Learn how to create a culturally-optimised website & get more traffic.

1. 50 SEO &
WEBSITE TIPS
FOR
THE International Marketer
Learn how to
create a culturally-
optimised website
A publication of

2. 2 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
IS THIS BOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
INTRODUCTORY
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
INTERMEDIATE
Intermediate content is for marketers who are familiar with the
ADVANCED
this aspect of inbound marketing and help you develop complete
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3. 3 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
U qLEAD
whole marketing world to-
Get Found:
Convert: Nurture your leads and drive conversions
Analyze:
M s
Plus more apps and integrations
Video Overview
g Y LEAD
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4. 4 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
50 SEO & WEBSITE TIPS FOR THE
INTERNATIONAL MARKETER
for customers to learn how to create marketing
campaigns in
software
FOLLOW ME ON TWITTER
Diana is a regular contributor to the HubSpot @DIANAURBAN
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5. 5 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CONTENTS
LAUNCHING YOUR GLOBAL WEBSITE /7
KEYWORD RESEARCH /13
ON-PAGE SEO ELEMENTS /16
OFF-PAGE SEO ELEMENTS /22
WEBSITE DESIGN ELEMENTS /26
PAID & SOCIAL MEDIA /29
CULTURAL ELEMENTS /32
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6. 6 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
“ How can I optimise my
website for a global
”
audience?
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7. 7 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 1
LAUNCHING
YOUR GLOBAL
WEBSITE
G
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8. 8 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
1 USE COUNTRY EXTENSIONS... OR
REDIRECT THEM
SET UP CROSS-DOMAIN CANONICAL TAGS 2
across different
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9. 9 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
3 SET UP LOCAL SERVERS
hosted is a very small factor in their international ranking algorithms
GET A LOCAL MAILING ADDRESS 4
Establish a physical location or mailing address in each target country if
SEND WEBSITE VISITORS TO THE RIGHT
5 DOMAIN
automatically
redirect people
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10. 10 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
6 USE THE LANGUAGE META TAG
Here
3 <meta http-­equiv=“content-­language” content=“en-­us”>
3 <meta http-­equiv=“content-­language” content=“en-­gb”>
3 <meta http-­equiv=“content-­language” content=“en-­au”>
3 <meta http-­equiv=“content-­language” content=“ga”>
3 <meta http-­equiv=“content-­language” content=“en-­mx”>
3 <meta http-­equiv=“content-­language” content=“es”>
3 <meta http-­equiv=“content-­language” content=“fr”>
3 <meta http-­equiv=“content-­language” content=“it”>
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11. 11 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
7 SET PROPER GEOTARGETING IN GOOGLE
WEBMASTER TOOLS
geographically target certain websites
MAKE YOUR WEBSITE LOAD QUICKLY 8
Less than 10% of the users in the most active internet countries have
9 USE UTF-8 COMPLIANT CMS/SOFTWARE
Accommodate for international character handling so that you can view the
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12. 12 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
10 SUBMIT A SITEMAP FOR EACH LOCALE
SITE
According to Trimark Solutions
ADD GOOGLE TRANSLATE TO YOUR SITE 11
You may not have the resources to create locale sites for each country or
to
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13. 13 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 2
KEYWORD
RESEARCH
K
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14. 14 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
12 BUILD A KEYWORD LIST FOR EACH
COUNTRY OR LANGUAGE
marketing
inbound marketing software is a long-tail keyword with less competition that
DO INTERNATIONAL KEYWORD RESEARCH 13
See what keywords are most popular in
remember that even a correct and accurate translation of a keyword or term
14 USE CORRECT SPELLING VARIATIONS
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15. 15 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
15 PROVIDE NATIVE TRANSLATIONS
3
3
3 Lingo24 -
3 Verbatim Solutions -
CREATE NEW KEYWORDS FOR TERMS 16
WITH NO TRANSLATION
recreate those
keywords
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16. 16 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 3
ON-PAGE SEO
ELEMENTS
W
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17. 17 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
17 PUT KEYWORDS IN THE PAGE TITLE
3
3
3
3 Each page title on your website should be unique
PUT KEYWORDS IN THE PAGE URL 18
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18. 18 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
19 PUT KEYWORDS IN THE META DATA
3
3
3 Include your target keywords in a conversational format
3
PUT KEYWORDS IN YOUR HEADER TEXT 20
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19. 19 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
21 USE KEYWORDS IN THE PAGE CONTENT
USE KEYWORDS IN THE ALT TEXT 22
Any images used on the page should be optimised so that search engines
23 USE ONE LANGUAGE PER PAGE
You
this will help your website visitors understand that the website is based out of
OPTIMISE FOR LOCAL SEARCH ENGINES 24
different search engines
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20. 20 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
LET VISITORS NAVIGATE TO DIFFERENT
25 LOCALE SITES
Apple even has a page that lists all the countries for which they provide a
ADD LOCALE SITE LINKS TO YOUR
FOOTERS 26
only will this help your site visitors navigate to the content most relevant to
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21. 21 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
27 ADD A CALL TO ACTION (CTA)
MONITOR YOUR RANK 28
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22. 22 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 4
OFF-PAGE SEO
ELEMENTS
j
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23. 23 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
29 CREATE REMARKABLE CONTENT
You might get caught up in creating different versions of content for your locale
REGISTER EACH LOCALE SITE ON LOCAL
DIRECTORIES 30
31 GET INBOUND LINKS FROM TARGET
COUNTRIES
increase inbound links from sites of the same country
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24. 24 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
32 ASK FOR LINKS FROM PEOPLE YOU KNOW
you know to link to your site from their site using a target keyword as the
GUEST BLOG ON SIMILAR NICHE
INDUSTRY BLOGS 33
34 INTERVIEW AN INDUSTRY EXPERT IN
EACH LOCALE
post on their own site in order to promote themselves!
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25. 25 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
35 AVOID BLACK-HAT LINK BUILDING
STRATEGIES
* Link buying
* Link farming
*
*
TEACH YOUR WEBSITE VISITORS
SOMETHING USEFUL 36
Educational content can be described as content that teaches people
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26. 26 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 5
WEBSITE
DESIGN
ELEMENTS
x
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27. 27 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
37 USE GLOBALLY RECOGNIZED FONTS
3 Times New Roman
3 Arial
3 Verdana
CREATE A FLEXIBLE WEB DESIGN 38
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28. 28 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
39 LEARN COLOR CONNOTATIONS
Figure out what certain colours mean in different countries before designing
USE THE RIGHT DATE FORMATTING 40
41 OPTIMISE YOUR PRICING PAGES
their local currencies
ensure global delivery by making sure international visitors can
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29. 29 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 5
PAID & SOCIAL
MEDIA
B
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30. 30 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
42 GEO-TARGET PAID SEARCH CAMPAIGNS
geo-target your campaigns
GET YOUR CONTENT RETWEETED 43
44 INCLUDE LINKS BACK SITES. WEBSITE
FROM SOCIAL MEDIA
TO YOUR
keywords and linking back to your site
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31. 31 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
45 ADD A HASHTAG TO YOUR TWEETS
Include the hashtag
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32. 32 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
CHAPTER 6
CULTURAL
ELEMENTS
g
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33. 33 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
46 KNOW THE LOCAL INTERNET MARKETING
RULES AND LAWS
rules related to advertising in different countries
LEARN CULTURAL DIFFERENCES 47
learn about
to understand what appeals to them versus
48 UNDERSTAND LOCAL PURCHASING
MENTALITY
people will purchase online but then call a 1-800 number to complete the
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34. 34 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
49 RESEARCH THE LOCAL COMPETITION
LEARN BEHAVIORAL DIFFERENCES IN 50
EACH CULTURE
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35. 35 50 SEO & WEBSITE TIPS FOR THE INTERNATIONAL MARKETER
GET MORE
WEBSITE TRAFFIC
HTTP://BIT.LY/HS-TRIAL
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