The document discusses 7 common ways to fail at international SEO. These include launching in too many non-profitable markets, choosing the wrong international targeting for your business, not localizing international content, incorrectly setting hreflang annotations, choosing the wrong web structure for international markets, redirecting users automatically based on IP, and only relying on hreflang annotations to geolocate. The author provides tips to avoid each of these pitfalls and succeed with international SEO.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
What Makes your SEO Fail (and how to fix it) #BrightonSEO Aleyda Solís
In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham Br...BethBarnham1
In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022 SophieBrannon
Have you ever been handed a new client working agency-side or joined a new role in-house and need to put together the SEO strategy? Have you ever thought 'where the f**k do I even start?'. Then this deck is for you.
From getting started in search, to understanding where to take your strategy next, by the end of the session you will understand exactly what you need to know to make sure your SEO strategy is successful.
https://www.brightonseo.com/conference-talk/seo-strategy-where-the-fk-do-i-even-start/
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
What Makes your SEO Fail (and how to fix it) #BrightonSEO Aleyda Solís
In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham Br...BethBarnham1
In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022 SophieBrannon
Have you ever been handed a new client working agency-side or joined a new role in-house and need to put together the SEO strategy? Have you ever thought 'where the f**k do I even start?'. Then this deck is for you.
From getting started in search, to understanding where to take your strategy next, by the end of the session you will understand exactly what you need to know to make sure your SEO strategy is successful.
https://www.brightonseo.com/conference-talk/seo-strategy-where-the-fk-do-i-even-start/
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
How to Grow your Organic Search Traffic in International Markets #ConnectaBernAleyda Solís
Learn how to make the most out of international SEO to grow your organic search results and profits from international markets: criteria, do's and dont's, tools and more.
International SEO for E-Commerce Websites #SEJLive #SEJeSummitAleyda Solís
How to optimize your online store to rank and sell abroad? I go through the main challenges to optimize your site for international markets, giving insights about the top ecommerce platforms: Shopify, Woocommerce, Magento.
Growing your Search Results in International Markets at #inbound18Aleyda Solís
How to develop a successful international SEO process while avoiding the most common issues? Take a look at this presentation with the steps, criteria and tools to follow and use!
Cost Effective Multilingual Content Optimization in An International SEO ProcessAleyda Solís
How to optimize your content in an international / Multilingual SEO process? Take a look at the criteria to take into consideration and tips to maximize results.
At the 2015 MnSearch Summit, Aleyda Solis delivered a great presentation titled "How to Effectively Establish & Run a Successful International Digital Marketing Strategy".
Estudio34 Presents - Aleyda Solis en Brighton SEO 2013 International SEOWilliam Renedo
Aleyda no falló en explicar las tareas más cruciales de pensar a nivel global y enfocar tu seo internacional.
Considera:
Que dice analytics;
De donde Vienen (países, idiomas, palabras clave y páginas visitadas)
Tu Presupuesto por mercado puede ayudar a definir estrategia (local TLD o Subdirectorio?)
Y como no MediaFlow’s HrefLang Sitemap Creator.
How to Succeed at Real International SEO Scenarios - #SearchLove London Aleyda Solís
International SEO presentation at SearchLove London with three of the most common International SEO challenges, learnings, actions to take and tools to use to overcome them.
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...Aleyda Solís
Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:
* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeachAleyda Solís
Aprende a gestionar proyectos SEO complejos de forma exitosa siguiendo principios de gestión de proyectos:
1. Influenciando para obtener apoyo a actividades SEO
2. Rapidez y agilidad para ejecutar y aprovechar oportunidades
3. Ejecutando de forma efectiva y consistente para construir en vez de cazar errores
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejosAleyda Solís
¿Cómo alcanzar el éxito SEO en entornos complejos? En esta presentación comparto métodos, flujos de trabajo y criterios a tomar en cuenta al gestionar el proceso SEO para alcanzar resultados.
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetupAleyda Solís
In this presentation I go through the main challenges when becoming a remote based SEO professional, and how to overcome them when working as a consultant.
SEO Internacional: Acciones a Priorizar y Errores a Evitar #3HorasDeSEOAleyda Solís
¿Cómo sacar el máximo provecho al SEO internacional evitando errores comunes y maximizando resultados? En esta presentación comparto criterios, pasos y herramientas a usar.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
7 Ways Not to Fail at
International SEO
2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
* I’m Aleyda Solis SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
I’m Aleyda Solis, SEO Consultant
& Founder at Orainti
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Targeting
International
markets can be a
great way to scale
your business
online
4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
However,
ranking across
competitive
industries in
international
markets can be
tough
5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
There are very common well known challenges
that are critical to avoid to not fail in the process
LAUNCHING IN
TOO MANY,
NON-
PROFITABLE
MARKETS
CHOOSING
THE WRONG
INTL
TARGETING
FOR YOUR
BUSINESS
NOT
LOCALIZING
YOUR
INTERNATION
AL CONTENT
INCORRECTLY
SETTING
HREFLANG
ANNOTATIONS
CHOOSING
THE WRONG
WEB
STRUCTURE
FOR YOUR
INTL MARKETS
REDIRECTING
USERS (AND
BOTS)
AUTOMATICAL
LY BASED ON
THEIR IP
ONLY RELYING
ON HREFLANG
ANNOTATIONS
TO
GEOLOCATE
6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
1. Launching in too
many non-profitable
markets
7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
You don’t need to target *all* international markets
just because your industry leaders are doing it so
8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Or enabling all language versions for every country you
target since most won’t bring meaningful search traffic
9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
This is how you end up having this too very common
problem when doing International SEO
“I don’t have enough resources to localize
and optimize for all the markets”
- Someone who enabled too many international Web versions
10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Validate your starting point, market search potential
as well as the relevance from a business standpoint
COUNTRY AND
LANGUAGE
CURRENT
ORGANIC
SEARCH
TRAFFIC
SEARCH
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE
USED
CAPACITY TO
PERFORM
BUSINESS
OTHER
TRAFFIC
DRIVES
Canada in
English
300 per month High
2,000,000 searches
per month
Positive Google High Affiliate
USA in English 500 per month Medium
3,000,000 searches
per month
Negative Google Medium
Social
Affiliate
USA in Spanish 200 per month Medium
2,500,000 searches
per month
Positive Google Low
Social
Affiliate
… … … … … … … …
11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Assess if there’s a minimum of search traffic potential
for profitability using current conversions data
https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
2. Choosing the wrong
international targeting
for your business
13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
Google supports language and country targeting,
but not “continent level” one
14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
What countries
should this EU
version in English
target if there’s
already a UK
version in
English?
If you use a .eu version you will have a harder time
geolocating it and end up running into duplication issues
15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Yes No
Yes No
IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS?
COUNTRY TARGETING LANGUAGE TARGETING
IS THERE ENOUGH TRAFFIC & CONVERSIONS TO
TARGET EACH COUNTRY?
An online
shop will
likely be
country
targeted
It’s critical to correctly identify your international
targeting, to make *everything else* consistent
A Tech blog
will likely
language
target
16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Search demand behavior should be identified and
*compared* per market to assess similarities/differences
17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
brand.eu/es-es/
brand.eu/fr-fr/
brand.eu/de-de/
brand.eu vs
If you really need to use .eu domains, use them as if they
were gTLDs, with country folders/subdomains with them
19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
3. Choosing the wrong
Web structure for your
International Markets
20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Many Internationally
targeted sites are
held back
by their
international Web
structure, since all
have pro’s and con’s
https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
No
Yes
Is the language of
the new market
different than the
one of your
current site?
Is the audience
purchase/search
behavior/preferences
(terms,
trends/seasonality,
etc.) of the new
market different than
the current one?
No
No
Is your site product
offering going to be
very different for the
new market
(availability,
conditions, pricing,
etc.)?
YOU MIGHT NOT NEED A
DIFFERENTIATED WEB
STRUCTURE FOR YOUR NEW
MARKET
YOU NEED A
DIFFERENTIATED/NEW
INTERNATIONAL WEB STRUCTURE
FOR YOUR NEW MARKET
Yes
Yes
Check first if you really need a new/differentiated Web
structure to target your new international markets
22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Not the best to
scale targeting
multilingual or
localized
search
potential
Good first step
for
international
shopping
support
For example, SoleRebels supports international shipping
& multi-currency w/ the same URL structure
23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Depending on industry/biz model & language variation,
you might prefer to language rather than country target
24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Are your top
competitors in
new target
markets using
ccTLDs?
Yes
Yes
USE A NEW
CCTLD FOR THE
NEW COUNTRY
MARKET
No
No
USE GEOLOCALIZED
SUBDIRECTORIES IN
YOUR CURRENT GTLD. IF
YOU CAN’T, USE
SUBDOMAINS IN
CURRENT GTLD.
You’re using a ccTLD
You’re using a gTLD Are you using
a gTLD or
ccTLD for
your existing
market?
Yes
Yes
No
No
USE GEOLOCALIZED
SUBDIRECTORIES IN A
NEW GTLD. IF YOU
CAN’T, USE
SUBDOMAINS IN NEW
GTLD.
Is the
popularity/authorit
y of your
competition very
high/well
established?
Are your top
competitors in
new target
markets using
ccTLDs?
Is the
popularity/authori
ty of your
competition very
high/well
established?
USE A NEW
CCTLD FOR THE
NEW COUNTRY
MARKET
If you need a differentiated Web structure to target a new
country, what should be it?
25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
JS Sports target countries via ccTLDs, which
are by default geolocated to each country
27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Avoid migrating your already established market when
targeting a new one, do it only if really necessary
.com/uk/
.co.uk
.com/us/
.com/au/
.co.uk
.com
.com/au/
.com/us/
or
Don’t Do
28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
It’s also critical to be consistent with the Web
structure referring the user to the relevant URL
29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
4. Not Localizing
your International
Content
30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Going native can
make or break
global sales and
your international
site rankings!
https://www.shopify.com/enterprise/international-ecommerce-issues
31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
The localization of your content is key to connect with
your international audience preferences/behavior
32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Overlooking it will give a bad search and user experience,
negatively impacting rankings and CTR
33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
The goal is to
localize the
different user
facing areas and
indexable
content of the
site
34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
While taking into consideration each market search behavior
for each version content optimization
35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
It’s about having an iterative/incremental approach,
from translation to localization up to transcreation
36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Establishing multi-country patterns to generate
the main content elements for each page type
37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
5. Redirecting your
users (and bots)
automatically based
on IPs locations
38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Whatever the
international Web
structure, avoid
automatic redirects
based on the IP
location
39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Automatic
redirects can
harm crawlability
of some of your
international Web
versions
https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Suggest the
relevant Intl Web
version instead,
and save the
value to redirect
the user based on
saved preference
41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Always allow the user to switch (and the bot to find your
alternate versions) too with a crawlable navigation
42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
6. Incorrectly Setting
Hreflang annotations
43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Hreflang provide a method to signal Google about each
page and their alternates language & country target
44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
It tends to be complex to implement since pages need
to self-refer and then refer to each other
45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
It’s not only complex but also Google has deprecated
the hreflang report from Search Console
47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Most hreflang
implementation
issues happen
because we add
them to all pages,
we shouldn’t
48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Focus on those that have misalignment issues, ranking
in non-relevant markets and indexable alternates
49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Google.com for “womens socks” Google.co.uk for “womens socks”
<link rel="alternate" href="https://shop.lululemon.com/c/women-socks/_/N-8rc" hreflang="en-us" />
<link rel="alternate" href="https://www.lululemon.co.uk/en-gb/c/womens/socks" hreflang="en-gb" />
For those hreflang that you actually need, only map the
alternate pages with the issues, rather than all versions
50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Use internationalization tools that automate
the hreflang implementation process
Weglot Hreflang Builder Hreflang Tags Generator
51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Validate Hreflang with SEO crawlers before/after release
and monitor in real time with SEO monitoring tools
Screaming Frog
ContentKing
52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
7. Only relying on
hreflang annotations
to geolocate
53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
● ccTLDs
● Country in metadata
● Country, Address and Phone
numbers in pages copy
● Local language & currency
● Backlinks from local sites
● Connected Business Profile
● Hreflang specifying
alternates from stronger
same language country
version
Well aligned ccTLD Not Well aligned ccTLD
There are many more geolocation signals, which should
be as aligned as possible for consistent geolocation
54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
● ccTLDs
● Country in metadata
● Country, Address and Phone
numbers in pages copy
● Local language & currency
● Backlinks from local sites
● Connected Business Profile
● Hreflang specifying
alternates from stronger
same language country
version
Well aligned gTLDs
This is also applicable to subdirectories/subdomains
under gTLDs, and not only to ccTLDs too!
55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
By doing all of these activities is how you will avoid
these very common challenges and maximize success
LAUNCHING IN
TOO MANY,
NON-
PROFITABLE
MARKETS
CHOOSING
THE WRONG
INTL
TARGETING
FOR YOUR
BUSINESS
NOT
LOCALIZING
YOUR
INTERNATION
AL CONTENT
INCORRECTLY
SETTING
HREFLANG
ANNOTATIONS
CHOOSING
THE WRONG
WEB
STRUCTURE
FOR YOUR
INTL MARKETS
REDIRECTING
USERS (AND
BOTS)
AUTOMATICAL
LY BASED ON
THEIR IP
ONLY RELYING
ON HREFLANG
ANNOTATIONS
TO
GEOLOCATE
56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
* I’m Aleyda Solis SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
I’m Aleyda Solis, SEO Consultant
& Founder at Orainti
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI