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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
- 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?
- where should your international efforts be Focused?
- 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.
- 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.
- 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.
- Investing in research before making the decision of translating all
- You can also find great insights in how your brand and products are perceived in target markets through SERP landscape