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Brighton SEO 2019 | How to find content gaps when you don't speak the language

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This presentation is explicitly aimed at marketers who want to scale their content marketing across languages but don’t know where to start. The ability to identify competitive content gaps based on SEO data and insight in multiple languages will give you a solid foundation for your multilingual content marketing, helping you to identify the biggest opportunities and avoid the costliest mistakes.

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Brighton SEO 2019 | How to find content gaps when you don't speak the language

  1. 1. How to find content gaps when you don’t speak the language Catherine ‘Pear’ Goulbourne // Oban International SLIDESHARE.NET/OBAN- IDForum @copyranting | @ObanIntl
  2. 2. What we will cover Why you need to know your market first Who are you up against? How to find the gaps How to take your work one step further Final Recap @ObanIntl
  3. 3. What we will not cover @ObanIntl
  4. 4. obaninternational.com4 Why you need to know your market first
  5. 5. @ObanIntl Preferred search engines may vary in each market Understanding the search engine split allows you to decide what kind of content to create!
  6. 6. obaninternational.com6 Who are you up against?
  7. 7. @ObanIntl How you see your competitors Perceived Competitors
  8. 8. @ObanIntl How you should see your competitors Perceived Competitors (4 max) SEO Competitors (4 max)
  9. 9. @ObanIntl How to find your SEO competitors
  10. 10. @ObanIntl SEO competitors vary in each market Perceived Competitors SEO Competitors USA JAPAN
  11. 11. obaninternational.com11 How to find the gaps
  12. 12. First know what you already have @ObanIntl Identify content gaps Produce content Publish content Add to content inventory Report on content
  13. 13. SEMRush to see competitor keyword equity @ObanIntl Tools to help you find the gaps
  14. 14. AHrefs to see competitor keywords @ObanIntl Tools to help you find the gaps
  15. 15. Screaming Frog to crawl competitor websites @ObanIntl Tools to help you find the gaps
  16. 16. Excel to sort and add extras @ObanIntl Tools to help you find the gaps
  17. 17. You! Look at the content on your site and on competitor sites. Look at content types, where the content is, what the content themes are, etc. Tools to help you find the gaps @ObanIntl
  18. 18. What you should have by now @ObanIntl Market Research (Document or Power Point) Competitor Research (Excel) Audit your own content (Excel) Content Gap Analysis (Power Point)
  19. 19. Your content gap analysis should have @ObanIntl Overview SEO competitor section Perceived competitor section Other recommendations section Next Steps @ObanIntl
  20. 20. obaninternational.com20 How to take your work one step further
  21. 21. Get yourself some LIMEs @ObanIntl (Local in-Market Experts)
  22. 22. @ObanIntl Localise, DON’T translate US Dairy Association’s Mexican campaign: ‘Got milk?’ ‘Are you lactating?’
  23. 23. Localise: why bother? @ObanIntl Client example: 125 menu items creating 650,000 extra searches a month when localised rather than translated
  24. 24. Localisation implementation and impact @ObanIntl Implementing localised keywords and keyword usage resulted in an increase in visibility in the German market continued over time
  25. 25. obaninternational.com25 Final Recap
  26. 26. What can you do? @ObanIntl CAN’T understand the language Market Research Competitor Analysis Content Themes Content Gap Analysis CAN understand the language Produce content Provide market insights Localise content QA localised content
  27. 27. How to find content gaps when you don’t speak the language Catherine ‘Pear’ Goulbourne // Oban International SLIDESHARE.NET/OBAN- IDForum @copyranting | @ObanIntl

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