Cost Effective Multilingual Content Optimization Process

#internationalseocontent at #frasewebinar by @aleyda
Cost Effective
Multilingual
Content
Optimization in
an International
SEO Process

Although many might
think about hreflang
whenever someone
mentions International
SEO due to its technical
complexity…

The reality is that
in many scenarios
international
Websites don’t
even need or only
need to add
hreflang in some
few pages…

Because Hreflang address a specific problem that you
shouldn’t suffer from if you geolocate & localize well

Nonetheless, what’s
critical for any
multilingual international
Website doing SEO is for
the Website to feature
well optimized localized
content for every
targeted market
To be able to
rank for actual
relevant popular
queries that are
searched by your
users per market
To provide the
best Web
experience to your
visitors, establishing
trust in their own
language
To maximize
the sales of your
products/services by
communicating in the
language of your
audience

You’re leaving huge
money on the table if
you just have an
“English” version for
non-native English
speaking markets, as
you won’t be able to
rank for the actual
popular queries
searched by users..

https://www.shopify.com/enterprise/international-ecommerce-issues
… and because the
audience of these non-
English speaking
countries will rarely buy
if the offering of the site
is not in their own
language

This is also true for different countries w/ same
language, as the terms and preferences can change!

If you don’t do it well you can also risk to end up
generating content duplication/cannibalization issues

Let’s focus on your
content optimization
process… in an
international SEO
process context!

Your content optimization process that looks
something like this for a single market…
Keyword
Research
Competition
Research
Web Content
Audit
Analysis Strategy & Planning
Keyword/
Content
Mapping
Implementation & Tracking
Content
Optimization
Content
Measurement
Content
Distribution
& Promotion
Content
Calendar
Business products/
services/areas
Characteristics/
Features/
Constraints
Business /
Marketing / SEO
Process Goals
Requirements & Goals
SEO, CONTENT MARKETER & COPYWRITER

…will look like this for 2 markets, and become more
complex+resource intensive with each market
Keyword
Research
Competition
Research
Web Content
Audit
Keyword/
Content
Mapping
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 1: USA IN ENGLISH
Keyword
Research
Competition
Research
Web Content
Audit
Keyword/
Content
Mapping
Content
Development
&
Optimization
Content
Measurement
Content
Distribution &
Promotion
Content
Calendar
MARKET 2: SPANISH FOR SPAIN
Business products/services/areas Characteristics/
Features/ Constraints
Business / Marketing / SEO Process Goals
ALIGN
…
Requirements & Goals
NATIVE USA ENGLISH SPEAKING SEO, CONTENT MARKETER & COPYWRITER NATIVE SPANISH FROM SPAIN SEO, CONTENT MARKETER & COPYWRITER

Experienced
International SEOs
know about this
and answer
accordingly when I
ask about the most
challenging activity
of an International
SEO Process

As identifying & optimizing for each audience search
preferences at scale in a cost effective way is not easy

Let’s go through a few tips to maximize the chances
 
of international content optimization success
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale

1. Prioritizing markets with search
potential that compensate content
optimization efforts

International markets can be really profitable but you
need to prioritize to make the process cost effective…

… and avoid this common
issue! You shouldn’t start
with dozens or hundreds
of markets without
validating if there’s
enough search demand
for a positive ROI that
will compensate the
effort for its localization
“It’s not viable for me to
localize content for the dozens
of markets I target because of
lack of resources and I end up
with content duplication/
cannibalization issues and not
rankings well”

Too Many International Sites

Verify which are the countries with more search
traffic potential in your industry per language
SEMRUSH

Leverage the “in bulk” topic search volumefunctionality
of keywords tool to easily assess each market TAM
+ + …
SEMRUSH

Consider the
level of existing
organic search
competition in
these markets
SEMRUSH

COUNTRY AND
LANGUAGE
CURRENT ORGANIC
SEARCH TRAFFIC
SEARCH
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE
USED
CAPACITY TO
PERFORM
BUSINESS
OTHER
TRAFFIC
DRIVERS
Canada in
English
300 per month High
200,000 searches per
month
Positive Google High Affiliate
USA in English 500 per month Medium
month
Negative Google Medium
Social

Affiliate
USA in Spanish 200 per month Medium
month
Positive Google Low
Social

Affiliate
Align this with your own multilingual and international
operations capacity and other traffic drivers

Yes No
Yes No
IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS?
COUNTRY TARGETING LANGUAGE TARGETING
IS THERE ENOUGH TRAFFIC &
CONVERSIONS TO TARGET EACH COUNTRY?
Identify if you should whether language
 
or country target first

Remember that this should be about your own business
model, organization resources and priorities too
COUNTRY TARGET LANGUAGE TARGET

Verify if there’s enough organic search traffic
 
to compensate your Web activity
https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/

>
Yes No
Might be too early
BUY & SECURE
YOUR CCTLDS
FOR FUTURE
ACTIVITY
CREATE
CUSTOM
ALERTS
CREATE A PILOT
PROJECT
PRIORITIZING
MAIN PAGES
YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN
CONTINUE WITH THE
INTERNATIONAL WEB &
SEO PROJECT
Now you can decide which international
search markets to target first or prioritize

2. Following an iterative/incremental
approach for localization process

https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/
The goal is to
localize the
different areas of
content of each
of your site
versions,
targeting each
market: from
URL to
Navigation,
Buttons, slogans,
metadata, main
descriptions, etc.
URL
Title and Meta Description
Headings
Navigation
Navigation
Slogan

There are different “maturity” levels of international
content optimization, which you can use progressively
https://www.lionbridge.com/blog/translation-localization/translation-localization-transcreation-what-you-need-and-when/

Market Search Behavior Analysis by a native SEO/Marketer or along native input/support
Prioritizing your content localization/optimization
phase to maximize your resources impact
Phase 1
All site pages
before launch
Phase 2
Main Pages
(home,
categories,
brands,
products)
Automated translation via
plugin/app
Native human validation of the automated
translation using market search behavior
Rest of the Site
Pages
Relevant pages
per country/
language
Phase 3
On demand efforts for
localization/
transcreation

Use the new generation of high quality automated
translators like DeepL
https://www.deepl.com/quality.html

These also offer integration with CAT translation tools
to accelerate the professional translation process
https://www.deepl.com/pro-tool_integration.html

Plus offering integration via apps/plugins for the
different platforms
https://apps.shopify.com/collections/apps-for-store-languages

For example, in Shopify, Translation Lab offers direct
automated translation…
https://apps.shopify.com/collections/apps-for-store-languages

Something similar happens with translation plugins in
WP/Woocommerce that also allow manual translation
Polylang & WPML

Integrating with both automated and
 
on-demand translation solutions

The most
powerful
solutions like
DeepL also offer
APIs that
facilitate the
integration with
translation
plugins in
popular CMS
https://wordpress.org/plugins/wpdeepl/

It’s about effectively optimizing your different
international versions & areas… one step at a time!

3. Leveraging frameworks, templates
and tools for Multilingual Keyword
Research & Content Optimization at
Scale

It’s not viable to manually optimize each of your pages
in each market: Leverage tools & templates!

Thanks to tools
like Frase you
can now easily
identify the
different queries
variations for
each market
through the
search journey

… and obtain the main terms/keywords to use in your
content, taking as a reference each market competitors

<Characteristic> <Main Keyword> in <Location>:
+<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en <Ubicación>:
+<No. de Products> por <Marca>
Titles in English Titles in Spanish
Use it along the data obtained with keyword tools to
establish patterns to follow in each language/market

Establishing also patterns for main content for each
version to validate w/ Frase content performance

Optimizing your International Content can be cost
effective and fast, if you follow these guidelines!
Prioritizing
markets with
search potential
that compensate
content
optimization
efforts Following an
iterative/
incremental
approach for
localization
process
Leveraging
frameworks,
templates and tools
for Multilingual
Keyword Research &
Content
Optimization at
Scale

I’m Aleyda Solis

* SEO Consultant & Founder at Orainti

* SEO Speaker at +100 Events in +20 countries

* Author “SEO. Las Claves Esenciales.”

* Crawling Mondays Video & Podcast Series Host

* #SEOFOMO Newsletter Wrangler

* Maker LearningSEO.io

* European Search Personality of the Year in 2018

* remoters.net Co-Founder
Thank you! Questions?

Cost Effective Multilingual Content Optimization Process

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