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Cost Effective Multilingual Content Optimization in An International SEO Process

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Cost Effective Multilingual Content Optimization in An International SEO Process

  1. 1. #internationalseocontent at #frasewebinar by @aleyda Cost Effective Multilingual Content Optimization in an International SEO Process #internationalseocontent at #frasewebinar by @aleyda
  2. 2. #internationalseocontent at #frasewebinar by @aleyda Although many might think about hreflang whenever someone mentions International SEO due to its technical complexity…
  3. 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. 4. #internationalseocontent at #frasewebinar by @aleyda Because Hreflang address a specific problem that you shouldn’t suffer from if you geolocate & localize well
  5. 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. 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. 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. 8. #internationalseocontent at #frasewebinar by @aleyda This is also true for different countries w/ same language, as the terms and preferences can change!
  9. 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. 10. #internationalseocontent at #frasewebinar by @aleyda Let’s focus on your content optimization process… in an international SEO process context!
  11. 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. 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. 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. 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. 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. 16. #internationalseocontent at #frasewebinar by @aleyda 1. Prioritizing markets with search potential that compensate content optimization efforts #internationalseocontent at #frasewebinar by @aleyda
  17. 17. #internationalseocontent at #frasewebinar by @aleyda International markets can be really profitable but you need to prioritize to make the process cost effective…
  18. 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. 19. #internationalseocontent at #frasewebinar by @aleyda Verify which are the countries with more search traffic potential in your industry per language SEMRUSH
  20. 20. #internationalseocontent at #frasewebinar by @aleyda Leverage the “in bulk” topic search volumefunctionality of keywords tool to easily assess each market TAM + + … SEMRUSH
  21. 21. #internationalseocontent at #frasewebinar by @aleyda Consider the level of existing organic search competition in these markets SEMRUSH
  22. 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. 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. 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. 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. 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. 27. #internationalseocontent at #frasewebinar by @aleyda 2. Following an iterative/incremental approach for localization process #internationalseocontent at #frasewebinar by @aleyda
  28. 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. 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. 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. 31. #internationalseocontent at #frasewebinar by @aleyda Use the new generation of high quality automated translators like DeepL https://www.deepl.com/quality.html
  32. 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. 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. 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. 35. #internationalseocontent at #frasewebinar by @aleyda Something similar happens with translation plugins in WP/Woocommerce that also allow manual translation Polylang & WPML
  36. 36. #internationalseocontent at #frasewebinar by @aleyda Integrating with both automated and 
 on-demand translation solutions
  37. 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. 38. #internationalseocontent at #frasewebinar by @aleyda It’s about effectively optimizing your different international versions & areas… one step at a time!
  39. 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. 40. #internationalseocontent at #frasewebinar by @aleyda It’s not viable to manually optimize each of your pages in each market: Leverage tools & templates!
  41. 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. 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. 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. 44. #internationalseocontent at #frasewebinar by @aleyda Establishing also patterns for main content for each version to validate w/ Frase content performance
  45. 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. 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?

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