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#internationalseocontent at #frasewebinar by @aleyda
Cost Effective
Multilingual
Content
Optimization in
an International
SEO Process
#internationalseocontent at #frasewebinar by @aleyda
#internationalseocontent at #frasewebinar by @aleyda
Although many might
think about hreflang
whenever someone
mentions International
SEO due to its technical
complexity…
#internationalseocontent at #frasewebinar by @aleyda
The reality is that
in many scenarios
international
Websites don’t
even need or only
need to add
hreflang in some
few pages…
#internationalseocontent at #frasewebinar by @aleyda
Because Hreflang address a specific problem that you
shouldn’t suffer from if you geolocate & localize well
#internationalseocontent at #frasewebinar by @aleyda
Nonetheless, what’s
critical for any
multilingual international
Website doing SEO is for
the Website to feature
well optimized localized
content for every
targeted market
To be able to
rank for actual
relevant popular
queries that are
searched by your
users per market
To provide the
best Web
experience to your
visitors, establishing
trust in their own
language
To maximize
the sales of your
products/services by
communicating in the
language of your
audience
#internationalseocontent at #frasewebinar by @aleyda
You’re leaving huge
money on the table if
you just have an
“English” version for
non-native English
speaking markets, as
you won’t be able to
rank for the actual
popular queries
searched by users..
#internationalseocontent at #frasewebinar by @aleyda
https://www.shopify.com/enterprise/international-ecommerce-issues
… and because the
audience of these non-
English speaking
countries will rarely buy
if the offering of the site
is not in their own
language
#internationalseocontent at #frasewebinar by @aleyda
This is also true for different countries w/ same
language, as the terms and preferences can change!
#internationalseocontent at #frasewebinar by @aleyda
If you don’t do it well you can also risk to end up
generating content duplication/cannibalization issues
#internationalseocontent at #frasewebinar by @aleyda
Let’s focus on your
content optimization
process… in an
international SEO
process context!
#internationalseocontent at #frasewebinar by @aleyda
Your content optimization process that looks
something like this for a single market…
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Optimization
Content
Measurement
Content
Distribution
& Promotion
Content
Calendar
Business products/
services/areas
Characteristics/
Features/
Constraints
Business /
Marketing / SEO
Process Goals
Requirements & Goals
SEO, CONTENT MARKETER & COPYWRITER
#internationalseocontent at #frasewebinar by @aleyda
…will look like this for 2 markets, and become more
complex+resource intensive with each market
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 1: USA IN ENGLISH
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 2: SPANISH FOR SPAIN
Business products/services/areas Characteristics/
Features/ Constraints
Business / Marketing / SEO Process Goals
ALIGN
…
Requirements & Goals
NATIVE USA ENGLISH SPEAKING SEO, CONTENT MARKETER & COPYWRITER NATIVE SPANISH FROM SPAIN SEO, CONTENT MARKETER & COPYWRITER
#internationalseocontent at #frasewebinar by @aleyda
Experienced
International SEOs
know about this
and answer
accordingly when I
ask about the most
challenging activity
of an International
SEO Process
#internationalseocontent at #frasewebinar by @aleyda
As identifying & optimizing for each audience search
preferences at scale in a cost effective way is not easy
#internationalseocontent at #frasewebinar by @aleyda
Let’s go through a few tips to maximize the chances


of international content optimization success
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale
#internationalseocontent at #frasewebinar by @aleyda
1. Prioritizing markets with search
potential that compensate content
optimization efforts
#internationalseocontent at #frasewebinar by @aleyda
#internationalseocontent at #frasewebinar by @aleyda
International markets can be really profitable but you
need to prioritize to make the process cost effective…
#internationalseocontent at #frasewebinar by @aleyda
… and avoid this common
issue! You shouldn’t start
with dozens or hundreds
of markets without
validating if there’s
enough search demand
for a positive ROI that
will compensate the
effort for its localization
“It’s not viable for me to
localize content for the dozens
of markets I target because of
lack of resources and I end up
with content duplication/
cannibalization issues and not
rankings well”


Too Many International Sites
#internationalseocontent at #frasewebinar by @aleyda
Verify which are the countries with more search
traffic potential in your industry per language
SEMRUSH
#internationalseocontent at #frasewebinar by @aleyda
Leverage the “in bulk” topic search volumefunctionality
of keywords tool to easily assess each market TAM
+ + …
SEMRUSH
#internationalseocontent at #frasewebinar by @aleyda
Consider the
level of existing
organic search
competition in
these markets
SEMRUSH
#internationalseocontent at #frasewebinar by @aleyda
COUNTRY AND
LANGUAGE
CURRENT ORGANIC
SEARCH TRAFFIC
SEARCH
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE
USED
CAPACITY TO
PERFORM
BUSINESS
OTHER
TRAFFIC
DRIVERS
Canada in
English
300 per month High
200,000 searches per
month
Positive Google High Affiliate
USA in English 500 per month Medium
300,000 searches per
month
Negative Google Medium
Social


Affiliate
USA in Spanish 200 per month Medium
200,000 searches per
month
Positive Google Low
Social


Affiliate
Align this with your own multilingual and international
operations capacity and other traffic drivers
#internationalseocontent at #frasewebinar by @aleyda
Yes No
Yes No
IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS?
COUNTRY TARGETING LANGUAGE TARGETING
IS THERE ENOUGH TRAFFIC &
CONVERSIONS TO TARGET EACH COUNTRY?
Identify if you should whether language


or country target first
#internationalseocontent at #frasewebinar by @aleyda
Remember that this should be about your own business
model, organization resources and priorities too
COUNTRY TARGET LANGUAGE TARGET
#internationalseocontent at #frasewebinar by @aleyda
Verify if there’s enough organic search traffic


to compensate your Web activity
https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
#internationalseocontent at #frasewebinar by @aleyda
>
Yes No
Might be too early
BUY & SECURE
YOUR CCTLDS
FOR FUTURE
ACTIVITY
CREATE
CUSTOM
ALERTS
CREATE A PILOT
PROJECT
PRIORITIZING
MAIN PAGES
YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN
CONTINUE WITH THE
INTERNATIONAL WEB &
SEO PROJECT
Now you can decide which international
search markets to target first or prioritize
#internationalseocontent at #frasewebinar by @aleyda
2. Following an iterative/incremental
approach for localization process
#internationalseocontent at #frasewebinar by @aleyda
#internationalseocontent at #frasewebinar by @aleyda
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
The goal is to
localize the
different areas of
content of each
of your site
versions,
targeting each
market: from
URL to
Navigation,
Buttons, slogans,
metadata, main
descriptions, etc.
URL
Title and Meta Description
Headings
Navigation
Navigation
Slogan
#internationalseocontent at #frasewebinar by @aleyda
There are different “maturity” levels of international
content optimization, which you can use progressively
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
#internationalseocontent at #frasewebinar by @aleyda
Market Search Behavior Analysis by a native SEO/Marketer or along native input/support
Prioritizing your content localization/optimization
phase to maximize your resources impact
Phase 1
All site pages
before launch
Phase 2
Main Pages
(home,
categories,
brands,
products)
Automated translation via
plugin/app
Native human validation of the automated
translation using market search behavior
Rest of the Site
Pages
Relevant pages
per country/
language
Phase 3
On demand efforts for
localization/
transcreation
#internationalseocontent at #frasewebinar by @aleyda
Use the new generation of high quality automated
translators like DeepL
https://www.deepl.com/quality.html
#internationalseocontent at #frasewebinar by @aleyda
These also offer integration with CAT translation tools
to accelerate the professional translation process
https://www.deepl.com/pro-tool_integration.html
#internationalseocontent at #frasewebinar by @aleyda
Plus offering integration via apps/plugins for the
different platforms
https://apps.shopify.com/collections/apps-for-store-languages
#internationalseocontent at #frasewebinar by @aleyda
For example, in Shopify, Translation Lab offers direct
automated translation…
https://apps.shopify.com/collections/apps-for-store-languages
#internationalseocontent at #frasewebinar by @aleyda
Something similar happens with translation plugins in
WP/Woocommerce that also allow manual translation
Polylang & WPML
#internationalseocontent at #frasewebinar by @aleyda
Integrating with both automated and


on-demand translation solutions
#internationalseocontent at #frasewebinar by @aleyda
The most
powerful
solutions like
DeepL also offer
APIs that
facilitate the
integration with
translation
plugins in
popular CMS
https://wordpress.org/plugins/wpdeepl/
#internationalseocontent at #frasewebinar by @aleyda
It’s about effectively optimizing your different
international versions & areas… one step at a time!
#internationalseocontent at #frasewebinar by @aleyda
3. Leveraging frameworks, templates
and tools for Multilingual Keyword
Research & Content Optimization at
Scale
#internationalseocontent at #frasewebinar by @aleyda
#internationalseocontent at #frasewebinar by @aleyda
It’s not viable to manually optimize each of your pages
in each market: Leverage tools & templates!
#internationalseocontent at #frasewebinar by @aleyda
Thanks to tools
like Frase you
can now easily
identify the
different queries
variations for
each market
through the
search journey
#internationalseocontent at #frasewebinar by @aleyda
… and obtain the main terms/keywords to use in your
content, taking as a reference each market competitors
#internationalseocontent at #frasewebinar by @aleyda
<Characteristic> <Main Keyword> in <Location>:
+<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en <Ubicación>:
+<No. de Products> por <Marca>
Titles in English Titles in Spanish
Use it along the data obtained with keyword tools to
establish patterns to follow in each language/market
#internationalseocontent at #frasewebinar by @aleyda
Establishing also patterns for main content for each
version to validate w/ Frase content performance
#internationalseocontent at #frasewebinar by @aleyda
Optimizing your International Content can be cost
effective and fast, if you follow these guidelines!
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale
#internationalseocontent at #frasewebinar by @aleyda
I’m Aleyda Solis


* SEO Consultant & Founder at Orainti


* SEO Speaker at +100 Events in +20 countries


* Author “SEO. Las Claves Esenciales.”


* Crawling Mondays Video & Podcast Series Host


* #SEOFOMO Newsletter Wrangler


* Maker LearningSEO.io


* European Search Personality of the Year in 2018


* remoters.net Co-Founder
Thank you! Questions?

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Cost Effective Multilingual Content Optimization Process

  • 1. #internationalseocontent at #frasewebinar by @aleyda Cost Effective Multilingual Content Optimization in an International SEO Process #internationalseocontent at #frasewebinar by @aleyda
  • 2. #internationalseocontent at #frasewebinar by @aleyda Although many might think about hreflang whenever someone mentions International SEO due to its technical complexity…
  • 3. #internationalseocontent at #frasewebinar by @aleyda The reality is that in many scenarios international Websites don’t even need or only need to add hreflang in some few pages…
  • 4. #internationalseocontent at #frasewebinar by @aleyda Because Hreflang address a specific problem that you shouldn’t suffer from if you geolocate & localize well
  • 5. #internationalseocontent at #frasewebinar by @aleyda Nonetheless, what’s critical for any multilingual international Website doing SEO is for the Website to feature well optimized localized content for every targeted market To be able to rank for actual relevant popular queries that are searched by your users per market To provide the best Web experience to your visitors, establishing trust in their own language To maximize the sales of your products/services by communicating in the language of your audience
  • 6. #internationalseocontent at #frasewebinar by @aleyda You’re leaving huge money on the table if you just have an “English” version for non-native English speaking markets, as you won’t be able to rank for the actual popular queries searched by users..
  • 7. #internationalseocontent at #frasewebinar by @aleyda https://www.shopify.com/enterprise/international-ecommerce-issues … and because the audience of these non- English speaking countries will rarely buy if the offering of the site is not in their own language
  • 8. #internationalseocontent at #frasewebinar by @aleyda This is also true for different countries w/ same language, as the terms and preferences can change!
  • 9. #internationalseocontent at #frasewebinar by @aleyda If you don’t do it well you can also risk to end up generating content duplication/cannibalization issues
  • 10. #internationalseocontent at #frasewebinar by @aleyda Let’s focus on your content optimization process… in an international SEO process context!
  • 11. #internationalseocontent at #frasewebinar by @aleyda Your content optimization process that looks something like this for a single market… Keyword Research Competition Research Web Content Audit Analysis Strategy & Planning Keyword/ Content Mapping Implementation & Tracking Content Optimization Content Measurement Content Distribution & Promotion Content Calendar Business products/ services/areas Characteristics/ Features/ Constraints Business / Marketing / SEO Process Goals Requirements & Goals SEO, CONTENT MARKETER & COPYWRITER
  • 12. #internationalseocontent at #frasewebinar by @aleyda …will look like this for 2 markets, and become more complex+resource intensive with each market Keyword Research Competition Research Web Content Audit Analysis Strategy & Planning Keyword/ Content Mapping Implementation & Tracking Content Development & Optimization Content Measurement Content Distribution & Promotion Content Calendar MARKET 1: USA IN ENGLISH Keyword Research Competition Research Web Content Audit Analysis Strategy & Planning Keyword/ Content Mapping Implementation & Tracking Content Development & Optimization Content Measurement Content Distribution & Promotion Content Calendar MARKET 2: SPANISH FOR SPAIN Business products/services/areas Characteristics/ Features/ Constraints Business / Marketing / SEO Process Goals ALIGN … Requirements & Goals NATIVE USA ENGLISH SPEAKING SEO, CONTENT MARKETER & COPYWRITER NATIVE SPANISH FROM SPAIN SEO, CONTENT MARKETER & COPYWRITER
  • 13. #internationalseocontent at #frasewebinar by @aleyda Experienced International SEOs know about this and answer accordingly when I ask about the most challenging activity of an International SEO Process
  • 14. #internationalseocontent at #frasewebinar by @aleyda As identifying & optimizing for each audience search preferences at scale in a cost effective way is not easy
  • 15. #internationalseocontent at #frasewebinar by @aleyda Let’s go through a few tips to maximize the chances 
 of international content optimization success Prioritizing markets with search potential that compensate content optimization efforts Following an iterative/ incremental approach for localization process Leveraging frameworks, templates and tools for Multilingual Keyword Research & Content Optimization at Scale
  • 16. #internationalseocontent at #frasewebinar by @aleyda 1. Prioritizing markets with search potential that compensate content optimization efforts #internationalseocontent at #frasewebinar by @aleyda
  • 17. #internationalseocontent at #frasewebinar by @aleyda International markets can be really profitable but you need to prioritize to make the process cost effective…
  • 18. #internationalseocontent at #frasewebinar by @aleyda … and avoid this common issue! You shouldn’t start with dozens or hundreds of markets without validating if there’s enough search demand for a positive ROI that will compensate the effort for its localization “It’s not viable for me to localize content for the dozens of markets I target because of lack of resources and I end up with content duplication/ cannibalization issues and not rankings well” Too Many International Sites
  • 19. #internationalseocontent at #frasewebinar by @aleyda Verify which are the countries with more search traffic potential in your industry per language SEMRUSH
  • 20. #internationalseocontent at #frasewebinar by @aleyda Leverage the “in bulk” topic search volumefunctionality of keywords tool to easily assess each market TAM + + … SEMRUSH
  • 21. #internationalseocontent at #frasewebinar by @aleyda Consider the level of existing organic search competition in these markets SEMRUSH
  • 22. #internationalseocontent at #frasewebinar by @aleyda COUNTRY AND LANGUAGE CURRENT ORGANIC SEARCH TRAFFIC SEARCH COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET SEARCH ENGINE USED CAPACITY TO PERFORM BUSINESS OTHER TRAFFIC DRIVERS Canada in English 300 per month High 200,000 searches per month Positive Google High Affiliate USA in English 500 per month Medium 300,000 searches per month Negative Google Medium Social Affiliate USA in Spanish 200 per month Medium 200,000 searches per month Positive Google Low Social Affiliate Align this with your own multilingual and international operations capacity and other traffic drivers
  • 23. #internationalseocontent at #frasewebinar by @aleyda Yes No Yes No IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS? COUNTRY TARGETING LANGUAGE TARGETING IS THERE ENOUGH TRAFFIC & CONVERSIONS TO TARGET EACH COUNTRY? Identify if you should whether language 
 or country target first
  • 24. #internationalseocontent at #frasewebinar by @aleyda Remember that this should be about your own business model, organization resources and priorities too COUNTRY TARGET LANGUAGE TARGET
  • 25. #internationalseocontent at #frasewebinar by @aleyda Verify if there’s enough organic search traffic 
 to compensate your Web activity https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
  • 26. #internationalseocontent at #frasewebinar by @aleyda > Yes No Might be too early BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS CREATE A PILOT PROJECT PRIORITIZING MAIN PAGES YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT Now you can decide which international search markets to target first or prioritize
  • 27. #internationalseocontent at #frasewebinar by @aleyda 2. Following an iterative/incremental approach for localization process #internationalseocontent at #frasewebinar by @aleyda
  • 28. #internationalseocontent at #frasewebinar by @aleyda https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/ The goal is to localize the different areas of content of each of your site versions, targeting each market: from URL to Navigation, Buttons, slogans, metadata, main descriptions, etc. URL Title and Meta Description Headings Navigation Navigation Slogan
  • 29. #internationalseocontent at #frasewebinar by @aleyda There are different “maturity” levels of international content optimization, which you can use progressively https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
  • 30. #internationalseocontent at #frasewebinar by @aleyda Market Search Behavior Analysis by a native SEO/Marketer or along native input/support Prioritizing your content localization/optimization phase to maximize your resources impact Phase 1 All site pages before launch Phase 2 Main Pages (home, categories, brands, products) Automated translation via plugin/app Native human validation of the automated translation using market search behavior Rest of the Site Pages Relevant pages per country/ language Phase 3 On demand efforts for localization/ transcreation
  • 31. #internationalseocontent at #frasewebinar by @aleyda Use the new generation of high quality automated translators like DeepL https://www.deepl.com/quality.html
  • 32. #internationalseocontent at #frasewebinar by @aleyda These also offer integration with CAT translation tools to accelerate the professional translation process https://www.deepl.com/pro-tool_integration.html
  • 33. #internationalseocontent at #frasewebinar by @aleyda Plus offering integration via apps/plugins for the different platforms https://apps.shopify.com/collections/apps-for-store-languages
  • 34. #internationalseocontent at #frasewebinar by @aleyda For example, in Shopify, Translation Lab offers direct automated translation… https://apps.shopify.com/collections/apps-for-store-languages
  • 35. #internationalseocontent at #frasewebinar by @aleyda Something similar happens with translation plugins in WP/Woocommerce that also allow manual translation Polylang & WPML
  • 36. #internationalseocontent at #frasewebinar by @aleyda Integrating with both automated and 
 on-demand translation solutions
  • 37. #internationalseocontent at #frasewebinar by @aleyda The most powerful solutions like DeepL also offer APIs that facilitate the integration with translation plugins in popular CMS https://wordpress.org/plugins/wpdeepl/
  • 38. #internationalseocontent at #frasewebinar by @aleyda It’s about effectively optimizing your different international versions & areas… one step at a time!
  • 39. #internationalseocontent at #frasewebinar by @aleyda 3. Leveraging frameworks, templates and tools for Multilingual Keyword Research & Content Optimization at Scale #internationalseocontent at #frasewebinar by @aleyda
  • 40. #internationalseocontent at #frasewebinar by @aleyda It’s not viable to manually optimize each of your pages in each market: Leverage tools & templates!
  • 41. #internationalseocontent at #frasewebinar by @aleyda Thanks to tools like Frase you can now easily identify the different queries variations for each market through the search journey
  • 42. #internationalseocontent at #frasewebinar by @aleyda … and obtain the main terms/keywords to use in your content, taking as a reference each market competitors
  • 43. #internationalseocontent at #frasewebinar by @aleyda <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> Titles in English Titles in Spanish Use it along the data obtained with keyword tools to establish patterns to follow in each language/market
  • 44. #internationalseocontent at #frasewebinar by @aleyda Establishing also patterns for main content for each version to validate w/ Frase content performance
  • 45. #internationalseocontent at #frasewebinar by @aleyda Optimizing your International Content can be cost effective and fast, if you follow these guidelines! Prioritizing markets with search potential that compensate content optimization efforts Following an iterative/ incremental approach for localization process Leveraging frameworks, templates and tools for Multilingual Keyword Research & Content Optimization at Scale
  • 46. #internationalseocontent at #frasewebinar by @aleyda I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thank you! Questions?