The Need for Multilingual SEO

@RichardMBrooks #LocWorld31
Engaging Global Customers
The Need for Multilingual SEO
The Need For Multilingual SEO
Richard Brooks

Download this slidedeck from here:
http://tinyurl.com/MLSEO2016

Why is SEO important?

@RichardMBrooks #LocWorld31 Search performed on 18th May from Milton Keynes UK
* Source moz.com
PAID
ORGANIC
20% of clicks*
80% of clicks*

Front page FT. 23rd September 2015.
http://www.techinsider.io/google-charges-advertisers-for-robot-views-2015-9
http://www.glitch.news/2015-10-09-google-busted-for-fraud.html
http://time.com/4060575/alphabet-google-dont-be-evil/

@RichardMBrooks #LocWorld31 Data Source: Chitika.com

“The best place to
hide a dead body is
on the 2nd page of
the search results.”
- Tea Dietterich

Evolution of Search
10000 BC 1000 BC
2007…1980s

• Optimise pages
• Beg for links
• Anchor text
• Use exact match domains
• Worry about being too black
hat
• Concentrate on pagerank
• Build relationships
• Develop brands
• Create interest
• Structured Data
• Engage on Social Media
• Create unique content
• Build equity for users
• Still beg for links
We’ve come from
a world where we
used to… … and now we.

“The internet is not a
friendly place. Things
that don’t stay relevant
don’t even get the luxury
of leaving ruins. They
disappear”
http://benbarry.com/project/facebooks-little-red-book

What is
working towards?
http://multivax.com/last_question.html
Is it this?

Why Multilingual?
(the whole world speaks English right?)

PAGE 72

Notice the time it
took to shift to the
west and time it
will take to shift
back to the east
(actually at a
speed of 140
kilometres a year,
the fastest in
history).

Each colour represents a billion people

More people live inside the circle than outside of it

If everyone lived as densely as they do in Mumbai…
… We’d all fit in Germany

THE NEED FOR MULTILINGUAL SEO | 22
40% of the world population has an internet
connection today. From almost nothing in
the early 90s the number of internet users
increased tenfold from 1999 to 2013.

There are now approx 3.2 billion people
online (which is about the same as
the world population in 1962).

More information is here…
http://www.internetlivestats.com/internet-users-by-country/

Add
http://www.kpcb.com/internet-trends
to your reading
list.

Do your own research:
http://www.alexa.com/topsites/countries

Rich’s 11 steps to
ML SEO Heaven.

K-international.com
Top ten cities
1. London
2. New Delhi
3. Sydney
4. New York
5. Melbourne
6. Samara
7. Brisbane
8. Moscow
9. Dublin
10.Singapore
Ignore this
1. Identify opportunity

2. Internationalise Keywords

English, who
needs that?
I'm never going to
England!

Number of
conversions
for break
even
Cost of international web project
Average conversion value=
Number of
visits for
break even
Number of conversions for break even
Average conversion value=
3. Do your maths, set SMART goals
More ROI calcs at: http://www.optimizesmart.com/category/roi/
If you can’t get the
numbers to work it
might just be too early.
Do consider buying the
ccTLDs (blocks
competition).

4. Track Competitors & Landscape
PEST
5 Forces
RBV/VRIN
Strategy Canvas
Business Model Canvas
Alexa/Ahrefs

Look for
international
keywords with a
high payout and
low competition.

Put all the webpages in their
own structure. Make sure they
are all indexable in their own
right.
Don’t use cookies or scripts.
"Om nom nom nom"

ccTLDs, Subdomains or Subdirectories?
5. Set Domain Strategy
ccTLDs
www.domain.fr
Subdomains
fr.domain.com
Subdirectories
www.domain.com/fr
• Obvious signal to search
engines
• Easiest way to rank locally
• Expensive
• Domain authority for each
site
• Less maintenance hours than
ccTLDs
• Weak signal to search
engines
• Local users prefer local
domains
• Easier to maintain than
ccTLDs
• Consolidates domain
authority
• Weak signal to search
engines
• Dilutes domain authority
Pros Cons

6. Localisation Strategy

And it needs to be driven by your international keyword research.
What should I translate?

Can I use Google Translate?

Source:
https://support.google.com/webmasters/answer/182192?hl=en

HREFLang

When websites serve users from around the
world with content translated or targeted to
users in a certain regions Google uses
the rel="alternate" hreflang="x" attributes to
serve the correct language or regional URL in
the Search results.
explains it as…

You can tell Google (and Yandex)
which version of your website to
display in the search engine results
for each region.

Hreflang Tag Generator
http://www.internationalseomap.com/hreflang-tags-generator/

7. Tell the search engines

8. Use Structure

9. Find Influencers
Here’s some tools to help. All have language/region
support…
https://moz.com/followerwonk/
http://topsy.com/
http://simplymeasured.com/
https://www.google.com/trends/
Create cool stuff they’ll love, talk to them in their own
language, create a community, measure what works,
improve, rinse and repeat. Highlighted this because it’s the secret to life.

10. Build Links
support…
www.buzzstream.com/
https://www.google.co.uk/alerts
http://cognitiveseo.com/
http://linkprospector.citationlabs.com/
Make yourself the same then different. Look at who
and why people link to your competitors. Not all links
are equal.

11. Measure Everything
support…
https://www.awrcloud.com
https://ahrefs.com (new feature… not used on a client project yet)
http://www.semrush.com/
Every day. Look at the SERPs. Look what works. Give
feedback to content creation/loc teams.

Here’s one we made earlier (for London)…

… US rankings climbing by accident

Richard Brooks
uk.linkedin.com/in/richardbrooks
twitter.com/@RichardMBrooks
plus.google.com/+RichardBrooks_L10N
0044 1908 557900
Richard.Brooks@k-international.com
www.k-international.com
Download this slidedeck from here:
http://tinyurl.com/MLSEO2016
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consultancy for
every audience
member

The Need for Multilingual SEO

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