From Unknown Foreigner to Local
Star How to succeed at real (not ideal) International SEO scenarios international seo at #searchlove by @aleyda from @woorank

Raise your hand if you
have International SEO experience international seo at #searchlove by @aleyda from @woorank

Raise your hand if you
have SUCCESSFUL International SEO experience international seo at #searchlove by @aleyda from @woorank

Going International is ATTRACTIVE NOM
NOM NOM! international seo at #searchlove by @aleyda from @woorank

Going International can be COMPLEX
CCTLDS OR SUB-DIRECTORIES? LANGUAGES OR COUNTRIES? international seo at #searchlove by @aleyda from @woorank

Going International requires a LOCALIZED
approach DO I LOOK LIKE A NATIVE NOW? international seo at #searchlove by @aleyda from @woorank

Here’s what I’ve learned after
+5 years of International SEO successes & failures MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER, HEAD OF DIGITAL STRATEGY AT WOORANK international seo at #searchlove by @aleyda from @woorank

Challenge No. 1: Your International
Strategy international seo at #searchlove by @aleyda from @woorank

“We don’t have enough resources
to update all of our International sites” WHY DID YOU BUILT THEM THEN? international seo at #searchlove by @aleyda from @woorank

DON’T TRY TO TARGET MORE
THAN YOU CAN SUPPORT: PRIORITIZE THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT WITHIN THOSE MARKETS TO START WITH THEM international seo at #searchlove by @aleyda from @woorank

USE YOUR WEB ANALYTICS TO
IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER COUNTRY & LANGUAGE. international seo at #searchlove by @aleyda from @woorank

CHECK WITH YOUR WEBMASTER TOOLS
WHICH QUERIES & PAGES BRING YOU INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS, CLICKS, CTR & POSITION OVER TIME. international seo at #searchlove by @aleyda from @woorank

IDENTIFY THE SEARCH VOLUME AND
TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank

USE THESE KEYWORD RESEARCH TOOLS
Suggestion Keyword Finder IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank

DON’T RELY ON GOOGLE GLOBAL
MARKET FINDER TO IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE international seo at #searchlove by @aleyda from @woorank

American English “Search Engine Optimization”
“User behavior” “I’m going to check my agenda” British English “Search Engine Optimisation” “User behaviour” “I’m going to check my diary” WARNING: THEY LOOK SIMILAR BUT ARE NOT THE SAME NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN LANGUAGE BUT TARGETING TO OTHER COUNTRIES international seo at #searchlove by @aleyda from @woorank

TECHNICAL FEASIBILITY & SUPPORT FOR
MULTI COUNTRY / LANGUAGE SETTING ONGOING NATIVE SUPPORT BUDGET & AVAILABILITY MULTILINGUAL CONTENT DEVELOPMENT & UPDATE INTERNATIONAL PRICING & CURRENCY INTERNATIONAL PRODUCT / SERVICE DELIVERY INTERNATIONAL LEGAL & OPERATION CONSTRAINTS VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE IN THE IDENTIFIED TOP MARKETS international seo at #searchlove by @aleyda from @woorank

WITH THE PREVIOUS DATA YOU
CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank

http://www.internationalseomap.com/roi-calculator/ WITH THE PREVIOUS DATA
YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank

Your International SEO potential Yes
Continue with the internationaL SEO project > Visits & Conversions for a break-even No Might be too early 1. Buy & secure your ccTLDs for future activity 2. Create custom alerts in Google Analytics for important countries REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE:VALIDATE IF YOUR INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE MOST IMPORTANT IDENTIFIED MARKETS international seo at #searchlove by @aleyda from @woorank

Challenge No. 2 - Your
International Targeting international seo at #searchlove by @aleyda from @woorank

“I want a Latin America
Version for my site” YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT? international seo at #searchlove by @aleyda from @woorank

Is location a factor that
influence your Web operations? Yes No Are there enough traffic & conversions to target each country? Yes Country Targeting No You can start with Language Targeting IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES, ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS. international seo at #searchlove by @aleyda from @woorank

BETTER TO INHERIT POPULARITY BETTER
TO GEOTARGET BETTER FOR SITES WITH MORE CONTENT BETTER TO INHERIT POPULARITY FROM EXISTENT SITE A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES international seo at #searchlove by @aleyda from @woorank

INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT
HAPPEN WITH SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES international seo at #searchlove by @aleyda from @woorank

AND EVEN WITH SITES VERSIONS
IN DIFFERENT LANGUAGES! international seo at #searchlove by @aleyda from @woorank

AVOID MISALIGNMENTS BY INCLUDING HREFLANG
ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING international seo at #searchlove by @aleyda from @woorank

TAKE A LOOK AT THE
HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG international seo at #searchlove by @aleyda from @woorank

http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflangtag TAKE A LOOK AT
THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG international seo at #searchlove by @aleyda from @woorank

MAKE SURE TO USE THE
RIGHT LANGUAGE & COUNTRY SPECIFICATION IN YOUR HREFLANG TAGS international seo at #searchlove by @aleyda from @woorank

SOON WITH SUPPORT TO MASSIVELY
GENERATE HREFLANG TAGS USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank

http://www.internationalseomap.com/hreflang-tags-generator/ USE THE HREFLANG TAG
GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank

YOU CAN ALSO USE THE
MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank

http://www.themediaflow.com/resources/tools/href-lang-tool/ YOU CAN ALSO USE
THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank

VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS
WITH DEJANSEO HREFLANG VALIDATOR international seo at #searchlove by @aleyda from @woorank

http://flang.dejanseo.com.au/ VALIDATE THE IMPLEMENTED HREFLANG
ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR international seo at #searchlove by @aleyda from @woorank

THERE ARE ALSO NEW WARNING
MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1) international seo at #searchlove by @aleyda from @woorank

IF YOU’RE COUNTRY TARGETING AND
NOT USING A CCTLD: GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN WITH WEBMASTER TOOLS international seo at #searchlove by @aleyda from @woorank

AVOID AUTOMATIC REDIRECTS THAT TAKE
USERS WHERE THEY HAVEN’T ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE AND MIGHT MESS WITH YOUR SITE CRAWLABILITY. international seo at #searchlove by @aleyda from @woorank

TAKE A LOOK AT HOW
AMAZON DOES IT international seo at #searchlove by @aleyda from @woorank

showing a spaniard specific character
in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING, YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES international seo at #searchlove by @aleyda from @woorank

Challenge No. 3 - Your
International Popularity international seo at #searchlove by @aleyda from @woorank

“We’re so popular here already,
we just need to extrapolate what we have” YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT? international seo at #searchlove by @aleyda from @woorank

THEY’LL NEED TO REBRAND IF
THEY LOOK TO TARGET AND CONNECT WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ) international seo at #searchlove by @aleyda from @woorank

USE THE CONSUMER BAROMETER &
TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR international seo at #searchlove by @aleyda from @woorank

http://www.consumerbarometer.com/ USE THE CONSUMER BAROMETER
& TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR international seo at #searchlove by @aleyda from @woorank

USE SIMILARWEB TO IDENTIFY THE
TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY international seo at #searchlove by @aleyda from @woorank

http://www.similarweb.com/global USE SIMILARWEB TO IDENTIFY
THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY international seo at #searchlove by @aleyda from @woorank

USE BUZZSUMO, SOCIAL CRAWLYTICS &
LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY international seo at #searchlove by @aleyda from @woorank

USE BUZZSUMO, SOCIAL CRAWLYTICS &
LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY international seo at #searchlove by @aleyda from @woorank

USE FOLLOWERWONK, TOPSY & BUZZSUMO
TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank

USE FOLLOWERWONK, TOPSY & BUZZSUMO
TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank

NATIVE SUPPORT IS A MUST
TO CONNECT WITH YOUR LOCAL AUDIENCE & BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO RESPECT LOCAL TRADITIONS TOO. international seo at #searchlove by @aleyda from @woorank

THE GOOD NEWS IS THAT
NON-ENGLISH SPEAKING MARKETS ARE USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS! international seo at #searchlove by @aleyda from @woorank

Just two more resources to
help you... international seo at #searchlove by @aleyda from @woorank

AN INTERNATIONAL SEO CHECKLIST international
seo at #searchlove by @aleyda from @woorank

http://moz.com/blog/the-international-seo-checklist AN INTERNATIONAL SEO CHECKLIST
international seo at #searchlove by @aleyda from @woorank

AND A LIST WITH +40
INTERNATIONAL SEO TOOLS international seo at #searchlove by @aleyda from @woorank

http://moz.com/blog/40-plus-tools-to-advance-your-international-seoprocess AND A LIST WITH
+40 INTERNATIONAL SEO TOOLS international seo at #searchlove by @aleyda from @woorank

LET’S GO ABROAD Now you’re
ready to face these International SEO challenges international seo at #searchlove by @aleyda from @woorank

THANK YOU Do you have
any questions? international seo at #searchlove by @aleyda from @woorank

http://www.flickr.com/photos/anniemole/313981428/ FIND HERE THE AWESOME
TUBE MAP UNDER CREATIVE COMMONS international seo at #searchlove by @aleyda from @woorank