#internationalseo at #smconnect by @aleyda
Your guide to conquer the search world INTERNATIONAL SEO #internationalseo at #smconnect by @aleyda

#internationalseo at #smconnect by @aleyda#internationalstrategy
for #mnsummit by @aleyda from @orainti Ciao #SMConnect #internationalseo at #smconnect by @aleyda

#internationalseo at #smconnect by @aleyda
SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #internationalseo at #smconnect by @aleyda

#internationalseo at #smconnect by @aleyda#internationalseo
at #smconnect by @aleyda I DO INTERNATIONAL SEO ME TOO

#internationalseo at #smconnect by @aleyda
GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR SEARCH GROWTH BUT CAN BE COMPLEX #internationalseo at #smconnect by @aleyda

#internationalseo at #smconnect by @aleyda
WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET & WITH WHICH CONFIGURATION?

#internationalseo at #smconnect by @aleyda
HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?

#internationalseo at #smconnect by @aleyda
HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS & ESTABLISHED MULTINATIONALS FROM SCRATCH? This is your site

#internationalseo at #smconnect by @aleyda
HOW DO YOU CONFIGURE THEM ALL TO AVOID MISALIGNMENT ISSUES?

#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
THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE & SEO EFFORTS SUCCESSFUL ROI > COSTS

#internationalseo at #smconnect by @aleyda
1 START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS

#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
HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC COMES FROM ORGANIC SEARCH RESULTS ALREADY?

#internationalseo at #smconnect by @aleyda
AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY PER COUNTRY

#internationalseo at #smconnect by @aleyda
CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS USE SIMILARWEB

#internationalseo at #smconnect by @aleyda
AND THE OVERALL TOP COUNTRY MARKETS FOR YOUR INDUSTRY

#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
IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH COUNTRY

#internationalseo at #smconnect by @aleyda
YOUR MOBILE TRAFFIC, SEASONALITY & TREND

#internationalseo at #smconnect by @aleyda
… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST! USE SEMRUSH, SISTRIX, SEARCHMETRICS

#internationalseo at #smconnect by @aleyda
DO A KEYWORD & COMPETITION RESEARCH FOR THEM Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends

#internationalseo at #smconnect by @aleyda
IDENTIFY DIRECTLY IF THERE ARE BIG MISSED OPPORTUNITIES USE SISTRIX

#internationalseo at #smconnect by @aleyda
USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS & NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS

#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
NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!

#internationalseo at #smconnect by @aleyda
IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING “TOO MANY VERSIONS YOU CAN’T SUPPORT”

#internationalseo at #smconnect by @aleyda
2 ESTABLISH YOUR INTERNATIONAL TARGETING & OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT

#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
HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE VS

#internationalseo at #smconnect by @aleyda
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS ccTLDs Sub-Directories Sub-Domains

#internationalseo at #smconnect by @aleyda
WARNING! DON’T USE PARAMETERS TO ENABLE THEM

#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English

#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English

#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
VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC https://support.google.com/webmasters/answer/1347922?hl=en

#internationalseo at #smconnect by @aleyda
IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM

#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
FOR EXAMPLE

#internationalseo at #smconnect by @aleyda
BESIDES WEB STRUCTURES PROS & CONS: WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET?

#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
AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS

#internationalseo at #smconnect by @aleyda
USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS

#internationalseo at #smconnect by @aleyda
IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS ALREADY: HOW EXTENSIONS USAGE AFFECT CTR?

#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
3 CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE TARGETING

#internationalseo at #smconnect by @aleyda
ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE

#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
EVEN IF THEY’RE IN THE SAME LANGUAGE

#internationalseo at #smconnect by @aleyda
ALSO FROM A DESIGN & BRANDING PERSPECTIVE VS

#internationalseo at #smconnect by @aleyda
AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG http://bit.ly/binglang

#internationalseo at #smconnect by @aleyda
WITH HREFLANG ANNOTATIONS, SPECIFYING EACH PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES http://bit.ly/googlehreflang

#internationalseo at #smconnect by @aleyda
THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA OF THE HTML

#internationalseo at #smconnect by @aleyda
… IF YOU WANT TO AVOID THIS, THEN ONLY ADD THOSE THAT ARE REALLY NECESSARY

#internationalseo at #smconnect by @aleyda
BE CAREFUL WITH USING INCORRECT VALUES

#internationalseo at #smconnect by @aleyda
INCLUDING NON-RELEVANT OR MISTAKEN URLS

#internationalseo at #smconnect by @aleyda
OR NOT ADDING THE RETURN TAGS

#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
GOOGLE WEBMASTER TOOLS WILL WARN ABOUT SOME OF THEM

#internationalseo at #smconnect by @aleyda
www.screamingfrog.co.uk/seo-spider/ BUT YOU SHOULD VALIDATE YOURSELF BY USING AN SEO CRAWLER THOUGH

#internationalseo at #smconnect by @aleyda
onpage.org ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL & TRANSLATION REPORT

#internationalseo at #smconnect by @aleyda
DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE OF IDNS & NON-LATIN CHARACTERS IN URLS Use latinized URLs for Russian & Chinese

#internationalseo at #smconnect by @aleyda
BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR USERS INTERNATIONAL TARGETING THOUGH…

#internationalseo at #smconnect by @aleyda
IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS; OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS

#internationalseo at #smconnect by @aleyda
REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & MIGHT CAUSE CRAWLING ISSUES TOO

#internationalseo at #smconnect by @aleyda
IF YOU IMPLEMENT THESE CONFIGURATION, YOU’LL AVOID MISTARGETING YOUR USERS

#internationalseo at #smconnect by @aleyda
4 UNDERSTAND & INCREASE YOUR POPULARITY AMONG YOUR INTERNATIONAL AUDIENCE

#internationalseo at #smconnect by @aleyda
START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL TRAFFIC SOURCES & REFERRERS

#internationalseo at #smconnect by @aleyda
WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…

#internationalseo at #smconnect by @aleyda
THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM

#internationalseo at #smconnect by @aleyda
AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK

#internationalseo at #smconnect by @aleyda
WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE

#internationalseo at #smconnect by @aleyda
USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS & (LOW-COST) PR FIRMS TO CONNECT

#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
MAKING THE MOST OUT OF LOCAL ACTIVITIES & CULTURAL NUANCES

#internationalseo at #smconnect by @aleyda
AND CONNECT WITH THE LOCAL AUDIENCE

#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

#internationalseo at #smconnect by @aleyda
REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … IS BECOMING A REAL LOCAL AUTHORITY

#internationalseo at #smconnect by @aleyda
THANKS! DO YOU HAVE ANY QUESTIONS? NOW IS YOUR TIME