International SEO | John Caldwell | CreatorSEO
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The document discusses search engine optimization (SEO) and growth hacking strategies for growing an international business online. It covers how search engines work, keywords, international SEO, duplicate content issues, and tips for success. Key recommendations include developing an international digital strategy, optimizing for local audiences through localized content, translations, and addressing cultural differences to build relevance in target markets.
International SEO | John Caldwell | CreatorSEO
- 1. SEO and Growth Hacking to grow your International Business Enterprise Ireland eMarketing Event Using the Internet to Compete in International Markets John Caldwell [email protected] 061 513267 086 2410295
- 2. • Introduction • The Search Landscape • How Search Engines Work • Keywords • Growth hacking • International SEO • Duplicate Content • Tips Areas covered:
- 3. • Physicist • Headed up Global Marketing and Intelligence Teams • Founded CreatorSEO, Intelligence Market and Research and Experts • Specialise in helping businesses grow internationally
- 4. Some of our customers ........
- 5. Search Engine Optimisation - Introduction
- 6. It All Starts With Strategy • Which market? • Which country or countries? • Focussing on a region? • Emphasising particular products? Reach Act Convert Engage Digital strategy: Customer analysis Competitor benchmarking On-line partner analysis SWOT Marker-place analysis: Vision and mission Goal setting Analytics Managing digital marketing Goals and KPI’s: Segmentation and targeting Brand position and value proposition Engagement and content strategy Integrated communication strategy Strategy:
- 7. If your not on page 1 of search results you don’t exist!
- 8. Ranking Positions – Averages on Google 0 5 10 15 20 25 30 35 40 45 1 2 3 4 5 6 7 8 9 10 Unknown brand Known Brand
- 9. search engines and social media are the gatekeepers of your Content visibility
- 10. Search engines – How they work?
- 11. What a Search Engine Sees
- 12. Be found on the internet • Ranking – its just a formula…. = 2a+0.7b+12c+9d+2(a- b+d)-1.5e+2f ………….. • … but Google has more than 250 items in its algorithm • … and growing 1 Search terms in the HTML title tag 2 Search terms in the HTML body copy 3 Search terms in bold typeface 4 Search terms in header tags 5 Search term in anchor text in links to a page 6 PageRank of a page (the actual PageRank, not the toolbar PageRank) 7 The PageRank of the entire domain 8 Quality of link partners 9 Type of backlinks that bring anchor text juice for search terms 10 The speed of the web site 11. Search terms in the URL - main URL and page URLs 12. Search term density through body copy (About 3 - 5%?) 13. Fresh content 14. Good internal linking structure 15. Age of the domain 16. Links from good directories 17. Image names 18. Image ALTs 19. Reputable hosting company 20. Diversity of link partners too 21. Geo located search results 22. Rate of new inbound links to your site 23. Relevance of inbound links 24. 301s, 404s, 414s etc 25. Duplicate title/meta tags 26. Participation in link schemes 27. Quantity of backlinks 28. Quantity of linking root domains 29. Quality of linking root domains 30. Link distance from higher authority sites 31. Outgoing followed links from back linked pages
- 14. Artificial Intelligence – Machine Learning RankBrain Is Google’s name for a machine-learning artificial intelligence system used to help ranking
- 15. Paid adverts (PPC) Paid adverts (PPC) Natural or Organic Search (SEO) News Google Search results
- 17. Which? - search engines!
- 19. … but it is usually enough to focus on the main Search Engines • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
- 20. … and let’s not forget
- 21. Strategy Target audience: Language? Culture? what why whowhere when
- 22. Search Pyramid Social Link Building Keyword Research & Targeting Accessible Quality Content Bring all this together with intelligence
- 23. The search demand curve Source: SEOMoz 1 2 3-4 4+
- 24. What is Google looking for?
- 25. Google now also looking at: Keyword relationships and usage – close bonds between keywords on each page Date can be important – most recent content – if applicable Predict what you are looking for! Phrases are unique The intent of your search – information open queries
- 26. Unique content Google likes unique content Does your content on a PAGE meet all the searcher’s needs? Are you better at giving the searcher the information they need?
- 27. Data
- 28. • Data is a strategic asset • Can be a key differentiator for sustained growth, efficiency and compliance • Most data models tend to are siloed, outdated and too narrow
- 29. Knowledge Information / Understanding Data / Facts
- 30. Google Analytics and Webmaster Tools
- 31. Mysiteperformance and Google keyword checker • Test your site on - www.mysiteperformance.com
- 32. Google Alerts & Google News & Google Publisher
- 33. Growth Hacking
- 35. Normally a MARKETERworks side by side with a CODER2011 2012 2013 2014 2015 2016 2017 2018 • Growth hacking is about doing whatever it is to get digital/user results - using the right tactics and practices
- 36. MARKETER and CODER Try things till it works! • What really happens: 20112012 2013 2014 2015 2016 2017 2018
- 37. Marketing incl. SEO Customer Needs Data Growth Hacking Analytics Baseline Create a dashboard Perform AB Testing Create interventions Make changes One Metric That Matters? Talk to customers Make more changes Analysebeforeandafterchanges
- 39. Trading internationally • Common situations: • one country, several languages • one language, several countries
- 40. Trading internationally • What can be done? • domains by country? • main domain and subdirectories per language? • sub domains? • Geo targeting on Google
- 41. Trading internationally • Best option domains by country • creatorseo.com • creatorseo.fr • creatorseo.de • but • complicated to manage and coordinate • one CMS for all or one per domain?
- 42. Trading internationally • Sub-domains or Domain name alias • us.creatorseo.com • fr.creatorseo.com • de.creatorseo.com • Directories by country/language • creatorseo.com/us/ • creatorseo.com/fr/ • creatorseo.com/de/ • One language, several countries • creatorseo.com/es/ • mycompany.com/es-pu/ (Peru) • mycompany.com/es-mx/ (Mexico)
- 43. Trading internationally • Subdomains by country • Search Engines consider subdomains almost a completely different entity than their domain • they don’t inherit most of the domain's relevancy • Example of a sub domain • http://spanish.creatorseo.com • … but are a more integrated approach than having a number of unrelated domain names X
- 44. Trading internationally A new domain starts with ZERO domain authority
- 45. Trading internationally • Directories by country/language • Cheaper • Less technical resources required • Easier to manage and coordinate • Directories contribute to increase the general relevancy of a domain • Domain authority is consolidsted
- 46. Trading internationally • You don’t need multiple websites to rank internationally
- 48. Before internationalising your site • Market research • Site performance • SEO implementation • Speed of site • Number of pages on your site – CPU and Memory • Language or Country targeting • Localisation costs
- 49. Competition
- 50. Competition • On-line competition may not be your traditional competition • Different competitors in different regions SEO is about beating your competition in the targeted geographies
- 51. Audience and be local
- 52. Audience • Know your audience • Cultural • In Mediterranean counties - Internet use is driven more by social factors rather than anything else, • where Nordic countries rely on the internet for more pragmatic, functional purposes. • Language • What are they searching for?
- 53. Keyword Avg. Monthly Searches World wide(exact match only) Avg. Monthly Searches US (exact match only) Avg. Monthly Searches UK (exact match only) Avg. Monthly Searches Canada (exact match only) Avg. Monthly Searches Germany (exact match only) Avg. Monthly Searches France (exact match only) Avg. Monthly Searches China (exact match only) Avg. Monthly Searches India (exact match only) hotels in dublin 49,500 1,900 18,100 390 590 110 10 90 dublin hotels 33,100 3,600 18,100 880 480 140 10 70 hotels dublin 18,100 590 6,600 170 1,000 390 10 10 hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10 And that’s just English!
- 55. Local content • Use local addresses and contact information • Add local case studies/ testimonials • with names and images • Customise content for each country or market • More relevant, increases local link building opportunities, and decreases duplicate content • Currency
- 57. Basic requirements for any website A web site is a bit like an advert! • Clear purpose • Easy to use / intuitive • High impact - you have only 4 seconds to impress! • Optimised for visitors • Target audience • Easily found by the target audience • Content must be dynamic and interesting
- 58. Design and usability • Different countries prefer different design aesthetics • Recreating your website in a different language may not be enough • Get feedback on your site from locals in your target country
- 60. Duplicate Content and Languages • Google and Bing have clearly said to keep one language on one URL. - Proxied content - Content served by a cookie - Side-by-side translations Can be very problematic for search engines to index a page in one language. You want 1 URL = 1 language
- 61. Duplicate Content and Language Flags • Hreflang tags are intended to ensure the correct localised page is seen by Google • You can have multi-country targeted content in the same language. - You need to combine hreflang tags + some localisation!
- 62. Ways to avoid Duplicate Content • Use Hreflang tags • Localised keyword optimisation • Have local content … maybe testimonials • Name Address, Phone, Currencies, Google Business profile • Localised HTML sitemaps • Localised navigation and home page features that cater to specific audiences • Localised images that resonate with the audience • Obtain links from local links
- 63. Some Final Tips • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google Places • Manage your site links • Get a local mailing address • Use a translator! • Value proposition • Call to action • Speed • User experience • Relevant and unique content Google shows search results based on what's best for the user
- 64. International Success The key to international success is localising while still maintaining a globally unified brand.
- 65. Enjoy the rest of the day John Caldwell [email protected] 061 513267/ 01 5313061 086 2410295