GoDaddy Blog: Learn How To Deploy Your Blog Globally - One Market at A Time Christopher Carfi, ccarfi@godaddy.com Garth O Brien, gxobrien@godaddy.com Monica Catunda, mcatunda@godaddy.com #LocWorld38
GoDaddy Blog: Learn How To Deploy Your Blog Globally - One Market at A Time Christopher Carfi, ccarfi@godaddy.com Garth O Brien, gxobrien@godaddy.com Monica Catunda, mcatunda@godaddy.com
Who's here? Christopher Carfi Content Marketing Garth O'Brien SEO Monica Catunda Global Platform 3
Going global with content 4
What is content marketing? Content marketing is telling your audience awesome stories that result in action. 5
What is content marketing? Content marketing is telling your audience awesome stories that result in action. 6
What is content marketing? Content marketing is telling your audience awesome stories that result in action. 7
What is content marketing? Content marketing is telling your audience awesome stories that result in action. 8
GoDaddy Blog: 15 countries, 8 languages, over 8MM visitors/year 9
Content: What it takes Infrastructure (WordPress/WPML) Content production expertise Process design, process management Demonstrating value (KPIs, ROI) (and managing expectations...and doing reporting) Support for multiple content types: video, slideshows, graphics, Facebook Live, and more 10
Global infrastructure WordPress with WPML plugin, hosted on GoDaddy Managed WordPress + + 11
Content production expertise Clear metrics Clear goals Strong understanding of SEO Editorial calendar Single process, local execution around the globe 12
Secret sauce the global content marketing playbook Sample content, p. 43 The Checklist 13 Clear topic/focused search phrase Compelling title, includes topic Strong intro paragraph, includes topic First subheading includes topic phrase Summary list sections Sections with subheadings match summary Images optimized for size Images include alt text Embed videos, if available Add links to related content Recap main points with closing statement Final CTA to website, product, or email capture Include metadata from tag taxonomy Include social sharing metadata Full QA before submitting or scheduling 43
Demonstrating value Clear KPIs Integration with Google Analytics and internal reporting tools Daily / Weekly / Monthly / Yearly reports available Key KPIs include Total traffic Organic traffic Engagement (e.g. Time on page, Bounce rate) Revenue contribution All KPIs tracked by country / region / channel 14
Support for content comes in many forms Text Slideshows Images Video Infographics Podcasts If it's a digital format, we probably support it 15
Delivering content to international customers Solve for the global audience Build authority Replicate the robustness of the process to a large number of markets 16
Key point: Deep synergy with SEO efforts Know what customers care about and know what customers are entering into search Deliver that content in a technical manner that works both for customers and search engines 17
Global SEO 18
Search Engines 19
Three Pillars of SEO Structure Content Authority Mobility Code & URL Structure On-Page Elements SEO-Friendly CMS Own All Terms Unique & Quality Keyword Research Customer Demand Social Sharing Social Promotion Linkable Content Establish Authors 20
Everyone Learns Anyone that builds and designs the website Anyone that writes or creates content Anyone that publishes the content 21 Copyright 2017 GoDaddy Inc. All Rights Reserved.
The Loop SEO discovers what people are searching for The well-trained team sources authors / experts Content is published, monitored and fine tuned Rinse and repeat 22 Copyright 2017 GoDaddy Inc. All Rights Reserved.
Always Based in Data Keyword Research Competitor Review Social Response Web Analytics Tools Conductor, SEMrush 23 Copyright 2017 GoDaddy Inc. All Rights Reserved.
Keyword Research Review internal site search data Utilize Google Keyword Planner Review the Paid Search performance data Answer the Public 24 Copyright 2017 GoDaddy Inc. All Rights Reserved.
Did it Work What to Measure Traffic by channel Revenue by channel Top entry pages Keyword ranking Number of conversions by channel Average order size by channel Time on site Average page views 25 Copyright 2017 GoDaddy Inc. All Rights Reserved.
Alternate Product Pages 99 Cent Domain Names Never remove a page to correct a content issue. Just correct the content. 26 Copyright 2017 GoDaddy Inc. All Rights Reserved.
Does It Work? Content is King for search engine visibility. Optimized content rules the SERPs when coupled with understanding what your users are searching for. Organic Referral Traffic (Marketing & Shop) Marketing Site vs Shop Site 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Content Marketing Start 2012 2013 2014 2500000 2000000 1500000 1000000 500000 0 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2013 2014 27 Copyright 2017 GoDaddy Inc. All Rights Reserved.
What we've learned 28
Conflicting Forces Generic, Culturally Neutral Content (Global Expansion) Locally Relevant Content (Market Depth) Content Replication Original Content Terminology Consistency Content Optimization Distributed Contribution Quality Control 29
Generic, Culturally Neutral Content Vs Locally Relevant Content Encourage gradual transition to local original production (organic traffic, page value) from initial kickstart with US repurposed content Start with developing and strengthening processes and workflows for a regular cadence of content publication And then push for original, local articles 30
Content Replication EN-US = EN-CA = EN-AU 31
Content Adaptation EN-US EN-CA Stats adapted to Canada 32
Content Translation 33
Original Content National celebration in Canada 34 Business strategy specific to India Local business in Turkey
Terminology Consistency Vs Content Optimization Content Governance: ensure consistency (voice, tone, style, terminology) Focus on pure Linguistic Quality shifted to Linguistic Quality + Optimization 35
Distributed Contribution Vs Quality Control Distributed teams across 7 geographic editorial locations (hubs) Design and Layout: Seamless Brand Integration (common theme) Playbook WPML credentials setup by role (restricted admin access) QA Centralized support (onboarding new teams, ongoing support) Communications regular WW meetings, best practice sharing, celebrate wins, discuss issues, nurture a culture of experimentation, organic collaboration 36
Key Takeaways When building your global Blog, follow these principles: Solve for the global audience Build authority, in every targeted market Establish deep synergy with SEO efforts Replicate the robustness of the process to a large number of markets 37
Q&A 38
#LocWorld38
Appendix 40
41
Where Next? Expand to more markets: Manageability, Cost Model How to tap into local expertise? Continue to build a locally relevant, unique, optimized content pipeline across more geos o Access to a freelancer network o Content pipeline o Recommendations o Tooling o Market specific channels of content consumption (e.g. WeChat, preferred digital language, Global SEO) o Explore alternative form factors 42
Conflicting Forces Generic, Culturally Neutral Content (Global Expansion) Locally Relevant Content (Market Depth) Content Replication Original Content Terminology Consistency Content Optimization Distributed Contribution Quality Control 43
Generic, Culturally Neutral Content Vs Locally Relevant Content Encourage gradual transition to local original production (organic traffic, page value) from initial kickstart with US repurposed content Start with developing and strengthening processes and workflows for a regular cadence of content publication And then push for original, local articles 44
Content Replication EN-US = EN-CA = EN-AU 45
Content Adaptation EN-US EN-CA Stats adapted to Canada 46
Content Translation 47
Original Content National celebration in Canada 48 Business strategy specific to India Local business in Turkey
Terminology Consistency Vs Content Optimization Content Governance: ensure consistency (voice, tone, style, terminology) Focus on pure Linguistic Quality shifted to Linguistic Quality & Optimization Examples: =>Learnings from the Blog applied to the Spain Site resulted in a 20-30% improvement in Bounce Rates on 40 top level pages! =>Learnings from the Blog applied to the Turkish site resulted in 31% increase in users and 21% increase in new users just by increasing 1 position in the SERP! 49
Distributed Contribution Vs Quality Control Distributed teams across 7 geographic editorial locations (hubs) Design and Layout: Seamless Brand Integration (common theme) Playbook WPML credentials setup by role (restricted admin access) QA Centralized support (onboarding new teams, ongoing support) Communications regular WW meetings, best practice sharing, celebrate wins, discuss issues, nurture a culture of experimentation, organic collaboration 50
Key Takeaways When building your global Blog, follow these principles: Solve for the global audience Build authority, in every targeted market Establish deep synergy with SEO efforts Replicate the robustness of the process to a large number of markets 51
Q&A 52
Appendix 53
54
Where Next? Expand to more markets: Manageability, Cost Model How to tap into local expertise? Continue to build a locally relevant, unique, optimized content pipeline across more geos o Access to a freelancer network o Content pipeline o Recommendations o Tooling o Market specific channels of content consumption (e.g. WeChat, preferred digital language, Global SEO) o Explore alternative form factors 55