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Morino Neto - international SEO strategy

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Jo達o Pereira
Jo達o Pereira

This document discusses how to identify and fix localization ranking issues in an international SEO strategy. It recommends using Google Search Console country reports and Search Analytics for Sheets to find pages ranking incorrectly in other markets. Common causes of localization issues include the domain/sub-domain structure, link authority differences between markets, content quality issues, and technical problems. The document provides tips on fixing issues such as improving page rank, using sub-folders instead of sub-domains, performing local keyword research, and identifying and resolving technical rendering issues.

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How to identify and fix localization ranking issues International SEO Strategy
2 OUR VISION To create a better life for the many people. SEO AND IKEA Our SEO strategy supports our vision by allowing us to be there for the user searching for inspiration regarding to home furnishing and decoration and also when they are ready to buy our products! IKEA and SEO
3 Biggest Challenge of an International SEO Strategy
4 To have the proper page indexed and ranking in the right market
5 Why Is It Important? Product pages Customer not able to complete his/her purchase Bad user experience Customer Service page Customer needs and problems won卒t be satisfied Customer service team gets swamped with requests they can卒t handle Content pages Lack of connection with local reader Usage of terms/expressions local reader may not understand
6 How to identify localization ranking issues?
7 Using Google Search Console Country report from GSC to identify the markets the site is ranking This specific site should be ranking only in Spain But it卒s ranking in other countries as well
8 Using Google Search Console Filter now for each country and you will see the specific pages that are ranking in this country and shouldn卒t be
9 Using Search Analytics for Sheets You can use Search Analytics for Sheets Add-on to do it in a more scalable way You only need to search for the (sub- )domain/sub-folder you wish and exclude the market where it卒s supposed to rank
10 Using Search Analytics for Sheets You have now the list of URLs that are wrongly ranking in another markets and you can start diagnosing the main issues
11 Ranking issues Common Causes and How to Fix
12 Common Causes Domain/Sub-Domain Link Authority Content Quality Technical Issues
13 Domain/Sub-Domain Link Authority Sub-Domain/Country Code Top- Level Domain of the site in another country with higher link authority Causes If this is an issue for only a few pages: Improve the page rank of target URLs If multiple pages are suffering from the issue: Consider to change to localization method to sub-folder so all markets can share the same link authority >> Don卒t forget to implement the redirects properly << How to Fix
14 Content Quality Page from another market with a better written and more engaging content Causes Perform local keyword research and choose the most appropriate terms to target for the market Implement the keywords on-page properly Make sure the content is up-to-date written in a way to satisfy local searchers How to Fix
15 Technical Issues Different CMSs across markets or different CMS version One of the markets have an issue regarding to rendering Googlebot can卒t crawl and render page卒s content properly Causes Identify the rendering issues (GSC, Mobile Friendly Test Tool and View Rendered Source add-on) Report those issues to development teams and make sure the fix is done properly How to Fix
16 Relevant Implementations hreflang Implement NAP in footer/top of the pages Add the country name in the title, description and copy Have localized and unique content
17 Wrap-up
18 Wrap-up Proper indexation and ranking issues can have multiple causes It can be related to links, localization method, content, technical issues and many other Look into the main aspects - don卒t be afraid to ask for support from your SEO colleagues, developers and other members of your team. Once you have identified the issue and the best solution, collaborate with your team to implement the fix and measure the success!
Obrigado! Morino Neto https://www.linkedin.com/in/morinoneto/

More Related Content

Morino Neto - international SEO strategy

  • 1. How to identify and fix localization ranking issues International SEO Strategy
  • 2. 2 OUR VISION To create a better life for the many people. SEO AND IKEA Our SEO strategy supports our vision by allowing us to be there for the user searching for inspiration regarding to home furnishing and decoration and also when they are ready to buy our products! IKEA and SEO
  • 3. 3 Biggest Challenge of an International SEO Strategy
  • 4. 4 To have the proper page indexed and ranking in the right market
  • 5. 5 Why Is It Important? Product pages Customer not able to complete his/her purchase Bad user experience Customer Service page Customer needs and problems won卒t be satisfied Customer service team gets swamped with requests they can卒t handle Content pages Lack of connection with local reader Usage of terms/expressions local reader may not understand
  • 7. 7 Using Google Search Console Country report from GSC to identify the markets the site is ranking This specific site should be ranking only in Spain But it卒s ranking in other countries as well
  • 8. 8 Using Google Search Console Filter now for each country and you will see the specific pages that are ranking in this country and shouldn卒t be
  • 9. 9 Using Search Analytics for Sheets You can use Search Analytics for Sheets Add-on to do it in a more scalable way You only need to search for the (sub- )domain/sub-folder you wish and exclude the market where it卒s supposed to rank
  • 10. 10 Using Search Analytics for Sheets You have now the list of URLs that are wrongly ranking in another markets and you can start diagnosing the main issues
  • 13. 13 Domain/Sub-Domain Link Authority Sub-Domain/Country Code Top- Level Domain of the site in another country with higher link authority Causes If this is an issue for only a few pages: Improve the page rank of target URLs If multiple pages are suffering from the issue: Consider to change to localization method to sub-folder so all markets can share the same link authority >> Don卒t forget to implement the redirects properly << How to Fix
  • 14. 14 Content Quality Page from another market with a better written and more engaging content Causes Perform local keyword research and choose the most appropriate terms to target for the market Implement the keywords on-page properly Make sure the content is up-to-date written in a way to satisfy local searchers How to Fix
  • 15. 15 Technical Issues Different CMSs across markets or different CMS version One of the markets have an issue regarding to rendering Googlebot can卒t crawl and render page卒s content properly Causes Identify the rendering issues (GSC, Mobile Friendly Test Tool and View Rendered Source add-on) Report those issues to development teams and make sure the fix is done properly How to Fix
  • 16. 16 Relevant Implementations hreflang Implement NAP in footer/top of the pages Add the country name in the title, description and copy Have localized and unique content
  • 18. 18 Wrap-up Proper indexation and ranking issues can have multiple causes It can be related to links, localization method, content, technical issues and many other Look into the main aspects - don卒t be afraid to ask for support from your SEO colleagues, developers and other members of your team. Once you have identified the issue and the best solution, collaborate with your team to implement the fix and measure the success!

Editor's Notes

  1. PIP not rendering correctly in some markets for IKEA