International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor misalignment issues

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How to effectively target international audience: Issues, Tools & Processes

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International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor misalignment issues

  1. 1. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW TO IDENTIFY, FIX & TRACK INTERNATIONAL SEARCH RESULTS MISALIGNMENT ISSUES
  2. 2. HALLO MÜNCHEN #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  3. 3. SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  4. 4. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “One of the biggest International SEO challenges is to effectively target your content to its relevant country and/or language audience”
  5. 5. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI TL;DR INTERNATIONAL TARGETING This is an English Bulldog: Speak to him in British English & show him a co.uk ccTLD
  6. 6. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI LET’S ANALYZE A FEW INTERNATIONAL RESULTS
  7. 7. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “ARGENTINA VACATIONS” FROM THE US All .com domains in English
  8. 8. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “RESTAURANTES INDIOS CENTRO DE LONDRES” FROM ARGENTINA What is a Spanish ccTLD doing on the first result?
  9. 9. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “CAR HIRE SOUTH AFRICA” FROM AUSTRALIA And all these South African ccTLDs in Australian SERPs?
  10. 10. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI AND “CAR HIRE SOUTH AFRICA” FROM THE UK? The same! South African ccTLDs in UK SERPs
  11. 11. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “COMPRAR IPHONE” FROM ARGENTINA And these Spanish ccTLDs in Argentinian SERPs?
  12. 12. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI “MOVISTAR” FROM PANAMA And these Colombian, Argentinian & Peruvian ccTLDs in Panaman SERPs?
  13. 13. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI INTERNATIONAL RESULTS MISALIGNMENTS ARE COMMON I’ve seen enough!
  14. 14. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI INTERNATIONAL RESULTS MISALIGNMENTS ARE COMMON Content in the same language targeted to different country Similar terms in different languages or brand queries Big gap between domain authority from different international sites Low number of relevant results targeting the specific country
  15. 15. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW TO IDENTIFY MISALIGNMENTS ISSUES? 1
  16. 16. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI USE THE “ORGANIC TRAFFIC” SEGMENT IN GOOGLE ANALYTICS “LOCATION” REPORT
  17. 17. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IDENTIFY ADDITIONAL COUNTRIES BRINGING YOU ORGANIC TRAFFIC TO YOUR SITE WHAT’S THEIR VOLUME? & THE BOUNCE RATE? DO THEY CONVERT? DO YOU HAVE A SITE VERSION TARGETING THEM?
  18. 18. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI CREATE SEGMENTS FOR THE TOP 
 COUNTRIES ORGANIC TRAFFIC
  19. 19. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI DRILL-DOWN AND IDENTIFY THE CONTENT ATTRACTING TRAFFIC FOR EACH ONE
  20. 20. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI GO TO GWT, SELECT THE COUNTRY AND CHECK THE QUERIES RANKING FOR THOSE PAGES
  21. 21. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI … AND THEIR IMPRESSIONS, POSITION & CTR FROM THE COUNTRY
  22. 22. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI VERIFY THESE YOURSELF BY USING A PROXY OR INTERNATIONAL SEARCH SWITCHER
  23. 23. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI CHECK THE MISALIGNMENT ISSUES FROM YOUR COMPETITORS BY USING SEMRUSH, SIMILARWEB, SEARCHMETRICS, SISTRIX
  24. 24. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW TO FIX MISALIGNMENTS ISSUES? 2
  25. 25. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI THE BEST IS SEPARATE EACH INTERNATIONAL VERSION CONSISTENTLY AND PLACE THEIR CONTENT IN EACH STRUCTURE
  26. 26. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI THE BEST IS SEPARATE EACH INTERNATIONAL VERSION CONSISTENTLY AND PLACE THEIR CONTENT UNDER EACH ONE DON’T TARGET OTHER COUNTRIES WITH A NON-RELEVANT CCTLD: 
 YOURBRAND.DE/MX/ DON’T MIX INTERNATIONAL CONTENT ACROSS DIFFERENT WEB STRUCTURAL AREAS: 
 YOURBRAND.COM/ES.HTML VS. 
 YOURBRAND.COM/ES/ PRODUCTO-A/
  27. 27. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI OUCH!
  28. 28. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI BE AWARE OF NON-GEOTARGETABLE CCTLDS https://support.google.com/webmasters/ answer/1347922?hl=en
  29. 29. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI REGISTER & GEOTARGET YOUR SUB-DIRECTORIES & SUB- DOMAINS IN GWT IF YOU’RE COUNTRY TARGETING
  30. 30. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI AVOID AUTOMATIC REDIRECTS & INTERSTITIALS WHICH CAN CAUSE CRAWLING ISSUES
  31. 31. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IT’S BETTER TO RECOMMEND IN A 
 NON-INTRUSIVE WAY
  32. 32. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IMPLEMENT HREFLANG ANNOTATIONS TO SPECIFY YOUR CONTENT LANGUAGE & COUNTRY TARGET OF EACH PAGE
  33. 33. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IMPLEMENT HREFLANG ANNOTATIONS TO SPECIFY YOUR CONTENT LANGUAGE & COUNTRY TARGET OF EACH PAGE BETTER TO IMPLEMENT IN HTML HEAD: THEY’RE ALWAYS SEEN XML SITEMAPS ARE THE SECOND BEST OPTION: THEY CAN BECOME TOO BIG, REPETITIVE AND NOT ALWAYS TAKEN INTO CONSIDERATION
  34. 34. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI BE CAREFUL TO ADD NON-RELEVANT OR ERRONEOUS CODES
  35. 35. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI CREATE THEM BY USING THE HREFLANG TAG GENERATOR http://www.internationalseomap.com/ hreflang-tags-generator/
  36. 36. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI & THE MEDIA FLOW HREFLANG TOOL FOR XML SITEMAPS www.themediaflow.com/tool_hreflang.php
  37. 37. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI ALWAYS VERIFY WITH GOOGLE’S SPECIFICATION https://support.google.com/ webmasters/answer/189077?hl=en
  38. 38. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI USE SCREAMING FROG OR DEEPCRAWL TO VALIDATE THAT YOU HAVE CORRECTLY ADDED HREFLANG TAGS
  39. 39. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI MONITOR YOUR HREFLANG ANNOTATIONS WITH GWT 
 INTERNATIONAL TARGETING REPORT
  40. 40. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI & NOT FORGET TO USE THE HTML LANG & CONTENT LANGUAGE META TAGS www.w3schools.com/tags/ ref_language_codes.asp
  41. 41. MAKE SURE YOUR CONTENT IS FEATURING THE RELEVANT TERMS TARGETED TO EACH COUNTRY #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  42. 42. EVERY ELEMENT OF THE SITE PAGES & CONTENT SHOULD BE ALIGNED & LOCALIZED #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  43. 43. DO AN INTERNATIONAL KEYWORD RESEARCH WITH NATIVE SPEAKERS keywordtool.io/ semrush.com/ #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  44. 44. AVOID THE TEMPTATION OF AUTOMATIC TRANSLATION #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
  45. 45. CREATE CONTENT & PROMOTE IT INTERNATIONALLY 
 TO BUILD COUNTRY & LANGUAGE RELEVANT LINKS #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI IT’S NOT ABOUT THE VOLUME BUT LANGUAGE & COUNTRY RELEVANCE
  46. 46. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI HOW TO MONITOR MISALIGNMENTS ISSUES? 3
  47. 47. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI SET ALERTS IN GOOGLE ANALYTICS!
  48. 48. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI TRACK THE SERPS FOR THE TOP QUERIES & COUNTRIES WHERE YOU HAVE IDENTIFIED ISSUES SERPWOO DOES IT EASILY
  49. 49. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI YOU’RE NOW READY TO AVOID MISALIGNMENT ISSUES
  50. 50. #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI REMEMBER: BE CULTURALLY EMPATHIC… & ALSO AUTHENTIC What the heck is this?
  51. 51. DANKE #SMX MÜNCHEN! #INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI

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