SlideShare a Scribd company logo
#InternationalContent at #Pubcon by @aleyda from @orainti
The International
Content Success Kit
#InternationalContent at #Pubcon by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
I’m Aleyda Solis
I Write I Speak I’m Featured
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Managing Content for International
Environments can be complex
#InternationalContent at #Pubcon by @aleyda from @orainti
Development Promotion
MonitoringPublishing
#InternationalContent at #Pubcon by @aleyda from @orainti
Every phase of the content creation &
management process has challenges …
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti
Which are multiplied by the number of
international markets
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti
Like this!
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Although they should be aligned from an
operational & business perspective
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the AudienceMaking it Relevant
Measuring the impactEffectively Targeting it
#InternationalContent at #Pubcon by @aleyda from @orainti
They should also address specific audience 

& markets preferences & goals
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Like this!
Localization
of global
product
Specific
based on
local events
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Complex? Yes, but with a huge potential…
emarketer.com
Probably you
should too ;)
Some markets are
still unserved
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
… and highly profitable if done well.
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
The best to avoid having, “all your eggs in one
bag”, making SEO great again!
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Here’s a Kit of International
Content Tips & Tools for Success
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR VALIDATING 

THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Validate first which are your international
target markets: Countries or Languages?
#InternationalContent at #Pubcon by @aleyda from @orainti
Country
Targeted
Language
Targeted
#InternationalContent at #Pubcon by @aleyda from @orainti
Although country targeting is the ideal
sometimes is not the best for the process
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Keep in mind that Google doesn’t support
continents as targets
#InternationalContent at #Pubcon by @aleyda from @orainti
http://bit.ly/internationaltarget
This
is not
supported
#InternationalContent at #Pubcon by @aleyda from @orainti
All this is critical to avoid errors when 

configuring your Web content target
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
And end-up having content misalignments
issues afterwards, besides poor results!
#InternationalContent at #Pubcon by @aleyda from @orainti
“Car Hire Sydney” in google.co.uk full of Australian
ccTLDs and only gTLD that is UK targeted
com.au
com.au
com.au
com.au
com
Hertz is ranking with its Australian ccTLD
despite having a UK one targeting that query
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR
UNDERSTANDING 

THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Once you establish the target markets, it’s a
must to identify their behavior
#InternationalContent at #Pubcon by @aleyda from @orainti
Seasonality
& Local
Festivities
Product &
Service
Preferences
Local
competition
Preferred
devices
Preferred
Search Engine
#InternationalContent at #Pubcon by @aleyda from @orainti
Beware of trusting translator tools tho! 

It’s important to have someone native to do it
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who are your competitors per market?
#InternationalContent at #Pubcon by @aleyda from @orainti
similarweb.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Top Queries around your products & services
#InternationalContent at #Pubcon by @aleyda from @orainti
kwfinder.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Their search trend & difficulty
#InternationalContent at #Pubcon by @aleyda from @orainti
semrush.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Your local search results functionality &
visibility opportunities
#InternationalContent at #Pubcon by @aleyda from @orainti
Moz Keyword Explorer
serpchecker.com
#InternationalContent at #Pubcon by @aleyda from @orainti
The ones already giving visibility to your
competitors in that market
#InternationalContent at #Pubcon by @aleyda from @orainti
semrush.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Their specific search behavior per device
#InternationalContent at #Pubcon by @aleyda from @orainti
sistrix.com
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Your local competitors most visited content
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Here’s a Keyword Matrix Tool segmenting the
ones with International Support
bit.ly/keywordmatrix
#InternationalContent at #Pubcon by @aleyda from @orainti
Verify what’s the most linked content
#InternationalContent at #Pubcon by @aleyda from @orainti
cognitiveseo.com
#InternationalContent at #Pubcon by @aleyda from @orainti
And the most shared one!
#InternationalContent at #Pubcon by @aleyda from @orainti
buzzsumo.com
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Understanding local preferences & behavior
of the user is key & shouldn’t be extrapolated
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Otherwise you will end-up having this! Which
is how foreign players lose in international SEO
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR CONNECTING
WITH THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Define a Internationally Targeted Editorial
Calendar based on the findings
Country Language Platform Media Category Topic Resources Promotion
Person in
Charge
Publish
Date
UK English LinkedIn Post Flat Rentals How to find the
best price in
central London
Pricing &
location
data
LinkedIn
Property
Group
Person A 12/12/16
UK English Web Webinar Property
investment
How to select
your mortgage
Multimedi
a & Design
Social
networks
&
Newsletter
Person A 12/12/16
US English Pinterest Photos
Board
House
Decoration
DIY Children
Decoration
Photos Newsletter Person B 12/12/16
Spain Spanish Twitter Tweet
stories
Local
Festivities
Best
Apartments to
Rent for San
Fermin
Pricing &
location
data
Social
Networks
Person C 12/12/16
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Establish a process of content creation
including native & specialized validation
Native
Marketer for
Keyword
Research
Native
copywriter to
develop
PUBLISH
Native
specialist
to
validate
Native
marketer
to
validate
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Make sure that the content is only correctly
published in the relevant Web presence
Pointless
English version
in Spain that will
generate index
bloat
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Each piece of content should also be relevantly
optimized for their specific audience
Meta
Description
URL
Title
Currency
Images
H1
Text
Don’t leave
your URLs in
English, use the
appropriate
language with
latin characters
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
And not only the content, but the overall Web
experience based on local preferences
In the
USIn
Japan
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR PROMOTING

TO THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Where is your audience sharing and what’s
the type of content they prefer to share?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who’s sharing in that community?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who’s writing about those same topics?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Which Websites you can easily get in touch
with?
#InternationalContent at #Pubcon by @aleyda from @orainti
kerboo.com
#InternationalContent at #Pubcon by @aleyda from @orainti
You’ll need to contact them, 

especially at the beginning!
#InternationalContent at #Pubcon by @aleyda from @orainti
pitchbox.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Don’t expect the results to be 

the same than in the US though
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Because you won’t need them to be either!
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
But it’s key to understand what works or not,
how & why to replicate though!
#InternationalContent at #Pubcon by @aleyda from @orainti
seomonitor.com
#InternationalContent at #Pubcon by @aleyda from @orainti
To achieve success with your content in your
international search markets
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
THANKS!

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The International Content Success Kit #PubCon

  • 1. #InternationalContent at #Pubcon by @aleyda from @orainti The International Content Success Kit
  • 2. #InternationalContent at #Pubcon by @aleyda from @orainti I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I do SEO I Tweet I Share #InternationalContent at #Pubcon by @aleyda from @orainti
  • 3. #InternationalContent at #Pubcon by @aleyda from @orainti I’m Aleyda Solis I Write I Speak I’m Featured #InternationalContent at #Pubcon by @aleyda from @orainti
  • 4. #InternationalContent at #Pubcon by @aleyda from @orainti Managing Content for International Environments can be complex #InternationalContent at #Pubcon by @aleyda from @orainti Development Promotion MonitoringPublishing
  • 5. #InternationalContent at #Pubcon by @aleyda from @orainti Every phase of the content creation & management process has challenges … #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  • 6. #InternationalContent at #Pubcon by @aleyda from @orainti Which are multiplied by the number of international markets #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  • 7. #InternationalContent at #Pubcon by @aleyda from @orainti Like this! #InternationalContent at #Pubcon by @aleyda from @orainti
  • 8. #InternationalContent at #Pubcon by @aleyda from @orainti Although they should be aligned from an operational & business perspective #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the AudienceMaking it Relevant Measuring the impactEffectively Targeting it
  • 9. #InternationalContent at #Pubcon by @aleyda from @orainti They should also address specific audience 
 & markets preferences & goals #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  • 10. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Like this! Localization of global product Specific based on local events
  • 11. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Complex? Yes, but with a huge potential… emarketer.com Probably you should too ;) Some markets are still unserved
  • 12. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti … and highly profitable if done well.
  • 13. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti The best to avoid having, “all your eggs in one bag”, making SEO great again!
  • 14. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Here’s a Kit of International Content Tips & Tools for Success
  • 15. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR VALIDATING 
 THE AUDIENCE
  • 16. #InternationalContent at #Pubcon by @aleyda from @orainti Validate first which are your international target markets: Countries or Languages? #InternationalContent at #Pubcon by @aleyda from @orainti Country Targeted Language Targeted
  • 17. #InternationalContent at #Pubcon by @aleyda from @orainti Although country targeting is the ideal sometimes is not the best for the process #InternationalContent at #Pubcon by @aleyda from @orainti
  • 18. #InternationalContent at #Pubcon by @aleyda from @orainti Keep in mind that Google doesn’t support continents as targets #InternationalContent at #Pubcon by @aleyda from @orainti http://bit.ly/internationaltarget This is not supported
  • 19. #InternationalContent at #Pubcon by @aleyda from @orainti All this is critical to avoid errors when 
 configuring your Web content target #InternationalContent at #Pubcon by @aleyda from @orainti
  • 20. #InternationalContent at #Pubcon by @aleyda from @orainti And end-up having content misalignments issues afterwards, besides poor results! #InternationalContent at #Pubcon by @aleyda from @orainti “Car Hire Sydney” in google.co.uk full of Australian ccTLDs and only gTLD that is UK targeted com.au com.au com.au com.au com Hertz is ranking with its Australian ccTLD despite having a UK one targeting that query
  • 21. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR UNDERSTANDING 
 THE AUDIENCE
  • 22. #InternationalContent at #Pubcon by @aleyda from @orainti Once you establish the target markets, it’s a must to identify their behavior #InternationalContent at #Pubcon by @aleyda from @orainti Seasonality & Local Festivities Product & Service Preferences Local competition Preferred devices Preferred Search Engine
  • 23. #InternationalContent at #Pubcon by @aleyda from @orainti Beware of trusting translator tools tho! 
 It’s important to have someone native to do it #InternationalContent at #Pubcon by @aleyda from @orainti
  • 24. #InternationalContent at #Pubcon by @aleyda from @orainti Who are your competitors per market? #InternationalContent at #Pubcon by @aleyda from @orainti similarweb.com
  • 25. #InternationalContent at #Pubcon by @aleyda from @orainti Top Queries around your products & services #InternationalContent at #Pubcon by @aleyda from @orainti kwfinder.com
  • 26. #InternationalContent at #Pubcon by @aleyda from @orainti Their search trend & difficulty #InternationalContent at #Pubcon by @aleyda from @orainti semrush.com
  • 27. #InternationalContent at #Pubcon by @aleyda from @orainti Your local search results functionality & visibility opportunities #InternationalContent at #Pubcon by @aleyda from @orainti Moz Keyword Explorer serpchecker.com
  • 28. #InternationalContent at #Pubcon by @aleyda from @orainti The ones already giving visibility to your competitors in that market #InternationalContent at #Pubcon by @aleyda from @orainti semrush.com
  • 29. #InternationalContent at #Pubcon by @aleyda from @orainti Their specific search behavior per device #InternationalContent at #Pubcon by @aleyda from @orainti sistrix.com
  • 30. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Your local competitors most visited content
  • 31. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Here’s a Keyword Matrix Tool segmenting the ones with International Support bit.ly/keywordmatrix
  • 32. #InternationalContent at #Pubcon by @aleyda from @orainti Verify what’s the most linked content #InternationalContent at #Pubcon by @aleyda from @orainti cognitiveseo.com
  • 33. #InternationalContent at #Pubcon by @aleyda from @orainti And the most shared one! #InternationalContent at #Pubcon by @aleyda from @orainti buzzsumo.com
  • 34. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Understanding local preferences & behavior of the user is key & shouldn’t be extrapolated
  • 35. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Otherwise you will end-up having this! Which is how foreign players lose in international SEO
  • 36. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR CONNECTING WITH THE AUDIENCE
  • 37. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Define a Internationally Targeted Editorial Calendar based on the findings Country Language Platform Media Category Topic Resources Promotion Person in Charge Publish Date UK English LinkedIn Post Flat Rentals How to find the best price in central London Pricing & location data LinkedIn Property Group Person A 12/12/16 UK English Web Webinar Property investment How to select your mortgage Multimedi a & Design Social networks & Newsletter Person A 12/12/16 US English Pinterest Photos Board House Decoration DIY Children Decoration Photos Newsletter Person B 12/12/16 Spain Spanish Twitter Tweet stories Local Festivities Best Apartments to Rent for San Fermin Pricing & location data Social Networks Person C 12/12/16
  • 38. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Establish a process of content creation including native & specialized validation Native Marketer for Keyword Research Native copywriter to develop PUBLISH Native specialist to validate Native marketer to validate
  • 39. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Make sure that the content is only correctly published in the relevant Web presence Pointless English version in Spain that will generate index bloat
  • 40. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Each piece of content should also be relevantly optimized for their specific audience Meta Description URL Title Currency Images H1 Text Don’t leave your URLs in English, use the appropriate language with latin characters
  • 41. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti And not only the content, but the overall Web experience based on local preferences In the USIn Japan
  • 42. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR PROMOTING
 TO THE AUDIENCE
  • 43. #InternationalContent at #Pubcon by @aleyda from @orainti Where is your audience sharing and what’s the type of content they prefer to share? #InternationalContent at #Pubcon by @aleyda from @orainti
  • 44. #InternationalContent at #Pubcon by @aleyda from @orainti Who’s sharing in that community? #InternationalContent at #Pubcon by @aleyda from @orainti
  • 45. #InternationalContent at #Pubcon by @aleyda from @orainti Who’s writing about those same topics? #InternationalContent at #Pubcon by @aleyda from @orainti
  • 46. #InternationalContent at #Pubcon by @aleyda from @orainti Which Websites you can easily get in touch with? #InternationalContent at #Pubcon by @aleyda from @orainti kerboo.com
  • 47. #InternationalContent at #Pubcon by @aleyda from @orainti You’ll need to contact them, 
 especially at the beginning! #InternationalContent at #Pubcon by @aleyda from @orainti pitchbox.com
  • 48. #InternationalContent at #Pubcon by @aleyda from @orainti Don’t expect the results to be 
 the same than in the US though #InternationalContent at #Pubcon by @aleyda from @orainti
  • 49. #InternationalContent at #Pubcon by @aleyda from @orainti Because you won’t need them to be either! #InternationalContent at #Pubcon by @aleyda from @orainti
  • 50. #InternationalContent at #Pubcon by @aleyda from @orainti But it’s key to understand what works or not, how & why to replicate though! #InternationalContent at #Pubcon by @aleyda from @orainti seomonitor.com
  • 51. #InternationalContent at #Pubcon by @aleyda from @orainti To achieve success with your content in your international search markets #InternationalContent at #Pubcon by @aleyda from @orainti
  • 52. #InternationalContent at #Pubcon by @aleyda from @orainti THANKS!