International SEO strategies for link building by Benj Arriola, Internet Marketing Inc.presented at Search Marketing Expo (SMX) Toronto, Ontario, Canada on March 20-21, 2013

2. Backlink Factor Metrics
Quantity Quality

3. Backlink Factor Metrics
LinkQuantity
source quality & relevancy Quality (Power) Quality (Authority & Trust)
is important in international
Google Webmaster Tools Google PageRank TrustRank
SEO. Bing Webmaster Tools # of Backlinks of the Google Indexed
• Country location of the site
Search Engine “link:” Backlink SEOMoz Page Authority
• ccTLD
command Total Backlinks of the SEOMoz Domain Authority
Quantity
• IP Address
MajesticSEO
• Neighborhood
OpenSiteExplorer
• Local Submission &
aHrefs
Domain
Keyword Focused
Majestic ACRank
Quality IP Diversity
Anchor Text Diversity
Deep Linking
Citations Follow or No Follow Domain Age
Sistrix
• Authorship Tools Domain Name Extensions
Link Research Hosting Country
.gov/.edu/.org
• Language of website
SEMRush Site Wide vs. Single Page ccTLD
Cemper PowerTM Cemper TrustTM
Unmeasurable Dimension: Relevancy

4. Entire Backlink Market
Bad Good
Late 90’s, early 2000’s 2000’s to Pre-Panda & Post-Panda & Penguin
Penguin
Potential Link Sources Potential Link Sources Potential Link Sources
You can You can You can You can You can You can
influence change influence change influence change
You can't
You have strong control. You can't You can't
You have little control.
change
You make it relevant. change change
Hopefully it is relevant.

5. Entire Backlink Market
International SEO targets a Bad Good
smaller subset that are more
Late 90’s, early 2000’s 2000’s to Pre-Panda & Post-Panda & Penguin
locally relevant sites.
Penguin
Potential Link Sources Potential Link Sources Potential Link Sources
You can
You can You can You can You can You can You can
influence
change
influence Locally Relevant influence change influence change
You can't
You have strong control. You can't You can't
You have little control.
change
You make it relevant. change change
Hopefully it is relevant.

6. Backlink Factor Metrics
Link source quality & relevancy Quality (Power) Quality (Authority & Trust)
is important in international Google PageRank TrustRank
SEO. # of Backlinks of the Google Indexed
• Country location of the site Backlink International SEO
Goal for SEOMoz Page Authority
• ccTLD • Influence sites SEOMoz Domain Authority
Total Backlinks of the to link from locally relevant content
• IP Address • Get
Domain someone local to help out IP Diversity
• Neighborhood • Knows
Keyword Focused the culture Anchor Text Diversity
• Local Submission & • Knows
Majestic ACRank the language Deep Linking
Citations Follow or No Follow Domain Age
• Authorship Domain Name Extensions
Hosting Country
.gov/.edu/.org
• Language of website Site Wide vs. Single Page ccTLD
Cemper Power TM
Cemper TrustTM
Using the local language is not just for Dimension: Relevancy
Unmeasurable raking in translated keywords,
but to influence the local audience to link to you.

7. Link Building Trends
Old School Link Link Building International Link
Building Today Building
Submissions Content Quality Content
Directories
Marketing Localize
Articles aka Inbound Marketing
aka Viral Marketing Language
Content
aka Link Baiting Promotion
Blog Networks
Quality Content Local Channels
Interactions
Promotion
Blog Comments Guest Blogging
Forum Post Guest Blogging Local Blogs
Wiki Entries
Themes / Template
Link Buying

8. Content Translation
Modified Literal
Translation follows the grammatical
Unduly free
rules of the target language, but is still
Translation is too "loose" and strays
literal. If used wrong, it may fail to
from the meaning of the source
correctly express the meaning of the
text.
source text.
Literal Idiomatic
Source text is translated into Preserves the meaning of the source
the nearest equivalent of the text and expresses it in a natural
target language. way in the target language.

9. Localized Quality Content
Environmental
Uncontrollable
Elements
Foreign
Environment Country Situation
Uncontrollable
Domestic Political Forces, Legal Forces, Economic
Environment
Uncontrollable
Forces, Competition, Level of
Technology, Geography, Culture
Political Forces, Legal Forces, Economic
Content
Marketed Forces, Competition
Controllable
Topic, Target Niche, Keywords

10. International Marketing Blunders
Pepsi
US: Pepsi brings you back to
life.
China:
Come alive out of the grave
with Pepsi.
Pepsi will bring your ancestors
back from the dead.
Bring dead ancestors back
from heaven.

11. International Marketing Blunders
Clairol
US: Mist Stick
Germany: Mist is a slang
term for manure!
Electrolux
Scandinavian Manufacturer
of Vacuum Cleaner
US printed brochures:
Nothing sucks like an
Electrolux!

12. Great Content that is Shareable

13. Content Promotion
Target Local Audience
Research the influencers in
the local area
Buzzstream
GroupHigh
Paid Promotions
Facebook Ads
Facebook Promoted Post
LinkedIn Ads
Promoted Tweets
StumbleUpon Paid Discovery
Reddit Ads

14. Client: Construction Industry
Links by Country
SG
IT 6%
18%
US
DE 53%
23%

15. Client: Construction Industry
Links by Country
US
9%
MX
91%

16. Summary
Multinational/multilingual websites need links coming from
their respective countries.
Content Marketing
Content Writer/Editor should know the:
Local language
Local culture
Current situation of the country
Reach out to sites within the targeted local area.
Blogger Outreach and Guest Blogging
BuzzStream, GroupHigh
Paid Post
FB Ads, FB Promoted Post, LinkedIn Ads, Promoted
Tweets, StumbleUpon Paid Discovery, Reddit Ads

17. Thank You!
Benj Arriola
@benjarriola
SEO Director – Internet Marketing Inc.
Thanks to:
Jordan Boshers
SEO Project Manager – Internet Marketing Inc.
http://www.linkedin.com/in/jordanboshers
Thanks for sending over some last minute data for screenshots.