The Key Ingredients for International SEO Success #MKTFest

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How to effectively achieve success in International Search Markets? Here you have the ingredients for your growth!

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The Key Ingredients for International SEO Success #MKTFest

  1. The Key Ingredients for International SEO Success in Competitive Countries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  2. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Ahoj Brno
  3. I SPEAK #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI I DO SEO ORAINTI.COM @ALEYDA I SHARE I WRITE I AM Ahoj Brno
  4. Finding the right ingredients to Conquer International Search Markets can be tough… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  5. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI But we have Google’s Best Practices Recipes don’t we? https://support.google.com/webmasters/answer/182192?hl=en
  6. Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  7. Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on your current configuration & your market search results & competitors
  8. How you do you connect with foreign users & compete with local brands? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  9. How you do you connect with foreign users & compete with local brands? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on the cultural preferences & characteristics of your audience & competitors
  10. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI How do you avoid ending up with too many international versions you can’t maintain?
  11. How do you avoid ending up with too many international versions you can’t maintain? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on the validation of each market potential and avoiding the non- viable ones
  12. How you do you rank in competitive markets if you’re starting from scratch? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  13. How you do you rank in competitive markets if you’re starting from scratch? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on your initial SEO status, your authority & how optimized your competitors are
  14. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Yikes! They’re not necessarily that helpful with your “personalized” needs
  15. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Stop acting like a COOK & become a CHEF, to create your own recipes… you need to know the ingredients well first though
  16. Let’s go through the main Ingredients to solve these issues by creating your own successful International SEO recipes #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  17. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Selecting The International Markets w/ the Highest Potential
  18. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Don’t rely exclusively in completely automatized tools to validate the potential of international markets UPS!
  19. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify the top country markets in your industry that you’re still not targeting & their search traffic share Use SimilarWeb
  20. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which countries have the highest search traffic volume? Which are the top keywords & competitors?
  21. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which of these are already being leveraged by your competitors? How are they performing for them?
  22. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You can use SEMrush, Sistrix or SearchMetrics alternatively to verify this too
  23. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … and how you’re already performing for these markets even if you’re still not targeting them? This will be your starting point
  24. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify the traffic trend, used devices, 
 ranked keywords, pages & conversion performance Use Google Analytics & Search Console
  25. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Expand the keywords with a research 
 to identify search patterns & opportunities Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends
  26. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Assess the Top International Country Markets with
 the identified data to prioritize them Other 
 Traffic 
 Drivers Seasonality & Trend Search Engines
 Devices Competitors Authority KeywordsOrganic 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
  27. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify if there’s enough organic search traffic to compensate profitable Web operations 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 =
  28. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Use the International ROI calculator to make it easier http://www.aleydasolis.com/en/ international-seo-tools/roi-calculator/
  29. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to make a decision regarding the 
 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 Buy & secure your ccTLDs for future activity For most important countries Create a pilot project prioritizing main pages Create custom alerts in GA
  30. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Say Goodbye to Non-Beneficial International Web Versions!
  31. Establishing in your selected markets with the right International targeting #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  32. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Should your target countries or languages with 
 your International Web Presence? 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 You can start with
  33. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Should your target countries or languages with 
 your International Web Presence? VS
  34. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI International Targeting Web Structure Alternatives FOR COUNTRY TARGETING ccTLDs www.yourbrand.es www.yourbrand.es/categoria-a/ Sub-directories www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ Sub-domains es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/ Sub-directories www.yourbrand.com/es/ www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/ FOR LANGUAGE TARGETING
  35. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI FOR COUNTRY TARGETING FOR LANGUAGE TARGETING * Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity * Require less technical resources * Require less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * More efforts to geolocate * Require more technical resources * Require more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * More efforts to geolocate * Require less technical resources * Require less efforts to grow popularity
 * Deeper url structure * More chances to get all versions penalized if something goes bad * Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites Sub-directories Sub-domains ccTLDs Sub-directories Sub-domains International Targeting Web Structure Alternatives
  36. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Be careful when “mixing” the different Web structures This is a subdomain, not really a ccTLD, doesn’t have its benefits and all the cons! Better to use linet.co.uk The additional /ru/ subdirectory is not needed if you’re already using a .ru ccTLD UPS!
  37. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Or overlapping them! Remember that “continent” 
 or “zone” targeting is not supported by Google This should be the general “Spanish” & “English” Language Target, not Latin America or Europe UPS!
  38. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s not recommended to use parameters for language or country targeting You’ll have issues to Geolocate UPS!
  39. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … as well as not recommended to use scripts & cookies to show all versions in the same URLs In Spanish In English UPS!
  40. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify which extensions are treated as generic https://support.google.com/webmasters/answer/1347922?hl=en
  41. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI If you’re using sub-directories or sub-domains to country target, register & geolocate in the Search Console This is only enabled for gTLDs not already geolocalized ccTLDs
  42. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Take into consideration which Web structures 
 are used by top sites in the market TRAVEL IN CZECH REPUBLIC TRAVEL IN THE UK Most of ccTLDs Most of gTLDs
  43. The extensions of pages ranking for the most popular terms in your international industries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI co.uk net co.uk com co.uk co.uk com co.uk com cz In certain countries a ccTLD & local IP will be much more important
  44. As well as their level of authority vs. yours #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  45. You can use these tools to verify international results #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  46. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI No more erroneous international target
  47. Successfully configuring your site to Rank for its Target #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  48. Localize your Web Content & Overall Web Experience with the Relevant Language & Targeted Keywords #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Meta Description URL Title Menu Currency Images H1 Content Don’t leave your URLs in English always, latinized languages if needed UPS!
  49. VS #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Remember that although language might be the 
 same terms could be different and should be localized In Argentina In Mexico Podés Creá Registrate Creá UPS!
  50. VS #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI In Japan In Spain Not only the content, but also the design; 
 based on local preferences. Like this…
  51. So if you have the exact same design you might want to analyze local competitors & audiences preferences #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI In Japan In Czech RepublicVS UPS!
  52. Native language is key for research, content development and on-going support #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  53. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You should also indicate your international targeting with the meta & html lang tag http://bit.ly/binglang
  54. As well as to specify them by implementing hreflang annotations in each one of your pages #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI http://bit.ly/hreflangannotations
  55. There are 3 ways to include it, but the best is directly into the HTML inside the <head> #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  56. But what if there are too many of them? Include only the necessary ones checking traffic misalignment #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Other countries organic search traffic & visibility in UK site
  57. Beware of including incorrect hreflang values… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s not “en-uk” but “en-gb” to specify English in the UK
  58. Mapping to non-existing or mistaken URLs… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI An absolute URL without the “http://“ An English value added to the Spanish Home Page Version
  59. Not mapping back between URLs… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI The English version home page points to the Brazilian one, but this doesn’t add its tags back
  60. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … And remember to be consistent with your targeting UPS!
  61. Avoid hreflang annotations issues by using the hreflang tag generator tool http://www.aleydasolis.com/en/international- seo-tools/hreflang-tags-generator/ #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  62. If you decide to add them in XML sitemaps use these generators to facilitate the implementation #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI http://bit.ly/hreflangsitemap Make Sure to Consolidate the XML sitemaps in one file to better monitor them
  63. Google Search Console will warn you about hreflang errors they identify #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  64. But you should directly validate their implementation by using an SEO crawler #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.screamingfrog.co.uk/seo-spider/
  65. Some of them directly verifies hreflang tags without requiring any further configuration onpage.org #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  66. Avoid automatic redirects based on user IP or browser language with potential crawling issues… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  67. …or backlash from your users from assuming too much #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  68. The same with intrusive pop-ups or overlays #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  69. It’s better to suggest the appropriate version to your users, in case they don’t land in it #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  70. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI No more non-relevant international Web versions!
  71. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Connecting & growing your authority with your international audience
  72. Identify the characteristics of the links & mentions you need to grow your authority vs. your competitors #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Popular Topics Traffic Channels Characteristics Audience share behavior & search seasonality Local Influencers & Top Referrers Popular Content Characteristics Local Competitor Authority Profile
  73. What’s the gap from an authority perspective with your international competitors? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI There are foreign markets where local & multinational players do not have a high level of authority (or optimization) necessarily, which you can profit from
  74. Identify your International audiences preferences: What content do they prefer? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.buzzsumo.com www.cognitiveseo.com
  75. Which are their favorite social networks and how do they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  76. Which other sites do they visit? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  77. Who are the influencers there to connect with 
 and how do they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  78. Which relevant & authoritative local sites could you outreach to collaborate? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.kerboo.com
  79. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.kerboo.com Which relevant & authoritative local sites could you outreach to collaborate?
  80. Identify seasonality, local festivities, news & trends that you can leverage #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  81. Use this to develop & promote your content & overall brand presence in the new markets #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  82. They can do it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  83. They can do it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  84. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Forget about low
 International Authority
  85. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to create your own successful International SEO Recipes with these ingredients
  86. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Díky! Dotazy?

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