This document discusses strategies for international SEO. It notes that Google results are localized based on location and language. It recommends digitizing and translating all content into relevant languages, using local signals, and discovering how others in different locations are ranking. Translations should be in-text rather than using Google Translate as the primary tool. Keywords, pluralization, synonyms and phrase order should match the local language. Surveys can also be used to gather local content and links. International SEO requires understanding intent in different locations and languages.

1. International SEO – Adobe AEM Multilingual
Eli Schwartz
October 8, 2015

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Personal
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Education
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Govt.
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For-Profit
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English
Português
Türkçe
Italiano
Français
Dansk
Deutsch
Nederlands
Norsk Svenska
Suomi
Русский
Русский
한국어
中文(繁體)
Español

6. SEO is a big part of any international
strategy

7. Internet growth around the world

8. Languages around the world
87%
13% English
(Primary & Secondary)
Everything
else

9. Google?
Bing? English is
only the 3rd
most popular
language

10. Massive disparity = Big opportunity
15x!

11. Most important thing you will ever hear
about Google and SEO

12. It’s all about intent!
USUK

13. How does google interpret queries?

14. Real world examples

15. Google is creepy

16. Global results you see are not real

17. Google is local

18. Results are local

19. But not necessarily outside of the USA
Indonesian
Results in
Malaysia

20. Capitalize on the opportunity

21. Digitize and Translate Everything

22. Translations must be in-text

23. Avoid Google Translate as your primary tool

24. But use it…Begrudgingly ..

25. Discover who else is REALLY ranking

26. …And copy them

27. Use local signals
No
Singapore
Shipping

28. • Keyword density
• Exact keyword matches
Pluralization
Synonyms
Phrase order matching
• Duplicate content

29. English

30. German

31. Same language different meanings: “Char”
Quebec France

32. It’s not just international: Pop vs Soda
Even within
one country
we have
different ways
of referring to
the same
exact thing

33. Don’t just translate

34. Some international keyword tools

35. A few more things

36. Links?

37. Don’t stop the roadmap for Mobile SEO

38. Transliterate your brand

39. Auto-targeting
• Leave an escape option if
the targeting is wrong
• Send users to an an actual
URL – don’t just proxy
content
• Googlebot will always be in
the US
• Ensure there are links for the
bot to find international
content

40. • ccTLD is the best but not popular
• Subdirectory is next best
• Avoid subdomains
Domain structure

41. Use surveys for quick local content & links

42. Any questions?
elis@surveymonkey.com
Add me on LinkedIn
Twitter: @5le