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International SEO for Ecommerce Stores
David García RuizSEO and Website Translation Services
www.trustyourbrand.co.uk
• What is it?
SEO: Search Engine Optimization
• On page keyword usage• Authority of the domain• Links to the page• Traffic• Meta Information• ….
SEO: Search Engine Optimization• Why is it important?
?
?
Activity
• Look at these objects – • What do YOU call it• What do you think others might call it?• Think about those who:
• Make it, the distributors, the retailers• Buy it or use it, professionally or otherwise• Different groups, cultures, etc.
Activity
jarstorage jarpreserving jarglass jarkitchen storagestorage potjam jarkilner jarglass storagejar for preservesdecorative jar
Activity
lamplightreading lampreading lightdesk lamp/light work lamp/light study lamp/light anglepoise lampadjustable lamp/lightlightingportable lightingspotlight
Activity
Content (including keywords) is King
Online sales of ecommerce in 2015•Europe £156 Billion •North America $349 Billion
SEO in other countries?
• 1) Languages• 2) Keyword Research• 3) Meta Tags• 4) Domain Name• 5) Hosting Locally• 6) Links
International SEO
• 70% of consumers prefer to buy from a website available in their native language
• Google Translate• Professional Translator
1) Languages
???????Tarro kilner???
1) Languages
Sales per shopper Sales per shopper
2014 2015UK £1,071 £1,174Germany £890 £1,023France £767 £847Spain £458 £499Italy £444 £485Netherlands £613 £663Sweden £539 £588
1) Languages: What Language?
• Naming and describing products• Customer focus• Customer types - segmentation• Developing personas
2) Keyword Research
best skin care products 8100
skin care products 8100
how to get clear skin 6600
vitamins for skin 3600
vitamin c for skin 2900
vitamin e for skin 2400
natural skin care products 2400
natural vitamins 1900
best skincare products 1600
skin vitamins 1300
best vitamins for skin 1300
vitamin for skin 1300
what vitamins are good for skin 1300
Average Monthly Search
manchas en la piel blemishes in the skin 5400
manteca de karité shea butter 3600
vitamina c para la cara vitamin c for face 1000
piel seca dry skin 880
2) Keyword Research
• Meta Title and Meta Descriptions• Detect language (Bing)• Findability in target county• Rank factor
3) Meta Tags
• Country-specific top level domains (ccTLD)• www.example.fr
• Location for search engines• Trust for visitors• Expensive to maintain
• Subdomains: gTLD (Generic Top Level Domains)• fr.example.com
• IP for each subdomain• Hosted from different server locations
• Sub-Directories• www.example.com/fr
• Capitalise more on any incoming links (authority)• Easy and less expensive
4) Domain name
• Speed up loading times (save time)• Trust for visitors ([email protected])• Google ranking factor• Google does NOT rely on the server location alone• Other Local Ranking Signals
• Click-Through Rate from Search Results• Customer reviews and ratings
5) Hosting Locally
6) Links
• How?• Sharing of content on social media (Facebook and Twitter) which
may lead to increased linking• Local Chamber of Commerce, Digital Newspapers• Local Clients
• Content links for your specific country sites from other sites in the same country
Questions
?
Get More TipsSEO and Keyword Research Tips on Twitter:
@TrustYourBrand
www.trustyourbrand.co.uk