3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit

#internationalstrategy for #mnsummit by @aleyda from @orainti
How to Effectively Establish & Run a Successful
International Digital Marketing Strategy

HELLO #MNSUMMIT

SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS

GOING INTERNATIONAL MIGHT BE KEY TO EXPAND
YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX

WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?

HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?

HOW DO YOU DO IF YOU DON’T SPEAK THE LANGUAGE?

HOW DO YOU IDENTIFY YOUR LOCAL COMPETITORS?

WHICH WEB PLATFORMS ARE POPULAR TO TARGET?

STEPS TO ESTABLISH A SUCCESSFUL
INTERNATIONAL DIGITAL STRATEGY
3

1
START BY VALIDATING THE POTENTIAL TRAFFIC &
PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS

THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB
PRESENCE PROFITABLE

VALIDATE YOUR COMPANY’S INTERNATIONAL WEB
OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE
Geography,
cultural
& Language 
Factors
Pricing &  
Currency  
Factors 
Web  
Goal
Business
Model
Company  
Operations 
Web Content &
Development

IDENTIFY YOUR CURRENT SITE BEST  
PERFORMING COUNTRIES AND LANGUAGES
which are the top countries &
languages from a trafﬁc &
conversions perspective?

ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC
BEHAVIOR PER CHANNEL
which are the top countries &
languages from a trafﬁc &
conversions perspective?

AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY  
PER COUNTRY

CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL
MARKETS FOR YOUR COMPETITORS

AND THE OVERALL TOP COUNTRY MARKETS  
FOR YOUR INDUSTRY

YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL  
COUNTRY & LANGUAGE MARKETS TO ASSESS
Referrers
Seasonality
& Trend
Traffic  
volume per
Channel
Search
Engines 
Devices
Competitors
Social
Networks
Keywords

IDENTIFY THE POTENTIAL TRAFFIC PER CHANNEL FOR  
EACH COUNTRY

YOUR MOBILE TRAFFIC, SEASONALITY & TREND

… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!

VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH
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
=

USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT
EVEN EASIER
http://www.internationalseomap.com/roi-calculator/

IT’S TIME TO MAKE A DECISION REGARDING THE
INTERNATIONAL 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
custom  
alerts
in GA
Create a
pilot project
prioritizing
main pages

NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS
TO DO THIS FOR YOU… YOU NEED TO VALIDATE!

USE TRANSLATION SUPPORT TOOLS ALONG
TRANSLATORS OR NATIVE SPECIALIZED SPEAKERS

BE AWARE THAT THEY WILL BE REQUIRED FOR THE ON-
GOING ONLINE MARKETING PROCESS
KEYWORD
RESEARCH
CONTENT
DEVELOPMENT
SOCIAL &
COMMUNITY
MANAGEMENT
ADS &
CAMPAIGNS
SUPPORT
CUSTOMER
SUPPORT

BY TAKING ALL THESE CRITERIA INTO CONSIDERATION
YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A
PROFITABLE INTERNATIONAL WEB PRESENCE

2
ESTABLISH YOUR INTERNATIONAL TARGETING &  
OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT

THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB
PRESENCE TO YOUR INTERNATIONAL AUDIENCE

SHOULD YOU TARGET COUNTRIES OR LANGUAGES  
WITH YOUR 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

HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE
VS

CHOOSE YOUR INTERNATIONAL WEB STRUCTURE
ACCORDING TO YOUR TARGETING & COMPETITORS
ccTLDs
Sub-Directories
Sub-Domains

WARNING! DON’T USE PARAMETERS TO ENABLE THEM

BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English

FOR 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/

* 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
* Better than sub-directories to organize larger & more complex sites 
* More efforts to geolocate
ccTLDs
Sub-directories
Sub-domains
FOR COUNTRY TARGETING

VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC
https://support.google.com/webmasters/answer/1347922?hl=en

IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO
COUNTRY TARGET, REGISTER & GEOLOCATE THEM

FOR LANGUAGE TARGETING
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
* Require less technical resources
* Require less efforts to grow popularity 
* Deeper url structure
* More chances to get all versions penalized if something goes bad
* shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains

FOR EXAMPLE

BESIDES WEB STRUCTURES PROS & CONS,  
VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET

AND THE PAGES RANKING FOR THE MOST POPULAR TERMS
YOU’LL NEED TO COMPETE WITH THEM!
South African
ccTLDs in
Australian SERPs?
And these
Spanish ccTLDs
in Argentinian
SERPs?
“CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA

ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST  
TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE

1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images ALT description
LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE
WITH THE TARGETED KEYWORDS & PRODUCTS

EVEN IF THEY’RE IN THE SAME LANGUAGE

ALSO FROM A DESIGN & BRANDING PERSPECTIVE
VS

AS WELL AS INDICATING YOUR INTERNATIONAL
TARGETING WITH THE META AND HTML LANG TAG
http://bit.ly/binglang

AND WITH HREFLANG ANNOTATIONS!

http://bit.ly/googlehreflang
BE CAREFUL WITH USING INCORRECT VALUES

INCLUDING NON-RELEVANT OR MISTAKEN URLS

OR NOT ADDING THE RETURN TAGS

http://bit.ly/hreflangsitemap
YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS…
BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML

USE THE HREFLANG GENERATOR TO AVOID HREFLANG
ERRORS
www.internationalseomap.com/hreflang-tags-generator/

GOOGLE WEBMASTER TOOLS WILL WARN  
ABOUT SOME OF THEM

www.screamingfrog.co.uk/seo-spider/
BUT YOU SHOULD VALIDATE YOURSELF BY USING  
AN SEO CRAWLER THOUGH

onpage.org
ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL  
& TRANSLATION REPORT

DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE
OF IDNS & NON-LATIN CHARACTERS IN URLS

DO THE SAME WITH ALL YOUR ONLINE PRESENCE!  
NOT ONLY WITH YOUR SITE

EVEN IF IT’S NOT THAT STRAIGHT-FORWARD OR FREE…

THERE ARE ALWAYS WORK-AROUNDS

BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR  
USERS INTERNATIONAL TARGETING THOUGH…

IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS

REMEMBER THAT INTERSTITIALS ARE INTRUSIVE &  
MIGHT CAUSE CRAWLING ISSUES TOO

IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO
EFFECTIVELY TARGET TO YOUR INTERNATIONAL
AUDIENCE

3
UNDERSTAND & INCREASE YOUR POPULARITY  
AMONG YOUR INTERNATIONAL AUDIENCE

THE GOAL IS TO CONNECT WITH YOUR INTERNATIONAL
AUDIENCE AND GROW YOUR AUTHORITY

START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC &
PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS

RELEVANT COMPETITORS & KEYWORDS USED AMONG
YOUR AUDIENCE

POPULAR ORGANIC SEARCH TERMS TREND & 
COMPETITION LEVEL OVER TIME

WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF
YOUR COMPETITORS…

THE MOST POPULAR AND HIGHLY SHARED TOPICS,
IDENTIFYING WHERE AND WHO SHARED THEM

AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK

WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT
YOU CAN OUTREACH PER COUNTRY & LANGUAGE

POPULAR
TOPICS &
KEYWORDS
TRAFFIC
CHANNELS
CHARACTERISTICS
AUDIENCE SHARE
AND SEARCH
BEHAVIOR
LOCAL
INFLUENCERS
& TOP
REFERRERS
WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL &
LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS
POPULAR
CONTENT
CHARACTERISTICS
LOCAL
COMPETITORS
PROFILE

BY BECOMING A REAL LOCAL PLAYER!

WITH INCREASING AND ULTIMATELY, PROFITABLE RESULTS

THANKS! DO YOU HAVE ANY QUESTIONS?
NOW IS YOUR TIME

3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (12)

Ähnlich wie 3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit

Ähnlich wie 3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit (20)

Mehr von Aleyda Solís

Mehr von Aleyda Solís (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit