The International Content Success Kit #PubCon

#InternationalContent at #Pubcon by @aleyda from @orainti
The International
Content Success Kit

I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share

I’m Aleyda Solis
I Write I Speak I’m Featured

Managing Content for International
Environments can be complex
Development Promotion
MonitoringPublishing

Every phase of the content creation &
management process has challenges …
Connecting with the Audience
Measuring the impactEﬀectively Targeting it
Making it Relevant

Which are multiplied by the number of
international markets
Making it Relevant

Like this!

Although they should be aligned from an
operational & business perspective
Connecting with the AudienceMaking it Relevant

They should also address speciﬁc audience  
& markets preferences & goals
Making it Relevant
Making it Relevant

#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Like this!
Localization
of global
product
Specific
based on
local events

Complex? Yes, but with a huge potential…
emarketer.com
Probably you
should too ;)
Some markets are
still unserved

… and highly proﬁtable if done well.

The best to avoid having, “all your eggs in one
bag”, making SEO great again!

Here’s a Kit of International
Content Tips & Tools for Success

FOR VALIDATING  
THE AUDIENCE

Validate ﬁrst which are your international
target markets: Countries or Languages?
Country
Targeted
Language
Targeted

Although country targeting is the ideal
sometimes is not the best for the process

Keep in mind that Google doesn’t support
continents as targets
http://bit.ly/internationaltarget
This
is not
supported

All this is critical to avoid errors when  
conﬁguring your Web content target

And end-up having content misalignments
issues afterwards, besides poor results!
“Car Hire Sydney” in google.co.uk full of Australian
ccTLDs and only gTLD that is UK targeted
com.au
com.au
com.au
com.au
com
Hertz is ranking with its Australian ccTLD
despite having a UK one targeting that query

FOR
UNDERSTANDING  
THE AUDIENCE

Once you establish the target markets, it’s a
must to identify their behavior
Seasonality
& Local
Festivities
Product &
Service
Preferences
Local
competition
Preferred
devices
Preferred
Search Engine

Beware of trusting translator tools tho!  
It’s important to have someone native to do it

Who are your competitors per market?
similarweb.com

Top Queries around your products & services
kwﬁnder.com

Their search trend & diﬃculty
semrush.com

Your local search results functionality &
visibility opportunities
Moz Keyword Explorer
serpchecker.com

The ones already giving visibility to your
competitors in that market
semrush.com

Their speciﬁc search behavior per device
sistrix.com

Your local competitors most visited content

Here’s a Keyword Matrix Tool segmenting the
ones with International Support
bit.ly/keywordmatrix

Verify what’s the most linked content
cognitiveseo.com

And the most shared one!
buzzsumo.com

Understanding local preferences & behavior
of the user is key & shouldn’t be extrapolated

Otherwise you will end-up having this! Which
is how foreign players lose in international SEO

FOR CONNECTING
WITH THE AUDIENCE

Deﬁne a Internationally Targeted Editorial
Calendar based on the ﬁndings
Country Language Platform Media Category Topic Resources Promotion
Person in
Charge
Publish
Date
UK English LinkedIn Post Flat Rentals How to find the
best price in
central London
Pricing &
location
data
LinkedIn
Property
Group
Person A 12/12/16
UK English Web Webinar Property
investment
How to select
your mortgage
Multimedi
a & Design
Social
networks
&
Newsletter
Person A 12/12/16
US English Pinterest Photos
Board
House
Decoration
DIY Children
Decoration
Photos Newsletter Person B 12/12/16
Spain Spanish Twitter Tweet
stories
Local
Festivities
Best
Apartments to
Rent for San
Fermin
Pricing &
location
data
Social
Networks
Person C 12/12/16

Establish a process of content creation
including native & specialized validation
Native
Marketer for
Keyword
Research
Native
copywriter to
develop
PUBLISH
Native
specialist
to
validate
Native
marketer
to
validate

Make sure that the content is only correctly
published in the relevant Web presence
Pointless
English version
in Spain that will
generate index
bloat

Each piece of content should also be relevantly
optimized for their speciﬁc audience
Meta
Description
URL
Title
Currency
Images
H1
Text
Don’t leave
your URLs in
English, use the
appropriate
language with
latin characters

And not only the content, but the overall Web
experience based on local preferences
In the
USIn
Japan

FOR PROMOTING 
TO THE AUDIENCE

Where is your audience sharing and what’s
the type of content they prefer to share?

Who’s sharing in that community?

Who’s writing about those same topics?

Which Websites you can easily get in touch
with?
kerboo.com

You’ll need to contact them,  
especially at the beginning!
pitchbox.com

Don’t expect the results to be  
the same than in the US though

Because you won’t need them to be either!

But it’s key to understand what works or not,
how & why to replicate though!
seomonitor.com

To achieve success with your content in your
international search markets

THANKS!

The International Content Success Kit #PubCon

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The International Content Success Kit #PubCon