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10x Your Traffic With International SEO - Content Marketing World 2018

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International keyword research and user personas are the key to international SEO. Presented at Content Marketing World 2018

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10x Your Traffic With International SEO - Content Marketing World 2018

  1. 1. 10X Your Traffic with International It’s not as hard as you think! Eli Schwartz Director of Organic Product, SurveyMonkey @5le @ 5 l e • # C M W o r l d
  2. 2. Are you already conducting International SEO? @ 5 l e • # C M W o r l d
  3. 3. Please rise @ 5 l e • # C M W o r l d
  4. 4. Who are you? @ 5 l e • # C M W o r l d
  5. 5. @ 5 l e • # C M W o r l d Director @ SurveyMonkey A decade - plus leading international SEO Spent 2 years in Asia leading APAC marketing Global speaker and trainer on enterprise SEO Writer for multiple industry search blogs
  6. 6. @ 5 l e • # C M W o r l d
  7. 7. 1 The case for international @ 5 l e • # C M W o r l d
  8. 8. In 2018, who is the best football team in the world? @ 5 l e • # C M W o r l d
  9. 9. Helter skelter in a summer swelter. The birds flew off with a fallout shelter. Eight miles high and falling fast. It landed foul on the grass. The players tried for a forward pass with the jester on the sidelines in a cast. Now the halftime air was sweet perfume while the sergeants played a marching tune. We all got up to dance, oh, but we never got the chance. Body Paragraph Example @ 5 l e • # C M W o r l d
  10. 10. @ 5 l e • # C M W o r l d 35% 1 voice search/week Use search daily Searches per year Adwords CTR 97% 1.2t 3.4% Surveys says… Search is growing and the best way to be global
  11. 11. 2 How much will you benefit from International SEO? @ 5 l e • # C M W o r l d
  12. 12. Imagine after hours of shopping you find … @ 5 l e • # C M W o r l d
  13. 13. @ 5 l e • # C M W o r l d
  14. 14. @ 5 l e • # C M W o r l d Look at Google Search Console to find international outliers
  15. 15. @ 5 l e • # C M W o r l d Analytics will show inconsistent conversion rates for global traffic
  16. 16. 3 Fear not, International SEO @ 5 l e • # C M W o r l d
  17. 17. • Cctld • Hreflang ccTLD/Subdomain/Subdirectory Hreflang Linking
  18. 18. Technical structure @ 5 l e • # C M W o r l d Pros Cons Cctld (example.co.uk) • Potential gains with local users • Brand new domain • Complex to build • No clear proof that it is better Subdomain (example.domain.com) • Not a brand new web domain • Disadvantages of new web property Subdirectory: (domain.com/example) • Domain strength is maintained • Less of a local feel
  19. 19. International SEO is just…. @ 5 l e • # C M W o r l d
  20. 20. SEO @ 5 l e • # C M W o r l d
  21. 21. Search is personal @ 5 l e • # C M W o r l d
  22. 22. Suggest is localized in the US … and the world @ 5 l e • # C M W o r l d
  23. 23. INTERNATIONAL is a persona @ 5 l e • # C M W o r l d
  24. 24. Know thine customer @ 5 l e • # C M W o r l d Google/Baidu/Yandex Languages Connectivity Device size Demographics Currency Payment systems Laws Product delivery
  25. 25. Voice assistants are expanding search @ 5 l e • # C M W o r l d
  26. 26. Nuance in Content Marketing is CRITICAL @ 5 l e • # C M W o r l d
  27. 27. Spell correctly
  28. 28. Use appropriate images
  29. 29. 4 How to do international SEO like a pro @ 5 l e • # C M W o r l d
  30. 30. @ 5 l e • # C M W o r l d
  31. 31. Keywords are paramount @ 5 l e • # C M W o r l d
  32. 32. @ 5 l e • # C M W o r l d Global results lack the depth and AI that US- English rankings have
  33. 33. @ 5 l e • # C M W o r l d Global results lack the depth and AI that US- English rankings have
  34. 34. @ 5 l e • # C M W o r l d In German these are essentially synonyms
  35. 35. @ 5 l e • # C M W o r l d Wikipedia cross links are good keywords
  36. 36. @ 5 l e • # C M W o r l d Research international competitor rankings
  37. 37. @ 5 l e • # C M W o r l d Look up competitor pages in Adwords Keyword Planner
  38. 38. @ 5 l e • # C M W o r l d Find suggested keywords in your language
  39. 39. @ 5 l e • # C M W o r l d Survey in to users’ minds for keywords and more
  40. 40. @ 5 l e • # C M W o r l d Final tip: Get professional help
  41. 41. 5 Turn SEO into $ / £ / € / ¥ @ 5 l e • # C M W o r l d
  42. 42. @ 5 l e • # C M W o r l d Translated website or landing pages
  43. 43. @ 5 l e • # C M W o r l d Local dynamic content
  44. 44. @ 5 l e • # C M W o r l d Local dynamic content Geodected pricing
  45. 45. Wrapup ① The case for international ② Do you need international SEO? ③ Winning at international with knowledge ④ How to do international SEO with keyword research ⑤ Turn your SEO into revenue strategies @ 5 l e • # C M W o r l d
  46. 46. International SEO is just SEO with a twist
  47. 47. Curious? Don’t forget the guarantee! @5le elis@surveymonkey.com Or find me on Linkedin @ 5 l e • # C M W o r l d

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