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Keyword Research and
Content for International SEO
Eli Schwartz
Join us on Twitter at #Mozinar
Questions or problems? Emai...
@5le
What I Do
http://moz.com/perks#surveymonkey
@5le
Agenda
• Why International SEO
• Size of opportunity
• Keyword research
• Content creation
@5le
@5le
@5le
Google vs Bing
90%
10%
Google?
Bing?
@5le
Internet Users Around the World
90%
10%
United States
Everywhere
Else
@5le
So, focusing on
the US only
could be as
shortsighted
as…
@5le
Languages Spoken Around the World
87%
13%
0% 0%
English
(Primary & Secondary)
Everything
Else
@5le
Ecommerce Spend Around the World
30%
70%
United States
Everywhere
Else
@5le
Look at Current Traffic in GA
There are likely international visitors that are not being satisfied
@5le
How Does Google Determine
Language of a Query?
@5le
1st: Language Preference - Google Account
Found under account settings
@5le
2nd: Browser Language Settings
To change language in Safari and IE you need to change system preferences
Chrome Firef...
@5le
3rd: User location
Language
will be
primary
country
language
(Canada =
English, Swit
zerland =
German)
@5le
4th: Google TLD
Google.com Google.com.mx(Mexico)
Results are for English speakers writing Spanish Results are for Spa...
@5le
5th: Language Parsing of Query
Search
conducted on
Google.com;
results are
Portuguese
@5le
Capitalize on the International
Opportunity with SEO
@5le
International SEO isn’t so Hard (or Costly)
• ccTLD vs subdomain vs
subdirectory
• HREFLANG
• Canonicals
• Local Host...
@5le
@5le
Don’t Machine Translate
Google can recognize machine translated content AND you will
offend real users
@5le
Foreign Content Must Be Plain Text
@5le
Geo-targeting
• Leave an escape option if the
targeting is wrong
• Send users to an an actual
URL – don’t just proxy ...
@5le
Keywords Matter THE MOST
@5le
Wrong Keyword = Lonely
Shows a “Did you
mean?”, but results
are not updated.
Google.fi (Finland)
@5le
Non-English Search is Weaker than English
Large disparity in indexed pages for a major query
533 million results in E...
@5le
Far Less Competition
Google.com (English) Google.com.mx (Spanish)
Compare domain authority on the 2nd results page
@5le
Spelling Correction is Not as Robust
In French spelling a word
the way it sounds doesn’t
even generate a correct
spel...
@5le
Synonym Matching in English (Google.com)
Near identical results for both terms
@5le
Synonym Matching in German (Google.de)
Both terms mean “Customer Survey” and user intent is similar
Entirely differen...
@5le
Plurals in English (Google.com)
Near identical results for plural and singular
@5le
Plurals in Spanish (Google.com.mx)
Entirely different results
Online Surveys in Spanish (Plural) Online Survey in Spa...
@5le
Prepositions in English (Google.com)
In English, prepositions cause only minor differences in rankings and result num...
@5le
Prepositions in Portuguese (Google.com.br)
In Portuguese, there is a huge shift in result numbers and rankings for mi...
@5le
Basic Special Characters Matter (Google.dk)
Rankings change based on whether special characters are used in the user ...
@5le
Every Letter Counts (Google.com.tr)
Both words mean customer satisfaction – only difference is one letter
@5le
Compound (Concatenation) Words
Phrases can be broken by a space, dash or concatenated as one word, and in
each case s...
@5le
Different Meanings for the Same Words
In Germany – a “Handy” is a cell phoneResults will be based on the local meaning
@5le
Same Language Different Meanings: “Char”
Quebec France
@5le
It’s Not Just International: Pop vs Soda
Even within one
country we have
different ways of
referring to the same
exac...
@5le
Keyword Research
(for most languages)
@5le
Adwords Tool is NOT the Starting Point
In English, you might just go to Adwords Keyword Tool and call it a day
Intern...
@5le
Understand Keyword Weaknesses
None of these are
relevant to
SurveyMonkey’s
Business
@5le
Square One: Learn Just One Word…
Put your primary keyword into Google Translate
@5le
Start Googling
Search the just discovered keyword in your target language AND country
@5le
Search Translation Alternatives Too
Some of these might be the
better keyword
@5le
Add Keyword Modifiers to Translate
Adding a modifier gives Google Translate context around the word
Without modifiers...
@5le
Two Tabbed Searching: Translate vs Original
Use Chrome’s automatic translation
Even weak translations can tell you if...
@5le
Search All Translations To Get Right Word
As in English, not all translations will be relevant to your business
@5le
Some Translations Are Very INCORRECT
Attempted to use a modifier to learn
primary keyword
Google’s suggested translat...
@5le
Look at Number of Results for Clues
Low
number of
results
means you
are on the
wrong
track
Google.fi (Finland)
@5le
Find and Add Search Competitors to List
Once you have
the right
starter
keyword, add
all potential
competitors to
spr...
@5le
Now, Apply Your Research
@5le
View All Search Competitors in Two Tabs
English Translation via
ChromeSpanish Original
Use Chrome’s automatic transla...
@5le
Crawl Competitor Sites With ScreamingFrog
Same for the title, meta description, and
even keywords tag
Extract keyword...
@5le
Don’t Forget About Popular Slang Terms
Means
“Sunday
Poll” which is
what
Germans call
a Political
Poll
Google.de (Ger...
@5le
Google Suggest Will Show New Keywords
Spanish English Translation
Open Google search page in two tabs: Original and T...
@5le
Use Knowledge Graph to Learn Intent (US)
Search word is Italian word
“piazza”
Knowledge graph shows
Piazza as a compa...
@5le
Knowledge Graph - Brazil
Search word is Italian word
“piazza”
Knowledge graph shows Piazza as
a soccer player in Braz...
@5le
Knowledge Graph - Germany
Search word is Italian word “piazza”
Knowledge graph shows Piazza as
Piazza Navona – a popu...
@5le
Knowledge Graph - Italy
Search word is Italian word
“piazza”
Knowledge graph is gone
Google.it (Italy)
@5le
Use a Thesaurus to Find Synonyms
Search all current keywords to find even more keywords
@5le
Keyword Discovery Tools
@5le
Pluralize Keywords
• Not every language has a plural
• Don’t forget non-s plurals
(Alumnus  alumni)
• Search volume ...
@5le
Look Up Search Volume of Keyword List
Once you have a
large list of
keywords:
• Paste in all
keywords into
Google Key...
@5le
Translate Keywords in Google Translate
Translations may be inaccurate, but at this point it is only helpful for conte...
@5le
Dedupe the List to Make it Actionable
• Sort by search volume and topics
• Use previous research to inform which dupl...
@5le
Buddy Up With a Native
Native speakers will tell you which keywords
are actually correct
@5le
Content Marketing
What do you do with all of these keywords?
@5le
Translate Existing Content
@5le
Own Your International SEO
@5le
Culturally Relevant Content Topics
@5le
Make Sure Your Translations Make Sense
@5le
Double Check Translation Work
@5le
Keywords Need to Be Culturally Relevant
@5le
Leverage Keyword Data into New Content
With your research you
should know enough to
propose quality content
as long a...
@5le
Google Trends
Trends
data is
available
for many
years in
multiple
countries
@5le
YouTube Worlwide
Look for popular videos
@5le
Yahoo Answers
See popular topics
@5le
Competitor Links: Moz Fresh Web Explorer
• Find out why people are linking to
competitors
• Write better content
• Ta...
@5le
Twitter Trends
Twitter trends will show popular topics for
nearly any country
@5le
Blog Search
Google Blog search
will show topics sites
are writing using
your keywords
@5le
SurveyMonkey Audience
Conduct surveys about another country with
a US audience or conduct a survey in the
target lang...
@5le
Measure Results
Location InterfaceQueryTLD
@5le
Setup a GA Filter for International Traffic
Do NOT create
filters in your
existing
profiles, create
a new one for
thi...
@5le
Exclude US Traffic with a Filter
1. Create new
2. Name filter for later
edits
3. Choose “exclude”
4. Choose country
(...
@5le
Learn From the Data and Update
Iterate on international
efforts
• Keep doing keyword
research
• Continue to write con...
@5le
1. Huge growth
potential with
international
search
2. Focus on keywords
3. Watch out for
cultural nuances
4. Continue...
@5le
1. Huge growth
potential with
international
search
2. Focus on keywords
3. Watch out for
cultural nuances
4. Continue...
@5le
Merci, Gracias, Danke,
Tessekur, Thanks!
SEO Survey: https://www.surveymonkey.com/s/int-mozinar
Questions?
Email: Elis@surveymonkey.com
Twitter: @5le
Website: www.surveymonkey.com
Find this recorded #Mozinar and slide deck at htt...
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International SEO with Targeted Keyword Research - Mozinar

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For any business, product, or website with a global audience, it is absolutely critical that you include international SEO in your inbound marketing efforts. The first step to international SEO is optimizing your keywords to the non-English searcher. Eli Schwartz of SurveyMonkey will show you why you need to take advantage of this opportunity to grow traffic globally and how how easy it can really be. Learn how to choose the right keywords for most languages without the need to become fluent in another language.

Published in: Marketing, Technology, Design

Transcript of "International SEO with Targeted Keyword Research - Mozinar"

  1. 1. Keyword Research and Content for International SEO Eli Schwartz Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  2. 2. @5le What I Do http://moz.com/perks#surveymonkey
  3. 3. @5le Agenda • Why International SEO • Size of opportunity • Keyword research • Content creation
  4. 4. @5le
  5. 5. @5le
  6. 6. @5le Google vs Bing 90% 10% Google? Bing?
  7. 7. @5le Internet Users Around the World 90% 10% United States Everywhere Else
  8. 8. @5le So, focusing on the US only could be as shortsighted as…
  9. 9. @5le Languages Spoken Around the World 87% 13% 0% 0% English (Primary & Secondary) Everything Else
  10. 10. @5le Ecommerce Spend Around the World 30% 70% United States Everywhere Else
  11. 11. @5le Look at Current Traffic in GA There are likely international visitors that are not being satisfied
  12. 12. @5le How Does Google Determine Language of a Query?
  13. 13. @5le 1st: Language Preference - Google Account Found under account settings
  14. 14. @5le 2nd: Browser Language Settings To change language in Safari and IE you need to change system preferences Chrome Firefox
  15. 15. @5le 3rd: User location Language will be primary country language (Canada = English, Swit zerland = German)
  16. 16. @5le 4th: Google TLD Google.com Google.com.mx(Mexico) Results are for English speakers writing Spanish Results are for Spanish speakers
  17. 17. @5le 5th: Language Parsing of Query Search conducted on Google.com; results are Portuguese
  18. 18. @5le Capitalize on the International Opportunity with SEO
  19. 19. @5le International SEO isn’t so Hard (or Costly) • ccTLD vs subdomain vs subdirectory • HREFLANG • Canonicals • Local Hosting • Local Links • Webmaster Tools Geotargeting • Local Trust Symbols • Mobile
  20. 20. @5le
  21. 21. @5le Don’t Machine Translate Google can recognize machine translated content AND you will offend real users
  22. 22. @5le Foreign Content Must Be Plain Text
  23. 23. @5le Geo-targeting • Leave an escape option if the targeting is wrong • Send users to an an actual URL – don’t just proxy content • Googlebot will always be in the US • Ensure there are links for the bot to find international content
  24. 24. @5le Keywords Matter THE MOST
  25. 25. @5le Wrong Keyword = Lonely Shows a “Did you mean?”, but results are not updated. Google.fi (Finland)
  26. 26. @5le Non-English Search is Weaker than English Large disparity in indexed pages for a major query 533 million results in English vs 98 million results in Spanish
  27. 27. @5le Far Less Competition Google.com (English) Google.com.mx (Spanish) Compare domain authority on the 2nd results page
  28. 28. @5le Spelling Correction is Not as Robust In French spelling a word the way it sounds doesn’t even generate a correct spelling suggestion Google.com Google.fr (France)
  29. 29. @5le Synonym Matching in English (Google.com) Near identical results for both terms
  30. 30. @5le Synonym Matching in German (Google.de) Both terms mean “Customer Survey” and user intent is similar Entirely different results on Google.de from images to ranked sites
  31. 31. @5le Plurals in English (Google.com) Near identical results for plural and singular
  32. 32. @5le Plurals in Spanish (Google.com.mx) Entirely different results Online Surveys in Spanish (Plural) Online Survey in Spanish (Singular)
  33. 33. @5le Prepositions in English (Google.com) In English, prepositions cause only minor differences in rankings and result numbers
  34. 34. @5le Prepositions in Portuguese (Google.com.br) In Portuguese, there is a huge shift in result numbers and rankings for missing prepositions
  35. 35. @5le Basic Special Characters Matter (Google.dk) Rankings change based on whether special characters are used in the user query “Did you mean” but results are unchanged
  36. 36. @5le Every Letter Counts (Google.com.tr) Both words mean customer satisfaction – only difference is one letter
  37. 37. @5le Compound (Concatenation) Words Phrases can be broken by a space, dash or concatenated as one word, and in each case search results will be different
  38. 38. @5le Different Meanings for the Same Words In Germany – a “Handy” is a cell phoneResults will be based on the local meaning
  39. 39. @5le Same Language Different Meanings: “Char” Quebec France
  40. 40. @5le It’s Not Just International: Pop vs Soda Even within one country we have different ways of referring to the same exact thing
  41. 41. @5le Keyword Research (for most languages)
  42. 42. @5le Adwords Tool is NOT the Starting Point In English, you might just go to Adwords Keyword Tool and call it a day Internationally, just blindly trusting search volume will give you a weak keyword foundation
  43. 43. @5le Understand Keyword Weaknesses None of these are relevant to SurveyMonkey’s Business
  44. 44. @5le Square One: Learn Just One Word… Put your primary keyword into Google Translate
  45. 45. @5le Start Googling Search the just discovered keyword in your target language AND country
  46. 46. @5le Search Translation Alternatives Too Some of these might be the better keyword
  47. 47. @5le Add Keyword Modifiers to Translate Adding a modifier gives Google Translate context around the word Without modifiers, Translate had suggested the Spanish word “estudio” as the correct translation
  48. 48. @5le Two Tabbed Searching: Translate vs Original Use Chrome’s automatic translation Even weak translations can tell you if you have the right terms
  49. 49. @5le Search All Translations To Get Right Word As in English, not all translations will be relevant to your business
  50. 50. @5le Some Translations Are Very INCORRECT Attempted to use a modifier to learn primary keyword Google’s suggested translation was a xxx term
  51. 51. @5le Look at Number of Results for Clues Low number of results means you are on the wrong track Google.fi (Finland)
  52. 52. @5le Find and Add Search Competitors to List Once you have the right starter keyword, add all potential competitors to spreadsheet workbook Appear to be competitive sites
  53. 53. @5le Now, Apply Your Research
  54. 54. @5le View All Search Competitors in Two Tabs English Translation via ChromeSpanish Original Use Chrome’s automatic translation • View each competitor site to find keywords • Look at the English to find important keywords • Compare words to original and add translated word to keywords worksheet in spreadsheet
  55. 55. @5le Crawl Competitor Sites With ScreamingFrog Same for the title, meta description, and even keywords tag Extract keywords from the URL Add major words to spreadsheet
  56. 56. @5le Don’t Forget About Popular Slang Terms Means “Sunday Poll” which is what Germans call a Political Poll Google.de (Germany)
  57. 57. @5le Google Suggest Will Show New Keywords Spanish English Translation Open Google search page in two tabs: Original and Translate Use existing keywords to find even more keywords by not hitting enter on search box after typing a query
  58. 58. @5le Use Knowledge Graph to Learn Intent (US) Search word is Italian word “piazza” Knowledge graph shows Piazza as a company and an Italian square Google.com
  59. 59. @5le Knowledge Graph - Brazil Search word is Italian word “piazza” Knowledge graph shows Piazza as a soccer player in Brazil Google.com.br
  60. 60. @5le Knowledge Graph - Germany Search word is Italian word “piazza” Knowledge graph shows Piazza as Piazza Navona – a popular tourist spot in Rome Google.de (Germany)
  61. 61. @5le Knowledge Graph - Italy Search word is Italian word “piazza” Knowledge graph is gone Google.it (Italy)
  62. 62. @5le Use a Thesaurus to Find Synonyms Search all current keywords to find even more keywords
  63. 63. @5le Keyword Discovery Tools
  64. 64. @5le 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 • Singularize plural keywords from original list
  65. 65. @5le Look Up Search Volume of Keyword List Once you have a large list of keywords: • Paste in all keywords into Google Keyword Planner • Download results in a CSV
  66. 66. @5le Translate Keywords in Google Translate Translations may be inaccurate, but at this point it is only helpful for context
  67. 67. @5le Dedupe the List to Make it Actionable • Sort by search volume and topics • Use previous research to inform which duplicates you keep
  68. 68. @5le Buddy Up With a Native Native speakers will tell you which keywords are actually correct
  69. 69. @5le Content Marketing What do you do with all of these keywords?
  70. 70. @5le Translate Existing Content
  71. 71. @5le Own Your International SEO
  72. 72. @5le Culturally Relevant Content Topics
  73. 73. @5le Make Sure Your Translations Make Sense
  74. 74. @5le Double Check Translation Work
  75. 75. @5le Keywords Need to Be Culturally Relevant
  76. 76. @5le Leverage Keyword Data into New Content With your research you should know enough to propose quality content as long as you have the right topic ideas...
  77. 77. @5le Google Trends Trends data is available for many years in multiple countries
  78. 78. @5le YouTube Worlwide Look for popular videos
  79. 79. @5le Yahoo Answers See popular topics
  80. 80. @5le Competitor Links: Moz Fresh Web Explorer • Find out why people are linking to competitors • Write better content • Target the same audience
  81. 81. @5le Twitter Trends Twitter trends will show popular topics for nearly any country
  82. 82. @5le Blog Search Google Blog search will show topics sites are writing using your keywords
  83. 83. @5le SurveyMonkey Audience Conduct surveys about another country with a US audience or conduct a survey in the target language and country • This survey was conducted in the US with a US audience on SurveyMonkey Audience • The questions were about Oktoberfest in Germany and targeted towards topics Germans would find interesting • Results were incorporated into a German post and infographic
  84. 84. @5le Measure Results Location InterfaceQueryTLD
  85. 85. @5le Setup a GA Filter for International Traffic Do NOT create filters in your existing profiles, create a new one for this purpose Need to be an admin
  86. 86. @5le Exclude US Traffic with a Filter 1. Create new 2. Name filter for later edits 3. Choose “exclude” 4. Choose country (under location) 5. Exclude multiple countries with regular expressions
  87. 87. @5le Learn From the Data and Update Iterate on international efforts • Keep doing keyword research • Continue to write content • Expand into more languages • Learn from results to continuously improve
  88. 88. @5le 1. Huge growth potential with international search 2. Focus on keywords 3. Watch out for cultural nuances 4. Continue to grow content
  89. 89. @5le 1. Huge growth potential with international search 2. Focus on keywords 3. Watch out for cultural nuances 4. Continue to grow content 5. Don’t be lazy!
  90. 90. @5le Merci, Gracias, Danke, Tessekur, Thanks! SEO Survey: https://www.surveymonkey.com/s/int-mozinar Questions?
  91. 91. Email: Elis@surveymonkey.com Twitter: @5le Website: www.surveymonkey.com Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!
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