Internationalizing Your SEO By Aleyda Solis

#SMX #22A3 @aleyda#SMX #22A3 @aleyda

INTERNATIONALIZING YOUR SEO Setting Hreflang for International SERP Success

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I do SEO I Tweet I Share

@aleyda#SMX #22A3

I’m Aleyda Solis

@aleyda#SMX #22A3

I Write I Speak I’m Featured

#SMX #22A3 @aleyda#SMX #22A3 @aleyda

It’s time to take your search visibility abroad….

@aleyda#SMX #22A3

Targeting international search audiences can be an important growth driver

emarketer.com

@aleyda#SMX #22A3

Targeting international search audiences can be an important growth driver

emarketer.com

Probably you should too ;)

Some markets are still unserved

@aleyda#SMX #22A3

Like this! The US can become one of many profitable markets to target

@aleyda#SMX #22A3

It’s critical to connect with the audience through the relevant Web presence though

Search Results for “Cape Town Holiday Rentals” in google.co.uk: What are .co.za ccTLDs doing here?

@aleyda#SMX #22A3

“Car Hire Sydney” in google.co.uk full of Australian ccTLDs and only gTLD that is UK targeted

Definitely not like this

com.au

Hertz is ranking with its Australian ccTLD despite having a UK one targeting that query

@aleyda#SMX #22A3

These misaligned search results will have worse rankings, CTR and conversions

This happens with a UK ccTLD

@aleyda#SMX #22A3

Check out this other example at a more granular level comparing the same keywords performance

US positions for the UK subdirectory are similar but with much lower CTR

@aleyda#SMX #22A3

And not only with different country versions, but also language ones, cannibalizing themselves

Searching from Google Spain

@aleyda#SMX #22A3

Verify if you’re suffering from this issue!

@aleyda#SMX #22A3

Hreflang can help you solve them!

https://support.google.com/webmasters/answer/189077

@aleyda#SMX #22A3

The goal is to specify each of your URLs language & alternatively country targeting

brand.com

brand.co.uk

brand.com/es/

English for the US Default

Spanish for the US

English for the UK

@aleyda#SMX #22A3

Hreflang should use ISO 639-1 values for languages and ISO 3166-1 for countries

@aleyda#SMX #22A3

Requiring always a language to be specified and alternatively a country, no continent support

English

English in the US

@aleyda#SMX #22A3

Spanish for the US

English for the UK

Mapping each URL to their alternate languages or countries versions

brand.com

brand.co.uk

brand.com/es/

@aleyda#SMX #22A3

For every page on the sites

Spanish for the US

English for the UK

brand.com/dogs/

brand.co.uk/dogs/

brand.com/es/perros/

@aleyda#SMX #22A3

You can include them in the HTMLs head, HTTP headers & XML Sitemaps

@aleyda#SMX #22A3

Depending on the site characteristics, it might be better to use one or the other

Add them in HTML in sites with lower

number of versions & coding flexibility

Add them in XML Sitemaps in non-

flexible sites with a high number of versions

@aleyda#SMX #22A3

… or avoid completely

Only if you want to invest a lot of time validating the HTTP

headers

@aleyda#SMX #22A3#SMX #22A3 @aleyda

A (yummy) piece of cake?

@aleyda#SMX #22A3

BEWARE THE ROAD CAN BE TRICKY…

@aleyda#SMX #22A3

Non-existing hreflang values

@aleyda#SMX #22A3

Like using “en-UK” instead of “en-GB” for pages in English targeted to the UK

@aleyda#SMX #22A3

Including a country without a language, which is mandatory to add

hreflang="pt-br"

hreflang="en-ca"

Not supported

hreflang="es-mx"

hreflang="en-us"

@aleyda#SMX #22A3

hreflang=“fr-ca”

Using underscores instead of dashes or switching the language & countries values order

Mistakes with the URLs added in the hreflangs

@aleyda#SMX #22A3

Not including the correct URLs in the hreflang annotation

Better use absolute URLs and make sure to add the right one for the

specified language-country

@aleyda#SMX #22A3

Forgetting to self-refer by specifying the current URL in the hreflangs

@aleyda#SMX #22A3

Not referring back at all from one language or country version to another

@aleyda#SMX #22A3

Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs

Non-relevant hreflang values for the target market

@aleyda#SMX #22A3

Specifying unnecessary country codes for language targeted pages

@aleyda#SMX #22A3

Or adding a language or country value to a URL that is in another one

Better use absolute URLs and make sure to add the right one for the

specified language-country

@aleyda#SMX #22A3

Trying to “override” a ccTLD country targeting by specifying another one in hreflangs

@aleyda#SMX #22A3

Hreflang won’t change the geolocation of a ccTLD or of geotargeted sub-directories or subdomains

@aleyda#SMX #22A3

Ugh! So many different types of hreflang errors :/

Incorrect hreflang country or language Values

Mistaken, non-indexable or non-existing URLs

Non-relevant target market values

Not including the hreflang tags to every version to

point back

@aleyda#SMX #22A3 @aleyda#SMX #22A3

@aleyda#SMX #22A3

Let’s use the hreflang kit to avoid & spot these issues

@aleyda#SMX #22A3

Adding non-original URLs, such as redirected or canonicalized ones in hreflang annotations

@aleyda#SMX #22A3

For the Generation

HREFLANG Tags Generation

@aleyda#SMX #22A3

Obtain the right hreflang tag pattern to use in your HTMLs with the Hreflang Generator Tool

bit.ly/generatorhreflang

@aleyda#SMX #22A3

Like this! Ready to update every page URL

@aleyda#SMX #22A3

Do you Prefer to use an XML sitemap? Include your hreflang in them with the hrefbuilder

hrefbuilder.com

@aleyda#SMX #22A3

It allows to import URLs from many sources, specify its international structure & edit values

@aleyda#SMX #22A3

As well as to validate them before their generation

@aleyda#SMX #22A3

For the Validation

HREFLANG Tags Validation

@aleyda#SMX #22A3

There are page specific hreflang validators but these are painful to use with big sites

https://technicalseo.com/seo-tools/hreflang/

@aleyda#SMX #22A3

These Enterprise-level SEO Crawlers spot issues at a larger scale, whether in HTMLs or XML sitemaps

Botify has an “internationalization” section directly segmenting each major hreflang error type

botify.com

And you can generate any report directly by combining them…

Like this one with URLs pointing to not compliant (not found, non-indexable, etc.) alternates

OnPage.org has a multilingual settings report showing URLs mapping to a translated version

onpage.org

Shows each language and country version pointing out and in for each URL

Allowing to specifically verify the alternate URLs pointed from each page

As well as segmenting the URLs per country & Language, and the type of issues they have

Deepcrawl lists URLs with hreflangs & alternate versions, specifying where they have been found

deepcrawl.com

Allowing to generate reports of those URLs with errors too

@aleyda#SMX #22A3

For the On-going Monitoring

HREFLANG Tags Monitoring

@aleyda#SMX #22A3

It’s a must to check for any change or issue with the Search Console International Targeting report

If you have multiple sitemaps you don’t know in which one these issues are, but you can identify their location with the crawlers

@aleyda#SMX #22A3

It directly specifies the type of identified error and the number of pages affected

@aleyda#SMX #22A3

As well as the URLs where these issues have been found, that you can export in CSV

@aleyda#SMX #22A3

If you follow these principles, generation & validation steps, this should be your hreflang status

@aleyda#SMX #22A3

And your organic search visibility & traffic growth in international markets

@aleyda#SMX #22A3

It’s time to grow abroad

@aleyda#SMX #22A3

Thanks!

@aleyda#SMX #22A3

Internationalizing Your SEO By Aleyda Solis

Marketing

Transcript of Internationalizing Your SEO By Aleyda Solis

0607 Smith Internationalizing

AMP: Do or Die? By Aleyda Solis

Mobile seo-mozinar-aleyda-solisv2-130212135814-phpapp02

InternationaliZing Apps

Internationalizing Higher Education

SEO and Social Media Power Tools - SMX London 2012 presentation by Aleyda Solis

Internationalizing Services

Internationalizing Bulgarian Rakia

Internationalizing university curriculum with multilingual ...mams.rmit.edu.au/0bllz330z5on.pdf · Internationalizing university curriculum with multilingual knowledge ... there are

Internationalizing EE Programs in the Philippines - …iiee.org.ph/.../Internationalizing-EE-Programs-in-the-Philippines.pdf · Internationalizing EE Programs in the Philippines Jose

Aleyda Solis - Conquering International Search Markets: The key ingredients for international SEO success in competitive countries

Aleyda Solis_SearchLove London 2013

Campus Internationalizing The

Mobile SEO - Aleyda Solis

Internationalizing Your AngularJS App

Internationalizing Your Content

Mobilizing your International SEO by @aleyda at #iss #smx

7 International SEO Dos & Dont's by @aleyda at #ionSearch

Page 11 - Aleyda & Jacob

Internationalizing react apps