International SEO Pubcon Las Vegas 2017
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This document provides an overview of international SEO best practices. It discusses analyzing global traffic, using country-level top-level domains (ccTLDs) and hreflang tags properly. Search results vary significantly between locations and users, so international SEO requires optimizing for audiences unlike your own. Key considerations include languages, connectivity, devices, demographics, currencies, payment systems and local laws. Proper keyword research across languages and competitor analysis is important. International SEO requires understanding local culture and nuances in addition to basic on-page optimization across global sites. Getting professional help can aid with international expansion.
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International SEO Pubcon Las Vegas 2017
- 1. Making International SEO Less Foreign Eli Schwartz, Director of Organic Product Pubcon Las Vegas 2017 @5le
- 2. elis@surveymonkey.com Find me on LinkedIn Twitter @5le Slides are here: http://bit.ly/pubcon2017seo
- 3. Analyze your global traffic
- 5. 5 Search is incredibly personal and varies for each user Suggest and results change between locations in the USA International SEO is the process of and is really just optimizing/optimising for people not like me. What is international SEO anyways
- 6. 6 Graph of world growth
- 7. 7 English vs non-english internet
- 8. US UK MY
- 9. 9 Growth of search methods
- 10. Nuance in marketing is critical!
- 13. 13 • Google/Baidu/Yandex • Languages • Connectivity • Device size • Demographics • Currency • Payment systems • Laws • Product delivery Know your market
- 14. • GrAB FROM OLD DECK Results are not real
- 15. 15 The only way to check international results manually is with a VPN or proxy
- 16. What’s global search really like?
- 18. 18 Global results lack the depth and AI that US-English rankings have
- 19. 19 Global results lack the depth and AI that US-English rankings have
- 20. Keyword research
- 21. 21 Wikipedia cross links will be good keywords
- 24. 24 Find suggested keywords in your language
- 25. How to win in International SEO
- 26. 26 • PARTY LIKE ITS 1999
- 27. SEO FOR DUMMIES
- 28. 28 Precise keywords Plurals User research Product naming Q&A Call in the experts Trend planning Keyword density Synonyms Translate existing content Optimize the basics
- 30. 30 Remember: International SEO is culture fit AND keywords
Editor's Notes
- Since you are here, you most likely are curious about intenrational SEO if you are not already a practicioner Here’s how you can go into GA to see how much international traffic you already have More than likely you are receiving global visits and by not specifically targeting them you are missing out
- SurveyMonkey has traffic from all countries in the world including North Korea We are translated into 17 languages and have 4 TLD’s. I have a lot of experience with yada But today we are not going to talk about it. I will leave this to my esteemed panel mates
- First off we should define interenational SEO As everyone in this industry knows, search is personal I have started with what Results vary between locales and especially will internationally
- To understand the scale of what we are talkin about, here’s a map of the internet The US is pretty much fully penetrated and we are only 4.5 China is at 50% and still is 19%
- Ifyou think you covered your bases by just speaking English, you haven
- To drive home this point, let’s look at suggest for Netflix which is a pretty generic brand Look at the difference in the top queries. #2 in the US is signin while login in UK Both UK and Malaysia are looking for their local version In Malaysia they are looking for an APK
- As we all in this room know voice search is climbing, but voice search is going to make this even more complicated! Slang, abbreviations and things that might never get typed will now be searched So why is all this important?
- Marketing is all about convincing people to trust To share their emails, their money and their time. When you aren’t targeting people it makes it significantly harder to get that done Put youself in their shoes
- I have been obsessed with this concept for many years and I went all over asia taking pics of these kinds of things
- Its not just words, your images have to match. When I saw this card, I assure you that it did not inspire confidence that the pilots were using the latest and freatest technology On the flip side, having sensitive images goes a long way. Just yesteday I was in BofA, At sm we also are hyper careful about imagery
- When doing international SEO its very important to understand your audience and not just SEO best practices
- A word of caution, results are not real. Twitter back and forth
- Twitter back and forth
- So now that we have the basics of global marketing , lets talk about doing actual SEO
- In German these 2 things are synonyms and Google is trying to correct it
- This one is a personal frustration of mine
- When you add singapire you get totally different results
- When it comes to international SEO, KW;s are incredibly important, I will walk you through a few of my places I go to get stareted on keywords for global campaigns
- Now that we have this
- Pub date 2009
- Walk through