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Global SEO: It’s Just Not That
Complicated
Eli Schwartz
Online Marketing Manager
SurveyMonkey
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What do you call
someone that
speaks many
languages?
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Multilingual
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What do you call
someone that
speaks two
languages?
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Bilingual
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What do you call
someone that
speaks just one
language?
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Bilingual
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90% Everywhere
Else
10%
USA
Internet Population
Worldwide
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87%
13%
Other languages
English
(Primary + secondary)
Languages Understood
Worldwide
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Not
Trying
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Not
Caring
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WTF?
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Global marketing begins with SEO
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But, have you noticed this trend?
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Hummingbird launched late
August 2013
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Platform = Software
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Google Knows You Want the Score
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Google Knows Which Score
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Google Knows You Want the Score, Just Not Sure Which
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Is
Hummingbird
Multilingual?
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This is BIG
news.
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Same day search on Google.pl
No
scores!?
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Same day search on Google.pl for
“Germany” in Polish
News, but
no
knowledge
graph
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Same day search on Google.de for
“Poland” in Polish
News, but
no
knowledge
graph
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Hummingbird is either dead
internationally or only speaks
English
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International SEO is “Easy” and
predictable
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Titles in
results
match the
query
Customer Satisfaction Survey in
German
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Titles in
results
match the
query
Customer Satisfaction Survey in
German
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Prepositions in English are“Stop
Words”
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Foreign language prepositions are NOT
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Go global without the
language classes
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No Shortcuts
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Context is King
None of these are relevant to SurveyMonkey’s business
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Dysfunctional marriage between
Google Translate and Adwords
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Step 1: Learn 1 word
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Step 2: Google in the local
language
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Step 3: Open Google in 2
Chrome tabs
original translated
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Step 4: Learn some synonyms
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Step 5: Add some modifiers
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Step 6: Find some context
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Note: Be prepared to innovate
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Note: Result counts matter
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Step 7: Mine the competitors
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Step 8: Metadata is your friend
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Step 9: Don’t forget the slang
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Step 10: Expand keyword list
with Google Suggest
Keywordtool.io
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Step 11: Find ranking keywords
from competitor pages
Semrush.com
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Step 12: Find similar web pages
and ranking keywords
Similarweb.com
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Step 13: Adv. Google queries
related:domain.tld
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Adwords Keyword Tool
Step 14: Look up LOCAL search
volume
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Step 15: Translate the full list just
for context
Google Translate or any other
tool
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Can also translate keywords in
Google Sheets
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Step 16: Work with a native
Borrow or rent
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Use Keywords
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Translate existing content
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Culture
Check?
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Find ideas from Google Trends
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Find ideas from YouTube
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Find ideas from Twitter
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Write about holidays
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Generate Unique Data
With SurveyMonkey Audience
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Lather,
rinse, repeat
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Don’t become a punch line
