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International SEO to Grow your Business Abroad #fo19dk

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How to use international SEO to grow your business abroad? In this session you'll be able to learn the most important international SEO criteria, best practices and tools to implement a winning process.

Publié dans : Marketing
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International SEO to Grow your Business Abroad #fo19dk

  1. 1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK INTERNATIONAL SEO 
 TO GROW YOUR BUSINESS ABROAD #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK
  2. 2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TARGETING TO A WIDER INTERNATIONAL AUDIENCE IS A NATURAL WAY TO GROW YOUR ONLINE BUSINESS #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK
  3. 3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK HOWEVER, THE PROCESS CAN BECOME COMPLEX DUE 
 TO USUAL INTERNATIONALIZATION CHALLENGES LACK OF RESOURCES TO CREATE AND OPTIMIZE MORE CONTENT NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES NOT ATTRACTING ENOUGH TRAFFIC WITH TARGETED QUERIES
  4. 4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 ORAINTI.COM I’M ALEYDA SOLIS
  5. 5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK I’VE HAD THE CHANCE TO HELP SOME GREAT BRANDS
  6. 6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TODAY I’M DELIGHTED TO BE ABLE TO SHARE WITH YOU #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK
  7. 7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK DON’T HAVE RESOURCES TO OPTIMIZE FOR ALL YOUR MARKETS? PRIORITIZE!
  8. 8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKGOOGLE ANALYTICS IDENTIFY WHICH COUNTRIES & LANGUAGES ARE ALREADY BRINGING TRAFFIC AND CONVERSIONS TO YOUR SITE
  9. 9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK THOSE MARKETS THAT YOUR COMPETITION AND INDUSTRY LEADERS ARE ALREADY PROFITING FROM SEMRUSH TRAFFIC ANALYSIS
  10. 10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKAHREFS VERIFY WHICH ARE THE COUNTRIES WITH MORE SEARCH TRAFFIC POTENTIAL IN YOUR INDUSTRY
  11. 11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKSERPCHECKER CONSIDER THE LEVEL OF EXISTING ORGANIC SEARCH COMPETITION IN THESE MARKETS
  12. 12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK 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 DRIVES 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
  13. 13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK 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
  14. 14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK COUNTRY TARGET LANGUAGE TARGET REMEMBER THAT THIS SHOULD BE ABOUT YOUR OWN ORGANIZATION RESOURCES AND PRIORITIES TOO
  15. 15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK VERIFY IF THERE’S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE YOUR WEB ACTIVITY HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/
  16. 16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK > Yes No Might be too early BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS CREATE A PILOT PROJECT PRIORITIZING MAIN PAGES NOW YOU CAN DECIDE WHICH INTERNATIONAL SEARCH MARKETS TO TARGET YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT
  17. 17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK CAN’T COMPETE IN SOME MARKETS? SELECT THE RIGHT WEB STRUCTURE
  18. 18. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK AVOID USING SCRIPTS OR COOKIES TO SHOW INTERNATIONAL VERSIONS W/ THE SAME URLS
  19. 19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK DON’T USE PARAMETERS FOR YOUR INTERNATIONAL WEB STRUCTURE, SPECIALLY FOR COUNTRIES
  20. 20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK www.brand.dk www.brand.dk/kontakt-os/ www.brand.com/da-dk/ www.brand.com/da-dk/kontakt-os/ da-dk.brand.com/ da-dk.brand.com/kontakt-os/ IF YOU’RE COUNTRY TARGETING, SELECT BETWEEN CCTLDS, SUBDIRECTORIES & SUBDOMAINS CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  21. 21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK * Need less technical resources * Need less efforts to grow popularity
 * More chances to get all versions penalized if something goes bad * Need more efforts to geolocate * Need more technical resources * Need more efforts to grow popularity * Better than sub-directories to organize larger & more complex sites
 * Need more efforts to geolocate *Ideal alternative to geolocate if competition is not too high *Need more technical resources *Need more efforts to grow popularity with a new domain EACH HAVE PROS & CONS TO COUNTRY TARGET CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  22. 22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK YOU CAN’T USE SUBDIRECTORIES OR SUBDOMAINS TO GEOLOCATE CCTLDS TO OTHER COUNTRIES
  23. 23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TAKE ALSO INTO CONSIDERATION THAT GOOGLE DOESN’T SUPPORT “REGIONS” THAT ARE NOT COUNTRIES TO GEOTARGET HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  24. 24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK www.brand.com/es/ www.brand.com/es/categoria-a/ es.brand.com/ es.brand.com/categoria-a/ IF YOU’RE LANGUAGE TARGETING, SELECT BETWEEN USING SUBDIRECTORIES OR SUBDOMAINS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  25. 25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK * Need less technical resources *Need less efforts to grow popularity *Generates a deeper url structure *More chances to get all versions penalized if something goes bad * Need more technical resources * Need more efforts to grow popularity * Generates shorter URL structure which can be better for larger sites WHICH ALSO HAVE PROS & CONS TO LANGUAGE TARGET SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS
  26. 26. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK VERIFY THE DOMAIN TYPES AND AUTHORITY OF THE TOP SITES RANKING IN YOUR DESIRED MARKET SERPCHECKER
  27. 27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK Yes Country Language Are your top competitors using ccTLDs? Yes Yes USE CCTLDS No No USE GEOLOCALIZED SUBDIRECTORIES YesNo USE SUBDIRECTORIES USE SUB- DOMAINS No CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDINGLY WHAT’S YOUR INTERNATIONAL TARGET? Is the domain authority of your competition higher? Is the domain authority of your competition higher? Do you need a flatter & differentiated structure?
  28. 28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK IT’S CRITICAL TO BE CONSISTENT WHEN TARGETING TO AVOID CONFUSION AND ALIENATING YOUR USERS
  29. 29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK ARE YOU RANKING WITH THE WRONG URLS? GEOLOCATE AND USE HREFLANG
  30. 30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK MISALIGNED PAGES WILL HAVE WORSE RANKINGS, CTR, USER EXPERIENCE AND CONVERSIONS
  31. 31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKGOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS CHECK IF YOU’RE SUFFERING FROM SEARCH RESULTS MISALIGNMENT PROBLEMS ALREADY
  32. 32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKSEOMINION USE VPNS OR THE FREE SEOMINION EXTENSION TO SEARCH FROM ANY LOCATION AND LANGUAGE
  33. 33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK VERIFY WHICH DOMAIN EXTENSIONS ARE TREATED 
 AS GENERIC BY GOOGLE TO GEOLOCATE IF NEEDED HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  34. 34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK REGISTER & GEOLOCATE IN SEARCH CONSOLE EACH 
 SUB-DIRECTORY/DOMAIN TO COUNTRY TARGET GOOGLE SEARCH CONSOLE
  35. 35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKLINK REDIRECT TRACE IT’S BETTER TO AVOID AUTOMATIC 
 REDIRECTS BASED ON THE IP LOCATION
  36. 36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK REDIRECTS CAN GIVE A BAD USER EXPERIENCE AND END-UP DAMAGING YOUR WEB VERSIONS CRAWLABILITY HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
  37. 37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK SUGGEST THE RELEVANT INTERNATIONAL 
 WEB VERSION INSTEAD #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK
  38. 38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK INDICATE EACH PAGE INTERNATIONAL TARGETING WITH THEIR META & HTML LANG TAG HTTP://BIT.LY/BINGLANG
  39. 39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN AS WELL AS YOUR PAGES LANGUAGE AND COUNTRY TARGET AND THEIR ALTERNATES WITH HREFLANG
  40. 40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK English for the US Default English for Denmark English for the UK <link rel="canonical" href=“https://www.brand.dk/da/kontakt-os/“ /> <link rel="alternate" href="https://www.brand.dk/da/kontakt-os/" hreflang="da-dk" /> <link rel="alternate" href="https://www.brand.dk/en/contact-us/" hreflang="en-dk" /> <link rel="alternate" href="https://www.brand.co.uk/contact-us/" hreflang="en-gb" /> <link rel="canonical" href="https://www.brand.dk/en/contact-us/“ /> <link rel="alternate" href="https://www.brand.dk/da/kontakt-os/" hreflang="da-dk" /> <link rel="alternate" href="https://www.brand.dk/en/contact-us/" hreflang="en-dk" /> <link rel="alternate" href="https://www.brand.co.uk/contact-us/" hreflang="en-gb" /> brand.dk/da/kontakt-os/ brand.co.uk/contact-us/ brand.dk/en/contact-us/ Danish for Denmark <link rel="canonical" href=“https://www.brand.co.uk/contact-us/“ /> <link rel="alternate" href="https://www.brand.dk/da/kontakt-os/" hreflang="da-dk" /> <link rel="alternate" href="https://www.brand.dk/en/contact-us/" hreflang="en-dk" /> <link rel="alternate" href="https://www.brand.co.uk/contact-us/" hreflang="en-gb" /> EVERY PAGE SHOULD INCLUDE ITS LANGUAGE & COUNTRY TARGETING, AND POINT TO ITS OTHER VERSIONS
  41. 41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK USE ISO 639-1 VALUES FOR LANGUAGES 
 AND ISO 3166-1 FOR COUNTRIES HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
  42. 42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN YOU CAN ALSO OPTIONALLY USE THE X-DEFAULT VALUE FOR UNMATCHED INTERNATIONAL VERSIONS
  43. 43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK UNFORTUNATELY, IT’S COMMON TO GENERATE THEM WITH ERRORS HTTPS://SEARCHENGINELAND.COM/AUDITING-HREFLANG-ANNOTATIONS-COMMON-ISSUES-AVOID-219483
  44. 44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK FOR REAL
  45. 45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK AVOID HREFLANG ISSUES BY FOLLOWING AN IMPLEMENTATION AND VALIDATION PROCESS ASSESS THE LANGUAGES AND COUNTRIES HREFLANG IMPLEMENTATION SCOPE CHOOSE THE HREFLANG IMPLEMENTATION METHOD SPECIFY THE HREFLANG CODE PATTERN MONITOR AND TROUBLESHOOT THE HREFLANG IMPLEMENTATION AFTER LAUNCH VALIDATE THE HREFLANG IMPLEMENTATION IN A TEST ENVIRONMENT ESTABLISH HREFLANG BEST PRACTICES GUIDELINES TO BE FOLLOWED WHEN A NEW PAGE IS PUBLISHED HTTP://BIT.LY/HREFLANGPROCESS
  46. 46. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK USE THE CORRECT ANNOTATIONS AND VALUES BY GENERATING HREFLANG PATTERNS WITH GENERATOR TOOLS HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/
  47. 47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKDEEPCRAWL, SITEBULB, SCREAMING FROG, RYTE, BOTIFY VALIDATE THE HREFLANG IMPLEMENTATION 
 USING SEO CRAWLERS BEFORE IT IS LAUNCHED
  48. 48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK AFTER LAUNCH, MONITOR ANY REMAINING ISSUES WITH THE GOOGLE SEARCH CONSOLE INTERNATIONAL REPORT GOOGLE SEARCH CONSOLE
  49. 49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK NOT ATTRACTING THE EXPECTED TRAFFIC? LOCALIZE AND OPTIMIZE YOUR CONTENT
  50. 50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK IT’S CRITICAL TO UNDERSTAND YOUR TARGET AUDIENCE SEARCH PREFERENCES IN EACH MARKET VACATION IN THE UK PUBLIC HOLIDAYS IN THE US
  51. 51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK IT’S FUNDAMENTAL TO DEVELOP A SPECIFIC KEYWORD RESEARCH PER MARKET WITH NATIVE SUPPORT SEMRUSH, KWFINDER, AHREFS, SISTRIX
  52. 52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TO IDENTIFY SPECIFIC TERMS, PREFERENCES, TRENDS AND SEASONALITIES IN EACH MARKET GOOGLE TRENDS, GOOGLE KEYWORD PLANNER
  53. 53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK USE IT TO LOCALIZE EVERY ASPECT OF YOUR WEB 
 CONTENT: URLS, TITLE, META DESCRIPTION, NAVIGATION
  54. 54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK AVOID LEAVING CRITICAL AREAS OF YOUR CONTENT WITHOUT LOCALIZING USING THE RELEVANT TERMS
  55. 55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TO FACILITATE THE PAGES LOCALIZATION PROCESS CREATE A MATRIX SPECIFYING THEIR ALTERNATE VERSIONS
  56. 56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca> English Title THEN CREATE ANOTHER W/ PATTERNS TO GENERATE 
 THE MAIN CONTENT ELEMENTS FOR EACH PAGE VERSION Spanish Title
  57. 57. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK THE GOAL IS TO CONNECT WITH EACH OF YOUR AUDIENCES PREFERENCES WITH YOUR WEB EXPERIENCE
  58. 58. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK PRIORITIZE YOUR INTERNATIONAL TARGETED MARKETS ASSESSING AND SELECTING THE BEST INTERNATIONAL WEB STRUCTURE FOR YOU CORRECTLY GEOLOCATING YOUR INTERNATIONAL WEB PAGES LOCALIZING YOUR CONTENT BASED ON YOUR AUDIENCE PREFERENCES BY FOLLOWING THESE STEPS YOU’LL AVOID THE MOST COMMON INTERNATIONAL SEO CHALLENGES…
  59. 59. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK TO TARGET, LOCALIZE AND GROW YOUR INTERNATIONAL WEB ORGANIC SEARCH VISIBILITY AND TRAFFIC
  60. 60. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK IN INTERNATIONAL MARKETS THAT ARE ALSO PROFITABLE
  61. 61. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK IT’S TIME TO GROW ABROAD #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DK
  62. 62. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI AT #FO19DKHTTPS://YOUTUBE.COM/C/CRAWLINGMONDAYSBYALEYDA TAK, #FO19DK! 
 DO YOU WANT TO LEARN MORE ABOUT SEO? TAKE A LOOK AT CRAWLING MONDAYS!

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