Presentation given at #OMCap Berlin about the most fundamental aspects to take into consideration when doing International SEO

1. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 1
aleyda solis / international seo / seer interactive
LET’S GO ABROAD:
3 ASPECTS TO ACHIEVE LONG-TERM
INTERNATIONAL SEO SUCCESS

2. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 2
achieve international seo success by @aleyda
1. AVOID LANGUAGE & COUNTRY
SEARCH ALIGNMENT ISSUES

3. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 3
achieve international seo success by @aleyda
FUNDAMENTALS ARE A MUST BUT NOT ENOUGH TO
AVOID INTERNATIONAL SEARCH ALIGNMENT ISSUES

4. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 4
achieve international seo success by @aleyda
Spain, Colombian & Argentinian domains
ranking in Mexican search results FOR A
COMPETITIVE GENERIC QUERY searched from
mexico
WEB
CANNIBALIZATION

5. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 5
achieve international seo success by @aleyda
US & Spain version ranking in Mexican search
results for A branded query
NON RELEVANT
RESULTS

6. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz
achieve international seo success by @aleyda
DON’T MISS YOUR INTERNATIONAL SEARCH FOCUS

7. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 7
achieve international seo success by @aleyda
CHECK ANY misalignment with Analytics &
Webmaster Tools data

8. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 8
achieve international seo success by @aleyda
Take a look at your competitors
misalignment with SearchMetrics & SEMRush

9. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 9
achieve international seo success by @aleyda
INCLUDE HREFLANG ANNOTATIONS SPECIFYING YOUR
PAGES LANGUAGE & COUNTRY TARGETING

10. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 10
achieve international seo success by @aleyda
remember that it’s ok to use self-referring
canonicals
www.yourbrand.co.uk
www.yourbrand.de
<link rel="canonical" href="http://www.yourbrand.co.uk" />
<link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” />
<link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” />
<link rel="canonical" href="http://www.yourbrand.de" />
<link rel=”alternate” href=”http://www.yourbrand.de” hreflang=”de-de” />
<link rel=”alternate” href=”http://www.yourbrand.co.uk” hreflang=”en-gb” />

11. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 11
achieve international seo success by @aleyda
MAKE SURE YOU USE THE RIGHT LANGUAGE & COUNTRY
SPECIFICATION TO DO IT THOUGH...

12. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 12
achieve international seo success by @aleyda
Use the hreflang tag generator tool TO
EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS

13. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 13
achieve international seo success by @aleyda
Use the hreflang tag generator tool TO
EFFECTIVELY GENERATE YOUR HREFLANG ANNOTATIONS
http://www.internationalseomap.com/hreflang-tags-generator/

14. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 14
achieve international seo success by @aleyda
USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO
GENERATE AN XML SITEMAP INCLUDING HREFLANG
ANNOTATIONS

15. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 15
achieve international seo success by @aleyda
USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO
GENERATE AN XML SITEMAP INCLUDING HREFLANG
ANNOTATIONS
http://www.themediaflow.com/resources/tools/href-lang-tool/

16. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 16
achieve international seo success by @aleyda
VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH
DEJANSEO HREFLANG VALIDATOR

17. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 17
achieve international seo success by @aleyda
VALIDATE THE INCLUDED HREFLANG ANNOTATIONS WITH
DEJANSEO HREFLANG VALIDATOR
http://flang.dejanseo.com.au/

18. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 18
achieve international seo success by @aleyda
IF YOU’RE COUNTRY TARGETING AND NOT
USING A CCTLD: GEOTARGET WITH
WEBMASTER TOOLS

19. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 19
achieve international seo success by @aleyda
If you REDIRECT OR use interstitials to TAKE YOUR
USERS TO A MORE RELEVANT COUNTRY OR LANGUAGE
VERSION -BASED ON THE IP OR BROWSER LANGUAGE-
make sure the site content is still CRAWLABLE

20. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 20
achieve international seo success by @aleyda
It’s more user friendly to suggest: Don’t
take YOUR users where they haven’t asked
to go

21. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 21
achieve international seo success by @aleyda
if you’re language targeting don’t feature
flags on the options: remember you’re
targeting the language not the country

22. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 22
achieve international seo success by @aleyda
2. AVOID AUTOMATIC & LITERAL
TRANSLATIONS

23. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 23
achieve international seo success by @aleyda
don’t rely in automatic translators for
decisive activities on your international seo
project: keyword research, content
development & optimization, outreach

24. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 24
achieve international seo success by @aleyda
DON’T RELY ON GOOGLE MARKET FINDER: IT’S NOT
ALWAYS ACCURATE ON TRANSLATIONS SINCE IT USES
GOOGLE TRANSLATE

25. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 25
achieve international seo success by @aleyda
AVOID GETTING LOST IN TRANSLATION

26. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz
achieve international seo success by @aleyda
take as a reference the terms & keywords
already used by the top industry competitor
in each country & language. you can use
searchmetrics or semrush.

27. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz
achieve international seo success by @aleyda
have native language support (from native
translators to interns) to do language
RELATED activities.

28. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 28
achieve international seo success by @aleyda
Localize all of the different web areas of
each of your pages: from urls, titles, prices,
currency, DELIVERY OPTIONS, offers... and even
branding & design

29. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 29
achieve international seo success by @aleyda
REMEMBER THAT YOUR INTERNATIONAL AUDIENCE
EXPECT TO SEE COMMENTS AND GET SUPPORT IN
THEIR OWN LANGUAGE

30. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 30
achieve international seo success by @aleyda
3. become an authority in your
international markets

31. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 31
achieve international seo success by @aleyda
AT THE START YOU’LL BE THE “NEW PLAYER”. YOU
NEED TO BUILT YOUR REPUTATION... AND LINKS?

32. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 32
achieve international seo success by @aleyda
LEARN TO CONNECT WITH YOUR AUDIENCE
AND GROW YOUR INTERNATIONAL VISIBILITY

33. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 33
achieve international seo success by @aleyda
USE THE CONSUMER BAROMETER & TNS DIGITAL
LIFE TO BETTER UNDERSTAND YOUR international
audience behaviour

34. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 34
achieve international seo success by @aleyda
identify the most popular content, formats
and networks of your international
competitors so you understand your
potential visitors preferences. use social
crawlytics and majesticseo.

35. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 35
achieve international seo success by @aleyda
USE similarweb to identify the most relevant
media, blogs and sites in your targeted
country and establish collaboration with
them

36. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 36
achieve international seo success by @aleyda
USE google trends and hot searches to
identify seasonal & popular topics to
leverage from each country

37. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 37
achieve international seo success by @aleyda
USE followerwonk, topsy & twitterfall to
identify local industry influencers in social
networks

38. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 38
achieve international seo success by @aleyda
Don’t get lost: Remember is about
connecting AND GROWING with your
international audience

39. OMCap
Berlin
2013
-­‐
Online
Marke3ng
Konferenz 39
DANKE :) do you have questions?
aleyda solis / international seo / seer interactive