1.
Jumpstart Any International
Business Expansion With
Localization
with
Adriana Stein

2.
@adrianakstein
About Adriana, AS Marketing’s CEO
Originally from the US and now living in Germany, I am a highly
experienced SEO Consultant with a proven track record. I lead
AS Marketing’s team of global experts who develop SEO-driven,
holistic marketing roadmaps based on proven processes that
scale.
Some places I’ve been featured for my SEO expertise include:
● BrightonSEO
● Search Engine Journal
● Moz
● HubSpot
● Screaming Frog
● Oncrawl
Connect with me on Linkedin

3.
@adrianakstein
Here’s what I’ll cover today:
● The value of expanding to markets outside the US
and UK
● How to localize the business strategy and messaging
● The SEO steps to achieve a successful international
expansion

4.
The value of
international markets

5.
@adrianakstein
Why international markets are
worth investing in:
● 87 percent of U.S. companies agree that international expansion is
needed for long-term growth, with emerging markets providing the
greatest opportunities. (source)
● Diversifying increases protection. Entering new markets or
introducing new products and services means that if one part of
your business is exposed to market changes, you can rely on other
income streams. (source)
● Global growth is the core focus for more than half of companies that
received investment in the last 12 months. (source)
● Fully engaged customer results in 23% more increased profit,
revenue and growth potential compared to the average customer.
(source)

6.
Localizing your
business strategy

7.
@adrianakstein
Localization requires a
mindset shift

8.
@adrianakstein
It all starts
with buyer
personas!

9.
@adrianakstein
Psychographic marketing

10.
@adrianakstein
The Elements of Marketing Localization
You’ll Need to Localize
Brand Strategy Buyer Personas Content Operations
Your USPs Pain points SEO keywords Sales and
customer service
Your competitors Buying process &
customer journey
Important words
and phrases
Product
Messaging &
cultural relevance
Buying obstacles
and how to
overcome them
Website in the
local language
Payment process

11.
Localizing your SEO
strategy

12.
@adrianakstein
What can you do with SEO tools?
SEO audit
Audit your website and get ideas
to improve its SEO performance
Competitor analysis
Peek into your competitors’
winning strategies and use these
to increase your website traffic
Keyword research
Discover the best keywords to
target and bring traffic to your
site
Rank tracking
Track your SEO strategy progress
and optimize your targeting
efforts
Link building
Find opportunities for
strengthening your backlink
profile
Content Strategy
Optimization
Combining the data you get from
SEMrush helps you optimize your
content strategy

13.
@adrianakstein
Prep your site structure
● Option 1: example.com/de (the subfolder approach).
● Option 2: de.example.com (the subdomain approach)
Option 1 is best because it preserves
Domain Authority

14.
@adrianakstein
Find Your Local Competitors
When you localize keywords
and your content to
compete against local
SERPs, you position your
SEO strategy to generate
leads and sales with
localized high purchase
intent keywords.

15.
@adrianakstein
Identify Relevant Keywords
Select the market you’d like to target and search for a head
keyword in the local language related to your product or service

16.
@adrianakstein
Identify Relevant Keywords
Then select longtail,
search intent match
keywords here that
have search volume
and could potentially
fit into your strategy
based on the content
you’d like to create.

17.
@adrianakstein
Identify Relevant Keywords
● Choose keywords with search
volume!!!!!
● Have a mix of BOFU, MOFU, and
TOFU keywords
● Keep the user intent in mind as
you choose keywords
● For domains with low domain
authority, focus on low-volume
search long-tail keywords
● Prioritize keywords that can be
integrated seamlessly and with
good grammar into the copy
Longtail focus keyword
3 - 4 word
keywords
2 word keywords

18.
@adrianakstein
Build Your Keyword Map

19.
@adrianakstein
Localize Your Content
❏ Do research: Understand what the local audience is searching for
online, what kinds of content they engage with, and the messaging
style they’re used to. One quick example is that German is often
much more formal than U.S. and U.K. English.
❏ Repurpose top-performing existing content: If you have existing
English content that’s doing well, consider transcreating it into the
local language if the topic is also relevant to that local market.
❏ Write new region-specific content: Creating new and original
content is especially important if you’re targeting international
regions, because there will be keywords and topics in those markets
that don’t exist in the U.S. and U.K. markets.

20.
@adrianakstein
Track, Optimise and Scale
Track your SEO
strategy performance
in the local markets
in order to make the
optimization process
easier

21.
@adrianakstein
Track, Optimise and Scale
● Month-by-month
improvements lets
you know you are
on the right track
with your SEO
strategy
● Review pages and
blog posts to see
how you can make
it more
useful/relevant to
your audience

22.
@adrianakstein
It’s time
for Q&A