Establishing a Successful International Web Presence By Andy Atkins-Kruger and Aleyda Solis

#SMX #XXA @SpeakerName

Using Search To Capture A Global Opportunity

SPEAKING IN TONGUES

#SMX #XXA @SpeakerNameUse Impact Visuals Above, Move Presentation Title As Needed

BRIT MARRIED TO AUSTRIAN LIVING IN SITGES CATALONIA SPAIN

#SMX #XXA @andyatkinskruge

Use Impact Visuals Above, Move Presentation Title As Needed

ENGLISH, GERMAN, FRENCH, SPANISH, CATALAN, ITALIAN, RUSSIAN & DUTCH

Who Are We?Team of native specialists ready to impress you with their local

knowledge and to help you grow internationally

Founded in 1997 and have since then been considered THE reference in terms of International Digital Marketing

What’s Unique About Us?Thought Leadership in International Online Marketing

Global Visibility Tool

24/7 Project Tracking

ROI by Region 40+ Languages

We offer 40+ Languages In-House, including 12 Languages in the Account Management Team.

- Brief Stats- What is Culture?- Obvious Cultural Pitfalls- Choosing strategies by Country SEO or Paid

Agenda - Andy

- SEO Strategies- Targeting Countries vs. Languages- Selecting the Best Web Structure for your International Presence- Geo-targeting including HREFLANG- Choosing New Target Countries

Agenda - Aleyda

- Advertising Strategies inc PPC and Retargeting- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally- International Agency Management- Reporting Internally

Agenda - Andy

GOOGLE’S FRONTIER

GROWTH LANDS

CULTURE

“Culture Is TheCollective Programming

of The Mind”

Geert Hofstede

Hofstede’s Cultural Dimensions

Cultural Score Russia

Russia v USA

Russia v China

WEBSITE DANGER ZONES

IRRELEVANT TRANSLATION FORMS

PAYMENT METHODSFACES

Medicare

DEVICE

Source: thepaypers.com

OBVIOUS PITFALLS TO AVOIDSTRATEGY - HOW TO CHOICES

#SMX #XXA @SpeakerNameDifferent Countries - Different Strategies

TITLE SLIDE ALTERNATIVE LAYOUT

SEND IN THE PPC TANKS

#SMX #XXA @SpeakerNameFOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND

LINKS? FIX THE LEAKS!

REDIRECT LOOPS

SLOW PAGES

#SMX #XXA @SpeakerNameFOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND

FOCUS ON FEWER NEW MARKETS

INTER-KEYWORD RELATIONSHIPS

100% 100%100%

EN DE FR CN

% SIMILARITY IN MEANING

100% 100%

EN DE FR CN

20%% SIMILARITY IN MEANING

100% 100%100%

EN DE FR CNTranslation

100% 100%

EN DE FR CN

20%% SIMILARITY IN MEANING

Translation

NEVER EVER EVER, EVER TRANSLATE KEYWORDS

@aleyda#InternationalSEO #12A

Establishing a Successful International Web Presence

SPEAKING IN TONGUES

@aleyda#SMX West @aleyda

Hello #SMXWest

#InternationalSEO #12A

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO

BITLY.COM/LIBROSEOALEYDA

I PublishI Share

I’m Aleyda Solis

I Blog I Speak I’m Featured

I’m Aleyda Solis

I help companies to connect with potential customers all over the world

Expanding & diversifying traffic sources

With a sustainable organic traffic growth

Generating actual customers, conversions & profit from them

Here’s how you can do it too!

Avoid targeting markets that are not profitable Select the best Web structure to target your international markets

Effectively geolocate & localize your Web presence

Avoid targeting markets that are not profitable

Identify which countries & languages are already bringing traffic & conversions

The ones where your competition & industry leaders are already profiting from

https://www.similarweb.com/

Verify which are the countries with more organic search traffic potential in your industry

Check the level of already existing organic search competition there

Align this with your own multilingual & international operations capacity

Other Traffic Drivers

Used Search EnginesCompetitorsAuthority

Audience Search Behavior & interests

Organic Search Traffic Volume & Share

COUNTRY CURRENT ORGANIC SEARCH TRAFFIC

COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND

IN MARKETSEARCH

ENGINE USED SPAM LEVEL

UK 100 per month High 500,000 searches per month Positive Google Low

Spain 50 per month Medium 300,000 searches per month Positive Google Medium

Country & Language Operations Capacity

Verify if there’s enough organic search traffic to compensate a profitable Web activity

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=

Identify if you should language or country target firstIs location a factor that influence your Web operations?

Yes No

Is there enough traffic & conversions to target each country?

Language Targeting

Yes No

Country Targeting

Like they have done

Language TargetingCountry Targeting

Use the International SEO ROI calculatorto facilitate this

http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/

Now you can decide which international search markets to target

>Your International traffic potential Visits & Conversions for a break-even

Yes No

Continue with the international Web & SEO project Might be too early

For most important countries

Buy & secure your ccTLDs for future activityCreate custom alerts

Create a pilot project prioritizing main pages

Select the best Web structure to target your international markets

Avoid using scripts or cookies showing your international Web versions with the same URLs

As well as parameters for your international Web structure

If you’re country targeting, select between ccTLDs, Subdirectories & SubdomainsccTLDs

www.yourbrand.eswww.yourbrand.es/categoria-a/

Sub-directoriesw/ gTLDs www.yourbrand.com/es-es/

www.yourbrand.com/es-es/categoria-a/

Sub-domainsw/ gTLDs es-es.yourbrand.com/

es-es.yourbrand.com/categoria-a/

Each have pros & cons to country target

* Need less technical resources* Need less efforts to grow popularity* More chances to get all versions penalized if something goes bad* Need more efforts to geolocate

* Need more technical resources* Need more efforts to grow popularity* Better than sub-directories to organize larger & more complex sites* Need more efforts to geolocate

* Ideal alternative to geolocate if competition is not too high* Need more technical resources* Need more efforts to grow popularity with a new domain

ccTLDs

Sub-directoriesw/ gTLDs

Sub-domainsw/ gTLDs

If you’re language targeting, select between using subdirectories or subdomains

Sub-directorieswww.yourbrand.com

www.yourbrand.com/es/categoria-a/

Sub-domainses.yourbrand.com/

es.yourbrand.com/categoria-a/

Which also have pros & cons to language target* Need less technical resources* Need less efforts to grow popularity* Generates a deeper url structure* More chances to get all versions penalized if something goes bad

* Need more technical resources* Need more efforts to grow popularity* Generates shorter URL structure which can be better for larger sites

Sub-directories

Sub-domains

It’s key to be consistent though and avoid mixing international Web structures

Take into consideration that Google doesn’t support “continents” to geotarget

Verify which Web structures are used by the top sites in the desired market

13 ccTLDsvs. 7gTLDs

As well as those rankings for the potential top queries in that market

https://serpchecker.com/

7 ccTLDsvs. 2 gTLDs

What’s the authority of those top ranking sites? Can you compete with a new ccTLD?

@aleyda#SMX West

@aleyda

Choose your international Web structure accordinglyWhat’s your international target?

Country Language

Are your top competitors using ccTLDs? Yes

Is the domain authority of your competition higher & a concern?

Use ccTLDs

Use Geolocalized Sub-Directories

YesNo Do you need a flatter & more differentiated URL structure?

Use Sub-Directories

Is the domain authority of your competition higher & a concern?

Use Sub-Domains

Effectively geolocate & localize your Web structure

@aleyda#SMX West #InternationalSEO #12A @aleyda

Avoid ranking with a non-relevant Web version in your international search results

com.au

Not only with country versions, but also language ones that will cannibalize themselvesSearching from Google

Misaligned pages will have worse rankings, CTR, user experience and conversions

This happens with a UK ccTLD

Check if you’re suffering from this already!

Verify which domain extensions are treated as generic by Google to geolocate if needed

https://support.google.com/webmasters/answer/1347922

Register & geolocate in GSC each sub-directory or sub-domain to country target

It’s better to avoid automatic redirects based on the IP location

As you might assume too much and give a negative user experience

Suggest the relevant international version instead

Localize every aspect of your Web content & designURL

Meta DescriptionCurrency

Images

Including the URLs

Get native support to optimize the content using the relevant terms of the target markets

Remember that language might be the same but the terms could be different based on country

Not only the content, but also the design; based on local preferences & culture

In Japan In the UK

Indicate your international targeting with the meta & html lang tag

http://bit.ly/binglang

As well as specifying your pages language and country alternates with hreflang

bit.ly/hreflangannotations

Every page should include its language & country target, and point to its other versions

English for the USDefault

Spanish for the US

English for the UK

brand.com/dogs/

brand.co.uk/dogs/

brand.com/es/perros/

English for the US

Using ISO 639-1 values for languages and ISO 3166-1 for countries

Without changing the canonical tags configuration

You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers

Add them in XML Sitemaps in non-flexible sites with a high number of versions

Add them in HTML in sites with lower number of versions & coding flexibility

Start with only the necessary ones checking traffic misalignment if there are too many

Beware of including incorrect hreflang values

hreflang="en-gb"

Adding a country without a language, which is mandatory

hreflang="pt-br"

hreflang="en-ca"

Not supported

hreflang="es-mx"

hreflang="en-us"#InternationalSEO #12A

Using underscores instead of dashes to separate language & country values

hreflang=“fr-ca”

Forgetting to self-refer by specifying the current URL in the hreflangs

Not referring back at all from one language or country version to another

Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs

It’s critical to avoid these errors so the hreflang tags are not ignored…

Monitor the existence of these issues with the GSC International Targeting report

It specifies the type of error and the number of pages affected

As well as the URLs where these issues have been found

Avoid these issues by generating correct annotations with the Hreflang Generator Tool

bit.ly/generatorhreflang

Generating the XML sitemaps along hreflang tags with the hrefbuilder

hrefbuilder.com

Validate the hreflang implementation using crawlers like Botify that supports it

With OnPage.org that allows to segment each international version issues

Or DeepCrawl that verifies hreflang implemented in XML sitemaps too

If you follow these generation & validation steps you’ll be able to specify them effectively

And grow your international search visibility with effectively geolocalized Web versions

That are also profitable :)

Using Search To Capture A Global Opportunity

SPEAKING IN TONGUES

Part 3

- Advertising Strategies inc PPC and Retargeting- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally- International Agency Management- Reporting Internally

Agenda - Andy

RANKS CAN FOLLOW PPC SPEND

DON’T WASTE THE WATER - IT COSTS

TRANSLATION?

Translation WorkflowsMatter a Great Deal!

Social Media Collection

My Website.fr

Corporate - Translated

Corporate – Translation

Updates Local Team Fresh Marketing Content

Local User Generated

Content (Reviews)

Machine Translated

ContentSEO Content

SEO Content UpdatesInfographics

Average Connection Speed

China Hosting Dilemma• Local hosting improves loading speed

• But it requires ICP license which is complicated

• CDN is not stable compared to local hosting

• Hosting in Hong Kong won’t offer the same speed

LOCAL HOSTING

- Dedicated to working internationally- Have people on THEIR team who speak the language- Transparency- Not a translation agency trying to do search

What to look for in an agency?

- It’s global and it’s complicated- Look for willingness to report each country and each division to each colleague with personalized reporting

Reporting?

#SMX #XXA @SpeakerNameUse Impact Visuals Above, Move Presentation Title As Needed

44 LANGUAGES AND 85 COUNTRIES OF OPERATION - ALL IN-HOUSE

#SMX #XXA @SpeakerNameLEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Establishing a Successful International Web Presence By Andy Atkins-Kruger and Aleyda Solis

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