How to optimize your content in an international / Multilingual SEO process? Take a look at the criteria to take into consideration and tips to maximize results.
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Cost Effective Multilingual Content Optimization Process
1. #internationalseocontent at #frasewebinar by @aleyda
Cost Effective
Multilingual
Content
Optimization in
an International
SEO Process
#internationalseocontent at #frasewebinar by @aleyda
2. #internationalseocontent at #frasewebinar by @aleyda
Although many might
think about hreflang
whenever someone
mentions International
SEO due to its technical
complexity…
3. #internationalseocontent at #frasewebinar by @aleyda
The reality is that
in many scenarios
international
Websites don’t
even need or only
need to add
hreflang in some
few pages…
5. #internationalseocontent at #frasewebinar by @aleyda
Nonetheless, what’s
critical for any
multilingual international
Website doing SEO is for
the Website to feature
well optimized localized
content for every
targeted market
To be able to
rank for actual
relevant popular
queries that are
searched by your
users per market
To provide the
best Web
experience to your
visitors, establishing
trust in their own
language
To maximize
the sales of your
products/services by
communicating in the
language of your
audience
6. #internationalseocontent at #frasewebinar by @aleyda
You’re leaving huge
money on the table if
you just have an
“English” version for
non-native English
speaking markets, as
you won’t be able to
rank for the actual
popular queries
searched by users..
7. #internationalseocontent at #frasewebinar by @aleyda
https://www.shopify.com/enterprise/international-ecommerce-issues
… and because the
audience of these non-
English speaking
countries will rarely buy
if the offering of the site
is not in their own
language
11. #internationalseocontent at #frasewebinar by @aleyda
Your content optimization process that looks
something like this for a single market…
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Optimization
Content
Measurement
Content
Distribution
& Promotion
Content
Calendar
Business products/
services/areas
Characteristics/
Features/
Constraints
Business /
Marketing / SEO
Process Goals
Requirements & Goals
SEO, CONTENT MARKETER & COPYWRITER
12. #internationalseocontent at #frasewebinar by @aleyda
…will look like this for 2 markets, and become more
complex+resource intensive with each market
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 1: USA IN ENGLISH
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 2: SPANISH FOR SPAIN
Business products/services/areas Characteristics/
Features/ Constraints
Business / Marketing / SEO Process Goals
ALIGN
…
Requirements & Goals
NATIVE USA ENGLISH SPEAKING SEO, CONTENT MARKETER & COPYWRITER NATIVE SPANISH FROM SPAIN SEO, CONTENT MARKETER & COPYWRITER
13. #internationalseocontent at #frasewebinar by @aleyda
Experienced
International SEOs
know about this
and answer
accordingly when I
ask about the most
challenging activity
of an International
SEO Process
15. #internationalseocontent at #frasewebinar by @aleyda
Let’s go through a few tips to maximize the chances
of international content optimization success
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale
16. #internationalseocontent at #frasewebinar by @aleyda
1. Prioritizing markets with search
potential that compensate content
optimization efforts
#internationalseocontent at #frasewebinar by @aleyda
18. #internationalseocontent at #frasewebinar by @aleyda
… and avoid this common
issue! You shouldn’t start
with dozens or hundreds
of markets without
validating if there’s
enough search demand
for a positive ROI that
will compensate the
effort for its localization
“It’s not viable for me to
localize content for the dozens
of markets I target because of
lack of resources and I end up
with content duplication/
cannibalization issues and not
rankings well”
Too Many International Sites
20. #internationalseocontent at #frasewebinar by @aleyda
Leverage the “in bulk” topic search volumefunctionality
of keywords tool to easily assess each market TAM
+ + …
SEMRUSH
22. #internationalseocontent at #frasewebinar by @aleyda
COUNTRY AND
LANGUAGE
CURRENT ORGANIC
SEARCH TRAFFIC
SEARCH
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE
USED
CAPACITY TO
PERFORM
BUSINESS
OTHER
TRAFFIC
DRIVERS
Canada in
English
300 per month High
200,000 searches per
month
Positive Google High Affiliate
USA in English 500 per month Medium
300,000 searches per
month
Negative Google Medium
Social
Affiliate
USA in Spanish 200 per month Medium
200,000 searches per
month
Positive Google Low
Social
Affiliate
Align this with your own multilingual and international
operations capacity and other traffic drivers
23. #internationalseocontent at #frasewebinar by @aleyda
Yes No
Yes No
IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS?
COUNTRY TARGETING LANGUAGE TARGETING
IS THERE ENOUGH TRAFFIC &
CONVERSIONS TO TARGET EACH COUNTRY?
Identify if you should whether language
or country target first
24. #internationalseocontent at #frasewebinar by @aleyda
Remember that this should be about your own business
model, organization resources and priorities too
COUNTRY TARGET LANGUAGE TARGET
25. #internationalseocontent at #frasewebinar by @aleyda
Verify if there’s enough organic search traffic
to compensate your Web activity
https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
26. #internationalseocontent at #frasewebinar by @aleyda
>
Yes No
Might be too early
BUY & SECURE
YOUR CCTLDS
FOR FUTURE
ACTIVITY
CREATE
CUSTOM
ALERTS
CREATE A PILOT
PROJECT
PRIORITIZING
MAIN PAGES
YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN
CONTINUE WITH THE
INTERNATIONAL WEB &
SEO PROJECT
Now you can decide which international
search markets to target first or prioritize
27. #internationalseocontent at #frasewebinar by @aleyda
2. Following an iterative/incremental
approach for localization process
#internationalseocontent at #frasewebinar by @aleyda
28. #internationalseocontent at #frasewebinar by @aleyda
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
The goal is to
localize the
different areas of
content of each
of your site
versions,
targeting each
market: from
URL to
Navigation,
Buttons, slogans,
metadata, main
descriptions, etc.
URL
Title and Meta Description
Headings
Navigation
Navigation
Slogan
29. #internationalseocontent at #frasewebinar by @aleyda
There are different “maturity” levels of international
content optimization, which you can use progressively
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
30. #internationalseocontent at #frasewebinar by @aleyda
Market Search Behavior Analysis by a native SEO/Marketer or along native input/support
Prioritizing your content localization/optimization
phase to maximize your resources impact
Phase 1
All site pages
before launch
Phase 2
Main Pages
(home,
categories,
brands,
products)
Automated translation via
plugin/app
Native human validation of the automated
translation using market search behavior
Rest of the Site
Pages
Relevant pages
per country/
language
Phase 3
On demand efforts for
localization/
transcreation
32. #internationalseocontent at #frasewebinar by @aleyda
These also offer integration with CAT translation tools
to accelerate the professional translation process
https://www.deepl.com/pro-tool_integration.html
33. #internationalseocontent at #frasewebinar by @aleyda
Plus offering integration via apps/plugins for the
different platforms
https://apps.shopify.com/collections/apps-for-store-languages
34. #internationalseocontent at #frasewebinar by @aleyda
For example, in Shopify, Translation Lab offers direct
automated translation…
https://apps.shopify.com/collections/apps-for-store-languages
35. #internationalseocontent at #frasewebinar by @aleyda
Something similar happens with translation plugins in
WP/Woocommerce that also allow manual translation
Polylang & WPML
37. #internationalseocontent at #frasewebinar by @aleyda
The most
powerful
solutions like
DeepL also offer
APIs that
facilitate the
integration with
translation
plugins in
popular CMS
https://wordpress.org/plugins/wpdeepl/
39. #internationalseocontent at #frasewebinar by @aleyda
3. Leveraging frameworks, templates
and tools for Multilingual Keyword
Research & Content Optimization at
Scale
#internationalseocontent at #frasewebinar by @aleyda
41. #internationalseocontent at #frasewebinar by @aleyda
Thanks to tools
like Frase you
can now easily
identify the
different queries
variations for
each market
through the
search journey
43. #internationalseocontent at #frasewebinar by @aleyda
<Characteristic> <Main Keyword> in <Location>:
+<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en <Ubicación>:
+<No. de Products> por <Marca>
Titles in English Titles in Spanish
Use it along the data obtained with keyword tools to
establish patterns to follow in each language/market
45. #internationalseocontent at #frasewebinar by @aleyda
Optimizing your International Content can be cost
effective and fast, if you follow these guidelines!
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale
46. #internationalseocontent at #frasewebinar by @aleyda
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
Thank you! Questions?