the need for multilingual seo

GAJAH ANNUAL REPORT 2015 | 1

The Need for Multilingual SEORichard BrooksK International2:00pm-2:45pm Friday, October 2, 2015Information Development World 2015SAN JOSE HILTON DOUBLETREE HOTEL

GAJAH ANNUAL REPORT 2015 | 2

DOWNLOAD THIS

SLIDEDECK

http://tinyurl.com/MLSEOIDW

HELLORichard Brooks. CEO K International

@RichardMBrooks+44 1908 557 900Richard.Brooks@K-International.comwww.k-international.com

“oh… what languages

do you speak”

I leave the translation to the

clever people.

“so… you use robots to do the

translation?”

C3PO doesn’t actually exist

I am fluent in over six million forms of communication

I’m being sarcastic…

“so… why can’t you just Google translate

it?”

http://www.k-international.com/blog/google-translate/

THE NEED FOR ML SEOCHAPTER 1

Notice the time it took to shift to the west and time it will take to shift back to the east (actually at a speed of 140 kilometres a year, the fastest in history).

To download click here

PAGE 72

Each colour represents a billion people

More people live inside the circle than outside of it

If everyone lived as densely as they do in Mumbai…

… We’d all fit in Germany

• High growth economies in the digital age imply they won’t go through the same growth curve as we did… it’ll be faster.

• Technology, even innovation can be replicated. • Population size will become more important. • Developing economies will demand services faster than products.• Services such as; healthcare, financial, leisure, education will be

imported in. • Talent will be drawn to the new economies.• Governance needs to improve quickly in the developing economies.

What will these economies need?

“If I’m selling to you, I speak your language.

If I’m buying, dann müssen Sie Deutsch sprechen!”

Willy BrandtFormer Chancellor of Germany

“If I’m selling to you, I speak your language.

If I’m buying, then you need to speak German!”

Willy BrandtFormer Chancellor of Germany

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What does this have to do with SEO?

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40% of the world population has an internet connection today. From almost nothing in the early 90s the number of internet users increased tenfold from 1999 to 2013.

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There are now approx 3.2 billion people online now (which is about the same as the world population in 1962).

Love, love me do

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The internet has made real what in the 1970's that visionary of the communications Marshall McLuhan (1911-1980) called the "Global Village".

THE NEED FOR MULTILINGUAL SEO | 29 Source: Internet Live Stats (www.InternetLiveStats.com)

#1CHINA641M4% growth

#2USA279M7% growth

#3INDIA243M14% growth

#4JAPAN109M8% growth

#5BRAZIL107M7% growth

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More information is here…http://www.internetlivestats.com/internet-users-by-country/

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Do your own research:http://www.alexa.com/topsites/countries

THE NEED FOR MULTILINGUAL SEO | 32Source: U.S. Census Bureau, 2009 American Community Survey, C16005, “Nativity by Language Spoken at Home by Ability to Speak English for the Population 5 Years and Over,” , accessed January 2011.

55% of the population of San Jose over 5 years old speak a language other than English at home.

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All SEO is Multilingual SEO

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Sounds easy… just have to localize our

SEO strategies

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Almost…

ML SEO STRATEGIESCHAPTER 2

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K-international.comTop ten cities1. London2. New Delhi3. Sydney4. New York5. Melbourne6. Samara7. Brisbane8. Moscow9. Dublin10.Singapore

Ignore this

Identify opportunity

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International Keywords

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English, who needs that? I'm never going to England! 

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Number of conversions for break even

Cost of international web project

Average conversion value=Number of visits for break even

Number of conversions for break even

Average conversion value=

Work this out for each region

More ROI calcs at: http://www.optimizesmart.com/category/roi/

If you can’t get the numbers to work it might just too early. Do consider buying the ccTLDs (blocks competition).

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Track Competitors & Landscape

PEST5 ForcesRBV/VRINStrategy CanvasBusiness Model CanvasAlexa/Ahrefs

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Look for international keywords with a high payout and low competition.

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Put all the webpages in their own structure. Make sure they are all indexable in their own right.

Don’t use cookies or scripts."Om nom nom nom"

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ccTLDs, Subdomains or Subdirectories?Domains

ccTLDswww.domain.fr

Subdomainsfr.domain.com

Subdirectorieswww.domain.com/fr

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What should I translate?

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And it needs to be driven by your international keyword research.

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HREFLang

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When websites serve users from around the world with content translated or targeted to users in a certain regions Google uses the rel="alternate" hreflang="x" attributes to serve the correct language or regional URL in the Search results.

explains it as…

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You can tell Google (and Yandex) which version of your website to display in the search engine results for each region.

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Hreflang Tag Generatorhttp://www.internationalseomap.com/hreflang-tags-generator/

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Tell the search engines

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Use Structure

MARKETING YOUR SITECHAPTER 3

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To make a good international marketing campaign great talk to your audience in their own language.

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Find Influencers Here’s some tools to help. All have language/region support…

https://moz.com/followerwonk/http://topsy.com/http://simplymeasured.com/https://www.google.com/trends/Create cool stuff they’ll love, talk to them in their own language, create a community, measure what works, improve, rinse and repeat.

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Build LinksHere’s some tools to help. All have language/region support…

www.buzzstream.com/https://www.google.co.uk/alertshttp://cognitiveseo.com/http://linkprospector.citationlabs.com/Make yourself the same then different. Look at who and why people link to your competitors. Not all links are equal.

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Measure EverythingHere’s some tools to help. All have language/region support…

https://www.awrcloud.comhttps://ahrefs.com (new feature… not used on a client project yet)http://www.semrush.com/

Every day. Look at the SERPs. Look what works. Give feedback to content creation/loc teams.

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Analytics

Others are available (for the paranoid)Whatever your choice, install it early and monitor everyday.

Richard Brooksuk.linkedin.com/in/richardbrooks

twitter.com/@RichardMBrooks

plus.google.com/+RichardBrooks_L10N

0044 1908 557900Richard.Brooks@k-international.comwww.k-international.com