Learn how to grow traffic and conversions internationally with an easy guide to choosing the right keywords to target. It is more important than ever to pick the right keywords when doing International SEO, so make sure you are on the right track by following the steps in these slides. Presented at Pubcon New Orleans 2014

1. 5 Steps to DOMINATE
International SEO
Without Learning Another
Language
Eli Schwartz
Online Marketing Manager
SurveyMonkey
Pubcon New Orleans 2014

2. SEO @ SurveyMonkey

3. Own Your Destiny

4. Keywords Matter THE MOST

5. Non-English Search is Weaker than English
More Spanish speakers worldwide than English*
*http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers

6. 2nd Page of Results for Competitive Terms
Google.com (English) Google.es (Spanish)

7. Must Use Correct Keywords to Rank

8. Non-English Spelling Correction is Weaker
In French a
misspelling brings up
different results

9. Make Sure Your Translations Make Sense

10. Double Check Translation Work

11. Keywords Need to Be Culturally Relevant

12. Let’s Learn Keyword Research

13. Keyword Tools are NOT the Starting Point
In English, you might just go to Adwords Keyword Tool and call it a day
Just blindly trusting search volume will NOT work

14. Understand Keyword Weakness
None of these are
relevant to
SurveyMonkey’s
Business

15. Learn just one word…
Put your primary keyword into Google Translate

16. Search Translation Alternatives Too
Some of these might be the
better keyword

17. Add Keyword Modifiers
Adding a modifier gives Google Translate context around the word

18. Start Googling
Search the just discovered keyword in your target language AND country
Google can help even in non-Google dominant languages

19. Search All Translations To Get Right Word
Not all translations will be relevant to your business

20. Some Translations Are Very INCORRECT
Google’s suggested translation was a
XXX term

21. Look at Number of Results
Only 51 results

22. Two Tabbed Searching: Translate vs Original
Use Chrome’s translation tool

23. Add Search Competitors to Spreadsheet
Using your
first
keyword, find
competitive
sites

24. View Search Competitors in Two Tabs
English Translation via
Chrome
Spanish Original
• View each site to find new keywords
• Look at the English to find important keywords
• Compare words to original and add translated word to spreadsheet

25. Google Suggest Will Show New Keywords
Spanish English Translation
Can also use a tool like UberSuggest

26. Look Up Search Volume of Keyword List
Paste in all
keywords you
discovered

27. Pluralize Keywords
• Not every language has a plural
• Don’t forget non-s plurals
(Alumnus  alumni)
• Search volume of plurals could be greater than
singular
• A greater search volume for the plural version of
one word does not have bearing on other words
• Singularize plural keywords from original list

28. Translate Keywords in Your Favorite Tool
Translations just help you to communicate to other team members

29. Buddy Up With a Native

30. Dedupe the List and Make it Actionable

31. Some International Keyword Tools

32. 5 Steps to Dominate Your International SEO
1. If you aren’t doing
international keyword
research: START
2. Do the work yourself
3. Find a native or rent
one
4. Localize content
5. Once you are
done, start all over
again

33. Thank you!
Eli Schwartz, SurveyMonkey
eli@surveymonkey.com
@5le @surveymonkey