Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

3,565 views

Published on

Global Search Engine Optimization is really not that hard. Your competitors are global, and if you don't start playing offense internationally, you will be playing defense. Learn how to optimize your keywords and start getting natural traffic globally. Stop playing soccer if your competitors are playing football.

Published in: Marketing, Technology, Design
  • Be the first to comment

Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

  1. 1. Eli Schwartz is the Online Marketing Manager for SurveyMonkey, the world's largest online survey company. He oversees all SEO efforts and strategies on SurveyMonkey properties across 16 languages. SurveyMonkey serves over 20 million customers worldwide, including 99% of the Fortune 500, and collects over two million online survey responses daily. Follow @5le
  2. 2. • Why International SEO • Size of opportunity • Keyword research • Content creation
  3. 3. What percentage of your time do you focus on search optimization efforts for
  4. 4. What percentage of your time do you focus on search optimization efforts for
  5. 5. Google vs Bing
  6. 6. Internet Users Around the World Source: internetlivestats.com/
  7. 7. So, focusing on the US only could be as shortsighted as…
  8. 8. Languages Spoken Around the World English (Primary & Secondary) Source: ethnologue.com/
  9. 9. Ecommerce Spend Around the World Source: Emarketer.com
  10. 10. Look at Current Traffic in GA There are likely international visitors that are not as satisfied
  11. 11. Ecommerce
  12. 12. • Based in China • Primary customer base is in China • Has an English language interface • 24k employees • $7.5 Billion Revenue in 2013 (WSJ) • In 2013 did more transaction volume than eBay + Amazon
  13. 13. Social Media
  14. 14. • 250 million accounts • #22 worldwide on Alexa • Popular in Russian speaking countries • Already has English language interface
  15. 15. SEO
  16. 16. • Founded in Germany • Started with European customers • Expanded into US customers by localizing offering • Newly opened office in Silicon Valley
  17. 17. International SEO isn’t so Hard (or Costly)
  18. 18. • ccTLD vs subdomain vs subdirectory • HREFLANG • Local Hosting • Local Links • Local Trust Symbols • Mobile
  19. 19. Don’t Machine Translate
  20. 20. Google can recognize machine translated content AND you will offend real users
  21. 21. Optimize (Optimise) for What People Type
  22. 22. Spelling Correction is Not as Robust
  23. 23. Google.com Google.fr (France)
  24. 24. Synonym Matching in English
  25. 25. Near identical results for both terms
  26. 26. Synonym Matching in German (Google.de)
  27. 27. Both terms mean “Customer Survey” and user intent is similar
  28. 28. Prepositions in English
  29. 29. In English, prepositions cause only minor differences (except in specific cases)
  30. 30. Prepositions in Portuguese (Google.com.br)
  31. 31. Other languages have much larger differences
  32. 32. Basic Special Characters Matter
  33. 33. Special character usage changes results • Slashed O • Umlauts • Accents
  34. 34. “Did you mean” but results are unchanged
  35. 35. Compound (Concatenation) Words
  36. 36. Phrases can be broken by a space, dash or concatenated as one word
  37. 37. Same Language Different Meanings: “Char”
  38. 38. Quebec France
  39. 39. It’s Not Just International: Pop vs Soda
  40. 40. Even within one country we have different ways of referring to the same exact thing
  41. 41. Adwords Tool is NOT the Starting Point
  42. 42. In English, you might just go to Adwords Keyword Tool and call it a day Internationally, just blindly trusting search volume will give you a weak keyword foundation
  43. 43. Understand Keyword Weaknesses
  44. 44. None of these are relevant to SurveyMonkey’s Business
  45. 45. Square One: Learn Just One Word…
  46. 46. Start Googling
  47. 47. Search the just discovered keyword in your target language AND country
  48. 48. Search Translation Alternatives Too
  49. 49. Some of these might be the better keyword
  50. 50. Two Tabbed Searching: Translate vs Original
  51. 51. Use Chrome’s automatic translation
  52. 52. Search Translations To Get Right Word
  53. 53. As in English, not all translations will be relevant to your business
  54. 54. Add Keyword Modifiers to Translate
  55. 55. Adding a modifier gives Google Translate context around the word. Without modifiers, Translate had suggested the Spanish word “estudio” as the correct translation.
  56. 56. Some Translations Are Very INCORRECT
  57. 57. Attempted to use a modifier to learn primary keyword Google’s suggested translation was a xxx term
  58. 58. Look at Number of Results for Clues
  59. 59. Google.fi (Finland)
  60. 60. Google.fi (Finland) Low number of results means you are on the wrong track
  61. 61. View All Search Competitors in Two Tabs
  62. 62. Spanish Original English Translation via Chrome
  63. 63. Use Chrome’s automatic translation • View each competitor site to find keywords • Look at the English to find important keywords • Compare words to original and add translated word to keywords worksheet in a spreadsheet
  64. 64. Don’t Forget About Popular Slang Terms
  65. 65. Google.de (Germany)
  66. 66. Google.de (Germany) Means “Sunday Poll” which is what Germans call a Political Poll
  67. 67. Use Knowledge Graph to Learn Intent (US)
  68. 68. Google.com
  69. 69. Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a company and an Italian square
  70. 70. Knowledge Graph Brazil
  71. 71. Google.com
  72. 72. Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a soccer player in Brazil
  73. 73. Knowledge Graph Germany
  74. 74. Google.de (Germany)
  75. 75. Google.de (Germany) Search word is Italian word “piazza” Knowledge graph shows Piazza as Piazza Navona – a popular tourist spot in Rome
  76. 76. Knowledge Graph Italy
  77. 77. Google.it (Italy)
  78. 78. Google.it (Italy) Search word is Italian word “piazza” Knowledge graph is gone
  79. 79. Look Up Search Volume of Keyword List
  80. 80. Once you have a large list of keywords: • Paste in all keywords into Google Keyword Planner • Download results in a CSV • Search translations in Google Translate
  81. 81. Buddy Up With a Native
  82. 82. Native speakers will tell you which keywords are actually correct
  83. 83. Translate Existing Content
  84. 84. Make Sure Your Translations Make Sense
  85. 85. Double Check Translation Work
  86. 86. Keywords Need to Be Culturally Relevant
  87. 87. Leverage Keyword Data into New Content
  88. 88. Google Trends
  89. 89. Trends data is available for many years in multiple countries
  90. 90. Trends data is available for many years in multiple countries Trends data is available for many years in multiple countries
  91. 91. YouTube Worldwide
  92. 92. Look for Popular videos
  93. 93. Twitter Trends
  94. 94. Twitter trends will show popular topics for nearly any country
  95. 95. SurveyMonkey Audience
  96. 96. Learn From the Data and Update
  97. 97. 5 Things to Remember
  98. 98. 1.Huge growth potential with international search 2.Focus on keywords 3.Watch out for cultural nuances 4.Continue to grow content
  99. 99. 5. Don’t be Lazy!!!

×