Why SEOs should think about CRO when expanding internationally

How do you make sure that you get traffic and convert? How do you make sure that SEO and CRO work together? It’s all about Cultural Relevancy, not just “localized keywords.” In these slides, you will find insights on how Cultural Relevancy is critical in shaping CRO and SEO strategies, how these two only different tactics can and should work together, and the easy steps to implement to make them work.
More information on my dedicated article about the power of SEO and CRO in international markets: https://anconitano.com/international-seo-cro/

Slides presented at MeasureFest - BrightonSEO October 2022

Transcript

1. Why SEOs should think about CRO when expanding internationally https://speakerdeck.com/veruska_anconitano @lacuochina Veruska Anconitano
2. Hello! I’m Veruska 
 International & Multilingual SEO Manager Hey, I’m on Twitter! @lacuochina [Do not Ask Me Why The Nickname. 😅]
3. I Speak a Language Other Than English @lacuochina #brightonSEO
4. I Search in a Different Language @lacuochina #brightonSEO
5. I’m Not So Easily Convinced @lacuochina #brightonSEO
6. I AM YOUR TARGET!
7. AND YOUR NIGHTMARE!
8. I’m Here to Discuss SEO and CRO Working Together in International SEO 12 Tips to Make This Happen
9. I’m Not Here to Discuss Why Working In SEO is Better Than Working in CRO 😂 🤣 What Is SEO What Is CRO
10. Enough About Me
13. How Do We Usually Think?
14. SEO CRO TRAFFIC LEADS @lacuochina #brightonSEO
15. THIS IS A MESS!
16. Traffic is Nothing Without Conversions; Conversions Are Not Possible Without Traffic. @lacuochina #brightonSEO
17. SEO Qualified Traffic CRO LEADS @lacuochina #brightonSEO
18. Why is This Crucial for International Expansion?
19. The [Infamous] One-Size- Fits-All Trap @lacuochina #brightonSEO
20. If It Works in One Market, It HAS to Work Everywhere! @lacuochina #brightonSEO
21. Ehmmm…
22. User Behaviors Are Different Market by Market @lacuochina #brightonSEO
23. User Expectations Are Different Market by Market @lacuochina #brightonSEO
24. Brand Recognition Plays A Big Role in International Markets @lacuochina #brightonSEO
25. And So Do Language Proximity and Cultural Kinship @lacuochina #brightonSEO
26. Cultural Adaptation of SEO and CRO Elements Is Crucial to Succeed @lacuochina #brightonSEO
27. Joint Effort Between SEO and CRO
28. SEO PROPELS CRO
29. CRO IS THE LOGICAL CONSEQUENCE OF SEO
30. If SEO and CRO don’t talk and interact, what’s the benefit for a company?
31. 12 Tips to Make SEO and CRO Work Together in International Markets
32. CRO & SEO Rich Page Title Optimize for Conversions Long Tail @lacuochina #brightonSEO
33. Rethink Your CTA Be creative and analyze the market: Doesn’t have to be a button @lacuochina #brightonSEO
34. Converting Keywords Use Power Words in target language. Do not be afraid to use slang and colloquial words @lacuochina #brightonSEO
35. Search Intent and Purchase Funnel Navigational 👉 Awareness Informational 👉 Learning Transactional 👉 Actionable Commercial 👉 Investigative • Navigational --> EF Sitio • Informational --> Como aprender inglés de forma rápido y fácil • Transactional --> Comprar curso de inglés EF • Commercial --> EF vs British Council Awareness Consideration Decision @lacuochina #brightonSEO
36. Test, Test, Test Behaviours Expectations Frictions • Heatmap • Surveys • Existing Data @lacuochina #brightonSEO
37. Sacrifice for a Good Cause Remove THAT link at the top Remove THAT CTA in the middle of the text @lacuochina #brightonSEO
38. Track & Optimize for Micro-Conversions Brand Authority Understand Users’ Journey Help Macro- Conversions • Time spent browsing around a series of pages; • Viewing a product page; • Pages per session; • Bounce Rate; • Exit Rate @lacuochina #brightonSEO
39. Relevant Content Move away from content and structure in your source language Language Intent Topic @lacuochina #brightonSEO
40. Headlines, Headings, Headlines, Headings Headlines and Headings are useful both for SEO and for CRO and help breaking down content @lacuochina #brightonSEO
41. Less is More The Paradox of Choice @lacuochina #brightonSEO
42. Speed For every second delay in page response, there’s a decrease in CR @lacuochina #brightonSEO
43. Localize & Culturalize Adapt everything to convey your message to your target “If I'm selling to you, I speak your language. If I'm buying, dann müssen Sie Deutsch sprechen!” - German Chancellor Willy Brandt @lacuochina #brightonSEO
44. Key Takeaways 🤓 If you want to expand into a different market, you need to change your mindset about SEO and CRO and how they work together. 🤓 Understanding the local markets, the users' habits and search intent will help you build a better SEO strategy and experience and increase your CRO, which will likely lead to more success. 🤓 There are strategies to make sure SEO and CRO work together. You only need to find yours and put in place a process. 🤓 There's no magic in international expansion, but it's all about localization and culturalization of the experience. @lacuochina #brightonSEO
45. “A company without a lead approach is just a hobby, not a business. [This was supposed to be the picture of a smart person!] @lacuochina #brightonSEO
46. Before I Go…
47. @lacuochina #brightonSEO THIS DECK
 A TALK WRITE-UP
 AND [HOPEFULLY] USEFUL RESOURCES
 TO CONSULT
 WILL ALL BE AVAILABLE
48. @lacuochina #brightonSEO Thank you Anconitano.com @lacuochina in/veruska-anconitano/