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International Search Engine Optimization - Steps to Domination with Keyword Research

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Learn how to grow traffic and conversions internationally with an easy guide to choosing the right keywords to target. It is more important than ever to pick the right keywords when doing International SEO, so make sure you are on the right track by following the steps in these slides. Presented at Pubcon New Orleans 2014

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International Search Engine Optimization - Steps to Domination with Keyword Research

  1. 1. 5 Steps to DOMINATE International SEO Without Learning Another Language Eli Schwartz Online Marketing Manager SurveyMonkey Pubcon New Orleans 2014
  2. 2. SEO @ SurveyMonkey
  3. 3. Own Your Destiny
  4. 4. Keywords Matter THE MOST
  5. 5. Non-English Search is Weaker than English More Spanish speakers worldwide than English* *http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers
  6. 6. 2nd Page of Results for Competitive Terms Google.com (English) Google.es (Spanish)
  7. 7. Must Use Correct Keywords to Rank
  8. 8. Non-English Spelling Correction is Weaker In French a misspelling brings up different results
  9. 9. Make Sure Your Translations Make Sense
  10. 10. Double Check Translation Work
  11. 11. Keywords Need to Be Culturally Relevant
  12. 12. Let’s Learn Keyword Research
  13. 13. Keyword Tools are NOT the Starting Point In English, you might just go to Adwords Keyword Tool and call it a day Just blindly trusting search volume will NOT work
  14. 14. Understand Keyword Weakness None of these are relevant to SurveyMonkey’s Business
  15. 15. Learn just one word… Put your primary keyword into Google Translate
  16. 16. Search Translation Alternatives Too Some of these might be the better keyword
  17. 17. Add Keyword Modifiers Adding a modifier gives Google Translate context around the word
  18. 18. Start Googling Search the just discovered keyword in your target language AND country Google can help even in non-Google dominant languages
  19. 19. Search All Translations To Get Right Word Not all translations will be relevant to your business
  20. 20. Some Translations Are Very INCORRECT Google’s suggested translation was a XXX term
  21. 21. Look at Number of Results Only 51 results
  22. 22. Two Tabbed Searching: Translate vs Original Use Chrome’s translation tool
  23. 23. Add Search Competitors to Spreadsheet Using your first keyword, find competitive sites
  24. 24. View Search Competitors in Two Tabs English Translation via Chrome Spanish Original • View each site to find new keywords • Look at the English to find important keywords • Compare words to original and add translated word to spreadsheet
  25. 25. Google Suggest Will Show New Keywords Spanish English Translation Can also use a tool like UberSuggest
  26. 26. Look Up Search Volume of Keyword List Paste in all keywords you discovered
  27. 27. Pluralize Keywords • Not every language has a plural • Don’t forget non-s plurals (Alumnus  alumni) • Search volume of plurals could be greater than singular • A greater search volume for the plural version of one word does not have bearing on other words • Singularize plural keywords from original list
  28. 28. Translate Keywords in Your Favorite Tool Translations just help you to communicate to other team members
  29. 29. Buddy Up With a Native
  30. 30. Dedupe the List and Make it Actionable
  31. 31. Some International Keyword Tools
  32. 32. 5 Steps to Dominate Your International SEO 1. If you aren’t doing international keyword research: START 2. Do the work yourself 3. Find a native or rent one 4. Localize content 5. Once you are done, start all over again
  33. 33. Thank you! Eli Schwartz, SurveyMonkey eli@surveymonkey.com @5le @surveymonkey

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