2015 MnSearch Summit - Aleyda Solis - How to Effectively Establish & Run a Successful International...

#internationalstrategy for #mnsummit by @aleyda from @orainti

How to Effectively Establish & Run a Successful International Digital Marketing Strategy


HELLO #MNSUMMIT



SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS



GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX


WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?


HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?


HOW DO YOU DO IF YOU DON’T SPEAK THE LANGUAGE?


HOW DO YOU IDENTIFY YOUR LOCAL COMPETITORS?


WHICH WEB PLATFORMS ARE POPULAR TO TARGET?


STEPS TO ESTABLISH A SUCCESSFUL INTERNATIONAL DIGITAL STRATEGY

3

#internationalstrategy for #mnsummit by @aleyda from @orainti1

START BY VALIDATING THE POTENTIAL TRAFFIC & PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS


THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB PRESENCE PROFITABLE


VALIDATE YOUR COMPANY’S INTERNATIONAL WEB OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE

Geography, cultural

& Language Factors

Pricing & Currency Factors

Web Goal

Business Model

Company Operations

Web Content & Development


IDENTIFY YOUR CURRENT SITE BEST PERFORMING COUNTRIES AND LANGUAGES

which are the top countries & languages from a traffic & conversions perspective?


ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC BEHAVIOR PER CHANNEL

which are the top countries & languages from a traffic & conversions perspective?


AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY PER COUNTRY


CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL MARKETS FOR YOUR COMPETITORS


AND THE OVERALL TOP COUNTRY MARKETS FOR YOUR INDUSTRY


YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL COUNTRY & LANGUAGE MARKETS TO ASSESS

Referrers

Seasonality & Trend

Traffic volume per Channel

Search Engines

Devices

Competitors

Social Networks

Keywords


IDENTIFY THE POTENTIAL TRAFFIC PER CHANNEL FOR EACH COUNTRY


YOUR MOBILE TRAFFIC, SEASONALITY & TREND


… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!


VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH PROFITABLE WEB OPERATIONS

Cost of international Web projectNumber of Conversions for a break-even Average conversion value

=

No. of Conversions for Break-evenNumber of visits for a

break-even Average Conversion Rate=


USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT EVEN EASIER

http://www.internationalseomap.com/roi-calculator/

http://www.internationalseomap.com/roi-calculator/


IT’S TIME TO MAKE A DECISION REGARDING THE INTERNATIONAL MARKETS TO TARGET

>Your International traffic potential Visits & Conversions for a break-even

Yes No

Continue with the international Web & SEO project

Might be too early

Buy & secure your ccTLDs for future activity

For most important countries

Create custom alerts in GA

Create a pilot project prioritizing main pages


NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS TO DO THIS FOR YOU… YOU NEED TO VALIDATE!


USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS OR NATIVE SPECIALIZED SPEAKERS


BE AWARE THAT THEY WILL BE REQUIRED FOR THE ON-GOING ONLINE MARKETING PROCESS

KEYWORD RESEARCH

CONTENT DEVELOPMENT

SOCIAL & COMMUNITY MANAGEMENT

ADS & CAMPAIGNS

SUPPORT

CUSTOMER SUPPORT


BY TAKING ALL THESE CRITERIA INTO CONSIDERATION YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A

PROFITABLE INTERNATIONAL WEB PRESENCE


ESTABLISH YOUR INTERNATIONAL TARGETING & OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT


THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB PRESENCE TO YOUR INTERNATIONAL AUDIENCE


SHOULD YOU TARGET COUNTRIES OR LANGUAGES WITH YOUR WEB PRESENCE?

Is location a factor that influence your Web operations?

Yes No

Is there enough traffic & conversions to target each country?

Language Targeting

Yes No

Country Targeting

You can start with


HERE’S A LANGUAGE VS. COUNTRY TARGETING EXAMPLE

VS


CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDING TO YOUR TARGETING & COMPETITORS

ccTLDs

Sub-Directories

Sub-Domains


WARNING! DON’T USE PARAMETERS TO ENABLE THEM


BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE

In Spanish In English


FOR COUNTRY TARGETING

ccTLDs

www.yourbrand.es

www.yourbrand.es/categoria-a/

Sub-directories

www.yourbrand.com/es-es/

www.yourbrand.com/es-es/categoria-a/

Sub-domains

es-es.yourbrand.com/

es-es.yourbrand.com/categoria-a/

http://www.yourbrand.co.uk







* Ideal alternative to geolocate if competition is not too high * Require more technical resources * Require more efforts to grow popularity

* Require less technical resources * Require less efforts to grow popularity * More chances to get all versions penalized if something goes bad * More efforts to geolocate

* Require more technical resources * Require more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites* More efforts to geolocate

ccTLDs

Sub-directories

Sub-domains

FOR COUNTRY TARGETING


VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC

https://support.google.com/webmasters/answer/1347922?hl=en

https://support.google.com/webmasters/answer/1347922?hl=en


IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO COUNTRY TARGET, REGISTER & GEOLOCATE THEM


FOR LANGUAGE TARGETING

Sub-directories

www.yourbrand.com/es/

www.yourbrand.com/es/categoria-a/

Sub-domains

es.yourbrand.com/

es.yourbrand.com/categoria-a/

http://www.yourbrand.com/es/


http://www.yourbrand.es

http://www.yourbrand.es


FOR LANGUAGE TARGETING

* Require less technical resources * Require less efforts to grow popularity * Deeper url structure * More chances to get all versions penalized if something goes bad

* Require more technical resources * Require more efforts to grow popularity * shorter URL structure which can be better for larger sites

Sub-directories

Sub-domains


FOR EXAMPLE


BESIDES WEB STRUCTURES PROS & CONS, VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET


AND THE PAGES RANKING FOR THE MOST POPULAR TERMS YOU’LL NEED TO COMPETE WITH THEM!

South African ccTLDs in

Australian SERPs?

And these Spanish ccTLDs in Argentinian

SERPs?

“CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA


ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE


12

3

4

7

Title & Meta Description

URLs

Phone, delivery info, currency

Menu & navigation elements

5 Headings

Price

6 Images ALT description

LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE WITH THE TARGETED KEYWORDS & PRODUCTS


EVEN IF THEY’RE IN THE SAME LANGUAGE


ALSO FROM A DESIGN & BRANDING PERSPECTIVE

VS


AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG

http://bit.ly/binglang

http://bit.ly/binglang


AND WITH HREFLANG ANNOTATIONS!


http://bit.ly/googlehreflang

BE CAREFUL WITH USING INCORRECT VALUES

http://bit.ly/googlehreflang


INCLUDING NON-RELEVANT OR MISTAKEN URLS


OR NOT ADDING THE RETURN TAGS


http://bit.ly/hreflangsitemap

YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS… BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML

http://bit.ly/hreflangsitemap


USE THE HREFLANG GENERATOR TO AVOID HREFLANG ERRORS

www.internationalseomap.com/hreflang-tags-generator/

http://www.internationalseomap.com/hreflang-tags-generator/


GOOGLE WEBMASTER TOOLS WILL WARN ABOUT SOME OF THEM


www.screamingfrog.co.uk/seo-spider/

BUT YOU SHOULD VALIDATE YOURSELF BY USING AN SEO CRAWLER THOUGH

http://www.screamingfrog.co.uk/seo-spider/


onpage.org

ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL & TRANSLATION REPORT

http://onpage.org

http://ONPAGE.ORG


DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE OF IDNS & NON-LATIN CHARACTERS IN URLS


DO THE SAME WITH ALL YOUR ONLINE PRESENCE! NOT ONLY WITH YOUR SITE


EVEN IF IT’S NOT THAT STRAIGHT-FORWARD OR FREE…


THERE ARE ALWAYS WORK-AROUNDS


BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR USERS INTERNATIONAL TARGETING THOUGH…


IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS


REMEMBER THAT INTERSTITIALS ARE INTRUSIVE & MIGHT CAUSE CRAWLING ISSUES TOO


IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO EFFECTIVELY TARGET TO YOUR INTERNATIONAL

AUDIENCE


UNDERSTAND & INCREASE YOUR POPULARITY AMONG YOUR INTERNATIONAL AUDIENCE


THE GOAL IS TO CONNECT WITH YOUR INTERNATIONAL AUDIENCE AND GROW YOUR AUTHORITY


START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC & PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS


RELEVANT COMPETITORS & KEYWORDS USED AMONG YOUR AUDIENCE


POPULAR ORGANIC SEARCH TERMS TREND & COMPETITION LEVEL OVER TIME


WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF YOUR COMPETITORS…


THE MOST POPULAR AND HIGHLY SHARED TOPICS, IDENTIFYING WHERE AND WHO SHARED THEM


AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK


WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT YOU CAN OUTREACH PER COUNTRY & LANGUAGE


POPULAR TOPICS &

KEYWORDS

TRAFFIC CHANNELS

CHARACTERISTICS

AUDIENCE SHARE AND SEARCH BEHAVIOR

LOCAL INFLUENCERS

& TOP REFERRERS

WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL & LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS

POPULAR CONTENT

CHARACTERISTICS

LOCAL COMPETITORS

PROFILE


BY BECOMING A REAL LOCAL PLAYER!


WITH INCREASING AND ULTIMATELY, PROFITABLE RESULTS


THANKS! DO YOU HAVE ANY QUESTIONS?

NOW IS YOUR TIME

2015 MnSearch Summit - Aleyda Solis - How to Effectively Establish & Run a Successful International...

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