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Why SEOs should think about CRO when expanding internationally

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

Veruska Anconitano

October 05, 2022
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  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

  11. None
  12. None
  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/