Aleyda Solis_SearchLove London 2013
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![Page 1: Aleyda Solis_SearchLove London 2013](https://reader033.fdocuments.net/reader033/viewer/2022042607/554bb10cb4c905b3618b5955/html5/thumbnails/1.jpg)
How to succeed at real (not ideal) International SEO scenarios
international seo at #searchlove by @aleyda from @woorank
From Unknown Foreigner to Local Star
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Raise your handif you have International SEO experience
international seo at #searchlove by @aleyda from @woorank
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Raise your handif you have SUCCESSFUL International SEO experience
international seo at #searchlove by @aleyda from @woorank
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Going Internationalis ATTRACTIVE
NOM NOM NOM!
international seo at #searchlove by @aleyda from @woorank
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CCTLDS OR SUB-DIRECTORIES?LANGUAGES OR COUNTRIES?
international seo at #searchlove by @aleyda from @woorank
Going Internationalcan be COMPLEX
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international seo at #searchlove by @aleyda from @woorank
Going Internationalrequires a LOCALIZED approach
DO I LOOK LIKE A NATIVE NOW?
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Here’s what I’ve learnedafter +5 years of International SEO successes & failures
MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER,
HEAD OF DIGITAL STRATEGY AT WOORANK
international seo at #searchlove by @aleyda from @woorank
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Challenge No. 1: Your International Strategy
international seo at #searchlove by @aleyda from @woorank
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WHY DID YOU BUILT THEM THEN?
international seo at #searchlove by @aleyda from @woorank
“We don’t have enough resources to update all of our International sites”
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DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT
WITHIN THOSE MARKETS TO START WITH THEM
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER
COUNTRY & LANGUAGE.
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CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS,
CLICKS, CTR & POSITION OVER TIME.
international seo at #searchlove by @aleyda from @woorank
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IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
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IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
Suggestion Keyword Finder
USE THESE KEYWORD RESEARCH TOOLS
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DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE
international seo at #searchlove by @aleyda from @woorank
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WARNING: THEY LOOK SIMILAR BUT ARE NOT THE SAME
NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN
LANGUAGE BUT TARGETING TO OTHER COUNTRIES
international seo at #searchlove by @aleyda from @woorank
“Search Engine Optimization” “Search Engine Optimisation”
“User behavior” “User behaviour”
“I’m going to check my diary”“I’m going to check my agenda”
British EnglishAmerican English
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VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE
IN THE IDENTIFIED TOP MARKETS
international seo at #searchlove by @aleyda from @woorank
TECHNICAL FEASIBILITY &
SUPPORT FOR MULTI COUNTRY / LANGUAGE
SETTING
MULTILINGUAL CONTENT
DEVELOPMENT & UPDATE
ONGOING NATIVE SUPPORT BUDGET &
AVAILABILITY
INTERNATIONAL PRODUCT / SERVICE
DELIVERY
INTERNATIONAL PRICING & CURRENCY
INTERNATIONAL LEGAL & OPERATION
CONSTRAINTS
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WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
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WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
http://www.internationalseomap.com/roi-calculator/
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REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE: VALIDATE IF YOUR INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE
MOST IMPORTANT IDENTIFIED MARKETS
international seo at #searchlove by @aleyda from @woorank
>Your International SEO potential Visits & Conversions for a break-even
Yes No
Continue with the internationaL SEO project Might be too early1. Buy & secure your ccTLDs for future activity2. Create custom alerts in Google Analytics for important countries
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Challenge No. 2 - Your International Targeting
international seo at #searchlove by @aleyda from @woorank
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“I want a Latin America Version for my site”
YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT?
international seo at #searchlove by @aleyda from @woorank
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IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES, ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS.
international seo at #searchlove by @aleyda from @woorank
Is location a factor that influence your Web operations?
Yes No
Are there enough traffic & conversions to target each country?
Language Targeting
Yes No
Country Targeting
You can start with
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A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID
INTERNATIONAL SEARCH ALIGNMENT ISSUES
international seo at #searchlove by @aleyda from @woorank
BETTER TO GEOTARGET
BETTER TO INHERIT POPULARITY FROM EXISTENT SITE
BETTER FOR SITES WITH MORE CONTENT
BETTER TO INHERIT POPULARITY
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international seo at #searchlove by @aleyda from @woorank
INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES
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international seo at #searchlove by @aleyda from @woorank
AND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES!
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international seo at #searchlove by @aleyda from @woorank
AVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
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international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG
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international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG
http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflang-tag
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international seo at #searchlove by @aleyda from @woorank
MAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION IN YOUR HREFLANG TAGS
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USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
SOON WITH SUPPORT TO MASSIVELY GENERATE HREFLANG TAGS
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USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
http://www.internationalseomap.com/hreflang-tags-generator/
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international seo at #searchlove by @aleyda from @woorank
YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
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international seo at #searchlove by @aleyda from @woorank
http://www.themediaflow.com/resources/tools/href-lang-tool/
YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
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international seo at #searchlove by @aleyda from @woorank
VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
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international seo at #searchlove by @aleyda from @woorank
VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
http://flang.dejanseo.com.au/
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international seo at #searchlove by @aleyda from @woorank
THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE
ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1)
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international seo at #searchlove by @aleyda from @woorank
IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN
WITH WEBMASTER TOOLS
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international seo at #searchlove by @aleyda from @woorank
AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE
AND MIGHT MESS WITH YOUR SITE CRAWLABILITY.
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international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT HOW AMAZON DOES IT
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international seo at #searchlove by @aleyda from @woorank
AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING, YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES
showing a spaniard specific character in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE
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Challenge No. 3 - Your International Popularity
international seo at #searchlove by @aleyda from @woorank
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“We’re so popular here already, we just need to
extrapolate what we have”
YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT?
international seo at #searchlove by @aleyda from @woorank
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THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ)
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
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international seo at #searchlove by @aleyda from @woorank
http://www.consumerbarometer.com/
USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
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USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
http://www.similarweb.com/global
USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY
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international seo at #searchlove by @aleyda from @woorank
USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
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international seo at #searchlove by @aleyda from @woorank
USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
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USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
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USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
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NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE & BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO
RESPECT LOCAL TRADITIONS TOO.
international seo at #searchlove by @aleyda from @woorank
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THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE
CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS!
international seo at #searchlove by @aleyda from @woorank
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Just two more resources to help you...
international seo at #searchlove by @aleyda from @woorank
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AN INTERNATIONAL SEO CHECKLIST
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
http://moz.com/blog/the-international-seo-checklist
AN INTERNATIONAL SEO CHECKLIST
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AND A LIST WITH +40 INTERNATIONAL SEO TOOLS
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process
AND A LIST WITH +40 INTERNATIONAL SEO TOOLS
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LET’S GO ABROAD Now you’re ready to face these International SEO challenges
international seo at #searchlove by @aleyda from @woorank
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international seo at #searchlove by @aleyda from @woorank
THANK YOU Do you have any questions?
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international seo at #searchlove by @aleyda from @woorank
FIND HERE THE AWESOME TUBE MAP UNDER CREATIVE COMMONS
http://www.flickr.com/photos/anniemole/313981428/