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International SEO strategies for link building by Benj Arriola, Internet Marketing Inc.presented at Search Marketing Expo (SMX) Toronto, Ontario, Canada on March 20-21, 2013
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Backlink Factor Metrics
Quantity Quality
Quantity Quality
Backlink Factor MetricsQuantity
Google Webmaster ToolsBing Webmaster ToolsSearch Engine “link:” commandMajesticSEOOpenSiteExploreraHrefsSistrixLink Research ToolsSEMRush
Unmeasurable Dimension: Relevancy
Quality (Power)Google PageRank# of Backlinks of the BacklinkTotal Backlinks of the DomainKeyword FocusedMajestic ACRankFollow or No FollowHosting CountrySite Wide vs. Single PageCemper PowerTM
Quality (Authority & Trust)TrustRankGoogle IndexedSEOMoz Page AuthoritySEOMoz Domain AuthorityIP DiversityAnchor Text DiversityDeep LinkingDomain AgeDomain Name Extensions
.gov/.edu/.orgccTLD
Cemper TrustTM
Link source quality & relevancy is important in international SEO.• Country location of the site
• ccTLD• IP Address• Neighborhood• Local Submission &
Citations• Authorship
• Language of website
You can change
You can't change
You can in-fluence
Potential Link Sources
Entire Backlink Market
Late 90’s, early 2000’s 2000’s to Pre-Panda & Penguin
Post-Panda & Penguin
You can change
You can't change
You can in-fluence
Potential Link Sources
You can change
You can't change
You can in-fluence
Potential Link Sources
Bad Good
You have strong control. You make it relevant.
You have little control. Hopefully it is relevant.
You can change
You can't change
You can in-fluence
Potential Link Sources
Late 90’s, early 2000’s 2000’s to Pre-Panda & Penguin
You can change
You can't change
You can in-fluence
Potential Link Sources
You have strong control. You make it relevant.
Entire Backlink Market
Post-Panda & Penguin
You can change
You can't change
You can in-fluence
Potential Link Sources
Bad Good
You have little control. Hopefully it is relevant.
You caninfluence
Locally Relevant
International SEO targets a smaller subset that are more
locally relevant sites.
Unmeasurable Dimension: Relevancy
Quality (Power)Google PageRank# of Backlinks of the BacklinkTotal Backlinks of the DomainKeyword FocusedMajestic ACRankFollow or No FollowHosting CountrySite Wide vs. Single PageCemper PowerTM
Quality (Authority & Trust)TrustRankGoogle IndexedSEOMoz Page AuthoritySEOMoz Domain AuthorityIP DiversityAnchor Text DiversityDeep LinkingDomain AgeDomain Name Extensions
.gov/.edu/.orgccTLD
Cemper TrustTM
Link source quality & relevancy is important in international SEO.• Country location of the site
• ccTLD• IP Address• Neighborhood• Local Submission &
Citations• Authorship
• Language of website
Backlink Factor MetricsLink source quality & relevancy is important in international SEO.• Country location of the site
• ccTLD• IP Address• Neighborhood• Local Submission &
Citations• Authorship
• Language of website
Goal for International SEO• Influence sites to link from locally relevant content• Get someone local to help out
• Knows the culture• Knows the language
Using the local language is not just for raking in translated keywords,but to influence the local audience to link to you.
Link Building TrendsOld School Link Building
SubmissionsDirectoriesArticles
ContentBlog Networks
InteractionsBlog CommentsForum PostWiki Entries
Themes / TemplateLink Buying
Link Building TodayContent Marketingaka Inbound Marketingaka Viral Marketingaka Link Baiting
Quality ContentPromotion
Guest Blogging
International Link Building
Quality ContentLocalizeLanguage
PromotionLocal Channels
Guest BloggingLocal Blogs
Content Translation
LiteralSource text is translated into the nearest equivalent of the
target language.
Modified LiteralTranslation follows the grammatical
rules of the target language, but is still literal. If used wrong, it may fail to
correctly express the meaning of the source text.
IdiomaticPreserves the meaning of the source
text and expresses it in a natural way in the target language.
Unduly freeTranslation is too "loose" and
strays from the meaning of the source text.
Localized Quality ContentEnvironmentalUncontrollable
Elements
Foreign Environment
Uncontrollable
Domestic Environment
Uncontrollable
Content Marketed
Controllable
Topic, Target Niche, Keywords
Political Forces, Legal Forces, Economic Forces, Competition
Political Forces, Legal Forces, Economic Forces, Competition, Level of Technology,
Geography, Culture
Country Situation
International Marketing BlundersPepsi
US: Pepsi brings you back to life.China:
Come alive out of the grave with Pepsi.Pepsi will bring your ancestors back from the dead.Bring dead ancestors back from heaven.
International Marketing BlundersClairol
US: Mist StickGermany: Mist is a slang term for manure!
ElectroluxScandinavian Manufacturer of Vacuum CleanerUS printed brochures: Nothing sucks like an Electrolux!
Great Content that is Shareable
Content PromotionTarget Local Audience
Research the influencers in the local area
BuzzstreamGroupHigh
Paid PromotionsFacebook AdsFacebook Promoted PostLinkedIn AdsPromoted TweetsStumbleUpon Paid DiscoveryReddit Ads
Client: Construction Industry
US53%
DE24%
IT18%
SG6%
Links by Country
Client: Construction Industry
MX91%
US9%
Links by Country
SummaryMultinational/multilingual websites need links coming from their respective countries.Content Marketing
Content Writer/Editor should know the:Local languageLocal cultureCurrent situation of the country
Reach out to sites within the targeted local area.Blogger Outreach and Guest BloggingBuzzStream, GroupHigh
Paid PostFB Ads, FB Promoted Post, LinkedIn Ads, Promoted Tweets, StumbleUpon Paid Discovery, Reddit Ads
Benj Arriola@benjarriolaSEO Director – Internet Marketing Inc.
Thanks to:Jordan BoshersSEO Project Manager – Internet Marketing Inc.http://www.linkedin.com/in/jordanboshersThanks for sending over some last minute data for screenshots.
Thank You!