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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
05/07/2013
#MozCon
It’s the most amazing day of my
life as an SEO specialist.
the best day of this seo specialist’s life
05/07/2013
#MozCon
+400%organic search revenue
Wohoooooo!
he has achieved the best results ever
for his most important client
05/07/2013
#MozCon
This is an seo dream come true,
an amazing success story
Top rankings, highest organic search
traffic, conversions and revenue in history.
05/07/2013
#MozCon
What will his client & boss do?
You’re awesome!
05/07/2013
#MozCon
Give him a raise?
Yay! After so much time a
raise would be awesome.
05/07/2013
#MozCon
Some paid paid vacations?
Like at Moz!
How cool would that be?
05/07/2013
#MozCon
A promotion?
Oh! A bit excessive but
I could get used to this.
05/07/2013
#MozCon
raise your hand...
05/07/2013
#MozCon
What do you think he will get?
Raise Vacation Promotion
05/07/2013
#MozCon
NONE OF THEM
Raise Vacation Promotion
What do you think he will get?
05/07/2013
#MozCon
They challenge him to get
more
More?
But I already achieved all there
was to get here!
05/07/2013
#MozCon
They challenge him to get
more
ABROAD
05/07/2013
#MozCon
His client ask him to go
INTERNATIONAL
There’s much
more abroad.
05/07/2013
#MozCon
But how to do International SEO?
I have no f*cking idea!
05/07/2013
#MozCon
Start by taking your seo explorer hat
05/07/2013
#MozCon
and getting ready for an seo adventure
05/07/2013
#MozCon
Let’s follow the
International SEO
Map in the Quest for your ROI
05/07/2013
#MozCon
identify your international seo potential
1
05/07/2013
#MozCon
Validate your company
characteristics from an
international perspective.
identify your international seo potential
05/07/2013
#MozCon
identify your international seo potential
Your international business & operations
Validate your company
characteristics from an
international perspective.
Geography,
cultural
& Language
Factors
Pricing &
Currency
Factors
Web
Goal
Business
Model
Company
Operations
Web Content &
Development
05/07/2013
#MozCon
identify your international seo potential
Take into consideration
your current site
International activity.
05/07/2013
#MozCon
identify your international seo potential
Take into consideration
your current site
International activity.
Your international traffic status
Country
&
Language
Volume
&
Trend
Keywords
&
Pages
Traffic
Sources
Visits,
Conversions
&
Conversion
Rate
05/07/2013
#MozCon
identify your international seo potential
Take into consideration
your current site
International activity.
Use Google Analytics
Country and
Language Reports
Your international traffic status
05/07/2013
#MozCon
identify your international seo potential
Identify your site
current international
search visibility.
05/07/2013
#MozCon
identify your international seo potential
Your international search visibility status
Country
Volume
&
Trend Queries
&
Pages
Identify your site
current international
search visibility.
Impressions,
Clicks &
CTR
05/07/2013
#MozCon
identify your international seo potential
Your international search visibility status
Identify your site
current international
search visibility.
Use Google Webmaster Tools
Search Queries Report
05/07/2013
#MozCon
identify your international seo potential
Research your
international industry
search activity.
05/07/2013
#MozCon
identify your international seo potential
Research your
international industry
search activity.
Country
&
Language
Search
Volume, Trend
& Seasonality
KeywordsSearch
Engines Devices
Competitors
Your international industry search activity
05/07/2013
#MozCon
identify your international seo potential
Research your
international industry
search activity.
Keyword Analysis
Use these tools, including those from the most popular search
engines in the targeted country
Your international industry search activity
05/07/2013
#MozCon
identify your international seo potential
Research your
international industry
search activity.
Beware of differences with the same language among countries
Your 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”
05/07/2013
#MozCon
identify your international seo potential
Research your
international industry
search activity.
Get Native support to help you along the SEO project
Your international industry search activity
05/07/2013
#MozCon
identify your international seo potential
Company
Characteristics
from an
international
perspective
Current
site
international
activity
Current
international
search
visibility
International
industry
search
activity
05/07/2013
#MozCon
identify your international seo potential
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 @seohimanshu
http://www.seotakeaways.com/roi-calculations-seo/
05/07/2013
#MozCon
identify your international seo potential
Is your International SEO
Project viable?
>Your International
SEO potential
Visits & Conversions
for 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
05/07/2013
#MozCon
Target your international search audience
2
1
05/07/2013
#MozCon
Target your international search audience
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.
05/07/2013
#MozCon
Target your international search audience
Understand your
International Audience
behavior and
characteristics.
05/07/2013
#MozCon
Target your international search audience
Understand your
International Audience
behavior and
characteristics.
Demographic
characteristics
Cultural
factors
Online &
buying
preferences
Identify your audience profile
05/07/2013
#MozCon
Target your international search audience
Understand your
International Audience
behavior and
characteristics.
Identify your audience profile
Use tools & studies like these
05/07/2013
#MozCon
Target your international search audience
Research your
International Competitors.
05/07/2013
#MozCon
Target your international search audience
Research your
International Competitors.
Your Competitors Behavior & characteristics
Most
popular
products &
content
Unique
selling
proposition
Weaknesses
&
Strengths
Other
marketing
activities
Online
community
05/07/2013
#MozCon
Target your international search audience
Research your
International Competitors.
Your competitors behavior
& characteristics
Use these tools
05/07/2013
#MozCon
Target your international search audience
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
05/07/2013
#MozCon
Develop an internationally optimized site
31
2
05/07/2013
#MozCon
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
Develop an internationally optimized site
05/07/2013
#MozCon
Develop an internationally optimized site
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/
05/07/2013
#MozCon
Develop an internationally optimized site
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
If you’re country targeting: Enable a
specific Web structure for each country.
05/07/2013
#MozCon
Develop an internationally optimized site
ccTLDs for Country Targeting
If you’re country targeting: Enable a
specific Web structure for each country.
05/07/2013
#MozCon
Develop an internationally optimized site
Sub-directories for Country Targeting
If you’re country targeting: Enable a
specific Web structure for each country.
05/07/2013
#MozCon
Develop an internationally optimized site
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.
05/07/2013
#MozCon
Develop an internationally optimized site
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
If you’re language targeting: Enable a
specific Web structure for each
language.
05/07/2013
#MozCon
Develop an internationally optimized site
Sub-directories for language targeting
No Flags! Remember you’re not
targeting countries but languages
If you’re language targeting: Enable a
specific Web structure for each
language.
05/07/2013
#MozCon
Develop an internationally optimized site
Sub-domains for language targeting
If you’re language targeting: Enable a
specific Web structure for each
language.
05/07/2013
#MozCon
Develop an internationally optimized site
3
4
1
2
5
6
Localize / translate your complete International
Website Experience: From branding to URLs!
7
05/07/2013
#MozCon
Develop an internationally optimized site
1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
8
9
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
8
9
Reviews
Products information & descriptions
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
Get native help to avoid translation mistakes and make
your Web attractive for the targeted market
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
Internationalized domain names can be tricky to handle:
It’s better to transliterate domain names & URLs
for non-ASCII characters
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
And remember to not leave urls in English
Localize / translate your complete International
Website Experience: From branding to URLs!
05/07/2013
#MozCon
Develop an internationally optimized site
Make your International Web versions easily
findable featuring a visible & crawlable menu...
05/07/2013
#MozCon
Develop an internationally optimized site
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
05/07/2013
#MozCon
Develop an internationally optimized site
Indicate your pages language and country
targeting through hreflang annotations.
Google Specification: http://bit.ly/googlehreflang
Include the hreflang annotations in the code
05/07/2013
#MozCon
Develop an internationally optimized site
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
05/07/2013
#MozCon
Develop an internationally optimized site
You can also specify the “content-language”
meta tag or html “lang”, used by Bing.
Bing Specification: http://bit.ly/binglang
05/07/2013
#MozCon
Develop an internationally optimized site
If you’re country targeting and using
a gTLD, use search engines
Webmaster Tools geolocation feature.
05/07/2013
#MozCon
Develop an internationally optimized site
Now that you have a user friendly and optimized
International Web presence, you can build its popularity.
05/07/2013
#MozCon
Grow your International Search Popularity
4
31
2
05/07/2013
#MozCon
Grow your International Search Popularity
Research & understand your international competitors link
building strategies, sources and the existing popularity gap.
05/07/2013
#MozCon
Grow your International Search Popularity
Link
Volume,
Sources
& types
Linked
Content
Link
quality vs.
Quantity
Link
trend over
time
Social
Activity
& profile
International link popularity
analysis
Competition is usually lower than in the US.
Research & understand your international competitors link
building strategies, sources and the existing popularity gap.
05/07/2013
#MozCon
Grow your International Search Popularity
Social
Crawlytics
Use these tools
Research & understand your international competitors link
building strategies, sources and the existing popularity gap.
International link popularity
analysis
05/07/2013
#MozCon
Grow your International Search Popularity
Do the same with your international audience profile,
behavior and characteristics to be able to connect with it.
05/07/2013
#MozCon
Grow your International Search Popularity
International audience analysis
Favorite
content
topics &
formats
Most
popular
social
networks
Favorite
media &
blogs
Industry
influencers
Do the same with your international audience profile,
behavior and characteristics to be able to connect with it.
05/07/2013
#MozCon
Grow your International Search Popularity
Do the same with your international audience profile,
behavior and characteristics to be able to connect with it.
International audience analysis
Use these tools
05/07/2013
#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume
assets to connect and build popularity among your International audience.
05/07/2013
#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume
assets to connect and build popularity among your International audience.
Always have native support & validation for strategy & outreach
Learn to
leverage
Local sites
& cultural
factors
Build a
relationship
with local
influencers &
Media
Track
the response
behavior
in different
countries
Develop an international link building campaign
Identify
what works
better in each
country
to scale
05/07/2013
#MozCon
Grow your International Search Popularity
Based on the previous findings, create & promote useful and easy to consume
assets to connect and build popularity among your International audience.
Develop an international link building campaign
Use these tools
05/07/2013
#MozCon
Grow your International Search Popularity
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.
05/07/2013
#MozCon
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.
Grow your International Search Popularity
Take a look at this example from a job advertisement in Spain
05/07/2013
#MozCon
Grow your International Search Popularity
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.
05/07/2013
#MozCon
Measure your international SEO activity
5
4
31
2
05/07/2013
#MozCon
Measure your international SEO activity
Track each of your International Web versions
and search presence independently: From
Webmaster Tools to rankings and Web analytics.
05/07/2013
#MozCon
Measure your international SEO activity
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
05/07/2013
#MozCon
Measure your international SEO activity
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
05/07/2013
#MozCon
Pay special attention
Measure your international SEO activity
Currency
settings
Cross-domain
tracking Country &
Language
traffic
alignment
Gather, segment and analyze the relevant metrics to
understand each of your International Websites search
visibility, performance and visitors behavior to make
decisions.
05/07/2013
#MozCon
Use these tools
Measure your international SEO activity
Gather, segment and analyze the relevant metrics to
understand each of your International Websites search
visibility, performance and visitors behavior to make
decisions.
05/07/2013
#MozCon
Measure your international SEO activity
These are just the fundamental aspects! Web analytics
for International Websites is a world of its own.
05/07/2013
#MozCon
Measure your international SEO activity
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.
05/07/2013
#MozCon
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?
Measure your international SEO activity
05/07/2013
#MozCon
Check your international SEO ROI
5
4
31
2
6
05/07/2013
#MozCon
Check your international SEO ROI
Number of
conversionsROI
by number
of
conversions
International SEO project cost
=
ROI
by 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
Check your international SEO ROI
You can do it in two different ways
Number of
conversionsROI
by number
of
conversions
International SEO project cost
=
ROI
by 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!
05/07/2013
#MozCon
Check your international SEO ROI
Or use the International SEO
ROI Calculator!Exclusively built for #MozCon
http://bit.ly/seoroi-calculator
05/07/2013
#MozCon
Check your international SEO ROI
With this information, you’ll be able to assess
your International SEO activities and make the
most out of your International Websites.
05/07/2013
#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
benefit 6
Let’s review the international SEO ROI map
05/07/2013
#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
Let’s review the international SEO ROI map
benefit 6
Now you know the path to develop
a successful International SEO
Process and grow your ROI.
05/07/2013
#MozCon
5
4
31
2
measure
promote
optimize
Identify
Target
Let’s review the international SEO ROI map
This is so great, thanks. My client will be
impressed. I’m going to start right away.
benefit 6
...and the awesome #MozCon
audience can now start with it too.
05/07/2013
#MozCon
You can also be International
SEO adventurers!
05/07/2013
#MozCon
Just one more thing to make your
International SEO adventure easier...
05/07/2013
#MozCon
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.
#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.

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