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Conquering International Search Markets: #InternationalSEO at #SMConnect

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Main criteria, tools & process to expand your SEO towards international markets successfully.

Published in: Internet, Marketing
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Conquering International Search Markets: #InternationalSEO at #SMConnect

  1. #internationalseo at #smconnect by @aleyda Your guide to conquer the search world INTERNATIONAL SEO #internationalseo at #smconnect by @aleyda
  2. #internationalseo at #smconnect by @aleyda#internationalstrategy for #mnsummit by @aleyda from @orainti Ciao #SMConnect #internationalseo at #smconnect by @aleyda
  3. #internationalseo at #smconnect by @aleyda SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #internationalseo at #smconnect by @aleyda
  4. #internationalseo at #smconnect by @aleyda#internationalseo at #smconnect by @aleyda I DO INTERNATIONAL SEO ME TOO
  5. #internationalseo at #smconnect by @aleyda GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR SEARCH GROWTH BUT CAN BE COMPLEX #internationalseo at #smconnect by @aleyda
  6. #internationalseo at #smconnect by @aleyda WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET 
 & WITH WHICH CONFIGURATION?
  7. #internationalseo at #smconnect by @aleyda HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?
  8. #internationalseo at #smconnect by @aleyda HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS & ESTABLISHED MULTINATIONALS FROM SCRATCH? This is your site
  9. #internationalseo at #smconnect by @aleyda HOW DO YOU CONFIGURE THEM ALL TO AVOID MISALIGNMENT ISSUES?
  10. #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
  11. #internationalseo at #smconnect by @aleyda THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE & SEO EFFORTS SUCCESSFUL ROI > COSTS
  12. #internationalseo at #smconnect by @aleyda 1 START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
  13. #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?
  14. #internationalseo at #smconnect by @aleyda HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC COMES FROM ORGANIC SEARCH RESULTS ALREADY?
  15. #internationalseo at #smconnect by @aleyda AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY 
 PER COUNTRY
  16. #internationalseo at #smconnect by @aleyda CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS USE SIMILARWEB
  17. #internationalseo at #smconnect by @aleyda AND THE OVERALL TOP COUNTRY MARKETS 
 FOR YOUR INDUSTRY
  18. #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
  19. #internationalseo at #smconnect by @aleyda IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH COUNTRY
  20. #internationalseo at #smconnect by @aleyda YOUR MOBILE TRAFFIC, SEASONALITY & TREND
  21. #internationalseo at #smconnect by @aleyda … THE MORE SOURCES YOU USE TO VALIDATE, THE BEST! USE SEMRUSH, SISTRIX, SEARCHMETRICS
  22. #internationalseo at #smconnect by @aleyda DO A KEYWORD & COMPETITION RESEARCH FOR THEM Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends
  23. #internationalseo at #smconnect by @aleyda IDENTIFY DIRECTLY IF THERE ARE BIG MISSED OPPORTUNITIES USE SISTRIX
  24. #internationalseo at #smconnect by @aleyda USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS & NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS
  25. #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 =
  26. #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/
  27. #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
  28. #internationalseo at #smconnect by @aleyda NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
  29. #internationalseo at #smconnect by @aleyda IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING “TOO MANY VERSIONS YOU CAN’T SUPPORT”
  30. #internationalseo at #smconnect by @aleyda 2 ESTABLISH YOUR INTERNATIONAL TARGETING & 
 OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT
  31. #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
  32. #internationalseo at #smconnect by @aleyda HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE VS
  33. #internationalseo at #smconnect by @aleyda CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS ccTLDs Sub-Directories Sub-Domains
  34. #internationalseo at #smconnect by @aleyda WARNING! DON’T USE PARAMETERS TO ENABLE THEM
  35. #internationalseo at #smconnect by @aleyda BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  36. #internationalseo at #smconnect by @aleyda BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  37. #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/
  38. #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
  39. #internationalseo at #smconnect by @aleyda VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC https://support.google.com/webmasters/answer/1347922?hl=en
  40. #internationalseo at #smconnect by @aleyda IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM
  41. #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/
  42. #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
  43. #internationalseo at #smconnect by @aleyda FOR EXAMPLE
  44. #internationalseo at #smconnect by @aleyda BESIDES WEB STRUCTURES PROS & CONS: 
 WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET?
  45. #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
  46. #internationalseo at #smconnect by @aleyda AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS
  47. #internationalseo at #smconnect by @aleyda USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS
  48. #internationalseo at #smconnect by @aleyda IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS ALREADY: HOW EXTENSIONS USAGE AFFECT CTR?
  49. #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
  50. #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
  51. #internationalseo at #smconnect by @aleyda 3 CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE TARGETING
  52. #internationalseo at #smconnect by @aleyda ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST 
 TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE
  53. #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
  54. #internationalseo at #smconnect by @aleyda EVEN IF THEY’RE IN THE SAME LANGUAGE
  55. #internationalseo at #smconnect by @aleyda ALSO FROM A DESIGN & BRANDING PERSPECTIVE VS
  56. #internationalseo at #smconnect by @aleyda AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG http://bit.ly/binglang
  57. #internationalseo at #smconnect by @aleyda WITH HREFLANG ANNOTATIONS, SPECIFYING EACH PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES http://bit.ly/googlehreflang
  58. #internationalseo at #smconnect by @aleyda THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA OF THE HTML
  59. #internationalseo at #smconnect by @aleyda … IF YOU WANT TO AVOID THIS, THEN ONLY ADD THOSE THAT ARE REALLY NECESSARY
  60. #internationalseo at #smconnect by @aleyda BE CAREFUL WITH USING INCORRECT VALUES
  61. #internationalseo at #smconnect by @aleyda INCLUDING NON-RELEVANT OR MISTAKEN URLS
  62. #internationalseo at #smconnect by @aleyda OR NOT ADDING THE RETURN TAGS
  63. #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/
  64. #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
  65. #internationalseo at #smconnect by @aleyda GOOGLE WEBMASTER TOOLS WILL WARN 
 ABOUT SOME OF THEM
  66. #internationalseo at #smconnect by @aleyda www.screamingfrog.co.uk/seo-spider/ BUT YOU SHOULD VALIDATE YOURSELF BY USING 
 AN SEO CRAWLER THOUGH
  67. #internationalseo at #smconnect by @aleyda onpage.org ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL 
 & TRANSLATION REPORT
  68. #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
  69. #internationalseo at #smconnect by @aleyda BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR 
 USERS INTERNATIONAL TARGETING THOUGH…
  70. #internationalseo at #smconnect by @aleyda IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS; OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS
  71. #internationalseo at #smconnect by @aleyda REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & 
 MIGHT CAUSE CRAWLING ISSUES TOO
  72. #internationalseo at #smconnect by @aleyda IF YOU IMPLEMENT THESE CONFIGURATION, 
 YOU’LL AVOID MISTARGETING YOUR USERS
  73. #internationalseo at #smconnect by @aleyda 4 UNDERSTAND & INCREASE YOUR POPULARITY 
 AMONG YOUR INTERNATIONAL AUDIENCE
  74. #internationalseo at #smconnect by @aleyda START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL TRAFFIC SOURCES & REFERRERS
  75. #internationalseo at #smconnect by @aleyda WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…
  76. #internationalseo at #smconnect by @aleyda THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM
  77. #internationalseo at #smconnect by @aleyda AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK
  78. #internationalseo at #smconnect by @aleyda WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE
  79. #internationalseo at #smconnect by @aleyda USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS & (LOW-COST) PR FIRMS TO CONNECT
  80. #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
  81. #internationalseo at #smconnect by @aleyda MAKING THE MOST OUT OF LOCAL ACTIVITIES 
 & CULTURAL NUANCES
  82. #internationalseo at #smconnect by @aleyda AND CONNECT WITH THE LOCAL AUDIENCE
  83. #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
  84. #internationalseo at #smconnect by @aleyda REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … 
 IS BECOMING A REAL LOCAL AUTHORITY
  85. #internationalseo at #smconnect by @aleyda THANKS! DO YOU HAVE ANY QUESTIONS? NOW IS YOUR TIME

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