International SEO - Take your SEO abroad by @aleyda at #BrightonSEO

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International SEO - Take your SEO abroad by @aleyda at #BrightonSEO

  1. 1. TAKING YOUR SEO OR
  2. 2.  DOING
  3. 3.  INTERNATIONAL
  4. 4.  SEO
  5. 5.  ASKING
  6. 6.   (AND
  7. 7.  ANSWERING)
  8. 8.  THE
  9. 9.  RIGHT
  10. 10.  QUESTIONSABROAD
  11. 11. TAKING YOUR SEO INTERNATIONAL I’M
  12. 12.  ALEYDA
  13. 13.  SOLIS INTERNATIONAL
  14. 14.  SEO
  15. 15.  AT
  16. 16.  SEER
  17. 17.  INTERACTIVE
  18. 18.   aleydas@seerinteractive.com
  19. 19.  /
  20. 20.  @aleyda
  21. 21.  /
  22. 22.  www.aleydasolis.com
  23. 23. TAKING YOUR SEO INTERNATIONAL LET’S
  24. 24.  GO
  25. 25.  INTERNATIONAL...
  26. 26. TAKING YOUR SEO INTERNATIONALINTERNATIONAL?
  27. 27. TAKING YOUR SEO INTERNATIONALOTHER CULTURES
  28. 28. TAKING YOUR SEO INTERNATIONALDIFFERENT LANGUAGES
  29. 29. TAKING YOUR SEO INTERNATIONAL UNKNOWN COUNTRIES
  30. 30. TAKING YOUR SEO INTERNATIONAL ARE YOU AFRAID?
  31. 31. TAKING YOUR SEO INTERNATIONAL THE WORLD IS SMALLER THAN IT SEEMS
  32. 32. TAKING YOUR SEO INTERNATIONAL AND
  33. 33.  THE
  34. 34.  STEPS
  35. 35.  ARE
  36. 36.  STRAIGHTFORWARD 1 3 2 THE WORLD IS SMALLER THAN IT SEEMS
  37. 37. TAKING YOUR SEO INTERNATIONAL START
  38. 38.  BY
  39. 39.  ANSWERING
  40. 40.  THESE
  41. 41.  QUESTIONS! 1 3 HOW CAN I DEVELOP AN DO I HAVEINTERNATIONAL POTENTIAL? 2 SEO FRIENDLY INTERNATIONAL WEBSITE? HOW CAN I TARGET MY INTERNATIONAL AUDIENCE? THE WORLD IS SMALLER THAN IT SEEMS
  42. 42. TAKING YOUR SEO INTERNATIONAL 1 DO
  43. 43.  I
  44. 44.  HAVE
  45. 45.  INTERNATIONAL
  46. 46.  POTENTIAL?
  47. 47. TAKING YOUR SEO INTERNATIONAL DO
  48. 48.  I
  49. 49.  HAVE
  50. 50.  INTERNATIONAL
  51. 51.  POTENTIAL? Check your site International traffic status with Google Analytics
  52. 52. TAKING YOUR SEO INTERNATIONAL DO
  53. 53.  I
  54. 54.  HAVE
  55. 55.  INTERNATIONAL
  56. 56.  POTENTIAL? Check your site International traffic status Is there a high or growing percentage of visitors coming from other countries?
  57. 57. TAKING YOUR SEO INTERNATIONAL DO
  58. 58.  I
  59. 59.  HAVE
  60. 60.  INTERNATIONAL
  61. 61.  POTENTIAL? Check your site International traffic status Whats the volume and trend of conversions and the conversion rate of visitors coming from other countries?
  62. 62. TAKING YOUR SEO INTERNATIONAL DO
  63. 63.  I
  64. 64.  HAVE
  65. 65.  INTERNATIONAL
  66. 66.  POTENTIAL? Check your site International traffic status Whats the traffic source of visitors coming from other countries? Direct, organic, referrals?
  67. 67. TAKING YOUR SEO INTERNATIONAL DO
  68. 68.  I
  69. 69.  HAVE
  70. 70.  INTERNATIONAL
  71. 71.  POTENTIAL? Check your site International traffic status Which are the keywords and pages attracting this international traffic?
  72. 72. TAKING YOUR SEO INTERNATIONAL DO
  73. 73.  I
  74. 74.  HAVE
  75. 75.  INTERNATIONAL
  76. 76.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools
  77. 77. TAKING YOUR SEO INTERNATIONAL DO
  78. 78.  I
  79. 79.  HAVE
  80. 80.  INTERNATIONAL
  81. 81.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools How much visibility (Pageviews) does your Website get from each international location?
  82. 82. TAKING YOUR SEO INTERNATIONAL DO
  83. 83.  I
  84. 84.  HAVE
  85. 85.  INTERNATIONAL
  86. 86.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools Which Queries and Pages provide you this International Visibility?
  87. 87. TAKING YOUR SEO INTERNATIONAL DO
  88. 88.  I
  89. 89.  HAVE
  90. 90.  INTERNATIONAL
  91. 91.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools Does this visibility translate to clicks? What’s the CTR from these International Locations?
  92. 92. TAKING YOUR SEO INTERNATIONAL DO
  93. 93.  I
  94. 94.  HAVE
  95. 95.  INTERNATIONAL
  96. 96.  POTENTIAL? Do a quick Research with Google Keyword Tool for the identified Languages and Countries to validate their keyword search volume potential
  97. 97. TAKING YOUR SEO INTERNATIONAL DO
  98. 98.  I
  99. 99.  HAVE
  100. 100.  INTERNATIONAL
  101. 101.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools Whats the local monthly search volume for the relevant keywords in each of the countries and languages?
  102. 102. TAKING YOUR SEO INTERNATIONAL DO
  103. 103.  I
  104. 104.  HAVE
  105. 105.  INTERNATIONAL
  106. 106.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools Are there more suggested keyword ideas with a high level of search volume?
  107. 107. TAKING YOUR SEO INTERNATIONAL DO
  108. 108.  I
  109. 109.  HAVE
  110. 110.  INTERNATIONAL
  111. 111.  POTENTIAL? Check your site International Search Visibility with Google Webmaster Tools It’s the international audience distributed by language or there’s enough search volume for each country?
  112. 112. TAKING YOUR SEO INTERNATIONAL DO
  113. 113.  I
  114. 114.  HAVE
  115. 115.  INTERNATIONAL
  116. 116.  POTENTIAL? Identify more keyword opportunities with SEMrush or SearchMetrics that support other languages and countries
  117. 117. TAKING YOUR SEO INTERNATIONAL DO
  118. 118.  I
  119. 119.  HAVE
  120. 120.  INTERNATIONAL
  121. 121.  POTENTIAL? Do the potential traffic and conversions coming from these countries and languages compensate to build an International version? Yeah Nope You can move on with an It might be still too early. You International Web can secure the ccTLDs for the development and SEO process! countries with higher potential And also...
  122. 122. TAKING YOUR SEO INTERNATIONAL DO
  123. 123.  I
  124. 124.  HAVE
  125. 125.  INTERNATIONAL
  126. 126.  POTENTIAL? Create Custom Alerts in Google Analytics for the most important countries or languages so you’re notified when they bring you enough traffic to compensate an International Web Version for them
  127. 127. TAKING YOUR SEO INTERNATIONAL 2 HOW
  128. 128.  CAN
  129. 129.  I
  130. 130.  TARGET
  131. 131.  MY
  132. 132.  INTERNATIONAL
  133. 133.   AUDIENCE?
  134. 134. TAKING YOUR SEO INTERNATIONAL HOW
  135. 135.  CAN
  136. 136.  I
  137. 137.  TARGET
  138. 138.  MY
  139. 139.  INTERNATIONAL
  140. 140.  AUDIENCE? LANGUAGE COUNTRY Location is not a factor Location is a factor that Validate your type of that influence your influence your Web International targeting (per Web goals, products goals, products and and content offering content offering language or country), not vs only from a search but also There’s not enough There’s enough traffic business perspective traffic and conversion and conversion potential to target potential to target each country each country separately separately
  141. 141. TAKING YOUR SEO INTERNATIONAL HOW
  142. 142.  CAN
  143. 143.  I
  144. 144.  TARGET
  145. 145.  MY
  146. 146.  INTERNATIONAL
  147. 147.  AUDIENCE? Research each targeted audience online behavior with studies like TNS Digital Life and comScore Data Mine
  148. 148. TAKING YOUR SEO INTERNATIONAL HOW
  149. 149.  CAN
  150. 150.  I
  151. 151.  TARGET
  152. 152.  MY
  153. 153.  INTERNATIONAL
  154. 154.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international users for the desired targeting.
  155. 155. TAKING YOUR SEO INTERNATIONAL HOW
  156. 156.  CAN
  157. 157.  I
  158. 158.  TARGET
  159. 159.  MY
  160. 160.  INTERNATIONAL
  161. 161.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international users for the desired Which keywords they used and which pages they visited? countries and languages.
  162. 162. TAKING YOUR SEO INTERNATIONAL HOW
  163. 163.  CAN
  164. 164.  I
  165. 165.  TARGET
  166. 166.  MY
  167. 167.  INTERNATIONAL
  168. 168.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international users for the desired Which services or products theycountries and languages. ended-up buying?
  169. 169. TAKING YOUR SEO INTERNATIONAL HOW
  170. 170.  CAN
  171. 171.  I
  172. 172.  TARGET
  173. 173.  MY
  174. 174.  INTERNATIONAL
  175. 175.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international users for the desired What is the conversion volume and their conversion rate? countries and languages.
  176. 176. TAKING YOUR SEO INTERNATIONAL HOW
  177. 177.  CAN
  178. 178.  I
  179. 179.  TARGET
  180. 180.  MY
  181. 181.  INTERNATIONAL
  182. 182.  AUDIENCE? Use Google Trends to validate the seasonality and consumption trend of your offering for each targeted audience
  183. 183. TAKING YOUR SEO INTERNATIONAL HOW
  184. 184.  CAN
  185. 185.  I
  186. 186.  TARGET
  187. 187.  MY
  188. 188.  INTERNATIONAL
  189. 189.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international What’s the search behavior users for the desired and trend over the year countries and languages. for each of your product / service / content category?
  190. 190. TAKING YOUR SEO INTERNATIONAL HOW
  191. 191.  CAN
  192. 192.  I
  193. 193.  TARGET
  194. 194.  MY
  195. 195.  INTERNATIONAL
  196. 196.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international What’s the seasonality of your products and services for users for the desired each country and language? How’scountries and languages. it compared with your current market?
  197. 197. TAKING YOUR SEO INTERNATIONAL HOW
  198. 198.  CAN
  199. 199.  I
  200. 200.  TARGET
  201. 201.  MY
  202. 202.  INTERNATIONAL
  203. 203.  AUDIENCE? Get native language / country support to develop local and language relevant research. Use tools like Lexipedia for the markets you’re targeting to identify the relevant localized terms.
  204. 204. TAKING YOUR SEO INTERNATIONAL HOW
  205. 205.  CAN
  206. 206.  I
  207. 207.  TARGET
  208. 208.  MY
  209. 209.  INTERNATIONAL
  210. 210.  AUDIENCE? Go back to Google Analytics to identify the behaviour of your current international Which are the local terms you should use desired users for the for your products, content and Website interface to connect with countries and languages. your audience?
  211. 211. TAKING YOUR SEO INTERNATIONAL HOW
  212. 212.  CAN
  213. 213.  I
  214. 214.  TARGET
  215. 215.  MY
  216. 216.  INTERNATIONAL
  217. 217.  AUDIENCE? Use the SEOmoz keyword difficulty tool to identify your competitiveness along with your competitors for the relevant keywords in the desired markets
  218. 218. TAKING YOUR SEO INTERNATIONAL HOW
  219. 219.  CAN
  220. 220.  I
  221. 221.  TARGET
  222. 222.  MY
  223. 223.  INTERNATIONAL
  224. 224.  AUDIENCE? Which are the most and less competitive keywords for each international market?
  225. 225. TAKING YOUR SEO INTERNATIONAL HOW
  226. 226.  CAN
  227. 227.  I
  228. 228.  TARGET
  229. 229.  MY
  230. 230.  INTERNATIONAL
  231. 231.  AUDIENCE? Who are your main competitors for each desired international market? Which are their USPs, content, offering, functionality and user interface patterns? Who are linking to them?
  232. 232. TAKING YOUR SEO INTERNATIONAL HOW
  233. 233.  CAN
  234. 234.  I
  235. 235.  TARGET
  236. 236.  MY
  237. 237.  INTERNATIONAL
  238. 238.  AUDIENCE? Use Google’s display network site profile to get traffic and audience information about your international competitors.
  239. 239. TAKING YOUR SEO INTERNATIONAL HOW
  240. 240.  CAN
  241. 241.  I
  242. 242.  TARGET
  243. 243.  MY
  244. 244.  INTERNATIONAL
  245. 245.  AUDIENCE? Now you will have a much better understanding of your international landscape, how to compete and connect with your audience.
  246. 246. TAKING YOUR SEO INTERNATIONAL 3 HOW
  247. 247.  CAN
  248. 248.  I
  249. 249.  DEVELOP
  250. 250.  AN
  251. 251.  INTERNATIONAL
  252. 252.  SITE?
  253. 253. TAKING YOUR SEO INTERNATIONAL HOW
  254. 254.  CAN
  255. 255.  I
  256. 256.  DEVELOP
  257. 257.  AN
  258. 258.  INTERNATIONAL
  259. 259.  SITE? Choose the best site structure according to your characteristics
  260. 260. TAKING YOUR SEO INTERNATIONAL HOW
  261. 261.  CAN
  262. 262.  I
  263. 263.  DEVELOP
  264. 264.  AN
  265. 265.  INTERNATIONAL
  266. 266.  SITE? Assess each structure approach with their Pros Cons
  267. 267. TAKING YOUR SEO INTERNATIONAL HOW
  268. 268.  CAN
  269. 269.  I
  270. 270.  DEVELOP
  271. 271.  AN
  272. 272.  INTERNATIONAL
  273. 273.  SITE? If your international versions are country targeted and not using a ccTLDs, geotarget them through Google Webmaster Tools
  274. 274. TAKING YOUR SEO INTERNATIONAL HOW
  275. 275.  CAN
  276. 276.  I
  277. 277.  DEVELOP
  278. 278.  AN
  279. 279.  INTERNATIONAL
  280. 280.  SITE? If your international versions are country targeted and they can be locally hosted, using a country IP, do it
  281. 281. TAKING YOUR SEO INTERNATIONAL HOW
  282. 282.  CAN
  283. 283.  I
  284. 284.  DEVELOP
  285. 285.  AN
  286. 286.  INTERNATIONAL
  287. 287.  SITE? Target your sites to their relevant language / country markets with rel=alternate hreflang=x
  288. 288. TAKING YOUR SEO INTERNATIONAL HOW
  289. 289.  CAN
  290. 290.  I
  291. 291.  DEVELOP
  292. 292.  AN
  293. 293.  INTERNATIONAL
  294. 294.  SITE? Include the rel=alternate hreflang=x in your XML Sitemaps. You can use the Media Flow tool to do it.
  295. 295. TAKING YOUR SEO INTERNATIONAL HOW
  296. 296.  CAN
  297. 297.  I
  298. 298.  DEVELOP
  299. 299.  AN
  300. 300.  INTERNATIONAL
  301. 301.  SITE? 1. Titles Descriptions 2. Support, Addresses Currency 3. International Versions Options 4. Navigational elements 5. Headings 6. Main Content 7. Reviews / Comments Optimize and Localize each of your site elements for their markets
  302. 302. TAKING YOUR SEO INTERNATIONAL HOW
  303. 303.  CAN
  304. 304.  I
  305. 305.  DEVELOP
  306. 306.  AN
  307. 307.  INTERNATIONAL
  308. 308.  SITE? Make your international site structure and options crawlable and indexable towards bots and visible to users.
  309. 309. TAKING YOUR SEO INTERNATIONAL HOW
  310. 310.  CAN
  311. 311.  I
  312. 312.  DEVELOP
  313. 313.  AN
  314. 314.  INTERNATIONAL
  315. 315.  SITE? Be careful with automatic redirects, it’s friendlier to suggest
  316. 316. TAKING YOUR SEO INTERNATIONAL HOW
  317. 317.  CAN
  318. 318.  I
  319. 319.  DEVELOP
  320. 320.  AN
  321. 321.  INTERNATIONAL
  322. 322.  SITE? Promote within the international communities to earn local popularity. Identify influencers with Followerwonk and popular competitors content with Social Crawlytics.
  323. 323. TAKING YOUR SEO INTERNATIONAL HOW
  324. 324.  CAN
  325. 325.  I
  326. 326.  DEVELOP
  327. 327.  AN
  328. 328.  INTERNATIONAL
  329. 329.  SITE? Track your international rankings, traffic and conversions over time. Ranking tools like SEscout, Authority Labs and AWR support international results.
  330. 330. TAKING YOUR SEO INTERNATIONAL By following these guidelines you’re ready to develop SEO friendly International Websites.
  331. 331. TAKING YOUR SEO INTERNATIONALIT WAS NOT THATDIFFICULT RIGHT?
  332. 332. TAKING YOUR SEO INTERNATIONAL IT’S TIME TO TAKE OFF
  333. 333. TAKING YOUR SEO INTERNATIONAL IT’S TIME TO TAKE OFF Let’s
  334. 334.  go
  335. 335.  International!
  336. 336. TAKING YOUR SEO INTERNATIONAL THANKS QUESTIONS? ALEYDA
  337. 337.  SOLIS INTERNATIONAL
  338. 338.  SEO
  339. 339.  AT
  340. 340.  SEER
  341. 341.  INTERACTIVE
  342. 342.   aleydas@seerinteractive.com
  343. 343.  /
  344. 344.  @aleyda
  345. 345.  /
  346. 346.  www.aleydasolis.com
  347. 347. TAKING YOUR SEO INTERNATIONALIMAGES UNDER CREATIVE COMMONShttp://alphadesigner.com/mapping-stereotypes/,
  348. 348.  http://www.flickr.com/photos/sarunas_b/4153911128/,
  349. 349.  http://www.flickr.com/photos/anniemole/313981428/,
  350. 350.  http://pixabay.com/tr/g%C3%B6ky%C3%BCz%C3%BC-bulutlar-u%C3%A7aklar-jets-u%C3%A7ak-86002/ THEY’RE
  351. 351.  AMAZING

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