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International SEO Pubcon Las Vegas 2017

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How to do international SEO in 2017.
Tips on global keyword research, checking international rankings, building an international SEO strategy.
This presentation does not cover HReflang, ccTLD, subdirectory or other aspects of international technical SEO. Happy to answer questions at all on global SEO just reach out on LinkedIn.

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International SEO Pubcon Las Vegas 2017

  1. 1. Making International SEO Less Foreign Eli Schwartz, Director of Organic Product Pubcon Las Vegas 2017 @5le
  2. 2. elis@surveymonkey.com Find me on LinkedIn Twitter @5le Slides are here: http://bit.ly/pubcon2017seo
  3. 3. Analyze your global traffic
  4. 4. 4 • Cctld • Hreflang ccTLD/Subdomain/Subdirectory Hreflang Linking
  5. 5. 5 Search is incredibly personal and varies for each user Suggest and results change between locations in the USA International SEO is the process of and is really just optimizing/optimising for people not like me. What is international SEO anyways
  6. 6. 6 Graph of world growth
  7. 7. 7 English vs non-english internet
  8. 8. US UK MY
  9. 9. 9 Growth of search methods
  10. 10. Nuance in marketing is critical!
  11. 11. 13 • Google/Baidu/Yandex • Languages • Connectivity • Device size • Demographics • Currency • Payment systems • Laws • Product delivery Know your market
  12. 12. • GrAB FROM OLD DECK Results are not real
  13. 13. 15 The only way to check international results manually is with a VPN or proxy
  14. 14. What’s global search really like?
  15. 15. 17 In German these are essentially synonyms
  16. 16. 18 Global results lack the depth and AI that US-English rankings have
  17. 17. 19 Global results lack the depth and AI that US-English rankings have
  18. 18. Keyword research
  19. 19. 21 Wikipedia cross links will be good keywords
  20. 20. 22 Research international competitor rankings
  21. 21. 23 Look up competitor pages in Adwords Keyword Planner
  22. 22. 24 Find suggested keywords in your language
  23. 23. How to win in International SEO
  24. 24. 26 • PARTY LIKE ITS 1999
  25. 25. SEO FOR DUMMIES
  26. 26. 28 Precise keywords Plurals User research Product naming Q&A Call in the experts Trend planning Keyword density Synonyms Translate existing content Optimize the basics
  27. 27. Final tip: Get professional help
  28. 28. 30 Remember: International SEO is culture fit AND keywords
  29. 29. Curious? elis@surveymonkey.com @5le

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