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.

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...

6. to this...

7. What was the
project about?

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...

19. Two years
later...

20. What did we
achieve?

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”.

28. E-E-A-T, a trending topic

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

31. https://www.mayoclinic.org/diseases-conditions/acne/symptoms-causes/syc-20368047
E-E-A-T, a key factor for YMYL topics
"Your Money or Your Life"

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...?

34. ...other people neither!
https://www.sciencedirect.com/science/article/pii/S266709682200009
X
https://www.tidio.com/blog/what-makes-a-website-
trustworthy/
https://www.appmysite.com/blog/ultimate-ecommerce-facts-and-
statistics/

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

36. https://www.rac1.cat/programes/via-lliure/20201206/49930223566/escacs-taulers-catalans-gambito-de-dama-netflix.html
And we can see it through many different
examples

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?

40. Create quality
content

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

44. https://docs.google.com/spreadsheets/d/1cemoXaPFOO340zdJ-S8kI62wVnqS04RLdHh73CLH4SY/edit#gid=538961973
Create quality content for each of your
markets
Multilingual keyword research template

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/

62. Show your
Experience

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

71. Create content that
demonstrates your
experience

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

84. Authoritativeness,
build your brand
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

117. Gemma Fontané
@gemmafontane
gemma@orvitdigital.com
Thank you!
Gemma Fontané