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The Key Ingredients for International
SEO Success in Competitive Countries
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Ahoj Brno
I SPEAK
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
I DO SEO
ORAINTI.COM @ALEYDA
I SHARE
I WRITE
I AM
Ahoj Brno
Finding the right ingredients to Conquer
International Search Markets can be tough…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
But we have Google’s Best
Practices Recipes don’t we?
https://support.google.com/webmasters/answer/182192?hl=en
Is it worthy to enable a ccTLD or a
geolocalized sub-directory is enough?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Is it worthy to enable a ccTLD or a
geolocalized sub-directory is enough?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends
on your current
configuration &
your market search
results &
competitors
How you do you connect with foreign
users & compete with local brands?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
How you do you connect with foreign
users & compete with local brands?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends
on the cultural
preferences &
characteristics of
your audience &
competitors
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
How do you avoid ending up with too many
international versions you can’t maintain?
How do you avoid ending up with too many
international versions you can’t maintain?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends on the
validation of each
market potential and
avoiding the non-
viable ones
How you do you rank in competitive
markets if you’re starting from scratch?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
How you do you rank in competitive
markets if you’re starting from scratch?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Depends
on your initial
SEO status, your
authority & how
optimized your
competitors are
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Yikes! They’re not necessarily that
helpful with your “personalized” needs
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Stop acting like a COOK
& become a CHEF, to
create your own
recipes… you need to
know the ingredients
well first though
Let’s go through the main Ingredients to
solve these issues by creating your own
successful International SEO recipes
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Selecting The International
Markets w/ the Highest Potential
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Don’t rely exclusively in completely automatized tools
to validate the potential of international markets
UPS!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Identify the top country markets in your industry that
you’re still not targeting & their search traffic share
Use
SimilarWeb
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which countries have the highest search traffic volume?
Which are the top keywords & competitors?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which of these are already being leveraged by your
competitors? How are they performing for them?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
You can use SEMrush, Sistrix or SearchMetrics
alternatively to verify this too
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… and how you’re already performing for these markets
even if you’re still not targeting them?
This will
be your
starting
point
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify the traffic trend, used devices, 

ranked keywords, pages & conversion performance
Use
Google
Analytics &
Search
Console
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Expand the keywords with a research 

to identify search patterns & opportunities
Use
KeywordTool.io
& KWFinder along
Google’s tools to
validate volume
& trends
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Assess the Top International Country Markets with

the identified data to prioritize them
Other 

Traffic 

Drivers
Seasonality
& Trend
Search
Engines
 Devices
Competitors
Authority
KeywordsOrganic
Search
Traffic
Volume &
Share
COUNTRY
CURRENT
ORGANIC
SEARCH
TRAFFIC
COMPETITION
LEVEL
SEARCH VOLUME
OPPORTUNITY
SEARCH
TREND IN
MARKET
SEARCH
ENGINE USED
SPAM LEVEL
UK 100 per month High 500,000 searches per month Positive Google Low
Spain 50 per month Medium 300,000 searches per month Positive Google Medium
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify if there’s enough organic search traffic to
compensate 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
=
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Use the International ROI calculator to make it easier
http://www.aleydasolis.com/en/
international-seo-tools/roi-calculator/
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s time to make a decision regarding the 

International search 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 a
pilot project
prioritizing
main pages
Create
custom alerts
in GA
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Say Goodbye to Non-Beneficial
International Web Versions!
Establishing in your selected markets
with the right International targeting
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Should your target countries or languages with 

your International 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
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Should your target countries or languages with 

your International Web Presence?
VS
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
International Targeting Web Structure Alternatives
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/
Sub-directories
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
Sub-domains
es.yourbrand.com/
es.yourbrand.com/categoria-a/
FOR LANGUAGE TARGETING
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
FOR COUNTRY TARGETING FOR LANGUAGE TARGETING
* 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
* 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
ccTLDs
Sub-directories
Sub-domains
International Targeting Web Structure Alternatives
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Be careful when “mixing” the different Web structures
This is a
subdomain, not
really a ccTLD,
doesn’t have its
benefits and all the
cons! Better to use
linet.co.uk
The additional /ru/
subdirectory is not
needed if you’re
already using a .ru
ccTLD
UPS!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Or overlapping them! Remember that “continent” 

or “zone” targeting is not supported by Google
This should be
the general
“Spanish” & “English”
Language Target,
not Latin America
or Europe
UPS!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s not recommended to use parameters for
language or country targeting
You’ll have
issues to
Geolocate
UPS!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… as well as not recommended to use scripts &
cookies to show all versions in the same URLs
In Spanish In English
UPS!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Verify which extensions are treated as generic
https://support.google.com/webmasters/answer/1347922?hl=en
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
If you’re using sub-directories or sub-domains to country
target, register & geolocate in the Search Console
This is only
enabled for
gTLDs not
already
geolocalized
ccTLDs
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Take into consideration which Web structures 

are used by top sites in the market
TRAVEL IN CZECH REPUBLIC
TRAVEL IN THE UK
Most of
ccTLDs Most of
gTLDs
The extensions of pages ranking for the most popular
terms in your international industries
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
co.uk
net
co.uk
com
co.uk
co.uk
com
co.uk
com
cz
In certain
countries
a ccTLD &
local IP will
be much
more
important
As well as their level of authority vs. yours
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
You can use these tools to verify international results
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
No more erroneous international
target
Successfully configuring your
site to Rank for its Target
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Localize your Web Content & Overall Web Experience
with the Relevant Language & Targeted Keywords
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Meta
Description
URL
Title
Menu
Currency
Images
H1
Content
Don’t
leave your URLs
in English always,
latinized
languages if
needed
UPS!
VS
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Remember that although language might be the 

same terms could be different and should be localized
In Argentina In Mexico
Podés
Creá
Registrate
Creá
UPS!
VS
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
In Japan In Spain
Not only the content, but also the design; 

based on local preferences. Like this…
So if you have the exact same design you might want
to analyze local competitors & audiences preferences
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
In Japan
In Czech
RepublicVS
UPS!
Native language is key for research, content
development and on-going support
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
You should also indicate your international targeting
with the meta & html lang tag
http://bit.ly/binglang
As well as to specify them by implementing hreflang
annotations in each one of your pages
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
http://bit.ly/hreflangannotations
There are 3 ways to include it, but the best is directly
into the HTML inside the <head>
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
But what if there are too many of them? Include only
the necessary ones checking traffic misalignment
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Other countries
organic search
traffic & visibility in
UK site
Beware of including incorrect hreflang values…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s not “en-uk”
but “en-gb” to
specify English in
the UK
Mapping to non-existing or mistaken URLs…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
An absolute URL
without the “http://“
An English value
added to the
Spanish Home
Page Version
Not mapping back between URLs…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
The English
version home page
points to the
Brazilian one, but this
doesn’t add its
tags back
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
… And remember to be consistent with your targeting
UPS!
Avoid hreflang annotations issues by using the
hreflang tag generator tool
http://www.aleydasolis.com/en/international-
seo-tools/hreflang-tags-generator/
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
If you decide to add them in XML sitemaps use these
generators to facilitate the implementation
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
http://bit.ly/hreflangsitemap
Make Sure to
Consolidate the
XML sitemaps in
one file to
better monitor
them
Google Search Console will warn you about hreflang
errors they identify
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
But you should directly validate their implementation
by using an SEO crawler
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
www.screamingfrog.co.uk/seo-spider/
Some of them directly verifies hreflang tags without
requiring any further configuration
onpage.org
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Avoid automatic redirects based on user IP or browser
language with potential crawling issues…
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
…or backlash from your users from assuming too much
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
The same with intrusive pop-ups or overlays
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s better to suggest the appropriate version to your
users, in case they don’t land in it
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
No more non-relevant
international Web versions!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Connecting & growing your
authority with your
international audience
Identify the characteristics of the links & mentions
you need to grow your authority vs. your competitors
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Popular
Topics
Traffic Channels
Characteristics
Audience
share behavior
& search
seasonality
Local
Influencers &
Top Referrers
Popular Content
Characteristics
Local
Competitor
Authority Profile
What’s the gap from an authority perspective with
your international competitors?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
There are
foreign markets
where local &
multinational players do
not have a high level of
authority (or optimization)
necessarily, which you
can profit from
Identify your International audiences preferences:
What content do they prefer?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
www.buzzsumo.com
www.cognitiveseo.com
Which are their favorite social networks and how do
they share?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which other sites do they visit?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Who are the influencers there to connect with 

and how do they share?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Which relevant & authoritative local sites could you
outreach to collaborate?
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
www.kerboo.com
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
www.kerboo.com
Which relevant & authoritative local sites could you
outreach to collaborate?
Identify seasonality, local festivities, news & trends
that you can leverage
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Use this to develop & promote your content & overall
brand presence in the new markets
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
They can do it, and you too!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
They can do it, and you too!
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Forget about low

International Authority
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
It’s time to create your own
successful International SEO
Recipes with these ingredients
#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
Díky! Dotazy?

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SEO for Content: Better Together #AMAVESEOSEO for Content: Better Together #AMAVESEO
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The Key Ingredients for International SEO Success #MKTFest

  • 1. The Key Ingredients for International SEO Success in Competitive Countries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 2. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Ahoj Brno
  • 3. I SPEAK #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI I DO SEO ORAINTI.COM @ALEYDA I SHARE I WRITE I AM Ahoj Brno
  • 4. Finding the right ingredients to Conquer International Search Markets can be tough… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 5. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI But we have Google’s Best Practices Recipes don’t we? https://support.google.com/webmasters/answer/182192?hl=en
  • 6. Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 7. Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on your current configuration & your market search results & competitors
  • 8. How you do you connect with foreign users & compete with local brands? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 9. How you do you connect with foreign users & compete with local brands? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on the cultural preferences & characteristics of your audience & competitors
  • 10. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI How do you avoid ending up with too many international versions you can’t maintain?
  • 11. How do you avoid ending up with too many international versions you can’t maintain? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on the validation of each market potential and avoiding the non- viable ones
  • 12. How you do you rank in competitive markets if you’re starting from scratch? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 13. How you do you rank in competitive markets if you’re starting from scratch? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Depends on your initial SEO status, your authority & how optimized your competitors are
  • 14. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Yikes! They’re not necessarily that helpful with your “personalized” needs
  • 15. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Stop acting like a COOK & become a CHEF, to create your own recipes… you need to know the ingredients well first though
  • 16. Let’s go through the main Ingredients to solve these issues by creating your own successful International SEO recipes #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 17. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Selecting The International Markets w/ the Highest Potential
  • 18. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Don’t rely exclusively in completely automatized tools to validate the potential of international markets UPS!
  • 19. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Identify the top country markets in your industry that you’re still not targeting & their search traffic share Use SimilarWeb
  • 20. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which countries have the highest search traffic volume? Which are the top keywords & competitors?
  • 21. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Which of these are already being leveraged by your competitors? How are they performing for them?
  • 22. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You can use SEMrush, Sistrix or SearchMetrics alternatively to verify this too
  • 23. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … and how you’re already performing for these markets even if you’re still not targeting them? This will be your starting point
  • 24. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify the traffic trend, used devices, 
 ranked keywords, pages & conversion performance Use Google Analytics & Search Console
  • 25. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Expand the keywords with a research 
 to identify search patterns & opportunities Use KeywordTool.io & KWFinder along Google’s tools to validate volume & trends
  • 26. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Assess the Top International Country Markets with
 the identified data to prioritize them Other 
 Traffic 
 Drivers Seasonality & Trend Search Engines
 Devices Competitors Authority KeywordsOrganic Search Traffic Volume & Share COUNTRY CURRENT ORGANIC SEARCH TRAFFIC COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET SEARCH ENGINE USED SPAM LEVEL UK 100 per month High 500,000 searches per month Positive Google Low Spain 50 per month Medium 300,000 searches per month Positive Google Medium
  • 27. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify if there’s enough organic search traffic to compensate 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 =
  • 28. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Use the International ROI calculator to make it easier http://www.aleydasolis.com/en/ international-seo-tools/roi-calculator/
  • 29. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to make a decision regarding the 
 International search 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 a pilot project prioritizing main pages Create custom alerts in GA
  • 30. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Say Goodbye to Non-Beneficial International Web Versions!
  • 31. Establishing in your selected markets with the right International targeting #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 32. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Should your target countries or languages with 
 your International 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
  • 33. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Should your target countries or languages with 
 your International Web Presence? VS
  • 34. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI International Targeting Web Structure Alternatives 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/ Sub-directories www.yourbrand.com/es/ www.yourbrand.com/es/categoria-a/ Sub-domains es.yourbrand.com/ es.yourbrand.com/categoria-a/ FOR LANGUAGE TARGETING
  • 35. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI FOR COUNTRY TARGETING FOR LANGUAGE TARGETING * 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 * 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 ccTLDs Sub-directories Sub-domains International Targeting Web Structure Alternatives
  • 36. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Be careful when “mixing” the different Web structures This is a subdomain, not really a ccTLD, doesn’t have its benefits and all the cons! Better to use linet.co.uk The additional /ru/ subdirectory is not needed if you’re already using a .ru ccTLD UPS!
  • 37. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Or overlapping them! Remember that “continent” 
 or “zone” targeting is not supported by Google This should be the general “Spanish” & “English” Language Target, not Latin America or Europe UPS!
  • 38. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s not recommended to use parameters for language or country targeting You’ll have issues to Geolocate UPS!
  • 39. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … as well as not recommended to use scripts & cookies to show all versions in the same URLs In Spanish In English UPS!
  • 40. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Verify which extensions are treated as generic https://support.google.com/webmasters/answer/1347922?hl=en
  • 41. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI If you’re using sub-directories or sub-domains to country target, register & geolocate in the Search Console This is only enabled for gTLDs not already geolocalized ccTLDs
  • 42. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Take into consideration which Web structures 
 are used by top sites in the market TRAVEL IN CZECH REPUBLIC TRAVEL IN THE UK Most of ccTLDs Most of gTLDs
  • 43. The extensions of pages ranking for the most popular terms in your international industries #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI co.uk net co.uk com co.uk co.uk com co.uk com cz In certain countries a ccTLD & local IP will be much more important
  • 44. As well as their level of authority vs. yours #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 45. You can use these tools to verify international results #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 46. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI No more erroneous international target
  • 47. Successfully configuring your site to Rank for its Target #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 48. Localize your Web Content & Overall Web Experience with the Relevant Language & Targeted Keywords #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Meta Description URL Title Menu Currency Images H1 Content Don’t leave your URLs in English always, latinized languages if needed UPS!
  • 49. VS #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Remember that although language might be the 
 same terms could be different and should be localized In Argentina In Mexico Podés Creá Registrate Creá UPS!
  • 50. VS #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI In Japan In Spain Not only the content, but also the design; 
 based on local preferences. Like this…
  • 51. So if you have the exact same design you might want to analyze local competitors & audiences preferences #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI In Japan In Czech RepublicVS UPS!
  • 52. Native language is key for research, content development and on-going support #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 53. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI You should also indicate your international targeting with the meta & html lang tag http://bit.ly/binglang
  • 54. As well as to specify them by implementing hreflang annotations in each one of your pages #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI http://bit.ly/hreflangannotations
  • 55. There are 3 ways to include it, but the best is directly into the HTML inside the <head> #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 56. But what if there are too many of them? Include only the necessary ones checking traffic misalignment #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Other countries organic search traffic & visibility in UK site
  • 57. Beware of including incorrect hreflang values… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s not “en-uk” but “en-gb” to specify English in the UK
  • 58. Mapping to non-existing or mistaken URLs… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI An absolute URL without the “http://“ An English value added to the Spanish Home Page Version
  • 59. Not mapping back between URLs… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI The English version home page points to the Brazilian one, but this doesn’t add its tags back
  • 60. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI … And remember to be consistent with your targeting UPS!
  • 61. Avoid hreflang annotations issues by using the hreflang tag generator tool http://www.aleydasolis.com/en/international- seo-tools/hreflang-tags-generator/ #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 62. If you decide to add them in XML sitemaps use these generators to facilitate the implementation #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI http://bit.ly/hreflangsitemap Make Sure to Consolidate the XML sitemaps in one file to better monitor them
  • 63. Google Search Console will warn you about hreflang errors they identify #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 64. But you should directly validate their implementation by using an SEO crawler #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.screamingfrog.co.uk/seo-spider/
  • 65. Some of them directly verifies hreflang tags without requiring any further configuration onpage.org #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 66. Avoid automatic redirects based on user IP or browser language with potential crawling issues… #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 67. …or backlash from your users from assuming too much #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 68. The same with intrusive pop-ups or overlays #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 69. It’s better to suggest the appropriate version to your users, in case they don’t land in it #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 70. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI No more non-relevant international Web versions!
  • 71. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Connecting & growing your authority with your international audience
  • 72. Identify the characteristics of the links & mentions you need to grow your authority vs. your competitors #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Popular Topics Traffic Channels Characteristics Audience share behavior & search seasonality Local Influencers & Top Referrers Popular Content Characteristics Local Competitor Authority Profile
  • 73. What’s the gap from an authority perspective with your international competitors? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI There are foreign markets where local & multinational players do not have a high level of authority (or optimization) necessarily, which you can profit from
  • 74. Identify your International audiences preferences: What content do they prefer? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.buzzsumo.com www.cognitiveseo.com
  • 75. Which are their favorite social networks and how do they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
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  • 77. Who are the influencers there to connect with 
 and how do they share? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 78. Which relevant & authoritative local sites could you outreach to collaborate? #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.kerboo.com
  • 79. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI www.kerboo.com Which relevant & authoritative local sites could you outreach to collaborate?
  • 80. Identify seasonality, local festivities, news & trends that you can leverage #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 81. Use this to develop & promote your content & overall brand presence in the new markets #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 82. They can do it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 83. They can do it, and you too! #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI
  • 84. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Forget about low
 International Authority
  • 85. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI It’s time to create your own successful International SEO Recipes with these ingredients
  • 86. #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI Díky! Dotazy?