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#internationalseo at #smconnect by @aleyda
Your guide to conquer the search worldINTERNATIONAL SEO
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda #internationalstrategy for #mnsummit by @aleyda from @orainti
Ciao #SMConnect
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda
SPEAKER
BLOGGER SHARER@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda #internationalseo at #smconnect by @aleyda
I DO INTERNATIONAL SEO
ME TOO
#internationalseo at #smconnect by @aleyda
GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR SEARCH GROWTH BUT CAN BE COMPLEX
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda
WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET & WITH WHICH CONFIGURATION?
#internationalseo at #smconnect by @aleyda
HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?
#internationalseo at #smconnect by @aleyda
HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS & ESTABLISHED MULTINATIONALS FROM SCRATCH?
This is your site
#internationalseo at #smconnect by @aleyda
HOW DO YOU CONFIGURE THEM ALL TO AVOID MISALIGNMENT ISSUES?
#internationalseo at #smconnect by @aleyda
A PROCESS IS NEEDED TO AVOID THEM
MARKET POTENTIAL VALIDATION
TARGETING SELECTION
CONFIGURATION &
DEVELOPMENT
PROMOTION & CONNECTION
1 2 3 4
#internationalseo at #smconnect by @aleyda
THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE & SEO EFFORTS SUCCESSFUL
ROI > COSTS
#internationalseo at #smconnect by @aleyda 1
START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
#internationalseo at #smconnect by @aleyda
IDENTIFY YOUR CURRENT SITE BEST PERFORMING COUNTRIES AND LANGUAGES
which are the top countries & languages from a traffic & conversions perspective?
#internationalseo at #smconnect by @aleyda
HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC COMES FROM ORGANIC SEARCH RESULTS ALREADY?
#internationalseo at #smconnect by @aleyda
AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY PER COUNTRY
#internationalseo at #smconnect by @aleyda
CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS
USE SIMILARWEB
#internationalseo at #smconnect by @aleyda
AND THE OVERALL TOP COUNTRY MARKETS FOR YOUR INDUSTRY
#internationalseo at #smconnect by @aleyda
CHOOSE THOSE TOP INTERNATIONAL COUNTRY & LANGUAGE MARKETS TO ASSESS
Other Traffic Drivers
Seasonality & Trend
Search Engines Devices
Competitors Authority
KeywordsOrganic Search Traffic
Volume & Share
COUNTRY CURRENT ORGANIC SEARCH TRAFFIC COMPETITION LEVEL SEARCH VOLUME
OPPORTUNITYSEARCH TREND IN
MARKET
#internationalseo at #smconnect by @aleyda
IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH COUNTRY
#internationalseo at #smconnect by @aleyda
YOUR MOBILE TRAFFIC, SEASONALITY & TREND
#internationalseo at #smconnect by @aleyda
… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!
USE SEMRUSH, SISTRIX,
SEARCHMETRICS
#internationalseo at #smconnect by @aleyda
DO A KEYWORD & COMPETITION RESEARCH FOR THEM
Use KeywordTool.io & KWFinder along Google’s tools to validate volume &
trends
#internationalseo at #smconnect by @aleyda
IDENTIFY DIRECTLY IF THERE ARE BIG MISSED OPPORTUNITIES
USE SISTRIX
#internationalseo at #smconnect by @aleyda
USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS & NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS
#internationalseo at #smconnect by @aleyda
VERIFY IF THERE’S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE PROFITABLE WEB OPERATIONS
Cost of international Web projectNumber of Conversions for a break-even Average conversion value
=
No. of Conversions for Break-evenNumber of visits for a
break-even Average Conversion Rate=
#internationalseo at #smconnect by @aleyda
USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT EVEN EASIER
http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/
#internationalseo at #smconnect by @aleyda
IT’S TIME TO MAKE A DECISION REGARDING THE INTERNATIONAL SEARCH MARKETS TO TARGET
>Your International traffic potential Visits & Conversions for a break-even
Yes No
Continue with the international Web & SEO project
Might be too early
Buy & secure your ccTLDs for future activity
For most important countries
Create custom alerts in GA
Create a pilot project prioritizing main pages
#internationalseo at #smconnect by @aleyda
NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
#internationalseo at #smconnect by @aleyda
IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING “TOO MANY VERSIONS YOU CAN’T SUPPORT”
#internationalseo at #smconnect by @aleyda 2
ESTABLISH YOUR INTERNATIONAL TARGETING & OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT
#internationalseo at #smconnect by @aleyda
SHOULD YOU TARGET COUNTRIES OR LANGUAGES WITH YOUR WEB PRESENCE?
Is location a factor that influence your Web operations?
Yes No
Is there enough traffic & conversions to target each country?
Language Targeting
Yes No
Country Targeting
You can start with
#internationalseo at #smconnect by @aleyda
HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE
VS
#internationalseo at #smconnect by @aleyda
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS
ccTLDs
Sub-Directories
Sub-Domains
#internationalseo at #smconnect by @aleyda
WARNING! DON’T USE PARAMETERS TO ENABLE THEM
#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
#internationalseo at #smconnect by @aleyda
FOR COUNTRY TARGETING
ccTLDs
www.yourbrand.es
www.yourbrand.es/categoria-a/
Sub-directories
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
Sub-domains
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
#internationalseo at #smconnect by @aleyda
* Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity
* Require less technical resources * Require less efforts to grow popularity * More chances to get all versions penalized if something goes bad * More efforts to geolocate
* Require more technical resources * Require more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites* More efforts to geolocate
ccTLDs
Sub-directories
Sub-domains
FOR COUNTRY TARGETING
#internationalseo at #smconnect by @aleyda
VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC
https://support.google.com/webmasters/answer/1347922?hl=en
#internationalseo at #smconnect by @aleyda
IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM
#internationalseo at #smconnect by @aleyda
FOR LANGUAGE TARGETING
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
#internationalseo at #smconnect by @aleyda
FOR LANGUAGE TARGETING
* Require less technical resources * Require less efforts to grow popularity * Deeper url structure * More chances to get all versions penalized if something goes bad
* Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains
#internationalseo at #smconnect by @aleyda
FOR EXAMPLE
#internationalseo at #smconnect by @aleyda
BESIDES WEB STRUCTURES PROS & CONS: WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET?
#internationalseo at #smconnect by @aleyda
THE EXTENSIONS OF PAGES RANKING FOR THE MOST POPULAR TERMS IN YOUR INTERNATIONAL INDUSTRIES
In certain countries like China, a ccTLD & local IP will be much
more important
#internationalseo at #smconnect by @aleyda
AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS
#internationalseo at #smconnect by @aleyda
USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS
#internationalseo at #smconnect by @aleyda
IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS ALREADY: HOW EXTENSIONS USAGE AFFECT CTR?
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE
High Authority Domains with a Mix of ccTLDs & gTLDs?
Start with a sub-directory in your current gTLD that you can later migrate to ccTLD
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE
Using a gTLD for your Italian version & want to enable an English one?
If you want to prioritize your English market in the future, migrate it to the root & take Italian to sub-
directory or ccTLD
#internationalseo at #smconnect by @aleyda 3
CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE TARGETING
#internationalseo at #smconnect by @aleyda
ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE
#internationalseo at #smconnect by @aleyda
1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images ALT description
LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE WITH THE TARGETED KEYWORDS & PRODUCTS
#internationalseo at #smconnect by @aleyda
EVEN IF THEY’RE IN THE SAME LANGUAGE
#internationalseo at #smconnect by @aleyda
ALSO FROM A DESIGN & BRANDING PERSPECTIVE
VS
#internationalseo at #smconnect by @aleyda
AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG
http://bit.ly/binglang
#internationalseo at #smconnect by @aleyda
WITH HREFLANG ANNOTATIONS, SPECIFYING EACH PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES
http://bit.ly/googlehreflang
#internationalseo at #smconnect by @aleyda
THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA OF THE HTML
#internationalseo at #smconnect by @aleyda
… IF YOU WANT TO AVOID THIS, THEN ONLY ADD THOSE THAT ARE REALLY NECESSARY
#internationalseo at #smconnect by @aleyda
BE CAREFUL WITH USING INCORRECT VALUES
#internationalseo at #smconnect by @aleyda
INCLUDING NON-RELEVANT OR MISTAKEN URLS
#internationalseo at #smconnect by @aleyda
OR NOT ADDING THE RETURN TAGS
#internationalseo at #smconnect by @aleyda
USE THE HREFLANG GENERATOR BASED ON GOOGLE SPECIFICATION TO AVOID HREFLANG ERRORS
http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
#internationalseo at #smconnect by @aleyda
http://bit.ly/hreflangsitemap
YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML
MAKE SURE TO
CONSOLIDATE XML
SITEMAPS TO BETTER
MONITOR THEM
#internationalseo at #smconnect by @aleyda
GOOGLE WEBMASTER TOOLS WILL WARN ABOUT SOME OF THEM
#internationalseo at #smconnect by @aleyda
www.screamingfrog.co.uk/seo-spider/
BUT YOU SHOULD VALIDATE YOURSELF BY USING AN SEO CRAWLER THOUGH
#internationalseo at #smconnect by @aleyda
onpage.org
ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL & TRANSLATION REPORT
#internationalseo at #smconnect by @aleyda
DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE OF IDNS & NON-LATIN CHARACTERS IN URLS
Use latinized URLs for Russian & Chinese
#internationalseo at #smconnect by @aleyda
BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR USERS INTERNATIONAL TARGETING THOUGH…
#internationalseo at #smconnect by @aleyda
IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS; OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS
#internationalseo at #smconnect by @aleyda
REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & MIGHT CAUSE CRAWLING ISSUES TOO
#internationalseo at #smconnect by @aleyda
IF YOU IMPLEMENT THESE CONFIGURATION, YOU’LL AVOID MISTARGETING YOUR USERS
#internationalseo at #smconnect by @aleyda 4
UNDERSTAND & INCREASE YOUR POPULARITY AMONG YOUR INTERNATIONAL AUDIENCE
#internationalseo at #smconnect by @aleyda
START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL TRAFFIC SOURCES & REFERRERS
#internationalseo at #smconnect by @aleyda
WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…
#internationalseo at #smconnect by @aleyda
THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM
#internationalseo at #smconnect by @aleyda
AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK
#internationalseo at #smconnect by @aleyda
WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE
#internationalseo at #smconnect by @aleyda
USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS & (LOW-COST) PR FIRMS TO CONNECT
#internationalseo at #smconnect by @aleyda
POPULAR TOPICS &
KEYWORDS
TRAFFIC CHANNELS
CHARACTERISTICS
AUDIENCE SHARE AND SEARCH BEHAVIOR
LOCAL INFLUENCERS
& TOP REFERRERS
WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL & LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS
POPULAR CONTENT
CHARACTERISTICS
LOCAL COMPETITORS
PROFILE
#internationalseo at #smconnect by @aleyda
MAKING THE MOST OUT OF LOCAL ACTIVITIES & CULTURAL NUANCES
#internationalseo at #smconnect by @aleyda
AND CONNECT WITH THE LOCAL AUDIENCE
#internationalseo at #smconnect by @aleyda
NOT ALL RESULTS WILL BE THE SAME, BUT YOU DON’T NEED THEM TO BE THE SAME!
A total of 46 links have been built as follows: • 41 Links from .com to .co.uk link reclamation • 2 Links from UK Relevant Directories • 2 Links from 404 link Update • 1 Link from Sponsorship
in the uk in GermanyA total of 20 links have been built: • 9 Links from .com to .de link reclamation • 7 Links from German Relevant Directories • 3 Links from 404 link Update • 1 Link from Educational Resources
in franceA total of 8 links have been built from the following strategies: • 1 Link from .com to .fr link reclamation • 3 Links from French Relevant Directories • 4 Links from Educational Resources
#internationalseo at #smconnect by @aleyda
REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … IS BECOMING A REAL LOCAL AUTHORITY
#internationalseo at #smconnect by @aleyda
THANKS! DO YOU HAVE ANY QUESTIONS?
NOW IS YOUR TIME