Aleyda Solis_SearchLove London 2013
 

Aleyda Solis_SearchLove London 2013

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    Aleyda Solis_SearchLove London 2013 Aleyda Solis_SearchLove London 2013 Presentation Transcript

    • From Unknown Foreigner to Local Star How to succeed at real (not ideal) International SEO scenarios international seo at #searchlove by @aleyda from @woorank
    • Raise your hand if you have International SEO experience international seo at #searchlove by @aleyda from @woorank
    • Raise your hand if you have SUCCESSFUL International SEO experience international seo at #searchlove by @aleyda from @woorank
    • Going International is ATTRACTIVE NOM NOM NOM! international seo at #searchlove by @aleyda from @woorank
    • Going International can be COMPLEX CCTLDS OR SUB-DIRECTORIES? LANGUAGES OR COUNTRIES? international seo at #searchlove by @aleyda from @woorank
    • Going International requires a LOCALIZED approach DO I LOOK LIKE A NATIVE NOW? international seo at #searchlove by @aleyda from @woorank
    • Here’s what I’ve learned after +5 years of International SEO successes & failures MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER, HEAD OF DIGITAL STRATEGY AT WOORANK international seo at #searchlove by @aleyda from @woorank
    • Challenge No. 1: Your International Strategy international seo at #searchlove by @aleyda from @woorank
    • “We don’t have enough resources to update all of our International sites” WHY DID YOU BUILT THEM THEN? international seo at #searchlove by @aleyda from @woorank
    • DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT WITHIN THOSE MARKETS TO START WITH THEM international seo at #searchlove by @aleyda from @woorank
    • USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER COUNTRY & LANGUAGE. international seo at #searchlove by @aleyda from @woorank
    • CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS, CLICKS, CTR & POSITION OVER TIME. international seo at #searchlove by @aleyda from @woorank
    • IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank
    • USE THESE KEYWORD RESEARCH TOOLS Suggestion Keyword Finder IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank
    • DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE international seo at #searchlove by @aleyda from @woorank
    • American English “Search Engine Optimization” “User behavior” “I’m going to check my agenda” British English “Search Engine Optimisation” “User behaviour” “I’m going to check my diary” WARNING: THEY LOOK SIMILAR BUT ARE NOT THE SAME NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN LANGUAGE BUT TARGETING TO OTHER COUNTRIES international seo at #searchlove by @aleyda from @woorank
    • TECHNICAL FEASIBILITY & SUPPORT FOR MULTI COUNTRY / LANGUAGE SETTING ONGOING NATIVE SUPPORT BUDGET & AVAILABILITY MULTILINGUAL CONTENT DEVELOPMENT & UPDATE INTERNATIONAL PRICING & CURRENCY INTERNATIONAL PRODUCT / SERVICE DELIVERY INTERNATIONAL LEGAL & OPERATION CONSTRAINTS VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE IN THE IDENTIFIED TOP MARKETS international seo at #searchlove by @aleyda from @woorank
    • WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank
    • http://www.internationalseomap.com/roi-calculator/ WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank
    • Your International SEO potential Yes Continue with the internationaL SEO project > Visits & Conversions for a break-even No Might be too early 1. Buy & secure your ccTLDs for future activity 2. Create custom alerts in Google Analytics for important countries REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE:VALIDATE IF YOUR INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE MOST IMPORTANT IDENTIFIED MARKETS international seo at #searchlove by @aleyda from @woorank
    • Challenge No. 2 - Your International Targeting international seo at #searchlove by @aleyda from @woorank
    • “I want a Latin America Version for my site” YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT? international seo at #searchlove by @aleyda from @woorank
    • Is location a factor that influence your Web operations? Yes No Are there enough traffic & conversions to target each country? Yes Country Targeting No You can start with Language Targeting IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES, ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS. international seo at #searchlove by @aleyda from @woorank
    • BETTER TO INHERIT POPULARITY BETTER TO GEOTARGET BETTER FOR SITES WITH MORE CONTENT BETTER TO INHERIT POPULARITY FROM EXISTENT SITE A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES international seo at #searchlove by @aleyda from @woorank
    • INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES international seo at #searchlove by @aleyda from @woorank
    • AND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES! international seo at #searchlove by @aleyda from @woorank
    • AVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING international seo at #searchlove by @aleyda from @woorank
    • TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG international seo at #searchlove by @aleyda from @woorank
    • http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflangtag TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG international seo at #searchlove by @aleyda from @woorank
    • MAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION IN YOUR HREFLANG TAGS international seo at #searchlove by @aleyda from @woorank
    • SOON WITH SUPPORT TO MASSIVELY GENERATE HREFLANG TAGS USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank
    • http://www.internationalseomap.com/hreflang-tags-generator/ USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank
    • YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank
    • http://www.themediaflow.com/resources/tools/href-lang-tool/ YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank
    • VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR international seo at #searchlove by @aleyda from @woorank
    • http://flang.dejanseo.com.au/ VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR international seo at #searchlove by @aleyda from @woorank
    • THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1) international seo at #searchlove by @aleyda from @woorank
    • IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN WITH WEBMASTER TOOLS international seo at #searchlove by @aleyda from @woorank
    • AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE AND MIGHT MESS WITH YOUR SITE CRAWLABILITY. international seo at #searchlove by @aleyda from @woorank
    • TAKE A LOOK AT HOW AMAZON DOES IT international seo at #searchlove by @aleyda from @woorank
    • showing a spaniard specific character in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING, YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES international seo at #searchlove by @aleyda from @woorank
    • Challenge No. 3 - Your International Popularity international seo at #searchlove by @aleyda from @woorank
    • “We’re so popular here already, we just need to extrapolate what we have” YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT? international seo at #searchlove by @aleyda from @woorank
    • THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ) international seo at #searchlove by @aleyda from @woorank
    • USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR international seo at #searchlove by @aleyda from @woorank
    • http://www.consumerbarometer.com/ USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR international seo at #searchlove by @aleyda from @woorank
    • USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY international seo at #searchlove by @aleyda from @woorank
    • http://www.similarweb.com/global USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY international seo at #searchlove by @aleyda from @woorank
    • USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY international seo at #searchlove by @aleyda from @woorank
    • USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY international seo at #searchlove by @aleyda from @woorank
    • USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank
    • USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank
    • NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE & BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO RESPECT LOCAL TRADITIONS TOO. international seo at #searchlove by @aleyda from @woorank
    • THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS! international seo at #searchlove by @aleyda from @woorank
    • Just two more resources to help you... international seo at #searchlove by @aleyda from @woorank
    • AN INTERNATIONAL SEO CHECKLIST international seo at #searchlove by @aleyda from @woorank
    • http://moz.com/blog/the-international-seo-checklist AN INTERNATIONAL SEO CHECKLIST international seo at #searchlove by @aleyda from @woorank
    • AND A LIST WITH +40 INTERNATIONAL SEO TOOLS international seo at #searchlove by @aleyda from @woorank
    • http://moz.com/blog/40-plus-tools-to-advance-your-international-seoprocess AND A LIST WITH +40 INTERNATIONAL SEO TOOLS international seo at #searchlove by @aleyda from @woorank
    • LET’S GO ABROAD Now you’re ready to face these International SEO challenges international seo at #searchlove by @aleyda from @woorank
    • THANK YOU Do you have any questions? international seo at #searchlove by @aleyda from @woorank
    • http://www.flickr.com/photos/anniemole/313981428/ FIND HERE THE AWESOME TUBE MAP UNDER CREATIVE COMMONS international seo at #searchlove by @aleyda from @woorank