International SEO & The Future of your ROI at #MozCon by @aleyda
 

International SEO & The Future of your ROI at #MozCon by @aleyda

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International SEO slides by Aleyda Solis presented at MozCon 2013

International SEO slides by Aleyda Solis presented at MozCon 2013

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International SEO & The Future of your ROI at #MozCon by @aleyda International SEO & The Future of your ROI at #MozCon by @aleyda Presentation Transcript

  • 05/07/2013 #MozCon Aleyda Solis / @aleyda / International SEO / SEER Interactive International SEO & The Future of your ROI
  • 05/07/2013 #MozCon today is a fantastic day
  • 05/07/2013 #MozCon It’s the most amazing day of my life as an SEO specialist. the best day of this seo specialist’s life
  • 05/07/2013 #MozCon +400%organic search revenue Wohoooooo! he has achieved the best results ever for his most important client
  • 05/07/2013 #MozCon This is an seo dream come true, an amazing success story Top rankings, highest organic search traffic, conversions and revenue in history.
  • 05/07/2013 #MozCon What will his client & boss do? You’re awesome!
  • 05/07/2013 #MozCon Give him a raise? Yay! After so much time a raise would be awesome.
  • 05/07/2013 #MozCon Some paid paid vacations? Like at Moz! How cool would that be?
  • 05/07/2013 #MozCon A promotion? Oh! A bit excessive but I could get used to this.
  • 05/07/2013 #MozCon raise your hand...
  • 05/07/2013 #MozCon What do you think he will get? Raise Vacation Promotion
  • 05/07/2013 #MozCon NONE OF THEM Raise Vacation Promotion What do you think he will get?
  • 05/07/2013 #MozCon They challenge him to get more More? But I already achieved all there was to get here!
  • 05/07/2013 #MozCon They challenge him to get more ABROAD
  • 05/07/2013 #MozCon His client ask him to go INTERNATIONAL There’s much more abroad.
  • 05/07/2013 #MozCon But how to do International SEO? I have no f*cking idea!
  • 05/07/2013 #MozCon Start by taking your seo explorer hat
  • 05/07/2013 #MozCon and getting ready for an seo adventure
  • 05/07/2013 #MozCon Let’s follow the International SEO Map in the Quest for your ROI
  • 05/07/2013 #MozCon identify your international seo potential 1
  • 05/07/2013 #MozCon Validate your company characteristics from an international perspective. identify your international seo potential
  • 05/07/2013 #MozCon identify your international seo potential Your international business & operations Validate your company characteristics from an international perspective. Geography, cultural & Language Factors Pricing & Currency Factors Web Goal Business Model Company Operations Web Content & Development
  • 05/07/2013 #MozCon identify your international seo potential Take into consideration your current site International activity.
  • 05/07/2013 #MozCon identify your international seo potential Take into consideration your current site International activity. Your international traffic status Country & Language Volume & Trend Keywords & Pages Traffic Sources Visits, Conversions & Conversion Rate
  • 05/07/2013 #MozCon identify your international seo potential Take into consideration your current site International activity. Use Google Analytics Country and Language Reports Your international traffic status
  • 05/07/2013 #MozCon identify your international seo potential Identify your site current international search visibility.
  • 05/07/2013 #MozCon identify your international seo potential Your international search visibility status Country Volume & Trend Queries & Pages Identify your site current international search visibility. Impressions, Clicks & CTR
  • 05/07/2013 #MozCon identify your international seo potential Your international search visibility status Identify your site current international search visibility. Use Google Webmaster Tools Search Queries Report
  • 05/07/2013 #MozCon identify your international seo potential Research your international industry search activity.
  • 05/07/2013 #MozCon identify your international seo potential Research your international industry search activity. Country & Language Search Volume, Trend & Seasonality KeywordsSearch Engines Devices Competitors Your international industry search activity
  • 05/07/2013 #MozCon identify your international seo potential Research your international industry search activity. Keyword Analysis Use these tools, including those from the most popular search engines in the targeted country Your international industry search activity
  • 05/07/2013 #MozCon identify your international seo potential Research your international industry search activity. Beware of differences with the same language among countries Your international industry search activity American English British English “Search Engine Optimization” “Search Engine Optimisation” “User behavior” “User behaviour” “I’m going to check my diary” “I’m going to check my agenda”
  • 05/07/2013 #MozCon identify your international seo potential Research your international industry search activity. Get Native support to help you along the SEO project Your international industry search activity
  • 05/07/2013 #MozCon identify your international seo potential Company Characteristics from an international perspective Current site international activity Current international search visibility International industry search activity
  • 05/07/2013 #MozCon identify your international seo potential Calculate for each international market Cost of international Web projectNumber of Conversions for a break-even Average conversion value = No. of Conversions for Break-evenNumber of visits for a break-even Average Conversion Rate = Original calculations by @seohimanshu http://www.seotakeaways.com/roi-calculations-seo/
  • 05/07/2013 #MozCon identify your international seo potential Is your International SEO Project viable? >Your International SEO potential Visits & Conversions for a break-even Yes No Continue with the international Web & SEO project. Might be too early Buy & secure your ccTLDs for future activity For most important countries Create custom alerts in Google Analytics
  • 05/07/2013 #MozCon Target your international search audience 2 1
  • 05/07/2013 #MozCon Target your international search audience Is location a factor that influence your Web operations? Yes No Are there enough traffic & conversions to target each country? Language Targeting Yes No Country Targeting You can start with Set your International Target: Country vs. Language.
  • 05/07/2013 #MozCon Target your international search audience Understand your International Audience behavior and characteristics.
  • 05/07/2013 #MozCon Target your international search audience Understand your International Audience behavior and characteristics. Demographic characteristics Cultural factors Online & buying preferences Identify your audience profile
  • 05/07/2013 #MozCon Target your international search audience Understand your International Audience behavior and characteristics. Identify your audience profile Use tools & studies like these
  • 05/07/2013 #MozCon Target your international search audience Research your International Competitors.
  • 05/07/2013 #MozCon Target your international search audience Research your International Competitors. Your Competitors Behavior & characteristics Most popular products & content Unique selling proposition Weaknesses & Strengths Other marketing activities Online community
  • 05/07/2013 #MozCon Target your international search audience Research your International Competitors. Your competitors behavior & characteristics Use these tools
  • 05/07/2013 #MozCon Target your international search audience Now you can set the best SEO strategy, the keywords & pages to promote and define goals to target for each International market. International audience behavior International competitors characteristics Initial seo potential research
  • 05/07/2013 #MozCon Develop an internationally optimized site 31 2
  • 05/07/2013 #MozCon Make your International content crawlable & indexable with its own Web structure. Don’t use cookies or scripts to show your international content through the same URLs Develop an internationally optimized site
  • 05/07/2013 #MozCon Develop an internationally optimized site If you’re country targeting: Enable a specific Web structure for each country. ccTLDs www.yourbrand.es www.yourbrand.es/categoria-a/ Sub-directories www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ Sub-domains es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/
  • 05/07/2013 #MozCon Develop an internationally optimized site ccTLDs * Best alternative to geolocate * Require more technical resources * Require more efforts to grow popularity Sub-directories Sub-domains * Require less technical resources * Require less efforts to grow popularity * Require more technical resources * Require more efforts to grow popularity If you’re country targeting: Enable a specific Web structure for each country.
  • 05/07/2013 #MozCon Develop an internationally optimized site ccTLDs for Country Targeting If you’re country targeting: Enable a specific Web structure for each country.
  • 05/07/2013 #MozCon Develop an internationally optimized site Sub-directories for Country Targeting If you’re country targeting: Enable a specific Web structure for each country.
  • 05/07/2013 #MozCon Develop an internationally optimized site Sub-directories www.yourbrand.com/es/ www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/ If you’re language targeting: Enable a specific Web structure for each language.
  • 05/07/2013 #MozCon Develop an internationally optimized site Sub-directories * Require less technical resources * Require less efforts to grow popularity * Deeper url structure * Require more technical resources * Require more efforts to grow popularity * shorter URL structure Sub-domains If you’re language targeting: Enable a specific Web structure for each language.
  • 05/07/2013 #MozCon Develop an internationally optimized site Sub-directories for language targeting No Flags! Remember you’re not targeting countries but languages If you’re language targeting: Enable a specific Web structure for each language.
  • 05/07/2013 #MozCon Develop an internationally optimized site Sub-domains for language targeting If you’re language targeting: Enable a specific Web structure for each language.
  • 05/07/2013 #MozCon Develop an internationally optimized site 3 4 1 2 5 6 Localize / translate your complete International Website Experience: From branding to URLs! 7
  • 05/07/2013 #MozCon Develop an internationally optimized site 1 2 3 4 7 Title & Meta Description URLs Phone, delivery info, currency Menu & navigation elements 5 Headings Price 6 Images Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site 8 9 Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site 8 9 Reviews Products information & descriptions Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site Get native help to avoid translation mistakes and make your Web attractive for the targeted market Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site Internationalized domain names can be tricky to handle: It’s better to transliterate domain names & URLs for non-ASCII characters Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site And remember to not leave urls in English Localize / translate your complete International Website Experience: From branding to URLs!
  • 05/07/2013 #MozCon Develop an internationally optimized site Make your International Web versions easily findable featuring a visible & crawlable menu...
  • 05/07/2013 #MozCon Develop an internationally optimized site And by suggesting your International versions when they’re relevant, not automatically redirecting users. Don’t take your users where they haven’t asked to go, give them the alternative to choose
  • 05/07/2013 #MozCon Develop an internationally optimized site Indicate your pages language and country targeting through hreflang annotations. Google Specification: http://bit.ly/googlehreflang Include the hreflang annotations in the code
  • 05/07/2013 #MozCon Develop an internationally optimized site Include the hreflang annotations in your XML Sitemaps too. Media Flow hreflang tool: http://bit.ly/hreflangsitemap Include the hreflang annotations in the XML Sitemap
  • 05/07/2013 #MozCon Develop an internationally optimized site You can also specify the “content-language” meta tag or html “lang”, used by Bing. Bing Specification: http://bit.ly/binglang
  • 05/07/2013 #MozCon Develop an internationally optimized site If you’re country targeting and using a gTLD, use search engines Webmaster Tools geolocation feature.
  • 05/07/2013 #MozCon Develop an internationally optimized site Now that you have a user friendly and optimized International Web presence, you can build its popularity.
  • 05/07/2013 #MozCon Grow your International Search Popularity 4 31 2
  • 05/07/2013 #MozCon Grow your International Search Popularity Research & understand your international competitors link building strategies, sources and the existing popularity gap.
  • 05/07/2013 #MozCon Grow your International Search Popularity Link Volume, Sources & types Linked Content Link quality vs. Quantity Link trend over time Social Activity & profile International link popularity analysis Competition is usually lower than in the US. Research & understand your international competitors link building strategies, sources and the existing popularity gap.
  • 05/07/2013 #MozCon Grow your International Search Popularity Social Crawlytics Use these tools Research & understand your international competitors link building strategies, sources and the existing popularity gap. International link popularity analysis
  • 05/07/2013 #MozCon Grow your International Search Popularity Do the same with your international audience profile, behavior and characteristics to be able to connect with it.
  • 05/07/2013 #MozCon Grow your International Search Popularity International audience analysis Favorite content topics & formats Most popular social networks Favorite media & blogs Industry influencers Do the same with your international audience profile, behavior and characteristics to be able to connect with it.
  • 05/07/2013 #MozCon Grow your International Search Popularity Do the same with your international audience profile, behavior and characteristics to be able to connect with it. International audience analysis Use these tools
  • 05/07/2013 #MozCon Grow your International Search Popularity Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience.
  • 05/07/2013 #MozCon Grow your International Search Popularity Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience. Always have native support & validation for strategy & outreach Learn to leverage Local sites & cultural factors Build a relationship with local influencers & Media Track the response behavior in different countries Develop an international link building campaign Identify what works better in each country to scale
  • 05/07/2013 #MozCon Grow your International Search Popularity Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience. Develop an international link building campaign Use these tools
  • 05/07/2013 #MozCon Grow your International Search Popularity Remember that is also about aligning and optimizing your company’s current product, content, marketing and even, operations activities to connect with your international audience.
  • 05/07/2013 #MozCon Remember that is also about aligning and optimizing your company’s current product, content, promotional and even, operations activities to connect with your international audience. Grow your International Search Popularity Take a look at this example from a job advertisement in Spain
  • 05/07/2013 #MozCon Grow your International Search Popularity Win the popularity race against your competitors by learning quick to connect with your audience, optimizing and being constant with your link building actions to become an authority in your international industries.
  • 05/07/2013 #MozCon Measure your international SEO activity 5 4 31 2
  • 05/07/2013 #MozCon Measure your international SEO activity Track each of your International Web versions and search presence independently: From Webmaster Tools to rankings and Web analytics.
  • 05/07/2013 #MozCon Measure your international SEO activity Track each of your International Web versions and search presence independently: From Webmaster Tools to rankings and Web analytics. Measure your international Web & search presence Enable profiles for sub-directories & sub-domains in Google Analytics Create independent properties for each cctld Set each Web version in Webmaster tools & rank tracking software for the relevant search engine
  • 05/07/2013 #MozCon Measure your international SEO activity Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make decisions. Segment & analyze Keywords & Pages Rankings, visits, conversions, average conversion value & conversion rate For each international Web version Language, location, Device & Sources of traffic
  • 05/07/2013 #MozCon Pay special attention Measure your international SEO activity Currency settings Cross-domain tracking Country & Language traffic alignment Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make decisions.
  • 05/07/2013 #MozCon Use these tools Measure your international SEO activity Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make decisions.
  • 05/07/2013 #MozCon Measure your international SEO activity These are just the fundamental aspects! Web analytics for International Websites is a world of its own.
  • 05/07/2013 #MozCon Measure your international SEO activity Take a look at these international Web analytics presentations bit.ly/intwebanalytics-david bit.ly/intwebanalytics-ani These are just the fundamental aspects! Web analytics for International Websites is a world of its own.
  • 05/07/2013 #MozCon Now you know the status of your organic search visibility, visits, conversions and your customers response to your efforts ... But what’s your International SEO ROI? Measure your international SEO activity
  • 05/07/2013 #MozCon Check your international SEO ROI 5 4 31 2 6
  • 05/07/2013 #MozCon Check your international SEO ROI Number of conversionsROI by number of conversions International SEO project cost = ROI by number of visits = or Average conversion value*( ) - International SEO project cost[ ] Average conversion rate International SEO project cost Average conversion value *( ) - international seo project cost[ ]Visits * You can calculate your International SEO ROI with this formula... You can do it in two different ways
  • 05/07/2013 #MozCon Check your international SEO ROI You can do it in two different ways Number of conversionsROI by number of conversions International SEO project cost = ROI by number of visits = or Average conversion value*( ) - International SEO project cost[ ] Average conversion rate International SEO project cost Average conversion value *( ) - international seo project cost[ ]Visits * You can calculate your International SEO ROI with this formula... meh, too complicated!
  • 05/07/2013 #MozCon Check your international SEO ROI Or use the International SEO ROI Calculator!Exclusively built for #MozCon http://bit.ly/seoroi-calculator
  • 05/07/2013 #MozCon Check your international SEO ROI With this information, you’ll be able to assess your International SEO activities and make the most out of your International Websites.
  • 05/07/2013 #MozCon 5 4 31 2 measure promote optimize Identify Target benefit 6 Let’s review the international SEO ROI map
  • 05/07/2013 #MozCon 5 4 31 2 measure promote optimize Identify Target Let’s review the international SEO ROI map benefit 6 Now you know the path to develop a successful International SEO Process and grow your ROI.
  • 05/07/2013 #MozCon 5 4 31 2 measure promote optimize Identify Target Let’s review the international SEO ROI map This is so great, thanks. My client will be impressed. I’m going to start right away. benefit 6 ...and the awesome #MozCon audience can now start with it too.
  • 05/07/2013 #MozCon You can also be International SEO adventurers!
  • 05/07/2013 #MozCon Just one more thing to make your International SEO adventure easier...
  • 05/07/2013 #MozCon The INTERNATIONAL SEO MAP www.internationalseomap.com with the ROI Calculator Here’s the map also published on a Website so you never get lost.
  • #MozCon Got International SEO Questions? Aleyda Solis / @aleyda / International SEO / SEER Interactive
  • 05/07/2013 #MozCon Images Credits http://www.flickr.com/photos/hoyvinmayvin/ http://www.flickr.com/photos/pedrovezini/ http://www.flickr.com/photos/gin_soak/ http://www.flickr.com/photos/alpower/, http://www.flickr.com/photos/donsolo/ http://www.flickr.com/photos/st3f4n/, http://www.flickr.com/photos/fotodipablo/ http://www.flickr.com/photos/kalexanderson/, http://www.flickr.com/photos/rob-young/ http://www.flickr.com/photos/puuikibeach/, http://www.flickr.com/photos/kwl/ http://www.flickr.com/photos/80497449@N04/ http://www.flickr.com/photos/tim_norris/ http://www.flickr.com/photos/photomequickbooth/ http://www.flickr.com/photos/thekellyscope/ http://www.flickr.com/photos/han_shot_first/ http://www.flickr.com/photos/s3a/ http://www.flickr.com/photos/joriel/ http://www.flickr.com/photos/rhinoneal/ These photographers are amazing! Thanks for the pictures.