Improve Your ROI With International SEO (ISEO)

Presented by:
Péter Faragó
Co-founder and CEO of Easyling
www.easyling.com
www.twitter.com/easyling_com
Chris Raulf
Founder of Boulder SEO Marketing
www.boulderseomarketing.com
www.twitter.com/swisschris
[Webinar] Improve Your ROI With International and Multilingual SEO (ISEO)
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Wednesday, May 24, 2017

Péter
•  Peter started his IT carrier with a good old Commodore 64, hasn't stopped
since
•  His passion: to solve problems with IT without creating new ones
•  He's got very concrete answers about the meaning of life
About Easyling
•  In the website translation tech business
since 2012
•  Offers state of-the-art website translation
technologies for LSPs
•  Easyling is the only LSP independent
translation proxy provider in the world, used by the largest LSPs
[Welcome] Péter and Easyling

Chris
•  Born and raised in Switzerland; moved to Boulder, CO in 1996
•  Two amazing kids; love soccer, skiing, mountain biking, hiking, yoga, rock
climbing... and crafty Colorado beer
•  2+ decades in search engine optimization and digital marketing
•  12-year localization and internationalization industry veteran
Boulder SEO Marketing
•  Affordable SEO Packages
•  Site Audits
•  International and Multilingual SEO
•  SEO Training
•  Content Marketing
•  Social Media Marketing
•  Pay-per-Click (PPC) and more
[Welcome] Chris and Boulder SEO Marketing

[Improve Your ROI With International and Multilingual SEO (ISEO)] Agenda
•  Website Translation in 2017
•  Live Demo
•  Setting the Stage: The Importance of SEO and ISEO
•  An Introduction to the “5 Pillars of ISEO” Methodology
•  Laying the Foundation: Source Language Keyword Research
•  An Introduction to Multilingual & International Search Engine Optimization (ISEO)
•  The “5 Pillars of ISEO” Methodology
•  ISEO Project and Process Templates
•  Using Google Analytics and Google Search Console for Market Research
•  There’s More Than Google
•  The Basic ISEO Process: An Overview
•  Key to Success: Multilingual and International SEO Resource / Linguist
•  Keyword Research for ISEO
•  Multilingual On-Page Optimization and Content Marketing Best Practices
•  International and Multilingual Social Media Marketing
•  Audit and Measure
•  Questions & Answers

Setting the Stage: The Importance of
SEO & ISEO

[A Quick Disclaimer] This Stuff Changes all the Time

The Best Place to Hide a Dead Body…

[Numbers Don’t Lie] Busier Than a One Legged…
The journey from 314 organic Google search visits per month to 4,204:
1339% increase in Google organic search traffic in 3 ½ years.

[Numbers Don’t Lie] Busier Than a One Legged…
1339% increase in Google organic search traffic
=
800% increase in revenues directly related to Google organic search traffic.

[New Websites] More Competition
Nearly 140,000 new websites are created every day

[New Websites] More Competition
Source: http://dig.multilingual.com/2017-03/#

[New Websites and More Content] More Competition

[ISEO Foundation] Multilingual Content Creation and Optimization
[Educate your clients or your boss]
The multilingual content has to be better or at least as good as the source
content.
[Your argument for professional translation and transcreation services]
Machine translation does absolutely nothing for SEO; quite the opposite in fact!
Let me explain.

The “5 Pillars of SEO” Methodology

[SEO Strategy] The “5 Pillars of SEO” Methodology
1.  Technical Health of Website
2.  Website Functionality / User Experience
3.  On-Page Search Engine Optimization
4.  Off-Page Search Engine Optimization
5.  Social Media Marketing
Content Marketing
What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/
200-250 main ranking signals; potentially 1000s of sub-ranking signals.

[SEO Project Templates] A Winning Team
1.  Onboarding Template:
https://goo.gl/zmBLmy
2.  Meeting Agenda:
https://goo.gl/w8KXLf
3.  Marcom Template:
https://goo.gl/lKwcZ1
4.  Content Development Template:
https://goo.gl/YNCcWY

[SEO Project Templates] Overview
www.boulderseomarketing.com/seo-training

Keyword Research for SEO /
Meta Content Optimization

[Keyword Research for SEO] Pick Your Destination

[Meta Content Optimization] Tips and Best Practices
ü Title tag: 50 - 60 characters
ü Description tag: 150 - 160 characters
ü Keywords tag: 2-4 target SEO keywords
ü Include a keyword in the URL
ß Snippet

Why Multilingual and International
Search Engine Optimization (ISEO)

[International and Multilingual SEO] Why?
•  It HAS to be part of your website L10n
services
•  Excellent upsell opportunity for LSPs
•  You can charge a premium
•  Local markets are often saturated and hyper
competitive
•  Even smaller companies can now compete
on a global level
•  In some international markets, more people
are now online than in the US
•  One of the least expensive, yet most
effective ways to expand and grow a
business on a global scale
•  It’s exciting and fun!

[International and Multilingual SEO] Ask Yourself | Quick Group Exercise
•  Is there a market for what I’m trying to sell in the
target country?
•  Are people actively searching online for what I’m
going to offer?
•  How competitive is the target market?
•  Am I able to logistically deliver the product or
service?
•  Are there legal restrictions that would prevent me from selling my products or
services in the foreign target market?
•  Will I need to offer multilingual sales and customer support?
•  Do I need to put payment systems in place in order to get paid in the foreign
target market?
•  Etc.

An Introduction to Multilingual and
International Search Engine
Optimization (ISEO)

[It’s a Big World] Think “Inside” the Box…
Question: What do these countries, territories and places have in common?
•  Australia, Anguilla, Antigua and Barbuda
•  The Bahamas, Barbados, Bermuda, Belize (Belizean Kriol), the British Indian Ocean Territory,
the British Virgin Islands
•  Canada, the Cayman Islands
•  The Falkland Islands
•  Gibraltar, Grenada, Guam, Guernsey, Guyana
•  Ireland, Isle of Man
•  Jamaica, Jersey
•  Montserrat
•  Nauru, New Zealand
•  Pitcairn Islands
•  Saint Helena, Saint Kitts and Nevis, Saint Vincent and the Grenadines, Singapore, South
Georgia and the South Sandwich Islands
•  Trinidad and Tobago, the Turks and Caicos Islands,
•  The United Kingdom, the U.S. Virgin Islands, the United States
Answer: English is the primary language!

[English] It’s a Big World. Think “Inside” the Box…
Source: http://www.24point0.com/ppt-shop/editable-ppt-map-english-speaking-countries

[Why ISEO?] Keyword: golf balls (USA)

[Why ISEO?] Keyword: golf balls (Worldwide)

[Why ISEO?] Google Search Results Page USA

[Why ISEO?] Google Search Results: Incognito and Worldwide

[Why ISEO?] Google Search Results Page USA
USA Canada
Australia New Zealand UK

The “5 Pillars of ISEO” Methodology

[International and Multilingual SEO] The “5 Pillars of ISEO” Methodology
1.  Technical Health of Website
2.  Website Functionality / User Experience
3.  On-Page Search Engine Optimization
4.  Off-Page Search Engine Optimization
5.  Social Media Marketing
Content Marketing
What is ISEO? https://www.linkedin.com/pulse/what-international-search-engine-optimization-iseo-chris-raulf
200-250 main ranking signal. Potentially 1000s of sub-ranking signals.

[ISEO] You Need a Strong Team and Processes
Resources:
•  SEO Manager
–  Develop strategy
–  Manage team and drive process
–  Analyze date
•  In-Country ISEO Resources
–  Native-speaking ISEO expert
•  Keyword research and transcreation
•  Content development: Meta tags, alt / image tags, content
development / edit
–  Reviewer
–  Technical support
•  Content Creator
–  Web content, blog posts, in-depth articles, white papers, case studies, etc.
•  Social Media Expert
–  Draft and publish social media messages
–  Community management, etc.
•  Webmaster / Webdesigner

ISEO Project and Process Templates

[International and Multilingual SEO] Use Project Templates
1.  ISEO Templates:
https://goo.gl/ANIhpC
2.  SEO Onboarding Doc:
https://goo.gl/zmBLmy
3.  Meeting Agenda:
https://goo.gl/w8KXLf
4.  Marcom Spreadsheet:
https://goo.gl/PGlGFX
5.  Content Development Doc:

Using Google Analytics and Google
Search Console for Market Research

[Google Analytics] Find Your “Low-hanging Fruit” Markets

[Google Search Console] What Is Working Already?

[Google] Global Search Engine Market Share
Source: h*p://returnonnow.com/internet-marke6ng-resources/2015-search-engine-market-share-by-country/

The Basic ISEO Process: An Overview

Basic ISEO Process
•  ISEO Vendor: Product Training / Set-up / Analysis / File Prep
•  ISEO Vendor: Train / Provide instructions for ML SEO expert / linguist
•  ISEO Vendor: Keyword research and transcreation
•  Customer: Review and approve transcreated keywords
•  ISEO Vendor: Transcreation of title, description, keyword and image alt tags
•  Customer: Review meta and alt tags
•  ISEO Vendor: Review and light edit of localized web pages
•  Customer: Review edited web pages
•  ISEO Vendor: Review of changes and final QA
•  Customer & ISEO Vendor: Update glossary and TM
•  Customer & ISEO Vendor: Implement ongoing content development strategy
•  Customer: Implement technical ISEO best practices
•  Customer & ISEO Vendor: Ongoing in-country SEO

Key to Success: Multilingual and
International SEO Resource / Linguist

[ISEO Vendor] Multilingual SEO Expert / Linguist Profile
•  Ideally someone in-country
•  Professionally trained linguist
•  Familiar or open to learning SEO and
ISEO
•  Interested and capable of working with
tools such as:
–  Google Market Finder
–  Google KeywordPlanner
–  Google Trends

[Keyword Research Tools] International and Multilingual
•  Google Search Console:
https://www.google.com/webmasters/tools
•  Google Global Market Finder:
http://translate.google.com/globalmarketfinder
•  Google Keyword Planner:
https://adwords.google.com/ko/KeywordPlanner
•  Google Trends:
https://www.google.com/trends
•  Google Incognito Search / Isearchfrom.com:
https://www.google.com

http://translate.google.com/globalmarketfinder

h*ps://adwords.google.com/ko/KeywordPlanner/Home

US English: Cell Phone

[Friendly Reminder] Update the Glossary and Translation Memory

Multilingual On-Page Optimization
and Content Marketing Best Practices

[ISEO] Basic On-Page Optimization Best Practices
Use keywords in the URL. For example:
•  http://domain.com/en/the-best-cell-phone-on-earth/
•  http://de.domain.com/das-beste-handy-auf-der-welt/
Title tag (50-60 characters):
•  English: The [Product Name] is the Best Cell Phone on Earth
•  German: Das [Produkt Name] ist das beste Handy auf der Welt
Description tag (150-60 characters):
•  English: Are you interested in buying the [Product Name]? It is frequently
considered as the best cell phone on earth. | Click here for additional information.
•  German: Sind Sie interessiert das [Product Name] zu kaufen? Es wird häufig als das
beste Handy auf der Welt betrachtet. | Klicken Sie hier für weitere Informationen.

[Multilingual Content Development] Template
Content Development Template:

ü  Target audience
ü  AIDA Stage or main purpose
ü  Which higher level page(s) will it support
ü  Op6mized meta tags:
•  Title [50 - 60 characters: Include main target SEO keyword]
•  Descrip6on [150 - 160 characters: Include one or two target SEO keywords]
•  Keywords [2-4 target SEO keywords]
•  Alt / Images
ü  Use keywords in the URL / Avoid extended characters
ü  Blog post: At least 350 - 500 words | In-depth ar6cle: 1,000+ words | Press release: 350-450 words
ü  Try to include an important target keyword in the ﬁrst paragraph as well as a varia6on of that keyword in the last
paragraph and hyperlink to an applicable internal page
ü  One internal hyperlink per 100 words; try to include at least one high-quality external link to a relevant website
ü  If possible, add an image and include an alt tag with a target keyword
ü  Place keyword(s) in applicable H1, H2 & H3 heading
ü  Don’t forget to include a call to ac6on!
•  Share on social media
•  Click / call to request a quote
•  Download a white paper / view webinar, etc.
ü  Submit to Google’s database:
•  h*ps://www.google.com/webmasters/tools/googlebot-fetch
•  h*ps://www.google.com/webmasters/tools/submit-url
•  Share via Google+, Twi*er, LinkedIn, Facebook, etc.
ü  Apply Schema or Google Markup:
•  h*ps://www.google.com/webmasters/tools/data-highlighter
•  www.schema.org
[Checklist] Multilingual Content Creation and Optimization

[Multilingual Content Marketing] Develop a Strategy
Many localized sites are static. Search engines DON’T like static websites! Easy to
develop and optimize multilingual content options include:
•  Blog posts
•  Press releases
•  Case studies

International and Multilingual Social
Media Marketing

[Social Media Marketing] Do You Love It?

[Data] Measure, Analyze and Improve
“If you can’t measure it, you can’t improve it” – Peter Drucker.

[Measure Your Data] Tools

[Reporting] What and How to Track Data

[Thank You] Improve Your ROI With International and Multilingual SEO (ISEO)
Péter Faragó
Co-founder and CEO of Easyling
www.easyling.com
www.twitter.com/easyling_com
Chris Raulf
Founder of Boulder SEO Marketing
www.boulderseomarketing.com
www.twitter.com/swisschris
Wednesday, May 24, 2017
Thank You! Questions?

Improve Your ROI With International SEO (ISEO)

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