International SEO & The Future of your ROI at #MozCon by @aleyda

05/07/2013#MozCon

Aleyda Solis / @aleyda / International SEO / SEER Interactive

International SEO & The Future of your ROI

05/07/2013#MozCon

today is a fantastic day

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It’s the most amazing day of my life as an SEO specialist.

the best day of this seo specialist’s life

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+400% organic search revenue

Wohoooooo!

he has achieved the best results ever

for his most important client

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This is an seo dream come true,

an amazing success story

Top rankings, highest organic search traffic, conversions and revenue in history.

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What will his client & boss do?

You’re awesome!

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Give him a raise?

Yay! After so much time a raise would be awesome.

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Some paid paid vacations?

Like at Moz! How cool would that be?

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A promotion?

Oh! A bit excessive but I could get used to this.

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raise your hand...

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What do you think he will get?

Raise Vacation Promotion

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NONE OF THEM

Raise Vacation Promotion

What do you think he will get?

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They challenge him to get

more

More? But I already achieved all there

was to get here!

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They challenge him to get

more

ABROAD

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His client ask him to go

INTERNATIONAL

There’s much more abroad.

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But how to do International SEO?

I have no f*cking idea!

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Start by taking your seo explorer hat

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and getting ready for an seo adventure

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Let’s follow the

International SEO

Map in the Quest for your ROI

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identify your international seo potential

1

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Validate your company characteristics from an

international perspective.


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Your international business & operations

Validate your company characteristics from an

international perspective.

Geography,cultural

& Language Factors

Pricing & Currency Factors

Web Goal

BusinessModel

Company Operations

Web Content & Development

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Take into consideration your current site

International activity.

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Your international traffic status

Country&

Language

Volume&

Trend

Keywords&

Pages

Traffic Sources

Visits, Conversions

& Conversion

Rate

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Use Google Analytics Country and

Language Reports

Your international traffic status

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Identify your site current international

search visibility.

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Your international search visibility status

Country

Volume&

Trend Queries&

Pages


search visibility.

Impressions, Clicks &

CTR

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Your international search visibility status


search visibility.

Use Google Webmaster Tools Search Queries Report

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Research your international industry

search activity.

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search activity.

Country&

Language

SearchVolume, Trend & Seasonality

KeywordsSearch Engines Devices

Competitors

Your international industry search activity

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search activity.

Keyword Analysis

Use these tools, including those from the most popular search engines in the targeted country

Your international industry search activity

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search activity.

Beware of differences with the same language among countriesYour international industry search activity

American English

British English

“Search Engine Optimization”

“Search Engine Optimisation”

“User behavior” “User behaviour”

“I’m going to check my diary”

“I’m going to check my agenda”

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search activity.

Get Native support to help you along the SEO projectYour international industry search activity

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Company Characteristics

from an international perspective

Current site

international activity

Current international

search visibility International

industry search activity

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Calculate for each international market

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=

Original calculations by @seohimanshuhttp://www.seotakeaways.com/roi-calculations-seo/

http://www.seotakeaways.com/roi-calculations-seo/

http://www.seotakeaways.com/roi-calculations-seo/

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Is your International SEO Project viable?

>Your International SEO potential

Visits & Conversionsfor a break-even

Yes No

Continue with the international Web &

SEO project.

Might be too early

Buy & secure your ccTLDs for

future activity

For most important countries

Create custom alerts

in Google Analytics

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Target your international search audience

2

1

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Is location a factor that influence your Web operations?

Yes No

Are there enough traffic & conversions to target each country?

Language Targeting

Yes No

Country Targeting

You can start with

Set your International Target: Country vs. Language.

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Understand your International Audience

behavior and characteristics.

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Demographiccharacteristics

Culturalfactors

Online & buying

preferences

Identify your audience profile

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Identify your audience profileUse tools & studies like these

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Research your International Competitors.

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Your Competitors Behavior & characteristics

Most popular

products & content

Unique selling

proposition

Weaknesses &

Strengths

Other marketing activities

Online community

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Your competitors behavior & characteristics

Use these tools

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Now you can set the best SEO strategy, the keywords & pages to promote and define goals to target

for each International market.International

audience behavior

International competitors

characteristics

Initial seo potential research

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Develop an internationally optimized site

31

2

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Make your International content crawlable & indexable

with its own Web structure.

Don’t use cookies or scripts to show your international content through the same URLs


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If you’re country targeting: Enable a specific Web structure for each country.

ccTLDs

www.yourbrand.es

www.yourbrand.es/categoria-a/

Sub-directories

www.yourbrand.com/es-es/

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

Sub-domains

es-es.yourbrand.com/

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

http://www.yourbrand.co.uk












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ccTLDs* Best alternative to geolocate* Require more technical resources* Require more efforts to grow popularity

Sub-directories

Sub-domains

* Require less technical resources* Require less efforts to grow popularity

* Require more technical resources* Require more efforts to grow popularity


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ccTLDs for Country Targeting


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Sub-directories for Country Targeting


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Sub-directories

www.yourbrand.com/es/

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

Sub-domains

es.yourbrand.com/

es.yourbrand.com/categoria-a/

If you’re language targeting: Enable a specific Web structure for each

language.









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Sub-directories* Require less technical resources* Require less efforts to grow popularity* Deeper url structure

* Require more technical resources* Require more efforts to grow popularity* shorter URL structure

Sub-domains


language.

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Sub-directories for language targeting

No Flags! Remember you’re not targeting countries but languages


language.

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Sub-domains for language targeting


language.

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3

4

12

5

6

Localize / translate your complete International Website Experience: From branding to URLs!

7

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12

3

4

7

Title & Meta Description

URLs

Phone, delivery info, currency

Menu & navigation elements

5 Headings

Price

6 Images


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8

9


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8

9

Reviews

Products information & descriptions


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Get native help to avoid translation mistakes and make your Web attractive for the targeted market


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Internationalized domain names can be tricky to handle: It’s better to transliterate domain names & URLs

for non-ASCII characters


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And remember to not leave urls in English


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Make your International Web versions easily findable featuring a visible & crawlable menu...

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And by suggesting your International versions when they’re relevant, not automatically redirecting users.

Don’t take your users where they haven’t asked to go, give them the alternative to choose

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Indicate your pages language and country targeting through hreflang annotations.

Google Specification: http://bit.ly/googlehreflang

Include the hreflang annotations in the code

http://bit.ly/binglang


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Include the hreflang annotations in your XML Sitemaps too.

Media Flow hreflang tool: http://bit.ly/hreflangsitemap

Include the hreflang annotations in the XML Sitemap



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You can also specify the “content-language” meta tag or html “lang”, used by Bing.

Bing Specification: http://bit.ly/binglang



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If you’re country targeting and using a gTLD, use search engines

Webmaster Tools geolocation feature.

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Now that you have a user friendly and optimized International Web presence, you can build its popularity.

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Grow your International Search Popularity

4

31

2

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Research & understand your international competitors link building strategies, sources and the existing popularity gap.

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Link Volume, Sources & types

Linked Content

Link quality vs. Quantity

Linktrend over

timeSocial

Activity & profile

International link popularity analysis

Competition is usually lower than in the US.


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SocialCrawlytics

Use these tools


International link popularity analysis

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Do the same with your international audience profile, behavior and characteristics to be able to connect with it.

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International audience analysis

Favorite content topics & formats

Most popular social

networks

Favorite media &

blogs

Industry influencers


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International audience analysis

Use these tools

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Based on the previous findings, create & promote useful and easy to consume assets to connect and build popularity among your International audience.

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Always have native support & validation for strategy & outreach

Learn toleverage

Local sites& cultural

factors

Build a relationship

with local influencers &

Media

Track the response

behavior in different countries

Develop an international link building campaignIdentify

what works better in each

country to scale

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Develop an international link building campaign

Use these tools

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Remember that is also about aligning and optimizing your company’s current product, content, marketing and even, operations activities to

connect with your international audience.

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Remember that is also about aligning and optimizing your company’s current product, content, promotional and even, operations activities to

connect with your international audience.


Take a look at this example from a job advertisement in Spain

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Win the popularity race against your competitors by learning quick to connect with your audience, optimizing and being constant with your link building actions to become an authority in your international industries.

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Measure your international SEO activity

5

4

31

2

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Track each of your International Web versions and search presence independently: From

Webmaster Tools to rankings and Web analytics.

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Track each of your International Web versions and search presence independently: From

Webmaster Tools to rankings and Web analytics.

Measure your international Web & search presence

Enable profiles for

sub-directories & sub-domains

in Google Analytics

Create independent

properties for each

cctld

Set each Web version in

Webmaster tools & rank

tracking software for the relevant search engine

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Gather, segment and analyze the relevant metrics to understand each of your International Websites search visibility, performance and visitors behavior to make

decisions.

Segment & analyze

Keywords & Pages Rankings,

visits, conversions, average conversion value & conversion

rate

For each international Web version

Language, location, Device &

Sources of traffic

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Pay special attention


Currency settings

Cross-domain tracking Country &

Language traffic

alignment


decisions.

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Use these tools



decisions.

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These are just the fundamental aspects! Web analytics for International Websites is a world of its own.

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Take a look at these international Web analytics presentations

bit.ly/intwebanalytics-david bit.ly/intwebanalytics-ani

These are just the fundamental aspects! Web analytics for International Websites is a world of its own.

http://bit.ly/intwebanalytics-david




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Now you know the status of your organic search visibility, visits, conversions and your customers

response to your efforts ... But what’s your International SEO ROI?


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Check your international SEO ROI

5

4

31

2

6

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Number of conversions ROI

by number of

conversionsInternational SEO project cost

=

ROIby number

of visits =

or

Average conversion

value*( )- International SEO project cost[ ]

Average conversion

rate

International SEO project cost

Average conversion

value*( )

- international seo project cost[ ]Visits *

You can calculate your International SEO ROI with

this formula...You can do it in two different ways

05/07/2013#MozCon


You can do it in two different ways

Number of conversions ROI

by number of

conversionsInternational SEO project cost

=

ROIby number

of visits =

or

Average conversion

value*( )- International SEO project cost[ ]

Average conversion

rate

International SEO project cost

Average conversion

value*( )

- international seo project cost[ ]Visits *

You can calculate your International SEO ROI with

this formula...

meh,

too

complicated!

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Or use the International SEO ROI Calculator! Exclusively built for #MozCon

http://bit.ly/seoroi-calculator



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With this information, you’ll be able to assess your International SEO activities and make the

most out of your International Websites.

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5

4

31

2

measure

promote

optimize

Identify

Target

benefit

x6

Let’s review the international SEO ROI map

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5

4

31

2

measure

promote

optimize

Identify

Target


benefit

x6

Now you know the path to develop a successful International SEO

Process and grow your ROI.

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5

4

31

2

measure

promote

optimize

Identify

Target


This is so great, thanks. My client will be impressed. I’m going to start right away.

benefit

x6

...and the awesome #MozCon audience can now start with it too.

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You can also be International SEO adventurers!

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Just one more thing to make your International SEO adventure easier...

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The

INTERNATIONAL

SEO MAP

www.internationalseomap.com

with the ROI Calculator

Here’s the map also published on a Website so you never get lost.

http://www.international






http://www.internationalseomap.com




#MozCon

Got International SEO Questions?

Aleyda Solis / @aleyda / International SEO / SEER Interactive

05/07/2013#MozCon

Images Credits

http://www.flickr.com/photos/hoyvinmayvin/http://www.flickr.com/photos/pedrovezini/

http://www.flickr.com/photos/gin_soak/http://www.flickr.com/photos/alpower/, http://www.flickr.com/photos/donsolo/http://www.flickr.com/photos/st3f4n/,

http://www.flickr.com/photos/fotodipablo/http://www.flickr.com/photos/kalexanderson/,

http://www.flickr.com/photos/rob-young/http://www.flickr.com/photos/puuikibeach/,

http://www.flickr.com/photos/kwl/http://www.flickr.com/photos/80497449@N04/

http://www.flickr.com/photos/tim_norris/http://www.flickr.com/photos/photomequickbooth/

http://www.flickr.com/photos/thekellyscope/http://www.flickr.com/photos/han_shot_first/

http://www.flickr.com/photos/s3a/http://www.flickr.com/photos/joriel/

http://www.flickr.com/photos/rhinoneal/

These photographers are amazing! Thanks for the pictures.

http://www.flickr.com/photos/hoyvinmayvin/


































http://www.flickr.com/photos/joriel/




Self Improvement

International SEO & The Future of your ROI at #MozCon by @aleyda