Date post: | 16-Apr-2017 |
Category: |
Marketing |
Upload: | aleyda-solis |
View: | 2,333 times |
Download: | 1 times |
#InternationalContent at #Pubcon by @aleyda from @orainti
The International Content Success Kit
#InternationalContent at #Pubcon by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
I’m Aleyda Solis
I Write I Speak I’m Featured
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Managing Content for International Environments can be complex
#InternationalContent at #Pubcon by @aleyda from @orainti
Development Promotion
MonitoringPublishing
#InternationalContent at #Pubcon by @aleyda from @orainti
Every phase of the content creation & management process has challenges …
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti
Which are multiplied by the number of international markets
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti
Like this!
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Although they should be aligned from an operational & business perspective
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience Making it Relevant
Measuring the impactEffectively Targeting it
#InternationalContent at #Pubcon by @aleyda from @orainti
They should also address specific audience & markets preferences & goals
#InternationalContent at #Pubcon by @aleyda from @orainti
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
Connecting with the Audience
Measuring the impactEffectively Targeting it
Making it Relevant
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Like this!
Localization of global product
Specific based on
local events
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Complex? Yes, but with a huge potential…
emarketer.com
Probably you should too ;)
Some markets are still unserved
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
… and highly profitable if done well.
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
The best to avoid having, “all your eggs in one bag”, making SEO great again!
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Here’s a Kit of International Content Tips & Tools for Success
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR VALIDATING THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Validate first which are your international target markets: Countries or Languages?
#InternationalContent at #Pubcon by @aleyda from @orainti
Country Targeted
Language Targeted
#InternationalContent at #Pubcon by @aleyda from @orainti
Although country targeting is the ideal sometimes is not the best for the process
#InternationalContent at #Pubcon by @aleyda from @orainti
Language Country
#InternationalContent at #Pubcon by @aleyda from @orainti
Keep in mind that Google doesn’t support continents as targets
#InternationalContent at #Pubcon by @aleyda from @orainti
http://bit.ly/internationaltargetThis
is not supported
#InternationalContent at #Pubcon by @aleyda from @orainti
All this is critical to avoid errors when configuring your Web content target
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
And end-up having content misalignments issues afterwards, besides poor results!
#InternationalContent at #Pubcon by @aleyda from @orainti
“Car Hire Sydney” in google.co.uk full of Australian ccTLDs and only gTLD that is UK targeted
com.au
com.au
com.au
com.au
com
Hertz is ranking with its Australian ccTLD despite having a UK one targeting that query
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR UNDERSTANDING
THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Once you establish the target markets, it’s a must to identify their behavior
#InternationalContent at #Pubcon by @aleyda from @orainti
Seasonality & Local
Festivities
Product & Service
Preferences
Local competition
Preferred devices
Preferred Search Engine
#InternationalContent at #Pubcon by @aleyda from @orainti
Beware of trusting translator tools tho! It’s important to have someone native to do it
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who are your competitors per market?
#InternationalContent at #Pubcon by @aleyda from @orainti
similarweb.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Top Queries around your products & services
#InternationalContent at #Pubcon by @aleyda from @orainti
kwfinder.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Their search trend & difficulty
#InternationalContent at #Pubcon by @aleyda from @orainti
semrush.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Your local search results functionality & visibility opportunities
#InternationalContent at #Pubcon by @aleyda from @orainti
Moz Keyword Explorer
serpchecker.com
#InternationalContent at #Pubcon by @aleyda from @orainti
The ones already giving visibility to your competitors in that market
#InternationalContent at #Pubcon by @aleyda from @orainti
semrush.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Their specific search behavior per device
#InternationalContent at #Pubcon by @aleyda from @orainti
sistrix.com
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Your local competitors most visited content
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Here’s a Keyword Matrix Tool segmenting the ones with International Support
bit.ly/keywordmatrix
#InternationalContent at #Pubcon by @aleyda from @orainti
Verify what’s the most linked content
#InternationalContent at #Pubcon by @aleyda from @orainti
cognitiveseo.com
#InternationalContent at #Pubcon by @aleyda from @orainti
And the most shared one!
#InternationalContent at #Pubcon by @aleyda from @orainti
buzzsumo.com
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Understanding local preferences & behavior of the user is key & shouldn’t be extrapolated
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Otherwise you will end-up having this! Which is how foreign players lose in international SEO
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR CONNECTING WITH THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Define a Internationally Targeted Editorial Calendar based on the findings
Country Language Platform Media Category Topic Resources Promotion Person in Charge
Publish Date
UK English LinkedIn Post Flat Rentals How to find the best price in central London
Pricing & location data
LinkedIn Property Group
Person A 12/12/16
UK English Web Webinar Property investment
How to select your mortgage
Multimedia & Design
Social networks & Newsletter
Person A 12/12/16
US English Pinterest Photos Board
House Decoration
DIY Children Decoration
Photos Newsletter Person B 12/12/16
Spain Spanish Twitter Tweet stories
Local Festivities
Best Apartments to Rent for San Fermin
Pricing & location data
Social Networks
Person C 12/12/16
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Establish a process of content creation including native & specialized validation
Native Marketer for
Keyword Research
Native copywriter to
developPUBLISH
Native specialist
to validate
Native marketer
to validate
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Make sure that the content is only correctly published in the relevant Web presence
Pointless English version
in Spain that will generate index
bloat
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
Each piece of content should also be relevantly optimized for their specific audience
Meta Description
URL
Title
Currency
Images
H1
Text
Don’t leave your URLs in
English, use the appropriate
language with latin characters
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
And not only the content, but the overall Web experience based on local preferences
In the USIn
Japan
#InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti
FOR PROMOTING TO THE AUDIENCE
#InternationalContent at #Pubcon by @aleyda from @orainti
Where is your audience sharing and what’s the type of content they prefer to share?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who’s sharing in that community?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Who’s writing about those same topics?
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Which Websites you can easily get in touch with?
#InternationalContent at #Pubcon by @aleyda from @orainti
kerboo.com
#InternationalContent at #Pubcon by @aleyda from @orainti
You’ll need to contact them, especially at the beginning!
#InternationalContent at #Pubcon by @aleyda from @orainti
pitchbox.com
#InternationalContent at #Pubcon by @aleyda from @orainti
Don’t expect the results to be the same than in the US though
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
Because you won’t need them to be either!
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
But it’s key to understand what works or not, how & why to replicate though!
#InternationalContent at #Pubcon by @aleyda from @orainti
seomonitor.com
#InternationalContent at #Pubcon by @aleyda from @orainti
To achieve success with your content in your international search markets
#InternationalContent at #Pubcon by @aleyda from @orainti
#InternationalContent at #Pubcon by @aleyda from @orainti
THANKS!