How to do keyword research in a language you don’t speak, by Lidia Infante
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In this talk, Lidia explains how the human factors of international SEO can make or break your strategy and will share her tried and tested methodology for multilingual keyword research. Resources: How to do keyword research in a language you don’t speak: https://www.lidia-infante.com/post/international-keyword-research-brightonseo Keyword Relevance Score template: https://docs.google.com/spreadsheets/d/1sEpgd8b-pr-LZwBpxXYMMNHXQEHi3GUa3uwA3d1GWpk/edit#gid=978627541 5 key factors to a successful international SEO strategy: https://www.lidia-infante.com/post/international-seo-factors-beyond-hreflang A beginner’s guide to keyword mapping (with template): https://riseatseven.com/blog/keyword-mapping-guide/
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How to do keyword research in a language you don’t speak, by Lidia Infante
- 1. How to do keyword research in a language you don’t speak Lidia Infante | Rise At Seven SLIDESHARE.NET/LIDIAINFANTE @LIDIAINFANTEM
- 3. Hi, I’m Lidia 🌴 From Barcelona 🐝 To Manchester International PPC manager 🤓 6 years in SEO internationally Snr International SEO Lead
- 5. LET’S TALK ABOUT... International SEO @LidiaInfanteM #BrightonSEO
- 6. The fastest way to fail at international SEO is getting your technical implementation right. @LidiaInfanteM #BrightonSEO
- 7. So how do we get it right? @LidiaInfanteM #BrightonSEO
- 8. There’s 3 main things we need @LidiaInfanteM #BrightonSEO
- 10. How do users behave online in each country? @LidiaInfanteM #BrightonSEO
- 11. What do in-market SEOs focus on? @LidiaInfanteM #BrightonSEO
- 12. What does the media landscape look like? @LidiaInfanteM #BrightonSEO
- 15. Plan how you’ll handle special characters in URLs and file names @LidiaInfanteM #BrightonSEO
- 16. AND PLEASE Always accept them in your forms @LidiaInfanteM #BrightonSEO
- 18. Many teams tend to over rely on context @LidiaInfanteM #BrightonSEO
- 19. Working in a different language becomes really difficult for them @LidiaInfanteM #BrightonSEO
- 20. Keyword research is one of those processes @LidiaInfanteM #BrightonSEO
- 21. How to do keyword research in a language you don’t speak @LidiaInfanteM #BrightonSEO
- 22. 92% of my keywords get approved by a native speaker following this method @LidiaInfanteM #BrightonSEO
- 23. STEP 1 Perform a keyword gap analysis vs your competitors @LidiaInfanteM #BrightonSEO
- 24. TIP Exclude keywords that only one competitor ranks for @LidiaInfanteM #BrightonSEO
- 25. STEP 2 Measure the relevance of your keyword set @LidiaInfanteM #BrightonSEO
- 29. TIP Narrow down your list @LidiaInfanteM #BrightonSEO
- 30. TIP Remove keywords under 50% relevance @LidiaInfanteM #BrightonSEO
- 31. STEP 3 Expand your keyword list @LidiaInfanteM #BrightonSEO
- 34. TIP =GOOGLETRANSLATE is your international SEO ally @LidiaInfanteM #BrightonSEO
- 37. STEP 4 Check your keyword list with a native speaker @LidiaInfanteM #BrightonSEO
- 38. TIP Keep track of your approval rate @LidiaInfanteM #BrightonSEO
- 39. BONUS ✨ STEP 5 Build a keyword map for your site @LidiaInfanteM #BrightonSEO
Editor's Notes
- This is where I tell you a bit about myself. But frankly, at this point in the talk you don’t really care, so I’ll keep it brief.
- My name is Lidia and I’m from Barcelona. I started my career working in PPC for an international ecommerce, managing campaigns in Spanish and English, but also German, Dutch, French, Portuguese and Italian. I don’t speak those languages. Since then I’ve spent 6 years in the industry, doing SEO internationally. Currently I’m the Senior International SEO Lead at Rise At Seven.
- You can call me Miss Worldwide.
- Whenever I say I’m going to talk about international SEO, everyone automatically assumes I’m going to be speaking about HREFLANG, localisation, ccTLDs and all that jazz. That’s not what I’m about.
- In fact, I believe that the fastest way to fail at international SEO is getting your technical implementation right. It’s the non-technical factors that will make or break your strategy.
- So, what do we need in order to nail international SEO?
- There are 3 main things
- Digitalisation has happened at a different pace in each country. This means that the user’s painpoints and they way they search is quite different. In my experience, less mature markets tend to accumulate volume on more generic keywords. A good way to measure the users’ trust in ecommerce in a particular country is the popularity of payment in delivery.
- Ranking is as easy or as hard as outperforming your competitors. In order to do that, you need to understand where your competitors are strongest so you can meet them there and then gain an edge over them. Many European markets are strong in technical SEO, but lacking in content or Digital PR.
- And speaking of digital PR, if you’re working on a site in an authority-heavy vertical, you’ll need links to outrank your competitors. To get links, you’ll have to understand what the media talks about, who might link to your site and how to speak to those journalists.
- A second ago I mentioned that getting your technical implementation right is the fastest way to fail. Ironically, it’s also a must. I’m not going to be covering this on this talk, smarter people have already spoken and written in length about this. I will however point out that when you’re expanding internationally, you’ll run into markets with special characters. Make sure your forms accept them and decide how you’re going to deal with them in file names and URLs.
- And speaking of digital PR, if you’re working on a site in an authority-heavy vertical, you’ll need links to outrank your competitors. To get links, you’ll have to understand what the media talks about, who might link to your site and how to speak to those journalists.
- And speaking of digital PR, if you’re working on a site in an authority-heavy vertical, you’ll need links to outrank your competitors. To get links, you’ll have to understand what the media talks about, who might link to your site and how to speak to those journalists.
- Having air-tight data-informed processes in place is the only way to make sure your team don’t descend into chaos and madness once they have to start working in Chinese, German or Finish.
- Often we rely excessively on understanding
- Keyword research is one of those processes. So let’s get down to business and explain...
- This is a method I developed when I was working in PPC and I’ve been refining it since. Currently, 92% of my keywords get approved on average when reviewed by a native.
- You need to find your keyword source. You might already have one, but if you don’t, the best way to start is through a keyword gat analysis versus your 3 or 4 top competitors. If your brand is already ranking for some relevant keywords in your market, include those as well.
- To keep the keyword list tight and relevant, make sure you exclude all the keywords that only one competitor ranks for. This should get rid of most branded keywords for you.