Aleyda Solid - International SEO

Transcript

1. How to succeed at real (not ideal) International SEO scenarios international seo at #searchlove by @aleyda from @woorank From Unknown Foreigner to Local Star
2. Raise your hand if you have International SEO experience international seo at #searchlove by @aleyda from @woorank
3. Raise your hand if you have SUCCESSFUL International SEO experience international seo at #searchlove by @aleyda from @woorank
4. Going International is ATTRACTIVE NOM NOM NOM! international seo at #searchlove by @aleyda from @woorank
5. CCTLDS OR SUB-DIRECTORIES? LANGUAGES OR COUNTRIES? international seo at #searchlove by @aleyda from @woorank Going International can be COMPLEX
6. international seo at #searchlove by @aleyda from @woorank Going International requires a LOCALIZED approach DO I LOOK LIKE A NATIVE NOW?
7. Here’s what I’ve learned after +5 years of International SEO successes & failures MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER, HEAD OF DIGITAL STRATEGY AT WOORANK international seo at #searchlove by @aleyda from @woorank
8. Challenge No. 1: Your International Strategy international seo at #searchlove by @aleyda from @woorank
9. WHY DID YOU BUILT THEM THEN? international seo at #searchlove by @aleyda from @woorank “We don’t have enough resources to update all of our International sites”
10. DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT WITHIN THOSE MARKETS TO START WITH THEM international seo at #searchlove by @aleyda from @woorank
11. international seo at #searchlove by @aleyda from @woorank USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER COUNTRY & LANGUAGE.
12. CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS, CLICKS, CTR & POSITION OVER TIME. international seo at #searchlove by @aleyda from @woorank
13. IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank
14. IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING KEYWORD RESEARCH TOOLS international seo at #searchlove by @aleyda from @woorank Suggestion Keyword Finder USE THESE KEYWORD RESEARCH TOOLS
15. DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE international seo at #searchlove by @aleyda from @woorank
16. WARNING: THEY LOOK SIMILAR BUT ARE NOT THE SAME NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN LANGUAGE BUT TARGETING TO OTHER COUNTRIES international seo at #searchlove by @aleyda from @woorank “Search Engine Optimization” “Search Engine Optimisation” “User behavior” “User behaviour” “I’m going to check my diary” “I’m going to check my agenda” British English American English
17. VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE IN THE IDENTIFIED TOP MARKETS international seo at #searchlove by @aleyda from @woorank TECHNICAL FEASIBILITY & SUPPORT FOR MULTI COUNTRY / LANGUAGE SETTING MULTILINGUAL CONTENT DEVELOPMENT & UPDATE ONGOING NATIVE SUPPORT BUDGET & AVAILABILITY INTERNATIONAL PRODUCT / SERVICE DELIVERY INTERNATIONAL PRICING & CURRENCY INTERNATIONAL LEGAL & OPERATION CONSTRAINTS
18. WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank
19. WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR international seo at #searchlove by @aleyda from @woorank http://www.internationalseomap.com/roi-calculator/
20. REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE: VALIDATE IF YOUR INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE MOST IMPORTANT IDENTIFIED MARKETS international seo at #searchlove by @aleyda from @woorank > Your International SEO potential Visits & Conversions for a break-even Yes No Continue with the internationaL SEO project Might be too early 1. Buy & secure your ccTLDs for future activity 2. Create custom alerts in Google Analytics for important countries
21. Challenge No. 2 - Your International Targeting international seo at #searchlove by @aleyda from @woorank
22. “I want a Latin America Version for my site” YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT? international seo at #searchlove by @aleyda from @woorank
23. IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES, ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS. international seo at #searchlove by @aleyda from @woorank Is location a factor that influence your Web operations? Yes No Are there enough traffic & conversions to target each country? Language Targeting Yes No Country Targeting You can start with
24. A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES international seo at #searchlove by @aleyda from @woorank BETTER TO GEOTARGET BETTER TO INHERIT POPULARITY FROM EXISTENT SITE BETTER FOR SITES WITH MORE CONTENT BETTER TO INHERIT POPULARITY
25. international seo at #searchlove by @aleyda from @woorank INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES
26. international seo at #searchlove by @aleyda from @woorank AND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES!
27. international seo at #searchlove by @aleyda from @woorank AVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
28. international seo at #searchlove by @aleyda from @woorank TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG
29. international seo at #searchlove by @aleyda from @woorank TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflang- tag
30. international seo at #searchlove by @aleyda from @woorank MAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION IN YOUR HREFLANG TAGS
31. USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank SOON WITH SUPPORT TO MASSIVELY GENERATE HREFLANG TAGS
32. USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS international seo at #searchlove by @aleyda from @woorank http://www.internationalseomap.com/hreflang-tags-generator/
33. international seo at #searchlove by @aleyda from @woorank YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
34. international seo at #searchlove by @aleyda from @woorank http://www.themediaflow.com/resources/tools/href-lang-tool/ YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
35. international seo at #searchlove by @aleyda from @woorank VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
36. international seo at #searchlove by @aleyda from @woorank VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR http://flang.dejanseo.com.au/
37. international seo at #searchlove by @aleyda from @woorank THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1)
38. international seo at #searchlove by @aleyda from @woorank IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN WITH WEBMASTER TOOLS
39. international seo at #searchlove by @aleyda from @woorank AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE AND MIGHT MESS WITH YOUR SITE CRAWLABILITY.
40. international seo at #searchlove by @aleyda from @woorank TAKE A LOOK AT HOW AMAZON DOES IT
41. international seo at #searchlove by @aleyda from @woorank AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING, YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES showing a spaniard specific character in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE
42. Challenge No. 3 - Your International Popularity international seo at #searchlove by @aleyda from @woorank
43. “We’re so popular here already, we just need to extrapolate what we have” YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT? international seo at #searchlove by @aleyda from @woorank
44. THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ) international seo at #searchlove by @aleyda from @woorank
45. international seo at #searchlove by @aleyda from @woorank USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
46. international seo at #searchlove by @aleyda from @woorank http://www.consumerbarometer.com/ USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
47. USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY international seo at #searchlove by @aleyda from @woorank
48. international seo at #searchlove by @aleyda from @woorank http://www.similarweb.com/global USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY
49. international seo at #searchlove by @aleyda from @woorank USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
50. international seo at #searchlove by @aleyda from @woorank USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
51. USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank
52. USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD RELATIONSHIPS WITH THEM international seo at #searchlove by @aleyda from @woorank
53. NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE & BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO RESPECT LOCAL TRADITIONS TOO. international seo at #searchlove by @aleyda from @woorank
54. THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS! international seo at #searchlove by @aleyda from @woorank
55. Just two more resources to help you... international seo at #searchlove by @aleyda from @woorank
56. AN INTERNATIONAL SEO CHECKLIST international seo at #searchlove by @aleyda from @woorank
57. international seo at #searchlove by @aleyda from @woorank http://moz.com/blog/the-international-seo-checklist AN INTERNATIONAL SEO CHECKLIST
58. AND A LIST WITH +40 INTERNATIONAL SEO TOOLS international seo at #searchlove by @aleyda from @woorank
59. international seo at #searchlove by @aleyda from @woorank http://moz.com/blog/40-plus-tools-to-advance-your-international-seo- process AND A LIST WITH +40 INTERNATIONAL SEO TOOLS
60. LET’S GO ABROAD Now you’re ready to face these International SEO challenges international seo at #searchlove by @aleyda from @woorank
61. international seo at #searchlove by @aleyda from @woorank THANK YOU Do you have any questions?
62. international seo at #searchlove by @aleyda from @woorank FIND HERE THE AWESOME TUBE MAP UNDER CREATIVE COMMONS http://www.flickr.com/photos/anniemole/313981428/