"Entering New Digital Markets - Localization" Presentation from SearchStars - Swedens largest search marketing conference.

1. LOCALIZATION
ENTERING NEW DIGITAL MARKETS

2. NEIL PATEL
▸ Founder of Crazy Egg, Kissmetrics,
Hello Bar, Ubersuggest 2.0,
Subscribers
▸ Top digital consultant
▸ Angel investor
▸ Neil was already a big name in
early 2016 when he decided to
test new markets.
▸ So why did he decide to expand?

3. GOING GLOBAL
▸ Less competition
▸ With new markets, you will find less saturation in the SERPs.
This is especially true when you leave the English language.
▸ Bigger audience
▸ Population of Sweden (9.9M) vs. Brazil (208M)
▸ Global branding
▸ Brand queries and trends increase rankings across the board

4. NEIL’S TRAFFIC IN 2015:

5. NEIL’S TRAFFIC IN 2016:

6. NEIL’S TRAFFIC IN 2017:

7. NEIL’S TRAFFIC IN 2018:

8. PUTTING THINGS INTO PERSPECTIVE:

9. THE IMPORTANCE OF CREATING NEW CONTENT
Neil’s second-most popular
article in 2018 on the
Brazilian version of his blog
was an article that only exists
in Brazil.
Don’t translate for the sake
of translating as much
content as possible.
Translate what will matter
in the new market or, more
importantly, create content
specifically for the new
market.

10. FOCUS ON BUILDING ORGANIC TRAFFIC: THINK LONG-TERM!

11. WE ALL KNOW SEO AND CONTENT
ARE IMPORTANT, SO WHAT ELSE
MATTERS WHEN ENTERING A NEW
MARKET?

12. BRANDING AND
SEARCH QUERIES

13. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO
▸ Step 1: Contributing Author (don’t say guest posting!)

15. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO
▸ Step 2: Pitching Stories

17. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO
▸ Step 3: Interviews with influencers

18. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO
▸ Step 4: Speak at local events

19. HOW TO MAKE A SPLASH IN NEW MARKETS: OFF-SITE SEO
▸ Step 5: Brand Queries (You want to TREND)

20. GOOGLE TRENDS
▸ Brazil after Instagram campaign:

21. THE BASICS AND MUSTS OF AN EARLY EXPANSION
▸ Create local version of site (sub-domain/sub-folder) using
the Polylang Pro plugin
▸ Build a small, specialized local team with experience in
SEO and the ability to organize the translation/localization
process
▸ Focus on keyword analysis and competitor research in
your new space

22. BUILDING A LOCAL TEAM
▸ You don’t need an office or a lot of people
▸ To start, you will need:
▸ One native speaker with translation experience
▸ One native speaker with SEO and content experience
▸ One person to do outreach for PR
▸ One project manager
▸ Speed and team size depends on each business and their goals

23. BEYOND ONE MARKET
▸ Focus on one new market first.
▸ You will see that most of the strategies that succeed in one market can be implemented in the
next.
▸ It’s important to make sure the process is streamlined and efficient with one market before
entering a second or third.
▸ You must build a local team in each market or you won’t have as much success. This was
arguably the most important lesson with Neil’s global expansion.
▸ Plan on making a lot of mistakes (but don’t make them twice!).
▸ Don’t get too greedy. Dominating ONE NEW market is way better than being mediocre in four.
▸ Be patient. While SEO is “universal,” each new market will present its own unique challenges
and a simple solution from one market might not transfer.
▸ Treat each market as a new project/business with its own team.

24. GRANT@NEILPATEL.COM
IF YOU HAVE ANY QUESTIONS ABOUT
GOING GLOBAL, GET IN TOUCH:

25. TAK! OBRIGADO!
THANKS!