Global Marketing Operations » tagged “international SEO”

Keyword Potential in Any Market

For those of us in SEO-land, one of the more ubiquitous mantras is “Content is King.” It’s pretty much the lifeblood of ranking well and getting customers.

Without good content, what’s the point? This is even truer when it comes to businesses with international online presence. Not only do you have to have good, unique content for your local country websites, it must be culturally relevant and appropriate. Continue reading »

Domain Structure Best Practices for Global Websites

Creating a URL structure for your U.S.-based website was probably pretty easy: www + Company Name + .com = hey, we have a website! But when you start pushing beyond the boundaries of the U.S. market and English language speakers, there is a whole new set of considerations for how your global domains should be structured.
Continue reading »

Multiple Languages Affected by Penguin Update

Google’s third and latest data refresh of its Penguin webspam-fighting algorithm will affect searches across multiple languages including English, Spanish, Italian and French, according to a series of tweets posted last Friday by Google’s webspam team chief, Matt Cutts (@mattcutts).

The impact to non-English search queries is as follows:

Fundamentals of Successful International SEO [INFOGRAPHIC]

If you’re reading this blog, you probably understand there’s a difference between U.S.-based SEO and international SEO. While it’s true the core of SEO doesn’t change from country to country, the mechanics involved are inherently different, especially when dealing with a multilingual site.

If you’re responsible for your organization’s web presence, especially ISEO, beware of outdated advice that suggests things like lang attributes are a critical factor to SEO. Google clearly states that it uses “only the visible content of your page to determine its language.” And advice like “change date format” or “use spelling variations” only scratches the surface of ISEO and is really too basic to move the the needle. While these are  valid concepts, they should not form the basis of your ISEO strategy.   Continue reading »

Keeping Up with International SEO

I’ve spent nine years working in search engine optimization and have yet to come across someone in the field who doesn’t feel passionate about it. I’m always amazed at the level of dedication those involved in search have to this ever-changing industry. What was once considered a simple process of keyword stuffing and keyword density targeting has now become an intricate process of content creation, technical development and ongoing data analysis –  and this just skims the surface of the art and science behind successful search engine optimization. Continue reading »

Content Differentiation for Global SEO

In a recent interview, Google’s Matt Cutts spoke about the importance of truly unique content to searchers and search engines alike. Simply put, Google and other major search engines reward sites that have fresh, unique content because they signal added value to users.

While many organizations we work with typically follow this advice in their domestic market, the challenge of publishing unique content that is SEO-friendly on a regular basis in different markets is often viewed as a zero-sum game. As a result, some are risking Continue reading »

Global Market Data Fuels Better Search Performance

Google claims the majority of the search engine market share in the U.S., raking in nearly 65 percent of all searches in May 2012, according to a study by Hitwise. The same can be said for many international markets, yet statistics on international search engine behavior outline that, depending on country and language, internet usage worldwide can be drastically different from their American/Western counterparts.

To expand globally, data mining needs to be done at the local level. The world’s internet population is growing – increasing nearly 528 percent between 2000 and 2011 alone according to Internet World Stats – and global organizations are increasingly leveraging in-market data and uncovering new growth opportunities that directly impact their bottom lines. Gone are the days where marketers view SEO as a mere inbound marketing tactic. Today, as the trend of internet marketing spending continues to spike, SEO and SEM are considered primary revenue performance channels and access to in-market data is key for global marketers to plan, prioritize and calculate marketing ROI.

So, if you had a global footprint that spanned over 26 countries around the globe and access to a human knowledge network in virtually every market, what data would be most useful to your organization’s digital strategy? What internet marketing information do you feel is missing from your current global view?

International SEO – Crawl, Walk, Run

Many companies we speak with are expressing frustration with their search engine rankings in countries outside of their home base.  Most companies do a decent job with SEO in their home markets, but globally it tends to be a different story.  A core part of the challenge for many of them is how they currently approach website translation.  To assist them, we developed a 3 stage maturity model that you see below:

The majority of companies we speak with are still in the CRAWL phase and just now starting to take a look at international SEO search rankings and developing a solid keyword list in each market.  For too long, translation and SEO have been artificially separated due to a separation in the vendor community between translators and SEO experts.  These two worlds are now coming together and companies should look for a partner that has fully integrated SEO into the web translation process to effectively WALK.  Some advanced companies in international SEO leading industries such as travel & hospitality are already in a RUN and achieving significant results.

Do you know where you stand in each of your global markets?  If not, we offer a free Global SEO Analysis to help you begin the journey.


Website Localization + SEO – It’s Time to Drive Traffic to that International Site of Yours!

Global SEO and SEM – Is Anyone Doing it?

Last month, I attended SMX West, an annual three-day search and social media marketing event in San Jose California.

During one of the Q&A sessions, an audience member asked the distinguished panel of search experts if they could recommend an international SEO tool to help his organization’s global web presence. He said they were doing a great job with SEO in the U.S market, but really struggled in other markets.  The panel of experts all looked at each other, shrugged their shoulders and told him there were some tools out there, but nothing they would trust.

The truth is, while international SEO tools may provide some insight, all too often many organizations lack an operational component for their multi-market SEO strategy – leaving highly-relevant, keyword opportunities untapped and failing to meet on-page and off-page SEO best practices for global search engines. Their translated websites rank poorly across different search engines even though they perform very well in the home market. So how do top brands ensure consistent SEO performance globally?

Well, I caught up with this person after the session was over, and I told him about Lionbridge’s approach to website translation and global search services. I suggested he contact one of our global SEO experts for a free, 30 minute consultation to see how we can help. It can be an important first step in learning how to improve your international SEO results.