The key ingredients for international SEO success MKTFest

The Key Ingredients for International SEO Success in Competitive Countries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Ahoj Brno #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Ahoj Brno I AM I SHARE I DO SEO ORAINTI.COM I WRITE @ALEYDA I SPEAK #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Finding the right ingredients to Conquer International Search Markets can be tough… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI But we have Google’s Best Practices Recipes don’t we? https://support.google.com/webmasters/answer/182192?hl=en #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? Depends on your current configuration & your market search results & competitors #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI How you you connect with foreign users & compete with local brands? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI How you you connect with foreign users & compete with local brands? Depends on the cultural preferences & characteristics of your audience & competitors #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI How you avoid ending up with too many international versions you can’t maintain? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify the characteristics of the links & mentions you need to grow your authority vs your competitors Traffic Channels Characteristics Audience share behavior & search seasonality Popular Topics Local Influencers & Top Referrers Local Competitor Authority Profile Popular Content Characteristics #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI What’s the gap from an authority perspective with your international competitors? There are foreign markets where local & multinational players not have a high level of authority (or optimization) necessarily, which you can profit from #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify your International audiences preferences: What content they prefer? www.buzzsumo.com www.cognitiveseo.com #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which are their favorite social networks and how they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which other sites they visit? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Who are the influencers there to connect with 
 and how they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which relevant & authoritative local sites could you outreach to collaborate? www.kerboo.com #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which relevant & authoritative local sites could you outreach to collaborate? www.kerboo.com #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify seasonality, local festivities, news & trends that you can leverage #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Use this to develop & promote your content & overall brand presence in the new markets #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI They can it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI They can it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Forget about low
 International Authority #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to create your own successful International SEO Recipes with these ingredients #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Díky! Dotazy? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI [...]... through the main Ingredients to solve these issues by creating your own successful International SEO recipes #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Selecting The International Markets w/ the Highest Potential #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Don’t rely exclusively in completely automatized tools to validate the potential of international markets UPS! #INTERNATIONALSEO... competitors? How are they performing for them? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You can use SEMrush, Sistrix or SearchMetrics alternatively to verify this too #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … and how you’re already performing for these markets even if you’re still not targeting them? This will be your starting point #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA... Conversion Rate #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Use the International ROI calculator to make it easier http://www.aleydasolis.com/en/ international- seo- tools/roi-calculator/ #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to make a decision regarding the 
 International search markets to target Your International traffic potential > Visits & Conversions for a break-even... initial SEO status, your authority & how optimized your competitors are #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Yikes! They’re not necessarily that helpful with your “personalized” needs #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Stop acting like a COOK & become a CHEF, to create your own recipes… you need to know the ingredients well first though #INTERNATIONALSEO AT #MKTFEST. .. Verify the traffic trend, used devices, 
 ranked keywords, pages & conversion performance Use Google Analytics & Search Console #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Expand the keywords with a research 
 to identify search patterns & opportunities Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Assess the. .. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify the top country markets in your industry that you’re still not targeting & their search traffic share Use SimilarWeb #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which countries have the highest search traffic volume? Which are the top keywords & competitors? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which of these are already... with the international Web & SEO project Buy & secure your ccTLDs for future activity Create custom alerts in GA Create a pilot project prioritizing main pages For most important countries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Say Goodbye to Non-Beneficial International Web Versions! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Establishing in your selected markets with the. .. & Share Keywords Devices Other 
 Traffic 
 Drivers Competitors Authority #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Seasonality & Trend Verify if there’s enough organic search traffic to compensate profitable Web operations Number of Conversions for a break-even Number of visits for a 
 break-even = = Cost of international Web project Average conversion value No of Conversions for Break-even... more complex sites
 More efforts to geolocate #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Be careful when “mixing” the different Web structures UPS! This is a subdomain, not really a ccTLD, doesn’t have its benefits and all the cons! Better to use linet.co.uk The additional /ru/ subdirectory is not needed if you’re already using a ru ccTLD #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI... with the right International targeting #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Should your target countries or languages with 
 your International Web Presence? Is location a factor that influence your Web operations? Yes No Is there enough traffic & conversions to target each country? Yes Country Targeting No You can start with Language Targeting #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA ... #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Let’s go through the main Ingredients to solve these issues by creating your own successful International SEO recipes #INTERNATIONALSEO AT #MKTFEST BY... Non-Beneficial International Web Versions! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Establishing in your selected markets with the right International targeting #INTERNATIONALSEO AT #MKTFEST. .. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI As well as their level of authority vs yours #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You can use these tools to verify international