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The Four Pillars of International Search Success
Will CecilSenior SEO ManagerAdapt Worldwide
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• Multilingual Full Service SEO Agency• 21 languages in house• Operate across 70 markets
33
The FoundationsDo you really know where the opportunity is?
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The Foundations
5
Internet Penetration In Emerging Markets
5
2013 2014 2015 201635
40
45
50
55
60
Internet Usage in Emerging Markets
*Pew Research Centre
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Smartphone Use In Emerging Markets
6
*Pew Research Centre
2013 2014 2015 201615
20
25
30
35
40
45
50
Smart Phone Use In Emerging Markets
77
1% Rise Represents: 42M people
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$30 Trillion Opportunity
*Mckinsey & Co
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Where most people go wrong
Incorrect ISO codes
1010
Where most people go wrong
Errors in content
creation & distribution
1111
Where most people go wrong
Using pure machine translations
1212
Where most people go wrong
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Organic visibility
UK HK FR
Underperforming in certain markets because of buy in & operational flaws
1313
These problems can be broken down into 4 pillars
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Technology
1515
Operations
1616
Content
1717
Localisation
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Tadaaaa!
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The RIGHT Technology is crucial for international search success
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SEO’s should get a huge say in technology…. Because?
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Share price closely correlates to SEO visibility
Jan-1
3
Mar-1
3
May-1
3Ju
l-13
Sep-1
3
Nov-13
Jan-
14
Mar-1
4
May-14
Jul-1
4
Sep-1
4
Nov-14
Jan-1
5
Mar-1
5
May-1
5Ju
l-15
Sep-15
Nov-15
Jan-1
6
Mar-1
60
10
20
30
40
50
60
0
5
10
15
20
25
30
Correlation between Yellow pages share price & organic visibility
Semrush Figure Stockprice
Date
Traf
fic in
M
Sha
re P
rice
in $
*Semrush US* Yahoo Finance
Correlation = 0.75
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*Semrush US* Yahoo Finance
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Here are some mistakes in action
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Thinking you’re too big to be affected
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-$30M from neglecting a SEO recommendation & not investing in the technology to make the change possible
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Thinking cross market ranking isn’t a big issue
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100,000 visitsLet’s assume you’re sending 100,000 visits to the wrong website over the course of a year because your French website ranks in Switzerland.
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Thinking cross market ranking isn’t a big issue
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100,000 visits
80% of these people bounce & go elsewhere because the website isn’t fit for their market
80% bounce
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Thinking cross market ranking isn’t a big issue
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100,000 visits
Now let’s assume the conversion rate & AOV of your CH site is 2% and £100
80% bounce
2%£100
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Thinking cross market ranking isn’t a big issue
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Without even considering the missed opportunity from;
• Better quality signals• Local links/shares• Reviews
-£160,000 in revenue
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3 Key International SEO Tech Factors
Hreflang
Validate all reciprocal links
Validate all country-language ISO codes
Targeting
<link rel="alternate" hreflang="es" href="http://es.example.com/" />
• Language
• Language & Country
• Country
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3 Key International SEO Tech Factors
GWT
Set up profiles for each
cctld/subdomain/subdirectory and set country
targets
Targeting
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3 Key International SEO Tech Factors
Speed/Accessibility
Use a CDN
Account for exceptions e.g. China will require a cctld & local
host
Mobile first
Reduce page load times as much as possible
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3 Key International SEO Tech Factors
Structure
Language Country
Sub Directory
Sub Domains
Cc tld
Sub Directory
Sub Domains
Keep URL structure relational across markets
Don’t cross sub
directories with geo
targeted cctld
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If you have ever felt like…..
34
35
And this has happened…..
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What do you need to do?
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Regular Audits
• Crawl Weekly
• Crawl Staging Environments Before Release
• Feedback to devs constantly!
• Log file analysis
• Global Ranking Reports
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Key area’s to look for changes in
• Cross Linking
• IA
• Meta Data
• Crawl Errors
• Alien rankings
If you’re using ccTLD’s
If you’re using sub directories & ccTLD’s
Create lost revenue attribution based on
the user behaviour of the traffic this brings
40
Monitor Monitor Monitor
Custom Crawlers
Use monitoring tools to tell you what’s changed on a daily/weekly basis
Develop your own to suit your needs
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Not just on page, off page & analytics too!
Set up alerts in GA for traffic from alien geo’s
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Not just on page, off page & analytics too!
Monitor all your markets for sudden changes in links
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Become a Q&A dependant
Become a Q&A dependant
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Use Google Tag Manager
Implement Mark Up with JSON-LD
Track All on page interactions
Version Control
Use loads of pre built tags from industry leaders
Test tracking before going live
Apply schema to new local office pages set up in HK
Set up scroll tracking on your creative content in CH
Nothing beats a safety net
Roll out new optimizely tags in IE
Ensure data accuracy
45
Make sure you’re using these useful tools
http://adaptworldwide.com/hreflang-checker
http://www.isearchfrom.com
4646
Continuity: “The unbroken and consistent existence or operation of something over time.”
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What is important within international SEO team operations?
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Scalability – Being able to roll out strategies to all
markets
Operational – Getting the most out of a
global team
Efficiency – making actionable change
quickly
4949
5050
Moving into or working across markets is challenging…
5151
If you don’t have a process for everything you will fail!
5252
“Hi Tom, can you do some keyword research in Latvia around search opportunities for televisions?”
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“Certainly, here it is”
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No back translation
No categorisation No seasonality No current
situation
5454
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Guidance is key
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1. Create templates for all your processes2. Ensure you’ve got material to distribute as you grow into new
markets so that everyone is working to the same structure3. Standardise everything against an EN master
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Hint Use Screencasts
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Two great apps
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Guidance is key
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There is no “I” in SEO
5858
PR
EventsProduct Leads
PPC
SEO needs to be friends with everyone
5959
Share your success stories to get buy in
6060
Get stuff done
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Empower your team
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Bottleneck workflowsDon’t
Training Tools
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Improve your efficiency
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1
2
3
Assess Throughput & Communication
Develop Team Strengths
Invest in tools and resources
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Key Takeaways
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Create processes for everything
Use PM tools to measure workflow
Be scalable
Sharing is caring
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What happens when you get content wrong?
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Nothing
0 0 0 0
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One Glove Doesn’t Fit All - Trends
0
0.2
0.4
0.6
0.8
1
1.2
Relational Search Trends for Spiralizers
UK US
67
It’s more than just keyword research
Market researchKeyword Research
• Keywords• Trends
• Keywords• Trends• Competitor performance• Content Type• Social Performance• Content length at page level
More Data = Better Decisions
68
In facts let’s just call it localised market research
Tools/Calcula-
tors
Service/Products
Advice Industry News
Events Literature0
1000020000300004000050000600007000080000
UK
Industr
y News
Servic
es/P
roduc
ts
Advice
Tools/
Calcula
tors
Litera
ture
Events
0
4000
8000
12000
HK
Link
s
Shares Shares
Link
s
69
Do keyword research as per usual
Do keyword research as usual
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And…
1) Extract top performing competitors & themes through:
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Add data layers
Extract Competitor data through Screaming Frog
Extract Competitor Share Data at a URL level through the shared count API & google docs
72
You should forget the word translation
73
Focus on 3 content funnels.
Localisation, transcreation – content creation
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Machine translation isn’t all bad but it has to needs to be edited and manually edited by local resource
75
Use a Translation Memory
Reduced content costs long term
Faster translation time
Automated checks less errors
76
What translation technology can you use?
Multilingual CMS Proxy solution Multilingual CMS with TM
AWW & easyling XTM Wordpress
& WPML
77
Summary
International SEOTechnology
Operations
Content
Localisation
78