Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO

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Aleyda no falló en explicar las tareas más cruciales de pensar a nivel global y enfocar tu seo internacional.

Considera:

Que dice analytics;
De donde Vienen (países, idiomas, palabras clave y páginas visitadas)
Tu Presupuesto por mercado puede ayudar a definir estrategia (local TLD o Subdirectorio?)
Y como no MediaFlow’s HrefLang Sitemap Creator.

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Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEO

  1. 1. TAKING YOUR SEOABROADOR
  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.  QUESTIONS
  11. 11. INTERNATIONAL
  12. 12.  SEO
  13. 13.  AT
  14. 14.  SEER
  15. 15.  INTERACTIVE
  16. 16.  aleydas@seerinteractive.com
  17. 17.  /
  18. 18.  @aleyda
  19. 19.  /
  20. 20.  www.aleydasolis.comI’M
  21. 21.  ALEYDA
  22. 22.  SOLISTAKING YOUR SEO INTERNATIONAL
  23. 23. LET’S
  24. 24.  GO
  25. 25.  INTERNATIONAL...TAKING YOUR SEO 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 INTERNATIONALUNKNOWN COUNTRIES
  30. 30. TAKING YOUR SEO INTERNATIONALARE YOU AFRAID?
  31. 31. TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMS
  32. 32. 123TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMSAND
  33. 33.  THE
  34. 34.  STEPS
  35. 35.  ARE
  36. 36.  STRAIGHTFORWARD
  37. 37. 3TAKING YOUR SEO INTERNATIONALTHE WORLD IS SMALLER THAN IT SEEMSSTART
  38. 38.  BY
  39. 39.  ANSWERING
  40. 40.  THESE
  41. 41.  QUESTIONS!DO I HAVEINTERNATIONALPOTENTIAL?HOW CAN I TARGETMY INTERNATIONALAUDIENCE?HOW CAN I DEVELOP ANSEO FRIENDLYINTERNATIONAL WEBSITE?12
  42. 42. 1TAKING YOUR SEO INTERNATIONALDO
  43. 43.  I
  44. 44.  HAVE
  45. 45.  INTERNATIONAL
  46. 46.  POTENTIAL?
  47. 47. TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatus with GoogleAnalyticsDO
  48. 48.  I
  49. 49.  HAVE
  50. 50.  INTERNATIONAL
  51. 51.  POTENTIAL?
  52. 52. TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusIs there a high or growing percentage of visitors comingfrom other countries?DO
  53. 53.  I
  54. 54.  HAVE
  55. 55.  INTERNATIONAL
  56. 56.  POTENTIAL?
  57. 57. TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhats the volume and trend of conversions and theconversion rate of visitors coming from other countries?DO
  58. 58.  I
  59. 59.  HAVE
  60. 60.  INTERNATIONAL
  61. 61.  POTENTIAL?
  62. 62. TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhats the traffic source of visitors coming from othercountries? Direct, organic, referrals?DO
  63. 63.  I
  64. 64.  HAVE
  65. 65.  INTERNATIONAL
  66. 66.  POTENTIAL?
  67. 67. TAKING YOUR SEO INTERNATIONALCheck your siteInternational trafficstatusWhich are the keywords and pages attracting thisinternational traffic?DO
  68. 68.  I
  69. 69.  HAVE
  70. 70.  INTERNATIONAL
  71. 71.  POTENTIAL?
  72. 72. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsDO
  73. 73.  I
  74. 74.  HAVE
  75. 75.  INTERNATIONAL
  76. 76.  POTENTIAL?
  77. 77. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsHow much visibility (Pageviews) does your Websiteget from each international location?DO
  78. 78.  I
  79. 79.  HAVE
  80. 80.  INTERNATIONAL
  81. 81.  POTENTIAL?
  82. 82. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsWhich Queries and Pages provide you thisInternational Visibility?DO
  83. 83.  I
  84. 84.  HAVE
  85. 85.  INTERNATIONAL
  86. 86.  POTENTIAL?
  87. 87. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsDoes this visibility translate to clicks?What’s the CTR from these International Locations?DO
  88. 88.  I
  89. 89.  HAVE
  90. 90.  INTERNATIONAL
  91. 91.  POTENTIAL?
  92. 92. TAKING YOUR SEO INTERNATIONALDo a quick Research with GoogleKeyword Tool for the identifiedLanguages and Countries tovalidate their keyword searchvolume potentialDO
  93. 93.  I
  94. 94.  HAVE
  95. 95.  INTERNATIONAL
  96. 96.  POTENTIAL?
  97. 97. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsWhats the local monthly search volume for the relevantkeywords in each of the countries and languages?DO
  98. 98.  I
  99. 99.  HAVE
  100. 100.  INTERNATIONAL
  101. 101.  POTENTIAL?
  102. 102. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsAre there more suggested keyword ideas with ahigh level of search volume?DO
  103. 103.  I
  104. 104.  HAVE
  105. 105.  INTERNATIONAL
  106. 106.  POTENTIAL?
  107. 107. TAKING YOUR SEO INTERNATIONALCheck your siteInternational SearchVisibility with GoogleWebmaster ToolsIt’s the international audience distributed by language orthere’s enough search volume for each country?DO
  108. 108.  I
  109. 109.  HAVE
  110. 110.  INTERNATIONAL
  111. 111.  POTENTIAL?
  112. 112. TAKING YOUR SEO INTERNATIONALIdentify more keywordopportunities with SEMrushor SearchMetrics thatsupport other languages andcountriesDO
  113. 113.  I
  114. 114.  HAVE
  115. 115.  INTERNATIONAL
  116. 116.  POTENTIAL?
  117. 117. TAKING YOUR SEO INTERNATIONALDO
  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 tobuild an International version?Yeah NopeYou can move on with anInternational Webdevelopment and SEO process!It might be still too early. Youcan secure the ccTLDs for thecountries with higher potentialAnd also...
  122. 122. TAKING YOUR SEO INTERNATIONALDO
  123. 123.  I
  124. 124.  HAVE
  125. 125.  INTERNATIONAL
  126. 126.  POTENTIAL?Create Custom Alerts in GoogleAnalytics for the most importantcountries or languages so you’renotified when they bring youenough traffic to compensate anInternational Web Version for them
  127. 127. TAKING YOUR SEO INTERNATIONALHOW
  128. 128.  CAN
  129. 129.  I
  130. 130.  TARGET
  131. 131.  MY
  132. 132.  INTERNATIONAL
  133. 133.  AUDIENCE?2
  134. 134. TAKING YOUR SEO INTERNATIONALValidate your type ofInternational targeting (perlanguage or country), notonly from a search but alsobusiness perspectiveHOW
  135. 135.  CAN
  136. 136.  I
  137. 137.  TARGET
  138. 138.  MY
  139. 139.  INTERNATIONAL
  140. 140.  AUDIENCE?LANGUAGE COUNTRYvsLocation is not a factorthat influence yourWeb goals, productsand content offeringLocation is a factor thatinfluence your Webgoals, products andcontent offeringThere’s not enoughtraffic and conversionpotential to targeteach countryseparatelyThere’s enough trafficand conversionpotential to targeteach countryseparately
  141. 141. TAKING YOUR SEO INTERNATIONALResearch each targetedaudience online behavior withstudies like TNS Digital Lifeand comScore Data MineHOW
  142. 142.  CAN
  143. 143.  I
  144. 144.  TARGET
  145. 145.  MY
  146. 146.  INTERNATIONAL
  147. 147.  AUDIENCE?
  148. 148. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desired targeting.HOW
  149. 149.  CAN
  150. 150.  I
  151. 151.  TARGET
  152. 152.  MY
  153. 153.  INTERNATIONAL
  154. 154.  AUDIENCE?
  155. 155. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which keywords they used and which pages they visited?HOW
  156. 156.  CAN
  157. 157.  I
  158. 158.  TARGET
  159. 159.  MY
  160. 160.  INTERNATIONAL
  161. 161.  AUDIENCE?
  162. 162. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which services or products they ended-up buying?HOW
  163. 163.  CAN
  164. 164.  I
  165. 165.  TARGET
  166. 166.  MY
  167. 167.  INTERNATIONAL
  168. 168.  AUDIENCE?
  169. 169. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What is the conversion volume and their conversion rate?HOW
  170. 170.  CAN
  171. 171.  I
  172. 172.  TARGET
  173. 173.  MY
  174. 174.  INTERNATIONAL
  175. 175.  AUDIENCE?
  176. 176. TAKING YOUR SEO INTERNATIONALUse Google Trends to validatethe seasonality and consumptiontrend of your offering for eachtargeted audienceHOW
  177. 177.  CAN
  178. 178.  I
  179. 179.  TARGET
  180. 180.  MY
  181. 181.  INTERNATIONAL
  182. 182.  AUDIENCE?
  183. 183. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What’s the search behavior and trend over the yearfor each of your product / service / content category?HOW
  184. 184.  CAN
  185. 185.  I
  186. 186.  TARGET
  187. 187.  MY
  188. 188.  INTERNATIONAL
  189. 189.  AUDIENCE?
  190. 190. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.What’s the seasonality of your products and services foreach country and language? How’s it compared with yourcurrent market?HOW
  191. 191.  CAN
  192. 192.  I
  193. 193.  TARGET
  194. 194.  MY
  195. 195.  INTERNATIONAL
  196. 196.  AUDIENCE?
  197. 197. TAKING YOUR SEO INTERNATIONALGet native language / countrysupport to develop local andlanguage relevant research.Use tools like Lexipedia forthe markets you’re targetingto identify the relevantlocalized terms.HOW
  198. 198.  CAN
  199. 199.  I
  200. 200.  TARGET
  201. 201.  MY
  202. 202.  INTERNATIONAL
  203. 203.  AUDIENCE?
  204. 204. TAKING YOUR SEO INTERNATIONALGo back to Google Analyticsto identify the behaviour ofyour current internationalusers for the desiredcountries and languages.Which are the local terms you should use for yourproducts, content and Website interface to connect withyour audience?HOW
  205. 205.  CAN
  206. 206.  I
  207. 207.  TARGET
  208. 208.  MY
  209. 209.  INTERNATIONAL
  210. 210.  AUDIENCE?
  211. 211. TAKING YOUR SEO INTERNATIONALUse the SEOmoz keyword difficultytool to identify your competitivenessalong with your competitors for therelevant keywords in the desiredmarketsHOW
  212. 212.  CAN
  213. 213.  I
  214. 214.  TARGET
  215. 215.  MY
  216. 216.  INTERNATIONAL
  217. 217.  AUDIENCE?
  218. 218. TAKING YOUR SEO INTERNATIONALWhich are the most and less competitive keywords foreach international market?HOW
  219. 219.  CAN
  220. 220.  I
  221. 221.  TARGET
  222. 222.  MY
  223. 223.  INTERNATIONAL
  224. 224.  AUDIENCE?
  225. 225. TAKING YOUR SEO INTERNATIONALWho are your main competitors for each desiredinternational market? Which are their USPs, content,offering, functionality and user interface patterns?Who are linking to them?HOW
  226. 226.  CAN
  227. 227.  I
  228. 228.  TARGET
  229. 229.  MY
  230. 230.  INTERNATIONAL
  231. 231.  AUDIENCE?
  232. 232. TAKING YOUR SEO INTERNATIONALUse Google’s display network siteprofile to get traffic and audienceinformation about your internationalcompetitors.HOW
  233. 233.  CAN
  234. 234.  I
  235. 235.  TARGET
  236. 236.  MY
  237. 237.  INTERNATIONAL
  238. 238.  AUDIENCE?
  239. 239. TAKING YOUR SEO INTERNATIONALNow you will have a much better understanding ofyour international landscape, how to compete andconnect with your audience.HOW
  240. 240.  CAN
  241. 241.  I
  242. 242.  TARGET
  243. 243.  MY
  244. 244.  INTERNATIONAL
  245. 245.  AUDIENCE?
  246. 246. TAKING YOUR SEO INTERNATIONALHOW
  247. 247.  CAN
  248. 248.  I
  249. 249.  DEVELOP
  250. 250.  AN
  251. 251.  INTERNATIONAL
  252. 252.  SITE?3
  253. 253. TAKING YOUR SEO INTERNATIONALHOW
  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 INTERNATIONALHOW
  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 INTERNATIONALHOW
  268. 268.  CAN
  269. 269.  I
  270. 270.  DEVELOP
  271. 271.  AN
  272. 272.  INTERNATIONAL
  273. 273.  SITE?If your internationalversions are countrytargeted and not using accTLDs, geotarget themthrough GoogleWebmaster Tools
  274. 274. TAKING YOUR SEO INTERNATIONALHOW
  275. 275.  CAN
  276. 276.  I
  277. 277.  DEVELOP
  278. 278.  AN
  279. 279.  INTERNATIONAL
  280. 280.  SITE?If your internationalversions are countrytargeted and they can belocally hosted, using acountry IP, do it
  281. 281. TAKING YOUR SEO INTERNATIONALHOW
  282. 282.  CAN
  283. 283.  I
  284. 284.  DEVELOP
  285. 285.  AN
  286. 286.  INTERNATIONAL
  287. 287.  SITE?Target your sites to theirrelevant language /country markets withrel=alternatehreflang=x
  288. 288. TAKING YOUR SEO INTERNATIONALHOW
  289. 289.  CAN
  290. 290.  I
  291. 291.  DEVELOP
  292. 292.  AN
  293. 293.  INTERNATIONAL
  294. 294.  SITE?Include therel=alternatehreflang=x in yourXML Sitemaps. You canuse the Media Flow toolto do it.
  295. 295. TAKING YOUR SEO INTERNATIONALHOW
  296. 296.  CAN
  297. 297.  I
  298. 298.  DEVELOP
  299. 299.  AN
  300. 300.  INTERNATIONAL
  301. 301.  SITE?1. Titles Descriptions2. Support, Addresses Currency3. International Versions Options4. Navigational elements5. Headings6. Main Content7. Reviews / CommentsOptimize and Localize each of your site elements for their markets
  302. 302. TAKING YOUR SEO INTERNATIONALHOW
  303. 303.  CAN
  304. 304.  I
  305. 305.  DEVELOP
  306. 306.  AN
  307. 307.  INTERNATIONAL
  308. 308.  SITE?Make yourinternational sitestructure andoptions crawlableand indexabletowards bots andvisible to users.
  309. 309. TAKING YOUR SEO INTERNATIONALHOW
  310. 310.  CAN
  311. 311.  I
  312. 312.  DEVELOP
  313. 313.  AN
  314. 314.  INTERNATIONAL
  315. 315.  SITE?Be careful withautomatic redirects,it’s friendlier tosuggest
  316. 316. TAKING YOUR SEO INTERNATIONALHOW
  317. 317.  CAN
  318. 318.  I
  319. 319.  DEVELOP
  320. 320.  AN
  321. 321.  INTERNATIONAL
  322. 322.  SITE?Promote within theinternational communities toearn local popularity. Identifyinfluencers with Followerwonkand popular competitorscontent with Social Crawlytics.
  323. 323. TAKING YOUR SEO INTERNATIONALHOW
  324. 324.  CAN
  325. 325.  I
  326. 326.  DEVELOP
  327. 327.  AN
  328. 328.  INTERNATIONAL
  329. 329.  SITE?Track your internationalrankings, traffic andconversions over time.Ranking tools likeSEscout, Authority Labsand AWR supportinternational results.
  330. 330. TAKING YOUR SEO INTERNATIONALBy following these guidelines you’re ready todevelop SEO friendly International Websites.
  331. 331. TAKING YOUR SEO INTERNATIONALIT WAS NOT THATDIFFICULT RIGHT?
  332. 332. TAKING YOUR SEO INTERNATIONALIT’S TIME TOTAKE OFF
  333. 333. TAKING YOUR SEO INTERNATIONALIT’S TIME TOTAKE OFFLet’s
  334. 334.  go
  335. 335.  International!
  336. 336. TAKING YOUR SEO INTERNATIONALTHANKSQUESTIONS?ALEYDA
  337. 337.  SOLISINTERNATIONAL
  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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