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3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013

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Presentation given at #OMCap Berlin about the most fundamental aspects to take into consideration when doing International SEO

Presentation given at #OMCap Berlin about the most fundamental aspects to take into consideration when doing International SEO


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  • 1. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 1 aleyda solis / international seo / seer interactive LET’S GO ABROAD: 3 ASPECTS TO ACHIEVE LONG-TERM INTERNATIONAL SEO SUCCESS
  • 2. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 2 achieve international seo success by @aleyda 1. AVOID LANGUAGE & COUNTRY SEARCH ALIGNMENT ISSUES
  • 3. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 3 achieve international seo success by @aleyda FUNDAMENTALS ARE A MUST BUT NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES
  • 4. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 4 achieve international seo success by @aleyda Spain, Colombian & Argentinian domains ranking in Mexican search results FOR A COMPETITIVE GENERIC QUERY searched from mexico WEB CANNIBALIZATION
  • 5. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 5 achieve international seo success by @aleyda US & Spain version ranking in Mexican search results for A branded query NON RELEVANT RESULTS
  • 6. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda DON’T MISS YOUR INTERNATIONAL SEARCH FOCUS
  • 7. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 7 achieve international seo success by @aleyda CHECK ANY misalignment with Analytics & Webmaster Tools data
  • 8. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 8 achieve international seo success by @aleyda Take a look at your competitors misalignment with SearchMetrics & SEMRush
  • 9. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 9 achieve international seo success by @aleyda INCLUDE HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
  • 10. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 10 achieve international seo success by @aleyda remember that it’s ok to use self-referring canonicals www.yourbrand.co.uk www.yourbrand.de <link rel="canonical" href="http://www.yourbrand.co.uk" /> <link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” /> <link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” /> <link rel="canonical" href="http://www.yourbrand.de" /> <link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” /> <link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” />
  • 11. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 11 achieve international seo success by @aleyda MAKE SURE YOU USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION TO DO IT THOUGH...
  • 12. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 12 achieve international seo success by @aleyda Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS
  • 13. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 13 achieve international seo success by @aleyda Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS http://www.internationalseomap.com/hreflang-tags-generator/
  • 14. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 14 achieve international seo success by @aleyda USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG ANNOTATIONS
  • 15. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 15 achieve international seo success by @aleyda USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG ANNOTATIONS http://www.themediaflow.com/resources/tools/href-lang-tool/
  • 16. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 16 achieve international seo success by @aleyda VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
  • 17. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 17 achieve international seo success by @aleyda VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR http://flang.dejanseo.com.au/
  • 18. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 18 achieve international seo success by @aleyda IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET WITH WEBMASTER TOOLS
  • 19. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 19 achieve international seo success by @aleyda If you REDIRECT OR use interstitials to TAKE YOUR USERS TO A MORE RELEVANT COUNTRY OR LANGUAGE VERSION -BASED ON THE IP OR BROWSER LANGUAGE- make sure the site content is still CRAWLABLE
  • 20. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 20 achieve international seo success by @aleyda It’s more user friendly to suggest: Don’t take YOUR users where they haven’t asked to go
  • 21. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 21 achieve international seo success by @aleyda if you’re language targeting don’t feature flags on the options: remember you’re targeting the language not the country
  • 22. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 22 achieve international seo success by @aleyda 2. AVOID AUTOMATIC & LITERAL TRANSLATIONS
  • 23. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 23 achieve international seo success by @aleyda don’t rely in automatic translators for decisive activities on your international seo project: keyword research, content development & optimization, outreach
  • 24. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 24 achieve international seo success by @aleyda DON’T RELY ON GOOGLE MARKET FINDER: IT’S NOT ALWAYS ACCURATE ON TRANSLATIONS SINCE IT USES GOOGLE TRANSLATE
  • 25. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 25 achieve international seo success by @aleyda AVOID GETTING LOST IN TRANSLATION
  • 26. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda take as a reference the terms & keywords already used by the top industry competitor in each country & language. you can use searchmetrics or semrush.
  • 27. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda have native language support (from native translators to interns) to do language RELATED activities.
  • 28. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 28 achieve international seo success by @aleyda Localize all of the different web areas of each of your pages: from urls, titles, prices, currency, DELIVERY OPTIONS, offers... and even branding & design
  • 29. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 29 achieve international seo success by @aleyda REMEMBER THAT YOUR INTERNATIONAL AUDIENCE EXPECT TO SEE COMMENTS AND GET SUPPORT IN THEIR OWN LANGUAGE
  • 30. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 30 achieve international seo success by @aleyda 3. become an authority in your international markets
  • 31. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 31 achieve international seo success by @aleyda AT THE START YOU’LL BE THE “NEW PLAYER”. YOU NEED TO BUILT YOUR REPUTATION... AND LINKS?
  • 32. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 32 achieve international seo success by @aleyda LEARN TO CONNECT WITH YOUR AUDIENCE AND GROW YOUR INTERNATIONAL VISIBILITY
  • 33. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 33 achieve international seo success by @aleyda USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR international audience behaviour
  • 34. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 34 achieve international seo success by @aleyda identify the most popular content, formats and networks of your international competitors so you understand your potential visitors preferences. use social crawlytics and majesticseo.
  • 35. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 35 achieve international seo success by @aleyda USE similarweb to identify the most relevant media, blogs and sites in your targeted country and establish collaboration with them
  • 36. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 36 achieve international seo success by @aleyda USE google trends and hot searches to identify seasonal & popular topics to leverage from each country
  • 37. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 37 achieve international seo success by @aleyda USE followerwonk, topsy & twitterfall to identify local industry influencers in social networks
  • 38. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 38 achieve international seo success by @aleyda Don’t get lost: Remember is about connecting AND GROWING with your international audience
  • 39. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 39 DANKE :) do you have questions? aleyda solis / international seo / seer interactive