the key ingredients for international seo success #mktfest
TRANSCRIPT
![Page 1: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/1.jpg)
The Key Ingredients for International SEO Success in Competitive Countries
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Ahoj Brno
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I SPEAK
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
I DO SEO
ORAINTI.COM @ALEYDA
I SHARE
I WRITE
I AM
Ahoj Brno
![Page 4: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/4.jpg)
Finding the right ingredients to Conquer International Search Markets can be tough…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
But we have Google’s Best Practices Recipes don’t we?
https://support.google.com/webmasters/answer/182192?hl=en
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Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends on your current configuration &
your market search results &
competitors
![Page 8: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/8.jpg)
How you do you connect with foreign users & compete with local brands?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
![Page 9: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/9.jpg)
How you do you connect with foreign users & compete with local brands?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends on the cultural preferences &
characteristics of your audience &
competitors
![Page 10: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/10.jpg)
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
How do you avoid ending up with too many international versions you can’t maintain?
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How do you avoid ending up with too many international versions you can’t maintain?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends on the validation of each
market potential and avoiding the non-
viable ones
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How you do you rank in competitive markets if you’re starting from scratch?
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How you do you rank in competitive markets if you’re starting from scratch?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends on your initial
SEO status, your authority & how optimized your competitors are
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Yikes! They’re not necessarily that helpful with your “personalized” needs
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Stop acting like a COOK & become a CHEF, to
create your own recipes… you need to know the ingredients
well first though
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Let’s go through the main Ingredients to solve these issues by creating your own
successful International SEO recipes
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Selecting The International Markets w/ the Highest Potential
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Don’t rely exclusively in completely automatized tools to validate the potential of international markets
UPS!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Identify the top country markets in your industry that you’re still not targeting & their search traffic share
Use SimilarWeb
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which countries have the highest search traffic volume? Which are the top keywords & competitors?
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which of these are already being leveraged by your competitors? How are they performing for them?
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
You can use SEMrush, Sistrix or SearchMetrics alternatively to verify this too
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… and how you’re already performing for these markets even if you’re still not targeting them?
This will be your starting point
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify the traffic trend, used devices, ranked keywords, pages & conversion performance
Use Google
Analytics & Search Console
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Expand the keywords with a research to identify search patterns & opportunities
Use KeywordTool.io
& KWFinder along Google’s tools to validate volume
& trends
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Assess the Top International Country Markets with the identified data to prioritize them
Other Traffic Drivers
Seasonality & Trend
Search Engines Devices
Competitors Authority
KeywordsOrganic Search Traffic
Volume & Share
COUNTRYCURRENT ORGANIC SEARCH TRAFFIC
COMPETITION LEVEL
SEARCH VOLUME OPPORTUNITY
SEARCH TREND IN MARKET
SEARCH ENGINE USED SPAM LEVEL
UK 100 per month High 500,000 searches per month Positive Google Low
Spain 50 per month Medium 300,000 searches per month Positive Google Medium
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify if there’s enough organic search traffic to compensate profitable Web operations
Cost of international Web projectNumber of Conversions for a break-even Average conversion value
=
No. of Conversions for Break-evenNumber of visits for a break-even Average Conversion Rate
=
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Use the International ROI calculator to make it easier
http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s time to make a decision regarding the International search markets to target
>Your International traffic potential Visits & Conversions for a break-even
Yes No
Continue with the international Web & SEO project
Might be too early
Buy & secure your ccTLDs for future activity
For most important countries
Create a pilot project prioritizing main pages
Create custom alerts
in GA
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Say Goodbye to Non-Beneficial International Web Versions!
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Establishing in your selected markets with the right International targeting
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Should your target countries or languages with your International Web Presence?
Is location a factor that influence your Web operations?
Yes No
Is there enough traffic & conversions to target each country?
Language Targeting
Yes No
Country Targeting
You can start with
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Should your target countries or languages with your International Web Presence?
VS
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
International Targeting Web Structure AlternativesFOR COUNTRY TARGETING
ccTLDs
www.yourbrand.es
www.yourbrand.es/categoria-a/
Sub-directories
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
Sub-domains
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
FOR LANGUAGE TARGETING
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
FOR COUNTRY TARGETING FOR LANGUAGE TARGETING
* Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity
* Require less technical resources * Require less efforts to grow popularity * More chances to get all versions penalized if something goes bad * More efforts to geolocate
* Require more technical resources * Require more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites* More efforts to geolocate
* Require less technical resources * Require less efforts to grow popularity * Deeper url structure * More chances to get all versions penalized if something goes bad
* Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains
ccTLDs
Sub-directories
Sub-domains
International Targeting Web Structure Alternatives
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Be careful when “mixing” the different Web structures
This is a subdomain, not really a ccTLD, doesn’t have its
benefits and all the cons! Better to use
linet.co.uk
The additional /ru/ subdirectory is not needed if you’re
already using a .ru ccTLD
UPS!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Or overlapping them! Remember that “continent” or “zone” targeting is not supported by Google
This should be the general
“Spanish” & “English” Language Target, not Latin America
or Europe
UPS!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s not recommended to use parameters for language or country targeting
You’ll have issues to
Geolocate
UPS!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… as well as not recommended to use scripts & cookies to show all versions in the same URLs
In Spanish In EnglishUPS!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify which extensions are treated as generic
https://support.google.com/webmasters/answer/1347922?hl=en
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
If you’re using sub-directories or sub-domains to country target, register & geolocate in the Search Console
This is only enabled for gTLDs not already
geolocalized ccTLDs
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Take into consideration which Web structures are used by top sites in the market
TRAVEL IN CZECH REPUBLIC
TRAVEL IN THE UK
Most of ccTLDs Most of
gTLDs
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The extensions of pages ranking for the most popular terms in your international industries
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
co.uk
net
co.uk
com
co.uk
co.uk
com
co.uk
com
cz
In certain countries a ccTLD & local IP will be much
more important
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As well as their level of authority vs. yours
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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You can use these tools to verify international results
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
No more erroneous international target
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Successfully configuring your site to Rank for its Target
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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Localize your Web Content & Overall Web Experience with the Relevant Language & Targeted Keywords
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Meta Description
URL
Title
MenuCurrency
Images
H1
Content
Don’t leave your URLs in English always,
latinized languages if
needed
UPS!
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VS
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Remember that although language might be the same terms could be different and should be localized
In Argentina In Mexico
Podés
Creá
Registrate
Creá
UPS!
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VS
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
In Japan In Spain
Not only the content, but also the design; based on local preferences. Like this…
![Page 51: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/51.jpg)
So if you have the exact same design you might want to analyze local competitors & audiences preferences
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In Japan In Czech RepublicVS
UPS!
![Page 52: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/52.jpg)
Native language is key for research, content development and on-going support
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
You should also indicate your international targeting with the meta & html lang tag
http://bit.ly/binglang
![Page 54: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/54.jpg)
As well as to specify them by implementing hreflang annotations in each one of your pages
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
http://bit.ly/hreflangannotations
![Page 55: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/55.jpg)
There are 3 ways to include it, but the best is directly into the HTML inside the <head>
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![Page 56: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/56.jpg)
But what if there are too many of them? Include only the necessary ones checking traffic misalignment
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Other countries organic search
traffic & visibility in UK site
![Page 57: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/57.jpg)
Beware of including incorrect hreflang values…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s not “en-uk” but “en-gb” to
specify English in the UK
![Page 58: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/58.jpg)
Mapping to non-existing or mistaken URLs…
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An absolute URL without the “http://“
An English value added to the Spanish Home Page Version
![Page 59: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/59.jpg)
Not mapping back between URLs…
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The English version home page
points to the Brazilian one, but this
doesn’t add its tags back
![Page 60: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/60.jpg)
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… And remember to be consistent with your targeting
UPS!
![Page 61: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/61.jpg)
Avoid hreflang annotations issues by using the hreflang tag generator tool
http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
![Page 62: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/62.jpg)
If you decide to add them in XML sitemaps use these generators to facilitate the implementation
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http://bit.ly/hreflangsitemap
Make Sure to Consolidate the XML sitemaps in
one file to better monitor
them
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Google Search Console will warn you about hreflang errors they identify
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But you should directly validate their implementation by using an SEO crawler
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www.screamingfrog.co.uk/seo-spider/
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Some of them directly verifies hreflang tags without requiring any further configuration
onpage.org
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Avoid automatic redirects based on user IP or browser language with potential crawling issues…
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…or backlash from your users from assuming too much
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The same with intrusive pop-ups or overlays
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![Page 69: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/69.jpg)
It’s better to suggest the appropriate version to your users, in case they don’t land in it
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No more non-relevant international Web versions!
![Page 71: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/71.jpg)
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Connecting & growing your authority with your
international audience
![Page 72: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/72.jpg)
Identify the characteristics of the links & mentions you need to grow your authority vs. your competitors
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Popular Topics
Traffic Channels Characteristics
Audience share behavior
& search seasonality
Local Influencers & Top Referrers
Popular Content Characteristics
Local Competitor
Authority Profile
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What’s the gap from an authority perspective with your international competitors?
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There are foreign markets where local &
multinational players do not have a high level of
authority (or optimization) necessarily, which you
can profit from
![Page 74: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/74.jpg)
Identify your International audiences preferences: What content do they prefer?
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www.buzzsumo.com
www.cognitiveseo.com
![Page 75: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/75.jpg)
Which are their favorite social networks and how do they share?
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Which other sites do they visit?
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![Page 77: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/77.jpg)
Who are the influencers there to connect with and how do they share?
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![Page 78: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/78.jpg)
Which relevant & authoritative local sites could you outreach to collaborate?
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www.kerboo.com
![Page 79: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/79.jpg)
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www.kerboo.com
Which relevant & authoritative local sites could you outreach to collaborate?
![Page 80: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/80.jpg)
Identify seasonality, local festivities, news & trends that you can leverage
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Use this to develop & promote your content & overall brand presence in the new markets
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![Page 82: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/82.jpg)
They can do it, and you too!
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They can do it, and you too!
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#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Forget about low International Authority
![Page 85: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/85.jpg)
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s time to create your own successful International SEO
Recipes with these ingredients
![Page 86: The Key Ingredients for International SEO Success #MKTFest](https://reader031.vdocument.in/reader031/viewer/2022020917/587a11871a28abb4238b46bb/html5/thumbnails/86.jpg)
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Díky! Dotazy?