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Global SEO: It’s Just Not That 
@5le 
Complicated 
Eli Schwartz 
Online Marketing Manager 
SurveyMonkey
@5le
What do you call 
someone that 
speaks many 
languages? 
@5le
Multilingual 
@5le
What do you call 
someone that 
speaks two 
languages? 
@5le
Bilingual 
@5le
What do you call 
someone that 
speaks just one 
language? 
@5le
Bilingual 
@5le
Internet Population 
Worldwide 
90% 
Everywhere 
Else 
@5le 
10% 
USA
Languages Understood 
Worldwide 
87% 
@5le 
13% 
Other languages 
English 
(Primary + secondary)
@5le 
Not 
Trying
@5le 
Not 
Caring
@5le 
WTF?
Global marketing begins with SEO 
@5le
But, have you noticed this trend? 
@5le
Hummingbird launched late 
August 2013 
@5le
Platform = Software 
@5le
Google Knows You Want the Score 
@5le
Google Knows Which Score 
@5le
Google Knows You Want the Score, 
Just Not Sure Which 
@5le
Is 
Hummingbird 
Multilingual? 
@5le
This is BIG 
@5le 
news.
Same day search on Google.pl 
@5le 
No 
scores!?
Same day search on Google.pl for 
“Germany” in Polish 
@5le 
News, but 
no 
knowledge 
graph
Same day search on Google.de for 
“Poland” in Polish 
@5le 
News, but 
no 
knowledge 
graph
Hummingbird is either dead 
internationally or only speaks 
English 
@5le
International SEO is “Easy” and 
predictable 
@5le
@5le
Customer Satisfaction Survey in 
@5le 
Titles in 
results 
match the 
query 
German
Customer Satisfaction Survey in 
@5le 
Titles in 
results 
match the 
query 
German
Prepositions in English are“Stop 
Words” 
@5le
Foreign language prepositions are NOT 
@5le
Go global without the 
language classes 
@5le
No Shortcuts 
@5le
Context is King 
@5le 
None of these 
are relevant to 
SurveyMonkey’s 
business
Dysfunctional marriage between 
Google Translate and Adwords 
@5le
Step 1: Learn 1 word 
@5le
Step 2: Google in the local 
language 
@5le
Step 3: Open Google in 2 
Chrome tabs 
original translated 
@5le
Step 4: Learn some synonyms 
@5le
Step 5: Add some modifiers 
@5le
Step 6: Find some context 
@5le
Note: Be prepared to innovate 
@5le
Note: Result counts matter 
@5le
Step 7: Mine the competitors 
@5le
Step 8: Metadata is your friend 
@5le
Step 9: Don’t forget the slang 
@5le
Step 10: Expand keyword list 
with Google Suggest 
Keywordtool.io 
@5le
Step 11: Find ranking keywords 
from competitor pages 
Semrush.com 
@5le
Step 12: Find similar web pages 
and ranking keywords 
Similarweb.com 
@5le
Step 13: Adv. Google queries 
related:domain.tld 
@5le
Step 14: Look up LOCAL search 
volume 
Adwords Keyword Tool 
@5le
Step 15: Translate the full list just 
for context 
Google Translate or any other 
tool 
@5le
Can also translate keywords in 
Google Sheets 
@5le
Step 16: Work with a native 
Borrow or rent 
@5le
Use Keywords 
@5le
Translate existing content 
@5le
@5le
@5le
@5le 
Culture 
Check?
@5le
Find ideas from Google Trends 
@5le
Find ideas from YouTube 
@5le
Find ideas from Twitter 
@5le
Write about holidays 
@5le
Generate Unique Data 
With SurveyMonkey Audience 
@5le
@5le 
Lather, 
rinse, repeat
Don’t become a punch line 
@5le
Danke! Merci! 
Gracias! Thank 
You! 
@@5le 
5le
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Global SEO Keyword Research and Content Marketing - State of Search 2014

2,700 views

Published on

International SEO is really not that hard if you just pick the right keywords for a global audience. Google's Hummingbird algorithm is not nearly as effective in languages other than English, so proper keyword research is absolutely essential. Follow these 16 steps to discover the right keywords and use these keywords in your international content marketing.

Published in: Marketing

Global SEO Keyword Research and Content Marketing - State of Search 2014

  1. 1. Global SEO: It’s Just Not That @5le Complicated Eli Schwartz Online Marketing Manager SurveyMonkey
  2. 2. @5le
  3. 3. What do you call someone that speaks many languages? @5le
  4. 4. Multilingual @5le
  5. 5. What do you call someone that speaks two languages? @5le
  6. 6. Bilingual @5le
  7. 7. What do you call someone that speaks just one language? @5le
  8. 8. Bilingual @5le
  9. 9. Internet Population Worldwide 90% Everywhere Else @5le 10% USA
  10. 10. Languages Understood Worldwide 87% @5le 13% Other languages English (Primary + secondary)
  11. 11. @5le Not Trying
  12. 12. @5le Not Caring
  13. 13. @5le WTF?
  14. 14. Global marketing begins with SEO @5le
  15. 15. But, have you noticed this trend? @5le
  16. 16. Hummingbird launched late August 2013 @5le
  17. 17. Platform = Software @5le
  18. 18. Google Knows You Want the Score @5le
  19. 19. Google Knows Which Score @5le
  20. 20. Google Knows You Want the Score, Just Not Sure Which @5le
  21. 21. Is Hummingbird Multilingual? @5le
  22. 22. This is BIG @5le news.
  23. 23. Same day search on Google.pl @5le No scores!?
  24. 24. Same day search on Google.pl for “Germany” in Polish @5le News, but no knowledge graph
  25. 25. Same day search on Google.de for “Poland” in Polish @5le News, but no knowledge graph
  26. 26. Hummingbird is either dead internationally or only speaks English @5le
  27. 27. International SEO is “Easy” and predictable @5le
  28. 28. @5le
  29. 29. Customer Satisfaction Survey in @5le Titles in results match the query German
  30. 30. Customer Satisfaction Survey in @5le Titles in results match the query German
  31. 31. Prepositions in English are“Stop Words” @5le
  32. 32. Foreign language prepositions are NOT @5le
  33. 33. Go global without the language classes @5le
  34. 34. No Shortcuts @5le
  35. 35. Context is King @5le None of these are relevant to SurveyMonkey’s business
  36. 36. Dysfunctional marriage between Google Translate and Adwords @5le
  37. 37. Step 1: Learn 1 word @5le
  38. 38. Step 2: Google in the local language @5le
  39. 39. Step 3: Open Google in 2 Chrome tabs original translated @5le
  40. 40. Step 4: Learn some synonyms @5le
  41. 41. Step 5: Add some modifiers @5le
  42. 42. Step 6: Find some context @5le
  43. 43. Note: Be prepared to innovate @5le
  44. 44. Note: Result counts matter @5le
  45. 45. Step 7: Mine the competitors @5le
  46. 46. Step 8: Metadata is your friend @5le
  47. 47. Step 9: Don’t forget the slang @5le
  48. 48. Step 10: Expand keyword list with Google Suggest Keywordtool.io @5le
  49. 49. Step 11: Find ranking keywords from competitor pages Semrush.com @5le
  50. 50. Step 12: Find similar web pages and ranking keywords Similarweb.com @5le
  51. 51. Step 13: Adv. Google queries related:domain.tld @5le
  52. 52. Step 14: Look up LOCAL search volume Adwords Keyword Tool @5le
  53. 53. Step 15: Translate the full list just for context Google Translate or any other tool @5le
  54. 54. Can also translate keywords in Google Sheets @5le
  55. 55. Step 16: Work with a native Borrow or rent @5le
  56. 56. Use Keywords @5le
  57. 57. Translate existing content @5le
  58. 58. @5le
  59. 59. @5le
  60. 60. @5le Culture Check?
  61. 61. @5le
  62. 62. Find ideas from Google Trends @5le
  63. 63. Find ideas from YouTube @5le
  64. 64. Find ideas from Twitter @5le
  65. 65. Write about holidays @5le
  66. 66. Generate Unique Data With SurveyMonkey Audience @5le
  67. 67. @5le Lather, rinse, repeat
  68. 68. Don’t become a punch line @5le
  69. 69. Danke! Merci! Gracias! Thank You! @@5le 5le

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