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The Keystone of Your International Marketing Strategy is SEO
Eli Schwartz, Director of Marketing APAC
ClickZ Singapore October 22, 2015
SurveyMonkey Is the World’s #1 Survey Platform
2
3MSurvey responses are generated daily
17KNew sign-ups daily
90MUnique visitors every month
“SurveyMonkey turns online surveys into a hot business.”
“One of the hottest startupsto watch.”
Non-Profit27%
Personal1%
Education21%
Govt.9%
For-Profit42%
We Have 20+ Million Registered Users of All Types
99% of the Fortune 500
Growth Is on a Global Scale
English
Português
TürkçeItaliano
Français
DanskDeutsch
Nederlands
Norsk Svenska
Suomi
Русский
Русский한국어中文 (繁體 )
Español
Why SEO?
Internet growth around the world
Languages around the world
87%
13% English (Primary & Secondary)
Everything else
Google?
Bing? English is only the 3rd most popular language
Massive disparity = Big opportunity
15x!
Mobile vs Desktop Internet Users
This world doesn’t belong to Facebook
It belongs to Google
Google considers this the future
Most important thing you will ever hear about Google and SEO
It’s all about intent!
US
It’s all about intent!
US
It’s all about intent!
UK
It’s all about intent!
UK
What changed?
This
How does google interpret queries?
How does google interpret queries?
How does google interpret queries?
How does google interpret queries?
How does google interpret queries?
Real world examples
Real world examples
Google is creepy
Google is creepy
Google is creepy
Google is creepy
PSA: Global results you see are not real
Google is local
Results are local
But not necessarily outside of the USA
Indonesian Results in Malaysia
Capitalize on the opportunity
Digitize and Translate Everything
Translations must be in-text
Don’t machine translate
Use Google Translate…Begrudgingly ..
Discover who else is REALLY ranking
…And copy them
…And copy them
…And copy them
Use local signals
No Singapore Shipping
• Keyword density• Exact keyword matches
PluralizationSynonymsPhrase order matching
• Duplicate content
Synonyms don’t matter in English
But they do in German
In the US, Google captures intent
Even within one country we have different ways of referring to the same exact thing
Not so much outside the US
Quebec France
Use the right letters in your keywords
Some international keyword tools
A few more things
Auto-targeting
• Leave an escape option if
the targeting is wrong
• Send users to an an actual
URL – don’t just proxy
content
• Googlebot will always be in
the US
• Ensure there are links for the
bot to find international
content
• ccTLD is the best but not popular• Subdirectory is next best• Avoid subdomains
Domain structure
Links?
Use surveys for quick local content & PR
Any questions?elis@surveymonkey.com Find me on LinkedInTwitter: @5le
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