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Multilingual & Multinational Link Building with Multilingual Content Marketing
 

Multilingual & Multinational Link Building with Multilingual Content Marketing

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International SEO strategies for link building by Benj Arriola, Internet Marketing Inc.presented at

International SEO strategies for link building by Benj Arriola, Internet Marketing Inc.presented at
Search Marketing Expo (SMX) Toronto, Ontario, Canada on March 20-21, 2013

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Multilingual & Multinational Link Building with Multilingual Content Marketing Multilingual & Multinational Link Building with Multilingual Content Marketing Presentation Transcript

  • Backlink Factor MetricsQuantity Quality
  • Backlink Factor MetricsLinkQuantity source quality & relevancy Quality (Power) Quality (Authority & Trust)is important in international Google Webmaster Tools Google PageRank TrustRankSEO. Bing Webmaster Tools # of Backlinks of the Google Indexed• Country location of the site Search Engine “link:” Backlink SEOMoz Page Authority • ccTLD command Total Backlinks of the SEOMoz Domain Authority Quantity • IP Address MajesticSEO • Neighborhood OpenSiteExplorer • Local Submission & aHrefs Domain Keyword Focused Majestic ACRank Quality IP Diversity Anchor Text Diversity Deep Linking Citations Follow or No Follow Domain Age Sistrix • Authorship Tools Domain Name Extensions Link Research Hosting Country .gov/.edu/.org• Language of website SEMRush Site Wide vs. Single Page ccTLD Cemper PowerTM Cemper TrustTM Unmeasurable Dimension: Relevancy
  • Entire Backlink Market Bad Good Late 90’s, early 2000’s 2000’s to Pre-Panda & Post-Panda & Penguin Penguin Potential Link Sources Potential Link Sources Potential Link Sources You can You can You can You can You can You can influence change influence change influence change You cantYou have strong control. You cant You cant You have little control. change You make it relevant. change change Hopefully it is relevant.
  • Entire Backlink Market International SEO targets a Bad Goodsmaller subset that are more Late 90’s, early 2000’s 2000’s to Pre-Panda & Post-Panda & Penguin locally relevant sites. Penguin Potential Link Sources Potential Link Sources Potential Link Sources You can You can You can You can You can You can You can influence change influence Locally Relevant influence change influence change You cantYou have strong control. You cant You cant You have little control. change You make it relevant. change change Hopefully it is relevant.
  • Backlink Factor MetricsLink source quality & relevancy Quality (Power) Quality (Authority & Trust)is important in international Google PageRank TrustRankSEO. # of Backlinks of the Google Indexed• Country location of the site Backlink International SEO Goal for SEOMoz Page Authority • ccTLD • Influence sites SEOMoz Domain Authority Total Backlinks of the to link from locally relevant content • IP Address • Get Domain someone local to help out IP Diversity • Neighborhood • Knows Keyword Focused the culture Anchor Text Diversity • Local Submission & • Knows Majestic ACRank the language Deep Linking Citations Follow or No Follow Domain Age • Authorship Domain Name Extensions Hosting Country .gov/.edu/.org• Language of website Site Wide vs. Single Page ccTLD Cemper Power TM Cemper TrustTM Using the local language is not just for Dimension: Relevancy Unmeasurable raking in translated keywords, but to influence the local audience to link to you.
  • Link Building TrendsOld School Link Link Building International LinkBuilding Today Building Submissions Content Quality Content Directories Marketing Localize Articles aka Inbound Marketing aka Viral Marketing Language Content aka Link Baiting Promotion Blog Networks Quality Content Local Channels Interactions Promotion Blog Comments Guest Blogging Forum Post Guest Blogging Local Blogs Wiki Entries Themes / Template Link Buying
  • Content Translation Modified Literal Translation follows the grammatical Unduly free rules of the target language, but is still Translation is too "loose" and strays literal. If used wrong, it may fail to from the meaning of the source correctly express the meaning of the text. source text. Literal IdiomaticSource text is translated into Preserves the meaning of the sourcethe nearest equivalent of the text and expresses it in a natural target language. way in the target language.
  • Localized Quality ContentEnvironmentalUncontrollable Elements ForeignEnvironment Country SituationUncontrollable Domestic Political Forces, Legal Forces, EconomicEnvironmentUncontrollable Forces, Competition, Level of Technology, Geography, Culture Political Forces, Legal Forces, Economic Content Marketed Forces, Competition Controllable Topic, Target Niche, Keywords
  • International Marketing BlundersPepsi US: Pepsi brings you back to life. China: Come alive out of the grave with Pepsi. Pepsi will bring your ancestors back from the dead. Bring dead ancestors back from heaven.
  • International Marketing BlundersClairol US: Mist Stick Germany: Mist is a slang term for manure!Electrolux Scandinavian Manufacturer of Vacuum Cleaner US printed brochures: Nothing sucks like an Electrolux!
  • Great Content that is Shareable
  • Content PromotionTarget Local Audience Research the influencers in the local area Buzzstream GroupHigh Paid Promotions Facebook Ads Facebook Promoted Post LinkedIn Ads Promoted Tweets StumbleUpon Paid Discovery Reddit Ads
  • Client: Construction Industry Links by Country SG IT 6% 18% US DE 53% 23%
  • Client: Construction Industry Links by Country US 9% MX 91%
  • SummaryMultinational/multilingual websites need links coming fromtheir respective countries.Content Marketing Content Writer/Editor should know the: Local language Local culture Current situation of the country Reach out to sites within the targeted local area. Blogger Outreach and Guest Blogging BuzzStream, GroupHigh Paid Post FB Ads, FB Promoted Post, LinkedIn Ads, Promoted Tweets, StumbleUpon Paid Discovery, Reddit Ads
  • Thank You!Benj Arriola@benjarriolaSEO Director – Internet Marketing Inc.Thanks to:Jordan BoshersSEO Project Manager – Internet Marketing Inc.http://www.linkedin.com/in/jordanboshersThanks for sending over some last minute data for screenshots.