An introduction to International SEO for #ConfluenceCon in Oklahoma City. Includes an introduction to hreflang, as well as how to get started with a multilingual website and handling the translation and transcreation of a website.

4. SPEAKING ENGAGMENTS

5. OUR CLIENTS

6. WHAT WE DO

7. WHAT WE DO
Spanish SEO

8. WHAT WE DO
Link BuildingSpanish SEO

9. WHAT WE DO
Link Building TranscreationSpanish SEO

12. Why Should I Care?

14. INTERNET WORLD USERS BY LANGUAGE

15. Spanish is the 3rd most
spoken language in the world
Us Spanish speakers would
be 13th largest economy in
the world.

16. The average Latin American
internet user will generate
two times more traffic per
month in 2020 than in 2015.
Cisco's Visual Networking Index,
June 8, 2016

17. THE 10 MOST POPULAR LANGUAGES IN THE
US

18. WHAT IF I SAID YOU COULD
INCREASE SALES BY 10%?

19. Hispanic or Latino
Not Hispanic or Latino
ALMOST 1/10th of OKLAHOMA IS HISPANIC

21. 1 out of every 4 babies born in
the United States is Hispanic
(25%).1
Nearly 1 in 5 Americans will be
Hispanic by 2020 (19%).1
Every 30 seconds, a Hispanic
turns 18.2
By 2020, Hispanics will account
for more than 50% of the total
U.S. population growth.1
1. Census 2014 National Population Projections 2. Pew Research Center as quoted in “Every 30 Seconds, a Latino Reaches Voting Age”, The Atlantic, 8/26/15.

22. 77% of Hispanics feel
underserved and
wished brands
reached out more
versus 43% of non-
Hispanics
The Curve Report by NBCUniversal

23. Spanish speakers
Spanish
official language

24. Technical SEO

25. SO EXCITING!

26. LANGUAGE REGION OR COUNTRY
Subdomain
es.site.com
Subfolder
site.com/es/
ccTLD
site.es
site.mx
site.ar
site.ve

27. SUBDOMAIN

28. SUBDOMAIN
Good for promoting
a specific product or
service
You don’t get
SEO benefit
PRO CON

29. CCTLD

30. CcTLDs
Good for
a physical
business
No SEO
benefit
PRO CON

31. SUBFOLDER

32. SUBFOLDER
You get all SEO
benefits
You have to take additional
security measures if you
share information with third
party hostings.
PRO CON

33. HREFLANG
Is for countries and/or language
<link rel="alternate“ href="http://example.com/en-ca"
hreflang="en-US" />
<link rel="alternate" href="http://example.com/en-ca"
hreflang="es-US" />

34. http://alturainteractive.com/tools/hreflang/generador.php

36. HREFLANG

37. Use the language codes
As designated in ISO 639-1 format

38. HREFLANG

39. Hreflang can be applied within the
On page code as well as through the sitemap

40. http://searchwilderness.com/hreflang-sitemaps-python/
@fighto
YOU CAN APPLY HREFLANG FROM THE SITE
MAP

41. Localization

43. Translation
Express the sense of words or
text in another language.
– Oxford Dictionaries
Transcreation
Process of adapting a message
from one language to another,
while maintaining its intent, style,
tone and context.
-Wikipedia

44. MACHINE TRANSLATION
PRO CON
Cheaper Will need a lot of
editing, it may not
be cost effective

46. FREELANCER
PRO CON
Flexible and cheap Quality will be
inconsistent

47. LO BARATO SALE CARO

48. MARKETING AGENCY
PRO CON
International marketing
agencies can transcreate
and localize
SEO and UX are prioritized
Price
Marketers know
how to sell,
translators don’t.

49. Facebook Ads are great, but please do it right

51. WRONG!
Spanish Ad + English Site = Bad UX

53. WRONG!
“When the customer is confused, the answer
is always NO” - @ajkohn

58. Link Building

60. LINK RECLAMATION
Check your
backlinks
Identify Spanish
speaking pages
Reach them

61. CHECK YOUR BACKLINKS

62. IDENTIFY SPANISH SPEAKING PAGES

63. CONTENT PLACEMENT
Identify
opportunities
Outreach

64. IDENTIFY OPPORTUNITIES

65. OUTREACH

66. LINK BAIT

67. Social Media

68. “About eight-in-ten Latino, black and
white adults who are online use at least
one of five social media sites –
Facebook, Instagram, Pinterest, LinkedIn
and Twitter. Among these, Facebook
stands out as the most widely used
platform, regardless of race or ethnicity:
About seven-in-ten adult internet users
(71%) say they use the site.”
- Pew Research Center