In this slides you will find some real International SEO case histories, which present well how theory often fights with the reality shaped by the business strategy of a company. You will find not the usual issues about hreflang and redirections and how I solved them.

1. 7-8-9 NOVEMBRE
2016

2. Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net

5. TRUE
INTERNATIONAL
SEO STORIES
#SMXL @gfiorelli1

6. #SMXL @gfiorelli1

7. For instance, it let you discover
what scientists in Antarctica do
in their spare time (spoiler: they
play chess online)#SMXL @gfiorelli1

8. But it also is a specialty, where
many sites transform
opportunities in disasters
#SMXL @gfiorelli1

9. “I cloned our English website for all the
164 nations recognized by the United
Nations.”
#seohorrorstories

10. Big Brands
(obviously)
have an
international
marketing
strategy#SMXL @gfiorelli1

11. However, also
small local
business can
take advantage
out of it#SMXL @gfiorelli1

12. BUSINESS
FIRST
#SMXL @gfiorelli1

13. #SMXL @gfiorelli1

14. #SMXL @gfiorelli1
País Clics Idioma 1 Idioma 2 Idioma 3
USA 128.193 En-US Es (menos del 2% del
tráfico total)
Pt (menos de un 1% del
tráfico total)
España 74.402 Es-ES En (un 6% del tráfico total) De (poco más de un 1%
del tráfico total)
UK 59.012 En-GB Es (menos de 1% del
tráfico total)
Pl (menos de un 0,5% del
tráfico total)
Argenti
na
55.979 Es En (un 4,5% del
tráfico total)
Ningún otro idioma
tiene % relevantes
Canadá 50.442 En Fr (un 16% del tráfico
total)
Ningún otro idioma tiene
% relevantes
México 42.512 Es (un 66% del tráfico
total)
En (un 23% del tráfico
total)
De (un 1% del tráfico
total)
Brasil 27.134 Pt-BR (un 93% del tráfico
total)
En (un 4% del tráfico total) Ningún otro idioma tiene
% relevantes
Alemania 24.940 De (un 89% del tráfico
total)
En (un 7% del tráfico total) It (un 1,2% del tráfico
total)
Italia 17.345 It (un 94% del tráfico
total)
En (un 3,3% del tráfico
total)
Ningún otro idioma tiene
% relevantes
Uruguay 15.248 Es (un 97% del tráfico
total)
En (un 2,7% del tráfico
total)
Ningún otro idioma tiene
% relevantes
Segmenting
per country,
what language
the users
speak?
(Google
Analytics –
GSC)

15. #SMXL @gfiorelli1
Segmenting per country, what
language convert the most?
País Idioma 1 Idioma 2 Idioma 3 Idioma 4
USA en-US – 775 es – 7 en-GB – 4 es-ES – 2
España es – 305 es-ES -142 en-US - 45 es-419 - 8
UK en-UK – 227 en-US – 186 de-DE – 1 -------------
Argentina es - 133 es-ES 49 es-419 - 36 es-AR – 24
Canadá en-US – 45 en-CA – 6 en-GB – 3 -------------
México es – 93 es-419 – 45 es-US – 38 es-MX – 31
Brasil pt-BR – 192 en-US – 22 es-419 -1 es-es – 1
Alemania de-DE – 36 de – 27 en-US – 14 es-es – 2
Italia it – 43 it-IT – 42 en-US – 9 es-es – 1
Uruguay es – 14 es-ES – 3 es-UY – 1 -------------

16. #SMXL @gfiorelli1
And what
present the
best
revenues?
País Idioma 1 Idioma 2 Idioma 3 Idioma 4
USA (1.385.775,72 €) en-US
(1.359.926,34 €)
es – (6.229,05 €) es-ES (6.205,88 €) zh-CN (3.481,28 €)
México
(1.778.485,76 €)
es (565.909,31 €) es-419 (476.697,86 €) en-US (260.334,61 €) es-MX (162.270,08 €)
España
(1.334.441,14 €)
es (676.281,67 €) es-ES (328.540,17 €) es-US (215.276,50 €) it-IT (33.470,47 €)
Brasil (840.190,23 €) pt-BR (741.223,57 €) en-US (89.979,58 €) es-es (5.503,26 €) es-PE (2.196,32 €)
UK (761.497,17 €) en-GB (402.178,24 €) en-US (357.687,08 €) de-de (1.631,84 €) ------------------
Argentina
(634.201,04 €)
es (319.507,68€) es-ES
(125.343,49€)
es-419
(77.867,89 €)
en-US
(59.175,35 €)
Francia
(306.089,98 €)
fr-FR (189.308,14 €) fr (86.847,05 €) en-US (17.169,71 €) zh-CN (7.370,86 €)
Alemania
(207.273,18 €)
de-de (101.878,18 €) de (63.663,17 €) en-US (15.539,07 €) sv-SV (9.467,64 €)
Italia (193.668,23 €) it (102.048,15 €) it-IT (72.198,16 €) en-US (10.845,29 €) es (7.619,68 €)
Canadá
(103.357,81 €)
en-US (84.592,49 €) en-CA (11.075,60 €) en-GB (7.689,72 €) -------------------

17. #SMXL @gfiorelli1
Why analyzing all these
things?

18. #SMXL @gfiorelli1
Why analyzing all these
things?
• To individuate priorities

19. #SMXL @gfiorelli1
Why analyzing all these
things?
• To individuate priorities
• To individuate waste

20. #SMXL @gfiorelli1
Why analyzing all these
things?
• To individuate priorities
• To individuate waste
• To individuate
opportunities

21. FOR
UNDERSTANDING
THE CAUSE OF
INTERNATIONAL SEO
ISSUES

30. #SMXL @gfiorelli1
RESULT

31. #SMXL @gfiorelli1
RESULT
• Google indexes only the
language versions
targeting the USA

32. #SMXL @gfiorelli1
RESULT
• Google indexes only the
language versions
targeting the USA
• Non USA users are
frustrated

33. #SMXL @gfiorelli1
SOLUTION?
A (creative) use
of the Hreflang
markup

34. www.palladiumhotelgroup.com (302)
www.palladiumhotelgroup.com/en/ (hreflang “x-default” y “en”)
www.palladiumhotelgroup.com/es/ (hreflang “es”)
www.palladiumhotelgroup.com/pt/ (hreflang “pt”)
www.palladiumhotelgroup.com/de/ (hreflang “de”)
www.palladiumhotelgroup.com/fr/ (hreflang “fr”)
www.palladiumhotelgroup.com/it/ (hreflang “it”)
www.palladiumhotelgroup.com/ru/ (hreflang “ru”)
www.palladiumhotelgroup.com/en-US/ (hreflang “x-default” y “en-US)
www.palladiumhotelgroup.com/es-US/ (hreflang “es”)
www.palladiumhotelgroup.com/en-GB/ (hreflang “en-GB”)
www.palladiumhotelgroup.com/es-ES/ (hreflang “es-ES”)
www.palladiumhotelgroup.com/en-ES/ (hreflang “en-ES”)
www.palladiumhotelgroup.com/pt-BR/ (hreflang “pt-BR”
www.palladiumhotelgroup.com/en-BR/ (hreflang “en-BR”)
www.palladiumhotelgroup.com/de-DE/ (hreflang “de-DE”
www.palladiumhotelgroup.com/en-DE/ (hreflang “en-DE”)
www.palladiumhotelgroup.com/fr-FR/ (hreflang “fr-FR”
www.palladiumhotelgroup.com/en-FR/ (hreflang “en-FR”
www.palladiumhotelgroup.com/it-IT/ (hreflang “it-IT”)
www.palladiumhotelgroup.com/en-IT/ (hreflang “en-IT)
www.palladiumhotelgroup.com/es-MX/ (hreflang “es-MX”)
www.palladiumhotelgroup.com/en-MX/ (hreflang “en-MX”)

35. #SMXL @gfiorelli1
BEWARE!!
en_US

36. #SMXL @gfiorelli1
BEWARE!!
en_US
en-US

37. #SMXL @gfiorelli1
ATTENTI!!
en_UK

38. #SMXL @gfiorelli1
BEWARE!!
en_UK
en-GB

39. #SMXL @gfiorelli1

41. #SMXL @gfiorelli1
WHY?
In the 90% of
cases, the href of
the hreflang is not
a canonical URL

42. #SMXL @gfiorelli1
SOLUTION?
Before even
thinking about
international
SEO…

43. #SMXL @gfiorelli1
… audit your website and fix
all the rel=“canonical” issues

44. #SMXL @gfiorelli1
Pay attention to distractions

45. #SMXL @gfiorelli1
Pay attention to distractions

46. #SMXL @gfiorelli1
Revise 302 + “hl” cookies

47. #SMXL @gfiorelli1
Mobile
Crawl First
is here

50. #SMXL @gfiorelli1
SOLUTION?
Revise &
implement
hreflang in your
mobile website, if
it’s the case

51. #SMXL @gfiorelli1
Talking about Mobile and
International SEO

52. #SMXL @gfiorelli1
What’s the SiteSpeed per
country?

53. #SMXL @gfiorelli1
Revise, fix and go Cloud

54. For questions, write to
gianluca@iloveseo.net