the key ingredients for international seo success #mktfest
Post on 15-Apr-2017
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The Key Ingredients for International SEO Success in Competitive Countries
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Ahoj Brno
I SPEAK
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I DO SEO
ORAINTI.COM @ALEYDA
I SHARE
I WRITE
I AM
Ahoj Brno
Finding the right ingredients to Conquer International Search Markets can be tough…
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But we have Google’s Best Practices Recipes don’t we?
https://support.google.com/webmasters/answer/182192?hl=en
Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?
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Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?
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Depends on your current configuration &
your market search results &
competitors
How you do you connect with foreign users & compete with local brands?
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How you do you connect with foreign users & compete with local brands?
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Depends on the cultural preferences &
characteristics of your audience &
competitors
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How do you avoid ending up with too many international versions you can’t maintain?
How do you avoid ending up with too many international versions you can’t maintain?
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Depends on the validation of each
market potential and avoiding the non-
viable ones
How you do you rank in competitive markets if you’re starting from scratch?
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How you do you rank in competitive markets if you’re starting from scratch?
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Depends on your initial
SEO status, your authority & how optimized your competitors are
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Yikes! They’re not necessarily that helpful with your “personalized” needs
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Stop acting like a COOK & become a CHEF, to
create your own recipes… you need to know the ingredients
well first though
Let’s go through the main Ingredients to solve these issues by creating your own
successful International SEO recipes
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Selecting The International Markets w/ the Highest Potential
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Don’t rely exclusively in completely automatized tools to validate the potential of international markets
UPS!
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Identify the top country markets in your industry that you’re still not targeting & their search traffic share
Use SimilarWeb
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Which countries have the highest search traffic volume? Which are the top keywords & competitors?
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Which of these are already being leveraged by your competitors? How are they performing for them?
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You can use SEMrush, Sistrix or SearchMetrics alternatively to verify this too
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… and how you’re already performing for these markets even if you’re still not targeting them?
This will be your starting point
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Verify the traffic trend, used devices, ranked keywords, pages & conversion performance
Use Google
Analytics & Search Console
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Expand the keywords with a research to identify search patterns & opportunities
Use KeywordTool.io
& KWFinder along Google’s tools to validate volume
& trends
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Assess the Top International Country Markets with the identified data to prioritize them
Other Traffic Drivers
Seasonality & Trend
Search Engines Devices
Competitors Authority
KeywordsOrganic Search Traffic
Volume & Share
COUNTRYCURRENT ORGANIC SEARCH TRAFFIC
COMPETITION LEVEL
SEARCH VOLUME OPPORTUNITY
SEARCH TREND IN MARKET
SEARCH ENGINE USED SPAM LEVEL
UK 100 per month High 500,000 searches per month Positive Google Low
Spain 50 per month Medium 300,000 searches per month Positive Google Medium
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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
=
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Use the International ROI calculator to make it easier
http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/
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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 a pilot project prioritizing main pages
Create custom alerts
in GA
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Say Goodbye to Non-Beneficial International Web Versions!
Establishing in your selected markets with the right International targeting
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Should your target countries or languages with your International 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
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Should your target countries or languages with your International Web Presence?
VS
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International Targeting Web Structure AlternativesFOR 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/
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
FOR LANGUAGE TARGETING
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FOR COUNTRY TARGETING FOR LANGUAGE TARGETING
* 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
* 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
ccTLDs
Sub-directories
Sub-domains
International Targeting Web Structure Alternatives
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Be careful when “mixing” the different Web structures
This is a subdomain, not really a ccTLD, doesn’t have its
benefits and all the cons! Better to use
linet.co.uk
The additional /ru/ subdirectory is not needed if you’re
already using a .ru ccTLD
UPS!
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Or overlapping them! Remember that “continent” or “zone” targeting is not supported by Google
This should be the general
“Spanish” & “English” Language Target, not Latin America
or Europe
UPS!
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It’s not recommended to use parameters for language or country targeting
You’ll have issues to
Geolocate
UPS!
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… as well as not recommended to use scripts & cookies to show all versions in the same URLs
In Spanish In EnglishUPS!
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Verify which extensions are treated as generic
https://support.google.com/webmasters/answer/1347922?hl=en
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If you’re using sub-directories or sub-domains to country target, register & geolocate in the Search Console
This is only enabled for gTLDs not already
geolocalized ccTLDs
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Take into consideration which Web structures are used by top sites in the market
TRAVEL IN CZECH REPUBLIC
TRAVEL IN THE UK
Most of ccTLDs Most of
gTLDs
The extensions of pages ranking for the most popular terms in your international industries
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co.uk
net
co.uk
com
co.uk
co.uk
com
co.uk
com
cz
In certain countries a ccTLD & local IP will be much
more important
As well as their level of authority vs. yours
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You can use these tools to verify international results
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No more erroneous international target
Successfully configuring your site to Rank for its Target
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Localize your Web Content & Overall Web Experience with the Relevant Language & Targeted Keywords
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Meta Description
URL
Title
MenuCurrency
Images
H1
Content
Don’t leave your URLs in English always,
latinized languages if
needed
UPS!
VS
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Remember that although language might be the same terms could be different and should be localized
In Argentina In Mexico
Podés
Creá
Registrate
Creá
UPS!
VS
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In Japan In Spain
Not only the content, but also the design; based on local preferences. Like this…
So if you have the exact same design you might want to analyze local competitors & audiences preferences
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In Japan In Czech RepublicVS
UPS!
Native language is key for research, content development and on-going support
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You should also indicate your international targeting with the meta & html lang tag
http://bit.ly/binglang
As well as to specify them by implementing hreflang annotations in each one of your pages
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http://bit.ly/hreflangannotations
There are 3 ways to include it, but the best is directly into the HTML inside the <head>
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But what if there are too many of them? Include only the necessary ones checking traffic misalignment
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Other countries organic search
traffic & visibility in UK site
Beware of including incorrect hreflang values…
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It’s not “en-uk” but “en-gb” to
specify English in the UK
Mapping to non-existing or mistaken URLs…
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An absolute URL without the “http://“
An English value added to the Spanish Home Page Version
Not mapping back between URLs…
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The English version home page
points to the Brazilian one, but this
doesn’t add its tags back
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… And remember to be consistent with your targeting
UPS!
Avoid hreflang annotations issues by using the hreflang tag generator tool
http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
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If you decide to add them in XML sitemaps use these generators to facilitate the implementation
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http://bit.ly/hreflangsitemap
Make Sure to Consolidate the XML sitemaps in
one file to better monitor
them
Google Search Console will warn you about hreflang errors they identify
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But you should directly validate their implementation by using an SEO crawler
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www.screamingfrog.co.uk/seo-spider/
Some of them directly verifies hreflang tags without requiring any further configuration
onpage.org
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Avoid automatic redirects based on user IP or browser language with potential crawling issues…
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…or backlash from your users from assuming too much
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The same with intrusive pop-ups or overlays
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It’s better to suggest the appropriate version to your users, in case they don’t land in it
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No more non-relevant international Web versions!
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Connecting & growing your authority with your
international audience
Identify the characteristics of the links & mentions you need to grow your authority vs. your competitors
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Popular Topics
Traffic Channels Characteristics
Audience share behavior
& search seasonality
Local Influencers & Top Referrers
Popular Content Characteristics
Local Competitor
Authority Profile
What’s the gap from an authority perspective with your international competitors?
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There are foreign markets where local &
multinational players do not have a high level of
authority (or optimization) necessarily, which you
can profit from
Identify your International audiences preferences: What content do they prefer?
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www.buzzsumo.com
www.cognitiveseo.com
Which are their favorite social networks and how do they share?
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Which other sites do they visit?
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Who are the influencers there to connect with and how do they share?
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Which relevant & authoritative local sites could you outreach to collaborate?
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www.kerboo.com
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www.kerboo.com
Which relevant & authoritative local sites could you outreach to collaborate?
Identify seasonality, local festivities, news & trends that you can leverage
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Use this to develop & promote your content & overall brand presence in the new markets
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They can do it, and you too!
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They can do it, and you too!
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Forget about low International Authority
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It’s time to create your own successful International SEO
Recipes with these ingredients
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Díky! Dotazy?
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