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40+ Tools to Advance Your International SEO Process

40+ Tools to Advance Your International SEO Process


40+ Tools to Advance Your International SEO Process

Posted: 21 Aug 2013 07:28 PM PDT

Posted by Aleyda

One of the most frequent questions I get is about the tools that I use for international SEO, and although I included most of them in my international SEO presentation at MozCon, since I didn't had the time to focus on them, I would like to share how I use them to support my international SEO activities.

There are tools to support every part of your journey, including identifying the potential, targeting an international audience, optimizing and promoting the websites, earning international popularity, and measuring and achieving benefit with the international SEO process. Let's get started!

Identify

Your initial international search status

Identify your initial international search visibility, from the volume and trends of queries to pages' impressions, clicks, and the CTR you get per country. Use the "Search Queries" report in Google Webmaster Tools and filter by location.

Google Webmaster Tools

In the Google Analytics "Demographics" report, check your current visits, conversions, conversion rate volume, and trends coming from different countries and languages, along the traffic sources, keywords, and pages used.

Google Analytics

Your international search potential

Beyond researching the search volume for relevant keywords in the language and country that you want to target (using the keyword tool of the most popular search engine in the relevant country), you can also use tools like SEMrush and SearchMetrics â€" which support many countries â€" to identify your current market activity and competitors.

To find out which search engine is the most popular in your target country, you can use StatCounter or Alexa, and then use their keyword tools to verify the specific search volume. It would most likely be Google Keyword Planner for the western world that mostly uses Google, Yandex Keyword Statistics for Russia, and Baidu Index for China.

SearchMetrics and SEMrush

Your international keyword ideas

Identify additional keyword ideas with Ubersuggest (where you can choose between many different languages and countries) and the Suggestion Keyword Finder tool.

Ubersuggest and SEOchat Suggestion Keyword Finder

Why I don't recommend Google's Global Market Finder

I'm also frequently asked why I don't recommend (or recommend, but only very carefully) Google's Global Market Finder in my International SEO advice, and here's the reason: It's frequently inaccurate with the translations and term localization, and can easily lead to confusion and misunderstandings.

The tool has an "important note" below the results:

"...since the translations are created using Google Translate, they are not always perfect so be sure to confirm that the terms you're selecting are accurate..."

Even so, people usually assume that since it's a Google tool the results should be okay. In some cases, though, when you're not a native speaker of a language, it's very hard to know for sure when it's right or not.

Because of this, the tool is useless most of the time, since it only adds additional complexity to the process. In the end, you'll need native support anyway, as well as validation with other keyword tools for more accurate keyword ideas and their search volume.

For example, let's say I'm from an American company looking for the potential search volume in Mexico related to "apartments" and "rent apartments":

Google Global Market Finder

The tool suggests "pisos", "alquiler apartamentos", and "alquilar apartamentos". These results have the following issues:

  • The term "pisos" in Mexico is not used as a translation of "apartments," but instead is what the "floor" is called. It is in Spain where apartments are called "pisos."
  • "Alquiler apartamentos" is "apartment rentals," and "alquilar apartamentos" is "rent apartaments," but while these terms are popular in Spain (and some other countries), they are not in Mexico. In Mexico, for "Alquiler apartamentos" it would be "Renta departamentos," and "Alquilar apartamentos" would instead be "Rentar departamentos."

You can see how if you search for these Global Market Finder-suggested terms in Google's own keyword research tool, their local search volume is very low compared to the ones I mention, which are the correct ones to use in this situation:

Rentar Departamentos / Alquilar Apartamentos Keyword research

Additionally, the term "Alquiler apartamentos" is not grammatically correct, since it needs a "de" preposition. It should be "Alquiler de apartamentos" (literally meaning "Rent of apartments" in Spanish). Although it's true this can also happen with any keyword research tool, in this case it adds even more confusion to the process. As I mentioned before, you will end-up requiring native support to be accurate anyway.

Target

Your international audience profile

Understand your target international audience's demographic characteristics and online buying preferences not only by researching with studies like the Comscore Data Mine, but by browsing the TNS Digital Life and Google's Consumer Barometer sites. These sites let you select and interact with their data for almost every industry, country, and demographic characteristic.

TNS Research and Consumer Barometer

Your international industry's behavior and characteristics

Identify your competitors in the international market, including their characteristics and trends, by researching with Alexa, Rnkrnk, Google's Display Network Research, and SimilarWeb.

You should understand which are their most popular products and content, their unique selling proposition, their weaknesses and strengths, which marketing activities they're already developing, and a little about their online communities.

SimilarWeb Tool

Optimize

Your hreflang annotations

Make sure to include the correct hreflang annotations on the different versions of your international pages, indicating the language and country targeting of each page, following the ISO639-1 format for the language attribute and ISO 3166-1 Alpha 2 for the country attribute.

You can use the DejanSEO hreflang validator to check the usage on a specific page, or Rob Hammond's SEO Crawler to quickly verify if all the pages are correctly featuring the notation. If you need to validate more than the 250 internal pages allowed, you can use the filters in Screaming Frog to specifically identify those pages which contain (or don't contain) the desired hreflang tags.

hreflang Tools

Your country-targeted website's geolocation

If you're country targeting and using a top-level domain, you can geolocate it using Google, Bing, and Yandex Webmaster Tools' geolocation features.

Nonetheless, the best way to geolocate a domain is by using the relevant ccTLD for each country. Take a look at IANA's database with each country code registry operator that usually allows domains to be purchased on their sites, or feature those approved domain registrars in each country.

Additionally, although it doesn't play as important a role as before, take a look at the example below. Minube, one of the most important travel communities in Spain, is hosted in Germany. If you can have a local IP for your website without much effort, that could be beneficial. You can check any website IP by using the FlagFox extension for Firefox or the Flag for Chrome extension.

Identify IP Tool

Your international web content

It's important that you develop attractive and optimized content for your international target audience that not only includes the desired keywords, but is interesting, serves to connect with your visitors, and helps you achieve your international website goals.

For this, it's fundamental that you have native support. If it's difficult for you to find that, check out online translator communities such as ProZ.

In order to validate your content, you might want to use professional translation software (more reliable than Google Translate) that also integrates with Office for example, making it easier to use. PROMT is one good example.

If at some specific point in the process (hopefully not for long) you don't have direct access to a native language speaker, or you just want to double-check something specifically, you should take a look at the WordReference forum. There's an amazing number of threads around phrases and translations for many languages.

On a day-to-day basis, you should also keep updated with the international trends and hot topics in order to identify new content for the website. For this, you can use Google Trends (take a look at the Hot Searches per country); Twitterfall, which lets you to easily follow up with a specific topic and has geotargeting features; and Talkwalker, a tool that supports many languages and easily generates alerts via email or RSS.

International Alerts and Trends

Promote

Your international popularity analysis

To research and understand your international competitors' link-building strategies, sources, and the popularity gap you have with them, you can use the same link- and social-analysis tools you likely already have, like Open Site Explorer, MajesticSEO, LinkRisk, and SocialCrawlytics.

Nonetheless, in this case, you should pay extra attention to the international audience's preferences, beyond link quality, volume, trends, sources, and types. Look at the social activity and profile, the most linked and shared content, the seasonality, the terms used and sites shared, the local industry influencers, and the favorite types of content, topics, and formats.

International Link Analysis

Your international link-building

Promote your international website assets by leveraging relevant local sites, understanding cultural factors, building relationships with local influencers and media, and identifying what works best in each country to scale and track the response to each international version.

For international prospecting you can use Link Prospector, FollowerWonk, and Topsy, and then follow up and manage your links with BuzzStream.

International Link Building

Measure

Your international search visibility

To easily verify how your international search audience sees your site ranking in their search results, you can use I Search From or Search Latte to quickly get the desired country and language's results.

Nonetheless, to make sure you're really seeing what your audience from other locations is seeing, it's best to do so with a local IP by using a proxy service. This will also let you verify your website from the desired international location and check to see if there's any types of settings for them, like a redirect, for example.

For this, you can use a free proxy browser add-on, like the ones from FoxyProxy, along any of HMA's Public Proxy list. If you want to have more reliable service, better speed, and select between many IPs, you also have paid ones, such as Hide My Ass or Trusted Proxies.

Geolocation tools

Your international search results

Measure each of your International web versions independently, from the rankings for each relevant country and language to the visits and conversions. Remember to pay extra attention to the currency settings, cross-domain tracking, and the country and language traffic alignment.

For each of the international versions, segment and analyze the rankings, visits, conversions, average conversion value and rate, the used keywords, pages, sources of traffic per languages, location, and devices.

For your search rankings, you can use web-based tools like Moz Rank Tracker, SEscout, and Authority Labs, which support international search engines, or use desktop applications such as Advanced Web Rankings, along with a proxy service to avoid being blocked. For quick revisions you can use free browser extensions such as Rank Checker for Firefox and SEO SERP for Chrome.

For the site behavior with the search engines, it is important that you also follow up with Google Webmaster Tools (or the Webmaster Tools of the relevant international search engine) along with Google Analytics, from a traffic and conversion analysis perspective. That will let you to continuously follow-up with your International SEO results, and allow you to make the appropriate decisions.

International Search Rankings

Benefit

Your international SEO ROI

Calculate what's required in order to achieve your conversion goals and a high ROI in your international SEO process while taking the SEO process costs into consideration. You can use the International SEO ROI calculator to facilitate this activity.

International SEO ROI Calculator

Always use your brain

Last but not least, let's not forget that despite all the help that these tools might give you the most important tool you have is your own brain.

Unfortunately I've seen how we forget sometimes about turning on an "autopilot," missing great opportunities (or even making mistakes) as a consequence.

Tools are not meant to replace you, but to support you, so do your own analysis, test everything and validate frequently, using your brain.

Tools are meant to help not to distress. Never stop using your brain, is the most important tool.


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White House Office Hours: College Affordability

Here's What's Happening Here at the White House
 
 
 
 
 
 
  Featured 

White House Office Hours: College Affordability 

Today, President Obama is on the road to talk about an ambitious new agenda make college more affordable, tackle rising costs, and improve value for students and their families. Back at the White House, senior staff will be on hand to answer your questions on Twitter.

Have questions about the President's plan? Join us today at 1 p.m. ET for a session of White House Office Hours with Deputy Communications Director Katie Beirne-Fallon and Deputy Director of the Domestic Policy Council James Kvaal.

Click here and find out how to join the chat at 1 p.m. today.

Join us today!

President Barack Obama delivers remarks on interest rates on student loans at the University of Colorado Coors Event Center in Boulder, Colo., April 24, 2012. (Official White House Photo by Chuck Kennedy)

 
 
  Top Stories

The Affordable Care Act and Expanding Mental Health Coverage

Last June, the President hosted the National Conference on Mental Health to talk about how we can raise awareness of mental health issues and make it easier for Americans of all ages to reach out and get help. Thanks to the the Affordable Care Act, health care will be more accessible and affordable for American families.

READ MORE

What the Affordable Care Act Means to Communities of Color 

Deputy Assistant Secretary of Minority Health Dr. J. Nadine Garcia tells a story of how the Affordable Care Act is improving health and strengthening communities--especially communities of color that have long faced disparities in health and healthcare.

READ MORE

We the (Immigrant) Geeks: Making the U.S. a Geek Magnet 

Join us tomorrow at 12:00 pm EDT for a “We the (Immigrant) Geeks” Google+ Hangout on “Making the U.S. a Geek Magnet” -- where you can meet extraordinary immigrant pioneers with backgrounds in science, technology, engineering, and math (STEM), who have made amazing discoveries, developed new inventions, founded high-growth companies, and conducted remarkable research.

READ MORE

 
 
  Today's Schedule

9:00 AM: The President departs the White House en route Joint Base Andrews 

9:15 AM: The President departs Joint Base Andrews

10:20 AM: The President arrives Buffalo, New York 

11:05 AM: The President delivers remarks at the University at Buffalo WATCH LIVE

5:55 PM: The President delivers remarks at Henniger High School WATCH LIVE

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Seth's Blog : 120 seconds (shipping vs. rushing)

 

120 seconds (shipping vs. rushing)

If you have a ten-mile commute to work, the difference between pushing yourself to drive 40 miles an hour and driving safely at 35 works out to about two minutes. In the first scenario, you're running yellow lights, passing bicyclists and rolling stop signs. In the second, you're not only dramatically safer, but you're also breathing.

Decades ago, when I had a Saab, I used to drive fast (95 mph fast) on trips home to Buffalo. The highway is straight and designed for speed, but it was an incredibly stupid, selfish and dangerous thing to do. The upside was that I ended my trip from Boston an hour or two faster than I would have otherwise. Of course, then I'd sit, nearly in a stupor, for at least two hours until the world was moving slowly enough for me to engage again.

The problem with setting the standard at super-fast, up to 11, is that you can't sustain it. You've extracted all the slack and safety out of the system and gotten very little in return.

Of course, this isn't true if you're actually in a race, if responding to the RFP first or getting around the track a nanosecond faster is actually the point. But for most of us, most of the time, it's not actually a race.

The other extreme is the one I rant about often, the extreme of not shipping, of going slowly because you're afraid, of stalling as a way of avoiding the fear of feedback and the need for vulnerability. That clearly doesn't work either.

Yes, ship. Do it with flair and guts and grace. But take two more minutes before you do, because slack pays dividends.

       

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