The document discusses the four pillars of international search success: technology, operations, content, and localization. It emphasizes the importance of the right technology, such as implementing hreflang, global site tag, and ensuring speed and accessibility across markets. For operations, it stresses the need for regular audits and monitoring, guidance for teams, and empowering teams. Regarding content, it highlights that keyword research alone is not enough and that localized market research is required. For localization, it recommends transcreating content rather than direct translations, using translation memory technology, and focusing on three content funnels.
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Where most people go wrong
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Organic visibility
UK HK FR
Underperforming in certain markets
because of buy in & operational flaws
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Thinking you’re too big to be affected
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-$30M from neglecting a SEO recommendation & not
investing in the technology to make the change possible
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Thinking cross market ranking isn’t a big issue
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100,000 visits
Let’s assume you’re sending
100,000 visits to the wrong
website over the course of a
year because your French
website ranks in
Switzerland.
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Thinking cross market ranking isn’t a big issue
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100,000 visits
80% of these people bounce
& go elsewhere because the
website isn’t fit for their
market
80% bounce
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Thinking cross market ranking isn’t a big issue
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100,000 visits
Now let’s assume the
conversion rate & AOV of
your CH site is 2% and £100
80% bounce
2%
£100
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Thinking cross market ranking isn’t a big issue
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Without even considering the missed opportunity from;
• Better quality signals
• Local links/shares
• Reviews
-£160,000 in revenue
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3 Key International SEO Tech Factors
Hreflang
Validate all reciprocal
links
Validate all country-
language ISO codes
Targeting
<link rel="alternate" hreflang="es" href="http://es.example.com/" />
• Language
• Language & Country
• Country
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3 Key International SEO Tech Factors
GWT
Set up profiles for each
cctld/subdomain/subdir
ectory and set country
targets
Targeting
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3 Key International SEO Tech Factors
Speed/Accessibility
Use a CDN
Account for exceptions e.g.
China will require a cctld & local
host
Mobile first
Reduce page load times as
much as possible
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3 Key International SEO Tech Factors
Structure
Language Country
Sub Directory
Sub Domains
Cc tld
Sub Directory
Sub Domains
Keep URL structure relational across markets
Don’t cross
sub
directories
with geo
targeted cctld
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Regular Audits
• Crawl Weekly
• Crawl Staging Environments
Before Release
• Feedback to devs
constantly!
• Log file analysis
• Global Ranking Reports
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Key area’s to look for changes in
• Cross Linking
• IA
• Meta Data
• Crawl Errors
• Alien rankings
If you’re using ccTLD’s
If you’re using sub
directories & ccTLD’s
Create lost revenue
attribution based on
the user behaviour of
the traffic this brings
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Monitor Monitor Monitor
Custom Crawlers
Use monitoring tools to tell you what’s
changed on a daily/weekly basis
Develop your own to suit your needs
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Not just on page, off page & analytics too!
Set up alerts in GA for traffic
from alien geo’s
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Not just on page, off page & analytics too!
Monitor all your markets for sudden changes in links
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Use Google Tag Manager
Implement Mark Up with JSON-LD
Track All on page interactions
Version Control
Use loads of pre built tags from industry
leaders
Test tracking before going live
Apply schema to new local
office pages set up in HK
Set up scroll tracking on
your creative content in CH
Nothing beats a safety net
Roll out new optimizely tags
in IE
Ensure data accuracy
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Make sure you’re using these useful tools
http://adaptworldwide.com/hreflang-checker
http://www.isearchfrom.com
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Scalability – Being
able to roll out
strategies to all
markets
Operational – Getting
the most out of a
global team
Efficiency – making
actionable change
quickly
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Guidance is key
55
1. Create templates for all your processes
2. Ensure you’ve got material to distribute as you grow into new
markets so that everyone is working to the same structure
3. Standardise everything against an EN master
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One Glove Doesn’t Fit All - Trends
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Relational Search Trends for Spiralizers
UK US
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It’s more than just keyword research
Market researchKeyword Research
• Keywords
• Trends
• Keywords
• Trends
• Competitor performance
• Content Type
• Social Performance
• Content length at page level
More Data = Better Decisions
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In facts let’s just call it localised market
research
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UK
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Links
Shares Shares
Links
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Add data layers
Extract Competitor data through Screaming Frog
Extract Competitor Share Data at a URL level
through the shared count API & google docs