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
   

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2. Hello!
   I’m Veruska 

   International & Multilingual
   SEO Manager
   Hey, I’m on Twitter!
   @lacuochina [Do not Ask Me
   Why The Nickname. 😅]
   

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3. I Speak a
   Language
   Other Than
   English
   @lacuochina #brightonSEO
   

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4. I Search in a
   Different
   Language
   @lacuochina #brightonSEO
   

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5. I’m Not So
   Easily
   Convinced
   @lacuochina #brightonSEO
   

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6. I AM YOUR TARGET!
   

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7. AND YOUR NIGHTMARE!
   

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8. I’m Here to Discuss
   SEO and CRO Working
   Together in International SEO
   12 Tips to Make This Happen
   

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9. I’m Not Here to Discuss
   Why Working In SEO is Better
   Than Working in CRO 😂 🤣
   What Is SEO
   What Is CRO
   

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10. Enough About Me
    

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13. How Do We Usually Think?
    

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14. SEO
    CRO
    TRAFFIC
    LEADS
    @lacuochina #brightonSEO
    

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15. THIS IS A MESS!
    

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16. Traffic is Nothing Without
    Conversions; Conversions
    Are Not Possible Without
    Traffic.
    @lacuochina #brightonSEO
    

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17. SEO
    Qualified
    Traffic
    CRO
    LEADS
    @lacuochina #brightonSEO
    

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18. Why is This Crucial
    for International
    Expansion?
    

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19. The [Infamous] One-Size-
    Fits-All Trap
    @lacuochina #brightonSEO
    

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20. If It Works in One
    Market, It HAS to Work
    Everywhere!
    @lacuochina #brightonSEO
    

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21. Ehmmm…
    

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22. User Behaviors Are
    Different Market by Market
    @lacuochina #brightonSEO
    

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23. User Expectations Are
    Different Market by Market
    @lacuochina #brightonSEO
    

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24. Brand Recognition Plays A
    Big Role in International
    Markets
    @lacuochina #brightonSEO
    

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25. And So Do Language
    Proximity and Cultural
    Kinship
    @lacuochina #brightonSEO
    

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26. Cultural Adaptation of
    SEO and CRO Elements
    Is Crucial to Succeed
    @lacuochina #brightonSEO
    

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27. Joint Effort
    Between SEO
    and CRO
    

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28. SEO PROPELS CRO
    

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29. CRO IS THE LOGICAL
    CONSEQUENCE OF SEO
    

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30. If SEO and CRO don’t talk
    and interact, what’s the
    benefit for a company?
    

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31. 12 Tips to Make SEO and
    CRO Work Together in
    International Markets
    

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32. CRO & SEO Rich Page Title
    Optimize for
    Conversions
    Long Tail
    @lacuochina #brightonSEO
    

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33. Rethink Your CTA
    Be creative and
    analyze the market:
    Doesn’t have to be
    a button
    @lacuochina #brightonSEO
    

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34. Converting Keywords
    Use Power Words
    in target language.
    Do not be afraid to
    use slang and
    colloquial words
    @lacuochina #brightonSEO
    

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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
    

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36. Test, Test, Test
    Behaviours
    Expectations
    
    
    Frictions
    • Heatmap
    
    
    • Surveys
    
    
    • Existing
    Data
    
    
    @lacuochina #brightonSEO
    

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37. Sacrifice for a Good Cause
    Remove THAT link
    at the top
    
    
    Remove THAT CTA
    in the middle of the
    text
    @lacuochina #brightonSEO
    

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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
    

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39. Relevant Content
    Move away from
    content and
    structure in your
    source language
    Language
    Intent
    Topic
    @lacuochina #brightonSEO
    

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40. Headlines, Headings, Headlines, Headings
    Headlines and
    Headings are
    useful both for
    SEO and for CRO
    and help breaking
    down content
    @lacuochina #brightonSEO
    

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41. Less is More
    The Paradox of
    Choice
    @lacuochina #brightonSEO
    

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42. Speed
    For every second
    delay in page
    response, there’s a
    decrease in CR
    @lacuochina #brightonSEO
    

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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
    

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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
    

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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
    

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46. Before I Go…
    

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47. @lacuochina #brightonSEO
    THIS DECK

    A TALK WRITE-UP

    AND [HOPEFULLY]
    USEFUL RESOURCES

    TO CONSULT

    WILL ALL BE AVAILABLE
    

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48. @lacuochina #brightonSEO
    Thank you
    Anconitano.com
    @lacuochina
    in/veruska-anconitano/
    

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