estudio34 presents - aleyda solis en brighton seo 2013 international seo

TAKING YOUR SEO

ABROADOR�� DOING�� INTERNATIONAL�� SEO�� ASKING�� (AND�� ANSWERING)�� THE�� RIGHT�� QUESTIONS

INTERNATIONAL�� SEO�� AT�� SEER�� INTERACTIVE��

[email protected]�� /�� @aleyda�� /�� www.aleydasolis.com

I’M�� ALEYDA�� SOLIS

TAKING YOUR SEO INTERNATIONAL

LET’S�� GO�� INTERNATIONAL...



INTERNATIONAL?


OTHER CULTURES


DIFFERENT LANGUAGES


UNKNOWN COUNTRIES


ARE YOU AFRAID?


THE WORLD IS SMALLER THAN IT SEEMS

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AND�� THE�� STEPS�� ARE�� STRAIGHTFORWARD

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START�� BY�� ANSWERING�� THESE�� QUESTIONS!

DO I HAVE INTERNATIONAL

POTENTIAL?HOW CAN I TARGET MY INTERNATIONAL

AUDIENCE?

HOW CAN I DEVELOP AN SEO FRIENDLY

INTERNATIONAL WEBSITE?

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DO�� I�� HAVE�� INTERNATIONAL�� POTENTIAL?


Check your site International traffic status with Google Analytics



Check your site International traffic status

Is there a high or growing percentage of visitors coming from other countries?




What's the volume and trend of conversions and the conversion rate of visitors coming from other countries?




What's the traffic source of visitors coming from other countries? Direct, organic, referrals?




Which are the keywords and pages attracting this international traffic?



Check your site International Search Visibility with Google Webmaster Tools




How much visibility (Pageviews) does your Website get from each international location?




Which Queries and Pages provide you this International Visibility?




Does this visibility translate to clicks? What’s the CTR from these International Locations?



Do a quick Research with Google Keyword Tool for the identified Languages and Countries to validate their keyword search volume potential




What's the local monthly search volume for the relevant keywords in each of the countries and languages?




Are there more suggested keyword ideas with a high level of search volume?




It’s the international audience distributed by language or there’s enough search volume for each country?



Identify more keyword opportunities with SEMrush or SearchMetrics that support other languages and countries



DO�� I�� HAVE�� INTERNATIONAL�� POTENTIAL?Do the potential traffic and conversions coming from these countries and languages compensate to

build an International version?

Yeah Nope

You can move on with an International Web

development and SEO process!

It might be still too early. You can secure the ccTLDs for the

countries with higher potential

And also...


DO�� I�� HAVE�� INTERNATIONAL�� POTENTIAL?Create Custom Alerts in Google Analytics for the most important countries or languages so you’re notified when they bring you enough traffic to compensate an International Web Version for them


HOW�� CAN�� I�� TARGET�� MY�� INTERNATIONAL�� AUDIENCE?

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Validate your type of International targeting (per language or country), not only from a search but also business perspective

HOW�� CAN�� I�� TARGET�� MY�� INTERNATIONAL�� AUDIENCE?LANGUAGE COUNTRY

vs

Location is not a factor that influence your

Web goals, products and content offering

Location is a factor that influence your Web goals, products and

content offering

There’s not enough traffic and conversion

potential to target each country separately

&There’s enough traffic

and conversion potential to target

each country separately

&


Research each targeted audience online behavior with studies like TNS Digital Life and comScore Data Mine



Go back to Google Analytics to identify the behaviour of your current international users for the desired targeting.



Go back to Google Analytics to identify the behaviour of your current international users for the desired countries and languages. Which keywords they used and which pages they visited?



Go back to Google Analytics to identify the behaviour of your current international users for the desired countries and languages. Which services or products they ended-up buying?



Go back to Google Analytics to identify the behaviour of your current international users for the desired countries and languages. What is the conversion volume and their conversion rate?



Use Google Trends to validate the seasonality and consumption trend of your offering for each targeted audience



Go back to Google Analytics to identify the behaviour of your current international users for the desired countries and languages.

What’s the search behavior and trend over the year for each of your product / service / content category?




What’s the seasonality of your products and services for each country and language? How’s it compared with your

current market?



Get native language / country support to develop local and language relevant research. Use tools like Lexipedia for the markets you’re targeting to identify the relevant localized terms.




Which are the local terms you should use for your products, content and Website interface to connect with

your audience?



Use the SEOmoz keyword difficulty tool to identify your competitiveness along with your competitors for the relevant keywords in the desired markets



Which are the most and less competitive keywords for each international market?



Who are your main competitors for each desired international market? Which are their USPs, content, offering, functionality and user interface patterns?

Who are linking to them?



Use Google’s display network site profile to get traffic and audience information about your international competitors.



Now you will have a much better understanding of your international landscape, how to compete and

connect with your audience.



HOW�� CAN�� I�� DEVELOP�� AN�� INTERNATIONAL�� SITE?

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Choose the best site structure according to your characteristics



Assess each structure approach with their Pros & Cons



If your international versions are country targeted and not using a ccTLDs, geotarget them through Google Webmaster Tools



If your international versions are country targeted and they can be locally hosted, using a country IP, do it



Target your sites to their relevant language / country markets with rel="alternate" hreflang="x"



Include the rel="alternate" hreflang="x" in your XML Sitemaps. You can use the Media Flow tool to do it.



1. Titles & Descriptions2. Support, Addresses & Currency3. International Versions Options4. Navigational elements 5. Headings6. Main Content7. Reviews / Comments

Optimize and Localize each of your site elements for their markets


HOW�� CAN�� I�� DEVELOP�� AN�� INTERNATIONAL�� SITE?Make your international site structure and options crawlable and indexable towards bots and visible to users.



Be careful with automatic redirects, it’s friendlier to suggest


HOW�� CAN�� I�� DEVELOP�� AN�� INTERNATIONAL�� SITE?Promote within the international communities to earn local popularity. Identify influencers with Followerwonk and popular competitors content with Social Crawlytics.


HOW�� CAN�� I�� DEVELOP�� AN�� INTERNATIONAL�� SITE?Track your international rankings, traffic and conversions over time. Ranking tools like SEscout, Authority Labs and AWR support international results.


By following these guidelines you’re ready to develop SEO friendly International Websites.


IT WAS NOT THAT DIFFICULT RIGHT?


IT’S TIME TO

TAKE OFF


IT’S TIME TO

TAKE OFFLet’s�� go�� International!


THANKSQUESTIONS?

ALEYDA�� SOLIS

INTERNATIONAL�� SEO�� AT�� SEER�� INTERACTIVE��

[email protected]�� /�� @aleyda�� /�� www.aleydasolis.com

http://www.aleydasolis.com

http://www.aleydasolis.com


IMAGES UNDER CREATIVE COMMONShttp://alphadesigner.com/mapping-stereotypes/,��

http://www.flickr.com/photos/sarunas_b/4153911128/,��

http://www.flickr.com/photos/anniemole/313981428/,��

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THEY’RE�� AMAZING

http://alphadesigner.com/mapping-stereotypes/

http://alphadesigner.com/mapping-stereotypes/

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