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


http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/


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 Audience Making 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

http://emarketer.com


… 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


Language Country


Keep in mind that Google doesn’t support continents as targets


http://bit.ly/internationaltargetThis

is not supported

http://bit.ly/internationaltarget


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

http://google.co.uk

http://com.au

http://com.au

http://com.au

http://com.au

http://com


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

http://similarweb.com


Top Queries around your products & services


kwfinder.com

http://kwfinder.com


Their search trend & difficulty


semrush.com

http://semrush.com


Your local search results functionality & visibility opportunities


Moz Keyword Explorer

serpchecker.com

http://semrush.com

http://serpchecker.com


The ones already giving visibility to your competitors in that market


semrush.com

http://semrush.com


Their specific search behavior per device


sistrix.com

http://sistrix.com


Your local competitors most visited content


Here’s a Keyword Matrix Tool segmenting the ones with International Support

bit.ly/keywordmatrix

http://bit.ly/keywordmatrix


Verify what’s the most linked content


cognitiveseo.com

http://cognitiveseo.com


And the most shared one!


buzzsumo.com

http://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

Multimedia & 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

developPUBLISH

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

http://kerboo.com


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


pitchbox.com

http://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

http://seomonitor.com


To achieve success with your content in your international search markets



THANKS!

the international content success kit #pubcon

Marketing