international seo: the world is smaller than you think
TRANSCRIPT
SPEAKING ENGAGMENTS
OUR CLIENTS
WHAT WE DO
WHAT WE DO
Spanish SEO
WHAT WE DO
Link BuildingSpanish SEO
WHAT WE DO
Link Building TranscreationSpanish SEO
Why Should I Care?
INTERNET WORLD USERS BY LANGUAGE
Spanish is the 3rd most spoken language in the world
Us Spanish speakers would be 13th largest economy in the world.
The average Latin American internet user will generate two times more traffic per month in 2020 than in 2015. Cisco's Visual Networking Index,
June 8, 2016
THE 10 MOST POPULAR LANGUAGES IN THE US
WHAT IF I SAID YOU COULD INCREASE SALES BY 10%?
Hispanic or LatinoNot Hispanic or Latino
ALMOST 1/10th of OKLAHOMA IS HISPANIC
1 out of every 4 babies born in the United States is Hispanic (25%).1
Nearly 1 in 5 Americans will be Hispanic by 2020 (19%).1
Every 30 seconds, a Hispanic turns 18.2
By 2020, Hispanics will account for more than 50% of the total U.S. population growth.1
1. Census 2014 National Population Projections 2. Pew Research Center as quoted in “Every 30 Seconds, a Latino Reaches Voting Age”, The Atlantic, 8/26/15.
77% of Hispanics feel underserved and wished brands reached out more versus 43% of non-Hispanics
The Curve Report by NBCUniversal
Spanish speakers
Spanish official language
Technical SEO
SO EXCITING!
LANGUAGE REGION OR COUNTRY
Subdomaines.site.com
Subfoldersite.com/es/
ccTLD
site.essite.mxsite.arsite.ve
SUBDOMAIN
SUBDOMAIN
Good for promoting a
specific product or service
You don’t get SEO benefit
PRO CON
CCTLD
CcTLDs
Good for a physical business
No SEO benefit
PRO CON
SUBFOLDER
SUBFOLDER
You get all SEO benefits
You have to take additional security
measures if you share information with third
party hostings.
PRO CON
HREFLANG
Is for countries and/or language
<link rel="alternate“ href="http://example.com/en-ca" hreflang="en-US" />
<link rel="alternate" href="http://example.com/en-ca" hreflang="es-US" />
http://alturainteractive.com/tools/hreflang/generador.php
HREFLANG
Use the language codes As designated in ISO 639-1 format
HREFLANG
Hreflang can be applied within the On page code as well as through the sitemap
http://searchwilderness.com/hreflang-sitemaps-python/
@fighto
YOU CAN APPLY HREFLANG FROM THE SITE MAP
Localization
Translation
Express the sense of words or text in another language. – Oxford Dictionaries
Transcreation
Process of adapting a message from one language
to another, while maintaining its intent, style,
tone and context. -Wikipedia
MACHINE TRANSLATION
PRO CON
Cheaper Will need a lot of editing, it may not be
cost effective
FREELANCER
PRO CON
Flexible and cheap
Quality will be inconsistent
LO BARATO SALE CARO
MARKETING AGENCY
PRO CON
International marketing agencies can transcreate
and localize SEO and UX are
prioritized
Price
Marketers know how to
sell, translators
don’t.
Facebook Ads are great, but please do it right
WRONG!Spanish Ad + English Site = Bad UX
WRONG!“When the customer is confused, the
answer is always NO” - @ajkohn
Link Building
LINK RECLAMATION
Check your backlinks
Identify Spanish
speaking pagesReach them
CHECK YOUR BACKLINKS
IDENTIFY SPANISH SPEAKING PAGES
CONTENT PLACEMENT
Identify opportuniti
esOutreach
IDENTIFY OPPORTUNITIES
OUTREACH
LINK BAIT
Social Media
“About eight-in-ten Latino, black and white adults who are online use at least one of five social media sites – Facebook, Instagram, Pinterest, LinkedIn and Twitter. Among these, Facebook stands out as the most widely used platform, regardless of race or ethnicity: About seven-in-ten adult internet users (71%) say they use the site.” - Pew Research Center