The Keystone of Your International Marketing Strategy is SEO

Eli Schwartz, Director of Marketing APAC

ClickZ Singapore October 22, 2015

SurveyMonkey Is the World’s #1 Survey Platform

2

3MSurvey responses are generated daily

17KNew sign-ups daily

90MUnique visitors every month

“SurveyMonkey turns online surveys into a hot business.”

“One of the hottest startupsto watch.”

Non-Profit27%

Personal1%

Education21%

Govt.9%

For-Profit42%

We Have 20+ Million Registered Users of All Types

99% of the Fortune 500

Growth Is on a Global Scale

English

Português

TürkçeItaliano

Français

DanskDeutsch

Nederlands

Norsk Svenska

Suomi

Русский

Русский한국어中文 (繁體 )

Español

Why SEO?

Internet growth around the world

Languages around the world

87%

13% English (Primary & Secondary)

Everything else

Google?

Bing? English is only the 3rd most popular language

Massive disparity = Big opportunity

15x!

Mobile vs Desktop Internet Users

This world doesn’t belong to Facebook

It belongs to Google

Google considers this the future

Most important thing you will ever hear about Google and SEO

It’s all about intent!

US

It’s all about intent!

US

It’s all about intent!

UK

It’s all about intent!

UK

What changed?

This

How does google interpret queries?

How does google interpret queries?

How does google interpret queries?

How does google interpret queries?

How does google interpret queries?

Real world examples

Real world examples

Google is creepy

Google is creepy

Google is creepy

Google is creepy

PSA: Global results you see are not real

Google is local

Results are local

But not necessarily outside of the USA

Indonesian Results in Malaysia

Capitalize on the opportunity

Digitize and Translate Everything

Translations must be in-text

Don’t machine translate

Use Google Translate…Begrudgingly ..

Discover who else is REALLY ranking

…And copy them

…And copy them

…And copy them

Use local signals

No Singapore Shipping

• Keyword density• Exact keyword matches

PluralizationSynonymsPhrase order matching

• Duplicate content

Synonyms don’t matter in English

But they do in German

In the US, Google captures intent

Even within one country we have different ways of referring to the same exact thing

Not so much outside the US

Quebec France

Use the right letters in your keywords

Some international keyword tools

A few more things

Auto-targeting

• Leave an escape option if

the targeting is wrong

• Send users to an an actual

URL – don’t just proxy

content

• Googlebot will always be in

the US

• Ensure there are links for the

bot to find international

content

• ccTLD is the best but not popular• Subdirectory is next best• Avoid subdomains

Domain structure

Links?

Use surveys for quick local content & PR

Any questions?elis@surveymonkey.com Find me on LinkedInTwitter: @5le