This document discusses best practices for localizing a business website for different European countries. It recommends starting with analyzing existing traffic and conversion data to prioritize key markets. Other tips include researching top keywords and competitors in each market, understanding local search intents, optimizing for relevant search engine results page features, checking for seasonal trends, and analyzing keyword trends over time to effectively localize content for different local audiences. The goal is to understand each local buyer persona and their unique search behaviors.

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International Content &
Multilingual Research
Presented by:
Gianluca Fiorelli
@gfiorelli1

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Something always surprises me
@gfiorelli1

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Seeing business companies
thinking that in Europe we all
search in English
@gfiorelli1

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When it is not so

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Gianluca Fiorelli
iloveseo.net - @gfiorelli1

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When a client talks about Europe,
what does he really mean?
@gfiorelli1

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Targeting
the
European
Union?

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Targeting
the
Eurozone?

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Targeting
the
Schengen
Area?

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Targeting the
Eurovision
contest
countries?

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Europe has
a long
history of
civilizations

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History that
influenced
cultures,
behaviours,
languages

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Europe is like the pizza. Same base, hundreds of toppings.

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So… how to localize your business for
Europe?

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#1

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Before even thinking to create 50
websites, let see our data

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From what European countries do we receive more organic
traffic?

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From what European countries do we obtain already more
conversions and/or goals?

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Made safe major business company’s strategies:
The example
of Apple

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• Prioritize our main markets with a full localized version.
The example
of Apple

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• Create localized landing pages for the average priority
ones
The example
of Apple

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• Use “English” for the least important markets
The example
of Apple

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#2

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For what keyword we are already
ranking for?

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The new Google Search Console offers great insights

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Obviously we can also use tools like SEMrush

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Or STAT

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#3

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What are our competitors in the
targeted country, and for what
keywords are they ranking for?

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Not always the organic competitors in a targeted country are
the ones we may expect to be

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Conducting a competitive keyword analysis, we can enlarge
our keyword set
Keyword Gap
by SEMrush

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Conducting a competitive keyword analysis, we can enlarge
our keyword set
SIMILARWEB

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#3

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We merge and deduplicate the keyword
data, adding also our “mother
language” original kw research

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Then, we must use the services of
professionals for correcting, localizing
and further enlarging our keyword base
Agencies Professionals Intl SEO Agencies
or Consultants

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#4

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What is the search intent?

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The higher the CPC, usually higher is the transactional
intent. The competition value can indicate us mixed intents

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Understanding search intent is not different from doing
search intent analysis for our mother language
• Informational (details, characteristics…)
• Navigational (brand, product name…)
• Commercial Investigation(facets)
• Transactional (comprare, sconto, coupon, offerta…)
http://www.seonick.net/keyword-matrix/#Tagging_For_Intent

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However, for my main keywords
I always prefer to look the SERPs
with my eyes

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KW with mixed intent:
Both transactional and
informational

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People Also Ask
(informational)
Organic: both are informational
landing page plus CTA
Local Pack. Clearly, Google infers a
local search intent for this keyword

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Organic: all results are
informational. Only 1 of them has a
CTA
Video Carrousel. Its presence is a
clear suggestion of using video as a
content format.

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#5

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What are the SERPs Features?

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Purpose #1: International On SERPs SEO

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Purpose #2: Creating that content our audience is
really searching for and…
SEARCH
INTENT
E
A
T PEOPLE
ALSO
ASK
E
A
T PILLAR PAGE

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Purpose #2: … and that Google prizes

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#6

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Check out for seasonalises in each
market

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Example: travel website Italian version

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Example: same travel website French version

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#7

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What are the trends for our website’s
topics and main keywords

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It is wise to note
down also Top &
Rising Related
Queries

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Unfortunately we are are waiting for
official Google Trends API since 2007

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However, various “unofficial” Google
Trends API or hacks exist:
https://github.com/GeneralMills/pytrends
https://www.npmjs.com/package/google-trends-api
http://pablobarrios.es/seo/manipulando-google-trends-para-
seo/

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Thanks to the trend + keyword analysis we can better
prioritize the localization per country-market’s interest.

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Only doing this work we can have a real localized
keyword research
‘’There is your audience. There is
the language. There are the
words they use’’
(Eugene Schwartz)

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And localize our websites for the local buyer personas
Buyer personas are research-based archetypal (modeled)
representations of who buyers are,
what they are trying to accomplish,
what goals drive their behavior,
how they think,
how they buy,
and why they make buying decisions.
TONY ZAMBITO

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Gianluca Fiorelli
iloveseo.net - @gfiorelli1
THANK YOU!