Gianluca Fiorelli’sPractical Guide To International
Inbound Marketing
Are you ready to conquer new markets?
Then understand that we do not live in a English world
6,450,000,000
Business first
Globalization = People move
Globalization = Goods move
He obviously needs anInternational Strategy
But he needs anInternational Strategy too
Before thinking about marketing…
TECH
CONTENT
LOCALIZATION
LOGISTICS
PRICING
LAW
The Inbound channels
SEARCH
CONTENT
SOCIAL
ANALYTICS Inbound
The Inbound channels
Analytics
Use data to inform your decision
This first
Analyse your competitors - Search (Similarweb)
Analyse your competitors - Social (RivalIQ)
Analyse your competitors -Referrals (Similarweb)
Multi-country or Multilingual?
Is Local a strategic asset for your business?
Yes No
Does exist justifiable traffic/revenue from foreign countries?
Yes No
MultilingualMulticountry
The Inbound channels
SEARCH
Optimize your main site 1st before creating international versions
Dilemma - Multilingual
Ideal for businesses with small resources
Ideal for businesses with very very big
website/dbase (avoid complexity)
Dilemma - Multi-Country
Better for geo-targeting.Needs longer times
before success.
Only with Gtlds (can geo-target).
Folders are synergic.
Only with Gtlds (can geo-target).
Only in case of great complexities.
Do not be silly…
Don’t use same URL via scripts
Do not use parameters
Localize the URL!
Redirect via IP? User Browser? Alert?
Hreflang: what Google says
Hreflang: tools
Mistake #1: Wrong ISO Code
Mistake #2: Inconsistent Hreflang
Mistake #3: Cross Canonical
Mistake #4: Cross Canonical
Mistake #5: No Reciprocal Present
Hreflang: tools
Hreflang: tools
HTML Lang & Content Language
W3C
Geotarget in GSC & BWT
Localize your Structured Data
Use Proxies, Hide My Ass or I Search From
The Inbound channels
Content
The Inbound channels
ANALYTICS CONTENT
Content is where 80% of sites fail
Content for International Marketing: Localization, not Translation
Localize your template
Mercadolivre pt-BR & pt-PT
1
1
2
2
3
3
4
4
5
5
Not only “words”, but “interests” too
Content is about Culture
HOFSTEDE’S DIMENSIONS1 POWER DISTANCE2 INDIVIDUALISM VS COLLECTIVISM3 MASCULINITY vs FEMININITY4 UNCERTAINTY vs AVOIDANCE5 LONG- vs SHORT-TERM ORIENTATION6 INDULGENCE vs RESTRAINT
Wildberries.ruEssential
Menu Simple Images
Offer First
Russians refuse Uncertainty
Ellos.se
Swedish do not care
BUZZSUMO PRO“TRENDING NOW”
Discover what content people like
Discover what content people like
Discover what content people like
TRENDSMAP PROTOPICS SEARCH
On Site Content
SEO
CONTENT
ANALYTICS
Relevance and Intention
Suggest
Keyword Research - Process
Competitors Native
Volume, Trends, SeasonalityActual Rankings & Content
Goals & KPIsPrioritizing
More here: http://itseo.org/iomozcon
Analyse competitiveness
Say NO to automatic translations
Invest in local/native support
Amplification
SEO
CONTENTSOCIAL
Geo-Targeted Link Earning
Competitors & KW Visibility -SEMrush
Remember? Competitor Analysis (Similarweb)
Analyse their link profiles
Verify if their popularity is real
CognitiveSEO
Discover what content is shared
Highest impact content
Buzzsumo Pro
Discover Local Influencers
Klear
Discover Local Influencers
Impactana
Invest in local/native support, again
Community Building
SOCIAL
Globalization? No! GLOCALIZATION
Monitor and confront
FacebookRelation between Industry/Fans
FacebookFans Evolution per Country
FacebookMedium Posts per Country
Post Formats per Country
Post “Nature” per Country
Italy > Glycaemic Society
UK: Fun Committed Gamblers
France: Visual & Verbose
Germany: Squared Punkies
Spain?
A Society In Distress
Remember: Glocalization
TwitterTop Brands Followers Evolution
TwitterMedium Tweets x Country
The German case
The Spanish case
1 2
3
The Spanish case
Do not forget Whatsapp
Now you are ready to conquer new markets
Go raibh maith agaibh
LinksInternational SEO ROI Calculator: http://itseo.org/intlseoroiSimilarweb: http://www.similarweb.com/RivalIQ: https://www.rivaliq.com/International SEO Checklist: https://moz.com/blog/the-international-seo-checklistGoogle Hreflang Page: https://support.google.com/webmasters/answer/189077?hl=enFlang: http://flang.dejanseo.com.au/Hreflang Generator: http://www.internationalseomap.com/hreflang-tags-generator/Hreflang Sitemap XML tool: http://www.themediaflow.com/tool_hreflang.phpAuditing Hreflang Annotations: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483Deepcrawl: https://www.deepcrawl.com/OnPage.org: https://en.onpage.org/Screaming Frog SEO Spider: http://www.screamingfrog.co.uk/seo-spider/HideMyAss: https://www.hidemyass.comI Search From: http://isearchfrom.com/Culturability. Is your website alienating half your audience?: http://itseo.org/nanahaiBuzzsumo: http://buzzsumo.com/Topsy: http://topsy.com/Trendsmap: http://trendsmap.com/Gianluca Fiorelli’s very practical guide to keyword and topical research: http://itseo.org/iomozconMoz Keyword Difficulty Tool: https://moz.com/productsSemrush: http://www.semrush.com/Majestic: https://majestic.com/Open Site Explorer: https://moz.com/researchtools/ose/CognitiveSEO: http://cognitiveseo.com/Social Crawlytis: https://socialcrawlytics.com/Klear: http://www.klear.comImpactana: http://www.impactana.com/Socialbakers Regional Reports: http://www.socialbakers.com/resources/reports/regional/We Are Social – Digital, Social & Mobile in 2015: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015