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#internationalseo at #smconnect by @aleyda
Your guide to conquer the search world
INTERNATIONAL SEO
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda#internationalstrategy for #mnsummit by @aleyda from @orainti
Ciao #SMConnect
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda#internationalseo at #smconnect by @aleyda
I DO INTERNATIONAL SEO
ME TOO
#internationalseo at #smconnect by @aleyda
GOING INTERNATIONAL MIGHT BE KEY TO EXPAND
YOUR SEARCH GROWTH BUT CAN BE COMPLEX
#internationalseo at #smconnect by @aleyda
#internationalseo at #smconnect by @aleyda
WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET 

& WITH WHICH CONFIGURATION?
#internationalseo at #smconnect by @aleyda
HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?
#internationalseo at #smconnect by @aleyda
HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS
& ESTABLISHED MULTINATIONALS FROM SCRATCH?
This is your site
#internationalseo at #smconnect by @aleyda
HOW DO YOU CONFIGURE THEM ALL TO AVOID
MISALIGNMENT ISSUES?
#internationalseo at #smconnect by @aleyda
A PROCESS IS NEEDED TO AVOID THEM
MARKET
POTENTIAL
VALIDATION
TARGETING
SELECTION
CONFIGURATI
ON &
DEVELOPMENT
PROMOTION &
CONNECTION
1 2 3 4
#internationalseo at #smconnect by @aleyda
THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB
PRESENCE & SEO EFFORTS SUCCESSFUL
ROI > COSTS
#internationalseo at #smconnect by @aleyda
1
START BY VALIDATING THE POTENTIAL TRAFFIC &
PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
#internationalseo at #smconnect by @aleyda
IDENTIFY YOUR CURRENT SITE BEST 

PERFORMING COUNTRIES AND LANGUAGES
which are the top countries & languages
from a traffic & conversions perspective?
#internationalseo at #smconnect by @aleyda
HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC
COMES FROM ORGANIC SEARCH RESULTS ALREADY?
#internationalseo at #smconnect by @aleyda
AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY 

PER COUNTRY
#internationalseo at #smconnect by @aleyda
CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL
MARKETS FOR YOUR COMPETITORS
USE
SIMILARWEB
#internationalseo at #smconnect by @aleyda
AND THE OVERALL TOP COUNTRY MARKETS 

FOR YOUR INDUSTRY
#internationalseo at #smconnect by @aleyda
CHOOSE THOSE TOP INTERNATIONAL 

COUNTRY & LANGUAGE MARKETS TO ASSESS
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
#internationalseo at #smconnect by @aleyda
IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH
COUNTRY
#internationalseo at #smconnect by @aleyda
YOUR MOBILE TRAFFIC, SEASONALITY & TREND
#internationalseo at #smconnect by @aleyda
… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!
USE SEMRUSH,
SISTRIX,
SEARCHMETRICS
#internationalseo at #smconnect by @aleyda
DO A KEYWORD & COMPETITION RESEARCH FOR THEM
Use
KeywordTool.io &
KWFinder along
Google’s tools to
validate volume &
trends
#internationalseo at #smconnect by @aleyda
IDENTIFY DIRECTLY IF THERE ARE BIG MISSED
OPPORTUNITIES
USE SISTRIX
#internationalseo at #smconnect by @aleyda
USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS
& NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS
#internationalseo at #smconnect by @aleyda
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
=
#internationalseo at #smconnect by @aleyda
USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT
EVEN EASIER
http://www.aleydasolis.com/en/
international-seo-tools/roi-calculator/
#internationalseo at #smconnect by @aleyda
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
custom 

alerts
in GA
Create a
pilot project
prioritizing
main pages
#internationalseo at #smconnect by @aleyda
NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS
TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
#internationalseo at #smconnect by @aleyda
IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING
“TOO MANY VERSIONS YOU CAN’T SUPPORT”
#internationalseo at #smconnect by @aleyda
2
ESTABLISH YOUR INTERNATIONAL TARGETING & 

OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT
#internationalseo at #smconnect by @aleyda
SHOULD YOU TARGET COUNTRIES OR LANGUAGES 

WITH YOUR 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
#internationalseo at #smconnect by @aleyda
HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE
VS
#internationalseo at #smconnect by @aleyda
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE
ACCORDING TO YOUR TARGETING & COMPETITORS
ccTLDs
Sub-Directories
Sub-Domains
#internationalseo at #smconnect by @aleyda
WARNING! DON’T USE PARAMETERS TO ENABLE THEM
#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
#internationalseo at #smconnect by @aleyda
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
#internationalseo at #smconnect by @aleyda
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/
#internationalseo at #smconnect by @aleyda
* 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
ccTLDs
Sub-directories
Sub-domains
FOR COUNTRY TARGETING
#internationalseo at #smconnect by @aleyda
VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC
https://support.google.com/webmasters/answer/1347922?hl=en
#internationalseo at #smconnect by @aleyda
IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO
COUNTRY TARGET, REGISTER & GEOLOCATE THEM
#internationalseo at #smconnect by @aleyda
FOR LANGUAGE TARGETING
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
#internationalseo at #smconnect by @aleyda
FOR LANGUAGE TARGETING
* 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
#internationalseo at #smconnect by @aleyda
FOR EXAMPLE
#internationalseo at #smconnect by @aleyda
BESIDES WEB STRUCTURES PROS & CONS: 

WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET?
#internationalseo at #smconnect by @aleyda
THE EXTENSIONS OF PAGES RANKING FOR THE MOST 

POPULAR TERMS IN YOUR INTERNATIONAL INDUSTRIES
In certain
countries
like China,
a ccTLD &
local IP will
be much
more
important
#internationalseo at #smconnect by @aleyda
AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS
#internationalseo at #smconnect by @aleyda
USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP
STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS
#internationalseo at #smconnect by @aleyda
IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS
ALREADY: HOW EXTENSIONS USAGE AFFECT CTR?
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO
PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE
High Authority Domains with a Mix of ccTLDs & gTLDs?
Start with a sub-directory in your current gTLD that
you can later migrate to ccTLD
#internationalseo at #smconnect by @aleyda
SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO
PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE
Using a gTLD for your Italian version & want to enable
an English one?
If you want to prioritize your English market in the
future, migrate it to the root & take Italian to sub-
directory or ccTLD
#internationalseo at #smconnect by @aleyda
3
CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE
TARGETING
#internationalseo at #smconnect by @aleyda
ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST 

TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE
#internationalseo at #smconnect by @aleyda
1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images ALT description
LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE
WITH THE TARGETED KEYWORDS & PRODUCTS
#internationalseo at #smconnect by @aleyda
EVEN IF THEY’RE IN THE SAME LANGUAGE
#internationalseo at #smconnect by @aleyda
ALSO FROM A DESIGN & BRANDING PERSPECTIVE
VS
#internationalseo at #smconnect by @aleyda
AS WELL AS INDICATING YOUR INTERNATIONAL
TARGETING WITH THE META AND HTML LANG TAG
http://bit.ly/binglang
#internationalseo at #smconnect by @aleyda
WITH HREFLANG ANNOTATIONS, SPECIFYING EACH
PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES
http://bit.ly/googlehreflang
#internationalseo at #smconnect by @aleyda
THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA
OF THE HTML
#internationalseo at #smconnect by @aleyda
… IF YOU WANT TO AVOID THIS, THEN ONLY ADD
THOSE THAT ARE REALLY NECESSARY
#internationalseo at #smconnect by @aleyda
BE CAREFUL WITH USING INCORRECT VALUES
#internationalseo at #smconnect by @aleyda
INCLUDING NON-RELEVANT OR MISTAKEN URLS
#internationalseo at #smconnect by @aleyda
OR NOT ADDING THE RETURN TAGS
#internationalseo at #smconnect by @aleyda
USE THE HREFLANG GENERATOR BASED ON GOOGLE
SPECIFICATION TO AVOID HREFLANG ERRORS
http://www.aleydasolis.com/en/international-
seo-tools/hreflang-tags-generator/
#internationalseo at #smconnect by @aleyda
http://bit.ly/hreflangsitemap
YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS…
BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML
MAKE SURE
TO
CONSOLIDAT
E XML
SITEMAPS TO
BETTER
MONITOR
THEM
#internationalseo at #smconnect by @aleyda
GOOGLE WEBMASTER TOOLS WILL WARN 

ABOUT SOME OF THEM
#internationalseo at #smconnect by @aleyda
www.screamingfrog.co.uk/seo-spider/
BUT YOU SHOULD VALIDATE YOURSELF BY USING 

AN SEO CRAWLER THOUGH
#internationalseo at #smconnect by @aleyda
onpage.org
ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL 

& TRANSLATION REPORT
#internationalseo at #smconnect by @aleyda
DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE
OF IDNS & NON-LATIN CHARACTERS IN URLS
Use
latinized
URLs for
Russian &
Chinese
#internationalseo at #smconnect by @aleyda
BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR 

USERS INTERNATIONAL TARGETING THOUGH…
#internationalseo at #smconnect by @aleyda
IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS;
OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS
#internationalseo at #smconnect by @aleyda
REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & 

MIGHT CAUSE CRAWLING ISSUES TOO
#internationalseo at #smconnect by @aleyda
IF YOU IMPLEMENT THESE CONFIGURATION, 

YOU’LL AVOID MISTARGETING YOUR USERS
#internationalseo at #smconnect by @aleyda
4
UNDERSTAND & INCREASE YOUR POPULARITY 

AMONG YOUR INTERNATIONAL AUDIENCE
#internationalseo at #smconnect by @aleyda
START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL
TRAFFIC SOURCES & REFERRERS
#internationalseo at #smconnect by @aleyda
WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF
YOUR COMPETITORS…
#internationalseo at #smconnect by @aleyda
THE MOST POPULAR AND HIGHLY SHARED TOPICS,
IDENTIFYING WHERE AND WHO SHARED THEM
#internationalseo at #smconnect by @aleyda
AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK
#internationalseo at #smconnect by @aleyda
WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT
YOU CAN OUTREACH PER COUNTRY & LANGUAGE
#internationalseo at #smconnect by @aleyda
USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS &
(LOW-COST) PR FIRMS TO CONNECT
#internationalseo at #smconnect by @aleyda
POPULAR
TOPICS &
KEYWORDS
TRAFFIC
CHANNELS
CHARACTERISTICS
AUDIENCE SHARE
AND SEARCH
BEHAVIOR
LOCAL
INFLUENCERS
& TOP
REFERRERS
WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL &
LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS
POPULAR
CONTENT
CHARACTERISTICS
LOCAL
COMPETITORS
PROFILE
#internationalseo at #smconnect by @aleyda
MAKING THE MOST OUT OF LOCAL ACTIVITIES 

& CULTURAL NUANCES
#internationalseo at #smconnect by @aleyda
AND CONNECT WITH THE LOCAL AUDIENCE
#internationalseo at #smconnect by @aleyda
NOT ALL RESULTS WILL BE THE SAME, BUT YOU DON’T NEED
THEM TO BE THE SAME!
A total of 46 links have been built as follows:
•  41 Links from .com to .co.uk link reclamation
•  2 Links from UK Relevant Directories
•  2 Links from 404 link Update
•  1 Link from Sponsorship
in the uk in Germany
A total of 20 links have been built:
•  9 Links from .com to .de link reclamation
•  7 Links from German Relevant Directories
•  3 Links from 404 link Update
•  1 Link from Educational Resources
in france
A total of 8 links have been built from the
following strategies:
•  1 Link from .com to .fr link reclamation
•  3 Links from French Relevant Directories
•  4 Links from Educational Resources
#internationalseo at #smconnect by @aleyda
REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … 

IS BECOMING A REAL LOCAL AUTHORITY
#internationalseo at #smconnect by @aleyda
THANKS! DO YOU HAVE ANY QUESTIONS?
NOW IS YOUR TIME

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Conquering International Search Markets: #InternationalSEO at #SMConnect

  • 1. #internationalseo at #smconnect by @aleyda Your guide to conquer the search world INTERNATIONAL SEO #internationalseo at #smconnect by @aleyda
  • 2. #internationalseo at #smconnect by @aleyda#internationalstrategy for #mnsummit by @aleyda from @orainti Ciao #SMConnect #internationalseo at #smconnect by @aleyda
  • 3. #internationalseo at #smconnect by @aleyda SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO I’M ALEYDA SOLIS #internationalseo at #smconnect by @aleyda
  • 4. #internationalseo at #smconnect by @aleyda#internationalseo at #smconnect by @aleyda I DO INTERNATIONAL SEO ME TOO
  • 5. #internationalseo at #smconnect by @aleyda GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR SEARCH GROWTH BUT CAN BE COMPLEX #internationalseo at #smconnect by @aleyda
  • 6. #internationalseo at #smconnect by @aleyda WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET 
 & WITH WHICH CONFIGURATION?
  • 7. #internationalseo at #smconnect by @aleyda HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?
  • 8. #internationalseo at #smconnect by @aleyda HOW DO YOU COMPETE WITH HIGH AUTHORITY LOCALS & ESTABLISHED MULTINATIONALS FROM SCRATCH? This is your site
  • 9. #internationalseo at #smconnect by @aleyda HOW DO YOU CONFIGURE THEM ALL TO AVOID MISALIGNMENT ISSUES?
  • 10. #internationalseo at #smconnect by @aleyda A PROCESS IS NEEDED TO AVOID THEM MARKET POTENTIAL VALIDATION TARGETING SELECTION CONFIGURATI ON & DEVELOPMENT PROMOTION & CONNECTION 1 2 3 4
  • 11. #internationalseo at #smconnect by @aleyda THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE & SEO EFFORTS SUCCESSFUL ROI > COSTS
  • 12. #internationalseo at #smconnect by @aleyda 1 START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
  • 13. #internationalseo at #smconnect by @aleyda IDENTIFY YOUR CURRENT SITE BEST 
 PERFORMING COUNTRIES AND LANGUAGES which are the top countries & languages from a traffic & conversions perspective?
  • 14. #internationalseo at #smconnect by @aleyda HOW MUCH OF YOUR THE INTERNATIONAL TRAFFIC COMES FROM ORGANIC SEARCH RESULTS ALREADY?
  • 15. #internationalseo at #smconnect by @aleyda AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY 
 PER COUNTRY
  • 16. #internationalseo at #smconnect by @aleyda CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS USE SIMILARWEB
  • 17. #internationalseo at #smconnect by @aleyda AND THE OVERALL TOP COUNTRY MARKETS 
 FOR YOUR INDUSTRY
  • 18. #internationalseo at #smconnect by @aleyda CHOOSE THOSE TOP INTERNATIONAL 
 COUNTRY & LANGUAGE MARKETS TO ASSESS 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
  • 19. #internationalseo at #smconnect by @aleyda IDENTIFY THE POTENTIAL ORGANIC SEARCH FOR EACH COUNTRY
  • 20. #internationalseo at #smconnect by @aleyda YOUR MOBILE TRAFFIC, SEASONALITY & TREND
  • 21. #internationalseo at #smconnect by @aleyda … THE MORE SOURCES YOU USE TO VALIDATE, THE BEST! USE SEMRUSH, SISTRIX, SEARCHMETRICS
  • 22. #internationalseo at #smconnect by @aleyda DO A KEYWORD & COMPETITION RESEARCH FOR THEM Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends
  • 23. #internationalseo at #smconnect by @aleyda IDENTIFY DIRECTLY IF THERE ARE BIG MISSED OPPORTUNITIES USE SISTRIX
  • 24. #internationalseo at #smconnect by @aleyda USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS & NATIVE SPECIALIZED SPEAKERS TO DO THE ANALYSIS
  • 25. #internationalseo at #smconnect by @aleyda 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 =
  • 26. #internationalseo at #smconnect by @aleyda USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT EVEN EASIER http://www.aleydasolis.com/en/ international-seo-tools/roi-calculator/
  • 27. #internationalseo at #smconnect by @aleyda 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 custom 
 alerts in GA Create a pilot project prioritizing main pages
  • 28. #internationalseo at #smconnect by @aleyda NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
  • 29. #internationalseo at #smconnect by @aleyda IF YOU FOLLOW THIS CRITERIA YOU WILL AVOID HAVING “TOO MANY VERSIONS YOU CAN’T SUPPORT”
  • 30. #internationalseo at #smconnect by @aleyda 2 ESTABLISH YOUR INTERNATIONAL TARGETING & 
 OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT
  • 31. #internationalseo at #smconnect by @aleyda SHOULD YOU TARGET COUNTRIES OR LANGUAGES 
 WITH YOUR 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
  • 32. #internationalseo at #smconnect by @aleyda HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE VS
  • 33. #internationalseo at #smconnect by @aleyda CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS ccTLDs Sub-Directories Sub-Domains
  • 34. #internationalseo at #smconnect by @aleyda WARNING! DON’T USE PARAMETERS TO ENABLE THEM
  • 35. #internationalseo at #smconnect by @aleyda BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  • 36. #internationalseo at #smconnect by @aleyda BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE In Spanish In English
  • 37. #internationalseo at #smconnect by @aleyda 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/
  • 38. #internationalseo at #smconnect by @aleyda * 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 ccTLDs Sub-directories Sub-domains FOR COUNTRY TARGETING
  • 39. #internationalseo at #smconnect by @aleyda VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC https://support.google.com/webmasters/answer/1347922?hl=en
  • 40. #internationalseo at #smconnect by @aleyda IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM
  • 41. #internationalseo at #smconnect by @aleyda FOR LANGUAGE TARGETING Sub-directories www.yourbrand.com/es/ www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/
  • 42. #internationalseo at #smconnect by @aleyda FOR LANGUAGE TARGETING * 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
  • 43. #internationalseo at #smconnect by @aleyda FOR EXAMPLE
  • 44. #internationalseo at #smconnect by @aleyda BESIDES WEB STRUCTURES PROS & CONS: 
 WHICH STRUCTURES ARE USED BY TOP SITES IN MARKET?
  • 45. #internationalseo at #smconnect by @aleyda THE EXTENSIONS OF PAGES RANKING FOR THE MOST 
 POPULAR TERMS IN YOUR INTERNATIONAL INDUSTRIES In certain countries like China, a ccTLD & local IP will be much more important
  • 46. #internationalseo at #smconnect by @aleyda AS WELL AS THEIR THEIR LEVEL OF AUTHORITY VS. YOURS
  • 47. #internationalseo at #smconnect by @aleyda USE THESE INTERNATIONAL EMULATORS, PROXYS & HTTP STATUS TOOLS TO VERIFY YOUR INTERNATIONAL SERPS
  • 48. #internationalseo at #smconnect by @aleyda IF YOU HAVE ACCESS TO SITES TARGETING THESE MARKETS ALREADY: HOW EXTENSIONS USAGE AFFECT CTR?
  • 49. #internationalseo at #smconnect by @aleyda SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE High Authority Domains with a Mix of ccTLDs & gTLDs? Start with a sub-directory in your current gTLD that you can later migrate to ccTLD
  • 50. #internationalseo at #smconnect by @aleyda SELECT THE WEB STRUCTURE THAT WILL ALLOW YOU TO PERFORM BETTER, KNOWING THAT YOU CAN MIGRATE Using a gTLD for your Italian version & want to enable an English one? If you want to prioritize your English market in the future, migrate it to the root & take Italian to sub- directory or ccTLD
  • 51. #internationalseo at #smconnect by @aleyda 3 CONFIGURE, DEVELOP & OPTIMIZE YOUR SITE TARGETING
  • 52. #internationalseo at #smconnect by @aleyda ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST 
 TO BE CONSISTENT WITH EVERYTHING ON YOUR SITE
  • 53. #internationalseo at #smconnect by @aleyda 1 2 3 4 7 Title & Meta Description URLs Phone, delivery info, currency Menu & navigation elements 5 Headings Price 6 Images ALT description LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE WITH THE TARGETED KEYWORDS & PRODUCTS
  • 54. #internationalseo at #smconnect by @aleyda EVEN IF THEY’RE IN THE SAME LANGUAGE
  • 55. #internationalseo at #smconnect by @aleyda ALSO FROM A DESIGN & BRANDING PERSPECTIVE VS
  • 56. #internationalseo at #smconnect by @aleyda AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG http://bit.ly/binglang
  • 57. #internationalseo at #smconnect by @aleyda WITH HREFLANG ANNOTATIONS, SPECIFYING EACH PAGE LANGUAGE & COUNTRY TARGET & ALTERNATIVES http://bit.ly/googlehreflang
  • 58. #internationalseo at #smconnect by @aleyda THE BEST ALTERNATIVE IS TO INCLUDE IT IN THE HEAD AREA OF THE HTML
  • 59. #internationalseo at #smconnect by @aleyda … IF YOU WANT TO AVOID THIS, THEN ONLY ADD THOSE THAT ARE REALLY NECESSARY
  • 60. #internationalseo at #smconnect by @aleyda BE CAREFUL WITH USING INCORRECT VALUES
  • 61. #internationalseo at #smconnect by @aleyda INCLUDING NON-RELEVANT OR MISTAKEN URLS
  • 62. #internationalseo at #smconnect by @aleyda OR NOT ADDING THE RETURN TAGS
  • 63. #internationalseo at #smconnect by @aleyda USE THE HREFLANG GENERATOR BASED ON GOOGLE SPECIFICATION TO AVOID HREFLANG ERRORS http://www.aleydasolis.com/en/international- seo-tools/hreflang-tags-generator/
  • 64. #internationalseo at #smconnect by @aleyda http://bit.ly/hreflangsitemap YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML MAKE SURE TO CONSOLIDAT E XML SITEMAPS TO BETTER MONITOR THEM
  • 65. #internationalseo at #smconnect by @aleyda GOOGLE WEBMASTER TOOLS WILL WARN 
 ABOUT SOME OF THEM
  • 66. #internationalseo at #smconnect by @aleyda www.screamingfrog.co.uk/seo-spider/ BUT YOU SHOULD VALIDATE YOURSELF BY USING 
 AN SEO CRAWLER THOUGH
  • 67. #internationalseo at #smconnect by @aleyda onpage.org ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL 
 & TRANSLATION REPORT
  • 68. #internationalseo at #smconnect by @aleyda DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE OF IDNS & NON-LATIN CHARACTERS IN URLS Use latinized URLs for Russian & Chinese
  • 69. #internationalseo at #smconnect by @aleyda BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR 
 USERS INTERNATIONAL TARGETING THOUGH…
  • 70. #internationalseo at #smconnect by @aleyda IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS; OTHERWISE, WARN WHEN REDIRECTING & USE 302 REDIRECTS
  • 71. #internationalseo at #smconnect by @aleyda REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & 
 MIGHT CAUSE CRAWLING ISSUES TOO
  • 72. #internationalseo at #smconnect by @aleyda IF YOU IMPLEMENT THESE CONFIGURATION, 
 YOU’LL AVOID MISTARGETING YOUR USERS
  • 73. #internationalseo at #smconnect by @aleyda 4 UNDERSTAND & INCREASE YOUR POPULARITY 
 AMONG YOUR INTERNATIONAL AUDIENCE
  • 74. #internationalseo at #smconnect by @aleyda START BY IDENTIFYING TOP SOCIAL NETWORKS, OVERALL TRAFFIC SOURCES & REFERRERS
  • 75. #internationalseo at #smconnect by @aleyda WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…
  • 76. #internationalseo at #smconnect by @aleyda THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM
  • 77. #internationalseo at #smconnect by @aleyda AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK
  • 78. #internationalseo at #smconnect by @aleyda WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE
  • 79. #internationalseo at #smconnect by @aleyda USE NATIVE OUTREACH PEOPLE, INFLUENCERS TOOLS & (LOW-COST) PR FIRMS TO CONNECT
  • 80. #internationalseo at #smconnect by @aleyda POPULAR TOPICS & KEYWORDS TRAFFIC CHANNELS CHARACTERISTICS AUDIENCE SHARE AND SEARCH BEHAVIOR LOCAL INFLUENCERS & TOP REFERRERS WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL & LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS POPULAR CONTENT CHARACTERISTICS LOCAL COMPETITORS PROFILE
  • 81. #internationalseo at #smconnect by @aleyda MAKING THE MOST OUT OF LOCAL ACTIVITIES 
 & CULTURAL NUANCES
  • 82. #internationalseo at #smconnect by @aleyda AND CONNECT WITH THE LOCAL AUDIENCE
  • 83. #internationalseo at #smconnect by @aleyda NOT ALL RESULTS WILL BE THE SAME, BUT YOU DON’T NEED THEM TO BE THE SAME! A total of 46 links have been built as follows: •  41 Links from .com to .co.uk link reclamation •  2 Links from UK Relevant Directories •  2 Links from 404 link Update •  1 Link from Sponsorship in the uk in Germany A total of 20 links have been built: •  9 Links from .com to .de link reclamation •  7 Links from German Relevant Directories •  3 Links from 404 link Update •  1 Link from Educational Resources in france A total of 8 links have been built from the following strategies: •  1 Link from .com to .fr link reclamation •  3 Links from French Relevant Directories •  4 Links from Educational Resources
  • 84. #internationalseo at #smconnect by @aleyda REMEMBER THAT THE KEY IN INTERNATIONAL TO GROW … 
 IS BECOMING A REAL LOCAL AUTHORITY
  • 85. #internationalseo at #smconnect by @aleyda THANKS! DO YOU HAVE ANY QUESTIONS? NOW IS YOUR TIME