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Establishing a Successful International Web Presence #InternationalSEO #SMX West 2017

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How to establish a successful internationally targeted site? Take a look at the steps, criteria and tools that you can use to maximize the chances of success.

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Establishing a Successful International Web Presence #InternationalSEO #SMX West 2017

  1. 1. @aleyda#InternationalSEO #12A Establishing a Successful International Web Presence SPEAKING IN TONGUES
  2. 2. @aleyda#SMX West @aleyda Hello #SMXWest #InternationalSEO #12A
  3. 3. @aleyda#SMX West @aleyda I’m Aleyda Solis #InternationalSEO #12A
  4. 4. @aleyda#SMX West @aleyda ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO BITLY.COM/LIBROSEOALEYDA I PublishI Share I’m Aleyda Solis #InternationalSEO #12A
  5. 5. @aleyda#SMX West @aleyda I Blog I Speak I’m Featured I’m Aleyda Solis #InternationalSEO #12A
  6. 6. @aleyda#SMX West @aleyda I help companies to connect with potential customers all over the world #InternationalSEO #12A
  7. 7. @aleyda#SMX West @aleyda Expanding & diversifying traffic sources #InternationalSEO #12A
  8. 8. @aleyda#SMX West @aleyda With a sustainable organic traffic growth #InternationalSEO #12A
  9. 9. @aleyda#SMX West @aleyda Generating actual customers, 
 conversions & profit from them #InternationalSEO #12A
  10. 10. @aleyda#SMX West @aleyda Here’s how you can do it too! Avoid targeting markets that are not profitable Select the best Web structure to target your international markets Effectively geolocate & localize your Web presence #InternationalSEO #12A
  11. 11. @aleyda#SMX West @aleyda Avoid targeting markets 
 that are not profitable #InternationalSEO #12A
  12. 12. @aleyda#SMX West @aleyda Identify which countries & languages are already bringing traffic & conversions #InternationalSEO #12A
  13. 13. @aleyda#SMX West @aleyda The ones where your competition & industry leaders are already profiting from https://www.similarweb.com/ #InternationalSEO #12A
  14. 14. @aleyda#SMX West @aleyda Verify which are the countries with more organic search traffic potential in your industry #InternationalSEO #12A
  15. 15. @aleyda#SMX West @aleyda Check the level of already existing
 organic search competition there #InternationalSEO #12A
  16. 16. @aleyda#SMX West @aleyda Align this with your own multilingual & international operations capacity Other 
 Traffic 
 Drivers Used Search Engines Competitors Authority Audience Search Behavior & interests Organic Search Traffic Volume & Share COUNTRY CURRENT ORGANIC SEARCH TRAFFIC COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET SEARCH ENGINE USED SPAM LEVEL UK 100 per month High 500,000 searches per month Positive Google Low Spain 50 per month Medium 300,000 searches per month Positive Google Medium Country & Language Operations Capacity #InternationalSEO #12A
  17. 17. @aleyda#SMX West @aleyda Verify if there’s enough organic search traffic to compensate a profitable Web activity 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 #12A
  18. 18. @aleyda#SMX West @aleyda Identify if you should language 
 or country target first 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 #InternationalSEO #12A
  19. 19. @aleyda#SMX West @aleyda Like they have done vs Language TargetingCountry Targeting #InternationalSEO #12A
  20. 20. @aleyda#SMX West @aleyda Use the International SEO ROI calculator
 to facilitate this http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/ #InternationalSEO #12A
  21. 21. @aleyda#SMX West @aleyda Now you can decide which 
 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 For most important countries Buy & secure your ccTLDs for future activity Create custom alerts Create a pilot project prioritizing main pages #InternationalSEO #12A
  22. 22. @aleyda#SMX West @aleyda Select the best Web structure to target your international markets #InternationalSEO #12A
  23. 23. @aleyda#SMX West @aleyda Avoid using scripts or cookies showing your international Web versions with the same URLs #InternationalSEO #12A
  24. 24. @aleyda#SMX West @aleyda As well as parameters for your 
 international Web structure #InternationalSEO #12A
  25. 25. @aleyda#SMX West @aleyda If you’re country targeting, select between ccTLDs, Subdirectories & Subdomains ccTLDs www.yourbrand.es www.yourbrand.es/categoria-a/ Sub-directories
 w/ gTLDs www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ Sub-domains w/ gTLDs es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/ #InternationalSEO #12A
  26. 26. @aleyda#SMX West @aleyda Each have pros & cons to country target * Need less technical resources * Need less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * Need more efforts to geolocate * Need more technical resources * Need more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * Need more efforts to geolocate * Ideal alternative to geolocate if competition is not too high * Need more technical resources * Need more efforts to grow popularity with a new domain ccTLDs Sub-directories
 w/ gTLDs Sub-domains w/ gTLDs #InternationalSEO #12A
  27. 27. @aleyda#SMX West @aleyda If you’re language targeting, select between using subdirectories or subdomains Sub-directories www.yourbrand.com www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/ #InternationalSEO #12A
  28. 28. @aleyda#SMX West @aleyda Which also have pros & cons to language target * Need less technical resources * Need less efforts to grow popularity * Generates a deeper url structure * More chances to get all versions penalized if something goes bad * Need more technical resources * Need more efforts to grow popularity * Generates shorter URL structure which can be better for larger sites Sub-directories Sub-domains #InternationalSEO #12A
  29. 29. @aleyda#SMX West @aleyda It’s key to be consistent though and 
 avoid mixing international Web structures #InternationalSEO #12A
  30. 30. @aleyda#SMX West @aleyda Take into consideration that Google doesn’t support “continents” to geotarget #InternationalSEO #12A
  31. 31. @aleyda#SMX West @aleyda Verify which Web structures are used 
 by the top sites in the desired market 13 ccTLDs vs. 7gTLDs #InternationalSEO #12A
  32. 32. @aleyda#SMX West @aleyda As well as those rankings for the potential top queries in that market https://serpchecker.com/ 7 ccTLDs vs. 2 gTLDs #InternationalSEO #12A
  33. 33. @aleyda#SMX West @aleyda What’s the authority of those top ranking sites? Can you compete with a new ccTLD? #InternationalSEO #12A
  34. 34. @aleyda#SMX West Yes @aleyda Choose your international 
 Web structure accordingly What’s your international target? Country Language Are your top competitors using ccTLDs? Yes Is the domain authority of your competition higher & 
 a concern? Yes Use ccTLDs No No Use Geolocalized Sub-Directories YesNo Do you need a flatter & more differentiated URL structure? Use 
 Sub-Directories Is the domain authority of your competition higher & 
 a concern? Use 
 Sub-Domains No #InternationalSEO #12A
  35. 35. @aleyda#SMX West @aleyda Effectively geolocate & 
 localize your Web structure #InternationalSEO #12A
  36. 36. @aleyda#SMX West#InternationalSEO #12A @aleyda Avoid ranking with a non-relevant Web version in your international search results com.au com.au com.au com.au com.au com
  37. 37. @aleyda#SMX West#InternationalSEO #12A @aleyda Not only with country versions, but also language ones that will cannibalize themselves Searching from Google Spain
  38. 38. @aleyda#SMX West @aleyda Misaligned pages will have worse rankings, CTR, user experience and conversions This happens with a UK ccTLD #InternationalSEO #12A
  39. 39. @aleyda#SMX West @aleyda Check if you’re suffering from this already! #InternationalSEO #12A
  40. 40. @aleyda#SMX West @aleyda Verify which domain extensions are treated 
 as generic by Google to geolocate if needed https://support.google.com/webmasters/answer/1347922 #InternationalSEO #12A
  41. 41. @aleyda#SMX West @aleyda Register & geolocate in GSC each 
 sub-directory or sub-domain to country target #InternationalSEO #12A
  42. 42. @aleyda#SMX West @aleyda It’s better to avoid automatic redirects based on the IP location #InternationalSEO #12A
  43. 43. @aleyda#SMX West @aleyda As you might assume too much and give a negative user experience #InternationalSEO #12A
  44. 44. @aleyda#SMX West @aleyda Suggest the relevant international version instead #InternationalSEO #12A
  45. 45. @aleyda#SMX West @aleyda Localize every aspect of your Web content & design URL Meta Description Currency Menu Title Images H1 #InternationalSEO #12A
  46. 46. @aleyda#SMX West @aleyda Including the URLs #InternationalSEO #12A
  47. 47. @aleyda#SMX West#InternationalSEO #12A @aleyda Get native support to optimize the content using the relevant terms of the target markets
  48. 48. @aleyda#SMX West @aleyda Remember that language might be the same but the terms could be different based on country #InternationalSEO #12A
  49. 49. @aleyda#SMX West @aleyda Not only the content, but also the design; 
 based on local preferences & culture In Japan In the UK #InternationalSEO #12A
  50. 50. @aleyda#SMX West @aleyda Indicate your international targeting 
 with the meta & html lang tag http://bit.ly/binglang #InternationalSEO #12A
  51. 51. @aleyda#SMX West @aleyda As well as specifying your pages language 
 and country alternates with hreflang bit.ly/hreflangannotations #InternationalSEO #12A
  52. 52. @aleyda#SMX West @aleyda Every page should include its language & country target, and point to its other versions English for the US Default Spanish for the US English for the UK <link rel="canonical" href="http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> <link rel="canonical" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> brand.com/dogs/ brand.co.uk/dogs/ brand.com/es/perros/ English for the US #InternationalSEO #12A <link rel="canonical" href=“http://www.brand.co.uk/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
  53. 53. @aleyda#SMX West @aleyda Using ISO 639-1 values for languages 
 and ISO 3166-1 for countries #InternationalSEO #12A
  54. 54. @aleyda#SMX West @aleyda Without changing the canonical tags configuration #InternationalSEO #12A
  55. 55. @aleyda#SMX West @aleyda You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers #InternationalSEO #12A Add them in XML Sitemaps in non- flexible sites with a high number of versions Add them in HTML in sites with lower number of versions & coding flexibility
  56. 56. @aleyda#SMX West @aleyda Start with only the necessary ones checking traffic misalignment if there are too many #InternationalSEO #12A
  57. 57. @aleyda#SMX West @aleyda Beware of including incorrect hreflang values hreflang="en-gb" #InternationalSEO #12A
  58. 58. @aleyda#SMX West @aleyda Adding a country without a language, 
 which is mandatory hreflang="pt-br" hreflang="en-ca" Not supported hreflang="es-mx" hreflang="en-us" #InternationalSEO #12A
  59. 59. @aleyda#SMX West @aleyda Using underscores instead of dashes to separate language & country values hreflang=“fr-ca” #InternationalSEO #12A
  60. 60. @aleyda#SMX West @aleyda Forgetting to self-refer by specifying 
 the current URL in the hreflangs #InternationalSEO #12A
  61. 61. @aleyda#SMX West @aleyda Not referring back at all from one language or country version to another #InternationalSEO #12A
  62. 62. @aleyda#SMX West @aleyda Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs #InternationalSEO #12A
  63. 63. @aleyda#SMX West @aleyda It’s critical to avoid these errors so the hreflang tags are not ignored… #InternationalSEO #12A
  64. 64. @aleyda#SMX West @aleyda Monitor the existence of these issues with 
 the GSC International Targeting report #InternationalSEO #12A
  65. 65. @aleyda#SMX West @aleyda It specifies the type of error and 
 the number of pages affected #InternationalSEO #12A
  66. 66. @aleyda#SMX West @aleyda As well as the URLs where these 
 issues have been found #InternationalSEO #12A
  67. 67. @aleyda#SMX West @aleyda Avoid these issues by generating correct annotations with the Hreflang Generator Tool bit.ly/generatorhreflang #InternationalSEO #12A
  68. 68. @aleyda#SMX West @aleyda Generating the XML sitemaps along hreflang tags with the hrefbuilder hrefbuilder.com #InternationalSEO #12A
  69. 69. @aleyda#SMX West @aleyda Validate the hreflang implementation using crawlers like Botify that supports it #InternationalSEO #12A
  70. 70. @aleyda#SMX West @aleyda With OnPage.org that allows to segment 
 each international version issues #InternationalSEO #12A
  71. 71. @aleyda#SMX West @aleyda Or DeepCrawl that verifies hreflang 
 implemented in XML sitemaps too #InternationalSEO #12A
  72. 72. @aleyda#SMX West @aleyda If you follow these generation & validation steps you’ll be able to specify them effectively #InternationalSEO #12A
  73. 73. @aleyda#SMX West @aleyda And grow your international search visibility with effectively geolocalized Web versions #InternationalSEO #12A
  74. 74. @aleyda#SMX West @aleyda That are also profitable :) #InternationalSEO #12A
  75. 75. @aleyda#InternationalSEO #12A LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! 
 SEE YOU AT THE NEXT #SMX


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