A publication of

50 SEO & WEBSITE TIPS FORTHE

Learn how to create a culturally-optimised website

International Marketer

This content typically includes step-by-step instructions on how

to get started with this aspect of inbound marketing and learn its

INTRODUCTORY

IS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine if

Intermediate content is for marketers who are familiar with the

INTERMEDIATE

this aspect of inbound marketing and help you develop complete

ADVANCED

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whole marketing world to-

Get Found: Convert: Nurture your leads and drive conversions Analyze: Plus more apps and integrations

LEADU q

M s

YLEADgVideo Overview

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50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER

for customers to learn how to create marketing

campaigns in

software

Diana is a regular contributor to the HubSpot

FOLLOW ME ON TWITTER@DIANAURBAN

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CONTENTS LAUNCHING YOUR GLOBAL WEBSITE /7

KEYWORD RESEARCH /13

ON-PAGE SEO ELEMENTS /16

OFF-PAGE SEO ELEMENTS /22

WEBSITE DESIGN ELEMENTS /26

PAID & SOCIAL MEDIA /29

CULTURAL ELEMENTS /32

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How can I optimise my

website for a global

audience?“

”

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CHAPTER 1

LAUNCHING YOUR GLOBAL WEBSITE

G

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USE COUNTRY EXTENSIONS... OR REDIRECT THEM1

SET UP CROSS-DOMAIN CANONICAL TAGS 2 across different

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SET UP LOCAL SERVERS3

hosted is a very small factor in their international ranking algorithms

GET A LOCAL MAILING ADDRESS 4Establish a physical location or mailing address in each target country if

SEND WEBSITE VISITORS TO THE RIGHT DOMAIN5

automatically

redirect people

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USE THE LANGUAGE META TAG6

Here

3 <meta  http-­equiv=“content-­language”  content=“en-­us”>

3 <meta  http-­equiv=“content-­language”  content=“en-­gb”>

3 <meta  http-­equiv=“content-­language”  content=“en-­au”>

3 <meta  http-­equiv=“content-­language”  content=“ga”>

3 <meta  http-­equiv=“content-­language”  content=“en-­mx”>

3 <meta  http-­equiv=“content-­language”  content=“es”>

3 <meta  http-­equiv=“content-­language”  content=“fr”>

3 <meta  http-­equiv=“content-­language”  content=“it”>

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SET PROPER GEOTARGETING IN GOOGLE WEBMASTER TOOLS

7

geographically target certain websites

MAKE YOUR WEBSITE LOAD QUICKLY 8Less than 10% of the users in the most active internet countries have

USE UTF-8 COMPLIANT CMS/SOFTWARE9Accommodate for international character handling so that you can view the

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SUBMIT A SITEMAP FOR EACH LOCALE SITE10

According to Trimark Solutions

ADD GOOGLE TRANSLATE TO YOUR SITE 11You may not have the resources to create locale sites for each country or

to

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CHAPTER 2

KEYWORD RESEARCH

K

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BUILD A KEYWORD LIST FOR EACH COUNTRY OR LANGUAGE12

marketing

inbound marketing software is a long-tail keyword with less competition that

DO INTERNATIONAL KEYWORD RESEARCH 13See what keywords are most popular in

remember that even a correct and accurate translation of a keyword or term

USE CORRECT SPELLING VARIATIONS14

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PROVIDE NATIVE TRANSLATIONS15

CREATE NEW KEYWORDS FOR TERMS WITH NO TRANSLATION 16

recreate those

keywords

3

3

3 Lingo24 -

3 Verbatim Solutions -

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CHAPTER 3

ON-PAGE SEO ELEMENTS

W

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PUT KEYWORDS IN THE PAGE TITLE17

PUT KEYWORDS IN THE PAGE URL 18

3

3

3

3 Each page title on your website should be unique

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PUT KEYWORDS IN THE META DATA19

PUT KEYWORDS IN YOUR HEADER TEXT 20

3

3

3 Include your target keywords in a conversational format

3

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USE KEYWORDS IN THE PAGE CONTENT21

USE KEYWORDS IN THE ALT TEXT 22Any images used on the page should be optimised so that search engines

USE ONE LANGUAGE PER PAGE23You

this will help your website visitors understand that the website is based out of

OPTIMISE FOR LOCAL SEARCH ENGINES 24different search engines

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25 LET VISITORS NAVIGATE TO DIFFERENT LOCALE SITES

Apple even has a page that lists all the countries for which they provide a

ADD LOCALE SITE LINKS TO YOUR FOOTERS 26

only will this help your site visitors navigate to the content most relevant to

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ADD A CALL TO ACTION (CTA)27

MONITOR YOUR RANK 28

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CHAPTER 4

OFF-PAGE SEO ELEMENTS

j

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CREATE REMARKABLE CONTENT29You might get caught up in creating different versions of content for your locale

REGISTER EACH LOCALE SITE ON LOCAL DIRECTORIES 30

GET INBOUND LINKS FROM TARGET COUNTRIES31

increase inbound links from sites of the same country

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ASK FOR LINKS FROM PEOPLE YOU KNOW32

GUEST BLOG ON SIMILAR NICHE INDUSTRY BLOGS 33

INTERVIEW AN INDUSTRY EXPERT IN EACH LOCALE34

you know to link to your site from their site using a target keyword as the

post on their own site in order to promote themselves!

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AVOID BLACK-HAT LINK BUILDING STRATEGIES35

TEACH YOUR WEBSITE VISITORS SOMETHING USEFUL 36

* Link buying

* Link farming

*

*

Educational content can be described as content that teaches people

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CHAPTER 5

WEBSITE DESIGN ELEMENTS

x

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USE GLOBALLY RECOGNIZED FONTS37

CREATE A FLEXIBLE WEB DESIGN 38

3 Times  New  Roman

3 Arial

3 Verdana

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LEARN COLOR CONNOTATIONS39

USE THE RIGHT DATE FORMATTING 40

OPTIMISE YOUR PRICING PAGES41

Figure out what certain colours mean in different countries before designing

their local currencies

ensure global delivery by making sure international visitors can

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CHAPTER 5

PAID & SOCIAL MEDIA

B

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GEO-TARGET PAID SEARCH CAMPAIGNS42

GET YOUR CONTENT RETWEETED 43

INCLUDE LINKS BACK TO YOUR WEBSITE FROM SOCIAL MEDIA SITES.44

geo-target your campaigns

keywords and linking back to your site

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ADD A HASHTAG TO YOUR TWEETS45Include the hashtag

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CHAPTER 6

CULTURAL ELEMENTS

g

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KNOW THE LOCAL INTERNET MARKETING RULES AND LAWS46

LEARN CULTURAL DIFFERENCES 47

UNDERSTAND LOCAL PURCHASING MENTALITY48

rules related to advertising in different countries

learn about

to understand what appeals to them versus

people will purchase online but then call a 1-800 number to complete the

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RESEARCH THE LOCAL COMPETITION49

LEARN BEHAVIORAL DIFFERENCES IN EACH CULTURE 50

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GET MOREWEBSITE TRAFFIC

HTTP://BIT.LY/HS-TRIAL