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Improve Your ROI With International SEO (ISEO)

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Learn tips and best practices on how to improve ROI with international and multilingual search engine optimization.

Although studies have shown that people prefer to use the web in their native language, translating websites was traditionally a complicated task, requiring significant IT-resources. Furthermore, translated websites often fail to reach their potential ROI because they skip the step of international search engine optimization.

In this hour-long webinar, Péter Faragó, Co-founder and CEO of Easyling reviewed the latest developments in website translation technology and showed how to choose the right method to translate and localize your website. Chris Raulf, international digital marketing expert and founder of Boulder SEO Marketing will cover the basics of ISEO, including:

- The steps before translating the website
- Multilingual and international keyword research
- The crucial tools and technologies supporting the ISEO process

View the recording of this webinar by visiting: http://www.boulderseomarketing.com/webinar-improve-your-roi-with-international-and-multilingual-seo-iseo

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Improve Your ROI With International SEO (ISEO)

  1. 1. Presented by: Péter Faragó Co-founder and CEO of Easyling www.easyling.com www.twitter.com/easyling_com Chris Raulf Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris [Webinar] Improve Your ROI With International and Multilingual SEO (ISEO) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Wednesday, May 24, 2017
  2. 2. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Péter •  Peter started his IT carrier with a good old Commodore 64, hasn't stopped since •  His passion: to solve problems with IT without creating new ones •  He's got very concrete answers about the meaning of life About Easyling •  In the website translation tech business since 2012 •  Offers state of-the-art website translation technologies for LSPs •  Easyling is the only LSP independent translation proxy provider in the world, used by the largest LSPs [Welcome] Péter and Easyling
  3. 3. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Chris •  Born and raised in Switzerland; moved to Boulder, CO in 1996 •  Two amazing kids; love soccer, skiing, mountain biking, hiking, yoga, rock climbing... and crafty Colorado beer •  2+ decades in search engine optimization and digital marketing •  12-year localization and internationalization industry veteran Boulder SEO Marketing •  Affordable SEO Packages •  Site Audits •  International and Multilingual SEO •  SEO Training •  Content Marketing •  Social Media Marketing •  Pay-per-Click (PPC) and more [Welcome] Chris and Boulder SEO Marketing
  4. 4. [Improve Your ROI With International and Multilingual SEO (ISEO)] Agenda www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  Website Translation in 2017 •  Live Demo •  Setting the Stage: The Importance of SEO and ISEO •  An Introduction to the “5 Pillars of ISEO” Methodology •  Laying the Foundation: Source Language Keyword Research •  An Introduction to Multilingual & International Search Engine Optimization (ISEO) •  The “5 Pillars of ISEO” Methodology •  ISEO Project and Process Templates •  Using Google Analytics and Google Search Console for Market Research •  There’s More Than Google •  The Basic ISEO Process: An Overview •  Key to Success: Multilingual and International SEO Resource / Linguist •  Keyword Research for ISEO •  Multilingual On-Page Optimization and Content Marketing Best Practices •  International and Multilingual Social Media Marketing •  Audit and Measure •  Questions & Answers
  5. 5. Setting the Stage: The Importance of SEO & ISEO
  6. 6. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [A Quick Disclaimer] This Stuff Changes all the Time
  7. 7. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris The Best Place to Hide a Dead Body…
  8. 8. [Numbers Don’t Lie] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris The journey from 314 organic Google search visits per month to 4,204: 1339% increase in Google organic search traffic in 3 ½ years.
  9. 9. [Numbers Don’t Lie] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1339% increase in Google organic search traffic = 800% increase in revenues directly related to Google organic search traffic.
  10. 10. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Nearly 140,000 new websites are created every day
  11. 11. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source: http://dig.multilingual.com/2017-03/#
  12. 12. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source: http://dig.multilingual.com/2017-03/#
  13. 13. [New Websites and More Content] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  14. 14. [ISEO Foundation] Multilingual Content Creation and Optimization www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Educate your clients or your boss] The multilingual content has to be better or at least as good as the source content. [Your argument for professional translation and transcreation services] Machine translation does absolutely nothing for SEO; quite the opposite in fact! Let me explain.
  15. 15. The “5 Pillars of SEO” Methodology
  16. 16. [SEO Strategy] The “5 Pillars of SEO” Methodology www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1.  Technical Health of Website 2.  Website Functionality / User Experience 3.  On-Page Search Engine Optimization 4.  Off-Page Search Engine Optimization 5.  Social Media Marketing Content Marketing What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/ 200-250 main ranking signals; potentially 1000s of sub-ranking signals.
  17. 17. [SEO Project Templates] A Winning Team www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1.  Onboarding Template: https://goo.gl/zmBLmy 2.  Meeting Agenda: https://goo.gl/w8KXLf 3.  Marcom Template: https://goo.gl/lKwcZ1 4.  Content Development Template: https://goo.gl/YNCcWY
  18. 18. [SEO Project Templates] Overview www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris www.boulderseomarketing.com/seo-training
  19. 19. Keyword Research for SEO / Meta Content Optimization
  20. 20. [Keyword Research for SEO] Pick Your Destination www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  21. 21. [Meta Content Optimization] Tips and Best Practices www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris ü Title tag: 50 - 60 characters ü Description tag: 150 - 160 characters ü Keywords tag: 2-4 target SEO keywords ü Include a keyword in the URL ß Snippet
  22. 22. Why Multilingual and International Search Engine Optimization (ISEO)
  23. 23. [International and Multilingual SEO] Why? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  It HAS to be part of your website L10n services •  Excellent upsell opportunity for LSPs •  You can charge a premium •  Local markets are often saturated and hyper competitive •  Even smaller companies can now compete on a global level •  In some international markets, more people are now online than in the US •  One of the least expensive, yet most effective ways to expand and grow a business on a global scale •  It’s exciting and fun!
  24. 24. [International and Multilingual SEO] Ask Yourself | Quick Group Exercise www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  Is there a market for what I’m trying to sell in the target country? •  Are people actively searching online for what I’m going to offer? •  How competitive is the target market? •  Am I able to logistically deliver the product or service? •  Are there legal restrictions that would prevent me from selling my products or services in the foreign target market? •  Will I need to offer multilingual sales and customer support? •  Do I need to put payment systems in place in order to get paid in the foreign target market? •  Etc.
  25. 25. An Introduction to Multilingual and International Search Engine Optimization (ISEO)
  26. 26. [It’s a Big World] Think “Inside” the Box… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Question: What do these countries, territories and places have in common? •  Australia, Anguilla, Antigua and Barbuda •  The Bahamas, Barbados, Bermuda, Belize (Belizean Kriol), the British Indian Ocean Territory, the British Virgin Islands •  Canada, the Cayman Islands •  The Falkland Islands •  Gibraltar, Grenada, Guam, Guernsey, Guyana •  Ireland, Isle of Man •  Jamaica, Jersey •  Montserrat •  Nauru, New Zealand •  Pitcairn Islands •  Saint Helena, Saint Kitts and Nevis, Saint Vincent and the Grenadines, Singapore, South Georgia and the South Sandwich Islands •  Trinidad and Tobago, the Turks and Caicos Islands, •  The United Kingdom, the U.S. Virgin Islands, the United States Answer: English is the primary language!
  27. 27. [English] It’s a Big World. Think “Inside” the Box… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source: http://www.24point0.com/ppt-shop/editable-ppt-map-english-speaking-countries
  28. 28. [Why ISEO?] Keyword: golf balls (USA) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  29. 29. [Why ISEO?] Keyword: golf balls (Worldwide) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  30. 30. [Why ISEO?] Google Search Results Page USA www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  31. 31. [Why ISEO?] Google Search Results: Incognito and Worldwide www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  32. 32. [Why ISEO?] Google Search Results Page USA www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris USA Canada Australia New Zealand UK
  33. 33. The “5 Pillars of ISEO” Methodology
  34. 34. [International and Multilingual SEO] The “5 Pillars of ISEO” Methodology www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1.  Technical Health of Website 2.  Website Functionality / User Experience 3.  On-Page Search Engine Optimization 4.  Off-Page Search Engine Optimization 5.  Social Media Marketing Content Marketing What is ISEO? https://www.linkedin.com/pulse/what-international-search-engine-optimization-iseo-chris-raulf 200-250 main ranking signal. Potentially 1000s of sub-ranking signals.
  35. 35. [ISEO] You Need a Strong Team and Processes www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Resources: •  SEO Manager –  Develop strategy –  Manage team and drive process –  Analyze date •  In-Country ISEO Resources –  Native-speaking ISEO expert •  Keyword research and transcreation •  Content development: Meta tags, alt / image tags, content development / edit –  Reviewer –  Technical support •  Content Creator –  Web content, blog posts, in-depth articles, white papers, case studies, etc. •  Social Media Expert –  Draft and publish social media messages –  Community management, etc. •  Webmaster / Webdesigner
  36. 36. ISEO Project and Process Templates
  37. 37. [International and Multilingual SEO] Use Project Templates www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1.  ISEO Templates: https://goo.gl/ANIhpC 2.  SEO Onboarding Doc: https://goo.gl/zmBLmy 3.  Meeting Agenda: https://goo.gl/w8KXLf 4.  Marcom Spreadsheet: https://goo.gl/PGlGFX 5.  Content Development Doc: https://goo.gl/YNCcWY
  38. 38. Using Google Analytics and Google Search Console for Market Research
  39. 39. [Google Analytics] Find Your “Low-hanging Fruit” Markets www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  40. 40. [Google Search Console] What Is Working Already? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  41. 41. [Google Search Console] What Is Working Already? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  42. 42. There’s More Than Google
  43. 43. [Google] Global Search Engine Market Share www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source: h*p://returnonnow.com/internet-marke6ng-resources/2015-search-engine-market-share-by-country/
  44. 44. The Basic ISEO Process: An Overview
  45. 45. Basic ISEO Process www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  ISEO Vendor: Product Training / Set-up / Analysis / File Prep •  ISEO Vendor: Train / Provide instructions for ML SEO expert / linguist •  ISEO Vendor: Keyword research and transcreation •  Customer: Review and approve transcreated keywords •  ISEO Vendor: Transcreation of title, description, keyword and image alt tags •  Customer: Review meta and alt tags •  ISEO Vendor: Review and light edit of localized web pages •  Customer: Review edited web pages •  ISEO Vendor: Review of changes and final QA •  Customer & ISEO Vendor: Update glossary and TM •  Customer & ISEO Vendor: Implement ongoing content development strategy •  Customer: Implement technical ISEO best practices •  Customer & ISEO Vendor: Ongoing in-country SEO
  46. 46. Key to Success: Multilingual and International SEO Resource / Linguist
  47. 47. [ISEO Vendor] Multilingual SEO Expert / Linguist Profile www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  Ideally someone in-country •  Professionally trained linguist •  Familiar or open to learning SEO and ISEO •  Interested and capable of working with tools such as: –  Google Market Finder –  Google KeywordPlanner –  Google Trends
  48. 48. Keyword Research for ISEO
  49. 49. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris •  Google Search Console: https://www.google.com/webmasters/tools •  Google Global Market Finder: http://translate.google.com/globalmarketfinder •  Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner •  Google Trends: https://www.google.com/trends •  Google Incognito Search / Isearchfrom.com: https://www.google.com
  50. 50. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  51. 51. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris http://translate.google.com/globalmarketfinder
  52. 52. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  53. 53. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  54. 54. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris h*ps://adwords.google.com/ko/KeywordPlanner/Home
  55. 55. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  56. 56. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  57. 57. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  58. 58. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris US English: Cell Phone
  59. 59. [Keyword Research Tools] International and Multilingual www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  60. 60. [Friendly Reminder] Update the Glossary and Translation Memory www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  61. 61. Multilingual On-Page Optimization and Content Marketing Best Practices
  62. 62. [ISEO] Basic On-Page Optimization Best Practices www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Use keywords in the URL. For example: •  http://domain.com/en/the-best-cell-phone-on-earth/ •  http://de.domain.com/das-beste-handy-auf-der-welt/ Title tag (50-60 characters): •  English: The [Product Name] is the Best Cell Phone on Earth •  German: Das [Produkt Name] ist das beste Handy auf der Welt Description tag (150-60 characters): •  English: Are you interested in buying the [Product Name]? It is frequently considered as the best cell phone on earth. | Click here for additional information. •  German: Sind Sie interessiert das [Product Name] zu kaufen? Es wird häufig als das beste Handy auf der Welt betrachtet. | Klicken Sie hier für weitere Informationen.
  63. 63. [Multilingual Content Development] Template www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Content Development Template: https://goo.gl/YNCcWY
  64. 64. ü  Target audience ü  AIDA Stage or main purpose ü  Which higher level page(s) will it support ü  Op6mized meta tags: •  Title [50 - 60 characters: Include main target SEO keyword] •  Descrip6on [150 - 160 characters: Include one or two target SEO keywords] •  Keywords [2-4 target SEO keywords] •  Alt / Images ü  Use keywords in the URL / Avoid extended characters ü  Blog post: At least 350 - 500 words | In-depth ar6cle: 1,000+ words | Press release: 350-450 words ü  Try to include an important target keyword in the first paragraph as well as a varia6on of that keyword in the last paragraph and hyperlink to an applicable internal page ü  One internal hyperlink per 100 words; try to include at least one high-quality external link to a relevant website ü  If possible, add an image and include an alt tag with a target keyword ü  Place keyword(s) in applicable H1, H2 & H3 heading ü  Don’t forget to include a call to ac6on! •  Share on social media •  Click / call to request a quote •  Download a white paper / view webinar, etc. ü  Submit to Google’s database: •  h*ps://www.google.com/webmasters/tools/googlebot-fetch •  h*ps://www.google.com/webmasters/tools/submit-url •  Share via Google+, Twi*er, LinkedIn, Facebook, etc. ü  Apply Schema or Google Markup: •  h*ps://www.google.com/webmasters/tools/data-highlighter •  www.schema.org [Checklist] Multilingual Content Creation and Optimization www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  65. 65. [Multilingual Content Marketing] Develop a Strategy www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Many localized sites are static. Search engines DON’T like static websites! Easy to develop and optimize multilingual content options include: •  Blog posts •  Press releases •  Case studies
  66. 66. International and Multilingual Social Media Marketing
  67. 67. [Social Media Marketing] Do You Love It? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  68. 68. Audit and Measure
  69. 69. [Data] Measure, Analyze and Improve www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris “If you can’t measure it, you can’t improve it” – Peter Drucker.
  70. 70. [Measure Your Data] Tools www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  71. 71. [Reporting] What and How to Track Data www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  72. 72. [Thank You] Improve Your ROI With International and Multilingual SEO (ISEO) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Péter Faragó Co-founder and CEO of Easyling www.easyling.com www.twitter.com/easyling_com Chris Raulf Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris Wednesday, May 24, 2017 Thank You! Questions?

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