UiPath Community: Communication Mining from Zero to Hero
Aleyda Solis_SearchLove London 2013
1. From Unknown Foreigner to Local Star
How to succeed at real (not ideal) International SEO scenarios
international seo at #searchlove by @aleyda from @woorank
2. Raise your hand
if you have International SEO experience
international seo at #searchlove by @aleyda from @woorank
3. Raise your hand
if you have SUCCESSFUL International SEO experience
international seo at #searchlove by @aleyda from @woorank
5. Going International
can be COMPLEX
CCTLDS OR SUB-DIRECTORIES?
LANGUAGES OR COUNTRIES?
international seo at #searchlove by @aleyda from @woorank
6. Going International
requires a LOCALIZED approach
DO I LOOK LIKE A NATIVE NOW?
international seo at #searchlove by @aleyda from @woorank
7. Here’s what I’ve learned
after +5 years of International SEO successes & failures
MY NAME IS ALEYDA SOLIS,
INTERNATIONAL SEARCH MARKETER,
HEAD OF DIGITAL STRATEGY AT WOORANK
international seo at #searchlove by @aleyda from @woorank
8. Challenge No. 1: Your International Strategy
international seo at #searchlove by @aleyda from @woorank
9. “We don’t have enough
resources to update all of
our International sites”
WHY DID YOU BUILT THEM THEN?
international seo at #searchlove by @aleyda from @woorank
10. DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE
THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT
WITHIN THOSE MARKETS TO START WITH THEM
international seo at #searchlove by @aleyda from @woorank
11. USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC
BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER
COUNTRY & LANGUAGE.
international seo at #searchlove by @aleyda from @woorank
12. CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU
INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS,
CLICKS, CTR & POSITION OVER TIME.
international seo at #searchlove by @aleyda from @woorank
13. IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE
RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
14. USE THESE KEYWORD RESEARCH TOOLS
Suggestion
Keyword Finder
IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE
RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
15. DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO
IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE
international seo at #searchlove by @aleyda from @woorank
16. American English
“Search Engine Optimization”
“User behavior”
“I’m going to check my agenda”
British English
“Search Engine Optimisation”
“User behaviour”
“I’m going to check my diary”
WARNING: THEY LOOK SIMILAR
BUT ARE NOT THE SAME
NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO
PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN
LANGUAGE BUT TARGETING TO OTHER COUNTRIES
international seo at #searchlove by @aleyda from @woorank
17. TECHNICAL
FEASIBILITY &
SUPPORT FOR MULTI
COUNTRY / LANGUAGE
SETTING
ONGOING NATIVE
SUPPORT BUDGET &
AVAILABILITY
MULTILINGUAL
CONTENT
DEVELOPMENT &
UPDATE
INTERNATIONAL
PRICING & CURRENCY
INTERNATIONAL
PRODUCT / SERVICE
DELIVERY
INTERNATIONAL
LEGAL & OPERATION
CONSTRAINTS
VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL,
CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE
IN THE IDENTIFIED TOP MARKETS
international seo at #searchlove by @aleyda from @woorank
18. WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY &
CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
19. http://www.internationalseomap.com/roi-calculator/
WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY &
CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
20. Your International SEO potential
Yes
Continue with the internationaL SEO project
>
Visits & Conversions for a break-even
No
Might be too early
1. Buy & secure your ccTLDs for future activity
2. Create custom alerts in Google Analytics for important countries
REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE:VALIDATE IF YOUR
INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE
MOST IMPORTANT IDENTIFIED MARKETS
international seo at #searchlove by @aleyda from @woorank
21. Challenge No. 2 - Your International Targeting
international seo at #searchlove by @aleyda from @woorank
22. “I want a Latin America
Version for my site”
YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT?
international seo at #searchlove by @aleyda from @woorank
23. Is location a factor that influence your Web operations?
Yes
No
Are there enough traffic & conversions to target each country?
Yes
Country Targeting
No
You can start with
Language Targeting
IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES,
ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS.
international seo at #searchlove by @aleyda from @woorank
24. BETTER TO INHERIT POPULARITY
BETTER TO GEOTARGET
BETTER FOR SITES WITH MORE CONTENT
BETTER TO INHERIT POPULARITY
FROM EXISTENT SITE
A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS
FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID
INTERNATIONAL SEARCH ALIGNMENT ISSUES
international seo at #searchlove by @aleyda from @woorank
25. INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH
SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES
international seo at #searchlove by @aleyda from @woorank
26. AND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES!
international seo at #searchlove by @aleyda from @woorank
27. AVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS
SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
international seo at #searchlove by @aleyda from @woorank
28. TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL
PUBLISHED AT THE SEER INTERACTIVE BLOG
international seo at #searchlove by @aleyda from @woorank
30. MAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY
SPECIFICATION IN YOUR HREFLANG TAGS
international seo at #searchlove by @aleyda from @woorank
31. SOON WITH SUPPORT TO MASSIVELY
GENERATE HREFLANG TAGS
USE THE HREFLANG TAG GENERATOR TOOL TO
CREATE YOUR HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
33. YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO
GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
37. THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT
HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE
ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1)
international seo at #searchlove by @aleyda from @woorank
38. IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD:
GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN
WITH WEBMASTER TOOLS
international seo at #searchlove by @aleyda from @woorank
39. AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T
ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE
AND MIGHT MESS WITH YOUR SITE CRAWLABILITY.
international seo at #searchlove by @aleyda from @woorank
40. TAKE A LOOK AT HOW AMAZON DOES IT
international seo at #searchlove by @aleyda from @woorank
41. showing a spaniard specific character in A “generic” spanish
language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE
AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING,
YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES
international seo at #searchlove by @aleyda from @woorank
42. Challenge No. 3 - Your International Popularity
international seo at #searchlove by @aleyda from @woorank
43. “We’re so popular here
already, we just need to
extrapolate what we
have”
YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT?
international seo at #searchlove by @aleyda from @woorank
44. THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT
WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ)
international seo at #searchlove by @aleyda from @woorank
45. USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER
UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
international seo at #searchlove by @aleyda from @woorank
49. USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE,
MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
international seo at #searchlove by @aleyda from @woorank
50. USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE,
MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
international seo at #searchlove by @aleyda from @woorank
51. USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL
INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
52. USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL
INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
53. NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE &
BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO
RESPECT LOCAL TRADITIONS TOO.
international seo at #searchlove by @aleyda from @woorank
54. THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE
USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE
CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS!
international seo at #searchlove by @aleyda from @woorank
55. Just two more resources to help you...
international seo at #searchlove by @aleyda from @woorank
56. AN INTERNATIONAL SEO CHECKLIST
international seo at #searchlove by @aleyda from @woorank
