Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

International SEO: How to Grow your Online Business Abroad #WAQ19

547 views

Published on

How to start targeting other language or country markets? Take a look at the criteria, process and tools to start doing international SEO.

Published in: Marketing
  • Be the first to comment

International SEO: How to Grow your Online Business Abroad #WAQ19

  1. 1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 INTERNATIONAL SEO TO GROW YOUR BUSINESS ABROAD #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19
  2. 2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 BONJOUR QUÉBEC! JE SUIS ALEYDA SOLIS ORAINTI.COM
  3. 3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 I’VE HAD THE CHANCE TO HELP SOME GREAT BRANDS
  4. 4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AUJOURD’HUI JE SUIS RAVIE DE PARTAGER AVEC VOUS #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19
  5. 5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 Français Québécois Canadian English American English TARGETING TO A WIDER AUDIENCE IS A NATURAL WAY TO GROW OUR ONLINE BUSINESS
  6. 6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 HOWEVER, THE PROCESS CAN BECOME COMPLEX DUE 
 TO SOME USUAL CHALLENGES LACK OF RESOURCES TO CREATE AND OPTIMIZE MORE CONTENT NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES NOT ATTRACTING ENOUGH TRAFFIC WITH TARGETED QUERIES
  7. 7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 HERE’S HOW TO TACKLE THEM TO SUCCEED WITH AN INTERNATIONAL SEO PROCESS PRIORITIZE YOUR INTERNATIONAL TARGETED MARKETS ASSESSING AND SELECTING THE BEST INTERNATIONAL WEB STRUCTURE FOR YOU CORRECTLY GEOLOCATING YOUR INTERNATIONAL WEB PAGES LOCALIZING YOUR CONTENT BASED ON YOUR AUDIENCE PREFERENCES
  8. 8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 PRIORITIZE YOUR INTERNATIONAL MARKETS… LACK OF RESOURCES?
  9. 9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IDENTIFY WHICH COUNTRIES AND LANGUAGES ARE ALREADY BRINGING TRAFFIC AND CONVERSIONS TO YOUR SITE GOOGLE ANALYTICS
  10. 10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 THOSE MARKETS THAT YOUR COMPETITION AND INDUSTRY LEADERS ARE ALREADY PROFITING FROM SEMRUSH TRAFFIC ANALYSIS
  11. 11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19SEMRUSH VERIFY WHICH ARE THE COUNTRIES WITH MORE SEARCH TRAFFIC POTENTIAL IN YOUR INDUSTRY
  12. 12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 CONSIDER THE LEVEL OF EXISTING ORGANIC SEARCH COMPETITION IN THESE MARKETS SERPCHECKER
  13. 13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 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 DRIVES 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
  14. 14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 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
  15. 15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 COUNTRY TARGET LANGUAGE TARGET REMEMBER THAT THIS SHOULD BE ABOUT YOUR OWN ORGANIZATION RESOURCES AND PRIORITIES TOO
  16. 16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 VERIFY IF THERE’S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE YOUR WEB ACTIVITY HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/
  17. 17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 > Yes No Might be too early BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS CREATE A PILOT PROJECT PRIORITIZING MAIN PAGES NOW YOU CAN DECIDE WHICH INTERNATIONAL SEARCH MARKETS TO TARGET YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT
  18. 18. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 NOT BEING ABLE TO RANK WELL W/ THE INTERNATIONAL WEB STRUCTURE 2
  19. 19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 SELECT AND TARGET YOUR WEB STRUCTURE CCTLDS VS SUBDIRECTORIES?
  20. 20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AVOID USING SCRIPTS OR COOKIES TO SHOW INTERNATIONAL VERSIONS W/ THE SAME URLS
  21. 21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 DON’T USE PARAMETERS FOR YOUR INTERNATIONAL WEB STRUCTURE, SPECIALLY FOR COUNTRIES
  22. 22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 www.brand.ca www.brand.ca/categorie-a/ www.brand.com/fr-ca/ www.brand.com/fr-ca/categorie-a/ fr-ca.brand.com/ fr-ca.brand.com/categorie-a/ IF YOU’RE COUNTRY TARGETING, SELECT BETWEEN CCTLDS, SUBDIRECTORIES & SUBDOMAINS CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  23. 23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 * 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 EACH HAVE PROS & CONS TO COUNTRY TARGET CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  24. 24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 YOU CAN’T USE SUBDIRECTORIES OR SUBDOMAINS TO GEOLOCATE CCTLDS TO OTHER COUNTRIES
  25. 25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 TAKE ALSO INTO CONSIDERATION THAT GOOGLE DOESN’T SUPPORT “REGIONS” THAT ARE NOT COUNTRIES TO GEOTARGET HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  26. 26. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 www.brand.com/fr/ www.brand.com/fr/categorie-a/ fr.brand.com/ fr.brand.com/categorie-a/ IF YOU’RE LANGUAGE TARGETING, SELECT BETWEEN USING SUBDIRECTORIES OR SUBDOMAINS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  27. 27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 * 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 WHICH ALSO HAVE PROS & CONS TO LANGUAGE TARGET SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  28. 28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 VERIFY THE DOMAIN TYPES AND AUTHORITY OF THE TOP SITES RANKING IN YOUR DESIRED MARKET SERPCHECKER
  29. 29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 Yes Country Language Are your top competitors using ccTLDs? Yes Yes USE CCTLDS No No USE GEOLOCALIZED SUBDIRECTORIES YesNo USE SUBDIRECTORIES USE SUB- DOMAINS No CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDINGLY WHAT’S YOUR INTERNATIONAL TARGET? Is the domain authority of your competition higher? Is the domain authority of your competition higher? Do you need a flatter & differentiated structure?
  30. 30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IT’S CRITICAL TO BE CONSISTENT WHEN TARGETING TO AVOID CONFUSION AND ALIENATING YOUR USERS
  31. 31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 GEOLOCATE AND USE HREFLANG ANNOTATIONS RANKING W/ WRONG URLS?
  32. 32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19GOOGLE SEARCH CONSOLE MISALIGNED PAGES WILL HAVE WORSE RANKINGS, CTR, USER EXPERIENCE AND CONVERSIONS
  33. 33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 CHECK IF YOU’RE SUFFERING FROM SEARCH RESULTS MISALIGNMENT PROBLEMS ALREADY GOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS
  34. 34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19SEOMINION USE VPNS OR THE FREE SEOMINION EXTENSION TO SEARCH FROM ANY LOCATION AND LANGUAGE
  35. 35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 VERIFY WHICH DOMAIN EXTENSIONS ARE TREATED 
 AS GENERIC BY GOOGLE TO GEOLOCATE IF NEEDED HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  36. 36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 REGISTER & GEOLOCATE IN SEARCH CONSOLE EACH 
 SUB-DIRECTORY/DOMAIN TO COUNTRY TARGET GOOGLE SEARCH CONSOLE
  37. 37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IT’S BETTER TO AVOID AUTOMATIC REDIRECTS 
 BASED ON THE IP LOCATION LINK REDIRECT TRACE
  38. 38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 REDIRECTS CAN GIVE A BAD USER EXPERIENCE AND END-UP DAMAGING YOUR WEB VERSIONS CRAWLABILITY HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  39. 39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 SUGGEST THE RELEVANT INTERNATIONAL 
 WEB VERSION INSTEAD
  40. 40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 INDICATE EACH PAGE INTERNATIONAL TARGETING WITH THEIR META & HTML LANG TAG HTTP://BIT.LY/BINGLANG
  41. 41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AS WELL AS YOUR PAGES LANGUAGE AND COUNTRY TARGET AND THEIR ALTERNATES WITH HREFLANG HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
  42. 42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 English for the US Default English for Canada English for the UK <link rel="canonical" href=“http://www.brand.ca/fr/chiens/“ /> <link rel="alternate" hreflang=“en-ca" href=“http://www.brand.ca/dogs/“ /> <link rel="alternate" hreflang=“fr-ca” href=“http://www.brand.ca/fr/chiens/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> <link rel="canonical" href="http://www.brand.ca/dogs/“ /> <link rel="alternate" hreflang=“en-ca" href=“http://www.brand.ca/dogs/“ /> <link rel="alternate" hreflang=“fr-ca" href=“http://www.brand.ca/fr/chiens/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> brand.ca/fr/chiens/ brand.co.uk/dogs/ brand.ca/en/dogs/ French for Canada <link rel="canonical" href=“http://www.brand.co.uk/dogs/“ /> <link rel="alternate" hreflang=“en-ca" href=“http://www.brand.ca/dogs/“ /> <link rel="alternate" hreflang=“fr-ca“ href=“http://www.brand.ca/fr/chiens/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> EVERY PAGE SHOULD INCLUDE ITS LANGUAGE & COUNTRY TARGETING, AND POINT TO ITS OTHER VERSIONS
  43. 43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 USE ISO 639-1 VALUES FOR LANGUAGES 
 AND ISO 3166-1 FOR COUNTRIES HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
  44. 44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN YOU CAN ALSO OPTIONALLY USE USE THE X-DEFAULT VALUE FOR UNMATCHED INTERNATIONAL VERSIONS
  45. 45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 UNFORTUNATELY, IT’S COMMON TO GENERATE THEM WITH ERRORS HTTPS://SEARCHENGINELAND.COM/AUDITING-HREFLANG-ANNOTATIONS-COMMON-ISSUES-AVOID-219483
  46. 46. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AVOID HREFLANG ISSUES BY FOLLOWING THIS IMPLEMENTATION AND VALIDATION PROCESS ASSESS THE LANGUAGES AND COUNTRIES HREFLANG IMPLEMENTATION SCOPE CHOOSE THE HREFLANG IMPLEMENTATION METHOD SPECIFY THE HREFLANG CODE PATTERN MONITOR AND TROUBLESHOOT THE HREFLANG IMPLEMENTATION AFTER LAUNCH VALIDATE THE HREFLANG IMPLEMENTATION IN A TEST ENVIRONMENT ESTABLISH HREFLANG BEST PRACTICES GUIDELINES TO BE FOLLOWED WHEN A NEW PAGE IS PUBLISHED HTTP://BIT.LY/HREFLANGPROCESS
  47. 47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 USE THE CORRECT ANNOTATIONS AND VALUES BY GENERATING HREFLANG PATTERNS WITH GENERATOR TOOLS HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/
  48. 48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19DEEPCRAWL, SITEBULB, SCREAMING FROG, RYTE, BOTIFY VALIDATE THE HREFLANG IMPLEMENTATION 
 USING SEO CRAWLERS BEFORE IT IS LAUNCHED
  49. 49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AFTER LAUNCH, MONITOR ANY REMAINING ISSUES WITH THE SEARCH CONSOLE INTERNATIONAL REPORT GOOGLE SEARCH CONSOLE
  50. 50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 LOCALIZE YOUR CONTENT TO YOUR AUDIENCE NOT ATTRACTING TRAFFIC?
  51. 51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IT’S CRITICAL TO UNDERSTAND YOUR TARGET AUDIENCE SEARCH PREFERENCES IN EACH MARKET
  52. 52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IT’S FUNDAMENTAL TO DEVELOP A SPECIFIC KEYWORD RESEARCH PER MARKET WITH NATIVE SUPPORT SEMRUSH, KWFINDER, AHREFS, SISTRIX
  53. 53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 TO IDENTIFY SPECIFIC TERMS, PREFERENCES, TRENDS AND SEASONALITIES IN EACH MARKET GOOGLE TRENDS, GOOGLE KEYWORD PLANNER
  54. 54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 USE IT TO LOCALIZE EVERY ASPECT OF YOUR WEB 
 CONTENT: URLS, TITLE, META DESCRIPTION, NAVIGATION
  55. 55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 AVOID LEAVING CRITICAL AREAS OF YOUR CONTENT WITHOUT TRANSLATING/LOCALIZING
  56. 56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 TO FACILITATE THE PAGES LOCALIZATION PROCESS CREATE A MATRIX SPECIFYING THEIR ALTERNATE VERSIONS
  57. 57. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title THEN CREATE ANOTHER W/ PATTERNS TO GENERATE 
 THE MAIN CONTENT ELEMENTS FOR EACH PAGE VERSION Spanish Title
  58. 58. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 THE GOAL IS TO CONNECT WITH EACH OF YOUR AUDIENCES PREFERENCES WITH YOUR WEB EXPERIENCE
  59. 59. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 BY FOLLOWING THE PREVIOUS PROCESS YOU’LL AVOID THE MOST COMMON INTERNATIONAL SEO CHALLENGES… LACK OF RESOURCES TO CREATE AND OPTIMIZE MORE CONTENT NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES NOT LOCALIZING YOUR CONTENT & OFFERING TO THE TARGET MARKET PREFERENCES
  60. 60. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 TO TARGET, LOCALIZE AND GROW YOUR INTERNATIONAL WEB ORGANIC SEARCH VISIBILITY AND TRAFFIC
  61. 61. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IN INTERNATIONAL MARKETS THAT ARE ALSO PROFITABLE
  62. 62. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 IT’S TIME TO WIN ABROAD
  63. 63. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #WAQ19 * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 MERCI, #WAQ19! ORAINTI.COM

×