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Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO
 

Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO

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Aleyda no falló en explicar las tareas más cruciales de pensar a nivel global y enfocar tu seo internacional. ...

Aleyda no falló en explicar las tareas más cruciales de pensar a nivel global y enfocar tu seo internacional.

Considera:

Que dice analytics;
De donde Vienen (países, idiomas, palabras clave y páginas visitadas)
Tu Presupuesto por mercado puede ayudar a definir estrategia (local TLD o Subdirectorio?)
Y como no MediaFlow’s HrefLang Sitemap Creator.

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    Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO Presentation Transcript

    • TAKING YOUR SEOABROADOR
    •   DOING
    •   INTERNATIONAL
    •   SEO
    •   ASKING
    •   (AND
    •   ANSWERING)
    •   THE
    •   RIGHT
    •   QUESTIONS
    • INTERNATIONAL
    •   SEO
    •   AT
    •   SEER
    •   INTERACTIVE
    •   aleydas@seerinteractive.com
    •   /
    •   @aleyda
    •   /
    •   www.aleydasolis.comI’M
    •   ALEYDA
    •   SOLISTAKING YOUR SEO INTERNATIONAL
    • LET’S
    •   GO
    •   INTERNATIONAL...TAKING YOUR SEO INTERNATIONAL
    • TAKING YOUR SEO INTERNATIONALINTERNATIONAL?
    • TAKING YOUR SEO INTERNATIONALOTHER CULTURES
    • TAKING YOUR SEO INTERNATIONALDIFFERENT LANGUAGES
    • TAKING YOUR SEO INTERNATIONALUNKNOWN COUNTRIES
    • TAKING YOUR SEO INTERNATIONALARE YOU AFRAID?
    • TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMS
    • 123TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMSAND
    •   THE
    •   STEPS
    •   ARE
    •   STRAIGHTFORWARD
    • 3TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMSSTART
    •   BY
    •   ANSWERING
    •   THESE
    •   QUESTIONS!DO I HAVEINTERNATIONALPOTENTIAL?HOW CAN I TARGETMY INTERNATIONALAUDIENCE?HOW CAN I DEVELOP ANSEO FRIENDLYINTERNATIONAL WEBSITE?12
    • 1TAKING YOUR SEO INTERNATIONALDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatus with GoogleAnalyticsDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusIs there a high or growing percentage of visitors comingfrom other countries?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhats the volume and trend of conversions and theconversion rate of visitors coming from other countries?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhats the traffic source of visitors coming from othercountries? Direct, organic, referrals?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhich are the keywords and pages attracting thisinternational traffic?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsHow much visibility (Pageviews) does your Websiteget from each international location?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsWhich Queries and Pages provide you thisInternational Visibility?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsDoes this visibility translate to clicks?What’s the CTR from these International Locations?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALDo a quick Research with GoogleKeyword Tool for the identifiedLanguages and Countries tovalidate their keyword searchvolume potentialDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsWhats the local monthly search volume for the relevantkeywords in each of the countries and languages?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsAre there more suggested keyword ideas with ahigh level of search volume?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsIt’s the international audience distributed by language orthere’s enough search volume for each country?DO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALIdentify more keywordopportunities with SEMrushor SearchMetrics thatsupport other languages andcountriesDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?
    • TAKING YOUR SEO INTERNATIONALDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?Do the potential traffic and conversions coming from these countries and languages compensate tobuild an International version?Yeah NopeYou can move on with anInternational Webdevelopment and SEO process!It might be still too early. Youcan secure the ccTLDs for thecountries with higher potentialAnd also...
    • TAKING YOUR SEO INTERNATIONALDO
    •   I
    •   HAVE
    •   INTERNATIONAL
    •   POTENTIAL?Create Custom Alerts in GoogleAnalytics for the most importantcountries or languages so you’renotified when they bring youenough traffic to compensate anInternational Web Version for them
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?2
    • TAKING YOUR SEO INTERNATIONALValidate your type ofInternational targeting (perlanguage or country), notonly from a search but alsobusiness perspectiveHOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?LANGUAGE COUNTRYvsLocation is not a factorthat influence yourWeb goals, productsand content offeringLocation is a factor thatinfluence your Webgoals, products andcontent offeringThere’s not enoughtraffic and conversionpotential to targeteach countryseparately&There’s enough trafficand conversionpotential to targeteach countryseparately&
    • TAKING YOUR SEO INTERNATIONALResearch each targetedaudience online behavior withstudies like TNS Digital Lifeand comScore Data MineHOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desired targeting.HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which keywords they used and which pages they visited?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which services or products they ended-up buying?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What is the conversion volume and their conversion rate?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALUse Google Trends to validatethe seasonality and consumptiontrend of your offering for eachtargeted audienceHOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What’s the search behavior and trend over the yearfor each of your product / service / content category?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What’s the seasonality of your products and services foreach country and language? How’s it compared with yourcurrent market?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGet native language / countrysupport to develop local andlanguage relevant research.Use tools like Lexipedia forthe markets you’re targetingto identify the relevantlocalized terms.HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which are the local terms you should use for yourproducts, content and Website interface to connect withyour audience?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALUse the SEOmoz keyword difficultytool to identify your competitivenessalong with your competitors for therelevant keywords in the desiredmarketsHOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALWhich are the most and less competitive keywords foreach international market?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALWho are your main competitors for each desiredinternational market? Which are their USPs, content,offering, functionality and user interface patterns?Who are linking to them?HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALUse Google’s display network siteprofile to get traffic and audienceinformation about your internationalcompetitors.HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALNow you will have a much better understanding ofyour international landscape, how to compete andconnect with your audience.HOW
    •   CAN
    •   I
    •   TARGET
    •   MY
    •   INTERNATIONAL
    •   AUDIENCE?
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?3
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Choose the best site structure according to your characteristics
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Assess each structure approach with their Pros & Cons
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?If your internationalversions are countrytargeted and not using accTLDs, geotarget themthrough GoogleWebmaster Tools
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?If your internationalversions are countrytargeted and they can belocally hosted, using acountry IP, do it
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Target your sites to theirrelevant language /country markets withrel="alternate"hreflang="x"
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Include therel="alternate"hreflang="x" in yourXML Sitemaps. You canuse the Media Flow toolto do it.
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?1. Titles & Descriptions2. Support, Addresses & Currency3. International Versions Options4. Navigational elements5. Headings6. Main Content7. Reviews / CommentsOptimize and Localize each of your site elements for their markets
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Make yourinternational sitestructure andoptions crawlableand indexabletowards bots andvisible to users.
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Be careful withautomatic redirects,it’s friendlier tosuggest
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Promote within theinternational communities toearn local popularity. Identifyinfluencers with Followerwonkand popular competitorscontent with Social Crawlytics.
    • TAKING YOUR SEO INTERNATIONALHOW
    •   CAN
    •   I
    •   DEVELOP
    •   AN
    •   INTERNATIONAL
    •   SITE?Track your internationalrankings, traffic andconversions over time.Ranking tools likeSEscout, Authority Labsand AWR supportinternational results.
    • TAKING YOUR SEO INTERNATIONALBy following these guidelines you’re ready todevelop SEO friendly International Websites.
    • TAKING YOUR SEO INTERNATIONALIT WAS NOT THATDIFFICULT RIGHT?
    • TAKING YOUR SEO INTERNATIONALIT’S TIME TOTAKE OFF
    • TAKING YOUR SEO INTERNATIONALIT’S TIME TOTAKE OFFLet’s
    •   go
    •   International!
    • TAKING YOUR SEO INTERNATIONALTHANKSQUESTIONS?ALEYDA
    •   SOLISINTERNATIONAL
    •   SEO
    •   AT
    •   SEER
    •   INTERACTIVE
    •   aleydas@seerinteractive.com
    •   /
    •   @aleyda
    •   /
    •   www.aleydasolis.com
    • TAKING YOUR SEO INTERNATIONALIMAGES UNDER CREATIVE COMMONShttp://alphadesigner.com/mapping-stereotypes/,
    •   http://www.flickr.com/photos/sarunas_b/4153911128/,
    •   http://www.flickr.com/photos/anniemole/313981428/,
    •   http://pixabay.com/tr/g%C3%B6ky%C3%BCz%C3%BC-bulutlar-u%C3%A7aklar-jets-u%C3%A7ak-86002/THEY’RE
    •   AMAZING