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Presentation given at #OMCap Berlin about the most fundamental aspects to take into consideration when doing International SEO
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OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 1
aleyda solis / international seo / seer interactive
LET’S GO ABROAD: 3 ASPECTS TO ACHIEVE LONG-TERM
INTERNATIONAL SEO SUCCESS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 2
achieve international seo success by @aleyda
1. AVOID LANGUAGE & COUNTRY SEARCH ALIGNMENT ISSUES
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 3
achieve international seo success by @aleyda
FUNDAMENTALS ARE A MUST BUT NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 4
achieve international seo success by @aleyda
Spain, Colombian & Argentinian domains ranking in Mexican search results FOR A
COMPETITIVE GENERIC QUERY searched from mexico
WEB CANNIBALIZATION
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 5
achieve international seo success by @aleyda
US & Spain version ranking in Mexican search results for A branded query
NON RELEVANT RESULTS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz
achieve international seo success by @aleyda
DON’T MISS YOUR INTERNATIONAL SEARCH FOCUS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 7
achieve international seo success by @aleyda
CHECK ANY misalignment with Analytics & Webmaster Tools data
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 8
achieve international seo success by @aleyda
Take a look at your competitors misalignment with SearchMetrics & SEMRush
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 9
achieve international seo success by @aleyda
INCLUDE HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 10
achieve international seo success by @aleyda
remember that it’s ok to use self-referring canonicals
www.yourbrand.co.uk
www.yourbrand.de
<link rel="canonical" href="http://www.yourbrand.co.uk" /><link rel=”alternate” href=”http://www.yourbrand.co.uk” hre!ang=”en-gb” /><link rel=”alternate” href=”http://www.yourbrand.de” hre!ang=”de-de” />
<link rel="canonical" href="http://www.yourbrand.de" /><link rel=”alternate” href=”http://www.yourbrand.de” hre!ang=”de-de” /><link rel=”alternate” href=”http://www.yourbrand.co.uk” hre!ang=”en-gb” />
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 11
achieve international seo success by @aleyda
MAKE SURE YOU USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION TO DO IT THOUGH...
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 12
achieve international seo success by @aleyda
Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 13
achieve international seo success by @aleyda
Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS
http://www.internationalseomap.com/hreflang-tags-generator/
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 14
achieve international seo success by @aleyda
USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG
ANNOTATIONS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 15
achieve international seo success by @aleyda
USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG
ANNOTATIONS
http://www.themediaflow.com/resources/tools/href-lang-tool/
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 16
achieve international seo success by @aleyda
VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 17
achieve international seo success by @aleyda
VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
http://flang.dejanseo.com.au/
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 18
achieve international seo success by @aleyda
IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET WITH
WEBMASTER TOOLS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 19
achieve international seo success by @aleyda
If you REDIRECT OR use interstitials to TAKE YOUR USERS TO A MORE RELEVANT COUNTRY OR LANGUAGE VERSION -BASED ON THE IP OR BROWSER LANGUAGE- make sure the site content is still CRAWLABLE
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 20
achieve international seo success by @aleyda
It’s more user friendly to suggest: Don’t take YOUR users where they haven’t asked
to go
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 21
achieve international seo success by @aleyda
if you’re language targeting don’t feature flags on the options: remember you’re
targeting the language not the country
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 22
achieve international seo success by @aleyda
2. AVOID AUTOMATIC & LITERAL TRANSLATIONS
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 23
achieve international seo success by @aleyda
don’t rely in automatic translators for decisive activities on your international seo
project: keyword research, content development & optimization, outreach
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 24
achieve international seo success by @aleyda
DON’T RELY ON GOOGLE MARKET FINDER: IT’S NOT ALWAYS ACCURATE ON TRANSLATIONS SINCE IT USES
GOOGLE TRANSLATE
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 25
achieve international seo success by @aleyda
AVOID GETTING LOST IN TRANSLATION
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz
achieve international seo success by @aleyda
take as a reference the terms & keywords already used by the top industry competitor
in each country & language. you can use searchmetrics or semrush.
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz
achieve international seo success by @aleyda
have native language support (from native translators to interns) to do language
RELATED activities.
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achieve international seo success by @aleyda
Localize all of the different web areas of each of your pages: from urls, titles, prices, currency, DELIVERY OPTIONS, offers... and even
branding & design
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 29
achieve international seo success by @aleyda
REMEMBER THAT YOUR INTERNATIONAL AUDIENCE EXPECT TO SEE COMMENTS AND GET SUPPORT IN
THEIR OWN LANGUAGE
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 30
achieve international seo success by @aleyda
3. become an authority in your international markets
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 31
achieve international seo success by @aleyda
AT THE START YOU’LL BE THE “NEW PLAYER”. YOU NEED TO BUILT YOUR REPUTATION... AND LINKS?
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 32
achieve international seo success by @aleyda
LEARN TO CONNECT WITH YOUR AUDIENCE AND GROW YOUR INTERNATIONAL VISIBILITY
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 33
achieve international seo success by @aleyda
USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR international
audience behaviour
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 34
achieve international seo success by @aleyda
identify the most popular content, formats and networks of your international competitors so you understand your
potential visitors preferences. use social crawlytics and majesticseo.
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 35
achieve international seo success by @aleyda
USE similarweb to identify the most relevant media, blogs and sites in your targeted
country and establish collaboration with them
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 36
achieve international seo success by @aleyda
USE google trends and hot searches to identify seasonal & popular topics to
leverage from each country
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 37
achieve international seo success by @aleyda
USE followerwonk, topsy & twitterfall to identify local industry influencers in social
networks
OMCap Berlin 2013 -‐ Online Marke3ng Konferenz 38
achieve international seo success by @aleyda
Don’t get lost: Remember is about connecting AND GROWING with your
international audience
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