Download - International SEO Slides at #SMX Munich: How to identify, fix & monitor misalignment issues
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW TO IDENTIFY, FIX & TRACK INTERNATIONAL SEARCH RESULTS MISALIGNMENT ISSUES
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HALLO MNCHEN
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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SPEAKER
BLOGGER SHARER@aleyda +aleydasolis
SEO
IM ALEYDA SOLIS
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
One of the biggest International SEO challenges is to effectively target your content to its relevant
country and/or language audience
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
TL;DR INTERNATIONAL TARGETING
This is an English Bulldog: Speak to him
in British English & show him a co.uk ccTLD
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
LETS ANALYZE A FEW INTERNATIONAL RESULTS
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
ARGENTINA VACATIONS FROM THE US
All .com domains in
English
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
RESTAURANTES INDIOS CENTRO DE LONDRES FROM ARGENTINA
What is a Spanish ccTLD
doing on the first result?
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
CAR HIRE SOUTH AFRICA FROM AUSTRALIA
And all these South
African ccTLDs in Australian
SERPs?
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
AND CAR HIRE SOUTH AFRICA FROM THE UK?
The same! South African ccTLDs in
UK SERPs
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
COMPRAR IPHONE FROM ARGENTINA
And these Spanish ccTLDs in Argentinian
SERPs?
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
MOVISTAR FROM PANAMA
And these Colombian,
Argentinian & Peruvian ccTLDs in Panaman SERPs?
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
INTERNATIONAL RESULTS MISALIGNMENTS ARE COMMON
Ive seen enough!
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
INTERNATIONAL RESULTS MISALIGNMENTS ARE COMMON
Content in the same language
targeted to different country
Similar terms in different languages
or brand queries
Big gap between domain authority from
different international
sites Low number of relevant results targeting the
specific country
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW TO IDENTIFY MISALIGNMENTS ISSUES?
1
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
USE THE ORGANIC TRAFFIC SEGMENT IN GOOGLE ANALYTICS LOCATION REPORT
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IDENTIFY ADDITIONAL COUNTRIES BRINGING YOU ORGANIC TRAFFIC TO YOUR SITE
WHATS THEIR VOLUME?
& THE BOUNCE RATE?
DO THEY CONVERT?
DO YOU HAVE A SITE VERSION TARGETING
THEM?
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
CREATE SEGMENTS FOR THE TOP COUNTRIES ORGANIC TRAFFIC
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
DRILL-DOWN AND IDENTIFY THE CONTENT ATTRACTING TRAFFIC FOR EACH ONE
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
GO TO GWT, SELECT THE COUNTRY AND CHECK THE QUERIES RANKING FOR THOSE PAGES
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
AND THEIR IMPRESSIONS, POSITION & CTR FROM THE COUNTRY
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
VERIFY THESE YOURSELF BY USING A PROXY OR INTERNATIONAL SEARCH SWITCHER
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
CHECK THE MISALIGNMENT ISSUES FROM YOUR COMPETITORS BY USING SEMRUSH, SIMILARWEB, SEARCHMETRICS, SISTRIX
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW TO FIX MISALIGNMENTS ISSUES?
2
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
THE BEST IS SEPARATE EACH INTERNATIONAL VERSION CONSISTENTLY AND PLACE THEIR CONTENT IN EACH STRUCTURE
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
THE BEST IS SEPARATE EACH INTERNATIONAL VERSION CONSISTENTLY AND PLACE THEIR CONTENT UNDER EACH ONE
DONT TARGET OTHER COUNTRIES
WITH A NON-RELEVANT CCTLD:
YOURBRAND.DE/MX/
DONT MIX INTERNATIONAL CONTENT ACROSS DIFFERENT
WEB STRUCTURAL AREAS: YOURBRAND.COM/ES.HTML VS.
YOURBRAND.COM/ES/PRODUCTO-A/
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
OUCH!
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
BE AWARE OF NON-GEOTARGETABLE CCTLDS
https://support.google.com/webmasters/answer/1347922?hl=en
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
REGISTER & GEOTARGET YOUR SUB-DIRECTORIES & SUB-DOMAINS IN GWT IF YOURE COUNTRY TARGETING
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
AVOID AUTOMATIC REDIRECTS & INTERSTITIALS WHICH CAN CAUSE CRAWLING ISSUES
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
ITS BETTER TO RECOMMEND IN A NON-INTRUSIVE WAY
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IMPLEMENT HREFLANG ANNOTATIONS TO SPECIFY YOUR CONTENT LANGUAGE & COUNTRY TARGET OF EACH PAGE
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
IMPLEMENT HREFLANG ANNOTATIONS TO SPECIFY YOUR CONTENT LANGUAGE & COUNTRY TARGET OF EACH PAGE
BETTER TO IMPLEMENT IN HTML
HEAD: THEYRE ALWAYS SEEN
XML SITEMAPS ARE THE SECOND BEST
OPTION: THEY CAN BECOME TOO BIG, REPETITIVE AND NOT ALWAYS TAKEN INTO
CONSIDERATION
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
BE CAREFUL TO ADD NON-RELEVANT OR ERRONEOUS CODES
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
CREATE THEM BY USING THE HREFLANG TAG GENERATOR
http://www.internationalseomap.com/hreflang-tags-generator/
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
& THE MEDIA FLOW HREFLANG TOOL FOR XML SITEMAPS
www.themediaflow.com/tool_hreflang.php
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
ALWAYS VERIFY WITH GOOGLES SPECIFICATION
https://support.google.com/webmasters/answer/189077?hl=en
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
USE SCREAMING FROG OR DEEPCRAWL TO VALIDATE THAT YOU HAVE CORRECTLY ADDED HREFLANG TAGS
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
MONITOR YOUR HREFLANG ANNOTATIONS WITH GWT INTERNATIONAL TARGETING REPORT
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
& NOT FORGET TO USE THE HTML LANG & CONTENT LANGUAGE META TAGS
www.w3schools.com/tags/ref_language_codes.asp
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MAKE SURE YOUR CONTENT IS FEATURING THE RELEVANT TERMS TARGETED TO EACH COUNTRY
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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EVERY ELEMENT OF THE SITE PAGES & CONTENT SHOULD BE ALIGNED & LOCALIZED
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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DO AN INTERNATIONAL KEYWORD RESEARCH WITH NATIVE SPEAKERS
keywordtool.io/semrush.com/
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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AVOID THE TEMPTATION OF AUTOMATIC TRANSLATION
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
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CREATE CONTENT & PROMOTE IT INTERNATIONALLY TO BUILD COUNTRY & LANGUAGE RELEVANT LINKS
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
ITS NOT ABOUT THE
VOLUME BUT LANGUAGE &
COUNTRY RELEVANCE
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
HOW TO MONITOR MISALIGNMENTS ISSUES?
3
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
SET ALERTS IN GOOGLE ANALYTICS!
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
TRACK THE SERPS FOR THE TOP QUERIES & COUNTRIES WHERE YOU HAVE IDENTIFIED ISSUES
SERPWOO DOES IT EASILY
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
YOURE NOW READY TO AVOID MISALIGNMENT ISSUES
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#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI
REMEMBER: BE CULTURALLY EMPATHIC & ALSO AUTHENTIC
What the heck is this?
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DANKE #SMX MNCHEN!
#INTERNATIONALSEO AT #SMX MUNCHEN BY @ALEYDA FROM @ORAINTI