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Multinational SEO Success #SMS2017

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How to effectively target international markets with your SEO process? Take a look at the criteria, process and tools.

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Multinational SEO Success #SMS2017

  1. 1. Multinational SEO #multinationalSEO at #SMS2017 by @aleyda from @orainti
  2. 2. #multinationalSEO at #SMS2017 by @aleyda from @orainti Hello Sydney! #multinationalSEO at #SMS2017 by @aleyda from @orainti
  3. 3. #multinationalSEO at #SMS2017 by @aleyda from @orainti I’m Aleyda Solis #multinationalSEO at #SMS2017 by @aleyda from @orainti
  4. 4. #multinationalSEO at #SMS2017 by @aleyda from @orainti ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO BITLY.COM/LIBROSEOALEYDA I PublishI Share I’m Aleyda Solis #multinationalSEO at #SMS2017 by @aleyda from @orainti
  5. 5. #multinationalSEO at #SMS2017 by @aleyda from @orainti I Blog I Speak I’m Featured I’m Aleyda Solis #multinationalSEO at #SMS2017 by @aleyda from @orainti
  6. 6. #multinationalSEO at #SMS2017 by @aleyda from @orainti I help companies to connect with potential customers all over the world
  7. 7. #multinationalSEO at #SMS2017 by @aleyda from @orainti With a sustainable organic traffic growth
  8. 8. #multinationalSEO at #SMS2017 by @aleyda from @orainti Generating actual customers, 
 conversions & profit from them
  9. 9. #multinationalSEO at #SMS2017 by @aleyda from @orainti But often you can’t compete with the 
 selected International Web structure VS
  10. 10. #multinationalSEO at #SMS2017 by @aleyda from @orainti Avoid using scripts or cookies showing your international Web versions with the same URLs
  11. 11. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as parameters for your 
 international Web structure
  12. 12. #multinationalSEO at #SMS2017 by @aleyda from @orainti If you’re country targeting, select between ccTLDs, Subdirectories & Subdomains www.yourbrand.es www.yourbrand.es/categoria-a/ www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/ ccTLDs Sub-directories
 w/ gTLDs Sub-domains w/ gTLDs
  13. 13. #multinationalSEO at #SMS2017 by @aleyda from @orainti 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
  14. 14. #multinationalSEO at #SMS2017 by @aleyda from @orainti 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/
  15. 15. #multinationalSEO at #SMS2017 by @aleyda from @orainti 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
  16. 16. #multinationalSEO at #SMS2017 by @aleyda from @orainti Take into consideration that Google only supports countries to geotarget
  17. 17. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify which Web structures are used 
 by the top sites in the desired market 13 ccTLDs vs. 7gTLDs
  18. 18. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as those rankings for the potential top queries in that market https://serpchecker.com/ 7 ccTLDs vs. 2 gTLDs
  19. 19. #multinationalSEO at #SMS2017 by @aleyda from @orainti What’s the authority of those top ranking sites? Can you compete with a new ccTLD?
  20. 20. #multinationalSEO at #SMS2017 by @aleyda from @orainti Yes Choose your international Web structure accordingly to make it competitive 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
  21. 21. #multinationalSEO at #SMS2017 by @aleyda from @orainti Avoid ranking with a non-relevant Web version in your international search results com.au com.au com.au com.au com.au com
  22. 22. #multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A Not only with country versions, but also language ones that cannibalize themselves Searching from Google Spain
  23. 23. #multinationalSEO at #SMS2017 by @aleyda from @orainti Misaligned pages will have worse rankings, CTR, user experience and conversions This happens with a UK ccTLD
  24. 24. #multinationalSEO at #SMS2017 by @aleyda from @orainti Check if you’re suffering from this already!
  25. 25. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify which domain extensions are treated 
 as generic by Google to geolocate if needed https://support.google.com/webmasters/answer/1347922
  26. 26. #multinationalSEO at #SMS2017 by @aleyda from @orainti Register & geolocate in GSC each 
 sub-directory or sub-domain to country target
  27. 27. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s better to avoid automatic redirects based on the IP location
  28. 28. #multinationalSEO at #SMS2017 by @aleyda from @orainti As you might assume too much and give a negative user experience
  29. 29. #multinationalSEO at #SMS2017 by @aleyda from @orainti Check which are the IPs of Google’s search bots and how you treat them via your logs https://support.google.com/webmasters/answer/6144055
  30. 30. #multinationalSEO at #SMS2017 by @aleyda from @orainti Avoid redirecting them all to the same country version, which will end-up hurting … like this! Starts Non-Relevant IP Based Redirects Redirects are fixed and starts a “slow” recovery
  31. 31. #multinationalSEO at #SMS2017 by @aleyda from @orainti Suggest the relevant international version instead
  32. 32. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify for yourself how you’re doing it 
 by using a proxy https://www.hidemyass.com/
  33. 33. #multinationalSEO at #SMS2017 by @aleyda from @orainti Localize every aspect of your Web content & design URL Meta Description Currency Menu Title Images H1
  34. 34. #multinationalSEO at #SMS2017 by @aleyda from @orainti Including the URLs. Use transliteration for non-latin characters. NO YES
  35. 35. #multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A Get native support to optimize the content using the relevant terms of the target markets NO
  36. 36. #multinationalSEO at #SMS2017 by @aleyda from @orainti Automated translations won’t provide the 
 actual terms used by the target audience
  37. 37. #multinationalSEO at #SMS2017 by @aleyda from @orainti This is one of the critical areas major brands often overlook with international markets YES
  38. 38. #multinationalSEO at #SMS2017 by @aleyda from @orainti Not only the content, but also the design; 
 based on local preferences & culture In Japan In the UK
  39. 39. #multinationalSEO at #SMS2017 by @aleyda from @orainti Create a matrix with patterns to generate 
 your main content elements for each version <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title Spanish Title
  40. 40. #multinationalSEO at #SMS2017 by @aleyda from @orainti Indicate your international targeting 
 with the meta & html lang tag http://bit.ly/binglang
  41. 41. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as specifying your pages language 
 and country alternates with hreflang bit.ly/hreflangannotations
  42. 42. #multinationalSEO at #SMS2017 by @aleyda from @orainti 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 <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/“ />
  43. 43. #multinationalSEO at #SMS2017 by @aleyda from @orainti Using ISO 639-1 values for languages 
 and ISO 3166-1 for countries
  44. 44. #multinationalSEO at #SMS2017 by @aleyda from @orainti Without changing the canonical tags configuration
  45. 45. #multinationalSEO at #SMS2017 by @aleyda from @orainti You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers 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
  46. 46. #multinationalSEO at #SMS2017 by @aleyda from @orainti Start with only the necessary ones checking traffic misalignment if there are too many
  47. 47. #multinationalSEO at #SMS2017 by @aleyda from @orainti Beware of including incorrect hreflang values hreflang="en-gb"
  48. 48. #multinationalSEO at #SMS2017 by @aleyda from @orainti Adding a country without a language, 
 which is mandatory hreflang="pt-br" hreflang="en-ca" Not supported hreflang="es-mx" hreflang="en-us"
  49. 49. #multinationalSEO at #SMS2017 by @aleyda from @orainti Using underscores instead of dashes to separate language & country values hreflang=“fr-ca”
  50. 50. #multinationalSEO at #SMS2017 by @aleyda from @orainti Forgetting to self-refer by specifying 
 the current URL in the hreflangs
  51. 51. #multinationalSEO at #SMS2017 by @aleyda from @orainti Not referring back at all from one language or country version to another
  52. 52. #multinationalSEO at #SMS2017 by @aleyda from @orainti Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs
  53. 53. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s critical to avoid these errors so the hreflang tags are not ignored…
  54. 54. #multinationalSEO at #SMS2017 by @aleyda from @orainti Obtain the correct annotations 
 with the Hreflang Generator Tool bit.ly/generatorhreflang
  55. 55. #multinationalSEO at #SMS2017 by @aleyda from @orainti Generate the XML sitemaps along 
 hreflang tags with the hrefbuilder hrefbuilder.com
  56. 56. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s critical to organize XML sitemaps as granular as possible to facilitate troubleshooting Country Language Category
  57. 57. #multinationalSEO at #SMS2017 by @aleyda from @orainti Validate the hreflang implementation using crawlers like Botify that supports it
  58. 58. #multinationalSEO at #SMS2017 by @aleyda from @orainti With OnPage.org that allows to segment 
 each international version issues
  59. 59. #multinationalSEO at #SMS2017 by @aleyda from @orainti Or DeepCrawl that verifies hreflang 
 implemented in XML sitemaps too
  60. 60. #multinationalSEO at #SMS2017 by @aleyda from @orainti Monitor the existence of remaining issues with 
 the GSC International Targeting report
  61. 61. #multinationalSEO at #SMS2017 by @aleyda from @orainti Prioritize fixing those errors with the 
 highest number of pages affected
  62. 62. #multinationalSEO at #SMS2017 by @aleyda from @orainti If you follow these generation & validation steps you’ll be able to specify them effectively
  63. 63. #multinationalSEO at #SMS2017 by @aleyda from @orainti And grow your international search visibility with effectively geolocalized Web versions
  64. 64. #multinationalSEO at #SMS2017 by @aleyda from @orainti Focusing on increasing not only your traffic but also revenue seomonitor.com
  65. 65. #multinationalSEO at #SMS2017 by @aleyda from @orainti To diversify your profitability multinationally
  66. 66. #multinationalSEO at #SMS2017 by @aleyda from @orainti Thank you! #multinationalSEO at #SMS2017 by @aleyda from @orainti

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