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Eli Schwartz of SurveyMonkey on International SEO #SEJSF
 

Eli Schwartz of SurveyMonkey on International SEO #SEJSF

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Eli Schwartz of SurveyMonkey: "You're missing out if you're not doing it, and it's not as hard as you think: International SEO". ...

Eli Schwartz of SurveyMonkey: "You're missing out if you're not doing it, and it's not as hard as you think: International SEO".
From the Searchmetrics x Search Engine Journal June 13 conference: "SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014" at the Hotel Vitale in San Francisco.

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    Eli Schwartz of SurveyMonkey on International SEO #SEJSF Eli Schwartz of SurveyMonkey on International SEO #SEJSF Presentation Transcript

    • Eli Schwartz is the Online Marketing Manager for SurveyMonkey, the world's largest online survey company. He oversees all SEO efforts and strategies on SurveyMonkey properties across 16 languages. SurveyMonkey serves over 20 million customers worldwide, including 99% of the Fortune 500, and collects over two million online survey responses daily. Follow @5le
    • • Why International SEO • Size of opportunity • Keyword research • Content creation
    • What percentage of your time do you focus on search optimization efforts for
    • What percentage of your time do you focus on search optimization efforts for
    • Google vs Bing
    • Internet Users Around the World Source: internetlivestats.com/
    • So, focusing on the US only could be as shortsighted as…
    • Languages Spoken Around the World English (Primary & Secondary) Source: ethnologue.com/
    • Ecommerce Spend Around the World Source: Emarketer.com
    • Look at Current Traffic in GA There are likely international visitors that are not as satisfied
    • Ecommerce
    • • Based in China • Primary customer base is in China • Has an English language interface • 24k employees • $7.5 Billion Revenue in 2013 (WSJ) • In 2013 did more transaction volume than eBay + Amazon
    • Social Media
    • • 250 million accounts • #22 worldwide on Alexa • Popular in Russian speaking countries • Already has English language interface
    • SEO
    • • Founded in Germany • Started with European customers • Expanded into US customers by localizing offering • Newly opened office in Silicon Valley
    • International SEO isn’t so Hard (or Costly)
    • • ccTLD vs subdomain vs subdirectory • HREFLANG • Local Hosting • Local Links • Local Trust Symbols • Mobile
    • Don’t Machine Translate
    • Google can recognize machine translated content AND you will offend real users
    • Optimize (Optimise) for What People Type
    • Spelling Correction is Not as Robust
    • Google.com Google.fr (France)
    • Synonym Matching in English
    • Near identical results for both terms
    • Synonym Matching in German (Google.de)
    • Both terms mean “Customer Survey” and user intent is similar
    • Prepositions in English
    • In English, prepositions cause only minor differences (except in specific cases)
    • Prepositions in Portuguese (Google.com.br)
    • Other languages have much larger differences
    • Basic Special Characters Matter
    • Special character usage changes results • Slashed O • Umlauts • Accents
    • “Did you mean” but results are unchanged
    • Compound (Concatenation) Words
    • Phrases can be broken by a space, dash or concatenated as one word
    • Same Language Different Meanings: “Char”
    • Quebec France
    • It’s Not Just International: Pop vs Soda
    • Even within one country we have different ways of referring to the same exact thing
    • 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
    • Understand Keyword Weaknesses
    • None of these are relevant to SurveyMonkey’s Business
    • Square One: Learn Just One Word…
    • Start Googling
    • Search the just discovered keyword in your target language AND country
    • Search Translation Alternatives Too
    • Some of these might be the better keyword
    • Two Tabbed Searching: Translate vs Original
    • Use Chrome’s automatic translation
    • Search Translations To Get Right Word
    • As in English, not all translations will be relevant to your business
    • 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.
    • Some Translations Are Very INCORRECT
    • Attempted to use a modifier to learn primary keyword Google’s suggested translation was a xxx term
    • Look at Number of Results for Clues
    • Google.fi (Finland)
    • Google.fi (Finland) Low number of results means you are on the wrong track
    • View All Search Competitors in Two Tabs
    • Spanish Original English Translation via Chrome
    • 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 a spreadsheet
    • Don’t Forget About Popular Slang Terms
    • Google.de (Germany)
    • Google.de (Germany) Means “Sunday Poll” which is what Germans call a Political Poll
    • Use Knowledge Graph to Learn Intent (US)
    • Google.com
    • Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a company and an Italian square
    • Knowledge Graph Brazil
    • Google.com
    • Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a soccer player in Brazil
    • Knowledge Graph Germany
    • Google.de (Germany)
    • Google.de (Germany) Search word is Italian word “piazza” Knowledge graph shows Piazza as Piazza Navona – a popular tourist spot in Rome
    • Knowledge Graph Italy
    • Google.it (Italy)
    • Google.it (Italy) Search word is Italian word “piazza” Knowledge graph is gone
    • 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 • Search translations in Google Translate
    • Buddy Up With a Native
    • Native speakers will tell you which keywords are actually correct
    • Translate Existing Content
    • Make Sure Your Translations Make Sense
    • Double Check Translation Work
    • Keywords Need to Be Culturally Relevant
    • Leverage Keyword Data into New Content
    • Google Trends
    • Trends data is available for many years in multiple countries
    • Trends data is available for many years in multiple countries Trends data is available for many years in multiple countries
    • YouTube Worldwide
    • Look for Popular videos
    • Twitter Trends
    • Twitter trends will show popular topics for nearly any country
    • SurveyMonkey Audience
    • Learn From the Data and Update
    • 5 Things to Remember
    • 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!!!