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How to leverage E-E-A-T to boost your international expansion

To leverage E-E-A-T and boost international expansion, a website should create quality, localized content for each target market by doing in-depth keyword research and transcribing rather than just translating content. The website should also become an expert in its field for each region by exploring cultural differences, getting mentions from local influencers, and demonstrating its expertise through topic clusters and author pages. Building trust is also important, so the website should offer popular payment methods, reliable customer service, and transparency about its operations to appear legitimate to international users.

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How to leverage E-E-A-T to
boost your international
expansion
Gemma Fontané
About me
• SEO Consultant
• Co-founder Orvit Digital
• Founder denadal.cat &
tiodenadal.online
• International speaker
• Industry contributor
...and what’s more important:
Two years ago from now...
I shared how I managed, in 6 months, to go
with my small online store, from this...
to this...

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How to leverage E-E-A-T to boost your international expansion

  • 1. How to leverage E-E-A-T to boost your international expansion Gemma Fontané
  • 2. About me • SEO Consultant • Co-founder Orvit Digital • Founder denadal.cat & tiodenadal.online • International speaker • Industry contributor
  • 3. ...and what’s more important:
  • 4. Two years ago from now...
  • 5. I shared how I managed, in 6 months, to go with my small online store, from this...
  • 8. I had an idea! To try to sell a Catalan local product around the world! Why this choice? • Local product • Catalan • Seasonal • Unique & original
  • 9. Product validation Keyword research. How users search for the main keywords, what is their trend and how is the competition.? Study the competition in each market: potential keywords & top pages. Analyze who talks about them (links).
  • 10. Market research. Define your audience and the countries where you want to start. Talk to people in the industry. Is the project profitable and viable? Study if there are enough searches and the probability of traffic that you may get to reach the minimum number of conversions to obtain ROI. Also check all the product’s legal aspects. Product validation
  • 11. So... Why not give it a try?
  • 12. www.denadal.cat • Country Code Top-Level Domains (ccTLDS) • Prioritize • In Catalan / Catalonia • Catalan people that live in Catalonia / Spain • Local product = personalized message • Tradition 3 different international online strategies!
  • 13. www.tiodenadal.online • Generic Top-Level Domains (gTLDS) • English • Audience distributed across different countries with the same language. • Decoration • Catalan people that live abroad and want to celebrate it. • People from other countries that already know about Tió de Nadal 3 different international online strategies!
  • 14. Marketplaces • Handmade products • English • Curiosity • US, UK, Canada, Australia, France… • Low competition • People from other countries that already know about Tió de Nadal • People that look for Christmas ornaments online. 3 different international online strategies!
  • 15. What were the outcomes of our digital strategies this first year?
  • 16. During the first few months, the results were not as expected...
  • 17. During the first few months, the results were not as expected...
  • 18. However, after refocusing strategies and prioritizing, we managed to...
  • 21. What have we achieved?
  • 22. What have we achieved?
  • 23. What have we achieved?
  • 24. What have we achieved?
  • 25. How did a small store selling local Catalan products become one of the main online references in Spain? ...as well as in other countries?
  • 26. Through leveraging E-E-A-T to boost our international expansion
  • 27. “Google's automated systems are designed to use many different factors to rank great content. After identifying relevant content, our systems aim to prioritize those that seem most helpful. To do this, they identify a mix of factors that can help determine which content demonstrates aspects of experience, expertise, authoritativeness, and trustworthiness, or what we call E-E-A-T”.
  • 29. E-E-A-T, a trending topic "E-E-A-T is used to evaluate whether search ranking systems are providing helpful, relevant information"
  • 30. E-E-A-T, a key factor for YMYL topics "Your Money or Your Life" https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pd f
  • 32. But... What happens when we want to sell internationally?
  • 33. • Don't use the payment methods you are used to? • The content is not well translated or transcribed in your language? • Don't have reviews or offer bad user's experience? • Don't have mentions from social media or other sites? • Don't have physical store? • Are untrustworthy? • ... Would you buy from sites from other countries that...?
  • 35. https://f.hubspotusercontent10.net/hubfs/8483863/FINAL_white-paper-cross-border- shopping-9x9_web.pdf But international e-commerce is a big market with many opportunities, not only for big brands and companies... https://www.forbes.com/advisor/business/ecommerce- statistics/ https://www.paypalobjects.com/marketing/web/hk/e-commerce-trend- growth-strategy/PayPal_Insights_2018_Global_Report.pdf
  • 37. The most popular product categories include: • Shoes (32%) • Fashion accessories (31%) • Consumer electronics (31%) • Beauty/personal care (26%). • Jewelry (18%) • Music/games (18%) • Sporting goods (15%) • Books/e-readers (15%) Top Categories Cross-Border Shoppers Buy https://f.hubspotusercontent10.net/hubfs/8483863/FINAL_white-paper-cross-border-shopping- 9x9_web.pdf * Responses of apparel shoppers surveyed across 11 markets
  • 38. So, how to leverage E-E-A-T to boost your international expansion?
  • 39. How to create helpful content for users from all around the world?
  • 41. Create quality content for each of your markets It has to be original, unique and relevant for your potential customers
  • 42. Create quality content: do an in deep keyword research Do an in deep keyword research to find out users needs in each market
  • 43. Localize: Create geolocated content To promote more visibility in a specific country it is advisable: • To localize the content (URLs, images, metadata…). • To develop a multilingual keyword research for each language or country. • To create quality content for each language. • To customize the content for each region. • To remember that each country has different customs and habits. https://www.gemmafontane.com/en/seo-strategies/multilingual-keyword-research/ Spain Mexico
  • 45. Create quality content: Localize and Prioritize Focus and prioritize: What are the most interesting countries at a business level? How is the market and the competition? How many resources do we have to be competitive?
  • 46. Create quality content: Transcribe, do not just translate • Native writer • Good product definition and customization • Language focus: better results • Hreflangs
  • 47. Explore the SERPs of the different localizations and languages of your markets Analyze what type of search intent do users have in each country
  • 48. Same concept, different search intent
  • 49. Same concept, different search results and competitors
  • 50. In order to try to rank better in each of your locations, it is important to know how SERPs work, so you can focus and prioritze Create quality content: know your market
  • 51. Include a complete product definition It must be very clear: • Origin of the product • Manufacturing process • Characteristics of the product • Sizes (different measurement systems) • Price (different currency) • Images and videos • Comparison of sizes • Reviews • Shipment information https://www.shopify.com/enterprise/how-to-sell-internationally-online
  • 52. Original and high quality photos and videos You have to convey a lot of product quality, trust and reliability. We cannot use resource images that may appear on other websites or third parties, as far as possible.
  • 53. Become and expert in the field
  • 54. Become an Expert in the field But, how are going to become an expert in the field around the world? Create author pages and describe them: You have to be natural, transparent, provide information about the author. Be real. But that's not enough...
  • 55. Become an Expert in the field But, how are you going to become an expert in the field around the world? • Local products: show that you are the top expert. No one knows about it better than you. Create quality content showing your expertise.
  • 56. Topic clusters by country or regions What your users are searching for related to your product? • Topic cluster: Show to Google and users that you are relevant on an specific topic (content, internal links…)
  • 57. Topic clusters by country or regions What your users are searching for related to your product? • Topic cluster: Show to Google and users that you are relevant on an specific topic (content, internal links…)
  • 58. Explore each culture and the differences of each region To become an expert, you have to be one for each culture and region.
  • 59. Become an Expert: Get mentions from influencers or referents in the sector In your potential markets
  • 60. Become an Expert in the field or show your website expertise in the field Get mentions from influencers or referents in the sector. https://www.forbes.com/advisor/business/ecommerce- statistics/
  • 61. Build Audience on other platforms Social media, communities, forums... "40% make a purchase because of social media influence" https://www.forbes.com/advisor/business/ecommerce- statistics/
  • 63. Experience. How to show it? How can experience help us to differ from others?
  • 64. Demonstrate your experience: Get product reviews Product reviews that show what users think about your product
  • 65. Demonstrate your experience: Get product reviews Include a page or a section in your website promoting your users' experience with the product.
  • 66. But which ones are more likely to influence the purchase decision of users in international websites? And so, what specific actions should we prioritize for international businesses?
  • 67. Product reviews, when selling worldwide But which ones are more likely to influence the purchase decision of users in the case of international websites in ecommerce sites?
  • 68. High shipping costs and long time delivery • The most common reason online shoppers abandon their cart is because of additional costs like shipping, taxes and fees (48%) • 22% drop out of an online shopping session because shipping is too slow https://www.forbes.com/advisor/business/ecommerce-statistics https://www.invespcro.com/blog/cross-border-shopping//
  • 69. Other actions that you can do to get positive reviews related on shipment or time delivery: • Include actual shipping times and explain it to buyers. Don't try to risk to get more purchases. • Watch out for high demand times (Christmas, Black Friday...). • Stay up to date on the global international logistics situation. • Follow up the situations of carrier strikes, logistics, etc. in your potential countries. • Be aware of customs borders in each country. High shipping costs and long time delivery
  • 70. Which reasons are more likely to influence the purchase decision of users in the case of international websites in the B2B or SaaS? • Platform languages • Prices • Customer service hours • Localization • Customer support Reasons that can limit your international online sales
  • 72. Demonstrate your experience: review pages Demonstrate the experience of using the product through content on the site: 'How to' pages, working with influencers, creating content on product usage vs. others...
  • 73. Demonstrate the experience of using the product through content on the site: 'How to' pages, working with influencers, creating content on product usage vs. others... Demonstrate your experience: review pages
  • 74. www.nike.com/ www.outsideonline.com/ Demonstrate your experience: review pages Demonstrate the experience of using the product through content on the site: 'How to' pages, working with influencers, creating content on product usage vs. others...
  • 75. Demonstrate your experience: include forums and discussions Allow users to debate and share their experience with the products. That shows how they are living, enjoying.. this service or product. “Ask questions. Get answers. Mayo Clinic Connect is an online community where you can share your experiences and find support from others like you.” (mayoclinic.org)
  • 76. How to come up with these ideas?
  • 77. Include commercial keywords in your content strategy: when the potential customer is interested in the product and wants to investigate more. • Free • Difference / vs • Reviews • Opinions • ... How to create content that shows experience worldwide?
  • 78. How to create content that shows experience worldwide? Get inspired by marketplaces, directories, etc. and learn what people think about your product / sector in each country
  • 79. https://www.capterra.com/ or https://www.trustpilot.com Get inspired by marketplaces and directories Get inspired by marketplaces, directories, etc. and learn what people think about your product / sector in each country
  • 80. Analyze which are the best and worst rated reviews of your competitors and why. Identify the key purchase decision-making factors for users in relation to a product. Identify key purchase decision- making factors
  • 81. Leverage other channels such as Tik Tok or YouTube to demonstrate your experience with your product (and your expertise). Leverage other channels
  • 82. Experience and expertise will enable to differentiate ourselves from the AI. However, this does not mean that we cannot use AI to benefit ourselves... AI can be useful for automating processes, content inspiration...
  • 83. Experience and expertise will help us to build our website's reputation
  • 85. Authoritativeness: Build brand authority in each of your markets
  • 86. Build brand authority in each of your markets When we have more reputation, it is more likely to get mentions from industry magazines, websites, blogs, social media, industry experts... They need to see us as their go-to source of information. If we are leading companies in our respective markets, we will achieve more brand authority.
  • 87. How to increase brand authority in different markets? • Create strategies to appear in magazines or local media. Become the leading expert on your topic. • Get featured in the main governmental websites or associations, organizations, etc. of the topic. https://theworld.org/stories/2021-12-22/barcelona-celebrates-very-merry-scatological- christmas
  • 88. • Get featured on Wikipedia in your target languages. How to increase brand authority in different markets?
  • 89. • Create resource content: guides, tutorials, how-to's... that helps increase the likelihood that your content will be shared in each language. • Create studies about your industry, trends, etc. If you are in different markets you can make comparisons, have data that your competitors may not have. How to increase brand authority in different markets?
  • 90. • Don’t forget about your local business profile page on Google, on social media... How to increase brand authority in different markets?
  • 91. • Social media mentions from local influencers, magazines... How to increase brand authority in different markets?
  • 92. Do an Informational keyword research about your topic to see which media, magazine... in each country ranked for them. How to increase brand authority in different markets?
  • 93. Do a Navigation search intent study of the main brands + product in each region to identify the most authoritative sites for your products. *When users search for a specific product + brand / website How to increase brand authority in different markets?
  • 94. Expertise, Experience and Authority... Will help to show Trust to sellers around the world, so they will more likely buy in our website
  • 95. Trust, the center of the E-E-A-T family
  • 96. Trust, the last but not the least https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pd f
  • 97. Experience, Expertise, Authoritativeness and Trust (E-E-A-T) are all important considerations in Page quality rating. The most important member at the center of the E-E-A-T family is Trust.
  • 98. People from other countries have to trust that behind your website there is a person, a company... That you are not a fraud! What else can we do to show that we are a trustworthy international site?
  • 99. Payments methods, which is the most popular? • Include the most popular payment methods for your audience (Paypal, bizum, visa...) • Show that you offer secure online payment (through certificates, reviews, popular systems...) https://ecommercenews.eu/online-payment-methods-europe/
  • 100. Reliable customer service Create a detailed ‘About me page’. Explain who you are, who are the suppliers of your products, the origin, the manufacturing process... Are you a trustworthy source?
  • 101. Reliable customer service Include a 'FAQs' page with the most popular questions from customers
  • 102. Reliable customer service • Reliable customer service ⚬ Direct contact channel for users: chat, WhatsApp... ⚬ Answer in less than 24h ⚬ Include your location
  • 103. Reliable customer service Display the reviews about your customer service
  • 104. Reliable brand name If possible, the brand name should be international. Users from all over the world must be able to understand your brand.
  • 105. Accessibility and usability • Users should be able to access without problems from different countries. • Your site should be display correctly on all types of devices
  • 106. How to know if Google thinks that your site is thrustworthy?
  • 107. Identify how Google evaluates your site as a source or a as a topic reference How to know how Google analyzes if you are a reliable source? https://support.google.com/websearch/answer/12003459?hl=en and https://support.google.com/websearch/answer/11127743 and https://support.google.com/websearch/answer/10563935
  • 108. Identify how Google evaluates your site as a source or a as a topic reference. Some things that allow you to see: • What the source is • Whether it’s knowledgeable about the topic • Why it’s sharing that info About this resource https://support.google.com/websearch/answer/10563935?visit_id=638140310335511459-1923711770&p=how_results_relate&rd=1
  • 109. Identify how Google evaluates your site: Your search & this result • About the Source • About the Topic • About the Image https://support.google.com/websearch/answer/10563935?visit_id=638140310335511459- 1923711770&p=how_results_relate&rd=1 About this resource
  • 110. Identify how Google evaluates your site: Your search & this result About this resource
  • 111. Identify how Google evaluates your site: Your search & this result About this resource
  • 112. You should consider the purpose, type, and topic of the page, then ask yourself what would make the content creator a trustworthy source in that context.
  • 113. To sum up, It is not always easy to start a strategy in a new market...
  • 114. Sometimes, we don’t have to resources for all of these strategies...
  • 115. One solution when we want to start selling in a new market, is through websites that already have a high authority, which users trust...
  • 116. Analyze which one is better for you Key takeaways: • Renew your own product lists. • Define the shipping cost for each country. • Include a good description of your product • Become a star seller. • Offers discounts and promotions. • Always be reactive and helpful by offering a friendly service. • Keep in mind the fees and commissions. • Reviews, as always, are crucial. • Include tracking code in the order. • Define your product with the most appropriate keywords. • Include images and videos. • Personal and friendly service. Marketplaces