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Taking your International SEO to the next level at #SMXParis
 

Taking your International SEO to the next level at #SMXParis

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    Taking your International SEO to the next level at #SMXParis Taking your International SEO to the next level at #SMXParis Presentation Transcript

    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti taking your international seo to the next level succeeding abroad in competitive industries
    • SALUT PARIS #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti ALEYDA SOLIS ! INTERNATIONAL SEO CONSULTANT ! +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS ! FOUNDER OF ORAINTI INTERNATIONAL SEO CONSULTANCY
    • LET’S DO INTERNATIONAL SEO #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti the formula is 50% of your current seo + 25% new web structure + 25% new language, right? easy! it’s just about extrapolating what you have, but in another cctld
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti what? one does not simply extrapolate & “succeed” at international seo! don’t fool yourself!
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti international seo is a bit like football
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti you can’t compete internationally by relying on just one star player tactic we duplicated the content and placed it in different cctlds, but it didn’t worked!
    • you can’t compete internationally by relying on just one star player tactic we duplicated the content and placed it in different cctlds, but it didn’t worked! #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti zalando.fr google.be COUNTRY MISALIGNMENT ISSUES take a look at this example
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti succeeding in football international seo requires 
 a full & multidisciplinary team effort, ESPECIALLY IN COMPETITIVE MARKETS i’m the international link builder i optimized the international web structure i localized all the content
    • succeeding in football international seo requires 
 a full & multidisciplinary team effort i’m the international link builder i optimized the international web structure i localized all the content #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti PIXMANIA.es MEDIAMARKT.es google.es LOCALIZED, ALIGNED & POPULAR AMAZON.es here’s how to do it
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti to win in competitive international markets you need a FULL strategic approach
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti FROM an OPTIMIZED defense international web structure
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti to a proactive FORWARD INTERNATIONAL LINK BUILDING CAMPAIGN
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti PASSING BY AN EFFECTIVE midfield LOCALIZED & RELEVANT CONTENT
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti develop your international web popularity 3create & optimize localized content searched by your international audience 2 optimize your international Web structure 1 let’s go through the process
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti optimize your international web structure 1
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti identify & validate your international web targeting: language vs. country country targeting chile mexico english english language targeting
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti here’s a country targeted website
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti and here’s a language targeted one
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti which criteria you should use to select your international targeting?
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti take also into consideration your resources restrictions & requirements TECHNICAL FEASIBILITY & SUPPORT FOR MULTI COUNTRY / LANGUAGE SETTING MULTILINGUAL CONTENT DEVELOPMENT & UPDATE ONGOING NATIVE SUPPORT BUDGET & AVAILABILITY INTERNATIONAL PRODUCT / SERVICE DELIVERY INTERNATIONAL PRICING & CURRENCY INTERNATIONAL LEGAL & OPERATION CONSTRAINTS
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti select the best web structure based on your international targeting VS
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti country target: cctlds vs. sub-directories vs. sub-domains BEST TO GEOLOCATE. HARDER TO BUILD POPULARITY SUITABLE WITH GTLDS. BEST TO LEVERAGE MAIN DOMAIN POPULARITY. CAN BE GEOLOCATED. SUITABLE WITH GTLDS. BEST FOR SITE WITH A HIGH VOLUME OF PAGES. CAN BE GEOLOCATED.
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti LANGUAGE target: sub-directories vs. sub-domains BEST IF YOUR CONTENT VOLUME IS NOT HIGH AND NOT SO MANY LINK BUILDING RESOURCES BEST TO INDEX MORE CONTENT, AVOID ADDING MORE DEPTH TO YOUR WEB STRUCTURE AND HAVE RESOURCES FOR LINK BUILDING
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti AVOID SHOWING YOUR INTERNATIONAL CONTENT IN THE SAME URL, USING SCRIPTS
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti or using urls with parameters, leaving the urls in the initial language
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti optimize all of your web experience with the right language & terms
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti and remember to translate the urls
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti detect & recommend the appropriate version based on ip or browser language
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti always test interstitials & automatic redirects, to avoid crawling issues
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti and potentially assuming too much about the visitor
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti use screaming frog, deep crawl, strucr crawlers to check this http://www.screamingfrog.co.uk/seo-spider/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti AVOID RESULTS MISALIGNMENTS BY SpecifyING the language and country 
 OF YOUR INTERNATIONAL WEB VERSIONS using hreflang annotations
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti but make sure to include the right language & country code to hreflang tags http://nerdydata.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti *OUCH* careful there!
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti refer to google’s specification when implementing the hreflang tags https://support.google.com/webmasters/answer/189077?hl=en
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti use the hreflang tag generator tool and validator to verify them http://www.internationalseomap.com/ hreflang-tags-generator/ http://flang.dejanseo.com.au/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti OR USE SEO CRAWLERS TO CHECK ITS USAGE TOO http://www.screamingfrog.co.uk/seo-spider/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti YOU CAN ALSO INCLUDE THE HREFLANG ANNOTATIONS IN XML SITEMAPS 
 & USE THE MEDIA FLOW TOOL TO GENERATE THEM http://www.themediaflow.com/tool_hreflang.php
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti use the html lang, content language meta tags & http headers to specify 
 your language too… making sure you’re featuring the right code http://www.w3schools.com/tags/ref_language_codes.asp
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti IF YOU’RE NOT USING A CCTLD FOR COUNTRY TARGETING, YOU SHOULD GEOLOCATE EACH OF YOUR INTERNATIONAL WEB VERSIONS WITH THE SEARCH ENGINE WEBMASTER TOOLS
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti use a proxy software or a google search international switcher TO VALIDATE THAT EACH OF YOUR INTERNATIONAL WEB VERSIONS ARE CORRECTLY SHOWN IN SERPS http://isearchfrom.com/ https://www.hidemyass.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti BY FOLLOWING THE PREVIOUS RECOMMENDATIONS YOU will minimize 
 international search results alignment issues http://semrush.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti create localized, optimized content 2
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti remember that your international audience, 
 although speaking the same language might not use the same terms
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti it’s fundamental that you develop a keyword research for each one of your international web audiences, even if they speak the same language search volume, seasonality & competition current rankings & content existence industry keyword suggestions competitors keywords performance current keywords & content performance business goals, volume & profitability your prioritized keywords and topics relevance & intent
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti you can start by identifying the queries already giving you visibility 
 from these international markets with your webmaster tools
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti expand and validate each of the keywords ideas, search volume 
 and trend using keywords tools supporting international search http://keywordtool.io/ http://semrush.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti you should use the specifically relevant & popular terms in each 
 international market to optimize your content otherwise you won’t be found
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti make sure that all of your content is also always aligned 
 with the right international audience
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti and avoid the temptation to automatically translate the content or use google’s keyword market finder, as THESE ARE not completely accurate
    • otherwise you might end up alienating your 
 international audience with basic language mistakes #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti *OUCH* careful there!
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti you’ll need native language support to succeed IN international seo were you looking for a football player or it was a soccer one?
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti develop your international web popularity 3
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti you should build links for your foreign markets and the best way to do it 
 is by connecting, promoting and earning from your audience
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti identify who are your new competitors in each of your international 
 markets, their behavior, current rankings & content offering http://www.similarweb.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti use similarweb and semrush to identify this data http://www.semrush.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti research the link popularity & sources of your international search competitors by using open site explorer and majesticseo http://opensiteexplorer.org/ https://www.majesticseo.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti validate the level of authority of your competitors, the 
 volume & quality of links they have needed to rank where they are http://explorer.cognitiveseo.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti verify which has been the most shared content from 
 your competitors in social networks and who have shared them https://socialcrawlytics.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti check the overall most popular content about those topics in social networks to get additional ideas of what your international audience likes http://buzzsumo.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti identify the most important influencers within your community and 
 connect with them, as they can amplify and distribute your content http://tribalytics.com/ http://www.twtrland.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti with this information you’ll know the volume and quality of links you need, which are the topics to create content and who you should promote it to send it, I will share it with my followers and publish about it in my blog
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti start creating content (text, videos, offers) based on the identified patterns and promote it consistently with your influencers & community http://www.socialseeder.com/
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti it’s about connecting with your audience! 
 making the most out of their cultural characteristics & situation
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti now you’re ready to do international seo in competitive markets! 
 But before going, take a look at these tools that will surely help you just one more thing…
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti with these additional resources you’ll have extra support to advance faster http://moz.com/blog/40-plus-tools-to- advance-your-international-seo-process
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti it’s now your time to become a star in football 
 your international search markets allons-y!
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti merci! avez vous des questions?
    • #internationalseo at #SMXPARIS 2014 by @aleyda from @orainti ! https://www.flickr.com/photos/seven13avenue/2768996935/ https://www.flickr.com/photos/oblongpictures/4632596668/ https://www.flickr.com/photos/s3a/5063953857/ https://www.flickr.com/photos/gray_macbook/3203570191/ https://www.flickr.com/photos/nukamari/6962762373/ http://www.flickr.com/photos/traveller_40/7850508848/ http://www.flickr.com/photos/bonitas/184002359/ https://www.flickr.com/photos/polubeda/6553513963/ Photos under creative commons https://www.flickr.com/photos/taylormiles/1047043772/ https://www.flickr.com/photos/beatkueng/2570015898/ https://www.flickr.com/photos/easportsfifa/6542872113/ https://www.flickr.com/photos/isobrown/6286522213/ https://www.flickr.com/photos/calciostreaming/11145523936/ https://www.flickr.com/photos/easportsfifa/6542872751/ https://www.flickr.com/photos/chiky/8050013841/ https://www.flickr.com/photos/s3a/5064562522/