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Eli Schwartz is the Online Marketing Manager
for SurveyMonkey, the world's largest online
survey company. He oversees all ...
• Why International SEO
• Size of opportunity
• Keyword research
• Content creation
What percentage of your
time do you focus on
search optimization efforts
for
What percentage of your
time do you focus on
search optimization efforts
for
Google vs Bing
Internet Users Around the World
Source:
internetlivestats.com/
So, focusing on the US
only could be as
shortsighted as…
Languages Spoken Around the World
English
(Primary &
Secondary)
Source:
ethnologue.com/
Ecommerce Spend Around the World
Source:
Emarketer.com
Look at Current
Traffic in GA
There are likely international visitors that are
not as satisfied
Ecommerce
• Based in China
• Primary customer base is in China
• Has an English language interface
• 24k employees
• $7.5 Billion Re...
Social Media
• 250 million accounts
• #22 worldwide on Alexa
• Popular in Russian speaking countries
• Already has English language int...
SEO
• Founded in Germany
• Started with European customers
• Expanded into US customers by
localizing offering
• Newly opened ...
International SEO
isn’t so Hard (or
Costly)
• ccTLD vs subdomain vs subdirectory
• HREFLANG
• Local Hosting
• Local Links
• Local Trust Symbols
• Mobile
Don’t Machine
Translate
Google can recognize machine
translated content AND you will offend
real users
Optimize
(Optimise) for What
People Type
Spelling Correction
is Not as Robust
Google.com Google.fr (France)
Synonym Matching
in English
Near identical results for both terms
Synonym Matching
in German
(Google.de)
Both terms mean “Customer Survey” and
user intent is similar
Prepositions in
English
In English, prepositions cause only minor
differences (except in specific cases)
Prepositions in
Portuguese
(Google.com.br)
Other languages have much larger
differences
Basic Special
Characters Matter
Special character usage changes results
• Slashed O
• Umlauts
• Accents
“Did you mean”
but results are
unchanged
Compound
(Concatenation)
Words
Phrases can be broken by a space, dash
or concatenated as one word
Same Language
Different Meanings:
“Char”
Quebec France
It’s Not Just
International: Pop
vs Soda
Even within one country we have different ways of
referring to the same exact thing
Adwords Tool is
NOT the Starting
Point
In English, you might just go to Adwords Keyword
Tool and call it a day
Internationally, just blindly trusting search volu...
Understand
Keyword
Weaknesses
None of these
are relevant to
SurveyMonkey’s
Business
Square One: Learn
Just One Word…
Start Googling
Search the just discovered keyword in your target
language AND country
Search Translation
Alternatives Too
Some of these
might be the
better keyword
Two Tabbed
Searching:
Translate vs
Original
Use Chrome’s automatic translation
Search
Translations To Get
Right Word
As in English, not all translations will be relevant
to your business
Add Keyword
Modifiers to
Translate
Adding a modifier gives Google Translate context
around the word.
Without modifiers, Translate had suggested the
Spanish w...
Some Translations
Are Very
INCORRECT
Attempted to use a modifier to learn
primary keyword
Google’s suggested translation was a
xxx term
Look at Number of
Results for Clues
Google.fi (Finland)
Google.fi (Finland)
Low number of
results means you
are on the wrong
track
View All Search
Competitors in Two
Tabs
Spanish Original
English Translation
via Chrome
Use Chrome’s automatic translation
• View each competitor site to find
keywords
• Look at the English to find important
ke...
Don’t Forget About
Popular Slang
Terms
Google.de (Germany)
Google.de (Germany)
Means “Sunday
Poll” which is what
Germans call a
Political Poll
Use Knowledge
Graph to Learn
Intent (US)
Google.com
Google.com
Search word is Italian
word “piazza”
Knowledge graph
shows Piazza as a
company and an
Italian square
Knowledge Graph
Brazil
Google.com
Google.com
Search word is Italian
word “piazza”
Knowledge graph
shows Piazza as a
soccer player in Brazil
Knowledge Graph
Germany
Google.de (Germany)
Google.de (Germany)
Search word is
Italian word “piazza”
Knowledge graph
shows Piazza as
Piazza Navona – a
popular tourist...
Knowledge Graph
Italy
Google.it (Italy)
Google.it (Italy)
Search word is Italian
word “piazza”
Knowledge graph is
gone
Look Up Search
Volume of Keyword
List
Once you have a large list of keywords:
• Paste in all keywords into Google
Keyword Planner
• Download results in a CSV
• ...
Buddy Up With a
Native
Native speakers will tell you which
keywords are actually correct
Translate Existing
Content
Make Sure Your
Translations Make
Sense
Double Check
Translation Work
Keywords Need to
Be Culturally
Relevant
Leverage Keyword
Data into New
Content
Google Trends
Trends data is available for many years in
multiple countries
Trends data is available for many years in
multiple countries
Trends data is
available for many
years in multiple
countries
YouTube
Worldwide
Look for Popular
videos
Twitter Trends
Twitter trends will show popular topics for nearly
any country
SurveyMonkey
Audience
Learn From the
Data and Update
5 Things to
Remember
1.Huge growth potential with
international search
2.Focus on keywords
3.Watch out for cultural
nuances
4.Continue to grow ...
5. Don’t be
Lazy!!!
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
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Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

Global Search Engine Optimization is really not that hard. Your competitors are global, and if you don't start playing offense internationally, you will be playing defense. Learn how to optimize your keywords and start getting natural traffic globally. Stop playing soccer if your competitors are playing football.

  • Soyez le premier à commenter

Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

  1. 1. Eli Schwartz is the Online Marketing Manager for SurveyMonkey, the world's largest online survey company. He oversees all SEO efforts and strategies on SurveyMonkey properties across 16 languages. SurveyMonkey serves over 20 million customers worldwide, including 99% of the Fortune 500, and collects over two million online survey responses daily. Follow @5le
  2. 2. • Why International SEO • Size of opportunity • Keyword research • Content creation
  3. 3. What percentage of your time do you focus on search optimization efforts for
  4. 4. What percentage of your time do you focus on search optimization efforts for
  5. 5. Google vs Bing
  6. 6. Internet Users Around the World Source: internetlivestats.com/
  7. 7. So, focusing on the US only could be as shortsighted as…
  8. 8. Languages Spoken Around the World English (Primary & Secondary) Source: ethnologue.com/
  9. 9. Ecommerce Spend Around the World Source: Emarketer.com
  10. 10. Look at Current Traffic in GA There are likely international visitors that are not as satisfied
  11. 11. Ecommerce
  12. 12. • Based in China • Primary customer base is in China • Has an English language interface • 24k employees • $7.5 Billion Revenue in 2013 (WSJ) • In 2013 did more transaction volume than eBay + Amazon
  13. 13. Social Media
  14. 14. • 250 million accounts • #22 worldwide on Alexa • Popular in Russian speaking countries • Already has English language interface
  15. 15. SEO
  16. 16. • Founded in Germany • Started with European customers • Expanded into US customers by localizing offering • Newly opened office in Silicon Valley
  17. 17. International SEO isn’t so Hard (or Costly)
  18. 18. • ccTLD vs subdomain vs subdirectory • HREFLANG • Local Hosting • Local Links • Local Trust Symbols • Mobile
  19. 19. Don’t Machine Translate
  20. 20. Google can recognize machine translated content AND you will offend real users
  21. 21. Optimize (Optimise) for What People Type
  22. 22. Spelling Correction is Not as Robust
  23. 23. Google.com Google.fr (France)
  24. 24. Synonym Matching in English
  25. 25. Near identical results for both terms
  26. 26. Synonym Matching in German (Google.de)
  27. 27. Both terms mean “Customer Survey” and user intent is similar
  28. 28. Prepositions in English
  29. 29. In English, prepositions cause only minor differences (except in specific cases)
  30. 30. Prepositions in Portuguese (Google.com.br)
  31. 31. Other languages have much larger differences
  32. 32. Basic Special Characters Matter
  33. 33. Special character usage changes results • Slashed O • Umlauts • Accents
  34. 34. “Did you mean” but results are unchanged
  35. 35. Compound (Concatenation) Words
  36. 36. Phrases can be broken by a space, dash or concatenated as one word
  37. 37. Same Language Different Meanings: “Char”
  38. 38. Quebec France
  39. 39. It’s Not Just International: Pop vs Soda
  40. 40. Even within one country we have different ways of referring to the same exact thing
  41. 41. Adwords Tool is NOT the Starting Point
  42. 42. In English, you might just go to Adwords Keyword Tool and call it a day Internationally, just blindly trusting search volume will give you a weak keyword foundation
  43. 43. Understand Keyword Weaknesses
  44. 44. None of these are relevant to SurveyMonkey’s Business
  45. 45. Square One: Learn Just One Word…
  46. 46. Start Googling
  47. 47. Search the just discovered keyword in your target language AND country
  48. 48. Search Translation Alternatives Too
  49. 49. Some of these might be the better keyword
  50. 50. Two Tabbed Searching: Translate vs Original
  51. 51. Use Chrome’s automatic translation
  52. 52. Search Translations To Get Right Word
  53. 53. As in English, not all translations will be relevant to your business
  54. 54. Add Keyword Modifiers to Translate
  55. 55. Adding a modifier gives Google Translate context around the word. Without modifiers, Translate had suggested the Spanish word “estudio” as the correct translation.
  56. 56. Some Translations Are Very INCORRECT
  57. 57. Attempted to use a modifier to learn primary keyword Google’s suggested translation was a xxx term
  58. 58. Look at Number of Results for Clues
  59. 59. Google.fi (Finland)
  60. 60. Google.fi (Finland) Low number of results means you are on the wrong track
  61. 61. View All Search Competitors in Two Tabs
  62. 62. Spanish Original English Translation via Chrome
  63. 63. Use Chrome’s automatic translation • View each competitor site to find keywords • Look at the English to find important keywords • Compare words to original and add translated word to keywords worksheet in a spreadsheet
  64. 64. Don’t Forget About Popular Slang Terms
  65. 65. Google.de (Germany)
  66. 66. Google.de (Germany) Means “Sunday Poll” which is what Germans call a Political Poll
  67. 67. Use Knowledge Graph to Learn Intent (US)
  68. 68. Google.com
  69. 69. Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a company and an Italian square
  70. 70. Knowledge Graph Brazil
  71. 71. Google.com
  72. 72. Google.com Search word is Italian word “piazza” Knowledge graph shows Piazza as a soccer player in Brazil
  73. 73. Knowledge Graph Germany
  74. 74. Google.de (Germany)
  75. 75. Google.de (Germany) Search word is Italian word “piazza” Knowledge graph shows Piazza as Piazza Navona – a popular tourist spot in Rome
  76. 76. Knowledge Graph Italy
  77. 77. Google.it (Italy)
  78. 78. Google.it (Italy) Search word is Italian word “piazza” Knowledge graph is gone
  79. 79. Look Up Search Volume of Keyword List
  80. 80. Once you have a large list of keywords: • Paste in all keywords into Google Keyword Planner • Download results in a CSV • Search translations in Google Translate
  81. 81. Buddy Up With a Native
  82. 82. Native speakers will tell you which keywords are actually correct
  83. 83. Translate Existing Content
  84. 84. Make Sure Your Translations Make Sense
  85. 85. Double Check Translation Work
  86. 86. Keywords Need to Be Culturally Relevant
  87. 87. Leverage Keyword Data into New Content
  88. 88. Google Trends
  89. 89. Trends data is available for many years in multiple countries
  90. 90. Trends data is available for many years in multiple countries Trends data is available for many years in multiple countries
  91. 91. YouTube Worldwide
  92. 92. Look for Popular videos
  93. 93. Twitter Trends
  94. 94. Twitter trends will show popular topics for nearly any country
  95. 95. SurveyMonkey Audience
  96. 96. Learn From the Data and Update
  97. 97. 5 Things to Remember
  98. 98. 1.Huge growth potential with international search 2.Focus on keywords 3.Watch out for cultural nuances 4.Continue to grow content
  99. 99. 5. Don’t be Lazy!!!

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  • ercconsultants

    Jun. 18, 2014
  • JakubMichl

    Mar. 12, 2017
  • ArunMishra26

    Dec. 29, 2019

Global Search Engine Optimization is really not that hard. Your competitors are global, and if you don't start playing offense internationally, you will be playing defense. Learn how to optimize your keywords and start getting natural traffic globally. Stop playing soccer if your competitors are playing football.

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