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The Need for Multilingual SEO

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What’s the official language of the United States? It’s a trick question… there isn't an official one. Data from the 2015 US Census puts English in first place with Spanish second (up 200% to over 37 million native speakers since the last census). So even for the home US market, you’ll have linguistic considerations.

There are over 3 billion people online (40% of the world population, up from 1% in 1995). And it’s no surprise that the growth is coming from developing economies. This list shows the top ten countries currently online (screenshot from http://www.internetlivestats.com/internet-users/).

Published in: Marketing

The Need for Multilingual SEO

  1. 1. GAJAH ANNUAL REPORT 2015 | 1 The Need for Multilingual SEO Richard Brooks K International 2:00pm-2:45pm Friday, October 2, 2015 Information Development World 2015 SAN JOSE HILTON DOUBLETREE HOTEL
  2. 2. GAJAH ANNUAL REPORT 2015 | 2 DOWNLOAD THIS SLIDEDECK http://tinyurl.com/MLSEOIDW
  3. 3. HELLORichard Brooks. CEO K International @RichardMBrooks +441908557900 Richard.Brooks@K-International.com www.k-international.com
  4. 4. “oh… what languages do you speak”
  5. 5. I leave the translation to the clever people.
  6. 6. “so… you use robots to do the translation?”
  7. 7. C3PO doesn’t actually exist I am fluent in over six million forms of communication I’m being sarcastic…
  8. 8. “so… why can’t you just Google translate it?”
  9. 9. http://www.k-international.com/blog/google-translate/
  10. 10. THE NEED FOR ML SEO CHAPTER 1
  11. 11. Notice the time it took to shift to the west and time it will take to shift back to the east (actually at a speed of 140 kilometres a year, the fastest in history).
  12. 12. To download click here
  13. 13. PAGE 72
  14. 14. Each colour represents a billion people
  15. 15. More people live inside the circle than outside of it
  16. 16. If everyone lived as densely as they do in Mumbai… … We’d all fit in Germany
  17. 17. • High growth economies in the digital age imply they won’t go through the same growth curve as we did… it’ll be faster. • Technology, even innovation can be replicated. • Population size will become more important. • Developing economies will demand services faster than products. • Services such as; healthcare, financial, leisure, education will be imported in. • Talent will be drawn to the new economies. • Governance needs to improve quickly in the developing economies. What will these economies need?
  18. 18. “If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen!” Willy Brandt Former Chancellor of Germany
  19. 19. “If I’m selling to you, I speak your language. If I’m buying, then you need to speak German!” Willy Brandt Former Chancellor of Germany
  20. 20. THE NEED FOR MULTILINGUAL SEO | 25 What does this have to do with SEO?
  21. 21. THE NEED FOR MULTILINGUAL SEO | 26 40% of the world population has an internet connection today. From almost nothing in the early 90s the number of internet users increased tenfold from 1999 to 2013.
  22. 22. THE NEED FOR MULTILINGUAL SEO | 27 There are now approx 3.2 billion people online now (which is about the same as the world population in 1962). Love, love me do
  23. 23. THE NEED FOR MULTILINGUAL SEO | 28 The internet has made real what in the 1970's that visionary of the communications Marshall McLuhan (1911- 1980) called the "Global Village".
  24. 24. THE NEED FOR MULTILINGUAL SEO | 29 Source: Internet Live Stats (www.InternetLiveStats.com) #1 CHINA 641M 4% growth #2 USA 279M 7% growth #3 INDIA 243M 14% growth #4 JAPAN 109M 8% growth #5 BRAZIL 107M 7% growth
  25. 25. THE NEED FOR MULTILINGUAL SEO | 30 More information is here… http://www.internetlive stats.com/internet- users-by-country/
  26. 26. THE NEED FOR MULTILINGUAL SEO | 31 Do your own research: http://www.alexa.com/topsites/countries
  27. 27. THE NEED FOR MULTILINGUAL SEO | 32Source: U.S. Census Bureau, 2009 American Community Survey, C16005, “Nativity by Language Spoken at Home by Ability to Speak English for the Population 5 Years and Over,” , accessed January 2011. 55% of the population of San Jose over 5 years old speak a language other than English at home.
  28. 28. THE NEED FOR MULTILINGUAL SEO | 33 All SEO is Multilingual SEO
  29. 29. THE NEED FOR MULTILINGUAL SEO | 34 Sounds easy… just have to localize our SEO strategies
  30. 30. THE NEED FOR MULTILINGUAL SEO | 35 Almost…
  31. 31. ML SEO STRATEGIES CHAPTER 2
  32. 32. THE NEED FOR MULTILINGUAL SEO | 37 K-international.com Top ten cities 1. London 2. New Delhi 3. Sydney 4. New York 5. Melbourne 6. Samara 7. Brisbane 8. Moscow 9. Dublin 10.Singapore Ignore this Identify opportunity
  33. 33. THE NEED FOR MULTILINGUAL SEO | 38 International Keywords
  34. 34. THE NEED FOR MULTILINGUAL SEO | 39 English, who needs that? I'm never going to England!
  35. 35. THE NEED FOR MULTILINGUAL SEO | 40
  36. 36. THE NEED FOR MULTILINGUAL SEO | 41 Number of conversions for break even Cost of international web project Average conversion value= Number of visits for break even Number of conversions for break even Average conversion value= Work this out for each region More ROI calcs at: http://www.optimizesmart.com/category/roi/ If you can’t get the numbers to work it might just too early. Do consider buying the ccTLDs (blocks competition).
  37. 37. THE NEED FOR MULTILINGUAL SEO | 42 Track Competitors & Landscape PEST 5 Forces RBV/VRIN Strategy Canvas Business Model Canvas Alexa/Ahrefs
  38. 38. THE NEED FOR MULTILINGUAL SEO | 43 Look for international keywords with a high payout and low competition.
  39. 39. THE NEED FOR MULTILINGUAL SEO | 44 Put all the webpages in their own structure. Make sure they are all indexable in their own right. Don’t use cookies or scripts. "Om nom nom nom"
  40. 40. THE NEED FOR MULTILINGUAL SEO | 45 ccTLDs, Subdomains or Subdirectories? Domains ccTLDs www.domain.fr Subdomains fr.domain.com Subdirectories www.domain.com/fr
  41. 41. THE NEED FOR MULTILINGUAL SEO | 46 What should I translate?
  42. 42. THE NEED FOR MULTILINGUAL SEO | 47 And it needs to be driven by your international keyword research.
  43. 43. THE NEED FOR MULTILINGUAL SEO | 48 HREFLang
  44. 44. THE NEED FOR MULTILINGUAL SEO | 49 When websites serve users from around the world with content translated or targeted to users in a certain regions Google uses the rel="alternate" hreflang="x" attributes to serve the correct language or regional URL in the Search results. explains it as…
  45. 45. THE NEED FOR MULTILINGUAL SEO | 50 You can tell Google (and Yandex) which version of your website to display in the search engine results for each region.
  46. 46. THE NEED FOR MULTILINGUAL SEO | 51 Hreflang Tag Generator http://www.internationalseomap.com/hreflang-tags-generator/
  47. 47. THE NEED FOR MULTILINGUAL SEO | 52 Tell the search engines
  48. 48. THE NEED FOR MULTILINGUAL SEO | 53 Use Structure
  49. 49. MARKETING YOUR SITE CHAPTER 3
  50. 50. THE NEED FOR MULTILINGUAL SEO | 55 To make a good international marketing campaign great talk to your audience in their own language.
  51. 51. THE NEED FOR MULTILINGUAL SEO | 56 Find Influencers Here’s some tools to help. All have language/region support… https://moz.com/followerwonk/ http://topsy.com/ http://simplymeasured.com/ https://www.google.com/trends/ Create cool stuff they’ll love, talk to them in their own language, create a community, measure what works, improve, rinse and repeat.
  52. 52. THE NEED FOR MULTILINGUAL SEO | 57 Build Links Here’s some tools to help. All have language/region support… www.buzzstream.com/ https://www.google.co.uk/alerts http://cognitiveseo.com/ http://linkprospector.citationlabs.com/ Make yourself the same then different. Look at who and why people link to your competitors. Not all links are equal.
  53. 53. THE NEED FOR MULTILINGUAL SEO | 58 Measure Everything Here’s some tools to help. All have language/region support… https://www.awrcloud.com https://ahrefs.com (new feature… not used on a client project yet) http://www.semrush.com/ Every day. Look at the SERPs. Look what works. Give feedback to content creation/loc teams.
  54. 54. THE NEED FOR MULTILINGUAL SEO | 59
  55. 55. THE NEED FOR MULTILINGUAL SEO | 60
  56. 56. THE NEED FOR MULTILINGUAL SEO | 61 Analytics Others are available (for the paranoid) Whatever your choice, install it early and monitor everyday.
  57. 57. Richard Brooks uk.linkedin.com/in/richardbrooks twitter.com/@RichardMBrooks plus.google.com/+RichardBrooks_L10N 0044 1908 557900 Richard.Brooks@k-international.com www.k-international.com

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