The majority of internet users don’t speak English as a first language. To get your content consumed by this enormous audience first it needs to be created, then properly localized and discovered. To deliver the highest return on your investment possible we need to give ourselves the best chance of getting the right content in front of the right people at the right time. That is, we optimize the content on the site and tailor marketing activities to make our pages appear in the Search Engines Results Page (SERPs) in the highest possible place, this is Search Engine Optimization (SEO). Adding to the mix appealing to an international audience and we have a big need for Multilingual SEO. The rules are slightly different all over the world so Richard shares some tools and techniques to get their content in the search engines they want and avoid some of the common and not so common pitfalls. This presentation was given at Information Development World on October 2, 2015.

1. 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

2. GAJAH ANNUAL REPORT 2015 | 2
DOWNLOAD
THIS SLIDEDECK
http://tinyurl.com/MLSEOIDW

3. HELLORichard Brooks. CEO K International
@RichardMBrooks
+441908557900
Richard.Brooks@K-International.com
www.k-international.com

4. “oh… what languages
do you speak”

5. I leave the
translation to the
clever people.

6. “so… you use robots to
do the translation?”

7. C3PO doesn’t actually exist
I am fluent in over six
million forms of
communication
I’m being sarcastic…

8. “so… why can’t you just
Google translate it?”

9. http://www.k-international.com/blog/google-translate/

11. THE NEED FOR ML SEO
CHAPTER 1

12. 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).

13. To download click here

15. PAGE 72

18. Each colour represents a billion people

19. More people live inside the circle than outside of it

20. If everyone lived as densely as they do in Mumbai…
… We’d all fit in Germany

21. • 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?

22. “If I’m selling to you, I speak
your language.
If I’m buying, dann müssen Sie
Deutsch sprechen!”
Willy Brandt
Former Chancellor of Germany

23. “If I’m selling to you, I speak
your language.
If I’m buying, then you need to
speak German!”
Willy Brandt
Former 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".

29. THE NEED FOR MULTILINGUAL SEO | 29 Source: Internet Live Stats (www.InternetLiveStats.com)
#1
CHINA
641M
4% growth
#2
USA
279M
7% growth
#3
INDIA
243M
14% growth
#4
JAPAN
109M
8% growth
#5
BRAZIL
107M
7% growth

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More information is
here…
http://www.internetlive
stats.com/internet-
users-by-country/

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Do your own research:
http://www.alexa.com/topsites/countries

32. 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

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Almost…

36. ML SEO STRATEGIES
CHAPTER 2

37. THE NEED FOR MULTILINGUAL SEO | 37
K-international.com
Top ten cities
1. London
2. New Delhi
3. Sydney
4. New York
5. Melbourne
6. Samara
7. Brisbane
8. Moscow
9. Dublin
10.Singapore
Ignore this
Identify opportunity

38. THE NEED FOR MULTILINGUAL SEO | 38
International Keywords

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English, who
needs that?
I'm never going to
England!

40. THE NEED FOR MULTILINGUAL SEO | 40

41. THE NEED FOR MULTILINGUAL SEO | 41
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).

42. THE NEED FOR MULTILINGUAL SEO | 42
Track Competitors & Landscape
PEST
5 Forces
RBV/VRIN
Strategy Canvas
Business Model Canvas
Alexa/Ahrefs

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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"

45. THE NEED FOR MULTILINGUAL SEO | 45
ccTLDs, Subdomains or Subdirectories?
Domains
ccTLDs
www.domain.fr
Subdomains
fr.domain.com
Subdirectories
www.domain.com/fr

46. THE NEED FOR MULTILINGUAL SEO | 46
What should I translate?

47. THE NEED FOR MULTILINGUAL SEO | 47
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…

50. THE NEED FOR MULTILINGUAL SEO | 50
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 Generator
http://www.internationalseomap.com/hreflang-tags-generator/

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Tell the search engines

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Use Structure

54. MARKETING YOUR SITE
CHAPTER 3

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To make a good
international
marketing campaign
great talk to your
audience in their own
language.

56. 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.

57. THE NEED FOR MULTILINGUAL SEO | 57
Build Links
Here’s some tools to help. All have language/region
support…
www.buzzstream.com/
https://www.google.co.uk/alerts
http://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.

58. THE NEED FOR MULTILINGUAL SEO | 58
Measure Everything
Here’s some tools to help. All have language/region
support…
https://www.awrcloud.com
https://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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60. THE NEED FOR MULTILINGUAL SEO | 60

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Analytics
Others are available (for the paranoid)
Whatever your choice, install it early and monitor everyday.

62. Richard Brooks
uk.linkedin.com/in/richardbrooks
twitter.com/@RichardMBrooks
plus.google.com/+RichardBrooks_L10N
0044 1908 557900
Richard.Brooks@k-international.com
www.k-international.com