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Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Eli Schwartz is the Online Marketing Manager
for SurveyMonkey, the world's largest online
survey company. He oversees all SEO efforts
and strategies on SurveyMonkey properties
across 16 languages. SurveyMonkey serves
over 20 million customers worldwide, including
99% of the Fortune 500, and collects over two
million online survey responses daily.
Follow @5le
• Why International SEO
• Size of opportunity
• Keyword research
• Content creation
What percentage of your
time do you focus on
search optimization efforts
for
What percentage of your
time do you focus on
search optimization efforts
for
Google vs Bing
Internet Users Around the World
Source:
internetlivestats.com/
So, focusing on the US
only could be as
shortsighted as…
Languages Spoken Around the World
English
(Primary &
Secondary)
Source:
ethnologue.com/
Ecommerce Spend Around the World
Source:
Emarketer.com
Look at Current
Traffic in GA
There are likely international visitors that are
not as satisfied
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Ecommerce
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
• Based in China
• Primary customer base is in China
• Has an English language interface
• 24k employees
• $7.5 Billion Revenue in 2013 (WSJ)
• In 2013 did more transaction volume
than eBay + Amazon
Social Media
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
• 250 million accounts
• #22 worldwide on Alexa
• Popular in Russian speaking countries
• Already has English language interface
SEO
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
• Founded in Germany
• Started with European customers
• Expanded into US customers by
localizing offering
• Newly opened office in Silicon Valley
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
International SEO
isn’t so Hard (or
Costly)
• ccTLD vs subdomain vs subdirectory
• HREFLANG
• Local Hosting
• Local Links
• Local Trust Symbols
• Mobile
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Don’t Machine
Translate
Google can recognize machine
translated content AND you will offend
real users
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Optimize
(Optimise) for What
People Type
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Spelling Correction
is Not as Robust
Google.com Google.fr (France)
Synonym Matching
in English
Near identical results for both terms
Synonym Matching
in German
(Google.de)
Both terms mean “Customer Survey” and
user intent is similar
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Prepositions in
English
In English, prepositions cause only minor
differences (except in specific cases)
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Prepositions in
Portuguese
(Google.com.br)
Other languages have much larger
differences
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Basic Special
Characters Matter
Special character usage changes results
• Slashed O
• Umlauts
• Accents
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
“Did you mean”
but results are
unchanged
Compound
(Concatenation)
Words
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Phrases can be broken by a space, dash
or concatenated as one word
Same Language
Different Meanings:
“Char”
Quebec France
It’s Not Just
International: Pop
vs Soda
Even within one country we have different ways of
referring to the same exact thing
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Adwords Tool is
NOT the Starting
Point
In English, you might just go to Adwords Keyword
Tool and call it a day
Internationally, just blindly trusting search volume will
give you a weak keyword foundation
Understand
Keyword
Weaknesses
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
None of these
are relevant to
SurveyMonkey’s
Business
Square One: Learn
Just One Word…
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Start Googling
Search the just discovered keyword in your target
language AND country
Search Translation
Alternatives Too
Some of these
might be the
better keyword
Two Tabbed
Searching:
Translate vs
Original
Use Chrome’s automatic translation
Search
Translations To Get
Right Word
As in English, not all translations will be relevant
to your business
Add Keyword
Modifiers to
Translate
Adding a modifier gives Google Translate context
around the word.
Without modifiers, Translate had suggested the
Spanish word “estudio” as the correct translation.
Some Translations
Are Very
INCORRECT
Attempted to use a modifier to learn
primary keyword
Google’s suggested translation was a
xxx term
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Look at Number of
Results for Clues
Google.fi (Finland)
Google.fi (Finland)
Low number of
results means you
are on the wrong
track
View All Search
Competitors in Two
Tabs
Spanish Original
English Translation
via Chrome
Use Chrome’s automatic translation
• View each competitor site to find
keywords
• Look at the English to find important
keywords
• Compare words to original and add
translated word to keywords worksheet
in a spreadsheet
Don’t Forget About
Popular Slang
Terms
Google.de (Germany)
Google.de (Germany)
Means “Sunday
Poll” which is what
Germans call a
Political Poll
Use Knowledge
Graph to Learn
Intent (US)
Google.com
Google.com
Search word is Italian
word “piazza”
Knowledge graph
shows Piazza as a
company and an
Italian square
Knowledge Graph
Brazil
Google.com
Google.com
Search word is Italian
word “piazza”
Knowledge graph
shows Piazza as a
soccer player in Brazil
Knowledge Graph
Germany
Google.de (Germany)
Google.de (Germany)
Search word is
Italian word “piazza”
Knowledge graph
shows Piazza as
Piazza Navona – a
popular tourist spot
in Rome
Knowledge Graph
Italy
Google.it (Italy)
Google.it (Italy)
Search word is Italian
word “piazza”
Knowledge graph is
gone
Look Up Search
Volume of Keyword
List
Once you have a large list of keywords:
• Paste in all keywords into Google
Keyword Planner
• Download results in a CSV
• Search translations in Google
Translate
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Buddy Up With a
Native
Native speakers will tell you which
keywords are actually correct
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Translate Existing
Content
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Make Sure Your
Translations Make
Sense
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Double Check
Translation Work
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Keywords Need to
Be Culturally
Relevant
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Leverage Keyword
Data into New
Content
Google Trends
Trends data is available for many years in
multiple countries
Trends data is available for many years in
multiple countries
Trends data is
available for many
years in multiple
countries
YouTube
Worldwide
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Look for Popular
videos
Twitter Trends
Twitter trends will show popular topics for nearly
any country
SurveyMonkey
Audience
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
Learn From the
Data and Update
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
5 Things to
Remember
1.Huge growth potential with
international search
2.Focus on keywords
3.Watch out for cultural
nuances
4.Continue to grow content
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football
5. Don’t be
Lazy!!!
Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

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Multilingual SEO: Stop Playing Soccer When The Rest of The World is Playing Football

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