This document discusses the importance of search engine optimization (SEO) for international marketing strategies. It notes that while English is the third most commonly used language on the internet, there is massive growth in other languages and regions. Proper localization of content for other countries, including translation and use of local keywords and signals, is key to success. Google interprets search queries based on local context and intent, so an effective global SEO strategy requires optimizing sites and content for specific international audiences and their languages.

1. The Keystone of Your International
Marketing Strategy is SEO
Eli Schwartz, Director of Marketing APAC
ClickZ Singapore October 22, 2015

2. SurveyMonkey Is the World’s #1 Survey Platform
2
3MSurvey responses
are generated daily
17KNew sign-ups daily
90MUnique visitors
every month
“SurveyMonkey turns online
surveys into a hot business.”
“One of the hottest startups
to watch.”

3. Non-Profit
27%
Personal
1%
Education
21%
Govt.
9%
For-Profit
42%
We Have 20+ Million Registered Users of All Types
99%of the Fortune 500

4. Growth Is on a Global Scale
English
Português
Türkçe
Italiano
Français
Dansk
Deutsch
Nederlands
Norsk Svenska
Suomi
Русский
Русский
한국어
中文(繁體)
Español

5. Why SEO?

6. Internet growth around the world

8. Languages around the world
87%
13% English
(Primary & Secondary)
Everything
else

9. Google?
Bing? English is
only the 3rd
most popular
language

10. Massive disparity = Big opportunity
15x!

11. Mobile vs Desktop Internet Users

12. This world doesn’t belong to Facebook

13. It belongs to Google
Google considers this the future

15. Most important thing you will ever hear
about Google and SEO

16. It’s all about intent!
US

17. It’s all about intent!
US

18. It’s all about intent!
UK

19. It’s all about intent!
UK

20. What changed?

21. This

22. How does google interpret queries?

23. How does google interpret queries?

24. How does google interpret queries?

25. How does google interpret queries?

26. How does google interpret queries?

27. Real world examples

28. Real world examples

29. Google is creepy

30. Google is creepy

31. Google is creepy

32. Google is creepy

33. PSA: Global results you see are not real

34. Google is local

35. Results are local

36. But not necessarily outside of the USA
Indonesian
Results in
Malaysia

37. Capitalize on the opportunity

38. Digitize and Translate Everything

39. Translations must be in-text

40. Don’t machine translate

41. Use Google Translate…Begrudgingly ..

42. Discover who else is REALLY ranking

43. …And copy them

44. …And copy them

45. …And copy them

46. Use local signals
No
Singapore
Shipping

47. • Keyword density
• Exact keyword matches
Pluralization
Synonyms
Phrase order matching
• Duplicate content

48. Synonyms don’t matter in English

49. But they do in German

50. In the US, Google captures intent
Even within
one country
we have
different ways
of referring to
the same
exact thing

51. Not so much outside the US
Quebec France

52. Use the right letters in your keywords

53. Some international keyword tools

54. A few more things

55. Auto-targeting
• Leave an escape option if
the targeting is wrong
• Send users to an an actual
URL – don’t just proxy
content
• Googlebot will always be in
the US
• Ensure there are links for the
bot to find international
content

56. • ccTLD is the best but not popular
• Subdirectory is next best
• Avoid subdomains
Domain structure

57. Links?

58. Use surveys for quick local content & PR

59. Any questions?
elis@surveymonkey.com
Find me on LinkedIn
Twitter: @5le