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Speaking In Tongues: Establishing a Successful International Web Presence By Aleyda Solis

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Speaking In Tongues: Mastering Multinational Search. PRESENTATION: Speaking In Tongues: Establishing a Successful International Web Presence - Given by Aleyda Solis, @aleyda - Orainti, International SEO Consultant. #SMX #12A2

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Speaking In Tongues: Establishing a Successful International Web Presence By Aleyda Solis

  1. 1. @aleyda#SMX #12A2 Speaking in Tongues Establishing a Successful International Web Presence
  2. 2. @aleyda#SMX #12A2 @aleyda#SMX #12A2 I’m Aleyda Solis
  3. 3. @aleyda#SMX #12A2 @aleyda#SMX #12A2 x x xx x x I help companies to connect with potential customers all over the world
  4. 4. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Some of them brands you likely know
  5. 5. @aleyda#SMX #12A2 @aleyda#SMX #12A2 To expand & diversify traffic sources
  6. 6. @aleyda#SMX #12A2 @aleyda#SMX #12A2 With a sustainable organic traffic growth
  7. 7. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Generating actual customers, 
 conversions & profit from them
  8. 8. @aleyda#SMX #12A2 @aleyda#SMX #12A2 This usually involves deciding, configuring 
 & managing the following… Avoiding targeting markets that are not profitable Selecting the best Web structure to win international markets Geolocating & Localizing each international Web presence
  9. 9. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Here’s how to simplify the process Target ConnectPrioritize
  10. 10. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Prioritize Avoid targeting markets 
 that are not profitable
  11. 11. @aleyda#SMX #12A2 @aleyda#SMX #12A2 “I wish I could create relevant content for each one of my international sites, but there are too many of them.” Someone who didn’t prioritize
  12. 12. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Avoid targeting languages & countries that don’t have a big enough audience you can’t support English speakers in Spain? Catalan speakers in Spain?
  13. 13. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Identify which countries & languages are already bringing traffic & conversions to your site
  14. 14. @aleyda#SMX #12A2 The ones where you are additionally ranking although not actively targeting yet ahrefs.com @aleyda#SMX #12A2
  15. 15. @aleyda#SMX #12A2 @aleyda#SMX #12A2 From where your competitors & industry leaders are already profiting from semrush.com
  16. 16. @aleyda#SMX #12A2 Check the level of already existing
 organic search competition in those markets @aleyda#SMX #12A2 similarweb.com
  17. 17. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Verify if there’s enough organic search traffic to compensate a profitable Web activity Cost of international Web projectNumber of Conversions for a break-even Average conversion value = No. of Conversions for Break-evenNumber of visits for a break-even Average Conversion Rate =
  18. 18. @aleyda#SMX #12A2 @aleyda#SMX #12A2 You can use the International SEO 
 ROI calculator for this https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
  19. 19. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Identify if you should language 
 or country target first Is location a factor that influence your Web operations? Yes No Is there enough traffic & conversions to target each country? Language Targeting Yes No Country Targeting
  20. 20. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Now you can decide which 
 international search markets to target >Your International traffic potential Visits & Conversions for a break-even Yes No Continue with the international Web & SEO project Might be too early For most important countries Buy & secure your ccTLDs for future activity Create custom alerts Create a pilot project prioritizing main pages
  21. 21. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Like this vs Language TargetingCountry Targeting
  22. 22. @aleyda#SMX #12A2 @aleyda#SMX #12A2 You can then consolidate the already existing international versions of markets that won’t be
  23. 23. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Target Select the best Web structure 
 to win international markets
  24. 24. @aleyda#SMX #12A2 @aleyda#SMX #12A2 “I enabled ccTLDs for each country but I wasn’t able to rank as the competition was too high” Someone who didn’t target with the right Web organization
  25. 25. @aleyda#SMX #12A2 @aleyda#SMX #12A2 There are rules of thumb like avoid using scripts or cookies to show all versions through the same URLs
  26. 26. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Or not using parameters, as it makes it harder to geolocate, localize and track each version
  27. 27. @aleyda#SMX #12A2 @aleyda#SMX #12A2 However, your international Web setting should be selected based on your site & target market VS
  28. 28. @aleyda#SMX #12A2 @aleyda#SMX #12A2 If you’re country targeting, select between ccTLDs, Subdirectories & Subdomains www.yourbrand.es www.yourbrand.es/categoria-a/ www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/ ccTLDs Sub-directories
 w/ gTLDs Sub-domains w/ gTLDs
  29. 29. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Choose the best alternative to country target 
 in your case using the pros & cons * Need less technical resources * Need less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * Need more efforts to geolocate * Need more technical resources * Need more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * Need more efforts to geolocate * Ideal alternative to geolocate if competition is not too high * Need more technical resources * Need more efforts to grow popularity with a new domain ccTLDs Sub-directories
 w/ gTLDs Sub-domains w/ gTLDs
  30. 30. @aleyda#SMX #12A2 @aleyda#SMX #12A2 If you’re language targeting, select between using subdirectories or subdomains Sub-directories www.yourbrand.com www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/
  31. 31. @aleyda#SMX #12A2 @aleyda#SMX #12A2 * Need less technical resources *Need less efforts to grow popularity *Generates a deeper url structure *More chances to get all versions penalized if something goes bad * Need more technical resources * Need more efforts to grow popularity * Generates shorter URL structure which can be better for larger sites Sub-directories Sub-domains Select the best alternative to language target in your case based on the pros & cons too
  32. 32. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Take into consideration that Google only supports countries to geotarget
  33. 33. @aleyda#SMX #12A2 @aleyda#SMX #12A2 It will be also very difficult to use an already geolocated ccTLD to target another country
  34. 34. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Verify which Web structures are used 
 by the top sites in the desired market 13 ccTLDs vs. 7gTLDs
  35. 35. @aleyda#SMX #12A2 @aleyda#SMX #12A2 As well as those rankings for the potential top queries in that market https://serpchecker.com/ 7 ccTLDs vs. 2 gTLDs
  36. 36. @aleyda#SMX #12A2 @aleyda#SMX #12A2 What’s the authority of those top ranking sites? Can you compete with a new ccTLD?
  37. 37. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Yes Choose your international Web structure accordingly to make it competitive What’s your international target? Country Language Are your top competitors using ccTLDs? Yes Is the domain authority of your competition higher & 
 a concern? Yes Use ccTLDs No No Use Geolocalized Sub-Directories YesNo Do you need a flatter & more differentiated URL structure? Use 
 Sub-Directories Is the domain authority of your competition higher & 
 a concern? Use 
 Sub-Domains No
  38. 38. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Connect Geolocate & Localize your
 international Web presence
  39. 39. @aleyda#SMX #12A2 @aleyda#SMX #12A2 “I created all my content in Spanish by translating the one I already had in English but never got a high share of traffic” Someone who didn’t localized its international Web presence
  40. 40. @aleyda#SMX #12A2 Start by localizing every aspect of your Web content & design to your target markets URL Meta Description Currency Menu Title Images H1
  41. 41. @aleyda#SMX #12A2 Including the URLs but avoid “special” characters, use transliteration for non-latin characters NO YES
  42. 42. @aleyda#SMX #12A2 Get native support to do each market keyword research and use the right terms in each case RENTAS VACACIONALES vs ALQUILERES VACACIONALES NO
  43. 43. @aleyda#SMX #12A2 This is one of the critical areas that major brands 
 often overlook with international markets YES
  44. 44. @aleyda#SMX #12A2 You can create a matrix with patterns to generate 
 your main content elements for each version <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title Spanish Title
  45. 45. @aleyda#SMX #12A2 Leverage local search seasonality, festivities, trends and specific audience bahavior
  46. 46. @aleyda#SMX #12A2 Check out which keywords tools support international markets https://www.aleydasolis.com/en/search-engine-optimization/keywords-research-tools-comparison/
  47. 47. @aleyda#SMX #12A2 Localize not only the content, but also the overall Web experience using local preferences & culture In the US In Japan
  48. 48. @aleyda#SMX #12A2 It’s also critical to rank in your target markets with 
 the relevant, optimized international Web version US version ranking in the UK
  49. 49. @aleyda#SMX #12A2 Misaligned pages will have worse rankings, CTR, user experience and conversions This happens with a UK ccTLD
  50. 50. @aleyda#SMX #12A2 Check if you’re suffering from this already using internal organic traffic and ranking sources…
  51. 51. @aleyda#SMX #12A2 … as well as external ones ahrefs.com @aleyda#SMX #12A2
  52. 52. @aleyda#SMX #12A2 Verify which domain extensions are treated 
 as generic by Google to geolocate if needed @aleyda#SMX #12A2 https://support.google.com/webmasters/answer/1347922 @aleyda#SMX #12A2
  53. 53. @aleyda#SMX #12A2 Register & geolocate in the Search Console each sub-directory or sub-domain to country target
  54. 54. @aleyda#SMX #12A2 Avoid automatic redirects based on the IP location of the user is intrusive
  55. 55. @aleyda#SMX #12A2 Search crawlers IPs are also not yet 
 that “globally” distributed https://support.google.com/webmasters/answer/6144055
  56. 56. @aleyda#SMX #12A2 @aleyda#SMX #12A2 It’s better to suggest to visitors there might be a more relevant version for them
  57. 57. @aleyda#SMX #12A2 Verify for yourself how you’re doing it 
 by using a proxy or search result emulator https://www.hidemyass.com/ & https://www.accuranker.com/rank-tracker/
  58. 58. @aleyda#SMX #12A2 You should also indicate your international targeting with the meta & html lang tag http://bit.ly/binglang
  59. 59. @aleyda#SMX #12A2 As well as specifying your pages language 
 and country alternates with hreflang annotations bit.ly/hreflangannotations @aleyda#SMX #12A2 @aleyda#SMX #12A2
  60. 60. @aleyda#SMX #12A2 Every page should include its language & country target, pointing to the other versions English for the US Default Spanish for the US English for the UK <link rel="canonical" href="http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> <link rel="canonical" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> brand.com/dogs/ brand.co.uk/dogs/ brand.com/es/perros/ English for the US <link rel="canonical" href=“http://www.brand.co.uk/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
  61. 61. @aleyda#SMX #12A2 Using ISO 639-1 values for languages 
 and ISO 3166-1 for countries
  62. 62. @aleyda#SMX #12A2 You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers Add them in XML Sitemaps in non-flexible sites with a high number of versions Add them in HTML in sites with lower number of versions & coding flexibility
  63. 63. @aleyda#SMX #12A2 Start only with the necessary ones checking traffic misalignment if there are too many
  64. 64. @aleyda#SMX #12A2 Beware of including incorrect hreflang values and tags that are not supported link rel alternate hreflang="pt-br" link rel alternate hreflang="en-ca" Not supported link rel alternate hreflang="es-mx" link rel alternate hreflang="en-us"
  65. 65. @aleyda#SMX #12A2 Always self-refer by specifying 
 the current URL in the hreflangs
  66. 66. @aleyda#SMX #12A2 Each international version should also 
 refer back to the ones pointing to it
  67. 67. @aleyda#SMX #12A2 Avoid adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs
  68. 68. @aleyda#SMX #12A2 Add the hreflang at the start of the HTML to avoid that is overlooked due to errors above http://ohgm.co.uk/hreflang-tags-not-respected-how-to-solve/
  69. 69. @aleyda#SMX #12A2 Obtain the correct annotations 
 with the Hreflang Generator Tool bit.ly/generatorhreflang
  70. 70. @aleyda#SMX #12A2 For enterprise scenarios, generate XML sitemaps along hreflang tags with the hrefbuilder hrefbuilder.com
  71. 71. @aleyda#SMX #12A2 Organize XML sitemaps as granular as 
 possible to facilitate troubleshooting Country Language Category Page Type
  72. 72. @aleyda#SMX #12A2 Validate them first at a page level when implementing, to catch and fix errors early https://technicalseo.com/seo-tools/hreflang/ @aleyda#SMX #12A2 @aleyda#SMX #12A2
  73. 73. @aleyda#SMX #12A2 @aleyda#SMX #12A2 @aleyda#SMX #12A2 Verify them again after implementing them, by using crawlers that validate them like Sitebulb
  74. 74. @aleyda#SMX #12A2 This will allow you to directly identify which are the URLs with issues and fix easily them
  75. 75. @aleyda#SMX #12A2 You can also use DeepCrawl that verifies
 hreflang implemented in XML sitemaps too
  76. 76. @aleyda#SMX #12A2 Monitor the existence of remaining issues with 
 the Search Console International Targeting report
  77. 77. @aleyda#SMX #12A2 Prioritize fixing those errors with the 
 highest number of pages affected
  78. 78. @aleyda#SMX #12A2 Until they are all correctly validated
  79. 79. @aleyda#SMX #12A2 To effectively grow your search visibility 
 in your targeted international markets
  80. 80. @aleyda#SMX #12A2 @aleyda#SMX #12A2 Target ConnectPrioritize It’s about prioritizing, targeting and connecting with your international audience @aleyda#SMX #12A2
  81. 81. @aleyda#SMX #12A2 @aleyda#SMX #12A2 x x xx x x It’s now your time to expand abroad! Thanks

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