Taking your international SEO to the next level

taking your international seo to the next level
succeeding abroad in competitive industries

#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

SALUT PARIS


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

ALEYDA SOLIS
!

INTERNATIONAL SEO CONSULTANT
!

+7 YEARS EXPERIENCE IN EUROPEAN,
AMERICAN AND LATAM SEO PROJECTS
!

FOUNDER OF ORAINTI
INTERNATIONAL SEO CONSULTANCY


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

LET’S DO INTERNATIONAL SEO

#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

easy! it’s just about extrapolating
what you have, but in another cctld

the formula is 50% of your current seo + 25% new web structure + 25% new language, right?


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

don’t fool yourself!

what? one does not simply extrapolate & “succeed” at international seo!


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

international seo is a bit like football


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

we duplicated the content and
placed it in different cctlds, but it
didn’t worked!

you can’t compete internationally by relying on just one star player tactic

#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
google.be

zalando.fr

we duplicated the content and
placed it in different cctlds, but it
COUNTRY
didn’t
worked!
MISALIGNMENT
ISSUES

you can’t compete internationally
take a lookby
atrelying
this example
on just one star player tactic


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

i’m the international link
builder

i localized all the content

i optimized the international
web structure

succeeding in football international seo requires 

a full & multidisciplinary team effort, ESPECIALLY IN COMPETITIVE MARKETS


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
google.es

i’m the international link
builder
i optimized the international
webPIXMANIA.es
structure

i localized all the content

LOCALIZED,
ALIGNED &
POPULAR

MEDIAMARKT.es

AMAZON.es

succeeding in football international seo requires 

here’s
how
to
do
it
a full & multidisciplinary team effort

#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

to win in competitive international markets you need a FULL strategic approach


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

FROM an OPTIMIZED defense international web structure


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

to a proactive FORWARD INTERNATIONAL LINK BUILDING CAMPAIGN


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

PASSING BY AN EFFECTIVE midfield LOCALIZED & RELEVANT CONTENT


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

1

optimize your
international Web
structure

2

create & optimize
localized content
searched by your
international
audience

let’s go through the process

3

develop your
international web
popularity


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

1
optimize your international web structure


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

english

country targeting

mexico

language targeting

english
chile

identify & validate your international web targeting: language vs. country


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

here’s a country targeted website


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

and here’s a language targeted one


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

which criteria you should use to select your international targeting?


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

TECHNICAL
FEASIBILITY &
SUPPORT FOR MULTI
COUNTRY / LANGUAGE

SETTING

ONGOING NATIVE
SUPPORT BUDGET &
AVAILABILITY

MULTILINGUAL
CONTENT
DEVELOPMENT &
UPDATE

INTERNATIONAL
PRICING &
CURRENCY

INTERNATIONAL
PRODUCT / SERVICE
DELIVERY

INTERNATIONAL
LEGAL & OPERATION
CONSTRAINTS

take also into consideration your resources restrictions & requirements


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

VS

select the best web structure based on your international targeting


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

BEST TO GEOLOCATE. HARDER TO BUILD POPULARITY

SUITABLE WITH GTLDS. BEST TO LEVERAGE MAIN
DOMAIN POPULARITY. CAN BE GEOLOCATED.

SUITABLE WITH GTLDS. BEST FOR SITE WITH A HIGH
VOLUME OF PAGES. CAN BE GEOLOCATED.

country target: cctlds vs. sub-directories vs. sub-domains


#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

BEST IF YOUR CONTENT VOLUME IS NOT HIGH AND NOT SO MANY
LINK BUILDING RESOURCES

BEST TO INDEX MORE CONTENT, AVOID ADDING MORE DEPTH TO
YOUR WEB STRUCTURE AND HAVE RESOURCES FOR LINK BUILDING

LANGUAGE target: sub-directories vs. sub-domains