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Conquering International Search Markets

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INTERNATIONAL SEO Your guide to conquer the search world #internationalseo at #smconnect by @aleyda


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Ciao #SMConnect #internationalstrategy#internationalseo at #smconnect by @aleyda for #mnsummit by @aleyda from @orainti


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I’M ALEYDA SOLIS SEO BLOGGER SPEAKER SHARER @aleyda +aleydasolis #internationalseo at #smconnect by @aleyda


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I DO INTERNATIONAL SEO ME TOO #internationalseo at #smconnect by @aleyda


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GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR SEARCH GROWTH BUT CAN BE COMPLEX #internationalseo at #smconnect by @aleyda


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WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET 
 & WITH WHICH CONFIGURATION? #internationalseo at #smconnect by @aleyda


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HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE? #internationalseo at #smconnect by @aleyda


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HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS & ESTABLISHED MULTINATIONALS FROM SCRATCH? This is your site #internationalseo at #smconnect by @aleyda


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HOW DO YOU CONFIGURE THEM ALL TO AVOID MISALIGNMENT ISSUES? #internationalseo at #smconnect by @aleyda


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A PROCESS IS NEEDED TO AVOID THEM 1 MARKET POTENTIAL VALIDATION 2 3 4 TARGETING SELECTION CONFIGURATI ON & DEVELOPMENT PROMOTION & CONNECTION #internationalseo at #smconnect by @aleyda


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THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE & SEO EFFORTS SUCCESSFUL ROI > COSTS #internationalseo at #smconnect by @aleyda


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START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS 1 #internationalseo at #smconnect by @aleyda


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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


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HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC COMES FROM ORGANIC SEARCH RESULTS ALREADY? #internationalseo at #smconnect by @aleyda


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AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY 
 PER COUNTRY #internationalseo at #smconnect by @aleyda


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CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS USE SIMILARWEB #internationalseo at #smconnect by @aleyda


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AND THE OVERALL TOP COUNTRY MARKETS 
 FOR YOUR INDUSTRY #internationalseo at #smconnect by @aleyda


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CHOOSE THOSE TOP INTERNATIONAL 
 COUNTRY & LANGUAGE MARKETS TO ASSESS COUNTRY Search Engines
 Organic Search Traffic Volume & Share CURRENT ORGANIC SEARCH TRAFFIC COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY Keywords Devices Other 
 Traffic 
 Drivers SEARCH TREND IN MARKET Competitors Authority Seasonality & Trend #internationalseo at #smconnect by @aleyda


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IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH COUNTRY #internationalseo at #smconnect by @aleyda


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YOUR MOBILE TRAFFIC, SEASONALITY & TREND #internationalseo at #smconnect by @aleyda


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… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST! USE SEMRUSH, SISTRIX, SEARCHMETRICS #internationalseo at #smconnect by @aleyda


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DO A KEYWORD & COMPETITION RESEARCH FOR THEM Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends #internationalseo at #smconnect by @aleyda


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IDENTIFY DIRECTLY IF THERE ARE BIG MISSED OPPORTUNITIES USE SISTRIX #internationalseo at #smconnect by @aleyda


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USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS & NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS #internationalseo at #smconnect by @aleyda


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VERIFY IF THERE’S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE PROFITABLE WEB OPERATIONS Number of Conversions for
 a break-even Number of 
 visits for a 
 break-even = = Cost of international Web project Average conversion value No. of Conversions for Break-even Average Conversion Rate #internationalseo at #smconnect by @aleyda


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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


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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 Continue with the international Web & SEO project No Might be too early Buy & secure your ccTLDs for future activity Create custom 
 alerts in GA Create a pilot project prioritizing main pages For most important countries #internationalseo at #smconnect by @aleyda


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NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE! #internationalseo at #smconnect by @aleyda


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IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING “TOO MANY VERSIONS YOU CAN’T SUPPORT” #internationalseo at #smconnect by @aleyda


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ESTABLISH YOUR INTERNATIONAL TARGETING & 
 OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT 2 #internationalseo at #smconnect by @aleyda


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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? Yes Country Targeting No You can start with Language Targeting #internationalseo at #smconnect by @aleyda


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HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE VS #internationalseo at #smconnect by @aleyda


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CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS ccTLDs Sub-Domains Sub-Directories #internationalseo at #smconnect by @aleyda


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WARNING! DON’T USE PARAMETERS TO ENABLE THEM #internationalseo at #smconnect by @aleyda


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BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English #internationalseo at #smconnect by @aleyda


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BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English #internationalseo at #smconnect by @aleyda


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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


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FOR COUNTRY TARGETING ccTLDs Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity * Sub-directories * * * * 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 Sub-domains * * * * Require more technical resources Require more efforts to grow popularity Better than sub-directories to organize larger & more complex sites
 More efforts to geolocate #internationalseo at #smconnect by @aleyda


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VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC https://support.google.com/webmasters/answer/1347922?hl=en #internationalseo at #smconnect by @aleyda


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IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM #internationalseo at #smconnect by @aleyda


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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


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FOR LANGUAGE TARGETING Sub-directories * * * * Require less technical resources Require less efforts to grow popularity
 Deeper url structure More chances to get all versions penalized if something goes bad Sub-domains * Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites #internationalseo at #smconnect by @aleyda


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FOR EXAMPLE #internationalseo at #smconnect by @aleyda


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BESIDES WEB STRUCTURES PROS & CONS: 
 WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET? #internationalseo at #smconnect by @aleyda


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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


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AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS #internationalseo at #smconnect by @aleyda


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USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS #internationalseo at #smconnect by @aleyda


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IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS ALREADY: HOW EXTENSIONS USAGE AFFECT CTR? #internationalseo at #smconnect by @aleyda


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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


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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 subdirectory or ccTLD #internationalseo at #smconnect by @aleyda


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CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE TARGETING 3 #internationalseo at #smconnect by @aleyda


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ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST 
 TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE #internationalseo at #smconnect by @aleyda


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LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE WITH THE TARGETED KEYWORDS & PRODUCTS 1 2 Title & Meta Description URLs 3 Phone, delivery info, currency 4 Menu & navigation elements 5 Headings 6 Price Images ALT description 7 #internationalseo at #smconnect by @aleyda


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EVEN IF THEY’RE IN THE SAME LANGUAGE #internationalseo at #smconnect by @aleyda


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ALSO FROM A DESIGN & BRANDING PERSPECTIVE VS #internationalseo at #smconnect by @aleyda


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AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG http://bit.ly/binglang #internationalseo at #smconnect by @aleyda


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WITH HREFLANG ANNOTATIONS, SPECIFYING EACH PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES http://bit.ly/googlehreflang #internationalseo at #smconnect by @aleyda


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THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA OF THE HTML #internationalseo at #smconnect by @aleyda


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… IF YOU WANT TO AVOID THIS, THEN ONLY ADD THOSE THAT ARE REALLY NECESSARY #internationalseo at #smconnect by @aleyda


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BE CAREFUL WITH USING INCORRECT VALUES #internationalseo at #smconnect by @aleyda


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INCLUDING NON-RELEVANT OR MISTAKEN URLS #internationalseo at #smconnect by @aleyda


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OR NOT ADDING THE RETURN TAGS #internationalseo at #smconnect by @aleyda


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USE THE HREFLANG GENERATOR BASED ON GOOGLE SPECIFICATION TO AVOID HREFLANG ERRORS http://www.aleydasolis.com/en/internationalseo-tools/hreflang-tags-generator/ #internationalseo at #smconnect by @aleyda


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YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML MAKE SURE TO CONSOLIDAT E XML SITEMAPS TO BETTER MONITOR THEM http://bit.ly/hreflangsitemap #internationalseo at #smconnect by @aleyda


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GOOGLE WEBMASTER TOOLS WILL WARN 
 ABOUT SOME OF THEM #internationalseo at #smconnect by @aleyda


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BUT YOU SHOULD VALIDATE YOURSELF BY USING 
 AN SEO CRAWLER THOUGH www.screamingfrog.co.uk/seo-spider/ #internationalseo at #smconnect by @aleyda


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ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL 
 & TRANSLATION REPORT onpage.org #internationalseo at #smconnect by @aleyda


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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


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BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR 
 USERS INTERNATIONAL TARGETING THOUGH… #internationalseo at #smconnect by @aleyda


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IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS; OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS #internationalseo at #smconnect by @aleyda


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REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & 
 MIGHT CAUSE CRAWLING ISSUES TOO #internationalseo at #smconnect by @aleyda


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IF YOU IMPLEMENT THESE CONFIGURATION, 
 YOU’LL AVOID MISTARGETING YOUR USERS #internationalseo at #smconnect by @aleyda


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UNDERSTAND & INCREASE YOUR POPULARITY 
 AMONG YOUR INTERNATIONAL AUDIENCE 4 #internationalseo at #smconnect by @aleyda


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START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL TRAFFIC SOURCES & REFERRERS #internationalseo at #smconnect by @aleyda


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WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS… #internationalseo at #smconnect by @aleyda


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THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM #internationalseo at #smconnect by @aleyda


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AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK #internationalseo at #smconnect by @aleyda


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WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE #internationalseo at #smconnect by @aleyda


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USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS & (LOW-COST) PR FIRMS TO CONNECT #internationalseo at #smconnect by @aleyda


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WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL & LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS TRAFFIC CHANNELS CHARACTERISTICS LOCAL INFLUENCERS & TOP REFERRERS AUDIENCE SHARE AND SEARCH BEHAVIOR POPULAR TOPICS & KEYWORDS LOCAL COMPETITORS PROFILE POPULAR CONTENT CHARACTERISTICS #internationalseo at #smconnect by @aleyda


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MAKING THE MOST OUT OF LOCAL ACTIVITIES 
 & CULTURAL NUANCES #internationalseo at #smconnect by @aleyda


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AND CONNECT WITH THE LOCAL AUDIENCE #internationalseo at #smconnect by @aleyda


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NOT ALL RESULTS WILL BE THE SAME, BUT YOU DON’T NEED THEM TO BE THE SAME! in the uk in Germany 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 A 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 france A 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


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REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … 
 IS BECOMING A REAL LOCAL AUTHORITY #internationalseo at #smconnect by @aleyda


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NOW IS YOUR TIME THANKS! DO YOU HAVE ANY QUESTIONS? #internationalseo at #smconnect by @aleyda


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