Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Global SEO ClickzSingapore 2015 Eli Schwartz

805 views

Published on

Global SEO is extremely important and it's not as hard as you think.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Global SEO ClickzSingapore 2015 Eli Schwartz

  1. 1. The Keystone of Your International Marketing Strategy is SEO Eli Schwartz, Director of Marketing APAC ClickZ Singapore October 22, 2015
  2. 2. SurveyMonkey Is the World’s #1 Survey Platform 2 3MSurvey responses are generated daily 17KNew sign-ups daily 90MUnique visitors every month “SurveyMonkey turns online surveys into a hot business.” “One of the hottest startups to watch.”
  3. 3. Non-Profit 27% Personal 1% Education 21% Govt. 9% For-Profit 42% We Have 20+ Million Registered Users of All Types 99%of the Fortune 500
  4. 4. Growth Is on a Global Scale English Português Türkçe Italiano Français Dansk Deutsch Nederlands Norsk Svenska Suomi Русский Русский 한국어 中文(繁體) Español
  5. 5. Why SEO?
  6. 6. Internet growth around the world
  7. 7. Languages around the world 87% 13% English (Primary & Secondary) Everything else
  8. 8. Google? Bing? English is only the 3rd most popular language
  9. 9. Massive disparity = Big opportunity 15x!
  10. 10. Mobile vs Desktop Internet Users
  11. 11. This world doesn’t belong to Facebook
  12. 12. It belongs to Google Google considers this the future
  13. 13. Most important thing you will ever hear about Google and SEO
  14. 14. It’s all about intent! US
  15. 15. It’s all about intent! US
  16. 16. It’s all about intent! UK
  17. 17. It’s all about intent! UK
  18. 18. What changed?
  19. 19. This
  20. 20. How does google interpret queries?
  21. 21. How does google interpret queries?
  22. 22. How does google interpret queries?
  23. 23. How does google interpret queries?
  24. 24. How does google interpret queries?
  25. 25. Real world examples
  26. 26. Real world examples
  27. 27. Google is creepy
  28. 28. Google is creepy
  29. 29. Google is creepy
  30. 30. Google is creepy
  31. 31. PSA: Global results you see are not real
  32. 32. Google is local
  33. 33. Results are local
  34. 34. But not necessarily outside of the USA Indonesian Results in Malaysia
  35. 35. Capitalize on the opportunity
  36. 36. Digitize and Translate Everything
  37. 37. Translations must be in-text
  38. 38. Don’t machine translate
  39. 39. Use Google Translate…Begrudgingly ..
  40. 40. Discover who else is REALLY ranking
  41. 41. …And copy them
  42. 42. …And copy them
  43. 43. …And copy them
  44. 44. Use local signals No Singapore Shipping
  45. 45. • Keyword density • Exact keyword matches Pluralization Synonyms Phrase order matching • Duplicate content
  46. 46. Synonyms don’t matter in English
  47. 47. But they do in German
  48. 48. In the US, Google captures intent Even within one country we have different ways of referring to the same exact thing
  49. 49. Not so much outside the US Quebec France
  50. 50. Use the right letters in your keywords
  51. 51. Some international keyword tools
  52. 52. A few more things
  53. 53. Auto-targeting • Leave an escape option if the targeting is wrong • Send users to an an actual URL – don’t just proxy content • Googlebot will always be in the US • Ensure there are links for the bot to find international content
  54. 54. • ccTLD is the best but not popular • Subdirectory is next best • Avoid subdomains Domain structure
  55. 55. Links?
  56. 56. Use surveys for quick local content & PR
  57. 57. Any questions? elis@surveymonkey.com Find me on LinkedIn Twitter: @5le

×