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Conquering International Search Markets: #InternationalSEO at #SMConnect
#internationalseo at #smconnect by @aleyda
A PROCESS IS NEEDED TO AVOID THEM MARKET POTENTIAL VALIDATION TARGETING SELECTION CONFIGURATI ON & DEVELOPMENT PROMOTION & CONNECTION 1 2 3 4
#internationalseo at #smconnect by @aleyda
IDENTIFY YOUR CURRENT SITE BEST PERFORMING COUNTRIES AND LANGUAGES which are the top countries & languages from a traffic & conversions perspective?
#internationalseo at #smconnect by @aleyda
CHOOSE THOSE TOP INTERNATIONAL COUNTRY & LANGUAGE MARKETS TO ASSESS Other Traffic Drivers Seasonality & Trend Search Engines Devices Competitors Authority KeywordsOrganic Search Traffic Volume & Share COUNTRY CURRENT ORGANIC SEARCH TRAFFIC COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET
#internationalseo at #smconnect by @aleyda
VERIFY IF THERE’S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE 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 =
#internationalseo at #smconnect by @aleyda
USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT EVEN EASIER http://www.aleydasolis.com/en/ international-seo-tools/roi-calculator/
#internationalseo at #smconnect by @aleyda
IT’S TIME TO MAKE A DECISION REGARDING THE 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 Buy & secure your ccTLDs for future activity For most important countries Create custom alerts in GA Create a pilot project prioritizing main pages
#internationalseo at #smconnect by @aleyda
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
#internationalseo at #smconnect by @aleyda
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/
#internationalseo at #smconnect by @aleyda
* 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
#internationalseo at #smconnect by @aleyda
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/
#internationalseo at #smconnect by @aleyda
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
#internationalseo at #smconnect by @aleyda
THE EXTENSIONS OF PAGES RANKING FOR THE MOST POPULAR TERMS IN YOUR INTERNATIONAL INDUSTRIES In certain countries like China, a ccTLD & local IP will be much more important
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE High Authority Domains with a Mix of ccTLDs & gTLDs? Start with a sub-directory in your current gTLD that you can later migrate to ccTLD
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE Using a gTLD for your Italian version & want to enable an English one? If you want to prioritize your English market in the future, migrate it to the root & take Italian to sub- directory or ccTLD
#internationalseo at #smconnect by @aleyda
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
#internationalseo at #smconnect by @aleyda
USE THE HREFLANG GENERATOR BASED ON GOOGLE SPECIFICATION TO AVOID HREFLANG ERRORS http://www.aleydasolis.com/en/international- seo-tools/hreflang-tags-generator/
#internationalseo at #smconnect by @aleyda
http://bit.ly/hreflangsitemap YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML MAKE SURE TO CONSOLIDAT E XML SITEMAPS TO BETTER MONITOR THEM
#internationalseo at #smconnect by @aleyda
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
#internationalseo at #smconnect by @aleyda
NOT ALL RESULTS WILL BE THE SAME, BUT YOU DON’T NEED THEM TO BE THE SAME! A total of 46 links have been built as follows: • 41 Links from .com to .co.uk link reclamation • 2 Links from UK Relevant Directories • 2 Links from 404 link Update • 1 Link from Sponsorship in the uk in Germany A total of 20 links have been built: • 9 Links from .com to .de link reclamation • 7 Links from German Relevant Directories • 3 Links from 404 link Update • 1 Link from Educational Resources in france A total of 8 links have been built from the following strategies: • 1 Link from .com to .fr link reclamation • 3 Links from French Relevant Directories • 4 Links from Educational Resources