International SEO: Steps to Get Started on Global and Multi-Lingual Search Engine Optimization Campaigns

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Presented at International Search Summit 2013 San Jose. This is my process for how to get started on international search engine optimization even when you don't speak the language.

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International SEO: Steps to Get Started on Global and Multi-Lingual Search Engine Optimization Campaigns

  1. 1. Launching an International SEO Campaign Eli Schwartz Online Marketing Manager SurveyMonkey International Search Summit 2013
  2. 2. SEO @ SurveyMonkey
  3. 3. International SEO
  4. 4. SEO OpportunityMore Spanish speakers worldwide than English* *http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers
  5. 5. Look at page two of GoogleGoogle.com (English) Google.es (Spanish)
  6. 6. Google’s Webmaster Guidelines http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
  7. 7. What do actual users think? • Random selection from general US population • Random assignment into 1 of 2 surveys with 16 questions • Survey sent to 3,000 people • Survey was open for 5 days • 615 people participated • Comparison of means over a variety of indicators
  8. 8. TLD does not seem to impact trust The difference in trust was insignificant
  9. 9. Spelling and grammar matter Trust decreased 25% for incorrect grammar and spelling t(231,334) = -7.62, p < .001
  10. 10. Don’t use machine translation
  11. 11. International SEO is your plane
  12. 12. No content, no rank
  13. 13. Learn just one word…Google Translate
  14. 14. Start GooglingSearch in your target languageGoogle can help even in non-Google dominant languages
  15. 15. Two tabbed browsing: Translate and Original
  16. 16. Google suggest will show new keywordsSpanish English Translation
  17. 17. View search competitors in two tabsSpanish Original English Translation• Add all competitors to a competitor worksheet• View each site to find new keywords
  18. 18. Use a thesaurus
  19. 19. Keyword discovery tools Semrush.com Trends.Google.com Ubersuggest.org Ahrefs.com
  20. 20. 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
  21. 21. Look up search volume of keyword list Adwords keyword tool
  22. 22. Dedupe the list and make it actionable
  23. 23. Verify keywords in a Google search
  24. 24. Find a native
  25. 25. Audit existing (or plan new) content
  26. 26. Start with pages on your English domain Change to 25 URL will now show: Change to 2500
  27. 27. Discover all your URL’s with Screaming FrogScreaming Frog is a crawler that will show all URL’s on the site Optimum settingsDownload here: http://bit.ly/scfrog
  28. 28. Launch Option 1: Use a translation company http://www.smartling.com/ https://www.tolingo.com/en http://gengo.com/ https://www.transifex.com/
  29. 29. Launch Option 2: Freelancers
  30. 30. Keyword use: quality over quantityPriority Placement1 Title (used in a correct phrase)2 H13 Content (within text and alongside synonyms)4 Internal links5 Meta description (increase CTR for specific keywords
  31. 31. Interlink your new sites/languages
  32. 32. Tools for checking progress Traffic > Rankings
  33. 33. Learn from the data and update
  34. 34. Impact• Significant increase in Non-brand organic traffic• Traffic referred by new keywords• Optimal keywords included at the content creation stage• Content queue targeted to localized translations• Data to learn from• Learn lots of nouns in a foreign language
  35. 35. Summary1. Always focus on user experience2. Do the work yourself3. Find a native4. Localize content5. Rinse and Repeat
  36. 36. Thank you!Eli Schwartz, SurveyMonkeyeli@surveymonkey.com @5le @surveymonkey

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