#searchfest @zephsnapp
#searchfest @zephsnapp
HOW MOST PEOPLE FEEL ABOUT INTERNATIONAL
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HOW I FEEL ABOUT INTERNATIONAL
CHOOSE A LANGUAGE
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YOU’RE ALREADY IN THE US MARKET
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12.89% 5 YEARS AND OVER SPEAK SPANISH AT HOME
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6.15% OF WORLD SPEAKS SPANISH 2ND MOST SPOKEN IN THE WORLD
@zephsnapp
176.3 MM INTERNET USERS IN LATAM
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LATAM INTERNET USERS HAVE GROWN 17% IN THE LAS YEAR
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LATAM USERS SPEND 21.7 HRS PER MONTH ONLINE
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LATIN AMERICA SERPS http://alturainteractive.com/cctlds-latin-american-search-engine-results-case-study/
US-ES SERPS http://alturainteractive.com/case-study-hispanics-serps-usa/
LET’S GET STARTED!
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CHECK USERS BROWSERS IN GA
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CHECK COUNTRY IN GA
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KEYWORD RESEARCH
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START WITH ORIGINAL ENGLISH KEYWORD RESEARCH
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ID THE EXISTING ENTITIES ON YOUR SITE
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ID KEYWORDS
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KEYWORDS IN GWT
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TRANSLATE KEYWORDS EXAMPLE
Buy a house = Comprar una casa
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CONFIGURE GOOGLE FOR OTHER LANGUAGES
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GOOGLE TRENDS
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GOOGLE TRENDS BY REGION
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GOOGLE TRENDS FOR CITIES
YOU CAN FIND ADDITIONAL KEYWORDS
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FIND OFFICIAL SYNONYMS
Comprar (Buy) Casa (House)
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FIND SLANG SYNONYMS
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VERIFY CORRECT CONTEXTUAL USAGE
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#searchfest @zephsnapp
LINK KEYWORDS TO ACTION
Comprar Casa
Adquirir Domicilio
Obtener Hogar
Conseguir Vivienda
Mercar Morada
Comerciar Residencia
Piso
Habitación
Cantón
Caleta
#searchfest @zephsnapp
• Adquirir domicilio • Adquirir hogar • Adquirir vivienda • Adquirir morada • Adquirir residencia • Adquirir piso • Adquirir habitación • Adquirir Cantón • Adquirir Caleta
• Obtener domicilio • Obtener hogar • Obtener vivienda • Obtener morada • Obtener residencia • Obtener piso • Obtener habitación • Obtener Cantón • Obtener Caleta
CREATE KEYWORD LIST
#searchfest @zephsnapp
PUT THEM IN THE ADWORDS TOOL
GET AVERAGE SEARCH VOLUME
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SITE STRUCTURE
DOMAIN
#searchfest @zephsnapp
ccTLDs PRO: Ideal if you have a physical location and/or unique offerings in each country
CON: Start over from DA perspective
#searchfest @zephsnapp
YOU DON’T NEED CCTLD’S TO RANK
SUBDOMAIN
PRO: Great to promote a specific product or service. Also can provide security benefits
CON: Less DA passthrough
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SUBFOLDER
PRO: Full DA passthrough
CON: Might have to take additional security precautions if you share information.
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HREFLANG IS FOR CONTRIES, RARELY FOR LANGUAGE
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HREFLANG
BY LANGUAGE:
<http://es.example.com/>; rel="alternate"; hreflang="en"/>
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HREFLANG
BY REGION/COUNTRY:
<link rel="alternate" href=http://example.com/en-ca
hreflang="en-ca" />
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HREFLANG IN THE HEADER
In the HTML <head> section add:
<link rel="alternate" hreflang="es" href="http://es.example.com/" />
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HREFLANG IN THE HTTP HEADER
If you publish non-HTML files (like PDFs):
Link: <http://es.example.com/>; rel="alternate"; hreflang="es"/>
#searchfest @zephsnapp
HREFLANG IN THE SITEMAP
Inside the sitemap.xml
<url>
<loc>http://http://alturainteractive.com/</loc>
<xhtml:link rel="alternate" hreflang="es“ href="http://alturainteractive.com/es/" />
</url>
HREFLANG FOR WORDPRESS
XML Sitemap & Google News feeds
https://wordpress.org/plugins/xml-sitemap-feed/
#searchfest @zephsnapp
TREAD CAREFULLY, DON'T GET THE COUNTRY CODE WRONG
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TRANSLATING YOUR SITE
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HOW ARE YOU GOING TO ADDRESS LATAM USERS?
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USTED & TÚ BY AGE
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USTED & TÚ BY COUNTRY
HOW ARE YOU GOING TO TRANSLATE?
Machine translation
Machine learning
Crowdsourcing
Freelancers
Marketing Agency
#searchfest @zephsnapp
MACHINE TRANSLATION
#searchfest @zephsnapp
MACHINE LEARNING TRANSLATIONS
Cheap
PROS
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MACHINE LEARNING TRANSLATIONS
#searchfest
Quality De-Indexation
CONS
CROWDSOURCING
Ubuntu did it. Is your Community big enough?
FREELANCERS
Cheap-ish: Flexibility and cost are advantages
PROS
FREELANCERS
It’s a crapshoot. One translator might do a decent job, but might not get the tone of your product copy.
CONS
MARKETING AGENCY
Marketers know how to sell
Translators don’t
#searchfest @zephsnapp
LO BARATO SALE CARO
WHAT ARE YOU GOING TO TRANSLATE?
URL’s
Content
APP
Social Media
PPC
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URL’S
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CONTENT
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ESTABLISH PRIORITIES
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RESEARCH YOUR PERSONAS IN OTHER COUNTRIES
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MONTHLY VIDEO VIEWERS
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#searchfest @zephsnapp
MONTHLY YOUTUBE STATS (LATAM)
GO TO YOUR ANALYTICS & SELECT YOUR PAGES
PRODUCT PAGES
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CART
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BLOG CONTENT
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MOST SUCCESSFUL PIECES
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EMAIL MARKETING
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VIDEO INVENTORY: SUBTITLING FTW!
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SOCIAL MEDIA
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EL 95% OF INTERNET USERS ARE ON SOCIAL MEDIA
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FACEBOOK IS NUMBER 1 …IT AIN’T CLOSE
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CONTENT
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PPC
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TRANSLATE EXISTING CAMPAIGNS
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SOCIAL MEDIA IS IMPORTANT IN LATAM
PAID SOCIAL SHOULD BE ON
YOUR LIST!
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FACEBOOK
Share big content pieces, blog posts with great images on the timeline
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FACEBOOK
Ads on the right… can actually produce results
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TWITTER
Videos are most successful for paid posts
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DIGITAL PR
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RE-ADJUST YOUR EXPECTATIONS
LINKS BY LANGUAGE NOT BY COUNTRY
PAID SOCIAL FOR OUTREACH
zeph@alturainteractive.com @zephsnapp
CREDITS
1. https://www.flickr.com/photos/mintakastar/5780062832 2. https://www.flickr.com/photos/dalager/456909035 3. https://www.flickr.com/photos/stickkim/6951309581 4. https://www.flickr.com/photos/wwarby/11513424364 5. http://es.wikipedia.org/wiki/Distribuci%C3%B3n_geogr%C3%A1fic
a_del_idioma_espa%C3%B1ol 6. http://www.comscore.com/Insights/Presentations-and-
Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus 7. https://www.flickr.com/photos/orphanjones/2181251349 8. https://www.flickr.com/photos/124481497@N05/15807932302 9. https://www.flickr.com/photos/ashengrove/2158786050 10. https://www.flickr.com/photos/petitshoo/513329272
CREDITS
1. https://www.flickr.com/photos/elcamino73/6928550098 2. https://www.flickr.com/photos/bortescristian/833426359
5/ 3. https://www.flickr.com/photos/theloushe/4293692019 4. https://www.flickr.com/photos/rastafabi/490403800 5. https://www.flickr.com/photos/realeyez/506773807 6. https://www.flickr.com/photos/snugglepup/3544879722 7. https://www.flickr.com/photos/unloveable/2399932549 8. https://www.flickr.com/photos/bohman/11913623593/in
/photostream/ 9. https://www.flickr.com/photos/st3f4n/4252110454 10. https://www.flickr.com/photos/theloushe/4293692019
CREDITS
1. https://www.flickr.com/photos/benstephenson/27298596
2. https://www.flickr.com/photos/ntr23/4857916442
3. https://www.flickr.com/photos/11263807@N04/7681499402
4. https://www.flickr.com/photos/jesidangerously/5133781942
5. https://www.flickr.com/photos/wbeem/5763532510
6. https://www.flickr.com/photos/mujitra/8839551224
7. https://www.flickr.com/photos/rolfek/7986880631/
8. https://www.flickr.com/photos/myklroventine/3584459960