3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013

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


achieve international seo success by @aleyda

1. AVOID LANGUAGE & COUNTRY SEARCH ALIGNMENT ISSUES



FUNDAMENTALS ARE A MUST BUT NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES



Spain, Colombian & Argentinian domains ranking in Mexican search results FOR A

COMPETITIVE GENERIC QUERY searched from mexico

WEB CANNIBALIZATION



US & Spain version ranking in Mexican search results for A branded query

NON RELEVANT RESULTS

OMCap Berlin 2013 -‐ Online Marke3ng Konferenz


DON’T MISS YOUR INTERNATIONAL SEARCH FOCUS



CHECK ANY misalignment with Analytics & Webmaster Tools data



Take a look at your competitors misalignment with SearchMetrics & SEMRush



INCLUDE HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING



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” />

http://www.yourbrand.co.uk




http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process










MAKE SURE YOU USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION TO DO IT THOUGH...



Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS



Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS

http://www.internationalseomap.com/hreflang-tags-generator/





USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG

ANNOTATIONS



USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG

ANNOTATIONS

http://www.themediaflow.com/resources/tools/href-lang-tool/





VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR



VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR

http://flang.dejanseo.com.au/





IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET WITH

WEBMASTER TOOLS



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



It’s more user friendly to suggest: Don’t take YOUR users where they haven’t asked

to go



if you’re language targeting don’t feature flags on the options: remember you’re

targeting the language not the country



2. AVOID AUTOMATIC & LITERAL TRANSLATIONS



don’t rely in automatic translators for decisive activities on your international seo

project: keyword research, content development & optimization, outreach



DON’T RELY ON GOOGLE MARKET FINDER: IT’S NOT ALWAYS ACCURATE ON TRANSLATIONS SINCE IT USES

GOOGLE TRANSLATE



AVOID GETTING LOST IN TRANSLATION



take as a reference the terms & keywords already used by the top industry competitor

in each country & language. you can use searchmetrics or semrush.



have native language support (from native translators to interns) to do language

RELATED activities.



Localize all of the different web areas of each of your pages: from urls, titles, prices, currency, DELIVERY OPTIONS, offers... and even

branding & design



REMEMBER THAT YOUR INTERNATIONAL AUDIENCE EXPECT TO SEE COMMENTS AND GET SUPPORT IN

THEIR OWN LANGUAGE



3. become an authority in your international markets



AT THE START YOU’LL BE THE “NEW PLAYER”. YOU NEED TO BUILT YOUR REPUTATION... AND LINKS?



LEARN TO CONNECT WITH YOUR AUDIENCE AND GROW YOUR INTERNATIONAL VISIBILITY



USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR international

audience behaviour



identify the most popular content, formats and networks of your international competitors so you understand your

potential visitors preferences. use social crawlytics and majesticseo.



USE similarweb to identify the most relevant media, blogs and sites in your targeted

country and establish collaboration with them



USE google trends and hot searches to identify seasonal & popular topics to

leverage from each country



USE followerwonk, topsy & twitterfall to identify local industry influencers in social

networks



Don’t get lost: Remember is about connecting AND GROWING with your

international audience


DANKE :) do you have questions?

aleyda solis / international seo / seer interactive

Self Improvement

3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013