![Page 1: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/1.jpg)
International SEO and
Content Silos
Enterprise Ireland eMarketing EventUsing the Internet to Compete in International Markets
John Caldwell
[email protected] 513267086 2410295
![Page 2: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/2.jpg)
• Physicist
• Headed up Global Marketing and Intelligence Teams
• Founded CreatorSEO, Intelligence Market and Research and Experts
• Head office in Smithstown, Shannon
•Specialise in helping businesses grow internationally
![Page 3: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/3.jpg)
Some of our customers ........
![Page 4: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/4.jpg)
We don’t just consult ........
We are not just experts in SEO ........
![Page 5: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/5.jpg)
• Introduction
• The Search Landscape and how Search Engines Work
• Silos
• International SEO
• Duplicate Content
• Tips
Areas covered:
![Page 6: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/6.jpg)
Search Engine Optimisation - Introduction
![Page 7: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/7.jpg)
It All Starts With Strategy•Which market?
•Which country or countries?
•Focussing on a region?
•Emphasising particular products?
Digital strategy:
Marker-place analysis:
Goals and KPI’s:
Strategy:
![Page 8: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/8.jpg)
If your not on page 1
of search results
you don’t exist!
Perception is reality
![Page 9: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/9.jpg)
search engines and social media
are the gatekeepers of your
Content visibility
![Page 10: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/10.jpg)
Search engines – How they work?
![Page 11: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/11.jpg)
What a Search Engine Sees
![Page 12: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/12.jpg)
The Golden triangle
![Page 13: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/13.jpg)
Artificial Intelligence – Machine Learning
RankBrain
Is Google’s name for a machine-learning artificial intelligence system used to help ranking
![Page 14: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/14.jpg)
Which? - search engines!
![Page 15: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/15.jpg)
… but it is usually enough to focus on the main Search Engines
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
![Page 16: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/16.jpg)
… and let’s not forget
![Page 17: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/17.jpg)
Search Pyramid
Bring all this together with intelligence
![Page 18: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/18.jpg)
The search demand curve
Source: SEOMoz
1 2 3-4 4+
![Page 19: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/19.jpg)
What is Google looking for?
![Page 20: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/20.jpg)
You need to think like Google:Keyword relationships and
usage – close bonds between keywords on each page
Date can be important – most recent content
– if applicable
Predict what you are looking for!
Phrases are unique
The intent of your search – information open queries
- location matters
![Page 21: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/21.jpg)
Unique contentGoogle likes unique content
Does your content on a PAGE meet all the searcher’s
needs?
Are you better at giving the searcher the information they
need?
![Page 22: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/22.jpg)
Content Silos
![Page 23: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/23.jpg)
A content silo is the grouping of related content around key terms.
These key terms are topical grouped on areas or themes.
These are implemented on your website / digital needs
Content Silos
![Page 24: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/24.jpg)
Traffic
SEO / User Experience
Content Silos
![Page 25: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/25.jpg)
25
Make it easy for the search engines - content silos
Google in particular want to have a good understanding of your website’s content.
- what your promoting - how it is structured - layout of content
Content organisation! Traffic
SEO / User Experience
Content Silos
![Page 26: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/26.jpg)
26
Key term relevancy is based on a page’s content as well as the relevance of the entire website.
Content silos help provide relevance!
If you want to rank think of sections rather than just a page.
Relevant Content Traffic
SEO / User Experience
Content Silos
![Page 27: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/27.jpg)
27
• Silos • Relevancy• Consistency
• Amplify your content
Target the right audience with the right content
– as per your digital strategy – planned in your roadmap
Content Amplification
![Page 28: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/28.jpg)
28
Content Example – Google.co.uk rankingTerm 1 Term 2 Term 3 Term 4 Term 5
Ranking before process >500 201 306 432 >500
Implemented Silos & taxonomy 145 61 114 92 345
Relevancy - meta / content 86 39 51 44 74
LinkedIn engagement 52 30 64 37 49
Consistency – links / language 48 27 31 33 37
New relevant content (daily) 3 4 2 5 11
Get feed for your site: [email protected]
![Page 29: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/29.jpg)
Google Analytics and Webmaster Tools
![Page 30: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/30.jpg)
Mysiteperformance and Google keyword checker
•Test your site on - www.mysiteperformance.com
![Page 31: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/31.jpg)
Marketing - Google Alerts & Google News & Google Publisher
![Page 32: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/32.jpg)
Growth Hacking
![Page 33: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/33.jpg)
Marketing Marketing incl. SEOincl. SEO
CustomerCustomerNeedsNeeds DataData
Growth Hacking
![Page 34: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/34.jpg)
Normally a MARKETER works
side by side with a
CODER
• Growth hacking is about doing whatever it is to get digital/user results - using the right tactics and practices
![Page 35: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/35.jpg)
MARKETER and
CODER Try things till it
works!
• What really happens:
![Page 36: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/36.jpg)
Marketing Marketing incl. SEOincl. SEO
CustomerCustomerNeedsNeeds DataData
Growth Hacking Analytics
Baseline Create a dashboard
Perform AB Testing Create interventions Make changes One Metric That Matters? Talk to customers Make more changes
Anal
yse
befo
re a
nd a
fter c
hang
es
![Page 37: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/37.jpg)
InternationalisationGoogle.ie, Google.co.uk, Google.de, Google.fr……
![Page 38: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/38.jpg)
Trading internationally• Common situations:
• one country, several languages
• one language, several countries
![Page 39: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/39.jpg)
Trading internationally• What can be done?
• domains by country?
• main domain and subdirectories per language?
• sub domains?
• Geo targeting on Google
![Page 40: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/40.jpg)
Trading internationally• Best option domains by country
• creatorseo.com
• creatorseo.fr
• creatorseo.de
• but
• complicated to manage and coordinate
• one CMS for all or one per domain?
![Page 41: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/41.jpg)
Trading internationally• Sub-domains or Domain name alias
• us.creatorseo.com• fr.creatorseo.com • de.creatorseo.com
• Directories by country/language• creatorseo.com/us/• creatorseo.com/fr/ • creatorseo.com/de/
• One language, several countries• creatorseo.com/es/ • mycompany.com/es-pu/ (Peru)• mycompany.com/es-mx/ (Mexico)
![Page 42: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/42.jpg)
Trading internationally• Subdomains by country
• Search Engines consider subdomains almost a completely different entity than their domain
• they don’t inherit most of the domain's relevancy
• Example of a sub domain
• http://spanish.creatorseo.com
• … but are a more integrated approach than having a number of unrelated domain names
X
![Page 43: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/43.jpg)
Trading internationally
A new domain starts with
ZERO domain authority
![Page 44: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/44.jpg)
Trading internationally• Directories by country/language
• Cheaper
• Less technical resources required
• Easier to manage and coordinate
• Directories contribute to increase the general relevancy of a domain
• Domain authority is consolidated
![Page 45: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/45.jpg)
Trading internationally• You don’t need multiple websites to rank internationally
![Page 46: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/46.jpg)
![Page 47: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/47.jpg)
Before internationalising your site• Market research
• Site performance
• SEO implementation
• Speed of site
• Number of pages on your site – CPU and Memory
• Language or Country targeting
• Localisation costs
![Page 48: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/48.jpg)
Competition
![Page 49: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/49.jpg)
Competition ---- Perception is Reality• On-line competition may not be your traditional competition
• Different competitors in different regions
SEO is about beating your competition in the targeted geographies
![Page 50: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/50.jpg)
Audience• Know your audience
• Cultural
• In Mediterranean counties - Internet use is driven more by social factors rather than anything else,
• where Nordic countries rely on the internet for more pragmatic, functional purposes.
• Language
• What are they searching for?
![Page 51: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/51.jpg)
Keyword
Avg. Monthly Searches World
wide(exact match only)
Avg. Monthly Searches US (exact
match only)
Avg. Monthly Searches UK (exact
match only)
Avg. Monthly Searches Canada
(exact match only)
Avg. Monthly Searches Germany (exact match only)
Avg. Monthly Searches France
(exact match only)
Avg. Monthly Searches China
(exact match only)
Avg. Monthly Searches India
(exact match only)
hotels in dublin 49,500 1,900 18,100 390 590 110 10 90
dublin hotels 33,100 3,600 18,100 880 480 140 10 70
hotels dublin 18,100 590 6,600 170 1,000 390 10 10
hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10
And that’s just English!
![Page 52: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/52.jpg)
![Page 53: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/53.jpg)
Local content• Use local addresses and contact information
• Add local case studies/ testimonials • with names and images
• Customise content for each country or market
• More relevant, increases local link building opportunities, and decreases duplicate content
• Currency
![Page 54: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/54.jpg)
Design and usability
![Page 55: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/55.jpg)
Basic requirements for any website A web site is a bit like an advert!
• Clear purpose
• Easy to use / intuitive
• High impact- you have only 4 seconds to impress!
• Optimised for visitors
• Target audience
• Easily found by the target audience
• Content must be dynamic and interesting
![Page 56: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/56.jpg)
Design and usability• Different countries prefer different design aesthetics
• Recreating your website in a different language may not be enough
• Get feedback on your site from locals in your target country
![Page 57: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/57.jpg)
Duplicate Content
![Page 58: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/58.jpg)
Duplicate Content and Languages• Google and Bing have clearly said to keep one language on one URL.
- Proxied content- Content served by a cookie - Side-by-side translations
Can be very problematic for search engines to index a page in more than one language.
You want
1 URL = 1 language
![Page 59: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/59.jpg)
Duplicate Content and Language Flags• Hreflang tags are intended to ensure the correct localised page is seen by Google
• You can have multi-country targeted content in the same language. - You need to combine hreflang tags + some localisation!
![Page 60: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/60.jpg)
Ways to avoid Duplicate Content• Use Hreflang tags
• Localised keyword optimisation
• Have local content … maybe testimonials
• Name, Address, Phone, Currencies, Google Business profile
• Localised HTML sitemaps
• Localised navigation and home page features that cater to specific audiences
• Localised images that resonate with the audience
• Obtain links from local links
![Page 61: Data analytics and SEO to grow your international business | John Caldwell | CreatorSEO](https://reader036.vdocument.in/reader036/viewer/2022062822/58816d4a1a28abf7478b4ea1/html5/thumbnails/61.jpg)
Some Final Tips• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google +
• Manage your site links
• Get a local mailing address
• Use a translator!
• Value proposition• Call to action• Speed• User experience
• Relevant and most recent unique content
Google shows search results based on
what's best for the user