#internationalstrategy for #mnsummit by @aleyda from @orainti
How to Effectively Establish & Run a Successful
International Digital Marketing Strategy

#internationalstrategy for #mnsummit by @aleyda from @orainti
HELLO #MNSUMMIT
#internationalstrategy for #mnsummit by @aleyda from @orainti

#internationalstrategy for #mnsummit by @aleyda from @orainti
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#internationalstrategy for #mnsummit by @aleyda from @orainti

#internationalstrategy for #mnsummit by @aleyda from @orainti
GOING INTERNATIONAL MIGHT BE KEY TO EXPAND
YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX

#internationalstrategy for #mnsummit by @aleyda from @orainti
WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?

#internationalstrategy for #mnsummit by @aleyda from @orainti
HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?

#internationalstrategy for #mnsummit by @aleyda from @orainti
HOW DO YOU DO IF YOU DON’T SPEAK THE LANGUAGE?

#internationalstrategy for #mnsummit by @aleyda from @orainti
HOW DO YOU IDENTIFY YOUR LOCAL COMPETITORS?

#internationalstrategy for #mnsummit by @aleyda from @orainti
WHICH WEB PLATFORMS ARE POPULAR TO TARGET?

#internationalstrategy for #mnsummit by @aleyda from @orainti
STEPS TO ESTABLISH A SUCCESSFUL
INTERNATIONAL DIGITAL STRATEGY
3

#internationalstrategy for #mnsummit by @aleyda from @orainti
1
START BY VALIDATING THE POTENTIAL TRAFFIC &
PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS

#internationalstrategy for #mnsummit by @aleyda from @orainti
THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB
PRESENCE PROFITABLE

#internationalstrategy for #mnsummit by @aleyda from @orainti
VALIDATE YOUR COMPANY’S INTERNATIONAL WEB
OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE
Geography,
cultural
& Language
Factors
Pricing &
Currency
Factors
Web
Goal
Business
Model
Company
Operations
Web Content &
Development

#internationalstrategy for #mnsummit by @aleyda from @orainti
IDENTIFY YOUR CURRENT SITE BEST
PERFORMING COUNTRIES AND LANGUAGES
which are the top countries &
languages from a traffic &
conversions perspective?

#internationalstrategy for #mnsummit by @aleyda from @orainti
ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC
BEHAVIOR PER CHANNEL
which are the top countries &
languages from a traffic &
conversions perspective?

#internationalstrategy for #mnsummit by @aleyda from @orainti
AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY
PER COUNTRY

#internationalstrategy for #mnsummit by @aleyda from @orainti
CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL
MARKETS FOR YOUR COMPETITORS

#internationalstrategy for #mnsummit by @aleyda from @orainti
AND THE OVERALL TOP COUNTRY MARKETS
FOR YOUR INDUSTRY

#internationalstrategy for #mnsummit by @aleyda from @orainti
YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL
COUNTRY & LANGUAGE MARKETS TO ASSESS
Referrers
Seasonality
& Trend
Traffic
volume per
Channel
Search
Engines
Devices
Competitors
Social
Networks
Keywords

#internationalstrategy for #mnsummit by @aleyda from @orainti
IDENTIFY THE POTENTIAL TRAFFIC PER CHANNEL FOR
EACH COUNTRY

#internationalstrategy for #mnsummit by @aleyda from @orainti
YOUR MOBILE TRAFFIC, SEASONALITY & TREND

#internationalstrategy for #mnsummit by @aleyda from @orainti
… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!

#internationalstrategy for #mnsummit by @aleyda from @orainti
VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH
PROFITABLE WEB OPERATIONS
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
=

#internationalstrategy for #mnsummit by @aleyda from @orainti
USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT
EVEN EASIER
http://www.internationalseomap.com/roi-calculator/

#internationalstrategy for #mnsummit by @aleyda from @orainti
IT’S TIME TO MAKE A DECISION REGARDING THE
INTERNATIONAL 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
Buy & secure
your ccTLDs
for future
activity
For most important countries
Create
custom
alerts
in GA
Create a
pilot project
prioritizing
main pages

#internationalstrategy for #mnsummit by @aleyda from @orainti
NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS
TO DO THIS FOR YOU… YOU NEED TO VALIDATE!

#internationalstrategy for #mnsummit by @aleyda from @orainti
USE TRANSLATION SUPPORT TOOLS ALONG
TRANSLATORS OR NATIVE SPECIALIZED SPEAKERS

#internationalstrategy for #mnsummit by @aleyda from @orainti
BE AWARE THAT THEY WILL BE REQUIRED FOR THE ON-
GOING ONLINE MARKETING PROCESS
KEYWORD
RESEARCH
CONTENT
DEVELOPMENT
SOCIAL &
COMMUNITY
MANAGEMENT
ADS &
CAMPAIGNS
SUPPORT
CUSTOMER
SUPPORT

#internationalstrategy for #mnsummit by @aleyda from @orainti
BY TAKING ALL THESE CRITERIA INTO CONSIDERATION
YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A
PROFITABLE INTERNATIONAL WEB PRESENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
2
ESTABLISH YOUR INTERNATIONAL TARGETING &
OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT

#internationalstrategy for #mnsummit by @aleyda from @orainti
THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB
PRESENCE TO YOUR INTERNATIONAL AUDIENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
SHOULD YOU TARGET COUNTRIES OR LANGUAGES
WITH YOUR WEB PRESENCE?
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
You can start with

#internationalstrategy for #mnsummit by @aleyda from @orainti
HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE
VS

#internationalstrategy for #mnsummit by @aleyda from @orainti
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE
ACCORDING TO YOUR TARGETING & COMPETITORS
ccTLDs
Sub-Directories
Sub-Domains

#internationalstrategy for #mnsummit by @aleyda from @orainti
WARNING! DON’T USE PARAMETERS TO ENABLE THEM

#internationalstrategy for #mnsummit by @aleyda from @orainti
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English

#internationalstrategy for #mnsummit by @aleyda from @orainti
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English

#internationalstrategy for #mnsummit by @aleyda from @orainti
FOR COUNTRY TARGETING
ccTLDs
www.yourbrand.es
www.yourbrand.es/categoria-a/
Sub-directories
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
Sub-domains
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/

#internationalstrategy for #mnsummit by @aleyda from @orainti
* Ideal alternative to geolocate if competition is not too high
* Require more technical resources
* Require more efforts to grow popularity
* Require less technical resources
* Require less efforts to grow popularity
* More chances to get all versions penalized if something goes bad
* More efforts to geolocate
* Require more technical resources
* Require more efforts to grow popularity
* Better than sub-directories to organize larger & more complex sites
* More efforts to geolocate
ccTLDs
Sub-directories
Sub-domains
FOR COUNTRY TARGETING

#internationalstrategy for #mnsummit by @aleyda from @orainti
VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC
https://support.google.com/webmasters/answer/1347922?hl=en

#internationalstrategy for #mnsummit by @aleyda from @orainti
IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO
COUNTRY TARGET, REGISTER & GEOLOCATE THEM

#internationalstrategy for #mnsummit by @aleyda from @orainti
FOR LANGUAGE TARGETING
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/

#internationalstrategy for #mnsummit by @aleyda from @orainti
FOR LANGUAGE TARGETING
* Require less technical resources
* Require less efforts to grow popularity
* Deeper url structure
* More chances to get all versions penalized if something goes bad
* Require more technical resources
* Require more efforts to grow popularity
* shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains

#internationalstrategy for #mnsummit by @aleyda from @orainti
FOR EXAMPLE

#internationalstrategy for #mnsummit by @aleyda from @orainti
BESIDES WEB STRUCTURES PROS & CONS,
VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET

#internationalstrategy for #mnsummit by @aleyda from @orainti
AND THE PAGES RANKING FOR THE MOST POPULAR TERMS
YOU’LL NEED TO COMPETE WITH THEM!
South African
ccTLDs in
Australian SERPs?
And these
Spanish ccTLDs
in Argentinian
SERPs?
“CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA

#internationalstrategy for #mnsummit by @aleyda from @orainti
ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST
TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images ALT description
LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE
WITH THE TARGETED KEYWORDS & PRODUCTS

#internationalstrategy for #mnsummit by @aleyda from @orainti
EVEN IF THEY’RE IN THE SAME LANGUAGE

#internationalstrategy for #mnsummit by @aleyda from @orainti
ALSO FROM A DESIGN & BRANDING PERSPECTIVE
VS

#internationalstrategy for #mnsummit by @aleyda from @orainti
AS WELL AS INDICATING YOUR INTERNATIONAL
TARGETING WITH THE META AND HTML LANG TAG
http://bit.ly/binglang

#internationalstrategy for #mnsummit by @aleyda from @orainti
AND WITH HREFLANG ANNOTATIONS!

#internationalstrategy for #mnsummit by @aleyda from @orainti
http://bit.ly/googlehreflang
BE CAREFUL WITH USING INCORRECT VALUES

#internationalstrategy for #mnsummit by @aleyda from @orainti
INCLUDING NON-RELEVANT OR MISTAKEN URLS

#internationalstrategy for #mnsummit by @aleyda from @orainti
OR NOT ADDING THE RETURN TAGS

#internationalstrategy for #mnsummit by @aleyda from @orainti
http://bit.ly/hreflangsitemap
YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS…
BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML

#internationalstrategy for #mnsummit by @aleyda from @orainti
USE THE HREFLANG GENERATOR TO AVOID HREFLANG
ERRORS
www.internationalseomap.com/hreflang-tags-generator/

#internationalstrategy for #mnsummit by @aleyda from @orainti
GOOGLE WEBMASTER TOOLS WILL WARN
ABOUT SOME OF THEM

#internationalstrategy for #mnsummit by @aleyda from @orainti
www.screamingfrog.co.uk/seo-spider/
BUT YOU SHOULD VALIDATE YOURSELF BY USING
AN SEO CRAWLER THOUGH

#internationalstrategy for #mnsummit by @aleyda from @orainti
onpage.org
ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL
& TRANSLATION REPORT

#internationalstrategy for #mnsummit by @aleyda from @orainti
DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE
OF IDNS & NON-LATIN CHARACTERS IN URLS

#internationalstrategy for #mnsummit by @aleyda from @orainti
DO THE SAME WITH ALL YOUR ONLINE PRESENCE!
NOT ONLY WITH YOUR SITE

#internationalstrategy for #mnsummit by @aleyda from @orainti
EVEN IF IT’S NOT THAT STRAIGHT-FORWARD OR FREE…

#internationalstrategy for #mnsummit by @aleyda from @orainti
THERE ARE ALWAYS WORK-AROUNDS

#internationalstrategy for #mnsummit by @aleyda from @orainti
BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR
USERS INTERNATIONAL TARGETING THOUGH…

#internationalstrategy for #mnsummit by @aleyda from @orainti
IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS

#internationalstrategy for #mnsummit by @aleyda from @orainti
REMEMBER THAT INTERSTITIALS ARE INTRUSIVE &
MIGHT CAUSE CRAWLING ISSUES TOO

#internationalstrategy for #mnsummit by @aleyda from @orainti
IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO
EFFECTIVELY TARGET TO YOUR INTERNATIONAL
AUDIENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
3
UNDERSTAND & INCREASE YOUR POPULARITY
AMONG YOUR INTERNATIONAL AUDIENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
THE GOAL IS TO CONNECT WITH YOUR INTERNATIONAL
AUDIENCE AND GROW YOUR AUTHORITY

#internationalstrategy for #mnsummit by @aleyda from @orainti
START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC &
PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS

#internationalstrategy for #mnsummit by @aleyda from @orainti
RELEVANT COMPETITORS & KEYWORDS USED AMONG
YOUR AUDIENCE

#internationalstrategy for #mnsummit by @aleyda from @orainti
POPULAR ORGANIC SEARCH TERMS TREND &
COMPETITION LEVEL OVER TIME

#internationalstrategy for #mnsummit by @aleyda from @orainti
WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF
YOUR COMPETITORS…

#internationalstrategy for #mnsummit by @aleyda from @orainti
THE MOST POPULAR AND HIGHLY SHARED TOPICS,
IDENTIFYING WHERE AND WHO SHARED THEM

#internationalstrategy for #mnsummit by @aleyda from @orainti
AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK

#internationalstrategy for #mnsummit by @aleyda from @orainti
WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT
YOU CAN OUTREACH PER COUNTRY & LANGUAGE

#internationalstrategy for #mnsummit by @aleyda from @orainti
POPULAR
TOPICS &
KEYWORDS
TRAFFIC
CHANNELS
CHARACTERISTICS
AUDIENCE SHARE
AND SEARCH
BEHAVIOR
LOCAL
INFLUENCERS
& TOP
REFERRERS
WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL &
LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS
POPULAR
CONTENT
CHARACTERISTICS
LOCAL
COMPETITORS
PROFILE

#internationalstrategy for #mnsummit by @aleyda from @orainti
BY BECOMING A REAL LOCAL PLAYER!

#internationalstrategy for #mnsummit by @aleyda from @orainti
WITH INCREASING AND ULTIMATELY, PROFITABLE RESULTS

#internationalstrategy for #mnsummit by @aleyda from @orainti
THANKS! DO YOU HAVE ANY QUESTIONS?
NOW IS YOUR TIME