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International Search Engine Optimization - Steps to Domination with Keyword Research
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International Search Engine Optimization - Steps to Domination with Keyword Research

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Learn how to grow traffic and conversions internationally with an easy guide to choosing the right keywords to target. It is more important than ever to pick the right keywords when doing …

Learn how to grow traffic and conversions internationally with an easy guide to choosing the right keywords to target. It is more important than ever to pick the right keywords when doing International SEO, so make sure you are on the right track by following the steps in these slides. Presented at Pubcon New Orleans 2014

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  • Why do we SEO, friends tell me
  • Every pilot checks their own plane, so every seo needs to do their own intl
  • Huge opp. For new content, large disparity in availability of content in other lang
  • Picking correct keywords is crucial
  • You can’t use G translate
  • A single word opens the door to research
  • Sites in 2 tabs allow you to learn
  • Look at navigation and other links
  • Google suggest will show you if you are on the right track
  • Now use Adwords tool to prioritize list. Adwords is not a good place to start since I have found for non-english the ideas can be not so relevant
  • Now find a local speaker to help pick correct words
  • Dedupe list since you will have many synonyms, typos, and similar words
  • Transcript

    • 1. 5 Steps to DOMINATE International SEO Without Learning Another Language Eli Schwartz Online Marketing Manager SurveyMonkey Pubcon New Orleans 2014
    • 2. SEO @ SurveyMonkey
    • 3. Own Your Destiny
    • 4. Keywords Matter THE MOST
    • 5. Non-English Search is Weaker than English More Spanish speakers worldwide than English* *http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers
    • 6. 2nd Page of Results for Competitive Terms Google.com (English) Google.es (Spanish)
    • 7. Must Use Correct Keywords to Rank
    • 8. Non-English Spelling Correction is Weaker In French a misspelling brings up different results
    • 9. Make Sure Your Translations Make Sense
    • 10. Double Check Translation Work
    • 11. Keywords Need to Be Culturally Relevant
    • 12. Let’s Learn Keyword Research
    • 13. Keyword Tools are NOT the Starting Point In English, you might just go to Adwords Keyword Tool and call it a day Just blindly trusting search volume will NOT work
    • 14. Understand Keyword Weakness None of these are relevant to SurveyMonkey’s Business
    • 15. Learn just one word… Put your primary keyword into Google Translate
    • 16. Search Translation Alternatives Too Some of these might be the better keyword
    • 17. Add Keyword Modifiers Adding a modifier gives Google Translate context around the word
    • 18. Start Googling Search the just discovered keyword in your target language AND country Google can help even in non-Google dominant languages
    • 19. Search All Translations To Get Right Word Not all translations will be relevant to your business
    • 20. Some Translations Are Very INCORRECT Google’s suggested translation was a XXX term
    • 21. Look at Number of Results Only 51 results
    • 22. Two Tabbed Searching: Translate vs Original Use Chrome’s translation tool
    • 23. Add Search Competitors to Spreadsheet Using your first keyword, find competitive sites
    • 24. View Search Competitors in Two Tabs English Translation via Chrome Spanish Original • View each site to find new keywords • Look at the English to find important keywords • Compare words to original and add translated word to spreadsheet
    • 25. Google Suggest Will Show New Keywords Spanish English Translation Can also use a tool like UberSuggest
    • 26. Look Up Search Volume of Keyword List Paste in all keywords you discovered
    • 27. Pluralize Keywords • Not every language has a plural • Don’t forget non-s plurals (Alumnus  alumni) • Search volume of plurals could be greater than singular • A greater search volume for the plural version of one word does not have bearing on other words • Singularize plural keywords from original list
    • 28. Translate Keywords in Your Favorite Tool Translations just help you to communicate to other team members
    • 29. Buddy Up With a Native
    • 30. Dedupe the List and Make it Actionable
    • 31. Some International Keyword Tools
    • 32. 5 Steps to Dominate Your International SEO 1. If you aren’t doing international keyword research: START 2. Do the work yourself 3. Find a native or rent one 4. Localize content 5. Once you are done, start all over again
    • 33. Thank you! Eli Schwartz, SurveyMonkey eli@surveymonkey.com @5le @surveymonkey