OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 1
aleyda solis / international seo / seer interactive
LE...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 2
achieve international seo success by @aleyda
1. AVOID ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 3
achieve international seo success by @aleyda
FUNDAMENT...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 4
achieve international seo success by @aleyda
Spain, Co...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 5
achieve international seo success by @aleyda
US & Spai...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz
achieve international seo success by @aleyda
DON’T MISS ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 7
achieve international seo success by @aleyda
CHECK ANY...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 8
achieve international seo success by @aleyda
Take a lo...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 9
achieve international seo success by @aleyda
INCLUDE H...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 10
achieve international seo success by @aleyda
remember...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 11
achieve international seo success by @aleyda
MAKE SUR...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 12
achieve international seo success by @aleyda
Use the ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 13
achieve international seo success by @aleyda
Use the ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 14
achieve international seo success by @aleyda
USE THE ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 15
achieve international seo success by @aleyda
USE THE ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 16
achieve international seo success by @aleyda
VALIDATE...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 17
achieve international seo success by @aleyda
VALIDATE...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 18
achieve international seo success by @aleyda
IF YOU’R...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 19
achieve international seo success by @aleyda
If you R...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 20
achieve international seo success by @aleyda
It’s mor...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 21
achieve international seo success by @aleyda
if you’r...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 22
achieve international seo success by @aleyda
2. AVOID...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 23
achieve international seo success by @aleyda
don’t re...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 24
achieve international seo success by @aleyda
DON’T RE...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 25
achieve international seo success by @aleyda
AVOID GE...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz
achieve international seo success by @aleyda
take as a r...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz
achieve international seo success by @aleyda
have native...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 28
achieve international seo success by @aleyda
Localize...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 29
achieve international seo success by @aleyda
REMEMBER...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 30
achieve international seo success by @aleyda
3. becom...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 31
achieve international seo success by @aleyda
AT THE S...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 32
achieve international seo success by @aleyda
LEARN TO...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 33
achieve international seo success by @aleyda
USE THE ...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 34
achieve international seo success by @aleyda
identify...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 35
achieve international seo success by @aleyda
USE simi...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 36
achieve international seo success by @aleyda
USE goog...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 37
achieve international seo success by @aleyda
USE foll...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 38
achieve international seo success by @aleyda
Don’t ge...
OMCap	
  Berlin	
  2013	
  -­‐	
  Online	
  Marke3ng	
  Konferenz 39
DANKE :) do you have questions?
aleyda solis / intern...
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3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013

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Presentation given at #OMCap Berlin about the most fundamental aspects to take into consideration when doing International SEO

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3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013

  1. 1. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 1 aleyda solis / international seo / seer interactive LET’S GO ABROAD: 3 ASPECTS TO ACHIEVE LONG-TERM INTERNATIONAL SEO SUCCESS
  2. 2. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 2 achieve international seo success by @aleyda 1. AVOID LANGUAGE & COUNTRY SEARCH ALIGNMENT ISSUES
  3. 3. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 3 achieve international seo success by @aleyda FUNDAMENTALS ARE A MUST BUT NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES
  4. 4. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 4 achieve international seo success by @aleyda Spain, Colombian & Argentinian domains ranking in Mexican search results FOR A COMPETITIVE GENERIC QUERY searched from mexico WEB CANNIBALIZATION
  5. 5. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 5 achieve international seo success by @aleyda US & Spain version ranking in Mexican search results for A branded query NON RELEVANT RESULTS
  6. 6. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda DON’T MISS YOUR INTERNATIONAL SEARCH FOCUS
  7. 7. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 7 achieve international seo success by @aleyda CHECK ANY misalignment with Analytics & Webmaster Tools data
  8. 8. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 8 achieve international seo success by @aleyda Take a look at your competitors misalignment with SearchMetrics & SEMRush
  9. 9. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 9 achieve international seo success by @aleyda INCLUDE HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
  10. 10. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 10 achieve international seo success by @aleyda remember that it’s ok to use self-referring canonicals www.yourbrand.co.uk www.yourbrand.de <link rel="canonical" href="http://www.yourbrand.co.uk" /> <link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” /> <link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” /> <link rel="canonical" href="http://www.yourbrand.de" /> <link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” /> <link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” />
  11. 11. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 11 achieve international seo success by @aleyda MAKE SURE YOU USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION TO DO IT THOUGH...
  12. 12. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 12 achieve international seo success by @aleyda Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS
  13. 13. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 13 achieve international seo success by @aleyda Use the hreflang tag generator tool TO EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS http://www.internationalseomap.com/hreflang-tags-generator/
  14. 14. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 14 achieve international seo success by @aleyda USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG ANNOTATIONS
  15. 15. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 15 achieve international seo success by @aleyda USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING HREFLANG ANNOTATIONS http://www.themediaflow.com/resources/tools/href-lang-tool/
  16. 16. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 16 achieve international seo success by @aleyda VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
  17. 17. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 17 achieve international seo success by @aleyda VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR http://flang.dejanseo.com.au/
  18. 18. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 18 achieve international seo success by @aleyda IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET WITH WEBMASTER TOOLS
  19. 19. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 19 achieve international seo success by @aleyda If you REDIRECT OR use interstitials to TAKE YOUR USERS TO A MORE RELEVANT COUNTRY OR LANGUAGE VERSION -BASED ON THE IP OR BROWSER LANGUAGE- make sure the site content is still CRAWLABLE
  20. 20. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 20 achieve international seo success by @aleyda It’s more user friendly to suggest: Don’t take YOUR users where they haven’t asked to go
  21. 21. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 21 achieve international seo success by @aleyda if you’re language targeting don’t feature flags on the options: remember you’re targeting the language not the country
  22. 22. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 22 achieve international seo success by @aleyda 2. AVOID AUTOMATIC & LITERAL TRANSLATIONS
  23. 23. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 23 achieve international seo success by @aleyda don’t rely in automatic translators for decisive activities on your international seo project: keyword research, content development & optimization, outreach
  24. 24. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 24 achieve international seo success by @aleyda DON’T RELY ON GOOGLE MARKET FINDER: IT’S NOT ALWAYS ACCURATE ON TRANSLATIONS SINCE IT USES GOOGLE TRANSLATE
  25. 25. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 25 achieve international seo success by @aleyda AVOID GETTING LOST IN TRANSLATION
  26. 26. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda take as a reference the terms & keywords already used by the top industry competitor in each country & language. you can use searchmetrics or semrush.
  27. 27. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz achieve international seo success by @aleyda have native language support (from native translators to interns) to do language RELATED activities.
  28. 28. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 28 achieve international seo success by @aleyda Localize all of the different web areas of each of your pages: from urls, titles, prices, currency, DELIVERY OPTIONS, offers... and even branding & design
  29. 29. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 29 achieve international seo success by @aleyda REMEMBER THAT YOUR INTERNATIONAL AUDIENCE EXPECT TO SEE COMMENTS AND GET SUPPORT IN THEIR OWN LANGUAGE
  30. 30. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 30 achieve international seo success by @aleyda 3. become an authority in your international markets
  31. 31. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 31 achieve international seo success by @aleyda AT THE START YOU’LL BE THE “NEW PLAYER”. YOU NEED TO BUILT YOUR REPUTATION... AND LINKS?
  32. 32. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 32 achieve international seo success by @aleyda LEARN TO CONNECT WITH YOUR AUDIENCE AND GROW YOUR INTERNATIONAL VISIBILITY
  33. 33. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 33 achieve international seo success by @aleyda USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR international audience behaviour
  34. 34. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 34 achieve international seo success by @aleyda identify the most popular content, formats and networks of your international competitors so you understand your potential visitors preferences. use social crawlytics and majesticseo.
  35. 35. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 35 achieve international seo success by @aleyda USE similarweb to identify the most relevant media, blogs and sites in your targeted country and establish collaboration with them
  36. 36. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 36 achieve international seo success by @aleyda USE google trends and hot searches to identify seasonal & popular topics to leverage from each country
  37. 37. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 37 achieve international seo success by @aleyda USE followerwonk, topsy & twitterfall to identify local industry influencers in social networks
  38. 38. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 38 achieve international seo success by @aleyda Don’t get lost: Remember is about connecting AND GROWING with your international audience
  39. 39. OMCap  Berlin  2013  -­‐  Online  Marke3ng  Konferenz 39 DANKE :) do you have questions? aleyda solis / international seo / seer interactive

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