International SEO & The Future of your ROI at #MozCon by @aleyda
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Transcript of International SEO & The Future of your ROI at #MozCon by @aleyda
05/07/2013#MozCon
Aleyda Solis / @aleyda / International SEO / SEER Interactive
International SEO & The Future of your ROI
05/07/2013#MozCon
today is a fantastic day
05/07/2013#MozCon
It’s the most amazing day of my life as an SEO specialist.
the best day of this seo specialist’s life
05/07/2013#MozCon
+400% organic search revenue
Wohoooooo!
he has achieved the best results ever
for his most important client
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This is an seo dream come true,
an amazing success story
Top rankings, highest organic search traffic, conversions and revenue in history.
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What will his client & boss do?
You’re awesome!
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Give him a raise?
Yay! After so much time a raise would be awesome.
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Some paid paid vacations?
Like at Moz! How cool would that be?
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A promotion?
Oh! A bit excessive but I could get used to this.
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raise your hand...
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What do you think he will get?
Raise Vacation Promotion
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NONE OF THEM
Raise Vacation Promotion
What do you think he will get?
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They challenge him to get
more
More? But I already achieved all there
was to get here!
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They challenge him to get
more
ABROAD
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His client ask him to go
INTERNATIONAL
There’s much more abroad.
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But how to do International SEO?
I have no f*cking idea!
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Start by taking your seo explorer hat
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and getting ready for an seo adventure
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Let’s follow the
International SEO
Map in the Quest for your ROI
05/07/2013#MozCon
identify your international seo potential
1
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Validate your company characteristics from an
international perspective.
identify your international seo potential
05/07/2013#MozCon
identify your international seo potential
Your international business & operations
Validate your company characteristics from an
international perspective.
Geography,cultural
& Language Factors
Pricing & Currency Factors
Web Goal
BusinessModel
Company Operations
Web Content & Development
05/07/2013#MozCon
identify your international seo potential
Take into consideration your current site
International activity.
05/07/2013#MozCon
identify your international seo potential
Take into consideration your current site
International activity.
Your international traffic status
Country&
Language
Volume&
Trend
Keywords&
Pages
Traffic Sources
Visits, Conversions
& Conversion
Rate
05/07/2013#MozCon
identify your international seo potential
Take into consideration your current site
International activity.
Use Google Analytics Country and
Language Reports
Your international traffic status
05/07/2013#MozCon
identify your international seo potential
Identify your site current international
search visibility.
05/07/2013#MozCon
identify your international seo potential
Your international search visibility status
Country
Volume&
Trend Queries&
Pages
Identify your site current international
search visibility.
Impressions, Clicks &
CTR
05/07/2013#MozCon
identify your international seo potential
Your international search visibility status
Identify your site current international
search visibility.
Use Google Webmaster Tools Search Queries Report
05/07/2013#MozCon
identify your international seo potential
Research your international industry
search activity.
05/07/2013#MozCon
identify your international seo potential
Research your international industry
search activity.
Country&
Language
SearchVolume, Trend & Seasonality
KeywordsSearch Engines Devices
Competitors
Your international industry search activity
05/07/2013#MozCon
identify your international seo potential
Research your international industry
search activity.
Keyword Analysis
Use these tools, including those from the most popular search engines in the targeted country
Your international industry search activity
05/07/2013#MozCon
identify your international seo potential
Research your international industry
search activity.
Beware of differences with the same language among countriesYour international industry search activity
American English
British English
“Search Engine Optimization”
“Search Engine Optimisation”
“User behavior” “User behaviour”
“I’m going to check my diary”
“I’m going to check my agenda”
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identify your international seo potential
Research your international industry
search activity.
Get Native support to help you along the SEO projectYour international industry search activity
05/07/2013#MozCon
identify your international seo potential
Company Characteristics
from an international perspective
Current site
international activity
Current international
search visibility International
industry search activity
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identify your international seo potential
Calculate for each international market
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=
Original calculations by @seohimanshuhttp://www.seotakeaways.com/roi-calculations-seo/
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identify your international seo potential
Is your International SEO Project viable?
>Your International SEO potential
Visits & Conversionsfor 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 Google Analytics
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Target your international search audience
2
1
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Target your international search audience
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
Set your International Target: Country vs. Language.
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Target your international search audience
Understand your International Audience
behavior and characteristics.
05/07/2013#MozCon
Target your international search audience
Understand your International Audience
behavior and characteristics.
Demographiccharacteristics
Culturalfactors
Online & buying
preferences
Identify your audience profile
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Target your international search audience
Understand your International Audience
behavior and characteristics.
Identify your audience profileUse tools & studies like these
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Target your international search audience
Research your International Competitors.
05/07/2013#MozCon
Target your international search audience
Research your International Competitors.
Your Competitors Behavior & characteristics
Most popular
products & content
Unique selling
proposition
Weaknesses &
Strengths
Other marketing activities
Online community
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Target your international search audience
Research your International Competitors.
Your competitors behavior & characteristics
Use these tools
05/07/2013#MozCon
Target your international search audience
Now you can set the best SEO strategy, the keywords & pages to promote and define goals to target
for each International market.International
audience behavior
International competitors
characteristics
Initial seo potential research
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Develop an internationally optimized site
31
2
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Make your International content crawlable & indexable
with its own Web structure.
Don’t use cookies or scripts to show your international content through the same URLs
Develop an internationally optimized site
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Develop an internationally optimized site
If you’re country targeting: Enable a specific Web structure for each country.
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/
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Develop an internationally optimized site
ccTLDs* Best alternative to geolocate* Require more technical resources* Require more efforts to grow popularity
Sub-directories
Sub-domains
* Require less technical resources* Require less efforts to grow popularity
* Require more technical resources* Require more efforts to grow popularity
If you’re country targeting: Enable a specific Web structure for each country.
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Develop an internationally optimized site
ccTLDs for Country Targeting
If you’re country targeting: Enable a specific Web structure for each country.
05/07/2013#MozCon
Develop an internationally optimized site
Sub-directories for Country Targeting
If you’re country targeting: Enable a specific Web structure for each country.
05/07/2013#MozCon
Develop an internationally optimized site
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
If you’re language targeting: Enable a specific Web structure for each
language.
05/07/2013#MozCon
Develop an internationally optimized site
Sub-directories* Require less technical resources* Require less efforts to grow popularity* Deeper url structure
* Require more technical resources* Require more efforts to grow popularity* shorter URL structure
Sub-domains
If you’re language targeting: Enable a specific Web structure for each
language.
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Develop an internationally optimized site
Sub-directories for language targeting
No Flags! Remember you’re not targeting countries but languages
If you’re language targeting: Enable a specific Web structure for each
language.
05/07/2013#MozCon
Develop an internationally optimized site
Sub-domains for language targeting
If you’re language targeting: Enable a specific Web structure for each
language.
05/07/2013#MozCon
Develop an internationally optimized site
3
4
12
5
6
Localize / translate your complete International Website Experience: From branding to URLs!
7
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Develop an internationally optimized site
12
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images
Localize / translate your complete International Website Experience: From branding to URLs!
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Develop an internationally optimized site
8
9
Localize / translate your complete International Website Experience: From branding to URLs!
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Develop an internationally optimized site
8
9
Reviews
Products information & descriptions
Localize / translate your complete International Website Experience: From branding to URLs!
05/07/2013#MozCon
Develop an internationally optimized site
Get native help to avoid translation mistakes and make your Web attractive for the targeted market
Localize / translate your complete International Website Experience: From branding to URLs!
05/07/2013#MozCon
Develop an internationally optimized site
Internationalized domain names can be tricky to handle: It’s better to transliterate domain names & URLs
for non-ASCII characters
Localize / translate your complete International Website Experience: From branding to URLs!
05/07/2013#MozCon
Develop an internationally optimized site
And remember to not leave urls in English
Localize / translate your complete International Website Experience: From branding to URLs!
05/07/2013#MozCon
Develop an internationally optimized site
Make your International Web versions easily findable featuring a visible & crawlable menu...
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Develop an internationally optimized site
And by suggesting your International versions when they’re relevant, not automatically redirecting users.
Don’t take your users where they haven’t asked to go, give them the alternative to choose
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Develop an internationally optimized site
Indicate your pages language and country targeting through hreflang annotations.
Google Specification: http://bit.ly/googlehreflang
Include the hreflang annotations in the code
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Develop an internationally optimized site
Include the hreflang annotations in your XML Sitemaps too.
Media Flow hreflang tool: http://bit.ly/hreflangsitemap
Include the hreflang annotations in the XML Sitemap
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Develop an internationally optimized site
You can also specify the “content-language” meta tag or html “lang”, used by Bing.
Bing Specification: http://bit.ly/binglang
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Develop an internationally optimized site
If you’re country targeting and using a gTLD, use search engines
Webmaster Tools geolocation feature.
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Develop an internationally optimized site
Now that you have a user friendly and optimized International Web presence, you can build its popularity.
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Grow your International Search Popularity
4
31
2
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Grow your International Search Popularity
Research & understand your international competitors link building strategies, sources and the existing popularity gap.
05/07/2013#MozCon
Grow your International Search Popularity
Link Volume, Sources & types
Linked Content
Link quality vs. Quantity
Linktrend over
timeSocial
Activity & profile
International link popularity analysis
Competition is usually lower than in the US.
Research & understand your international competitors link building strategies, sources and the existing popularity gap.
05/07/2013#MozCon
Grow your International Search Popularity
SocialCrawlytics
Use these tools
Research & understand your international competitors link building strategies, sources and the existing popularity gap.
International link popularity analysis
05/07/2013#MozCon
Grow your International Search Popularity
Do the same with your international audience profile, behavior and characteristics to be able to connect with it.
05/07/2013#MozCon
Grow your International Search Popularity
International audience analysis
Favorite content topics & formats
Most popular social
networks
Favorite media &
blogs
Industry influencers
Do the same with your international audience profile, behavior and characteristics to be able to connect with it.
05/07/2013#MozCon
Grow your International Search Popularity
Do the same with your international audience profile, behavior and characteristics to be able to connect with it.
International audience analysis
Use these tools
05/07/2013#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience.
05/07/2013#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience.
Always have native support & validation for strategy & outreach
Learn toleverage
Local sites& cultural
factors
Build a relationship
with local influencers &
Media
Track the response
behavior in different countries
Develop an international link building campaignIdentify
what works better in each
country to scale
05/07/2013#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience.
Develop an international link building campaign
Use these tools
05/07/2013#MozCon
Grow your International Search Popularity
Remember that is also about aligning and optimizing your company’s current product, content, marketing and even, operations activities to
connect with your international audience.
05/07/2013#MozCon
Remember that is also about aligning and optimizing your company’s current product, content, promotional and even, operations activities to
connect with your international audience.
Grow your International Search Popularity
Take a look at this example from a job advertisement in Spain
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Grow your International Search Popularity
Win the popularity race against your competitors by learning quick to connect with your audience, optimizing and being constant with your link building actions to become an authority in your international industries.
05/07/2013#MozCon
Measure your international SEO activity
5
4
31
2
05/07/2013#MozCon
Measure your international SEO activity
Track each of your International Web versions and search presence independently: From
Webmaster Tools to rankings and Web analytics.
05/07/2013#MozCon
Measure your international SEO activity
Track each of your International Web versions and search presence independently: From
Webmaster Tools to rankings and Web analytics.
Measure your international Web & search presence
Enable profiles for
sub-directories & sub-domains
in Google Analytics
Create independent
properties for each
cctld
Set each Web version in
Webmaster tools & rank
tracking software for the relevant search engine
05/07/2013#MozCon
Measure your international SEO activity
Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make
decisions.
Segment & analyze
Keywords & Pages Rankings,
visits, conversions, average conversion value & conversion
rate
For each international Web version
Language, location, Device &
Sources of traffic
05/07/2013#MozCon
Pay special attention
Measure your international SEO activity
Currency settings
Cross-domain tracking Country &
Language traffic
alignment
Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make
decisions.
05/07/2013#MozCon
Use these tools
Measure your international SEO activity
Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make
decisions.
05/07/2013#MozCon
Measure your international SEO activity
These are just the fundamental aspects! Web analytics for International Websites is a world of its own.
05/07/2013#MozCon
Measure your international SEO activity
Take a look at these international Web analytics presentations
bit.ly/intwebanalytics-david bit.ly/intwebanalytics-ani
These are just the fundamental aspects! Web analytics for International Websites is a world of its own.
05/07/2013#MozCon
Now you know the status of your organic search visibility, visits, conversions and your customers
response to your efforts ... But what’s your International SEO ROI?
Measure your international SEO activity
05/07/2013#MozCon
Check your international SEO ROI
5
4
31
2
6
05/07/2013#MozCon
Check your international SEO ROI
Number of conversions ROI
by number of
conversionsInternational SEO project cost
=
ROIby number
of visits =
or
Average conversion
value*( )- International SEO project cost[ ]
Average conversion
rate
International SEO project cost
Average conversion
value*( )
- international seo project cost[ ]Visits *
You can calculate your International SEO ROI with
this formula...You can do it in two different ways
05/07/2013#MozCon
Check your international SEO ROI
You can do it in two different ways
Number of conversions ROI
by number of
conversionsInternational SEO project cost
=
ROIby number
of visits =
or
Average conversion
value*( )- International SEO project cost[ ]
Average conversion
rate
International SEO project cost
Average conversion
value*( )
- international seo project cost[ ]Visits *
You can calculate your International SEO ROI with
this formula...
meh,
too
complicated!
05/07/2013#MozCon
Check your international SEO ROI
Or use the International SEO ROI Calculator! Exclusively built for #MozCon
http://bit.ly/seoroi-calculator
05/07/2013#MozCon
Check your international SEO ROI
With this information, you’ll be able to assess your International SEO activities and make the
most out of your International Websites.
05/07/2013#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
benefit
x6
Let’s review the international SEO ROI map
05/07/2013#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
Let’s review the international SEO ROI map
benefit
x6
Now you know the path to develop a successful International SEO
Process and grow your ROI.
05/07/2013#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
Let’s review the international SEO ROI map
This is so great, thanks. My client will be impressed. I’m going to start right away.
benefit
x6
...and the awesome #MozCon audience can now start with it too.
05/07/2013#MozCon
You can also be International SEO adventurers!
05/07/2013#MozCon
Just one more thing to make your International SEO adventure easier...
05/07/2013#MozCon
The
INTERNATIONAL
SEO MAP
www.internationalseomap.com
with the ROI Calculator
Here’s the map also published on a Website so you never get lost.
#MozCon
Got International SEO Questions?
Aleyda Solis / @aleyda / International SEO / SEER Interactive
05/07/2013#MozCon
Images Credits
http://www.flickr.com/photos/hoyvinmayvin/http://www.flickr.com/photos/pedrovezini/
http://www.flickr.com/photos/gin_soak/http://www.flickr.com/photos/alpower/, http://www.flickr.com/photos/donsolo/http://www.flickr.com/photos/st3f4n/,
http://www.flickr.com/photos/fotodipablo/http://www.flickr.com/photos/kalexanderson/,
http://www.flickr.com/photos/rob-young/http://www.flickr.com/photos/puuikibeach/,
http://www.flickr.com/photos/kwl/http://www.flickr.com/photos/80497449@N04/
http://www.flickr.com/photos/tim_norris/http://www.flickr.com/photos/photomequickbooth/
http://www.flickr.com/photos/thekellyscope/http://www.flickr.com/photos/han_shot_first/
http://www.flickr.com/photos/s3a/http://www.flickr.com/photos/joriel/
http://www.flickr.com/photos/rhinoneal/
These photographers are amazing! Thanks for the pictures.