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#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
GROWING YOUR ORGANIC SEARCH
TRAFFIC IN INTERNATIONAL MARKETS
#youtubeseo at #smxadvanced by @aleyda from @orainti
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
I’m Aleyda Solis, SEO Consultant 

& Founder at Orainti
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
I help companies
to grow through
organic search in
international
markets
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
There are common issues that usually challenge
international SEO processes success
LACK OF
RESOURCES TO
CREATE AND
OPTIMIZE MORE
CONTENT
NOT BEING ABLE
TO RANK WELL
WITH THE CHOSEN
INTERNATIONAL
WEB STRUCTURE
RANKING IN
INTERNATIONAL
SEARCH RESULTS
WITH THE WRONG
PAGES
NOT ATTRACTING
ENOUGH TRAFFIC
WITH TARGETED
QUERIES
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
HERE ARE A FEW DO’S AND DON’TS
TO MAXIMIZE SUCCESS
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
DON’T
TRY TO TARGET ALL THE
INTERNATIONAL MARKETS
AT ONCE, PRIORITIZE BASED
ON GOALS & RESOURCES
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
One of the most
common challenges is
not having resources
to maintain too many
international versions
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE ANALYTICS
Identify which countries & languages are already
bringing traffic and conversions to your site
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEMRUSH TRAFFIC ANALYSIS
Those markets
that your
competition and
industry leaders
are already
profiting from
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNAHREFS
Verify which are the countries with more
search traffic potential in your industry
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNCOGNITIVESEO
Consider the level of existing organic
search competition in these markets
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
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
DRIVERS
Canada in
English
300 per month High
200,000 searches per
month
Positive Google High Affiliate
USA in English 500 per month Medium
300,000 searches per
month
Negative Google Medium
Social
Affiliate
USA in Spanish 200 per month Medium
200,000 searches per
month
Positive Google Low
Social
Affiliate
Align this with your own multilingual and international
operations capacity and other traffic drivers
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
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?
Identify if you should whether language 

or country target first
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Remember that this should be about your own business
model, organization resources and priorities too
COUNTRY TARGET LANGUAGE TARGET
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/
Verify if there’s enough organic search traffic 

to compensate your Web activity
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
>
Yes No
Might be too early
BUY & SECURE
YOUR CCTLDS
FOR FUTURE
ACTIVITY
CREATE
CUSTOM
ALERTS
CREATE A PILOT
PROJECT
PRIORITIZING
MAIN PAGES
YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN
CONTINUE WITH THE
INTERNATIONAL WEB &
SEO PROJECT
Now you can decide which international
search markets to target first or prioritize
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
DO
ASSESS THE WEB
STRUCTURE TO USE FOR
EACH MARKET BASED ON
GEOLOCATION NEEDS,
COMPETITION &
SCALABILITY
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Avoid using scripts or
cookies to show 

international versions
w/ the same URLs
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Only one of the country/language 

versions will be indexable
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Don’t use
parameters for
your international
Web structure,
specially for
countries, as you
won’t be able to
geolocate them
through the
Google Search
Console
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
www.brand.dk
www.brand.dk/kontakt-os/
www.brand.com/da-dk/
www.brand.com/da-dk/kontakt-os/
da-dk.brand.com/
da-dk.brand.com/kontakt-os/
CCTLDS
SUB-DIRECTORIES W/ GTLDS
SUB-DOMAINS W/ GTLDS
If you’re country targeting, select between 

ccTLDs, Subdirectories & Subdomains
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
* Need less technical resources
* Need less efforts to grow popularity

* More chances to get all versions penalized if something goes bad
* Need more efforts to geolocate
* Need more technical resources
* Need more efforts to grow popularity
* Better than sub-directories to organize larger & more complex sites

* Need more efforts to geolocate
*Ideal alternative to geolocate if competition is not too high
*Need more technical resources
*Need more efforts to grow popularity with a new domain
CCTLDS
SUB-DIRECTORIES W/ GTLDS
SUB-DOMAINS W/ GTLDS
Each have pros & cons to country target
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
www.brand.com/es/
www.brand.com/es/categoria-a/
es.brand.com/
es.brand.com/categoria-a/
SUB-DIRECTORIES W/ GTLDS
SUB-DOMAINS W/ GTLDS
If you’re language targeting, select between using
subdirectories or subdomains
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
* Need less technical resources
*Need less efforts to grow popularity
*Generates a deeper url structure
*More chances to get all versions penalized if something goes bad
* Need more technical resources
* Need more efforts to grow popularity
* Generates shorter URL structure which can be better for larger sites
SUB-DIRECTORIES W/ GTLDS
SUB-DOMAINS W/ GTLDS
Which also have pros & cons to language target
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Be mindful that you can't use subdirectories or
subdomains under ccTLDs to geolocate other countries
MINI1.COM/US/
MINI1.COM/FR/
MINI1.COM/ES/
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
BRAND.COM/LOCATION-USER/LANGUAGE-USER/LOCATION-PRODUCT/
BRAND.COM/LOCATION-PRODUCT/LOCATION-USER-LANGUAGE-USER/
BRAND.COM/LOCATION-USER-LANGUAGE-USER/LOCATION-PRODUCT/
BRAND.COM/LOCATION-PRODUCT/LOCATION-USER/LANGUAGE-USER/
... and that if you use
sub-directories to
geolocate, the
location of the user
should be the first
one to facilitate a
scalable geolocation
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
Take also into
consideration
that Google
doesn’t support
“regions” that
are not countries
to geotarget
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
People across Europe won’t all search in just a single
language that can serve to rank for them all
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Even if the content is different, like in the case of
Politico, it would be difficult to geolocate each
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
The .com site
ends up
outranking the
.eu one in
Europe and
the .eu domain
also ranks in
the USA
US US
EU
EU
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
If there’s no other way than using a .eu extension for
Europe then you’ll need to use it as if it was a gTLD
WWW.BRAND.EU/EN-GB/
WWW.BRAND.EU/FR-FR/
WWW.BRAND.EU/ES-ES/
WWW.BRAND.EU/
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Verify the domain types and authority of the top 

sites rankings in your desired market
SERPCHECKER
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Yes
Country Language
Are your top
competitors
using ccTLDs?
Yes
Yes
USE
CCTLDS
No
No
USE GEOLOCALIZED
SUBDIRECTORIES
YesNo
USE
SUBDIRECTORIES
USE SUB-
DOMAINS
No
WHAT’S YOUR INTERNATIONAL TARGET?
Is the domain
authority of your
competition
higher?
Is the domain
authority of your
competition
higher?
Do you need a
flatter &
differentiated
structure?
Choose your international Web structure accordingly
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.YOUTUBE.COM/WATCH?V=R5W52S5LITS
Take a look at
this Crawling
Mondays episode
to go through
the international
Web structure
selection process
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
DON’T
RANK IN YOUR
INTERNATIONAL SEARCH
MARKETS WITH NON-
RELEVANT URLS
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Misaligned pages will have worse rankings, 

CTR, user experience and conversions
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS
Check if you’re
suffering from
search results
misalignment
problems already
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEOMINION
Use VPNs or the free seominion extension 

to search from any location and language
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
Verify which domain
extensions are
treated as generic
by Google to
geolocate if needed
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE
Register & geolocate in search console each 

sub-directory/domain to country target
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNLINK REDIRECT TRACE
Avoid automatic 

redirects based
on the IP
location
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
Redirects can give
a bad user
experience and
end-up damaging
your web versions
crawlability
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
It can also end up showing the wrong titles or 

meta descriptions in search results pages
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
It's
recommended
to suggest the
relevant
international 

Web version
instead
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTP://BIT.LY/BINGLANG
Indicate each page international targeting 

with their meta & html lang tag
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
As well as your
pages language
and country
target and their
alternates with
hreflang
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
English for the US
Default
English for The US
English for the UK
<link rel="canonical" href=“https://www.brand.ch/de/programm/“ />
<link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" />
<link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" />
<link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" />
<link rel="canonical" href=“https://www.brand.com/program/“ />
<link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" />
<link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" />
<link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" />
brand.ch/de/programm/
brand.co.uk/programme/
brand.com/program/
German for Switzerland
<link rel="canonical" href=“https://www.brand.co.uk/programme/“ />
<link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" />
<link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" />
<link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" />
Every page should include its language & country
targeting, and point to its other versions
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
You can also optionally use the x-default value for
unmatched international versions
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
Use ISO 639-1
values for
languages 

and ISO 3166-1
for countries in
hreflang tags
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
You can include hreflang in the HTML head, 

HTTP header or XML Sitemap
BETTER FOR SMALL
NUMBER OF
VERSIONS TO TAG
AND WHEN USING A
PLATFORM THAT
ALLOWS TO EASILY
EDIT THE HTML HEAD
HTML Head
BETTER FOR BIGGER
SITES WITH A HIGH
NUMBER OF
VERSIONS TO TAG
AND/OR WHEN YOU
CAN’T EDIT YOUR
HTML HEAD
XML Sitemap
WHEN SPECIFYING
HREFLANG FOR
NON-HTML
DOCUMENTS LIKE
PDFS, DOCS, ETC.
HTTP Header
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
There’s no limit on
assigning the same
URL to many
targeted countries
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
If you don't have flexibility for these changes you can
use Cloudfare Workers with Sloth to add hreflang
HTTPS://SLOTH.CLOUD/BLOG/HOW-TO-IMPLEMENT-HREFLANG-THROUGH-SLOTH/
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SEARCHENGINELAND.COM/AUDITING-HREFLANG-ANNOTATIONS-COMMON-ISSUES-AVOID-219483
Unfortunately,
it’s common to
generate
hreflang with
errors
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
From non-existing values..
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
... to including
non-existing,
non-indexable
or redirecting
pages
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.SEROUNDTABLE.COM/GOOGLE-HEAD-SECTION-BREAK-HREFLANG-UNRECOGNIZABLE-22340.HTML
To broken HTML
head that doesn't
allow hreflang
correct
identification
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
ASSESS THE
LANGUAGES AND
COUNTRIES HREFLANG
IMPLEMENTATION
SCOPE
CHOOSE THE
HREFLANG
IMPLEMENTATION
METHOD
SPECIFY THE
HREFLANG CODE
PATTERN
MONITOR AND
TROUBLESHOOT THE
HREFLANG
IMPLEMENTATION
AFTER LAUNCH
VALIDATE THE
HREFLANG
IMPLEMENTATION IN A
TEST ENVIRONMENT
ESTABLISH HREFLANG
BEST PRACTICES
GUIDELINES TO BE
FOLLOWED WHEN A
NEW PAGE IS
PUBLISHED
HTTP://BIT.LY/HREFLANGPROCESS
Avoid hreflang errors by following an 

implementation and validation process
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/
Use the correct
annotations and
values by
generating
hreflang
patterns with
generator tools
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.HREFLANGBUILDER.COM/
If you work in an
enterprise
environment, check out
the hreflang builder to
generate hreflang in
XML sitemaps and
facilitate the mapping
process
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNRYTE, DEEPCRAWL, SITEBULB, SCREAMING FROG, BOTIFY
Validate the hreflang implementation 

using SEO crawlers before it is launched
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
After launch, recrawl and fix remaining issues starting
with the most important pages of your top markets
RYTE, DEEPCRAWL, SITEBULB, SCREAMING FROG, BOTIFY
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE
Monitor with the Google search console International
report if there are any further hreflang problems
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNCONTENTKING
You can set alerts whenever hreflang are changed too
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.YOUTUBE.COM/WATCH?V=TL1H4Y17SN4&T=1098S
Check out my
hreflang
implementation
Crawling Mondays
Episode for more
information
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
DO
LOCALIZE YOUR CONTENT
AND OVERALL WEB
EXPERIENCE TO CONNECT
WITH YOUR INTERNATIONAL
USERS PREFERENCES
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
VACATION IN THE UK
PUBLIC HOLIDAYS IN THE US
It's critical to understand your target audience 

search preferences in each market
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEMRUSH, KWFINDER, AHREFS, SISTRIX
It's fundamental to develop a specific keywords 

research per market with native support
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE TRENDS, GOOGLE KEYWORD PLANNER
To identify specific terms, preferences, trends 

and seasonalities in search markets
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Use it to localize every aspect of your Web content:
URLs, title, meta description, navigation…
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Avoid leaving critical areas of your content without
localizing using the relevant language terms
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Otherwise it will provide a bad search and user
experience, negatively impacting rankings and CTR
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
To facilitate the pages localization process create a
matrix specifying their alternate versions
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
<Characteristic> <Main Keyword> in <Location>:
+<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en <Ubicación>:
+<No. de Products> por <Marca>
English Title Spanish Title
Create then another w/ patterns to generate the 

main content elements for each page version
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
The goal is to
connect with
each of your
audiences
preferences with
your Web
experience
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
PRIORITIZE YOUR
INTERNATIONAL
TARGETED
MARKETS
ASSESSING AND
SELECTING THE
BEST
INTERNATIONAL
WEB STRUCTURE
FOR YOU
CORRECTLY
GEOLOCATING
YOUR
INTERNATIONAL
WEB PAGES
LOCALIZING
YOUR CONTENT
BASED ON YOUR
AUDIENCE
PREFERENCES
By following these steps you’ll avoid the most 

common International SEO Challenges
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
To target, localize and grow your International Web
organic search visibility, traffic and revenue
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
Thank you!
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How to Grow your Organic Search Traffic in International Markets #ConnectaBern

  • 1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN GROWING YOUR ORGANIC SEARCH TRAFFIC IN INTERNATIONAL MARKETS
  • 2. #youtubeseo at #smxadvanced by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 I’m Aleyda Solis, SEO Consultant 
 & Founder at Orainti #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
  • 3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN I help companies to grow through organic search in international markets
  • 4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN There are common issues that usually challenge international SEO processes success LACK OF RESOURCES TO CREATE AND OPTIMIZE MORE CONTENT NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES NOT ATTRACTING ENOUGH TRAFFIC WITH TARGETED QUERIES
  • 5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN HERE ARE A FEW DO’S AND DON’TS TO MAXIMIZE SUCCESS
  • 6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN DON’T TRY TO TARGET ALL THE INTERNATIONAL MARKETS AT ONCE, PRIORITIZE BASED ON GOALS & RESOURCES #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
  • 7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN One of the most common challenges is not having resources to maintain too many international versions
  • 8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE ANALYTICS Identify which countries & languages are already bringing traffic and conversions to your site
  • 9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEMRUSH TRAFFIC ANALYSIS Those markets that your competition and industry leaders are already profiting from
  • 10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNAHREFS Verify which are the countries with more search traffic potential in your industry
  • 11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNCOGNITIVESEO Consider the level of existing organic search competition in these markets
  • 12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN 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 DRIVERS Canada in English 300 per month High 200,000 searches per month Positive Google High Affiliate USA in English 500 per month Medium 300,000 searches per month Negative Google Medium Social Affiliate USA in Spanish 200 per month Medium 200,000 searches per month Positive Google Low Social Affiliate Align this with your own multilingual and international operations capacity and other traffic drivers
  • 13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN 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? Identify if you should whether language 
 or country target first
  • 14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Remember that this should be about your own business model, organization resources and priorities too COUNTRY TARGET LANGUAGE TARGET
  • 15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/ Verify if there’s enough organic search traffic 
 to compensate your Web activity
  • 16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN > Yes No Might be too early BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS CREATE A PILOT PROJECT PRIORITIZING MAIN PAGES YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT Now you can decide which international search markets to target first or prioritize
  • 17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN DO ASSESS THE WEB STRUCTURE TO USE FOR EACH MARKET BASED ON GEOLOCATION NEEDS, COMPETITION & SCALABILITY #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
  • 18. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Avoid using scripts or cookies to show 
 international versions w/ the same URLs
  • 19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Only one of the country/language 
 versions will be indexable
  • 20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Don’t use parameters for your international Web structure, specially for countries, as you won’t be able to geolocate them through the Google Search Console
  • 21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN www.brand.dk www.brand.dk/kontakt-os/ www.brand.com/da-dk/ www.brand.com/da-dk/kontakt-os/ da-dk.brand.com/ da-dk.brand.com/kontakt-os/ CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS If you’re country targeting, select between 
 ccTLDs, Subdirectories & Subdomains
  • 22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN * Need less technical resources * Need less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * Need more efforts to geolocate * Need more technical resources * Need more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * Need more efforts to geolocate *Ideal alternative to geolocate if competition is not too high *Need more technical resources *Need more efforts to grow popularity with a new domain CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS Each have pros & cons to country target
  • 23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN www.brand.com/es/ www.brand.com/es/categoria-a/ es.brand.com/ es.brand.com/categoria-a/ SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS If you’re language targeting, select between using subdirectories or subdomains
  • 24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN * Need less technical resources *Need less efforts to grow popularity *Generates a deeper url structure *More chances to get all versions penalized if something goes bad * Need more technical resources * Need more efforts to grow popularity * Generates shorter URL structure which can be better for larger sites SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS Which also have pros & cons to language target
  • 25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Be mindful that you can't use subdirectories or subdomains under ccTLDs to geolocate other countries MINI1.COM/US/ MINI1.COM/FR/ MINI1.COM/ES/
  • 26. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN BRAND.COM/LOCATION-USER/LANGUAGE-USER/LOCATION-PRODUCT/ BRAND.COM/LOCATION-PRODUCT/LOCATION-USER-LANGUAGE-USER/ BRAND.COM/LOCATION-USER-LANGUAGE-USER/LOCATION-PRODUCT/ BRAND.COM/LOCATION-PRODUCT/LOCATION-USER/LANGUAGE-USER/ ... and that if you use sub-directories to geolocate, the location of the user should be the first one to facilitate a scalable geolocation
  • 27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587 Take also into consideration that Google doesn’t support “regions” that are not countries to geotarget
  • 28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN People across Europe won’t all search in just a single language that can serve to rank for them all
  • 29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Even if the content is different, like in the case of Politico, it would be difficult to geolocate each
  • 30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN The .com site ends up outranking the .eu one in Europe and the .eu domain also ranks in the USA US US EU EU
  • 31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN If there’s no other way than using a .eu extension for Europe then you’ll need to use it as if it was a gTLD WWW.BRAND.EU/EN-GB/ WWW.BRAND.EU/FR-FR/ WWW.BRAND.EU/ES-ES/ WWW.BRAND.EU/
  • 32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Verify the domain types and authority of the top 
 sites rankings in your desired market SERPCHECKER
  • 33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Yes Country Language Are your top competitors using ccTLDs? Yes Yes USE CCTLDS No No USE GEOLOCALIZED SUBDIRECTORIES YesNo USE SUBDIRECTORIES USE SUB- DOMAINS No WHAT’S YOUR INTERNATIONAL TARGET? Is the domain authority of your competition higher? Is the domain authority of your competition higher? Do you need a flatter & differentiated structure? Choose your international Web structure accordingly
  • 34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.YOUTUBE.COM/WATCH?V=R5W52S5LITS Take a look at this Crawling Mondays episode to go through the international Web structure selection process
  • 35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN DON’T RANK IN YOUR INTERNATIONAL SEARCH MARKETS WITH NON- RELEVANT URLS #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
  • 36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Misaligned pages will have worse rankings, 
 CTR, user experience and conversions
  • 37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS Check if you’re suffering from search results misalignment problems already
  • 38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEOMINION Use VPNs or the free seominion extension 
 to search from any location and language
  • 39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587 Verify which domain extensions are treated as generic by Google to geolocate if needed
  • 40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE Register & geolocate in search console each 
 sub-directory/domain to country target
  • 41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNLINK REDIRECT TRACE Avoid automatic 
 redirects based on the IP location
  • 42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587 Redirects can give a bad user experience and end-up damaging your web versions crawlability
  • 43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN It can also end up showing the wrong titles or 
 meta descriptions in search results pages
  • 44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN It's recommended to suggest the relevant international 
 Web version instead
  • 45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTP://BIT.LY/BINGLANG Indicate each page international targeting 
 with their meta & html lang tag
  • 46. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN As well as your pages language and country target and their alternates with hreflang
  • 47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN English for the US Default English for The US English for the UK <link rel="canonical" href=“https://www.brand.ch/de/programm/“ /> <link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" /> <link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" /> <link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" /> <link rel="canonical" href=“https://www.brand.com/program/“ /> <link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" /> <link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" /> <link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" /> brand.ch/de/programm/ brand.co.uk/programme/ brand.com/program/ German for Switzerland <link rel="canonical" href=“https://www.brand.co.uk/programme/“ /> <link rel="alternate" href="https://www.brand.ch/de/programm/" hreflang=“de-ch" /> <link rel="alternate" href="https://www.brand.com/program/" hreflang="en-us" /> <link rel="alternate" href=“https://www.brand.co.uk/programme/" hreflang="en-gb" /> Every page should include its language & country targeting, and point to its other versions
  • 48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN You can also optionally use the x-default value for unmatched international versions
  • 49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN Use ISO 639-1 values for languages 
 and ISO 3166-1 for countries in hreflang tags
  • 50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN You can include hreflang in the HTML head, 
 HTTP header or XML Sitemap BETTER FOR SMALL NUMBER OF VERSIONS TO TAG AND WHEN USING A PLATFORM THAT ALLOWS TO EASILY EDIT THE HTML HEAD HTML Head BETTER FOR BIGGER SITES WITH A HIGH NUMBER OF VERSIONS TO TAG AND/OR WHEN YOU CAN’T EDIT YOUR HTML HEAD XML Sitemap WHEN SPECIFYING HREFLANG FOR NON-HTML DOCUMENTS LIKE PDFS, DOCS, ETC. HTTP Header
  • 51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN There’s no limit on assigning the same URL to many targeted countries
  • 52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN If you don't have flexibility for these changes you can use Cloudfare Workers with Sloth to add hreflang HTTPS://SLOTH.CLOUD/BLOG/HOW-TO-IMPLEMENT-HREFLANG-THROUGH-SLOTH/
  • 53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://SEARCHENGINELAND.COM/AUDITING-HREFLANG-ANNOTATIONS-COMMON-ISSUES-AVOID-219483 Unfortunately, it’s common to generate hreflang with errors
  • 54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN From non-existing values..
  • 55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN ... to including non-existing, non-indexable or redirecting pages
  • 56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.SEROUNDTABLE.COM/GOOGLE-HEAD-SECTION-BREAK-HREFLANG-UNRECOGNIZABLE-22340.HTML To broken HTML head that doesn't allow hreflang correct identification
  • 57. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN ASSESS THE LANGUAGES AND COUNTRIES HREFLANG IMPLEMENTATION SCOPE CHOOSE THE HREFLANG IMPLEMENTATION METHOD SPECIFY THE HREFLANG CODE PATTERN MONITOR AND TROUBLESHOOT THE HREFLANG IMPLEMENTATION AFTER LAUNCH VALIDATE THE HREFLANG IMPLEMENTATION IN A TEST ENVIRONMENT ESTABLISH HREFLANG BEST PRACTICES GUIDELINES TO BE FOLLOWED WHEN A NEW PAGE IS PUBLISHED HTTP://BIT.LY/HREFLANGPROCESS Avoid hreflang errors by following an 
 implementation and validation process
  • 58. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/ Use the correct annotations and values by generating hreflang patterns with generator tools
  • 59. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.HREFLANGBUILDER.COM/ If you work in an enterprise environment, check out the hreflang builder to generate hreflang in XML sitemaps and facilitate the mapping process
  • 60. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNRYTE, DEEPCRAWL, SITEBULB, SCREAMING FROG, BOTIFY Validate the hreflang implementation 
 using SEO crawlers before it is launched
  • 61. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN After launch, recrawl and fix remaining issues starting with the most important pages of your top markets RYTE, DEEPCRAWL, SITEBULB, SCREAMING FROG, BOTIFY
  • 62. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE SEARCH CONSOLE Monitor with the Google search console International report if there are any further hreflang problems
  • 63. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNCONTENTKING You can set alerts whenever hreflang are changed too
  • 64. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNHTTPS://WWW.YOUTUBE.COM/WATCH?V=TL1H4Y17SN4&T=1098S Check out my hreflang implementation Crawling Mondays Episode for more information
  • 65. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN DO LOCALIZE YOUR CONTENT AND OVERALL WEB EXPERIENCE TO CONNECT WITH YOUR INTERNATIONAL USERS PREFERENCES #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN
  • 66. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN VACATION IN THE UK PUBLIC HOLIDAYS IN THE US It's critical to understand your target audience 
 search preferences in each market
  • 67. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNSEMRUSH, KWFINDER, AHREFS, SISTRIX It's fundamental to develop a specific keywords 
 research per market with native support
  • 68. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERNGOOGLE TRENDS, GOOGLE KEYWORD PLANNER To identify specific terms, preferences, trends 
 and seasonalities in search markets
  • 69. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Use it to localize every aspect of your Web content: URLs, title, meta description, navigation…
  • 70. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Avoid leaving critical areas of your content without localizing using the relevant language terms
  • 71. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Otherwise it will provide a bad search and user experience, negatively impacting rankings and CTR
  • 72. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN To facilitate the pages localization process create a matrix specifying their alternate versions
  • 73. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title Spanish Title Create then another w/ patterns to generate the 
 main content elements for each page version
  • 74. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN The goal is to connect with each of your audiences preferences with your Web experience
  • 75. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN PRIORITIZE YOUR INTERNATIONAL TARGETED MARKETS ASSESSING AND SELECTING THE BEST INTERNATIONAL WEB STRUCTURE FOR YOU CORRECTLY GEOLOCATING YOUR INTERNATIONAL WEB PAGES LOCALIZING YOUR CONTENT BASED ON YOUR AUDIENCE PREFERENCES By following these steps you’ll avoid the most 
 common International SEO Challenges
  • 76. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN To target, localize and grow your International Web organic search visibility, traffic and revenue
  • 77. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #CONNECTABERN Thank you! Questions?