This document contains the slides from a presentation by Zeph Snapp on localizing international content. Some of the key points discussed include using Hreflang tags and establishing a proper site structure for different locations. It also covers developing content strategies and personas for different cultures, conducting localized keyword research, and using various translation methods including machine translation, human translation, and crowdsourcing. Tips are provided on testing translations, using bilingual writers, creating original localized content, and promoting content through links, shares and paid promotion on social media. Image credits are also included.

1. #MozCon
Zeph Snapp • Altura Interactive
MORE THAN WORDS:
@zephsnapp • zeph@alturainteractive.com
Localizing Your International Content

2. SATURATION RATES

4. YOU WANT TO GROW?
LOOK OUTSIDE

5. HREFLANG

6. SITE STRUCTURE

7. THAT’S ENTRY LEVEL

8. YOU’RE ROCK STARS!

9. TRAINING

10. ESTABLISH YOUR
RESOURCES

11. ASSETS

12. STAFF
BE REALISTIC

13. BUDGET

14. GAMEPLAN

15. CONTENT STRATEGY
WHO, HOW, WHY

16. PERSONAS CHANGE

17. PERSONAS CHANGE
CULTURE

18. PERSONAS CHANGE
CULTURE
AGE

19. PERSONAS CHANGE
CULTURE
AGE
SPENDING POWER

20. KEYWORD RESEARCH
UNIVERSAL QUERIES:

21. KEYWORD RESEARCH
HOW TO BICYCLE KICK

22. KEYWORD RESEARCH
LOCALIZED QUERY

23. KEYWORD RESEARCH
WHO WON CONCACAF?

24. #MozCon

27. STYLE GUIDES

28. BUILD TEMPLATE

29. EXECUTING THE
PLAY

30. MACHINE TRANSLATION

31. MACHINE TRANSLATION
MACHINE LEARNING

32. MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION

33. MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION
CROWDSOURCING?

34. MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION
CROWDSOURCING?
MARKETERS

35. LOCALIZATION TIPS

36. LOCALIZATION TIPS
TEST FIRST

37. LOCALIZATION TIPS
TEST FIRST
PAY BY THE HOUR

38. LOCALIZATION TIPS
TEST FIRST
PAY BY THE HOUR
BILINGUALS DO IT BETTER

39. #MozCon
BLOGGING
TRANSLATE +
ORIGINAL
CONTENT =
QUERY INTENT

40. NURTURE FANBASE

41. #MozCon
VIDEOS
TRANSCRIPT
SUBTITLE
OPTIMIZE

42. #MozCon
MAKE SOME
NOISE!

43. LINKS
STILL MATTER

44. LINKS
SHARES
STILL MATTER

45. LINKS
SHARES
REFERRALS
STILL MATTER

46. LINK RECLAMATION
THE EASY SCORE

47. #MozCon
ID, REACH OUT,
GET LINKS
PRO TIP:
HOLD OFF ON
REDIRECTING

48. GUEST AUTHORS
CALL IN A SUB!

49. #MozCon
CONTACT
FORMS
40% MORE
EFFECTIVE

50. Nudo.io
CONTACT FINDER
SPANISH LANGUAGE SITES

52. DON’T BURN BRIDGES

53. #MozCon
PAID
CONTENT
PROMOTION
ON
FACEBOOK =
COVERAGE

54. ¡GRACIAS!
http://alturainteractive.com/
international-seo-basics

55. #MozCon
Zeph Snapp • Altura Interactive
@zephsnapp • zeph@alturainteractive.com

56. 1. http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
2. http://blogs.20minutos.es/al-contragolpe-
futbol/files/2014/06/losdos.jpg
3. http://www.futbolcontextualizado.com/blog/wp-
content/uploads/2013/02/Juegos-de-f%C3%BAtbol.jpg
4. https://www.flickr.com/photos/prismatico/4708191195/in/pool-
wm2006%7Cprismatico
5. http://www.vivelohoy.com/wp-content/uploads/2014/03/476905147.jpg
6. https://www.flickr.com/photos/51422503@N03/4747309672
IMAGE CREDITS

57. 1. http://www.dw.de/argentina-b%C3%A9lgica-revancha-mundialista/a-
17760233
2. http://static1.ad.nl/static/photo/2014/4/3/13/20140629201454/media_xll
_2339968.jpg
3. http://jaimepg.com/
4. http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-Liga-
MX-2012.jpg
5. https://www.flickr.com/photos/liznn7/11274182046/
6. https://www.flickr.com/photos/antoon/14350303248/sizes/h/in/photostr
eam/
IMAGE CREDITS

58. 1. https://www.flickr.com/photos/azculture/13658045685/in/photostream/l
ightbox/
2. https://www.flickr.com/photos/landahlauts/5402837836
3. http://www.fifa.com/worldcup/photos/galleries/y=2014/m=7/gallery=bra
sil-alemania-en-imagenes-2401948-2401954.html#2401903 Photo by
Jamie McDonald/Getty Images
4. http://euro.mediotiempo.com/media/2011/05/10/fifa-1.jpg
5. http://p1.trrsf.com/image/fget/cf/images.terra.com/2014/06/30/layun-
giovaniafp29.jpg
6. https://www.flickr.com/photos/fotojota/4777406082/sizes/o/in/photostr
eam/
IMAGE CREDITS

59. 1. https://sports.yahoo.com/blogs/dirty-tackle/rafa-marquez-and-arjen-
robben-combine-to-give-netherlands-a-late-winner-over-mexico-
184210941.html
IMAGE CREDITS