When rolling out new content or updating existing pages, there are many factors that need to be considered to ensure search engine success. Drawing on real-life examples, Gianluca Fiorelli provides actionable tips for researching, creating and implementing SEO-friendly content on an international scale.

1. Gianluca Fiorelli Managing on-page optimisation for multilingual sites

2. Gianluca Fiorelli
iloveseo.net - @gfiorelli1

37. IT Homepage
Link Profile
ES Homepage
Link Profile

39. Meanwhile…

41. Interests

42. Idea
Using Google to
discover the interests
of the Spanish people

43. Use Google to rank on Google

44. Use Google to rank on Google

45. Use Google to rank on Google

46. Use Google to rank on Google
ENTITIES
USE THE COMMENTS AND FAQs
TO DISCOVER SHARED PAIN
POINTS OF THE DESTINATION
AND ITS STRENGTHS

47. Collect all the data

48. Data
overload risk

49. Need to prioritize
Google Trends to the
rescue

50. Google Trends to the rescue

51. DON’T
WATCH THE
TRENDS
LINES
ONLY!

52. DON’T
WATCH THE
TRENDS
LINES
ONLY!

54. However, various “unofficial”
Google Trends API or hacks
exist:
https://github.com/GeneralMills/pytrends
https://www.npmjs.com/package/google-trends-api
http://pablobarrios.es/seo/manipulando-google-
trends-para-seo/

59. Other Tools

62. Keyword
research

63. We have
• List of prioritized topics
• Our “mother-language”
kw research
• Our own data from PPC
campaigns
• Our own data from
Google Search Console
• Data from tools
• KW from competitors’
analysis

64. Then, we must use the services of
professionals for correcting, localizing
and further enlarging our keyword base
Agencies Professionals Intl SEO Agencies
or Consultants

66. The higher the CPC, usually higher is the transactional intent.
The competition value can indicate us mixed intents

67. Understanding search intent is not different from
doing search intent analysis for our mother language
• Informational (details, characteristics…)
• Navigational (brand, product name…)
• Commercial Investigation (facets)
• Transactional (comprar, descuento, coupon,
ofertas…)
http://www.seonick.net/keyword-matrix/#Tagging_For_Intent

68. However, for the
main keywords
it is always better to
look the SERPs with
our own eyes

69. “List” Article
“Where” Article
“List” Article
“List” Article
“List” & “Where Article
Clear Informational Search Intent…

70. 3 Pack
Pain Point
… with implied local search intent

71. Local Search Intent
Use this for:
- Pain Points
discovery
- New content ideas
Use this also for
guiding your internal
linking

72. Pass the brief with
Search Intent (needed for
tone of voice), preferred
Content Format, Primary
& Secondary KWs,
Related Topics/Content
for internal linking to the
native writers.

74. SEARCH
INTENT
E
A
T PEOPLE
ALSO
ASK
E
A
T
PILLAR PAGE

79. Transcreation low priority contentPre-production Transcreation priority content On Going
Transcreation low priority contentPre-production Transcreation priority content On Going
Transcreation low priority contentPre-production Transcreation priority content On Going
Transcreation low priority contentPre-production Transcreation priority content On Going
Market A – Highest Priority
Market B – Priority A1
Market C – Priority A2
Market D – Priority B1

80. Only doing
this work we
can have a
real localized
On Page
optimisation
‘’There is your audience. There is
the language. There are the words
they use’’
(Eugene Schwartz)

81. And localize our websites for the local
buyer personas
Buyer personas are research-based archetypal (modeled)
representations of who buyers are,
what they are trying to accomplish,
what goals drive their behavior,
how they think,
how they buy,
and why they make buying decisions.
TONY ZAMBITO

82. Gianluca Fiorelli
iloveseo.net - @gfiorelli1
Thank you!