TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
3 Steps to Establish a Successful International Digital Marketing Process #MNSearch #MNSummit
1. #internationalstrategy for #mnsummit by @aleyda from @orainti
How to Effectively Establish & Run a Successful
International Digital Marketing Strategy
3. #internationalstrategy for #mnsummit by @aleyda from @orainti
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#internationalstrategy for #mnsummit by @aleyda from @orainti
4. #internationalstrategy for #mnsummit by @aleyda from @orainti
GOING INTERNATIONAL MIGHT BE KEY TO EXPAND
YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX
11. #internationalstrategy for #mnsummit by @aleyda from @orainti
1
START BY VALIDATING THE POTENTIAL TRAFFIC &
PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS
13. #internationalstrategy for #mnsummit by @aleyda from @orainti
VALIDATE YOUR COMPANY’S INTERNATIONAL WEB
OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE
Geography,
cultural
& Language
Factors
Pricing &
Currency
Factors
Web
Goal
Business
Model
Company
Operations
Web Content &
Development
14. #internationalstrategy for #mnsummit by @aleyda from @orainti
IDENTIFY YOUR CURRENT SITE BEST
PERFORMING COUNTRIES AND LANGUAGES
which are the top countries &
languages from a traffic &
conversions perspective?
15. #internationalstrategy for #mnsummit by @aleyda from @orainti
ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC
BEHAVIOR PER CHANNEL
which are the top countries &
languages from a traffic &
conversions perspective?
19. #internationalstrategy for #mnsummit by @aleyda from @orainti
YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL
COUNTRY & LANGUAGE MARKETS TO ASSESS
Referrers
Seasonality
& Trend
Traffic
volume per
Channel
Search
Engines
Devices
Competitors
Social
Networks
Keywords
23. #internationalstrategy for #mnsummit by @aleyda from @orainti
VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH
PROFITABLE WEB OPERATIONS
Cost of international Web projectNumber of
Conversions for
a break-even Average conversion value
=
No. of Conversions for Break-evenNumber of
visits for a
break-even
Average Conversion Rate
=
24. #internationalstrategy for #mnsummit by @aleyda from @orainti
USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT
EVEN EASIER
http://www.internationalseomap.com/roi-calculator/
25. #internationalstrategy for #mnsummit by @aleyda from @orainti
IT’S TIME TO MAKE A DECISION REGARDING THE
INTERNATIONAL MARKETS TO TARGET
>Your International traffic potential Visits & Conversions for a break-even
Yes No
Continue with the international
Web & SEO project
Might be too early
Buy & secure
your ccTLDs
for future
activity
For most important countries
Create
custom
alerts
in GA
Create a
pilot project
prioritizing
main pages
26. #internationalstrategy for #mnsummit by @aleyda from @orainti
NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS
TO DO THIS FOR YOU… YOU NEED TO VALIDATE!
28. #internationalstrategy for #mnsummit by @aleyda from @orainti
BE AWARE THAT THEY WILL BE REQUIRED FOR THE ON-
GOING ONLINE MARKETING PROCESS
KEYWORD
RESEARCH
CONTENT
DEVELOPMENT
SOCIAL &
COMMUNITY
MANAGEMENT
ADS &
CAMPAIGNS
SUPPORT
CUSTOMER
SUPPORT
29. #internationalstrategy for #mnsummit by @aleyda from @orainti
BY TAKING ALL THESE CRITERIA INTO CONSIDERATION
YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A
PROFITABLE INTERNATIONAL WEB PRESENCE
31. #internationalstrategy for #mnsummit by @aleyda from @orainti
THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB
PRESENCE TO YOUR INTERNATIONAL AUDIENCE
32. #internationalstrategy for #mnsummit by @aleyda from @orainti
SHOULD YOU TARGET COUNTRIES OR LANGUAGES
WITH YOUR WEB PRESENCE?
Is location a factor that influence your Web operations?
Yes No
Is there enough traffic & conversions
to target each country?
Language
Targeting
Yes No
Country
Targeting
You can start with
34. #internationalstrategy for #mnsummit by @aleyda from @orainti
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE
ACCORDING TO YOUR TARGETING & COMPETITORS
ccTLDs
Sub-Directories
Sub-Domains
36. #internationalstrategy for #mnsummit by @aleyda from @orainti
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
37. #internationalstrategy for #mnsummit by @aleyda from @orainti
BEWARE OF USING COOKIES OR SCRIPTS SHOWING
DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE
In Spanish In English
38. #internationalstrategy for #mnsummit by @aleyda from @orainti
FOR COUNTRY TARGETING
ccTLDs
www.yourbrand.es
www.yourbrand.es/categoria-a/
Sub-directories
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
Sub-domains
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
39. #internationalstrategy for #mnsummit by @aleyda from @orainti
* Ideal alternative to geolocate if competition is not too high
* Require more technical resources
* Require more efforts to grow popularity
* Require less technical resources
* Require less efforts to grow popularity
* More chances to get all versions penalized if something goes bad
* More efforts to geolocate
* Require more technical resources
* Require more efforts to grow popularity
* Better than sub-directories to organize larger & more complex sites
* More efforts to geolocate
ccTLDs
Sub-directories
Sub-domains
FOR COUNTRY TARGETING
40. #internationalstrategy for #mnsummit by @aleyda from @orainti
VERIFY WHICH EXTENSIONS ARE TREATED AS GENERIC
https://support.google.com/webmasters/answer/1347922?hl=en
41. #internationalstrategy for #mnsummit by @aleyda from @orainti
IF YOU’RE USING SUB-DIRECTORIES OR SUB-DOMAINS TO
COUNTRY TARGET, REGISTER & GEOLOCATE THEM
42. #internationalstrategy for #mnsummit by @aleyda from @orainti
FOR LANGUAGE TARGETING
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
43. #internationalstrategy for #mnsummit by @aleyda from @orainti
FOR LANGUAGE TARGETING
* Require less technical resources
* Require less efforts to grow popularity
* Deeper url structure
* More chances to get all versions penalized if something goes bad
* Require more technical resources
* Require more efforts to grow popularity
* shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains
45. #internationalstrategy for #mnsummit by @aleyda from @orainti
BESIDES WEB STRUCTURES PROS & CONS,
VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET
46. #internationalstrategy for #mnsummit by @aleyda from @orainti
AND THE PAGES RANKING FOR THE MOST POPULAR TERMS
YOU’LL NEED TO COMPETE WITH THEM!
South African
ccTLDs in
Australian SERPs?
And these
Spanish ccTLDs
in Argentinian
SERPs?
“CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA
47. #internationalstrategy for #mnsummit by @aleyda from @orainti
ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST
TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE
48. #internationalstrategy for #mnsummit by @aleyda from @orainti
1
2
3
4
7
Title & Meta Description
URLs
Phone, delivery info, currency
Menu & navigation elements
5 Headings
Price
6 Images ALT description
LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE
WITH THE TARGETED KEYWORDS & PRODUCTS
51. #internationalstrategy for #mnsummit by @aleyda from @orainti
AS WELL AS INDICATING YOUR INTERNATIONAL
TARGETING WITH THE META AND HTML LANG TAG
http://bit.ly/binglang
56. #internationalstrategy for #mnsummit by @aleyda from @orainti
http://bit.ly/hreflangsitemap
YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS…
BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML
57. #internationalstrategy for #mnsummit by @aleyda from @orainti
USE THE HREFLANG GENERATOR TO AVOID HREFLANG
ERRORS
www.internationalseomap.com/hreflang-tags-generator/
59. #internationalstrategy for #mnsummit by @aleyda from @orainti
www.screamingfrog.co.uk/seo-spider/
BUT YOU SHOULD VALIDATE YOURSELF BY USING
AN SEO CRAWLER THOUGH
68. #internationalstrategy for #mnsummit by @aleyda from @orainti
IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO
EFFECTIVELY TARGET TO YOUR INTERNATIONAL
AUDIENCE
71. #internationalstrategy for #mnsummit by @aleyda from @orainti
START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC &
PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS
77. #internationalstrategy for #mnsummit by @aleyda from @orainti
WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT
YOU CAN OUTREACH PER COUNTRY & LANGUAGE
78. #internationalstrategy for #mnsummit by @aleyda from @orainti
POPULAR
TOPICS &
KEYWORDS
TRAFFIC
CHANNELS
CHARACTERISTICS
AUDIENCE SHARE
AND SEARCH
BEHAVIOR
LOCAL
INFLUENCERS
& TOP
REFERRERS
WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL &
LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS
POPULAR
CONTENT
CHARACTERISTICS
LOCAL
COMPETITORS
PROFILE