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SearchStars 2018: Grant Lingel - Neil Patel Digital

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"Entering New Digital Markets - Localization"
Presentation from SearchStars - Swedens largest search marketing conference.

Published in: Marketing
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SearchStars 2018: Grant Lingel - Neil Patel Digital

  1. 1. LOCALIZATION ENTERING NEW DIGITAL MARKETS
  2. 2. NEIL PATEL ▸ Founder of Crazy Egg, Kissmetrics, Hello Bar, Ubersuggest 2.0, Subscribers ▸ Top digital consultant ▸ Angel investor ▸ Neil was already a big name in early 2016 when he decided to test new markets. ▸ So why did he decide to expand?
  3. 3. GOING GLOBAL ▸ Less competition ▸ With new markets, you will find less saturation in the SERPs. This is especially true when you leave the English language. ▸ Bigger audience ▸ Population of Sweden (9.9M) vs. Brazil (208M) ▸ Global branding ▸ Brand queries and trends increase rankings across the board
  4. 4. NEIL’S TRAFFIC IN 2015:
  5. 5. NEIL’S TRAFFIC IN 2016:
  6. 6. NEIL’S TRAFFIC IN 2017:
  7. 7. NEIL’S TRAFFIC IN 2018:
  8. 8. PUTTING THINGS INTO PERSPECTIVE:
  9. 9. THE IMPORTANCE OF CREATING NEW CONTENT Neil’s second-most popular article in 2018 on the Brazilian version of his blog was an article that only exists in Brazil. Don’t translate for the sake of translating as much content as possible. Translate what will matter in the new market or, more importantly, create content specifically for the new market.
  10. 10. FOCUS ON BUILDING ORGANIC TRAFFIC: THINK LONG-TERM!
  11. 11. WE ALL KNOW SEO AND CONTENT ARE IMPORTANT, SO WHAT ELSE MATTERS WHEN ENTERING A NEW MARKET?
  12. 12. BRANDING AND SEARCH QUERIES
  13. 13. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO ▸ Step 1: Contributing Author (don’t say guest posting!)
  14. 14. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO ▸ Step 2: Pitching Stories
  15. 15. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO ▸ Step 3: Interviews with influencers
  16. 16. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO ▸ Step 4: Speak at local events
  17. 17. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO ▸ Step 5: Brand Queries (You want to TREND)
  18. 18. GOOGLE TRENDS ▸ Brazil after Instagram campaign:
  19. 19. THE BASICS AND MUSTS OF AN EARLY EXPANSION ▸ Create local version of site (sub-domain/sub-folder) using the Polylang Pro plugin ▸ Build a small, specialized local team with experience in SEO and the ability to organize the translation/localization process ▸ Focus on keyword analysis and competitor research in your new space
  20. 20. BUILDING A LOCAL TEAM ▸ You don’t need an office or a lot of people ▸ To start, you will need: ▸ One native speaker with translation experience ▸ One native speaker with SEO and content experience ▸ One person to do outreach for PR ▸ One project manager ▸ Speed and team size depends on each business and their goals
  21. 21. BEYOND ONE MARKET ▸ Focus on one new market first. ▸ You will see that most of the strategies that succeed in one market can be implemented in the next. ▸ It’s important to make sure the process is streamlined and efficient with one market before entering a second or third. ▸ You must build a local team in each market or you won’t have as much success. This was arguably the most important lesson with Neil’s global expansion. ▸ Plan on making a lot of mistakes (but don’t make them twice!). ▸ Don’t get too greedy. Dominating ONE NEW market is way better than being mediocre in four. ▸ Be patient. While SEO is “universal,” each new market will present its own unique challenges and a simple solution from one market might not transfer. ▸ Treat each market as a new project/business with its own team.
  22. 22. GRANT@NEILPATEL.COM IF YOU HAVE ANY QUESTIONS ABOUT GOING GLOBAL, GET IN TOUCH:
  23. 23. TAK! OBRIGADO! THANKS!

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