International SEO: Steps to Get Started on Global and Multi-Lingual Search Engine Optimization Campaigns
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Presented at International Search Summit 2013 San Jose. This is my process for how to get started on international search engine optimization even when you don't speak the language.
International SEO: Steps to Get Started on Global and Multi-Lingual Search Engine Optimization Campaigns
- 1. Launching an International SEO Campaign Eli Schwartz Online Marketing Manager SurveyMonkey International Search Summit 2013
- 4. SEO Opportunity More Spanish speakers worldwide than English* *http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers
- 5. Look at page two of Google Google.com (English) Google.es (Spanish)
- 6. Google¡¯s Webmaster Guidelines http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
- 7. What do actual users think? ? Random selection from general US population ? Random assignment into 1 of 2 surveys with 16 questions ? Survey sent to 3,000 people ? Survey was open for 5 days ? 615 people participated ? Comparison of means over a variety of indicators
- 8. TLD does not seem to impact trust The difference in trust was insignificant
- 9. Spelling and grammar matter Trust decreased 25% for incorrect grammar and spelling t(231,334) = -7.62, p < .001
- 10. Don¡¯t use machine translation
- 11. International SEO is your plane
- 12. No content, no rank
- 13. Learn just one word¡ Google Translate
- 14. Start Googling Search in your target language Google can help even in non-Google dominant languages
- 15. Two tabbed browsing: Translate and Original
- 16. Google suggest will show new keywords Spanish English Translation
- 17. View search competitors in two tabs Spanish Original English Translation ? Add all competitors to a competitor worksheet ? View each site to find new keywords
- 18. Use a thesaurus
- 19. Keyword discovery tools Semrush.com Trends.Google.com Ubersuggest.org Ahrefs.com
- 20. Pluralize keywords ? Not every language has a plural ? Don¡¯t forget non-s plurals (Alumnus ? alumni) ? Search volume of plurals could be greater than singular ? A greater search volume for the plural version of one word does not have bearing on other words ? Singularize plural keywords from original list
- 21. Look up search volume of keyword list Adwords keyword tool
- 22. Dedupe the list and make it actionable
- 23. Verify keywords in a Google search
- 24. Find a native
- 25. Audit existing (or plan new) content
- 26. Start with pages on your English domain Change to 25 URL will now show: Change to 2500
- 27. Discover all your URL¡¯s with Screaming Frog Screaming Frog is a crawler that will show all URL¡¯s on the site Optimum settings Download here: http://bit.ly/scfrog
- 28. Launch Option 1: Use a translation company http://www.smartling.com/ https://www.tolingo.com/en http://gengo.com/ https://www.transifex.com/
- 29. Launch Option 2: Freelancers
- 30. Keyword use: quality over quantity Priority Placement 1 Title (used in a correct phrase) 2 H1 3 Content (within text and alongside synonyms) 4 Internal links 5 Meta description (increase CTR for specific keywords
- 31. Interlink your new sites/languages
- 32. Tools for checking progress Traffic > Rankings
- 33. Learn from the data and update
- 34. Impact ? Significant increase in Non-brand organic traffic ? Traffic referred by new keywords ? Optimal keywords included at the content creation stage ? Content queue targeted to localized translations ? Data to learn from ? Learn lots of nouns in a foreign language
- 35. Summary 1. Always focus on user experience 2. Do the work yourself 3. Find a native 4. Localize content 5. Rinse and Repeat
- 36. Thank you! Eli Schwartz, SurveyMonkey eli@surveymonkey.com @5le @surveymonkey