Our second speaker, David Garcia Ruiz from Trustyourbrand, a Swansea based SEO consultancy, delivered very insightful talk on international SEO. SEO is a complex topic but David explained international SEO in very simple terms and audience were quite engaged with David answering lots of questions at the end of his presentation. There were few businesses with real potential to expand internationally and his talk gave them actionable steps to move forward with their international website development.

1. International SEO for Ecommerce Stores
David García Ruiz
SEO and Website Translation Services
www.trustyourbrand.co.uk

2. • What is it?
SEO: Search Engine Optimization
• On page keyword usage
• Authority of the domain
• Links to the page
• Traffic
• Meta Information
• ….

3. SEO: Search Engine Optimization
• Why is it important?

4. ?
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Activity

5. • Look at these objects –
• What do YOU call it
• What do you think others might call it?
• Think about those who:
• Make it, the distributors, the retailers
• Buy it or use it, professionally or otherwise
• Different groups, cultures, etc.
Activity

6. jar
storage jar
preserving jar
glass jar
kitchen storage
storage pot
jam jar
kilner jar
glass storage
jar for preserves
decorative jar
Activity

7. lamp
light
reading lamp
reading light
desk lamp/light
work lamp/light
study lamp/light
anglepoise lamp
adjustable lamp/light
lighting
portable lighting
spotlight
Activity

8. Content (including keywords) is King

9. Online sales of ecommerce in 2015
•Europe £156 Billion
•North America $349 Billion
SEO in other countries?

10. • 1) Languages
• 2) Keyword Research
• 3) Meta Tags
• 4) Domain Name
• 5) Hosting Locally
• 6) Links
International SEO

11. • 70% of consumers prefer to buy from a website available in their
native language
• Google Translate
• Professional Translator
1) Languages

12. ?
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Tarro kilner
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1) Languages

13. Sales per shopper Sales per shopper
2014 2015
UK £1,071 £1,174
Germany £890 £1,023
France £767 £847
Spain £458 £499
Italy £444 £485
Netherlands £613 £663
Sweden £539 £588
1) Languages: What Language?

14. • Naming and describing products
• Customer focus
• Customer types - segmentation
• Developing personas
2) Keyword Research

15. best skin care products 8100
skin care products 8100
how to get clear skin 6600
vitamins for skin 3600
vitamin c for skin 2900
vitamin e for skin 2400
natural skin care products 2400
natural vitamins 1900
best skincare products 1600
skin vitamins 1300
best vitamins for skin 1300
vitamin for skin 1300
what vitamins are good for skin 1300
Average Monthly Search
manchas en la piel blemishes in the skin 5400
manteca de karité shea butter 3600
vitamina c para la cara vitamin c for face 1000
piel seca dry skin 880
2) Keyword Research

16. • Meta Title and Meta Descriptions
• Detect language (Bing)
• Findability in target county
• Rank factor
3) Meta Tags

17. • Country-specific top level domains (ccTLD)
• www.example.fr
• Location for search engines
• Trust for visitors
• Expensive to maintain
• Subdomains: gTLD (Generic Top Level Domains)
• fr.example.com
• IP for each subdomain
• Hosted from different server locations
• Sub-Directories
• www.example.com/fr
• Capitalise more on any incoming links (authority)
• Easy and less expensive
4) Domain name

18. • Speed up loading times (save time)
• Trust for visitors (office@trustyourbrand.es)
• Google ranking factor
• Google does NOT rely on the server location alone
• Other Local Ranking Signals
• Click-Through Rate from Search Results
• Customer reviews and ratings
5) Hosting Locally

19. 6) Links
• How?
• Sharing of content on social media (Facebook and Twitter) which
may lead to increased linking
• Local Chamber of Commerce, Digital Newspapers
• Local Clients
• Content links for your specific country sites from other sites in
the same country

20. Questions
?

21. Get More Tips
SEO and Keyword Research Tips on Twitter:
@TrustYourBrand
www.trustyourbrand.co.uk