GAJAH ANNUAL REPORT 2015 | 1 The Need for Multilingual SEO Richard Brooks K International 2:00pm-2:45pm Friday, October 2, 2015 Information Development World 2015 SAN JOSE HILTON DOUBLETREE HOTEL
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GAJAH ANNUAL REPORT 2015 | 1
The Need for Multilingual SEORichard BrooksK International2:00pm-2:45pm Friday, October 2, 2015Information Development World 2015SAN JOSE HILTON DOUBLETREE HOTEL
GAJAH ANNUAL REPORT 2015 | 2
DOWNLOAD THIS
SLIDEDECK
http://tinyurl.com/MLSEOIDW
“oh… what languages
do you speak”
I leave the translation to the
clever people.
“so… you use robots to do the
translation?”
C3PO doesn’t actually exist
I am fluent in over six million forms of communication
I’m being sarcastic…
“so… why can’t you just Google translate
it?”
http://www.k-international.com/blog/google-translate/
THE NEED FOR ML SEOCHAPTER 1
Notice the time it took to shift to the west and time it will take to shift back to the east (actually at a speed of 140 kilometres a year, the fastest in history).
PAGE 72
Each colour represents a billion people
More people live inside the circle than outside of it
If everyone lived as densely as they do in Mumbai…
… We’d all fit in Germany
• High growth economies in the digital age imply they won’t go through the same growth curve as we did… it’ll be faster.
• Technology, even innovation can be replicated. • Population size will become more important. • Developing economies will demand services faster than products.• Services such as; healthcare, financial, leisure, education will be
imported in. • Talent will be drawn to the new economies.• Governance needs to improve quickly in the developing economies.
What will these economies need?
“If I’m selling to you, I speak your language.
If I’m buying, dann müssen Sie Deutsch sprechen!”
Willy BrandtFormer Chancellor of Germany
“If I’m selling to you, I speak your language.
If I’m buying, then you need to speak German!”
Willy BrandtFormer Chancellor of Germany
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What does this have to do with SEO?
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40% of the world population has an internet connection today. From almost nothing in the early 90s the number of internet users increased tenfold from 1999 to 2013.
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There are now approx 3.2 billion people online now (which is about the same as the world population in 1962).
Love, love me do
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The internet has made real what in the 1970's that visionary of the communications Marshall McLuhan (1911-1980) called the "Global Village".
THE NEED FOR MULTILINGUAL SEO | 29 Source: Internet Live Stats (www.InternetLiveStats.com)
#1CHINA641M4% growth
#2USA279M7% growth
#3INDIA243M14% growth
#4JAPAN109M8% growth
#5BRAZIL107M7% growth
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More information is here…http://www.internetlivestats.com/internet-users-by-country/
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Do your own research:http://www.alexa.com/topsites/countries
THE NEED FOR MULTILINGUAL SEO | 32Source: U.S. Census Bureau, 2009 American Community Survey, C16005, “Nativity by Language Spoken at Home by Ability to Speak English for the Population 5 Years and Over,” , accessed January 2011.
55% of the population of San Jose over 5 years old speak a language other than English at home.
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All SEO is Multilingual SEO
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Sounds easy… just have to localize our
SEO strategies
THE NEED FOR MULTILINGUAL SEO | 35
Almost…
ML SEO STRATEGIESCHAPTER 2
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K-international.comTop ten cities1. London2. New Delhi3. Sydney4. New York5. Melbourne6. Samara7. Brisbane8. Moscow9. Dublin10.Singapore
Ignore this
Identify opportunity
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International Keywords
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English, who needs that? I'm never going to England!
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Number of conversions for break even
Cost of international web project
Average conversion value=Number of visits for break even
Number of conversions for break even
Average conversion value=
Work this out for each region
More ROI calcs at: http://www.optimizesmart.com/category/roi/
If you can’t get the numbers to work it might just too early. Do consider buying the ccTLDs (blocks competition).
THE NEED FOR MULTILINGUAL SEO | 42
Track Competitors & Landscape
PEST5 ForcesRBV/VRINStrategy CanvasBusiness Model CanvasAlexa/Ahrefs
THE NEED FOR MULTILINGUAL SEO | 43
Look for international keywords with a high payout and low competition.
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Put all the webpages in their own structure. Make sure they are all indexable in their own right.
Don’t use cookies or scripts."Om nom nom nom"
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ccTLDs, Subdomains or Subdirectories?Domains
ccTLDswww.domain.fr
Subdomainsfr.domain.com
Subdirectorieswww.domain.com/fr
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What should I translate?
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And it needs to be driven by your international keyword research.
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HREFLang
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When websites serve users from around the world with content translated or targeted to users in a certain regions Google uses the rel="alternate" hreflang="x" attributes to serve the correct language or regional URL in the Search results.
explains it as…
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You can tell Google (and Yandex) which version of your website to display in the search engine results for each region.
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Hreflang Tag Generatorhttp://www.internationalseomap.com/hreflang-tags-generator/
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Tell the search engines
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Use Structure
MARKETING YOUR SITECHAPTER 3
THE NEED FOR MULTILINGUAL SEO | 55
To make a good international marketing campaign great talk to your audience in their own language.
THE NEED FOR MULTILINGUAL SEO | 56
Find Influencers Here’s some tools to help. All have language/region support…
https://moz.com/followerwonk/http://topsy.com/http://simplymeasured.com/https://www.google.com/trends/Create cool stuff they’ll love, talk to them in their own language, create a community, measure what works, improve, rinse and repeat.
THE NEED FOR MULTILINGUAL SEO | 57
Build LinksHere’s some tools to help. All have language/region support…
www.buzzstream.com/https://www.google.co.uk/alertshttp://cognitiveseo.com/http://linkprospector.citationlabs.com/Make yourself the same then different. Look at who and why people link to your competitors. Not all links are equal.
THE NEED FOR MULTILINGUAL SEO | 58
Measure EverythingHere’s some tools to help. All have language/region support…
https://www.awrcloud.comhttps://ahrefs.com (new feature… not used on a client project yet)http://www.semrush.com/
Every day. Look at the SERPs. Look what works. Give feedback to content creation/loc teams.
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Analytics
Others are available (for the paranoid)Whatever your choice, install it early and monitor everyday.
Richard Brooksuk.linkedin.com/in/richardbrooks
twitter.com/@RichardMBrooks
plus.google.com/+RichardBrooks_L10N
0044 1908 [email protected]
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