International SEO Considerations: Reaching a Global Audience | Christine Maisel | Skillshare

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International SEO Considerations: Reaching a Global Audience

teacher avatar Christine Maisel, Designer, SEO & Founder of Portable Entrepreneur

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

32 Lessons (1h 37m)
    • 1. What To Expect From This International SEO Course

    • 2. What's different about International SEO

    • 3. Section Intro International SEO Research

    • 4. Know The Potential of Your International SEO Efforts

    • 5. How Is Your Site Currently Performing Conducting an International SEO Audit

    • 6. Which Search Engines Should You Target

    • 7. Keyword Research for International SEO and The Tools You Should Be Using

    • 8. What To Do If You Aren't Currently Ranking Internationally

    • 9. Section Intro Setting Up Your Website to Target Specific Countries

    • 10. 3 Options for Structuring Your International Web Content for Specific Countries

    • 11. Options for Using Different Languages on an International Website

    • 12. What to Do For Visitors Who Land on The Wrong Page Version

    • 13. Does Your Hosting Location Really Matter

    • 14. Section Intro International SEO Best Practices

    • 15. Making Sure Search Engines Can Crawl The International Versions

    • 16. On Page Optimization Steps and What You May Be Forgetting

    • 17. How to Redirect Visitors to The Right Site Version

    • 18. Adapting Your Products, Services & Offerings to The Local Market

    • 19. Section Intro Multi Lingual Website SEO Best Practices

    • 20. Language Tags for Multi Lingual Sites and How to Use Them

    • 21. Options for Translating Content Into Multiple Languages

    • 22. Dealing With Duplicate Content on International Websites

    • 23. Section Intro Other International SEO Considerations

    • 24. Social Media Considerations For International Sites

    • 25. Knowing The Differences Between Countries Will Increase Your Conversion Rate

    • 26. Off Page SEO & International Promotion Considerations

    • 27. Section Intro Creating an International SEO Action Plan

    • 28. Step By Step How to Implement International SEO

    • 29. Tracking Your International SEO Efforts

    • 30. How to Perform International SEO When You Don't Understand The Language

    • 31. Quick Tip How to Search From Any Location

    • 32. International SEO Course Wrap Up

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About This Class


International SEO has it's own unique considerations as global websites target multiple countries and multiple languages. This requires international websites to have a strategic site structure and inform search engines which pages should be shown to specific visitors based on their location and / or language spoken.

This course is designed for those with at least a basic understanding of SEO and will walk you through everything you need to do to prepare your website for international rankings in the search engines, countries and languages you'd prefer.

Here we'll cover:

  • How to determine if your international SEO efforts will be profitable
  • Which search engines you should target
  • The keyword research process and the tools to use
  • 3 options for structuring international website content
  • How to direct visitors to the right version for their language / country
  • Language tags your site must use
  • The type of back links you need for global sites

You should be learning and implementing international SEO if:

  • You have (or would like to have) content in multiple languages
  • Your website targets a specific country
  • You are ready to scale your business
  • Your website / business already has customers around the world

International SEO can be quite complex especially with different versions of the same site all targeting different locations. What do you need to know to rank your website internationally? Inside this course we'll walk through the full process that will expand on your existing SEO knowledge so you will know exactly what to do with the website you are working with.

I'm also available if you have any questions as you start taking action on your own international site.

Join me to take your website to the next level. Enroll now.

Meet Your Teacher

Teacher Profile Image

Christine Maisel

Designer, SEO & Founder of Portable Entrepreneur


Christine is the founder of the Portable Entrepreneur where she directly helps web design and SEO startups through education, coaching and services. 

Christine has been a web designer for nearly 15 years - 10 of which she has been self-employed. Her work has taken her from working for some start-up dot com companies in the early 2000's to working as a contractor for the Office of the Under Secretary of Defense to her own home office.

In her time, she has built 100's of websites and blogs primarily on WordPress and Joomla. Christine has also provided training to individuals and businesses to help them manage their websites on their own with no knowledge of web coding.

See full profile

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1. What To Expect From This International SEO Course: local s CEO National S E O an International SCL all have a lot in common but at the same time, each one has its own unique considerations. So when should you start targeting international S e O? If you have a website that targets multiple languages or multiple countries or you would like for it to or if you already have customers around the world or if you were just running to take your business to a whole another level, a global level that it is time for you to begin considering and implementing an international s e O plan. But the question becomes, how do you make that happen? As with any s you work, it takes time and effort, and it will reward you with an expanded web presence and allow you to increase conversions because you are targeting specific languages and countries. There is certainly a lot to consider and no, when it comes to international S E. O. So this course is designed for those who at least have a basic understanding of S e O. But want to know about how to go about ranking websites in multiple countries and in multiple languages. So here. We're going to break down that process step by step. So you're going to walk away with an actionable plan that you can use to implement on any website that you are working on. I'm also available inside this course, and I encourage you to ask questions as you go through and you begin working on international S E O. So if you are ready to begin reaching a global audience, join me now and let's get started. 2. What's different about International SEO: There's definitely a difference when it comes to international S E O. So if you are familiar with national S CEO or you're used to ranking national websites, there are definitely some additional task that you need to do some additional things that you need to consider when you are working on ranking an international site. For instance, many international sites are multi lingual, meaning that they have content displayed in multiple languages so they can appeal to visitors who speak different languages. Some international sites are also multi regional, so they're targeting different countries, and some sites to make it even trickier are both multi lingual and multi regional. And as you can imagine, having multiple versions of a site also helps you to multiply any issues that are going on . So it's important to have a solid foundation to you started and really know how to properly structure the website. On top of that, you have to be able to tell search engines which pages they should be displaying to which visitors. And if you have content that is displayed in multiple languages, you're likely going to want to rank that content in different languages as well. So that multiplies some of the work that needs to be done as well. Now, when you have different languages, you have different countries that you're targeting. You're also duplicating a lot of content, so that's something to take into consideration as well. So as you can see, there's a lot to consider with international sites when it comes to S E O and really being able to get the most out of international site and rank it in the search engines that you'd like to using the key words in multiple languages that you'd like Teoh. And while it can be a challenge to do this, you'll see success from knowing the options that you have for properly structuring your site and want. The best practices are for structuring and ranking pages in specific countries, so international s CEO and how to properly set up international website is going to be much more clear to you. By the end of this course, you'll know exactly what you need to do when you are working on creating and ranking international websites 3. Section Intro International SEO Research: The first step in the International S E O process is to see how much you can gain from your efforts after all you need for your efforts to be profitable. So to help you determine how profitable your efforts can be here, we're going to look at the challenges of running a global business, how well your site is currently performing internationally, which search engines you should be targeting and how to begin the international keyword research process. 4. Know The Potential of Your International SEO Efforts: before you get started with International s CEO, you really need to decide where it is that you're going. You need to know what your potential is before you are getting started. So the idea here is that you are making sure that the time in the resource is all the effort that you are putting into international S e O is going to be worth the effort. And the best way to do this is to understand what it is that the business is trying to achieve. So this really needs to be your first step in the process because you want to make sure that what you're doing is actually going to be profitable for the business. And some of the questions that you may want to think about what you're going through this process are what can actually be achieved with gaining a global presence or an international presence. What is the business going to gain by doing that? You also want to ask yourself how our products or service is going to be delivered. If you have to actually pack up a product and mail it out, are you going to be able to do that? successfully in these different countries. How did the mail systems work? They're all different. So these air things to think about. And as I mentioned, you want this to be profitable. So are the expenses that you're going to put into this. Are they actually going toe outweigh the benefits? And if they are, they're not something that you don't want to do. So you really want to make sure what you're going after is going to really yield those results? And so we're gonna look in a little bit about how to figure out what your potential is and what you really should be targeting to get the most benefit out of international S E O. And then you also want to know what are your site goals. So are you trying to collect local leads? And you want to do that because you have a team on the ground in different countries, or are you just trying to sell additional products? And you believe that specific cultures would be very interested in the product that you have not just in the area that you are currently serving? Do you want to expand? Go, go global and really just increase your revenue, or it could be that you are selling virtual products and services. This could be a service that you can deliver no matter where you are. This could be a product that somebody can purchase and then download immediately. So again the location does not matter. So you really need to figure out what your site goals are. And if this is really going to match that international audience, so if you still believe that this is something that is going to benefit you, then we can get into actually researching the potential. And that way you can know from the beginning what you're going to do is going to be worth your effort. 5. How Is Your Site Currently Performing Conducting an International SEO Audit: If you haven't existing site, you really want to see how your website is currently performing. You want to know what is working well for your website, what traffic sources it has and how it is performing internationally, because this is really going to help you figure out where you can get started. You can improve what is already working for you, and one of the best ways to do this is to run a quick audit of your sight to see how it's performing. And there's a lot of information that you can gather from an audit. So here's what an audit can actually tell you. It can tell you which countries are already providing traffic to your site. On top of that, it can let you know what languages people are finding your site using. So if you already have content in different languages, you'll see what is already working for you. On top of that, you're going to be able to see which languages and which countries are driving traffic to sites so you'll be able to see how much of that traffic is coming from each source. So that's going to tell you which countries drive the most traffic. Which languages drive the most traffic, and then you'll be able to narrow that down toe, which keywords in those countries, or which keywords by language are bringing in the most traffic. Then you'll be able to see which pages on the site are the most popular for the countries that are bringing in traffic and which pages are the most popular for the languages as well . Now, hopefully you've set up goals in your analytics program. You are tracking what it is that is most important on the site. What you want visitors to actually do, whether that is to fill out a form to make a purchase, to download something and so on. And you'll also be able to see what the conversion rate is in that case, four specific countries for specific languages, for example. So you can see if there's already high conversion rate in a particular country if something is already working well for you. So if you're using in the analytics program, which hopefully you are, this is going to be easy information to find. So let's take a look at how you would do this using Google Analytics from your Google Analytics account. You can goto audience, go down to geo and under Geo, you'll see language and location. So if you click on language that is going toe, give you a list of the different languages that people are using and finding your site, same thing with location. If you go to location, you're going to be presented with a map that's gonna highlight the most popular countries where your traffic is coming from. And then it's going to give you a list with the specific amount of sessions her country. Now, if you've set up goals, as I mentioned right here, you're going to be able to see which of those countries is best converting for you. So that's helpful information to have. Now. Another thing that you can do in your analytics program is you can go down to acquisition all traffic and channels. Now, when you get to this screen, you can pull down and you'll see your different channels. Here. You want to click on organic search, and then, from there we're gonna click on Source. This is going to show you the different search engines that people were searching on when they found your site, so it's really helpful. Information toe have now. On top of that, if you have a Google Webmaster tools account, you can do this as well from there, so you can go down to search traffic, click on Search Analytics and here you can see there's all types of filters, so you're going to be able to look through the different keywords that are going to appear here. See how many impressions you had in clicks and you can filter this by country and you can go here and you can select from the different countries, and you can even compare countries. So let's say you have to top countries that you're working on or that drive the most traffic to your site. You can click here to compare those, and you can select the right countries and click compare, and then it's going to compare that traffic down below for you. So if you have little traffic or none from sources that you are interested in, you're gonna want to look into which ones are going to most benefit you. So the idea here is to start with what's already working as it is going to take less time less energy and money to improve. Your results were starting from the beginning. Starting from scratch, of course, is going to take you more time and money to Dio. So we're gonna get into how to identify which ones are going to benefit you in just a bit. 6. Which Search Engines Should You Target: now if you have an existing site, we just looked at how you can identify where your search traffic is coming from. Which countries air driving the most traffic, which search engines are driving the most traffic, so those are good places to start. Since you already have something that's working, you can continue on increasing your efforts there and improving what is already working. Now, if you are just getting started with international ESI or you don't have any international traffic so far, you need to figure out which search engine you're going to start targeting. And I bring this up, especially because if you are working with a website that is targeting a country other than your own, you want to make sure that you are aware of the most popular search engine in that country . So don't always assume that Google is top dog now. In many countries, Google is, but there are other countries where it's not, or there is a second search engine that is just ahead of Google or just behind Google, and you don't want to miss those opportunities. So, for example, in Russia, the Yandex search engine is extremely popular there, and you be overlooking a huge amount of traffic if you were not considering that search engine. Now with China as another example, they have Baidu, which is their primary search engine. Now, some, as I mentioned, some countries do have more than one big search engine, so you want to consider sometimes too big search engines. So, for example, in the United States, Google is the top search engine. But being often gets overlooked, and it does drive a lot of traffic. So that is another search engine to consider now. Russia, which I mentioned. Yandex, has the primary share of searches there. Google is a runner up, and so you want to consider both Japan, Google and Yahoo Japan. So again, you just want to look at the particular country that you're working on and make sure that there are not other search engines that you should be considering a swell 7. Keyword Research for International SEO and The Tools You Should Be Using: As with any market that you enter, there always needs to be enough interest. And in this case there needs to be enough search volume there for this to be worth your time. So that means you really need to do some cured research into which keywords are actually going to be worth your time. So there are some things to think about when it comes to keyword research, and the first is, is there enough volume? Are there enough people interested in what keyword you are going to target now? You also need to consider, especially when you're dealing with international sites that keywords can vary by country by language and even culture. So this is especially important if let's say you Onley have English content on your website now, you can still target different countries that Onley speak English. But although they all speak English, they use different words. They also have different spelling for some of the words, and the culture is also going to be different. So you want to think about that when you're considering the keywords and if they would be different by the countries that you're looking for. So the first step is you really need to generate a good keyword list. You want to come up with all the ideas that you can about what people will search for in order to find your website. Then, from there, you're gonna want to use tools to help you expand that cue word list. That way, you end up with a nice, long list of potential keyword ideas, and then you can continue that process by finding out what the search volume is for those keywords, and then you're going to be able to check the competition. So the idea here is to find keywords that have low enough competition that you're going to be able to relatively easily and within a reasonable amount of time, but have enough search volume that it's going to make it worth your effort. So let's look at some tools that we can use in this keyword research process. There's several tools that you can use and the first ones this one that is a Google suggestion tool. And what's nice about this for International S CEO is that it supports 11 different countries and you'll be able to select the different search engine here and also has I believe six or eight different languages here, So if you're looking for key words in different languages, you can put them in here. So what you can do is, let's say my keyword is photography equipment. I can put that in and start my search, and it's going to provide me with a list of Google suggestions. And basically, what this is doing is its point. Results from Google. So if I'm in Google ensuring the equipment example, it's going to show me photography equipment, rental, photography, equipment, insurance, photography equipment near me. And it's going to give me different ideas for keywords. So thes keywords are usually good keywords because it means people are searching for them. That is why Google is suggesting them When you put in keywords, you can also go down to the bottom of the list here, and you'll see even more related searches, so that's helpful as well. So, of course you want to be checking in the actual search engine that you're looking for. You don't look in any search engine. You really want to make sure that you are targeting this now Another one is search metrics so you can put in your UL here, you can put in your competitors. You are l. And you'll be able to see different keywords that they're actually ranking force. You can see if your ranking let's say in the top 50 results have competitors with keywords in the top 50 results and see if any of those are going to match same thing here on SCM Rush. You can go to the Domain analytics here to domain Analytics overview, and here I can throw in a domain. Of course, I want to make sure again that I'm targeting the country that I'm looking for. So in this case, Germany and I'll be able to pull down and I'll be able to see the top organic keywords that this site is ranking for. You can see the position, the volume, and you can click here to get a full report of all of their key words. You can export that list very easy. You haven't handy there. You can add it to your list of keywords. Now, the same thing for keyword analytics. I can go here and instead of putting in the domain name, what I'll do here is I'm gonna put in a keyword idea. So again, I use the photography equipment as my sample keyword. This is going to tell me the search volume in different information about the keyword, but I can pull down here to these two sections phrase match keywords and related keywords. So, under a phrase match keywords, you'll see that the actual keyword is within these different key phrases. Whereas over here on the right hand signed with related keywords, these are just similar keywords to what you put in again. You can click on full report. It's going to be a whole list of ideas again. You can export them. Adam. Right to your list. Great way to get lots of keywords Do keep in mind that some search engines have their own keyword tool. So most people are familiar with Google having Google keyword planner. But you also have other ones like being, for example, they have their being keyword research tool that a lot of people overlook, and so that is when you can definitely use it. That is a search engine that you were looking at and Yandex, for example. You can go here, you can put in the keywords, and it's going to show you related search queries that are being searched for on the index search engine. So this is similar to the first we looked at again very helpful. The rank tracker tool that is part of the S e o Power sweet bundle by Link assistant also has a keyword research tool. So not only can you track your rankings by from different search engines in this tool, you can also get additional keyword idea. So I like to have that is all in one tool, and I can go up here to keyword research ones. I put in my sight information click on, suggest keywords, and it's going to allow me to grab keywords from different places. So if I want to get it from the Google AdWords keyword planner, Google Auto complete related searches being Yahoo, etcetera, then I can select which one I want click on Next. Put in my keyword ideas. This is going to give them something to go off of. And again, I can put in the language. It supports many, many different languages, so it's awesome tool, and then you can click on next, and then it's gonna give you a whole list of those tools. This is another great one, especially if you're looking for an all in one S e o toole. This is one that's going to help you with the entire SQL process. Now, if you are using ECM Rush, keep in mind, though, here that you can look for keywords in 25 different countries, they have different languages. So make sure that you are just selecting the right country to look at. Now that you put together. Hold this. Now you want to identify the search of volume for that? So, for instance, I did a search here for photography equipment and that has a search volume of 20. Now, one thing to keep in mind is that this is not exact. This is an idea of the search engine. So don't take this to mean there will only be 20 searches there. Condemn finitely B'more. But this is going to give you a relative idea of what's out there so once have identified a key word that has some good search volume. In this case, it's only 20. Not the best. But again, I did a search in the German Google version four in English keyword. So it's not gonna have that high of a search volume. So be better. Of course, if I was searching in German, but I don't speak German and maybe many of you don't as well. So I'm gonna go to google dot de for Germany and I'm gonna put in photography equipment and let's take a look here. Now, this may be the translation for that. Not quite sure, but I'll click on that just in case. And what I want to do here is I want to enable what's called MAS bar. Now, this is what I use for any ASIO that I do. Local CEO National S E O. I go to Mas Bar because it shows me quick metrics here it shows me the page authority of a website domain authority and how maney back lings and I use that to get a general idea of just how hard it's going to be outrank competitors. So with that enabled, I can see each search results. So here we want to look at page authority back links, domain authority page authority. I typically like to see results under 30. That means it's gonna be relatively easy if it's 20 or last year in 25 or less, that's going to be pretty easy for you 30 years after get some back links to a little bit of extra work. But it's possible once you start getting to the forties, it definitely starts getting harder. There's a lot more work, so I like to get a quick idea of the page. Authorities Air listing The 1st 1 is a page authority of 37 saying with the 2nd 1 but then it drops toe 1 16 1 13 and so on, so you can see there's a lot that are very low now. Page authority is more important to me than domain authority because you, for instance, will see here we have a domain authority. 30 25 57 37 1 They're kind of all over the place. But if you have, say, a YouTube video, you may have a page authority of one. But YouTube as a domain has a score of 100 which is a top score that you can possibly get. So, of course, the lower the number is the better here. Now I want to take a look at how many back links. These results have as well. So here we have 100 33 over 1900 then it drops again. 01062 So low number back Lings. So you want to look into the quality of these back links that these are all really spammy back links, you're going to be able to outrank them much easier than if these are all high quality back links. But you're going to be able to easily outrank sites that have a page authority of one no back links, especially if they are like this a the low domain authority. So those are all good signs that you can outrank. So it's a matter on finding a balance of the competition level with having enough search volume to make it worth your time. Now there's also tools like in ECM rushers, a keyword difficulty tool you can look at. You can really use this information that you are getting from the different keywords to prioritize your efforts. You can't go after everything at once. This will help you figure out which one is going to help you get there. Most results which ones you'll be able to get the quickest results from so ideally here, you really gonna want to start targeting these by country if that really matches your business goals. But if a country has really low search volume but you're finding that the language has a higher search volume, then you can go after that specific language. So this really plays into the structure of your site, how you're gonna set up all your your site content, and we're going to get into exactly how to do that here shortly. 8. What To Do If You Aren't Currently Ranking Internationally: So what do you do if you have a website that is not currently ranking for any other languages? It's not ranking internationally, and you don't have any key words to use to get your search started with. The best thing to do in that case is to start with your competitors. You want to see what your competitors are ranking for. You can take a look at other websites in the industry, see what they are looking for and use them as the example site when you're doing some of your keyword research, and that's going to help you expand your list so there's a couple of resource is for doing that. The first is Alexa. Now Alexa allows you to see the top 500 sites by country, so this is going to allow you to go through, and you can select a particular country that you're working on toe. Let's say we were in Germany. We can click on Germany here, and it's going to show us the top 500 sites that are ranking in Germany so you'll be able to look through these. You can see which of these is most relevant to the site that you're working on and be able to grab that you, Earl. Now, just like Alexa, Similar Web is another website, and this is going to show you the top websites in all the countries around the world as well. So one neat thing here is it gives you a little bit additional information. You can see how long people typically spend on the site, the number of pages that they look at and what is the balance rate for that particular site . But that's just a little added bonus for what we're looking for right now. So here you can go through, and what I like here is you can actually select the category. So let's say we're looking at photography and again we're gonna look at a particular country. I'm going to go down again to Germany just to see and click. Go. Now here. It's going to give me just a small list because I'm not signed in as enough created member . But since you can narrow this down by industry, it gives you more relevant websites to start with, so I'd be able to take it This u R l here, for example, I can copy this, and then what I like to do is just like we did before. Go back into SCM, Rush, throw in the domain and do a search. Now here it's looking at us. So again, you want to make sure that you are selecting the particular country that you're trying to work with. So now that I have the website in, I have the location, and now it's gonna display all the data for me and I can go down and I can look at the top organic words. I can see other competitors if I want to continue searching. But then here I can grab a full report of all of the different keywords that their ranking poor can see the positions so you'll be able to come down to the list here. And if you want, you can apply some different filters here so you can find better keywords that you're looking for. But you'll be able to go through all the pages here. We'll look at this list and pull out some key words that you think may work for you. Add them to your list so you can do the research and also like to go over here and export the list so I can just copy and paste them very easily. Add them into my list helps just keep me organized as I do the research process. 9. Section Intro Setting Up Your Website to Target Specific Countries: in this section, we're going to look at how to structure an international website so that you get the most S e o benefit. When you're targeting multiple languages, multiple countries, it can certainly be a challenge managing all of the content. So in this section, we're going to look at what your options are so that you can set up your website strategically in a way that is going toe work best for you and what you are trying to achieve. 10. 3 Options for Structuring Your International Web Content for Specific Countries: managing web content for an international website that targets multiple countries can certainly be a challenge. So it's very important that you set up your website properly. That means that you pick a good structure for the website and that you are consistent with out when you are integrating international content. When you have so much content, it can be a bit of a challenge to figure out where to start. So here are a couple of places that I like to start. The first is with the existing language. I want to figure out what can I do with the language that the site is already using? So, for instance, if you have a website that is written in English, what other countries also speak the same language that I now can begin targeting? And then I also like to look at where the existing traffic is coming from. If there is a country or language that is already driving a good amount of traffic, or I find that it is converting very well, I want to go ahead and start there. I wanted to take advantage of that and see what I can do to make that even better now when it comes to using this approach with the same language but different countries. There is a big piece that many people miss out on and then is providing translations for the same language. And why Why would you do this? Because there are many aspects that are different spelling, even though it's the same language when it varies from country to country, There are some words that are spelled differently, that people behave differently. Their interests are different. Time zone is different. The currencies that they use are different. And this is why you may want to provide a translation. Even if you're targeting countries that speak the same language, it makes him feel more at home. It makes them feel comfortable, and not that the website was actually written for someone else. So, for instance, if your website isn't English and your targeting visitors in the U. S, you could also target visitors in the UK, But you still may want to provide that translation because some of the words are spelled differently. They use a different currency. So if you are selling products, that is something to think about. So always think about all the aspects that are different and not just say oh, there, speak English or they speak Spanish. For instance, If you have a Spanish speaking site and you target, let's say two or three different countries, there's often some different lingo use from country to country. So using what is most familiar with that particular visitor is going to help them convert better as well. So when it comes to the content structure of your website, you really have three options for how you can go about setting up your website. So we're gonna look at those here. The 1st 1 is C C T L D s, which is the country code top level domains, and then the other one is sub domains and subdirectories. And each of these has its own pros and cons. So you really have to pick which one works best for you and then use that consistently. You don't want to mix these, so let's look at these one by one. Let's start with the country code top level domains. So some examples of these are websites that use dot UK at the end for United kingdom dot fr for France and so on. There are several different domains that are used and these air used for businesses or websites that our target these country visitors specifically. So there's several pros and cons to using these country code domains, So let's look at the pros. The first is these are a very strong signal to search engines who you are targeting. If your website ends in dot fr instead of just dot com, the search engines know which country you're targeting. You are not using an international domain like dot com. You are using one than a specific to a country. This also is going to help you get better rankings in that specific country as well. So if you are looking at your competition and you see that you are using an international domain such as dot com dot org's, for example, and many of your competitors are using dot f R, that is something that you may want to consider changing. Then you may want to consider also getting a country specific domain for France in order to better compete with them. On top of that, it's easier to market because if you are marketing again to that specific country, they are going to be used to see in that domain extension, and it will be easier for them to remember now. Also, if there are any algorithm updates for other CCT LDS than yours will not be affected. So that is something that is good as well. Now, on the flip side, the cons if you are targeting multiple countries, you have toe have multiple sites, so that means that each site is not gonna have any authority at all. When it comes to S e O, you'll need to start from scratch with each and every site independently. And of course, that takes time, and resource is to do so. That is definitely something to consider. And alongside that, each one has to have its own S e o strategy, including back ling's that you need to be able to figure out on top of that, the sites are going to be crawled individually, of course, because they are individual websites. So, as you can see, there are many pros and cons to using the country code top level domains. Now, one thing that is important to know is how search engines actually determine the location of your website. The first is because your location is set in your Google search. Consul accounts. When you log into Google search console Google Webmaster Tools, you'll be able to select the country that your domain is targeting. So this is a signal to Google that that is, of course, the location you're targeting now. The second is if you use a country domain that that is, of course, their signal that that is a country you're targeting. But one thing to note is, if you're using a country domain, you do not also need to set it in your Google Search Council account. So that's more so if you are using an international domain such as dot com or dot org's. And this is why this is exactly what Google says they say will rely on several signals, including I P address, location, information on the page, links to the page and any relevant information from Google. My business. So these are the factors that Google looks at when determining which country you are targeting. Now the next option is subdirectories, and again we have a lot of pros and cons here. The first is that this is a good option to use When you have a general top level domains of your using dot com dot org's, for instance, this is a good way to set up content for specific countries. Now, a huge benefit as well with Subdirectories is that you can use the site existing SC authority. So if you have a site that has been established for some time, you've been doing some S E O work. It will help boost the new subdirectories that you are creating. You don't have to start from scratch now. It's also easier to manage one site. All of the content is going to be on one site. You're not going to be managing multiple sites, which also makes us an easy to implement option as well. And, of course, that keeps costs down. No. On the other hand, this is a bit more complex to implement, and it doesn't have the same good location signals that a country code top level domain has . So that's something to consider as well. Here you can't have a specific I P address, which again is a signal for Google, as we just looked at. But this could be a great option for sites. I don't have a lot of content now, sub domains. On the other hand, this is a clean way to really isolate different versions of your website, and it makes it very easy to manage as well, because again it's it's on that same site, but you are allowed to have different server locations for each sub domain. Now, on the flip side again, we have the cons. You are again, starting with no authority from your existing sites. This is a big, big difference between sub domains and sub directories. Subdirectories can use the sites authority and sub domains are really treated like their own website. They're seeing their tracked independently of the main website, so this makes optimization for sub domains a bit trickier. But again, these are your three options for how you can structure your site content again, select the one that is going toe work best for you, and then stick with that option consistently 11. Options for Using Different Languages on an International Website: Now that we've looked at your options for structuring your Web content for sites at target specific countries, let's look at what your options are if you wanna have a multi lingual website, so if the location of your service or your product your content doesn't matter, then you really can focus on specific languages versus specific locations or specific countries and down the road. You can always start to gravitate towards setting up specific country versions if you find that there becomes enough traffic or enough interest from a particular area down the road. But language may be the best way to go, depending on what it is that your site is promoting. So when it comes to structuring your website for specific languages, you have two options. The first is with sub domains, and the second is with Subdirectories. So again, these have their pros and cons, and they're gonna look very similar to what we talked about for the content structure for specific countries. So let's start with the subdirectories. They're really good to use for sites that have less content. So if you are targeting English and you're targeting Spanish, you can set up directories for each language and you can put all of the content within that directory. So this is a very easy and very cost effective approach for getting this set up. And as I mentioned earlier, you can use the sites existing SC authority, which is a huge benefit. On the flip side, we have the cons, and those are that this is more complex that I like. I mentioned the poor location signals in no specific I p address being used, So those are some things to consider. But if you win about setting up a subdirectory, this is how it would look. You'd have your main site and then next you could set up your Spanish site with your domain forward slash E s for Spanish. Now, on the other hand, we have sub domains again. Very similar pros and cons here. Sub domains are good for sites that have a high number of pages, and it really makes them good for being able to index all of those pages. But on the flip side again, no authority from the existing site and they get seen and tracked independently, which is okay. It just requires a bit more time and effort on your part and again, you have toe have separate s CEO strategies. You have tohave separate back linking efforts. So your website would look like fish or main site. And your Spanish site would look like this where you have the e s dot the business domain name dot com or whatever the extension is, and that is how the subdirectory would be set up. So the most important here is that you are consistent with your approach. You always go a sub domain. Do you always go with subdirectories and not mix the two together? So pick one and that works best for you and stick with it. 12. What to Do For Visitors Who Land on The Wrong Page Version: Despite your best efforts, there may be times when a savings their lands on the wrong page. They're taken to the wrong page, and they're not viewing the page that you meant for them to be based on their country or their language. So the question becomes what happens to them. And if you are not setting up the site so they can easily select their own language or their country, then there's a good chance that they will leave the site. So how do you keep them on the site? And that is by allowing them to select the country or to select the language that they want ? Ideally, you could make this obvious for them. You can ask them what they want and allow them to choose their language easily without having to hunt for this information. And that way you're going to allow them to select the language of the country that makes them feel most comfortable, and that is going to help you convert them and be able to keep those visitors who were initially directed to the wrong page. 13. Does Your Hosting Location Really Matter: it used to be. That hosting website in the same country as the visitors was a helpful indication to search engines that that was a country the website was actually targeting. But these days that's not so much the case. So if you don't already have hosting, I would consider purchasing hosting in the same country, the main country that you're going after. But I wouldn't necessarily change it. If the only reason that you're changing your hosting is to help signal Google that that is the location you are targeting, it really just does not have the same effect as it once did. Hosting does help with other issues like the sites load time, for example. But in this case, it's not as important as I talk to our earlier Google looks to the country level domains, and they also look at the country settings in Webmaster tools as their primary indication of which country you're targeting. So what's more important than hosting is having a properly structured site that search engines can crawl, that they can index and that is designed for the targeted country or language that you're going after and of course that your optimizing your website correctly and that is really where you should be putting all of your focus 14. Section Intro International SEO Best Practices: Now that we've looked at your options for structuring your site, I'd like to explore how to begin implementing the best practices for an international website in this section. We're going to make sure that search engines, Quran crawl your website. We'll look at international on page optimization strategies and how to redirect different visitors to the correct version of your website. 15. Making Sure Search Engines Can Crawl The International Versions: Now that you know who you are going to target and how you're going to structure your site, you want to make sure that search engines are going to be able to crawl an indexed. Your site, of course, is is going to be very important as search engines need to be able to crawl on index a site in orderto rank it. So you need to make sure that you have no scripts on your site that are preventing this as an example. One thing that could be done is if you are using WordPress, you can actually ask for search engines not to index the site. You can also do this using the robot stop txt file. And I've seen many sites that are attempting to rank, not even be found in search engines and come to find out they were accidentally asking search engines not to index the site. Now, another thing that you can do is linked different international sites together. So that way, search engines are going to be able to easily find those links that they come to the main version of your site. They see the other versions listed there with links to them. They're going to crawl those pages and discover them as well. Now, on the other hand, if you have a large number of international site versions, you don't want to link too many of them. You want to just linked to the most popular ones that you're finding for your site, And another thing that you can do is create a specific page dedicated to listing the different international Web versions or website that you have on your main site. And this again is going to help. Not only visitors be able to select from the different versions, but it's also going to help search engines crawl and index those versions as well. So this applies for languages or countries structure, depending on how you're setting up your site. 16. On Page Optimization Steps and What You May Be Forgetting: on page optimization for international sites is very similar to optimizing national site. And, as you know, on page optimization is extremely important for ranking. You're citing is a lot that you conduce really boost your ranking just with on page optimization. And we talked about how to make sure that your intern ash little versions are callable. But now it is also important to complete the process here, make sure that you're really getting the most benefit out of all of the effort you're putting into this. So if you're familiar with the FBO, you're familiar with a lot of the arm page steps that need to take. And one huge common mistake that I find is that many people who set up no version did not fully translate all the elements on a Web page. So this is like putting in all this time and effort to rank international versions but not actually completing a full process and then hoping for the best results. Do you really want to make sure that you were going to this school process and fully translating the site for search engines? And this is so somebody? Is he on tape optimization tastic include some of the fallen No, before I list is out here, bro, quit. Make sure that you are grabbing a key words that you selected earlier on because you're going to need to begin integrating them into your pages in the useful in places that we're about to talk about. So the first is the your Allen. Wanna put that keyword in euro? So if the main site that you were using it in English, you. If you have a Spanish version, you should be putting in the Spanish keywords into your euro. Don't leave them in English. Same thing with the title in your meta description. If you are using the key words in your menus, the navigation that's where you want to include it in the targeted languages while and the other important places that are always common with on page optimization, including a header past. So if you were including the headers of your site and the subheadings and H one or H two tags, you want to translate that as well and again with images. When you have file names, if you have the tax that was around the images, the whole tags are all good place for the translated words and, of course, your page content. Google looks to your constant understands replaces about. So when you can use your translator keywords and relevant keywords there, that's very important. Now, if you are really targeting a specific location, if you can have a local phone number, you have even a local address that's gonna help send a location single physical as well. Now, if you haven't e commerce site thinking about your product names, the descriptions and it is there, you never want to forget about those places as well for e commerce store. So the main thing here is to not leave your your hours, your titles, descriptions, all things that we just in English for a Spanish site, the Germans, site of Chinese site, etcetera. You want to make sure that you are not only translating the content, but you are translating the rest of the site that is needed for on page as feel as well. This is not only gonna be helpful for your visitors, but it's also gonna be helpful for search engines. And when you are really making sure that everything is this user from your possibly translate everything for your visitor. You're going to see your conversions go up. And at the end of the day, that is what this is all about. There's no point in driving all these targeted visitors to your site and not delivering everything through them the way that they want Teoh. So you're gonna waste a lot of time and energy there if you're not coolly optimizing everything on the site. 17. How to Redirect Visitors to The Right Site Version: now that you created different country England language versions of your website. Now you need to figure out how we were going toe redirect site visitors, two of the page that you created for them. So it's easy to figure out where your visitors have come from, what language they speak. And the way that you can do that is that you can detect the location by the I. P address of the site visitor. When they land on your site and for language, you can detect the language through the visitors. Growls are studying. So that way you have this information to go off of a soon as of the bourbons on your site. Whenever you know that information, how do you present your site to the visitor to have a couple of different options? The first option is that you can suggest the correct site version for the visitor based on their location and based on their language preference. So this means you are not automatically redirecting the site visitor to where you believe you want them to go or you believe they want to go. You are allowing them to choose for themselves whether they want to stay on the main site or select another version that is more comfortable to them. Do you want to try and avoid doing this on a pop up for me if you can, And just make this the suggestion on the site where they can easily select from the crest country or correct language. So you will need to add in some code to these types of pages. But I'm not going to get into that too much here. I'm going to do that in just a bit, so we'll take a look at that then. Well, let's talk about your next option. You could also automatically redirect the site deserts, the most relevant version based on their location in their language. Now, this may seem like the best option because you are automatically sending the site visitor to the version for them, and that helps speed up the process of getting the content in front of them because they don't have to select it themselves. On the other hand, this may not work for all of your site visitors. So, for instance, think about someone who is living in a country. But the language is not their native language. and they feel more comfortable reading your site in their native language. Or this could be somebody who's traveling, for instance. So they're different reasons why someone they end up on your site and not one conversion that you are presenting to them. So this is something to think about now for this option. It's a redirect, as they mentioned. So you may have heard about a three a one redirect, which is where you permanently redirect one page to another, and this one actually uses a 30 to redirect, which is typically a temporary retract. But it's also used in these purposes as well. But we'll be looking at that invent. So if you're not familiar with that, don't worry about that. And you also want to consider of visitors who are not coming from a country that you are actually targeting on your site. So what happens to them, which is the best version for them to be able to see? Now take a look. A trip advisor here now I've gone to this website and live browse air setting are in English, so it is presenting the sites in English. However, at this moment I am in Nicaragua. So it is presenting the crisis in the local currency year. However, that doesn't work for me, because when I go to make a payment, I am going to pay in U. S. Dollars, even though I'm not in that country. So I'm gonna have to go and make a change. Here's that it is when you put that in U. S. Dollars and it's gonna be easier for me to understand how much I'm actually spending. So at least it does give me a way to change that quickly. But as you can see, there's different options here for how you present it. So you need to think about which option would like to use for your site. 18. Adapting Your Products, Services & Offerings to The Local Market: when you're serving different countries. Hunters not only have different languages, but they also have different culture, different interests, different currencies, values, weather and so on. The list goes on. So when you're serving other countries, you also need to relook at your current products, your current services and even your offerings if you do advertising to use sales, and you need to do that in order to adapt it to the local marketing that you are serving based on the differences which wound these countries. So let me give you an example. For instance, if you have an online clothing store and in that clothing store you have a large selection of heavy jacket. And now you are starting to target countries with hot weather year round. You may not want to make your jackets your primary offering. You may not want to feature them on the name, country or language pages. You may not really want to do a lot of sales around that, and you may want to target your offerings a little bit different now depend on the type of product you have. You may need to change your products. You actually have two versions, one you sell to visitors of one location and another product that you sell to visitors of the other location. And this may just be to increase your conversion rate because the countries have different languages, different interests, values. So if you have products that have a lot of language on them, it's a gift. Let's say that has words inscribed on it. You may want to adapt. That's what's translate into the other languages, for example, so there's all sorts of reasons why you may need to adapt your offerings. So azure site up. These international occasions also think about your products or services and how you may be able to market them a little bit differently, based on the location or the language of the visitor. 19. Section Intro Multi Lingual Website SEO Best Practices: in this section, we're going to continue the top on implementing best practices for your international website. More specifically here, we're going to be talking about multi lingual websites and some additional considerations you should be thinking about when targeting multiple languages. 20. Language Tags for Multi Lingual Sites and How to Use Them: language tags are extremely important to international S E O. It can actually make a really big difference for your rankings and for directing site visitors to the correct version of your site. And on top of that, this is something that a lot of people either don't know about or they don't take the time to implement. And that is, of course, an advantage for you. So do make sure that you were using this on your international site. But why are these tags so important? The first reason is because they tell search engines which language or which country you're actually targeting for that specific page, and on top of that, insurers that the correct pages are going to be shown in search results. So, for example, if you are looking at Google Australia, you don't necessarily want a US result there, or that may not be where you want your site to be displayed. So you want to make sure that it's getting displayed in the correct location. Now the home page is a bit of a tricky page because there's a couple of things that you can do with your home page, depending on who your visitors are, and this is going to help you figure out how to set up your site in which tags you want to use. The 1st 1 is that you can show the same content to everyone. So this means that if someone types in your you are el or said the search for your u. R L. They are all going to get taken to the same home page. Now on that home page, you can provide a suggestion for which is the correct version they may want to click through to. So if someone comes to your main English site and you believe they may want the Spanish version, you can present that on the home page, and they can choose to click it if they want to. Now the second option is to allow visitors to select option so again they're going to go to the main site. But they will be shown a menu where they can select the right country or the right language that they would like to see. And then your last option is that you can automatically redirect the visitor to the correct location or the correct language page. So we talked about that a little bit ago with the redirects. But that is another option that you conduce. Now, no matter which option you select, it needs toe. Have an H, ref Lang tag. So here, I want to look at what those tags are, what they look like and how to actually implement them on your site. Now, the 1st 1 is called an ex default h ruffling tax. And this is a tag that you actually want to use on your country selector pages. Sophia paid. You've listed all the countries. Then you want to have this tag there. So this basically is telling search engines that this specific page does not target a specific country. So you can also do this with the home pages like we talked about that can redirect visitors toe other pages or that you serve dynamically. This is the code that you would want to use for the home page. So here you'll see that this is an alternate, a treff lang tag, and you're putting in the u R l. And then you're putting in for a trifling X default because this is one. Pages can be served to anybody on the next tag is your l alternative H rough laying tag. So to give you an idea, here's what this would look like. So you'll see. It's similar. But here, when you have your domain, you also have the language, followed by the country version for the H rough laying tack. And then in the URL, you have the correct version to be displayed. So this tag is really meant for your specific language pages and your specific country pages. So now I want to look at exactly how you go about adding these eight ruffling tags to your site. You've seen what they look like. You have an idea of what therefore, so how do you add these to your site? Your first option is to add an HTML link element into the header tag of your website. So within the head code, here's the top oven HTML site. You will go to, for example, your main domain, as shown here. And then you would add this coat. So this says, if anybody comes and they want the Spanish version, here is the Spanish version of this page. That way, the search engines No, keep in mind here now, when you are linking from one page to another, you have to include the coat on both pages. So means you have to go to the Spanish version in link back to the English version or whatever versions you are dealing with. And if you don't do that, search engines can ignore the tag that you've added there. Do you have to make sure they're adding this to both pages? Another thing that you really need to keep in mind. This is another common mistake I see is that it is okay here in the h ruffling tag. You see, it's his E s, which is first Spanish that it on Lee has Spanish. It doesn't specify a country, so you can specify both a language and the country. So, for instance, you might have a few versions here. This could be Spanish for Argentina. This could be Spanish for Bolivia. This could be Spanish for Costa Rica, so you can specify the same language and have different countries here. You would just add in this code several times, but what you cannot do is add in just the country and not the language. The language can be by itself, language and country can be together, but country can never be by itself. So another thing you want to think about here is directing visitors who don't fall within one of those languages or countries. Where do you want them to go so you can link back to the main language. So if you're using English, for example, you can put in eight ruffling equals and English, the English code, E n. And that will redirect everybody else back to that page, too. Don't forget about the people who you are not specifically targeting but may still come to your site. Where do you want them to go now? The second option is adding a language version of an XML site map. This is actually a really good option to use if you have a lot of content, a lot of versions for your site, because this just keeps the code clean. And using a site map works just as well as adding in these header tags. So don't be afraid to use that as an option as well. So if you are adding in an XML site map, this is actually what it would look like. So you're using the same code. You're using the same links and it's just written a little bit differently with this x html semi colon link. So that's all that is going to look a little bit differently. But Joe see here this is a version from Google, and this is an example XML site map created for a multi lingual website. So this is what that would actually look like and you can plug in your own language is and of course, your own domain. So this is a very, very important step for you to take for your international site. It's going to make sure that the correct pages are presented in the correct search engines and the correct countries, and it's really going to drive the correct people to your site, which of course, is very important. So don't forget to add in the h ruffling tags to your website and all of your international pages. 21. Options for Translating Content Into Multiple Languages: translating your site content can be quite difficult, time consuming and expensive. But just like with anything, the more effort that you put into the translation process, the more benefits that you're going to get out of it, because it is going to be more beneficial for both search engines and for visitors. So if you don't spend as much time, you really have low quality translations. It can be seen a span by search engines, which, of course, is something that you want to avoid. That certainly not going to help your rankings. And when you are relying on maybe some lower quality translations, it's just really not going to help you get as much of the rankings as you may be able to otherwise. And then, from a visitor standpoint, if visitors are coming and let's say the continent's translate into their language, but it's not a good quality translation. I could really reduce the conversion rate so they're not going to sign up for the website. They won't register. They won't purchase a product because they feel that it was just automatic Translation was really meant for them, and so that's something to definitely think about as well, so what? That being said, you have a couple of options for translating your content. The first options that you can rely on automatic translators. So this option is going to be the quickest, the cheapest. But it's also going to be the lowest quality. So you just have to consider what is going to be best for your site here. So there are services like Google translate. Obviously, you can throw in your content, and it's going to spit out a translation for you. Google Translate also has a widget that you can use to translate your site into multiple languages. So that's why it makes it so quick. You can get that done very fast. There's also plug ins you can use. You can use trans posh, for example, and that will translate all of your content as well. So there's other options for the automatic translations. One thing to consider with this, though, is that it doesn't change any of your links. It doesn't change those girls, and it is not going to work on any of the on page optimization factors for you. So it's purely going to just translate the content which may or may not include your keywords. He may have to go through and edit that a bit more so. Those are some things to think about with automatic translations, but that is an option. Your second option is to use a non professional translator who is a native speaker, a native writer, native translator. But their cost is not going to be as expensive because they are not necessarily a professional at what they do. However, they will still have insight into the local culture into the lingo that the language has. So this is an option that may not be the most expensive option for you. If you're just getting started now, your third option is to use a professional translator, so this option could be the most expensive. It can take a bit longer, but is also going to provide you with the best results. So again, regardless, if you use a non professional or professional translator, I recommend that you get someone who is a native language speaker from the language that you're targeting. So that way they can understand the culture. They can understand the local lingo. It's really going to help increase your conversions on your site now if your site requires more technical lingo. If this is a medical practice, for example, or law firm, for example, so anything that is going to get more technical than you may need to get a specialized translation service so that they can really understand the correct terms to use that some of the other translators may not. They're different sites out there that where you can find translations services. If you're looking for nonprofessional, you can even go to sites like up work, for example, and you'll be able to find many translators there. Just make sure again that they're in the right location and look for some of the reviews there as well. So those are some of your options for translating your site content. 22. Dealing With Duplicate Content on International Websites: When you typically think about duplicate content on a website, you think about avoiding it and making sure that you're not displaying duplicate content on a website to either visitors or to search engines. So the challenge with international sites is that you are often creating multiple versions of the same content, so it's either going to be exactly the same where it's going to be very similar. So what do you do with that duplicate content? You actually don't need to hide duplicate pages when you are targeting multiple countries or multiple languages, So that's the good news. But there are still a couple things that you can dio. But first, if you are going to be displaying the same content to the same user, you need to inform Google of the preferred version that you are using. So this just comes down to the canonical tags. So, for instance, if your domain dot F R is what you're using for your main site, but the same content is displayed on your domain dot fr forward slash that is seen as two different versions to search engines, so you need to be using the canonical tag to redirect to the correct versions, letting search engines No, the one you prefer. So that way it is not seen as duplicate content Now. Next, you want to inform search engine of the correct language or the country. You are also that way. They know the correct language, our country that the page should actually be targeting. So that's what comes down to the language tags that we talked about earlier on. So making sure that you are adding those language tags in or the country tags. So that way search engines understand that this is serving a purpose for a different country, so that is going to help you get around the duplicate content issues with international websites. 23. Section Intro Other International SEO Considerations: search engines really like to see visitors coming from social media as well as other traffic sources. That's why here we're going to talk about how to drive traffic to your international site, have a benefit from social media and other off page optimization and promotional strategies . 24. Social Media Considerations For International Sites: when it comes to promoting your international site. Just was, with any site using social media to drive traffic to the site to promote your site in your site. Content is a huge resource and is definitely something that you should consider with your international site. And you can do this easily by translating your constant that you want to propel on social media. So if you are already active with social media, this is going to be very easy to implement. But otherwise this is definitely an option that you should consider. Now if you are using Facebook Twitter, they both offer automatic translation based on the user's browser settings. So that way, there's nothing that you're going to need to be able to do in order to translate. The content will be taken care of forties, of course, if you want to manually translate the constant cans. Otherwise, users will either be presented with the concept their language or they'll be off of the button to translate the content to their native language. Now, you may also want to consider if you are using Facebook ads, for example, that you can use their power editor and that actually allows you to go in and you can select the target country. Or you can select the target language and that will allow your post on Lee be shown to visitors in that country or who speaks that language. That's a great way to get in front of targeted visitors with traffic. But again, this is all about knowing your audience. So, just like with search engines, you need to know which social media sites are going to be the most popular in the country that you're working with, just as I mentioned, like Google is not necessarily the top search engine. Every country, the same thing with Facebook. That may not be the top social media site in every country. So again, don't assume they're really know your audience. Know the country that you're targeting and take a look at which will be the best site for you to spend your time on. So that way it converts better for you 25. Knowing The Differences Between Countries Will Increase Your Conversion Rate: as you work on SDO, the whole point is for you to make money for the business that you're working on. But you shouldn't make yourself work any harder than you really need to. So that means that you need to do everything that you can to make the most of the website traffic that you already have and not always be spending all of your effort focusing on getting more traffic. So this has all to do with converting more of your visitors into customers. And when it comes to international, Sulu need to think about the country differences because although they can seem very small , they make a very big difference to your site visitors. They helped them to feel more comfortable, and when they feel more comfortable, they're more likely to convert for you. So some of the things that you want to think about is the culture in general. So when you are targeting different cultures, you really want to research the culture to really want to make sure that you understand them. You understand the values and other things to consider. Are the weather the holidays that they have? If there are spelling variations between words is, for instance, you're serving two different English speaking countries. They may have different words that they use a awesomely spell the same word differently. The same with Spanish. There's different countries that speak Spanish. They use different words that mean spelled in the little difference. So you want to always keep that in mind. Date coordinations, domain domains, addresses, phone numbers, currencies. These are all things that are going to be different and very country to country. So you want to think about a visitor who is coming to the site. If they're not from that particular country that the Web pages targeting, what are they going to think? What is going to stand out to them as being off for different? Because it is not what they're used to. So really, you should be studying the culture, not just translating word for word, the content on your site and this is going to be a better way to benefit both your visitors and your business so everyone really wins 26. Off Page SEO & International Promotion Considerations: depending on how competitive your niche is, you're going to need to turn toe on page optimization off Page Seo and promoting your site . And this process is actually very similar to the national SDO process. So there's gonna be some small differences that will talk about. But for the most part it's going to be a very similar process that will follow. So you're going to be using the combination of S E O. Both on page that we talked about an off page essay that will talk about the moment and also social media and content promotion. That's really how you can get the most traffic to your site, international or otherwise, really. But here you're going to be using a more localized approach. So what this means is now focusing on a specific geographical area or a specific language. So this means that you really want to find relevant cc tail disease to link back to your sites, and you won't be able to find awesome sites that are in the same language toe link back to you. So that is really going to give you more of a boost than some of the other back when she made the adults upon. But you want make sure that you have a natural back rink profile. So you want to have a mix of the same cc tail D that you have as well as non cc tail these or does general dot cons dot net that order, for example because that's gonna make it look most natural. But then you also want to make shortages is with nes CEO for any site that you are using varied anchor text and that the back lines are always coming from the high quality sense. You can always have much better results when you have high quality back links coming to your site and it doesn't have to be a huge number, so quality is more important than wanted to you. But I was a recommended that you could be a competitive analysis just like you would per national s CEO. And this is also gonna help you be able to find some language specific sites as well a. Some specific geographical sites I can link back to as well when you take a look at what your competitors are using what they're actually benefiting problems with youth and black or some of the same backwards as well. So, for instance, I really like to use ECM rush for that. I also really like to use part of the ehskyoo Power speed bundle Link Assistant, for example. Those are very, very good tools for taking a look at your competition and of your finding potential back rings as well. You'll get a lot of good information using those tools. And if you outsource this process at all, this is something that you don't want to take on. You should consider hiring a native speaker and is possible someone who was actually located in the same country that you're targeting. So they're doing your back link and you know of opportunities that you name this if you're not from that saying, area ending may be able to better communicate with some of the Web masters there. So that is just something to consider. If you are outsourcing some of your off page seo, your back linking or any of your promotional strategies, and then you just need to watch your analytics as you would with any sight to see which traffic sources are converging. Invest which one's send the most traffic and really where your efforts are paying off 27. Section Intro Creating an International SEO Action Plan: As with any s CEO, you need to take action to see results. That's why here we're going to talk about how to begin taking action and how to start implementing your own unique international s CEO plan that will also take a look at how to track your efforts as well as how to perform international CEO when you don't understand the language. 28. Step By Step How to Implement International SEO: whatever I begin a new SDO project. I always like to have a bit of an action plan or at least a general checklist that I can use just to keep me on track and going through the steps that we need to take and I can use to help guide me as I go. And I really want to make sure that although you've been pouring in, all this is a nation will learn about what you need to do that you're going to be able to take what you've learned here and put it into action so you can begin using this information for the site that you are working on. So I want to learn through a general ashington because follow and then you can tweak it to meet the needs of your own side, as you can see. So this will give you an idea of the steps you'll need to take to complete international ASIO. Now, if you have a new site, you want of nature that you're setting up your tracking right away, even if this is just for your main site. If you don't have any of the international version set up, that's Okay, let's just start getting the data and let's start getting contracting Going now, If you do have a current site, I want to make sure that you are setting up tracking for each version of your site. So if you are targeting multiple languages or multiple countries, make sure that you have separate tracking set up, which we'll talk about in just a minute. Now if you do again, have this I already set up. You want to go into your analytics, you want to check the traffic, what traffic is actually coming in some other languages and some other countries. And then also take a look at the traffic sources and pages as well that are bringing in this traffic. Next, you want to look at where you currently are. That's the idea here in the beginning, just to get an idea of your status online in these other countries and languages. So you want to verify what your current range means are, go ahead and use one of the rank tracker tools and see what kind of rankings you already have. What keywords are working for you so you can use the ring tracker you can do this in Google Search Council, for instance, so there's different ways of going about things. Then you want to make the decision about which are the top countries that you want to target. And if you don't know which countries the target because you don't see traffic already coming in from different countries than you want to figure out which one is going to be the easiest for you to target. That is also in line with the goal. So earlier, we had looked at selecting countries that needs to be interested in your services or your products, but also speak the same language, so that would make it easy place to start. For instance, if you have existing traffic build on was already working what countries are already driving some traffic and how can you withstand that? Then you don't want to move on to. He would research. You kind of want to look for keywords that would drive a lot of benefits to your business forces. Other countries visited languages, so there's tools like Google keyword tool, for instance. But if you are using other search engines of the index A of the index keyword staff, I do index. And then you can also use some of the other general to ward tools over suggests, for example, and get ideas. They're a swell, so you want to look for low competition keywords. They can show their relevance, what you're doing and try to get the highest search bonding that you can. Based on the competitions. You just want to find a balance between low competition but enough search volume that it's going to be worth your time. And that brings me to the next point. At that point you need to determine is going after a specific language or specific country . Were the time worth the investment worth the money? It's not. Then you need to move on. There may be another language, another country, that you've been targets. So after all of that, you can go ahead and select the final country or countries and languages that you then on targeting. And then you need to strike a research process on national country because again, if you are not from that country, we were not very familiar with the culture there. The holidays, weather, the stones, everything you need to be, and you need to get up to date on that for you need to spend some time talking to natives from that country so that you can better understand. The country is going to just help me so much better work that's going to make sure that you have native support the Hassli that you can lean on to get confirmation again on those words. Here's optimization and also in your optimizing will content. And as with any SDO, you want to analyze your competition. If you are looking at the competition in France, look at who is ranking for your keyword in France and then look at why they are ranking there. So you want to do a little bit of analysis there you want to see what backgrounds they have . You want to see what on page optimization they turned, for example words are they targeting and that's gonna help give you a lot of good information Now that you've done love. Now you want to decide on your site structure? How are you going to set up your site using the country specific name that we talked about what you do using sub domains with subdirectories and then once you've made that decision you concur? Gate that site structure. You can start developing the content that you'll be using, but when you're doing this, please don't overwhelm yourself. Don't try to target four languages at the same point, start with one and then build on that. Get one working view wealth and then we want. It's very easy to overwhelm yourself, trying to target too much at the same time. Once you have your different versions set up within starting with work, you're just adding to what you already have existing. Make sure that the versions airlink things each other, if you will. Nice name. You set up people that usually they're that way. You know search engines are going to be able to index, the pages will be able to crawl them and you'll be ableto have those pages rank on search engines. Now you want to make sure that you are using the country and language tags that we talked about. That is something that is so commonly overlooked when it comes to international CEO, but it makes a big difference. You need to let search engines know who they're targeting. Those tags are your way of doing lines. Don't skip that step, and then you want to be promoting your consul getting back things, getting in front of some international communities online. If you're not sure where the start start where your competitors off. Remember, you just did that. International competitors or analysis start their use that information. Now, If you are Harding Google in the Google search, possible count nature of yours. Pacifying the targeted country that you're going after is, however, you are using that country specific domain. You don't awesome you to do this. So this is only if you're using international domaine dot com that night. That award, for instance. And then you would make sure if you haven't already set up the tracking for each versions of just Set up in Virgin Gorda rang bridge and country. Go ahead and make sure that you're setting into new version in your analytics program. You also want to do this in your Web master tools as well, and that's going to give you some additional information and then you're gonna want to track your rankings. You want to monitor your progress, and then, based on that information, you want to continue amazing improvement. So, just like with any SDO International SDO was going to being ongoing process and you'll want to continue working on this and you can continually expand your audience. And lastly, you have to continue promoting Justus, I mentioned. You need to continue promoting your site what content, and you need to stay involved with communities announced really hard. You're going to gain popularity. You're going to have traffic coming to your site annual since moved to boost your right beans as you continue to come out as well. So that's a bit of an action plan, but you take it step by step, start at the beginning, and don't worry about the next step into you've completed the one before. So if you have any questions about the substance you to take again, please don't hesitate. Glass. 29. Tracking Your International SEO Efforts: no eso work by their local national international should ever be done about tracking what you're doing. So that's the same here for national s you you need to be setting up analytics. It doesn't matter. What analytics program you use are several really good ones to choose from and you can choose one that really matches your budget matches your goals for the website. But the important thing here is that you get it set up. You need to be able to see the key words that your visitors air using what pages they go to , what languages? They are looking at the site with what countries they're coming from and hopefully you are setting up specific goals that you are tracking within your analytics. That way, your analytics, I can tell you how well the site is converting, and then you can also segment your analytics further, which means that you will be able to see which traffic sources are converting the best which languages, countries etcetera are converting the best for you. So this really tells you what is working well for your site. What's not working well and can also help you to firing. What work you should be doing. And what work really isn't making enough of a difference. So in addition to analytics who also want to set up your profile in your Google search Consul account or, of course, the search engine that you're targeting. But if you have different versions for different countries, different languages make sure that you are setting up a unique profile for each one of those. Now in your analytics, you're also gonna want to do the same that you need to track any sub domains or subdirectories separately so that you can see the act activity one. So that way you'll be able to analyze each version independently. And that helps the data not be students, so that you make wrong decisions based on too much data for the whole entire site. So it's very helpful to be able to see them individually. Now, in addition to attracting analytics, tracking the remains for each and tracking the versions that you have on your site, you should also be tracking your rankings. You want to know how are you ranking in different search engines, the different search engines that you were targeting? So there are several different tools that you can use, and you just want to make sure that you are regularly checking on how you are improving in search engines. So you just want to make sure that you are continually monitoring where you are ranking and search engines and seeing where you can continue to put more effort so that you will bring to even higher for some specific keywords that will really help you bring ins and targeted traffic. So I use ECM Russia for that with a lot of international site and one of my other favorite one that is a lot is hard of the SDO power speed bundle. The bundle as a whole. I use a lot because it supports so many different countries and you can even get reports in different languages. So if you need to provide reports to clients and this is very helpful as well. But the issue of power Speed Bundle has a rank tracker tool, and you can use that to check out your rankings in the different countries for different keywords. And both ECM Russia Industrial power sweet have both free and a premium version. But no matter what will you decide to use, Whichever one you feel works best for you, just make sure that you are attracting your rank 30. How to Perform International SEO When You Don't Understand The Language: international s CEO can be a bit more of a challenge if you don't already speak the language that the site is using. But it's still possible for you to be able to complete SDO task even if you don't understand the language Now, it's gonna be easier for you to do that if the language that you see speak is at least in the same family as a language that you're working with. So, for example, if you speak Spanish and the site that you are working with is in Portuguese, for example is going to be easier for you to work with, this has its the same character set. Some of the words are similar and may be able to get the gist of what the text is about. But obviously it's gonna be much, much harder when you're working in languages with completely different characters or completely different families. So, for instance, Spanish two German is going to be much harder to dio. So if this is the case, if you are dealing with sites where you don't speak the language, you want to make sure that you were always getting in sight from the owner from the site owner from the Web master or the developer who does speak that language, that they are native speaker, and you wanna first get an idea of why the site is set up currently. The way it is went into the things in behind that. So you have a good idea of what is already set up. And then as you move forward, you want to continue to get insight from them. It's see back on what you were doing. So the key here is to make sure that you have native language support as you go. So this does not mean that something you to work over your shoulder the entire time. You can still do your job, but then, before you implement everything really needs, make sure that you have some sort of native language support. So if that is somebody who already has some knowledge or some background, and that marketing, that's extremely helpful. But that's not required. But you do need is someone who is a native speaker who can confirm the words that you're using the placement and making sure that everything you're doing is correct. You really don't want to make this stay with your arm page optimization, your keywords selection, for example. So here you really just want to get confirmation on your keyword selection when you are going through and optimizing their content and your including the main keywords as well a. Some of the supporting keywords and also you're on page optimization. So that is really just gonna give you confirmation that what you're doing this correct so that you know you're going to be bringing in the right traffic for the right keywords. Now you can always use auto translators to get a general idea of what the site is saying. You just don't want to rely on that. Always ask for confirmation, and you just don't want toe rely on that so that don't mess up the whole process by making an assumption. So there's also a chrome extension called Translation Bar. Or you could even use Google translate, and that's a good way just to get some good idea of what is being said. But again, that's when I always like to go back to business owner and confirmed that the work I'm doing is going to help lead towards the same goals that they're working on Now you can also open up Google analytics. You can go into the search console account for the site. Take a look at what visitors are already searching for. What Q words are they using the pages? Are they paying attention to just like you would with any SQL process? But especially if you're dealing with other languages, you'll see what visitors are thinking in terms of other keywords. No one other step that I like to take is to keep a list of translations handy. So, for instance, if I'm here with products, I might use the product image so that I can reference it very quickly. I can spot where the product is on my list, and I can include service images that that helps. And then next to each one, just the translations at each the page, the your out, the name keyword, for example. And that way I have that list. India could print it out, put it next to my computer, and that way I can always resort back to it and making sure that have stayed on track with using across keywords that correct spelling. And so one so working on internationalist Yeo for sites that have a different language. It can certainly be done. It's just going to require you have a little bit more communication with your client just to get the confirmation on your job of what you're doing. And always, you just want to make sure all the keywords and the content or in line with the businesses goals as you would with local or national s CEO. 31. Quick Tip How to Search From Any Location: search engines like to deliver personalized results. So if you are working on the site that is in another country from where you are currently located, you may see different results than someone who is in that same country. So one way to get around that so that you can work with a site in another country, is to use this site. I search from dot com, and here what you can do is you can go in and you can put in the country that you want to search from wherever the site is located. So if that's the Netherlands, for example, you could type that in That comes up. You want to type in Germany here, that will come up. So any country that you want, you can simply select the country. And then here you can put in the language that you want to search from. If you want to specify so again, you can put in English. You can put in French, you can put in German whatever language you want, and you can even select a device if you want to. And then you put the keyword here in the language that you're targeting and click search, and that is going to bring up the results from that country or that language specifically now down the bottom. They have some more options here. So, for instance, if you want to put in a specific city, which can be good if you're working with a local business in a specific city in a specific country, and if you want to only find pages from the specified country or the language, you can do that as well. And you have a few other options here that you can use. You can even select the specific Google domain, and then you can do your search and you'll be able to see the same results of someone in another country. 32. International SEO Course Wrap Up: So you've made it through the whole course. I really hope that you have gained a much better understanding of the international s you'll process and what it takes to rank your website for different countries and different languages. Please don't forget that I am here as a guide. I'm here to help you do that. You can ask questions at any time and you can always return here toe Ask questions as you continue to implement your own S CEO plan. So I really look forward to hearing from you soon.