Growing your Search Results in International Markets at #inbound18

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18
GROWING YOUR SEARCH
RESULTS IN
INTERNATIONAL MARKETS
A L E Y D A S O L I S

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND2018
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of the Year in 2018
HELLO! I’M ALEYDA SOLIS
ORAINTI.COM

I’VE HAD THE CHANCE TO HELP SOME GREAT BRANDS

TODAY I’M EXCITED TO SHARE WITH YOU

TAKING YOUR BUSINESS ABROAD  
IS A NATURAL WAY TO EXPAND…

LAUNCHING IN TOO
MANY, NON-
PROFITABLE
MARKETS
CHOOSING THE
WRONG WEB
STRUCTURE FOR
YOUR
INTERNATIONAL
MARKETS
NOT LOCALIZING
YOUR
INTERNATIONAL WEB
PRESENCE
HOWEVER, THE PROCESS CAN BECOME COMPLEX DUE TO
COMMON INTERNATIONALIZATION CHALLENGES

PRIORITIZING THE
MARKETS TO TARGET
SELECTING THE
RIGHT WEB
STRUCTURE
GEOLOCATING AND
LOCALIZING YOUR
INTERNATIONAL WEB
PRESENCE
LET’S SEE HOW TO AVOID THEM TO EFFECTIVELY GROW
INTERNATIONALLY IN A PROFITABLE WAY

PRIORITIZE THE MARKETS

AVOID THIS

IDENTIFY WHICH
COUNTRIES AND
LANGUAGES ARE
ALREADY BRINGING
TRAFFIC AND
CONVERSIONS TO
YOUR SITE
GOOGLE ANALYTICS

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18SEMRUSH TRAFFIC ANALYSIS
THOSE MARKETS
THAT YOUR
COMPETITION AND
INDUSTRY LEADERS
ARE ALREADY
PROFITING FROM

VERIFY WHICH ARE
THE COUNTRIES
WITH MORE SEARCH
TRAFFIC POTENTIAL
IN YOUR INDUSTRY
SEMRUSH KEYWORD MAGIC TOOL

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18SERPCHECKER.COM
CONSIDER THE LEVEL OF EXISTING ORGANIC
SEARCH COMPETITION IN THESE MARKETS

COUNTRY
CURRENT ORGANIC
SEARCH TRAFFIC
SEARCH
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE
USED
CAPACITY
TO
PERFORM
BUSINESS
OTHER
TRAFFIC
DRIVES
UK 100 per month High
500,000 searches
per month
Positive Google High Affiliate
Spain 50 per month Medium
300,000 searches
per month
Positive Google Low
Social
Affiliate
ALIGN THIS WITH YOUR OWN MULTILINGUAL
AND INTERNATIONAL OPERATIONS CAPACITY

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

COUNTRY TARGET LANGUAGE TARGET
REMEMBER THAT THIS SHOULD BE ABOUT YOUR OWN
ORGANIZATION RESOURCES AND PRIORITIES TOO

Cost of international Web project
Average conversion value
=
No. of Conversions for Break-even
Average Conversion Rate
=
VERIFY IF THERE’S ENOUGH ORGANIC SEARCH
TRAFFIC TO COMPENSATE YOUR WEB ACTIVITY
NUMBER OF CONVERSIONS
FOR A BREAK-EVEN
NUMBER OF VISITS FOR A
BREAK-EVEN

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/ROI-CALCULATOR/
USE THE
INTERNATIONAL SEO
ROI CALCULATOR
TO FACILITATE THE
ANALYSIS AND
DECISION

>
Yes No
Might be too early
BUY & SECURE
YOUR CCTLDS
FOR FUTURE
ACTIVITY
CREATE
CUSTOM
ALERTS
CREATE A PILOT
PROJECT
PRIORITIZING
MAIN PAGES
NOW YOU CAN DECIDE WHICH INTERNATIONAL SEARCH
MARKETS TO TARGET
YOUR INTERNATIONAL TRAFFIC POTENTIAL VISITS & CONVERSIONS FOR A BREAK-EVEN
CONTINUE WITH THE
INTERNATIONAL WEB &
SEO PROJECT

SELECT THE RIGHT WEB STRUCTURE

AVOID USING SCRIPTS OR COOKIES TO SHOW
INTERNATIONAL VERSIONS W/ THE SAME URLS

DON’T USE
PARAMETERS
FOR YOUR
INTERNATIONAL
WEB STRUCTURE

www.yourbrand.es
www.yourbrand.es/categoria-a/
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
IF YOU’RE COUNTRY TARGETING, SELECT BETWEEN
CCTLDS, SUBDIRECTORIES & SUBDOMAINS
CCTLDS
SUB-DIRECTORIES W/ GTLDS
SUB-DOMAINS W/ GTLDS

* Need less technical resources
* Need less efforts to grow popularity 
* More chances to get all versions penalized if something goes bad
* Need more efforts to geolocate
* Need more technical resources
* Need more efforts to grow popularity
* Better than sub-directories to organize larger & more complex sites 
* Need more efforts to geolocate
* Ideal alternative to geolocate if competition is not too high
* Need more efforts to grow popularity with a new domain
CCTLDS
EACH HAVE PROS & CONS TO COUNTRY TARGET

YOU CAN’T USE SUBDIRECTORIES OR SUBDOMAINS
TO GEOLOCATE CCTLDS TO OTHER COUNTRIES

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587
TAKE ALSO INTO
CONSIDERATION
THAT GOOGLE
DOESN’T
SUPPORT
“REGIONS” THAT
ARE NOT
COUNTRIES TO
GEOTARGET

www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
es.yourbrand.com/
es.yourbrand.com/categoria-a/
IF YOU’RE LANGUAGE TARGETING, SELECT
BETWEEN USING SUBDIRECTORIES OR SUBDOMAINS

* Need less technical resources
*Need less efforts to grow popularity
*Generates a deeper url structure
*More chances to get all versions penalized if something goes bad
* Need more efforts to grow popularity
* Generates shorter URL structure which can be better for larger sites
WHICH ALSO HAVE PROS & CONS TO LANGUAGE TARGET

VERIFY THE DOMAIN TYPES AND AUTHORITY OF THE
TOP SITES RANKING IN YOUR DESIRED MARKET
SERPCHECKER.COM

Yes
Country Language
Are your top
competitors
using
ccTLDs?
Yes
Yes
USE
CCTLDS
No
No
USE GEOLOCALIZED
SUBDIRECTORIES
YesNo
USE
SUBDIRECTORIES
USE SUB-
DOMAINS
No
CHOOSE YOUR INTERNATIONAL WEB STRUCTURE
ACCORDINGLY
WHAT’S YOUR INTERNATIONAL TARGET?
Is the domain
authority of your
competition
higher?
Is the domain
authority of your
competition
higher?
Do you need
a flatter &
differentiated
structure?

LOCALIZE YOUR WEB PRESENCE

MISALIGNED PAGES WILL HAVE WORSE RANKINGS,
CTR, USER EXPERIENCE AND CONVERSIONS
GOOGLE SEARCH CONSOLE

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18GOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS
CHECK IF YOU’RE SUFFERING FROM SEARCH RESULTS
MISALIGNMENT PROBLEMS ALREADY

VERIFY WHICH DOMAIN
EXTENSIONS ARE
TREATED  
AS GENERIC BY
GOOGLE TO
GEOLOCATE IF NEEDED
HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587

REGISTER & GEOLOCATE IN SEARCH CONSOLE EACH  
SUB-DIRECTORY/DOMAIN TO COUNTRY TARGET

IT’S BETTER TO AVOID AUTOMATIC REDIRECTS  
BASED ON THE IP LOCATION
LINK REDIRECT TRACE

USE VPNS OR THE
CHROME DEVTOOLS
"SENSORS"
GEOLOCATION OPTION
TO EMULATE ANY
LOCATION AND VERIFY
IF YOU’RE DOING IT
HTTPS://DEVELOPERS.GOOGLE.COM/WEB/TOOLS/CHROME-DEVTOOLS/DEVICE-MODE/DEVICE-INPUT-AND-SENSORS

REDIRECTS CAN
GIVE A BAD USER
EXPERIENCE AND
END-UP
DAMAGING YOUR
WEB VERSIONS
CRAWLABILITY
HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/182192?HL=EN&REF_TOPIC=2370587

SUGGEST THE
RELEVANT
INTERNATIONAL  
WEB VERSION
INSTEAD

LOCALIZE EVERY ASPECT OF YOUR WEB  
CONTENT: URLS, TITLE, META DESCRIPTION, NAVIGATION

GET NATIVE SUPPORT, EVEN IF YOUR DIFFERENT
INTERNATIONAL WEBSITES ARE IN THE SAME LANGUAGE

TO FACILITATE THE PAGES LOCALIZATION PROCESS CREATE
A MATRIX SPECIFYING THEIR ALTERNATE VERSIONS

<Characteristic> <Main Keyword> in <Location>:
+<No. Of Items> by <Brand>
<Palabra Clave> <Característica> en <Ubicación>:
+<No. de Products> por <Marca>
English Title
THEN CREATE ANOTHER WITH PATTERNS TO GENERATE  
YOUR MAIN CONTENT ELEMENTS FOR EACH PAGE VERSION
Spanish Title

INDICATE EACH PAGE INTERNATIONAL TARGETING WITH
THEIR META & HTML LANG TAG
HTTP://BIT.LY/BINGLANG

AS WELL AS YOUR PAGES LANGUAGE AND COUNTRY
TARGET AND THEIR ALTERNATES WITH HREFLANG
HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN

English for the US
Default
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/
English for the US
<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ />
EVERY PAGE SHOULD INCLUDE ITS LANGUAGE & COUNTRY
TARGETING, AND POINT TO ITS OTHER VERSIONS

English for the US
Default
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/
English for the US
<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ />
WHILE KEEPING THEIR CANONICAL TAGS SELF-POINTING
TO EACH PAGE AS ITS OWN ORIGINAL VERSION

USE ISO 639-1
VALUES FOR
LANGUAGES  
AND ISO 3166-1
FOR COUNTRIES
HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18HTTPS://SUPPORT.GOOGLE.COM/WEBMASTERS/ANSWER/189077?HL=EN
YOU CAN ALSO
OPTIONALLY USE
USE THE X-
DEFAULT VALUE
FOR UNMATCHED
INTERNATIONAL
VERSIONS

Use XML
Sitemaps in
non-flexible
sites with a
high number of
versions
Include them
in HTML in
sites with
lower number
of versions &
coding
flexibility
YOU CAN ADD HREFLANG IN THE HTML HEAD OR IN
XML SITEMAPS, AS WELL AS HTTP HEADERS

#INTERNATIONALSEARCH BY @ALEYDA FROM #ORAINTI AT #INBOUND18HTTPS://SEARCHENGINELAND.COM/AUDITING-HREFLANG-ANNOTATIONS-COMMON-ISSUES-AVOID-219483
UNFORTUNATELY,
IT’S COMMON TO
GENERATE THEM
WITH ERRORS

AVOID HREFLANG ISSUES BY FOLLOWING THIS
IMPLEMENTATION AND VALIDATION PROCESS
ASSESS THE
LANGUAGES AND
COUNTRIES
HREFLANG
IMPLEMENTATION
SCOPE
CHOOSE THE
HREFLANG
IMPLEMENTATION
METHOD
SPECIFY THE
HREFLANG CODE
PATTERN
MONITOR AND
TROUBLESHOOT
THE HREFLANG
IMPLEMENTATION
AFTER LAUNCH
VALIDATE THE
HREFLANG
IMPLEMENTATION
IN A TEST
ENVIRONMENT
ESTABLISH
HREFLANG BEST
PRACTICES
GUIDELINES TO
BE FOLLOWED
WHEN A NEW
PAGE IS
PUBLISHED

PRIORITIZE THE
HREFLANG
IMPLEMENTATION
IN THE PAGES
SUFFERING OF
RANKINGS
MISALIGNMENT
DESPITE HAVING
BEEN LOCALIZED
ALREADY

USE THE CORRECT
ANNOTATIONS AND
VALUES BY
GENERATING
HREFLANG
PATTERNS WITH
THIS FREE
GENERATOR TOOL
HTTPS://WWW.ALEYDASOLIS.COM/ENGLISH/INTERNATIONAL-SEO-TOOLS/HREFLANG-TAGS-GENERATOR/

YOU CAN ALSO
USE THE
HREFBUILDER  
FOR COMPLEX
ENTERPRISE
ENVIRONMENTS
HREFBUILDER.COM

VALIDATE THE HREFLANG IMPLEMENTATION  
USING SEO CRAWLERS BEFORE IT IS LAUNCHED
SITEBULB, DEEPCRAWL, SCREAMING FROG, RYTE

MONITOR AND FIX ANY REMAINING ISSUES WITH THE
SEARCH CONSOLE INTERNATIONAL TARGETING REPORT

WITH THESE STEPS YOU’LL BE ABLE TO TARGET, LOCALIZE
AND GROW YOUR INTERNATIONAL WEB VISIBILITY

IN INTERNATIONAL MARKETS THAT ARE ALSO PROFITABLE

PRIORITIZING THE
MARKETS TO TARGET
SELECTING THE
RIGHT WEB
STRUCTURE
GEOLOCATING AND
LOCALIZING YOUR
INTERNATIONAL WEB
PRESENCE
IT’S ABOUT FOLLOWING THESE INTERNATIONAL SEO
PROCESS STAGES

THANKS

Growing your Search Results in International Markets at #inbound18

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Growing your Search Results in International Markets at #inbound18