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The Need for Multilingual SEO

The need for multilingual SEO was presented at LocWorld 31 Dublin. It covers SEO and why a multi-language element must be included in your international marketing strategies.

I list out methodologies that work and show the key tools to help you to speed this process up.

#Locworld31

The Need for Multilingual SEO

  1. 1. @RichardMBrooks #LocWorld31 Engaging Global Customers The Need for Multilingual SEO The Need For Multilingual SEO Richard Brooks
  2. 2. @RichardMBrooks #LocWorld31 Download this slidedeck from here: http://tinyurl.com/MLSEO2016
  3. 3. @RichardMBrooks #LocWorld31 Why is SEO important?
  4. 4. @RichardMBrooks #LocWorld31 Search performed on 18th May from Milton Keynes UK * Source moz.com PAID ORGANIC 20% of clicks* 80% of clicks*
  5. 5. @RichardMBrooks #LocWorld31 Front page FT. 23rd September 2015. http://www.techinsider.io/google-charges-advertisers-for-robot-views-2015-9 http://www.glitch.news/2015-10-09-google-busted-for-fraud.html http://time.com/4060575/alphabet-google-dont-be-evil/
  6. 6. @RichardMBrooks #LocWorld31 Data Source: Chitika.com
  7. 7. @RichardMBrooks #LocWorld31 Data Source: Chitika.com
  8. 8. @RichardMBrooks #LocWorld31 “The best place to hide a dead body is on the 2nd page of the search results.” - Tea Dietterich
  9. 9. @RichardMBrooks #LocWorld31 Evolution of Search 10000 BC 1000 BC 2007…1980s
  10. 10. @RichardMBrooks #LocWorld31 • Optimise pages • Beg for links • Anchor text • Use exact match domains • Worry about being too black hat • Concentrate on pagerank • Build relationships • Develop brands • Create interest • Structured Data • Engage on Social Media • Create unique content • Build equity for users • Still beg for links We’ve come from a world where we used to… … and now we.
  11. 11. @RichardMBrooks #LocWorld31 “The internet is not a friendly place. Things that don’t stay relevant don’t even get the luxury of leaving ruins. They disappear” http://benbarry.com/project/facebooks-little-red-book
  12. 12. @RichardMBrooks #LocWorld31 What is working towards? http://multivax.com/last_question.html Is it this?
  13. 13. @RichardMBrooks #LocWorld31
  14. 14. @RichardMBrooks #LocWorld31 Why Multilingual? (the whole world speaks English right?)
  15. 15. @RichardMBrooks #LocWorld31 PAGE 72
  16. 16. @RichardMBrooks #LocWorld31
  17. 17. @RichardMBrooks #LocWorld31
  18. 18. @RichardMBrooks #LocWorld31 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).
  19. 19. @RichardMBrooks #LocWorld31 Each colour represents a billion people
  20. 20. @RichardMBrooks #LocWorld31 More people live inside the circle than outside of it
  21. 21. @RichardMBrooks #LocWorld31 If everyone lived as densely as they do in Mumbai… … We’d all fit in Germany
  22. 22. THE NEED FOR MULTILINGUAL SEO | 22 @RichardMBrooks #LocWorld31 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.
  23. 23. THE NEED FOR MULTILINGUAL SEO | 23 @RichardMBrooks #LocWorld31 There are now approx 3.2 billion people online (which is about the same as the world population in 1962).
  24. 24. THE NEED FOR MULTILINGUAL SEO | 24 @RichardMBrooks #LocWorld31 More information is here… http://www.internetlivestats.com/internet-users-by-country/
  25. 25. THE NEED FOR MULTILINGUAL SEO | 25 @RichardMBrooks #LocWorld31 Add http://www.kpcb.com/internet-trends to your reading list.
  26. 26. THE NEED FOR MULTILINGUAL SEO | 26 @RichardMBrooks #LocWorld31 Do your own research: http://www.alexa.com/topsites/countries
  27. 27. THE NEED FOR MULTILINGUAL SEO | 27 @RichardMBrooks #LocWorld31 Rich’s 11 steps to ML SEO Heaven.
  28. 28. THE NEED FOR MULTILINGUAL SEO | 28 @RichardMBrooks #LocWorld31 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 1. Identify opportunity
  29. 29. THE NEED FOR MULTILINGUAL SEO | 29 @RichardMBrooks #LocWorld31 2. Internationalise Keywords
  30. 30. THE NEED FOR MULTILINGUAL SEO | 30 @RichardMBrooks #LocWorld31 English, who needs that? I'm never going to England!
  31. 31. THE NEED FOR MULTILINGUAL SEO | 31 @RichardMBrooks #LocWorld31
  32. 32. THE NEED FOR MULTILINGUAL SEO | 32 @RichardMBrooks #LocWorld31 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= 3. Do your maths, set SMART goals More ROI calcs at: http://www.optimizesmart.com/category/roi/ If you can’t get the numbers to work it might just be too early. Do consider buying the ccTLDs (blocks competition).
  33. 33. THE NEED FOR MULTILINGUAL SEO | 33 @RichardMBrooks #LocWorld31 4. Track Competitors & Landscape PEST 5 Forces RBV/VRIN Strategy Canvas Business Model Canvas Alexa/Ahrefs
  34. 34. THE NEED FOR MULTILINGUAL SEO | 34 @RichardMBrooks #LocWorld31 Look for international keywords with a high payout and low competition.
  35. 35. THE NEED FOR MULTILINGUAL SEO | 35 @RichardMBrooks #LocWorld31 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"
  36. 36. THE NEED FOR MULTILINGUAL SEO | 36 @RichardMBrooks #LocWorld31 ccTLDs, Subdomains or Subdirectories? 5. Set Domain Strategy ccTLDs www.domain.fr Subdomains fr.domain.com Subdirectories www.domain.com/fr • Obvious signal to search engines • Easiest way to rank locally • Expensive • Domain authority for each site • Less maintenance hours than ccTLDs • Weak signal to search engines • Local users prefer local domains • Easier to maintain than ccTLDs • Consolidates domain authority • Weak signal to search engines • Dilutes domain authority Pros Cons
  37. 37. THE NEED FOR MULTILINGUAL SEO | 37 @RichardMBrooks #LocWorld31 6. Localisation Strategy
  38. 38. THE NEED FOR MULTILINGUAL SEO | 38 @RichardMBrooks #LocWorld31 And it needs to be driven by your international keyword research. What should I translate?
  39. 39. THE NEED FOR MULTILINGUAL SEO | 39 @RichardMBrooks #LocWorld31 Can I use Google Translate?
  40. 40. THE NEED FOR MULTILINGUAL SEO | 40 @RichardMBrooks #LocWorld31 Source: https://support.google.com/webmasters/answer/182192?hl=en
  41. 41. THE NEED FOR MULTILINGUAL SEO | 41 @RichardMBrooks #LocWorld31 HREFLang
  42. 42. THE NEED FOR MULTILINGUAL SEO | 42 @RichardMBrooks #LocWorld31 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…
  43. 43. THE NEED FOR MULTILINGUAL SEO | 43 @RichardMBrooks #LocWorld31 You can tell Google (and Yandex) which version of your website to display in the search engine results for each region.
  44. 44. THE NEED FOR MULTILINGUAL SEO | 44 @RichardMBrooks #LocWorld31 Hreflang Tag Generator http://www.internationalseomap.com/hreflang-tags-generator/
  45. 45. THE NEED FOR MULTILINGUAL SEO | 45 @RichardMBrooks #LocWorld31 7. Tell the search engines
  46. 46. THE NEED FOR MULTILINGUAL SEO | 46 @RichardMBrooks #LocWorld31 8. Use Structure
  47. 47. THE NEED FOR MULTILINGUAL SEO | 47 @RichardMBrooks #LocWorld31 9. 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. Highlighted this because it’s the secret to life.
  48. 48. THE NEED FOR MULTILINGUAL SEO | 48 @RichardMBrooks #LocWorld31 10. 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.
  49. 49. THE NEED FOR MULTILINGUAL SEO | 49 @RichardMBrooks #LocWorld31 11. 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.
  50. 50. THE NEED FOR MULTILINGUAL SEO | 50 @RichardMBrooks #LocWorld31 Here’s one we made earlier (for London)…
  51. 51. @RichardMBrooks #LocWorld31 … US rankings climbing by accident
  52. 52. @RichardMBrooks #LocWorld31 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 Download this slidedeck from here: http://tinyurl.com/MLSEO2016 1 hour free consultancy for every audience member

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