The document outlines Marcin Chirowski's presentation on creating an international blog to boost SEO. It discusses the problems with a static website and poor content, and provides a 7 step process to plan content around audiences, build systems and scale with tracking to measure results. Key steps include defining goals and audiences, creating fresh content through local copywriters and editors, and tracking KPIs over the long term. Common pitfalls discussed are lack of long term commitment and low internal buy-in without results.

1. Marcin Chirowski
Global Head of SEO
HOW TO CREATE AN
INTERNATIONAL BLOG
TO BOOST YOUR SEO
@MarcinLondon / #BrightonSEO
Problem
Solution
AGENDA:
Pitfalls
Results

2. 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
July-12 July-13 July-14 July-15 July-16
Unique Visitors trends / Organic Search Traffic
WHO ARE YOU?
+ 402%
+ 38%
+ 162%
+ 97%
@MarcinLondon / #BrightonSEO

3. / PROBLEM
Static website with poor content
No fresh content
No social signals
No editorial process

4. STEP 1 / PLAN
Foundation:
Who you are
Where you are
Where you want to be
@MarcinLondon / #BrightonSEO

5. STEP 2 / AUDIENCE
@MarcinLondon / #BrightonSEO

6. STEP 3 / CONTENT
@MarcinLondon

7. STEP 4 / PEOPLE
Who do you need
SEO Ninja’s
Local Copywriters
Editors / Designers
@MarcinLondon / #BrightonSEO

8. STEP 5 / BUILDING THE SYSTEM
“Marketing is not an
event, but a process”
Jay Conrad Levinson
@MarcinLondon / #BrightonSEO

9. STEP 6 / SCALING THE SYSTEM
@MarcinLondon / #BrightonSEO

10. MEASUREMENTSTEP 7 / TRACKING KPIs
@MarcinLondon / #BrightonSEO

11. MEASUREMENTCOMMON PITFALLS
@MarcinLondon / #BrightonSEO
Lack of long term
commitment
Lack of results leads
to low internal buy-in

12. RESULTS
@MarcinLondon / #BrightonSEO
Articles
Global 652
Germany 403
France 432
Italy 514
Japan 450
Mexico 406
Saudi 245
Russia 199
Spain 133
Korea 227
Thailand 262
Taiwan 27
Total: 3950

13. TAKE ACTION
Create a blog
What action you
are going to take?
Create persona profiles
Introduce procedures
Talk to Marcin afterwards ; )
@MarcinLondon / #BrightonSEO
Thanks!