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International SEO for E-Commerce Websites #SEJLive #SEJeSummit

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How to optimize your online store to rank and sell abroad? I go through the main challenges to optimize your site for international markets, giving insights about the top ecommerce platforms: Shopify, Woocommerce, Magento.

Published in: Marketing

International SEO for E-Commerce Websites #SEJLive #SEJeSummit

  1. 1. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT#GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT OPTIMIZING YOUR ONLINE STORE FOR INTERNATIONAL SEARCH MARKETS AND HOW TO IMPLEMENT IT IN TOP ECOMMERCE PLATFORMS
  2. 2. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://CDN.SHOPIFY.COM/S/FILES/1/0898/4708/FILES/THE_GLOBAL_ECOMMERCE_PLAYBOOK.PDF Selling abroad can be a great way to diversify your ecommerce business and scale your shop revenue…
  3. 3. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT There’s an important ecommerce organic search traffic opportunity outside the US… SIMILARWEB
  4. 4. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://MARKETFINDER.THINKWITHGOOGLE.COM/ Tools like Google’s Market Finder will suggest potential opportunities
  5. 5. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/ However, you should take into consideration your own expected ROI to prioritize them
  6. 6. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.NEWSBREAK.COM/NEWS/0OYISZHM/NOMAMES-KMARTS-EMBARRASSING-MAMASTE-AD-WAS-UNINTENTIONAL-COMPANY-SAYS DON’T DO THIS … while delivering the best localized search experience in a language you don’t speak
  7. 7. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Is the assessment positive? It might be time to go abroad … > Yes No Might be too early BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS TEST SELLING IN EXISTING MARKETPLACES YOUR INTERNATIONAL TRAFFIC POTENTIAL AND OPERATIONAL FEASIBILITY VISITS & CONVERSIONS FOR A BREAK-EVEN CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT
  8. 8. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT You need to tackle the most common international SEO implementation challenges HOW TO SCALE LOCALIZATION OF CATEGORIES AND PRODUCTS WITH LITTLE RESOURCES? WHAT’S THE BEST INTL WEB STRUCTURE TO TARGET NEW MARKETS? HOW TO IMPLEMENT HREFLANG TO RANK WITH MILLIONS OF URLS WITHOUT TRIGGERING ERRORS?
  9. 9. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT … Let’s see how to do this in 3 of the most popular e-commerce platforms
  10. 10. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT WHAT’S THE BEST INTERNATIONAL WEB STRUCTURE TO USE TO TARGET NEW MARKETS? #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT
  11. 11. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT For example, SoleRebels supports international shipping & multi-currency w/ the same URL structure Not the best to scale targeting multilingual or localized search potential Good first step for international shopping support
  12. 12. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Are your top competitors in new target markets using ccTLDs? Yes Yes USE A NEW CCTLD FOR THE NEW COUNTRY MARKET No No USE GEOLOCALIZED SUBDIRECTORIES IN YOUR CURRENT GTLD. IF YOU CAN’T, USE SUBDOMAINS IN CURRENT GTLD. … if you need a differentiated Web structure to target a new country, what should it be? You’re using a ccTLDYou’re using a gTLD Are you using a gTLD or ccTLD for your existing market? Yes Yes No No USE GEOLOCALIZED SUBDIRECTORIES IN A NEW GTLD. IF YOU CAN’T, USE SUBDOMAINS IN NEW GTLD. Is the popularity/ authority of your competition very high? Are your top competitors in new target markets using ccTLDs? Is the popularity/ authority of your competition very high? USE A NEW CCTLD FOR THE NEW COUNTRY MARKET
  13. 13. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT JD Sports target countries via ccTLDs, which are by default geolocated to each market Geolocated by default but split authority between different properties
  14. 14. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Asos target countries w/ sub-directories under a gTLD… Needs to geolocate each in the GSC but consolidates authority in a single domain
  15. 15. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT … each sub-directory (or subdomain) needs to be geolocated via the Search Console to its relevant country
  16. 16. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Don’t target continents as a whole: their geolocation is not supported and language/search behavior is likely different per country HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  17. 17. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT If you are required to use continent versions, implement as if they were gTLDs, enabling country subdirectories to be geolocated…
  18. 18. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT …otherwise it may be difficult to geolocate your EU version and achieve a positive ROI What countries should this EU version in English target if there’s already a UK version in English?
  19. 19. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT How to implement these international Web structures in the most popular e-commerce platforms?
  20. 20. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://HELP.SHOPIFY.COM/EN/MANUAL/SELL-ONLINE/MULTILINGUAL-ONLINE-STORE Shopify supports multi-language targeting, relying on translation apps and compatible themes
  21. 21. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://APPS.SHOPIFY.COM/BROWSE/STORE-DESIGN-TRANSLATIONS You’ll need a few Freemium apps like Translation Lab and Weglot…
  22. 22. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT …they allow you to enable sub- directories for each targeted language via the translation app in the store admin HTTPS://APPS.SHOPIFY.COM/CONTENT-TRANSLATION
  23. 23. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT However, Shopify doesn’t support a “multi-country” configuration. You’ll need to create independent stores to geolocate via subdomains or independent domains HTTPS://WWW.SHOPIFY.COM/BLOG/SHOPIFY-STORE-MULTIPLE-COUNTRIES
  24. 24. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Like they have done
  25. 25. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Woocommerce has WordPress multilingual and multi-country plugins support, so there’s more flexibility to target multiple countries or languages HTTPS://WORDPRESS.ORG/PLUGINS/TAGS/MULTILINGUAL/
  26. 26. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WORDPRESS.ORG/PLUGINS/TAGS/MULTILINGUAL/ Many of these multilingual plugins offer specific Woocommerce integration
  27. 27. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WORDPRESS.ORG/PLUGINS/POLYLANG/HTTPS://WORDPRESS.ORG/PLUGINS/POLYLANG/ These allow to select from sub-directories, sub-domains or domains for international versions
  28. 28. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT … Supporting also country versions, besides languages HTTPS://WORDPRESS.ORG/PLUGINS/POLYLANG/
  29. 29. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://DOCS.MAGENTO.COM/M2/CE/USER_GUIDE/STORES/STORE-LANGUAGE-ADD.HTML Magento also supports multilingual and country stores versions through different “Stores” or “Store Views”
  30. 30. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://DOCS.MAGENTO.COM/M2/CE/USER_GUIDE/STORES/STORE-LANGUAGE-ADD.HTML For which you can use different domains, subdomains or subdirectories
  31. 31. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT HOW TO SCALE CATEGORIES AND PRODUCTS CONTENT LOCALIZATION WITH LITTLE RESOURCES #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT
  32. 32. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Going native can make or break global sales HTTPS://WWW.SHOPIFY.COM/ENTERPRISE/INTERNATIONAL-ECOMMERCE-ISSUES
  33. 33. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT The localization of your content is key to connect with your international audience preferences/behavior
  34. 34. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT The goal is to localize the different user- facing areas of your shop, from URLs, navigation, metadata, descriptions, slogans, notifications…
  35. 35. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Like this
  36. 36. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT But how you can do it with dozens of countries, hundreds of categories and thousands of products?
  37. 37. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT It’s about having an iterative/incremental approach, from translation to localization up to transcreation… HTTPS://WWW.LIONBRIDGE.COM/BLOG/TRANSLATION-LOCALIZATION/TRANSLATION-LOCALIZATION-TRANSCREATION-WHAT-YOU-NEED-AND-WHEN/
  38. 38. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Audience Search Behavior Research Per Country by Native SEO/Marketer … aligning it within your Ecommerce International SEO process based on your available resources Phase 1 All Website Pages Per Country Version for the Launch Phase 2 Top Website Pages per Version (Categories, Brands, Products) Automated translation via plugin/app integration Native human validation of app translation using audience search behavior research Rest of the Website Version Pages Relevant Pages Per Country Version Phase 3 On-Demand Localization/ Transcreation efforts
  39. 39. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title Spanish Title Establishing multi-country patterns to generate the main content elements for each page type
  40. 40. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT How to follow this process with the most popular e-commerce platforms?
  41. 41. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.DEEPL.COM/QUALITY.HTML Leveraging the highest quality of new generation of AI based translation solutions like DeepL …
  42. 42. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.DEEPL.COM/PRO-TOOL_INTEGRATION.HTML Some of these tools will also offer integration with CAT tools for translators to accelerate their work
  43. 43. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://APPS.SHOPIFY.COM/COLLECTIONS/APPS-FOR-STORE-LANGUAGES These platforms have also supported third-party translation apps featured in apps/plugins marketplaces
  44. 44. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://APPS.SHOPIFY.COM/COLLECTIONS/APPS-FOR-STORE-LANGUAGES Like Translation Lab for Shopify, that offers direct Automated Translations
  45. 45. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://MARKETPLACE.MAGENTO.COM/EXTENSIONS/CONTENT-CUSTOMIZATIONS/TRANSLATIONS-LOCALIZATION.HTML Something similar happens with Magento translation & localization extensions, although most of these are paid (not-freemium, unlike Shopify)
  46. 46. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT And then also with WP/Woocommerce translation plugins, allowing by default manual translations… POLYLANG & WPML
  47. 47. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Integrating with third-party translation solutions, both automated as on-demand services
  48. 48. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WORDPRESS.ORG/PLUGINS/WPDEEPL/ The most powerful solutions like DeepL offer paid APIs and plugins that facilitate connection with WordPress/ Woocommerce multilingual plugins too
  49. 49. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT HOW TO IMPLEMENT HREFLANG TO RANK WITH THE RIGHT PAGES WITHOUT TRIGGERING ERRORS WHEN YOU HAVE MILLIONS OF URLS? #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT
  50. 50. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT The goal of hreflang annotations is to specify which is the relevant page version that should be shown in each country/ language market in search results to avoid misalignment
  51. 51. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Indexable URLs in different languages & countries versions should be tagged w/ their relevant values HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
  52. 52. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT They can be implemented via the HTML head, HTTP header or XML Sitemap, which have pros & cons BETTER FOR SMALL NUMBER OF VERSIONS TO TAG AND WHEN USING A PLATFORM THAT EASILY EDITS THE HTML HEAD HTML Head BETTER FOR BIGGER SITES WITH A HIGH NUMBER OF VERSIONS TO TAG AND/OR WHEN YOU CAN’T EDIT YOUR HTML HEAD XML Sitemap WHEN SPECIFYING HREFLANG FOR NON-HTML DOCUMENTS LIKE PDFS, DOCS, ETC. HTTP Header
  53. 53. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT Unfortunately, implementing hreflang annotations without triggering errors is also complex
  54. 54. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT English for the US Default English for The US English for the UK <link rel="canonical" href=“https://www.shop.ch/fr/chaussures/“ /> <link rel="alternate" href="https://www.shop.ch/fr/chaussures/" hreflang=“fr-ch" /> <link rel="alternate" href="https://www.shop.com/shoes/" hreflang="en-us" /> <link rel="alternate" href=“https://www.shop.co.uk/shoes/" hreflang="en-gb" /> <link rel="canonical" href=“https://www.shop.com/shoes/“ /> <link rel="alternate" href="https://www.shop.ch/fr/chaussures/" hreflang=“fr-ch" /> <link rel="alternate" href="https://www.shop.com/shoes/" hreflang="en-us" /> <link rel="alternate" href=“https://www.shop.co.uk/shoes/" hreflang="en-gb" /> shop.ch/fr/chaussures/ shop.co.uk/shoes/ shop.com/shoes/ French for Switzerland <link rel="canonical" href=“https://www.shop.co.uk/shoes/“ /> <link rel="alternate" href="https://www.shop.ch/fr/chaussures/" hreflang=“fr-ch" /> <link rel="alternate" href="https://www.shop.com/shoes/" hreflang="en-us" /> <link rel="alternate" href=“https://www.shop.co.uk/shoes/" hreflang="en-gb" /> This is because every page should include its language & country targeting, and point to its other versions
  55. 55. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT … and can easily become a complex implementation in scenarios that are found in ecommerce sites HIGH NUMBER OF URLS PER COUNTRY/ LANGUAGE VERSIONS HIGHLY DYNAMIC INVENTORY OF PRODUCTS LACK OF PARITY BETWEEN PRODUCTS AND COLLECTIONS BETWEEN INTERNATIONAL MARKETS
  56. 56. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT It’s then critical to prioritize hreflang implementation based on your characteristics and needs
  57. 57. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITSEMRUSH Use the Search Console and Analytics or SEO tool of choice to ID if your pages are ranking in non- relevant markets (eg: UK pages in the US)
  58. 58. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT How can you implement hreflang annotations in the most important e-commerce platforms?
  59. 59. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT WP/Woocommerce multilingual plugins include hreflang if there are alternate pages versions for that URL
  60. 60. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.MAGEWORX.COM/MAGENTO-2-SEO-EXTENSION.HTML Hreflang is also supported by Mageworx Magento 2 SEO extension, that allows you to specify in which types of pages they should be included, as well as values
  61. 61. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://SHOPIFY.DEV/TUTORIALS/DEVELOP-THEME-LOCALIZATION-ADD-HREFLANG#WHAT-IS-A-HREFLANG-TAG Shopify allows to edit the theme.liquid layout page to include hreflang pointing to each version canonical URLs
  62. 62. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITHTTPS://WWW.HREFLANGBUILDER.COM/ If you want further flexibility and implement hreflang annotations via XML Sitemaps, you can use also paid solutions like the hreflang builder
  63. 63. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITRYTE & SITEBULB Crawl the implementation before and after releasing to identify potential hreflang validity issues
  64. 64. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMITCONTENTKING & LITTLE WARDEN Set alerts to warn whenever hreflang configurations are changed
  65. 65. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJESUMMIT By following these steps you’ll avoid the most common International SEO Challenges SCALING YOUR CATEGORIES AND PRODUCTS CONTENT LOCALIZATION WITH LITTLE RESOURCES SELECTING THE BEST INTERNATIONAL WEB STRUCTURE TO TARGET THE NEW MARKETS IMPLEMENTING HREFLANG TO RANK WITH THE RIGHT PAGES WITHOUT TRIGGERING ERRORS
  66. 66. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT While taking into consideration the features and constraints of the most popular e-commerce platforms… PLATFORM FEATURES & FLEXIBILITY SHOPIFY WOOCOMMERCE MAGENTO INTERNATIONAL WEB STRUCTURE NO SUBDIRECTORIES SUPPORT FOR COUNTRIES SUBDIRECTORIES, SUBDOMAINS AND CCTLDS SUPPORT VIA PLUGINS BUILT-IN SUBDIRECTORIES, SUBDOMAINS AND CCTLDS SUPPORT CONTENT TRANSLATION/LOCALIZATION PLUGINS/EXTENSIONS PLUGINS/EXTENSIONS PLUGINS/EXTENSIONS HREFLANG ANNOTATIONS VIA PLATFORM CODE EDITION PLUGINS/EXTENSIONS PLUGINS/EXTENSIONS
  67. 67. #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJSUMMIT …To successfully scale and diversify your conversions across different countries and languages
  68. 68. #youtubeseo at #smxadvanced by @aleyda from @orainti Thanks! Questions? #GLOBALECOMMERCESEO BY @ALEYDA FROM #ORAINTI AT #SEJESUMMIT I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays YouTube SEO Video Series Host * #SEOFOMO Newsletter Wrangler * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018

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