3 WAYS TO GET LOST IN INTERNATIONAL SEO (AND HOW TO FIND SUCCESS)

Transcription

1 3 WAYS TO GET LOST IN INTERNATIONAL SEO (AND HOW TO FIND SUCCESS)

2 HELLO! I M ALEYDA SOLIS * 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 * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 ORAINTI.COM #IN TE RNATI ONALSEO FROM #ORAIN TI

3 I VE HAD THE CHANCE TO HELP SOME GREAT BRANDS

4 TODAY I M EXCITED TO SHARE WITH YOU

5 TAKING YOUR BUSINESS ABROAD IS A NATURAL WAY TO GROW

6 HOWEVER, THE PROCESS CAN BECOME COMPLEX DUE TO 3 COMMON INTERNATIONALIZATION CHALLENGES 1 LACK OF RESOURCES MAINTAIN YOUR INTERNATIONAL WEB PRESENCE 2 NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE 3 RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES

7 1 LACK OF RESOURCES TO MAINTAIN ALL INTERNATIONAL WEB PRESENCE

8 1 IT S WHY YOU NEED TO PRIORITIZE YOUR INTERNATIONAL MARKETS

9 IDENTIFY WHICH COUNTRIES AND LANGUAGES ARE ALREADY BRINGING TRAFFIC AND CONVERSIONS TO YOUR SITE ANALYTICS #IN TE RNATI ONALSEO BY FROM #ORAIN TI

10 THOSE MARKETS THAT YOUR COMPETITION AND INDUSTRY LEADERS ARE ALREADY PROFITING FROM TRAFFICFROM ANALYSIS #IN TE RNATI ONALSEO SEMRUSH #ORAIN TI

11 VERIFY WHICH ARE THE COUNTRIES WITH MORE SEARCH TRAFFIC POTENTIAL IN YOUR INDUSTRY SEMRUSH #IN TE RNATI ONALSEO FROM #ORAIN TI

12 CONSIDER THE LEVEL OF EXISTING ORGANIC SEARCH COMPETITION IN THESE MARKETS SERPCHECKER #IN TE RNATI ONALSEO FROM #ORAIN TI

13 ALIGN THIS WITH YOUR OWN MULTILINGUAL AND INTERNATIONAL OPERATIONS CAPACITY COUNTRY UK Spain SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET SEARCH ENGINE USED CAPACITY TO PERFORM BUSINESS High 500,000 searches per month Positive Google High Affiliate Medium 300,000 searches per month Low Social Affiliate SEARCH CURRENT ORGANIC COMPETITION SEARCH TRAFFIC LEVEL 100 per month 50 per month Positive Google OTHER TRAFFIC DRIVES

14 IDENTIFY IF YOU SHOULD WHETHER LANGUAGE OR COUNTRY TARGET FIRST IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS? Yes No IS THERE ENOUGH TRAFFIC & CONVERSIONS TO TARGET EACH COUNTRY? Yes No COUNTRY TARGETING LANGUAGE TARGETING

15 REMEMBER THAT THIS SHOULD BE ABOUT YOUR OWN ORGANIZATION RESOURCES AND PRIORITIES TOO COUNTRY TARGET LANGUAGE TARGET

16 VERIFY IF THERE S ENOUGH ORGANIC SEARCH TRAFFIC TO COMPENSATE YOUR WEB ACTIVITY

17 NOW YOU CAN DECIDE WHICH INTERNATIONAL SEARCH MARKETS TO TARGET YOUR INTERNATIONAL TRAFFIC POTENTIAL Yes > VISITS & CONVERSIONS FOR A BREAK-EVEN No Might be too early CONTINUE WITH THE INTERNATIONAL WEB & SEO PROJECT BUY & SECURE YOUR CCTLDS FOR FUTURE ACTIVITY CREATE CUSTOM ALERTS CREATE A PILOT PROJECT PRIORITIZING MAIN PAGES

18 2 NOT BEING ABLE TO RANK WELL W/ THE INTERNATIONAL WEB STRUCTURE

19 2 IT S WHY IT S VITAL TO ASSESS & SELECT THE BEST WEB STRUCTURE

20 AVOID USING SCRIPTS OR COOKIES TO SHOW INTERNATIONAL VERSIONS W/ THE SAME URLS

21 DON T USE PARAMETERS FOR YOUR INTERNATIONAL WEB STRUCTURE, SPECIALLY FOR COUNTRIES

22 IF YOU RE COUNTRY TARGETING, SELECT BETWEEN CCTLDS, SUBDIRECTORIES & SUBDOMAINS CCTLDS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS es-es.yourbrand.com/ es-es.yourbrand.com/categoria-a/

23 EACH HAVE PROS & CONS TO COUNTRY TARGET CCTLDS * Ideal alternative to geolocate if competition is not too high * Need more technical resources * Need more efforts to grow popularity with a new domain SUB-DIRECTORIES W/ GTLDS * 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 SUB-DOMAINS W/ GTLDS * 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

24 YOU CAN T USE SUBDIRECTORIES OR SUBDOMAINS TO GEOLOCATE CCTLDS TO OTHER COUNTRIES

25 TAKE ALSO INTO CONSIDERATION THAT GOOGLE DOESN T SUPPORT REGIONS THAT ARE NOT COUNTRIES TO GEOTARGET

26 ALTHOUGH YOU MIGHT FIND THAT THEY ALSO HAVE SOME REGIONAL CONTENT THEMSELVES

27 IF YOU RE LANGUAGE TARGETING, SELECT BETWEEN USING SUBDIRECTORIES OR SUBDOMAINS SUB-DIRECTORIES W/ GTLDS SUB-DOMAINS W/ GTLDS es.yourbrand.com/ es.yourbrand.com/categoria-a/

28 WHICH ALSO HAVE PROS & CONS TO LANGUAGE TARGET SUB-DIRECTORIES W/ GTLDS * 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 SUB-DOMAINS W/ GTLDS * Need more technical resources * Need more efforts to grow popularity * Generates shorter URL structure which can be better for larger sites

29 VERIFY THE DOMAIN TYPES AND AUTHORITY OF THE TOP SITES RANKING IN YOUR DESIRED MARKET SERPCHECKER #IN TE RNATI ONALSEO FROM #ORAIN TI

30 CHOOSE YOUR INTERNATIONAL WEB STRUCTURE ACCORDINGLY WHAT S YOUR INTERNATIONAL TARGET? Country No Language Yes No Are your top competitors using cctlds? Yes USE GEOLOCALIZED SUBDIRECTORIES Is the domain authority of your competition higher? Do you need a flatter & differentiated structure? Yes No USE CCTLDS Yes Is the domain authority of your competition higher? USE SUBDIRECTORIES No USE SUBDOMAINS

31 IT S CRITICAL TO BE CONSISTENT IN THE TARGETING TO AVOID CONFUSION (THAT COULD GET LATER REFLECTED IN FURTHER CONFIGURATION) AND ALIENATING YOUR USERS

32 3 RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES

33 3 IT S WHY IT S CRITICAL TO LOCALIZE AND GEOLOCATE EACH VERSION

34 MISALIGNED PAGES WILL HAVE WORSE RANKINGS, CTR, USER EXPERIENCE AND CONVERSIONS SEARCH FROM CONSOLE #IN TE RNATI ONALSEO GOOGLE #ORAIN TI

35 CHECK IF YOU RE SUFFERING FROM SEARCH RESULTS MISALIGNMENT PROBLEMS ALREADY SEARCH SEMRUSH, AHREFS #IN TE RNATIGOOGLE ONALSEO BY FROM SISTRIX, #ORAIN TI

36 USE VPNS OR THE CHROME DEVTOOLS "SENSORS" GEOLOCATION OPTION TO EMULATE ANY LOCATION AND VERIFY IF YOU RE DOING IT

37 VERIFY WHICH DOMAIN EXTENSIONS ARE TREATED AS GENERIC BY GOOGLE TO GEOLOCATE IF NEEDED

38 REGISTER & GEOLOCATE IN SEARCH CONSOLE EACH SUB-DIRECTORY/DOMAIN TO COUNTRY TARGET SEARCH FROM CONSOLE #IN TE RNATI ONALSEO GOOGLE #ORAIN TI

39 IT S BETTER TO AVOID AUTOMATIC REDIRECTS BASED ON THE IP LOCATION REDIRECTFROM TRACE #ORAIN TI #IN TE RNATI ONALSEO

40 REDIRECTS CAN GIVE A BAD USER EXPERIENCE AND END-UP DAMAGING YOUR WEB VERSIONS CRAWLABILITY

41 SUGGEST THE RELEVANT INTERNATIONAL WEB VERSION INSTEAD

42 LOCALIZE EVERY ASPECT OF YOUR WEB CONTENT: URLS, TITLE, META DESCRIPTION, NAVIGATION

43 AVOID LEAVING CRITICAL AREAS OF YOUR CONTENT WITHOUT TRANSLATING/ LOCALIZING

44 GET NATIVE SUPPORT, EVEN IF YOUR DIFFERENT INTERNATIONAL WEBSITES ARE IN THE SAME LANGUAGE

45 TO FACILITATE THE PAGES LOCALIZATION PROCESS CREATE A MATRIX SPECIFYING THEIR ALTERNATE VERSIONS

46 THEN CREATE ANOTHER W/ PATTERNS TO GENERATE THE MAIN CONTENT ELEMENTS FOR EACH PAGE VERSION English Title <Characteristic> <Main Keyword> in <Location>: +<No. Of Items> by <Brand> Spanish Title <Palabra Clave> <Característica> en <Ubicación>: +<No. de Products> por <Marca>

47 INDICATE EACH PAGE INTERNATIONAL TARGETING WITH THEIR META & HTML LANG TAG #IN TE RNATI ONALSEO FROM #ORAIN TI

48 AS WELL AS YOUR PAGES LANGUAGE AND COUNTRY TARGET AND THEIR ALTERNATES WITH HREFLANG #IN TEHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN RNATI ONALSEO FROM #ORAIN TI

49 EVERY PAGE SHOULD INCLUDE ITS LANGUAGE & COUNTRY TARGETING, AND POINT TO ITS OTHER VERSIONS brand.com/dogs/ English for the US <link rel="canonical" href=" /> <link rel="alternate" hreflang= en-us" href= /> English for the US <link rel="alternate" hreflang= es-us"default href= /> <link rel="alternate" hreflang= en-gb" href= /> brand.com/es/perros/ Spanish for the US brand.co.uk/dogs/ English for the UK <link rel="canonical" href= /> <link rel="alternate" hreflang= en-us" href= /> <link rel="alternate" hreflang= es-us" href= /> <link rel="alternate" hreflang= en-gb" href= /> <link rel="canonical" href= /> <link rel="alternate" hreflang= en-us" href= /> <link rel="alternate" hreflang= es-us" href= /> <link rel="alternate" hreflang= en-gb" href= />

50 WHILE KEEPING THEIR CANONICAL TAGS SELF-POINTING TO EACH PAGE AS ITS OWN ORIGINAL VERSION brand.com/dogs/ English for the US <link rel="canonical" href=" /> <link rel="alternate" hreflang= en-us" href= /> English for the US <link rel="alternate" hreflang= es-us"default href= /> <link rel="alternate" hreflang= en-gb" href= /> brand.com/es/perros/ Spanish for the US brand.co.uk/dogs/ English for the UK <link rel="canonical" href= /> <link rel="alternate" hreflang= en-us" href= /> <link rel="alternate" hreflang= es-us" href= /> <link rel="alternate" hreflang= en-gb" href= /> <link rel="canonical" href= /> <link rel="alternate" hreflang= en-us" href= /> <link rel="alternate" hreflang= es-us" href= /> <link rel="alternate" hreflang= en-gb" href= />

51 USE ISO VALUES FOR LANGUAGES AND ISO FOR COUNTRIES #IN TEHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN RNATI ONALSEO FROM #ORAIN TI

52 YOU CAN ALSO OPTIONALLY USE USE THE XDEFAULT VALUE FOR UNMATCHED INTERNATIONAL VERSIONS #IN TEHTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN RNATI ONALSEO FROM #ORAIN TI

53 YOU CAN ADD HREFLANG IN THE HTML HEAD OR IN XML SITEMAPS, AS WELL AS HTTP HEADERS Include them in HTML in sites with lower number of versions & coding flexibility Use XML Sitemaps in non-flexible sites with a high number of versions

54 UNFORTUNATELY, IT S COMMON TO GENERATE THEM WITH ERRORS

55 FOR REAL

56 REALLY

57 AVOID HREFLANG ISSUES BY FOLLOWING THIS IMPLEMENTATION AND VALIDATION PROCESS ASSESS THE LANGUAGES AND COUNTRIES HREFLANG IMPLEMENTATION SCOPE CHOOSE THE HREFLANG IMPLEMENTATION METHOD SPECIFY THE HREFLANG CODE PATTERN ESTABLISH HREFLANG BEST PRACTICES GUIDELINES TO BE FOLLOWED WHEN A NEW PAGE IS PUBLISHED MONITOR AND TROUBLESHOOT THE HREFLANG IMPLEMENTATION AFTER LAUNCH VALIDATE THE HREFLANG IMPLEMENTATION IN A TEST ENVIRONMENT #IN TE RNATI ONALSEO FROM #ORAIN TI

58 PRIORITIZE THE HREFLANG IMPLEMENTATIO N IN THE PAGES SUFFERING OF RANKINGS MISALIGNMENT DESPITE HAVING BEEN LOCALIZED ALREADY

59 USE THE CORRECT ANNOTATIONS AND VALUES BY GENERATING HREFLANG PATTERNS WITH THIS FREE GENERATOR TOOL

60 YOU CAN ALSO USE THE HREFBUILDER FOR COMPLEX ENTERPRISE ENVIRONMENTS #IN TE RNATI ONALSEO BY FROM #ORAIN TI

61 VALIDATE THE HREFLANG IMPLEMENTATION USING SEO CRAWLERS BEFORE IT IS LAUNCHED DEEPCRAWL, SCREAMING FROG, RYTE, BOTIFY DEEPCRAWL #IN TE RNATI ONALSEOSITEBULB, FROM #ORAIN TI

62 CHECK IF ALL THE URLS HAVE BEEN TAGGED CORRECTLY AND ARE INDEXABLE DEEPCRAWL, SCREAMING FROG, RYTE, BOTIFY #IN TE RNATI ONALSEOSITEBULB, FROM #ORAIN TI

63 AFTER LAUNCH, MONITOR ANY REMAINING ISSUES WITH THE SEARCH CONSOLE INTERNATIONAL REPORT SEARCH FROM CONSOLE #IN TE RNATI ONALSEO GOOGLE #ORAIN TI

64 AS WELL AS HREFLANG CHECKERS WHEN SPECIFIC VALIDATION IS NEEDED #IN TE RNATI ONALSEO FROM #ORAIN TI

65 DOCUMENT THE PROCESS AND ESTABLISH HREFLANG BEST PRACTICES TO BE FOLLOWED W/ NEW PAGES WHICH INTERNATIONAL VERSIONS WERE INCLUDED/EXCLUDED AND WHY? WHICH PAGES OF THOSE INTERNATIONAL VERSIONS WERE INCLUDED/EXCLUDED AND WHY? WHICH IMPLEMENTATION METHOD WAS CHOSEN AND WHY? WHICH TOOLS WERE SELECTED TO GENERATE, TEST AND MONITOR HREFLANG? WHEN AND WHERE THE HREFLANG IMPLEMENTATION SHOULD BE TESTED BEFORE ANY RELEASE? HOW OFTEN THE HREFLANG ANNOTATIONS SHOULD BE CHECKED AND WHO WILL DO IT? #IN TE RNATI ONALSEO FROM #ORAIN TI

66 WITH THESE STEPS YOU LL BE ABLE TO TARGET, LOCALIZE AND GROW YOUR INTERNATIONAL WEB VISIBILITY

67 IN INTERNATIONAL MARKETS THAT ARE ALSO PROFITABLE

68 IT S ABOUT AVOIDING THESE 3 COMMON INTERNATIONAL SEO CHALLENGES 1 LACK OF RESOURCES MAINTAIN YOUR INTERNATIONAL WEB PRESENCE 2 NOT BEING ABLE TO RANK WELL WITH THE CHOSEN INTERNATIONAL WEB STRUCTURE 3 RANKING IN INTERNATIONAL SEARCH RESULTS WITH THE WRONG PAGES

69 BY FOLLOWING THESE 3 INTERNATIONAL SEO PHASES PRIORITIZE YOUR INTERNATIONAL MARKETS ASSESS & SELECT THE BEST WEB STRUCTURE LOCALIZE AND GEOLOCATE EACH VERSION

70 THANKS