International SEO for eCommerce - David from Trustyourbrand

International SEO for Ecommerce Stores

David García RuizSEO and Website Translation Services

www.trustyourbrand.co.uk

• What is it?

SEO: Search Engine Optimization

• On page keyword usage• Authority of the domain• Links to the page• Traffic• Meta Information• ….

SEO: Search Engine Optimization• Why is it important?

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Activity

• Look at these objects – • What do YOU call it• What do you think others might call it?• Think about those who:

• Make it, the distributors, the retailers• Buy it or use it, professionally or otherwise• Different groups, cultures, etc.

Activity

jarstorage jarpreserving jarglass jarkitchen storagestorage potjam jarkilner jarglass storagejar for preservesdecorative jar

Activity

lamplightreading lampreading lightdesk lamp/light work lamp/light study lamp/light anglepoise lampadjustable lamp/lightlightingportable lightingspotlight

Activity

Content (including keywords) is King

Online sales of ecommerce in 2015•Europe £156 Billion •North America $349 Billion

SEO in other countries?

• 1) Languages• 2) Keyword Research• 3) Meta Tags• 4) Domain Name• 5) Hosting Locally• 6) Links

International SEO

• 70% of consumers prefer to buy from a website available in their native language

• Google Translate• Professional Translator

1) Languages

???????Tarro kilner???

1) Languages

Sales per shopper Sales per shopper

2014 2015UK £1,071 £1,174Germany £890 £1,023France £767 £847Spain £458 £499Italy £444 £485Netherlands £613 £663Sweden £539 £588

1) Languages: What Language?

• Naming and describing products• Customer focus• Customer types - segmentation• Developing personas

2) Keyword Research

best skin care products 8100

skin care products 8100

how to get clear skin 6600

vitamins for skin 3600

vitamin c for skin 2900

vitamin e for skin 2400

natural skin care products 2400

natural vitamins 1900

best skincare products 1600

skin vitamins 1300

best vitamins for skin 1300

vitamin for skin 1300

what vitamins are good for skin 1300

Average Monthly Search

manchas en la piel blemishes in the skin 5400

manteca de karité shea butter 3600

vitamina c para la cara vitamin c for face 1000

piel seca dry skin 880

2) Keyword Research

• Meta Title and Meta Descriptions• Detect language (Bing)• Findability in target county• Rank factor

3) Meta Tags

• Country-specific top level domains (ccTLD)• www.example.fr

• Location for search engines• Trust for visitors• Expensive to maintain

• Subdomains: gTLD (Generic Top Level Domains)• fr.example.com

• IP for each subdomain• Hosted from different server locations

• Sub-Directories• www.example.com/fr

• Capitalise more on any incoming links (authority)• Easy and less expensive

4) Domain name

• Speed up loading times (save time)• Trust for visitors (office@trustyourbrand.es)• Google ranking factor• Google does NOT rely on the server location alone• Other Local Ranking Signals

• Click-Through Rate from Search Results• Customer reviews and ratings

5) Hosting Locally

6) Links

• How?• Sharing of content on social media (Facebook and Twitter) which

may lead to increased linking• Local Chamber of Commerce, Digital Newspapers• Local Clients

• Content links for your specific country sites from other sites in the same country

Questions

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Get More TipsSEO and Keyword Research Tips on Twitter:

@TrustYourBrand

www.trustyourbrand.co.uk