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Multinational SEO
#multinationalSEO at #SMS2017 by @aleyda from @orainti
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Hello Sydney!
#multinationalSEO at #SMS2017 by @aleyda from @orainti
#multinationalSEO at #SMS2017 by @aleyda from @orainti
I’m Aleyda Solis
#multinationalSEO at #SMS2017 by @aleyda from @orainti
#multinationalSEO at #SMS2017 by @aleyda from @orainti
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
BITLY.COM/LIBROSEOALEYDA
I PublishI Share
I’m Aleyda Solis
#multinationalSEO at #SMS2017 by @aleyda from @orainti
#multinationalSEO at #SMS2017 by @aleyda from @orainti
I Blog I Speak I’m Featured
I’m Aleyda Solis
#multinationalSEO at #SMS2017 by @aleyda from @orainti
#multinationalSEO at #SMS2017 by @aleyda from @orainti
I help companies to connect with
potential customers all over the world
#multinationalSEO at #SMS2017 by @aleyda from @orainti
With a sustainable organic traffic growth
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Generating actual customers, 

conversions & profit from them
#multinationalSEO at #SMS2017 by @aleyda from @orainti
But often you can’t compete with the 

selected International Web structure
VS
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Avoid using scripts or cookies showing your
international Web versions with the same URLs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
As well as parameters for your 

international Web structure
#multinationalSEO at #SMS2017 by @aleyda from @orainti
If you’re country targeting, select between
ccTLDs, Subdirectories & Subdomains
www.yourbrand.es
www.yourbrand.es/categoria-a/
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
ccTLDs
Sub-directories

w/ gTLDs
Sub-domains
w/ gTLDs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Each have pros & cons to country target
* 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
#multinationalSEO at #SMS2017 by @aleyda from @orainti
If you’re language targeting, select between
using subdirectories or subdomains
Sub-directories
www.yourbrand.com
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Which also have pros & cons to language target
* 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
Sub-domains
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Take into consideration that Google only
supports countries to geotarget
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Verify which Web structures are used 

by the top sites in the desired market
13 ccTLDs
vs.
7gTLDs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
As well as those rankings for the
potential top queries in that market
https://serpchecker.com/
7 ccTLDs
vs.
2 gTLDs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
What’s the authority of those top ranking sites?
Can you compete with a new ccTLD?
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Yes
Choose your international Web structure
accordingly to make it competitive
What’s your international target?
Country Language
Are your top
competitors using
ccTLDs?
Yes
Is the domain
authority of your
competition higher
& 

a concern?
Yes
Use ccTLDs
No
No
Use Geolocalized
Sub-Directories
YesNo Do you need a
flatter & more
differentiated URL
structure?
Use 

Sub-Directories
Is the domain
authority of your
competition higher
& 

a concern?
Use 

Sub-Domains
No
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Avoid ranking with a non-relevant Web version
in your international search results
com.au
com.au
com.au
com.au
com.au
com
#multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A
Not only with country versions, but also
language ones that cannibalize themselves
Searching from Google Spain
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Misaligned pages will have worse rankings,
CTR, user experience and conversions
This happens with a UK ccTLD
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Check if you’re suffering from this already!
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Verify which domain extensions are treated 

as generic by Google to geolocate if needed
https://support.google.com/webmasters/answer/1347922
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Register & geolocate in GSC each 

sub-directory or sub-domain to country target
#multinationalSEO at #SMS2017 by @aleyda from @orainti
It’s better to avoid automatic
redirects based on the IP location
#multinationalSEO at #SMS2017 by @aleyda from @orainti
As you might assume too much and
give a negative user experience
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Check which are the IPs of Google’s search
bots and how you treat them via your logs
https://support.google.com/webmasters/answer/6144055
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Avoid redirecting them all to the same country
version, which will end-up hurting … like this!
Starts Non-Relevant IP Based Redirects
Redirects are fixed and starts a “slow” recovery
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Suggest the relevant international
version instead
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Verify for yourself how you’re doing it 

by using a proxy
https://www.hidemyass.com/
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Localize every aspect of your
Web content & design
URL
Meta Description
Currency
Menu
Title
Images
H1
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Including the URLs. Use transliteration for
non-latin characters.
NO YES
#multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A
Get native support to optimize the content
using the relevant terms of the target markets
NO
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Automated translations won’t provide the 

actual terms used by the target audience
#multinationalSEO at #SMS2017 by @aleyda from @orainti
This is one of the critical areas major brands
often overlook with international markets
YES
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Not only the content, but also the design; 

based on local preferences & culture
In Japan In the UK
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Create a matrix with patterns to generate 

your main content elements for each version
<Characteristic> <Main Keyword> in
<Location>: +<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en
<Ubicación>: +<No. de Products> por <Marca>
English Title Spanish Title
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Indicate your international targeting 

with the meta & html lang tag
http://bit.ly/binglang
#multinationalSEO at #SMS2017 by @aleyda from @orainti
As well as specifying your pages language 

and country alternates with hreflang
bit.ly/hreflangannotations
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Every page should include its language &
country target, and point to its other versions
English for the US
Default
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/
English for the US
<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Using ISO 639-1 values for languages 

and ISO 3166-1 for countries
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Without changing the canonical tags
configuration
#multinationalSEO at #SMS2017 by @aleyda from @orainti
You can add them in the HTML Head or in
XML Sitemaps, as well as HTTP Headers
Add them in XML
Sitemaps in non-
flexible sites with
a high number of
versions
Add them in
HTML in sites
with lower
number of
versions & coding
flexibility
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Start with only the necessary ones checking
traffic misalignment if there are too many
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Beware of including incorrect hreflang values
hreflang="en-gb"
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Adding a country without a language, 

which is mandatory
hreflang="pt-br"
hreflang="en-ca"
Not supported
hreflang="es-mx"
hreflang="en-us"
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Using underscores instead of dashes to
separate language & country values
hreflang=“fr-ca”
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Forgetting to self-refer by specifying 

the current URL in the hreflangs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Not referring back at all from one language
or country version to another
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Adding non-indexable, canonicalized, error,
redirected or blocked URLs in hreflangs
#multinationalSEO at #SMS2017 by @aleyda from @orainti
It’s critical to avoid these errors so the
hreflang tags are not ignored…
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Obtain the correct annotations 

with the Hreflang Generator Tool
bit.ly/generatorhreflang
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Generate the XML sitemaps along 

hreflang tags with the hrefbuilder
hrefbuilder.com
#multinationalSEO at #SMS2017 by @aleyda from @orainti
It’s critical to organize XML sitemaps as granular
as possible to facilitate troubleshooting
Country
Language
Category
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Validate the hreflang implementation using
crawlers like Botify that supports it
#multinationalSEO at #SMS2017 by @aleyda from @orainti
With OnPage.org that allows to segment 

each international version issues
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Or DeepCrawl that verifies hreflang 

implemented in XML sitemaps too
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Monitor the existence of remaining issues with 

the GSC International Targeting report
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Prioritize fixing those errors with the 

highest number of pages affected
#multinationalSEO at #SMS2017 by @aleyda from @orainti
If you follow these generation & validation
steps you’ll be able to specify them effectively
#multinationalSEO at #SMS2017 by @aleyda from @orainti
And grow your international search visibility
with effectively geolocalized Web versions
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Focusing on increasing not only your traffic
but also revenue
seomonitor.com
#multinationalSEO at #SMS2017 by @aleyda from @orainti
To diversify your profitability multinationally
#multinationalSEO at #SMS2017 by @aleyda from @orainti
Thank you!
#multinationalSEO at #SMS2017 by @aleyda from @orainti

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  • 11. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as parameters for your 
 international Web structure
  • 12. #multinationalSEO at #SMS2017 by @aleyda from @orainti If you’re country targeting, select between ccTLDs, Subdirectories & Subdomains www.yourbrand.es www.yourbrand.es/categoria-a/ www.yourbrand.com/es-es/ www.yourbrand.com/es-es/categoria-a/ es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/ ccTLDs Sub-directories
 w/ gTLDs Sub-domains w/ gTLDs
  • 13. #multinationalSEO at #SMS2017 by @aleyda from @orainti Each have pros & cons to country target * 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
  • 14. #multinationalSEO at #SMS2017 by @aleyda from @orainti If you’re language targeting, select between using subdirectories or subdomains Sub-directories www.yourbrand.com www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/
  • 15. #multinationalSEO at #SMS2017 by @aleyda from @orainti Which also have pros & cons to language target * 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 Sub-domains
  • 16. #multinationalSEO at #SMS2017 by @aleyda from @orainti Take into consideration that Google only supports countries to geotarget
  • 17. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify which Web structures are used 
 by the top sites in the desired market 13 ccTLDs vs. 7gTLDs
  • 18. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as those rankings for the potential top queries in that market https://serpchecker.com/ 7 ccTLDs vs. 2 gTLDs
  • 19. #multinationalSEO at #SMS2017 by @aleyda from @orainti What’s the authority of those top ranking sites? Can you compete with a new ccTLD?
  • 20. #multinationalSEO at #SMS2017 by @aleyda from @orainti Yes Choose your international Web structure accordingly to make it competitive What’s your international target? Country Language Are your top competitors using ccTLDs? Yes Is the domain authority of your competition higher & 
 a concern? Yes Use ccTLDs No No Use Geolocalized Sub-Directories YesNo Do you need a flatter & more differentiated URL structure? Use 
 Sub-Directories Is the domain authority of your competition higher & 
 a concern? Use 
 Sub-Domains No
  • 21. #multinationalSEO at #SMS2017 by @aleyda from @orainti Avoid ranking with a non-relevant Web version in your international search results com.au com.au com.au com.au com.au com
  • 22. #multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A Not only with country versions, but also language ones that cannibalize themselves Searching from Google Spain
  • 23. #multinationalSEO at #SMS2017 by @aleyda from @orainti Misaligned pages will have worse rankings, CTR, user experience and conversions This happens with a UK ccTLD
  • 24. #multinationalSEO at #SMS2017 by @aleyda from @orainti Check if you’re suffering from this already!
  • 25. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify which domain extensions are treated 
 as generic by Google to geolocate if needed https://support.google.com/webmasters/answer/1347922
  • 26. #multinationalSEO at #SMS2017 by @aleyda from @orainti Register & geolocate in GSC each 
 sub-directory or sub-domain to country target
  • 27. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s better to avoid automatic redirects based on the IP location
  • 28. #multinationalSEO at #SMS2017 by @aleyda from @orainti As you might assume too much and give a negative user experience
  • 29. #multinationalSEO at #SMS2017 by @aleyda from @orainti Check which are the IPs of Google’s search bots and how you treat them via your logs https://support.google.com/webmasters/answer/6144055
  • 30. #multinationalSEO at #SMS2017 by @aleyda from @orainti Avoid redirecting them all to the same country version, which will end-up hurting … like this! Starts Non-Relevant IP Based Redirects Redirects are fixed and starts a “slow” recovery
  • 31. #multinationalSEO at #SMS2017 by @aleyda from @orainti Suggest the relevant international version instead
  • 32. #multinationalSEO at #SMS2017 by @aleyda from @orainti Verify for yourself how you’re doing it 
 by using a proxy https://www.hidemyass.com/
  • 33. #multinationalSEO at #SMS2017 by @aleyda from @orainti Localize every aspect of your Web content & design URL Meta Description Currency Menu Title Images H1
  • 34. #multinationalSEO at #SMS2017 by @aleyda from @orainti Including the URLs. Use transliteration for non-latin characters. NO YES
  • 35. #multinationalSEO at #SMS2017 by @aleyda from @orainti#InternationalSEO #12A Get native support to optimize the content using the relevant terms of the target markets NO
  • 36. #multinationalSEO at #SMS2017 by @aleyda from @orainti Automated translations won’t provide the 
 actual terms used by the target audience
  • 37. #multinationalSEO at #SMS2017 by @aleyda from @orainti This is one of the critical areas major brands often overlook with international markets YES
  • 38. #multinationalSEO at #SMS2017 by @aleyda from @orainti Not only the content, but also the design; 
 based on local preferences & culture In Japan In the UK
  • 39. #multinationalSEO at #SMS2017 by @aleyda from @orainti Create a matrix with patterns to generate 
 your main content elements for each version <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title Spanish Title
  • 40. #multinationalSEO at #SMS2017 by @aleyda from @orainti Indicate your international targeting 
 with the meta & html lang tag http://bit.ly/binglang
  • 41. #multinationalSEO at #SMS2017 by @aleyda from @orainti As well as specifying your pages language 
 and country alternates with hreflang bit.ly/hreflangannotations
  • 42. #multinationalSEO at #SMS2017 by @aleyda from @orainti Every page should include its language & country target, and point to its other versions English for the US Default Spanish for the US English for the UK <link rel="canonical" href="http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> <link rel="canonical" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ /> brand.com/dogs/ brand.co.uk/dogs/ brand.com/es/perros/ English for the US <link rel="canonical" href=“http://www.brand.co.uk/dogs/“ /> <link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ /> <link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /> <link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
  • 43. #multinationalSEO at #SMS2017 by @aleyda from @orainti Using ISO 639-1 values for languages 
 and ISO 3166-1 for countries
  • 44. #multinationalSEO at #SMS2017 by @aleyda from @orainti Without changing the canonical tags configuration
  • 45. #multinationalSEO at #SMS2017 by @aleyda from @orainti You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers Add them in XML Sitemaps in non- flexible sites with a high number of versions Add them in HTML in sites with lower number of versions & coding flexibility
  • 46. #multinationalSEO at #SMS2017 by @aleyda from @orainti Start with only the necessary ones checking traffic misalignment if there are too many
  • 47. #multinationalSEO at #SMS2017 by @aleyda from @orainti Beware of including incorrect hreflang values hreflang="en-gb"
  • 48. #multinationalSEO at #SMS2017 by @aleyda from @orainti Adding a country without a language, 
 which is mandatory hreflang="pt-br" hreflang="en-ca" Not supported hreflang="es-mx" hreflang="en-us"
  • 49. #multinationalSEO at #SMS2017 by @aleyda from @orainti Using underscores instead of dashes to separate language & country values hreflang=“fr-ca”
  • 50. #multinationalSEO at #SMS2017 by @aleyda from @orainti Forgetting to self-refer by specifying 
 the current URL in the hreflangs
  • 51. #multinationalSEO at #SMS2017 by @aleyda from @orainti Not referring back at all from one language or country version to another
  • 52. #multinationalSEO at #SMS2017 by @aleyda from @orainti Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs
  • 53. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s critical to avoid these errors so the hreflang tags are not ignored…
  • 54. #multinationalSEO at #SMS2017 by @aleyda from @orainti Obtain the correct annotations 
 with the Hreflang Generator Tool bit.ly/generatorhreflang
  • 55. #multinationalSEO at #SMS2017 by @aleyda from @orainti Generate the XML sitemaps along 
 hreflang tags with the hrefbuilder hrefbuilder.com
  • 56. #multinationalSEO at #SMS2017 by @aleyda from @orainti It’s critical to organize XML sitemaps as granular as possible to facilitate troubleshooting Country Language Category
  • 57. #multinationalSEO at #SMS2017 by @aleyda from @orainti Validate the hreflang implementation using crawlers like Botify that supports it
  • 58. #multinationalSEO at #SMS2017 by @aleyda from @orainti With OnPage.org that allows to segment 
 each international version issues
  • 59. #multinationalSEO at #SMS2017 by @aleyda from @orainti Or DeepCrawl that verifies hreflang 
 implemented in XML sitemaps too
  • 60. #multinationalSEO at #SMS2017 by @aleyda from @orainti Monitor the existence of remaining issues with 
 the GSC International Targeting report
  • 61. #multinationalSEO at #SMS2017 by @aleyda from @orainti Prioritize fixing those errors with the 
 highest number of pages affected
  • 62. #multinationalSEO at #SMS2017 by @aleyda from @orainti If you follow these generation & validation steps you’ll be able to specify them effectively
  • 63. #multinationalSEO at #SMS2017 by @aleyda from @orainti And grow your international search visibility with effectively geolocalized Web versions
  • 64. #multinationalSEO at #SMS2017 by @aleyda from @orainti Focusing on increasing not only your traffic but also revenue seomonitor.com
  • 65. #multinationalSEO at #SMS2017 by @aleyda from @orainti To diversify your profitability multinationally
  • 66. #multinationalSEO at #SMS2017 by @aleyda from @orainti Thank you! #multinationalSEO at #SMS2017 by @aleyda from @orainti