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The power of SEO-
driven market
intelligence
Hinde Lamrani
ACOLAD
hindelamrani
3
Typical Content Optimization Process
Analysis
• Keyword
research
• Competition
Research
• Web
Content
Audit
SEO Expert, Content Marketer & Copywriter
Strategy &
Planning
• Keyword &
Content
Mapping
• Content
Calendar
Implementation
& Tracking
• Content
Optimization
• Content
Creation
• Content
Measuring
Goals
&
Requirements
4
Yeah!!
Job done!!
Let's send it
ALL for
translation
5
Nope! You don’t just
translate… You do it all again
for target markets
6
Prioritize which markets to focus on
based on data
Which
…countries
most
commonly
visit your site
outside your
home
market?
Who
…provides
the highest
conversion
rate/order
value/most
time on site?
Is
…your site
visible in
foreign
search
engines (and
if so, which
ones)?
How
... are they
reaching
your site
(search,
social media,
external
links, etc.)?
What
…is the
second most
important
language
among
visitors?
7
Content Optimization Process per Market
Home Market
Market 2 Market 3 Market 4
8
Content
Performance
Identify local
search
opportunities
Identify gaps
where you don’t
have relevant
content
Monitor
performance
and visibility
Optimize
existing
content to
make it search-
visible
Create &
Optimize new
content to
enhance
performance
9
Your perceived
competitors are not
your real competitors
everywhere in world
Audience Search Trends in
your target markets are not
the same as your home
market
1. 2.
Why?
10
Q: How to convince
Management to
invest?
A: With your SEO data insights
11
Each Vertical has the
obvious global
competitors.
There are also local
underdogs who turn
out to be
overperformers.
12
Shipping Industry
Every shade of yellow represents local competitors of big players
France Non-Brand KWs
FedEx dhl ups dbschenker
Sweden Non-Brand KWs
FedEx dhl mrw seur
FedEx dhl
ups cocolis
chronopost
Spain Non-Brand KWs
13
Don’t be shy to use PPC data to
convince about International SEO value
14
How to convince with $ value?
Example: 'livraison rapide’ (fast delivery)
This kind of delivery is searched for by users in France an average of 90500 times per month.
A couple of the biggest global players in the shipping industry are not ranking organically for this key term in
France,
The cost per click for this term is $1.85
If they were to start ranking organically for this term and get just 2% of the 90500 searches where users click and
get to their landing page, they’ll be earning traffic organically that’s worth $ 3348.5 ($1.85*1810 visits) for just this
one keyphrase.
Market Topic Sub-topic Keyword
Back
Translation
Search
Volume
CPC
FR
Timed
delivery
Fast delivery
Livraison
rapide
Fast delivery 90500 1,85
FR
Timed
delivery
Fast delivery Envoi rapide
Fast
shipping
60500 0,09
FR
Timed
delivery
Fast delivery Envoi rapide
Fast
shipping
12100 0,35
15
Search Trends are
not the same from
market to market
16
Directly translated
topic clusters & key
phrases will never
reveal the online
search habits of a
market
EN Source
Translation
CN
SV
Locally popular
variation in China
SV
Ecommerce
system
电子商务系统 896 电商系统 1904
Ecommerce
design
电子商务设计 28 电商设计 1960
17
Sometimes, you need to keep it in English
18
What local
comparative
websites are
saying about
you?
FR Local Comparison
website for image
banks
FR Local Comparison
website email
platform solutions
19
1 2 3
Take Aways
Establish
potential
Where should
your
international
efforts be
focused?
Research
Local data
Local competitive
landscape
PPC Keyword value
Search Trends
Local site
comparisons
Convince
Internal
Stakeholders
Simplify data
Explain data
with ROI value
Confidential & Proprietary
Any use of this material without specific permission is strictly prohibited. 20

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The power of SEO-driven market intelligence

  • 1. The power of SEO- driven market intelligence Hinde Lamrani ACOLAD hindelamrani
  • 2. 3 Typical Content Optimization Process Analysis • Keyword research • Competition Research • Web Content Audit SEO Expert, Content Marketer & Copywriter Strategy & Planning • Keyword & Content Mapping • Content Calendar Implementation & Tracking • Content Optimization • Content Creation • Content Measuring Goals & Requirements
  • 3. 4 Yeah!! Job done!! Let's send it ALL for translation
  • 4. 5 Nope! You don’t just translate… You do it all again for target markets
  • 5. 6 Prioritize which markets to focus on based on data Which …countries most commonly visit your site outside your home market? Who …provides the highest conversion rate/order value/most time on site? Is …your site visible in foreign search engines (and if so, which ones)? How ... are they reaching your site (search, social media, external links, etc.)? What …is the second most important language among visitors?
  • 6. 7 Content Optimization Process per Market Home Market Market 2 Market 3 Market 4
  • 7. 8 Content Performance Identify local search opportunities Identify gaps where you don’t have relevant content Monitor performance and visibility Optimize existing content to make it search- visible Create & Optimize new content to enhance performance
  • 8. 9 Your perceived competitors are not your real competitors everywhere in world Audience Search Trends in your target markets are not the same as your home market 1. 2. Why?
  • 9. 10 Q: How to convince Management to invest? A: With your SEO data insights
  • 10. 11 Each Vertical has the obvious global competitors. There are also local underdogs who turn out to be overperformers.
  • 11. 12 Shipping Industry Every shade of yellow represents local competitors of big players France Non-Brand KWs FedEx dhl ups dbschenker Sweden Non-Brand KWs FedEx dhl mrw seur FedEx dhl ups cocolis chronopost Spain Non-Brand KWs
  • 12. 13 Don’t be shy to use PPC data to convince about International SEO value
  • 13. 14 How to convince with $ value? Example: 'livraison rapide’ (fast delivery) This kind of delivery is searched for by users in France an average of 90500 times per month. A couple of the biggest global players in the shipping industry are not ranking organically for this key term in France, The cost per click for this term is $1.85 If they were to start ranking organically for this term and get just 2% of the 90500 searches where users click and get to their landing page, they’ll be earning traffic organically that’s worth $ 3348.5 ($1.85*1810 visits) for just this one keyphrase. Market Topic Sub-topic Keyword Back Translation Search Volume CPC FR Timed delivery Fast delivery Livraison rapide Fast delivery 90500 1,85 FR Timed delivery Fast delivery Envoi rapide Fast shipping 60500 0,09 FR Timed delivery Fast delivery Envoi rapide Fast shipping 12100 0,35
  • 14. 15 Search Trends are not the same from market to market
  • 15. 16 Directly translated topic clusters & key phrases will never reveal the online search habits of a market EN Source Translation CN SV Locally popular variation in China SV Ecommerce system 电子商务系统 896 电商系统 1904 Ecommerce design 电子商务设计 28 电商设计 1960
  • 16. 17 Sometimes, you need to keep it in English
  • 17. 18 What local comparative websites are saying about you? FR Local Comparison website for image banks FR Local Comparison website email platform solutions
  • 18. 19 1 2 3 Take Aways Establish potential Where should your international efforts be focused? Research Local data Local competitive landscape PPC Keyword value Search Trends Local site comparisons Convince Internal Stakeholders Simplify data Explain data with ROI value
  • 19. Confidential & Proprietary Any use of this material without specific permission is strictly prohibited. 20

Editor's Notes

  1. You recognize this process right? This is what you follow as SEOs as a content optimization process but what happens when you your company is targeting multiple markets and languages?
  2. where should your international efforts be Focused?
  3. Do the research to convince Management Here: Local smaller players ranking with more Non-Brand Keywords, Chronopost and cololis in FR, DBSSchenker in Sweden and Seur & MRW in Spain Those are Non-Brand Keywords you could be targeting.
  4. International keyword research is as much about culture as it is about language. It is about identifying audience search intent, so by understanding the different audiences, dialects, languages, cultures and belief systems in each of your target markets, you can reflect these differences in your online content.
  5. the Chinese variations of the source terms semantically have very similar meanings and would be accurate in a translation. However, they do not perform the same. Searchers use the research variations considerably more, which means that using only the translated variations without researching what the market’s users are actually searching for can lower rankings and decrease online visibility for the Chinese site.
  6. Investing in research before making the decision of translating all
  7. You can also find great insights in how your brand and products are perceived in target markets through SERP landscape