Global SEO simplified by Eli Schwartz (SurveyMonkey)

International SEO – Adobe AEM MultilingualEli Schwartz

October 8, 2015

SurveyMonkey Is the World’s #1 Survey Platform

2

3MSurvey responses

are generated daily

17KNew sign-ups daily

90MUnique visitors

every month

“SurveyMonkey turns online

surveys into a hot business.”

“One of the hottest startups

to watch.”

Non-Profit27%

Personal1%

Education21%

Govt.9%

For-Profit42%

We Have 20+ Million Registered Users of All Types

99% of the Fortune 500

Get the Information You Need to Inform Key Decisions

Measures brand

perception to inform

marketing strategies

Understands shifting

customer tastes to guide

product development

Measures Net Promoter

Score to improve the flight

experience

Tracks satisfaction of

in-home service offerings

with customer surveys

Boosts employee

satisfaction with regular

surveys

Collects information from

site visitors to improve

sales materials

Improves product with

customer feedback

Collects employee

feedback to increase

training effectiveness

Understand Customers Understand Employees

Growth Is on a Global Scale

English

Português

TürkçeItaliano

Français

Dansk

Deutsch

Nederlands

Norsk Svenska

Suomi

Русский

Русский한국어

中文(繁體)

Español

SEO is a big part of any international

strategy

Internet growth around the world

Languages around the world

87%

13% English

(Primary & Secondary)

Everything

else

Google?

Bing? English is

only the 3rd

most popular

language

Massive disparity = Big opportunity

15x!

Most important thing you will ever hear

about Google and SEO

It’s all about intent!

USUK

How does google interpret queries?

Real world examples

Google is creepy

Global results you see are not real

Google is local

Results are local

But not necessarily outside of the USA

Indonesian

Results in

Malaysia

Capitalize on the opportunity

Digitize and Translate Everything

Translations must be in-text

Avoid Google Translate as your primary tool

But use it…Begrudgingly ..

Discover who else is REALLY ranking

…And copy them

Use local signals

No

Singapore

Shipping

• Keyword density

• Exact keyword matches

Pluralization

Synonyms

Phrase order matching

• Duplicate content

English

German

Same language different meanings: “Char”

Quebec France

It’s not just international: Pop vs Soda

Even within

one country

we have

different ways

of referring to

the same

exact thing

Don’t just translate

Some international keyword tools

A few more things

Links?

Don’t stop the roadmap for Mobile SEO

Transliterate your brand

Auto-targeting

• Leave an escape option if

the targeting is wrong

• Send users to an an actual

URL – don’t just proxy

content

• Googlebot will always be in

the US

• Ensure there are links for the

bot to find international

content

• ccTLD is the best but not popular

• Subdirectory is next best

• Avoid subdomains

Domain structure

Use surveys for quick local content & links

Any questions?elis@surveymonkey.com

Add me on LinkedIn

Twitter: @5le