What’s the official language of the United States? It’s a trick question… there isn't an official one. Data from the 2015 US Census puts English in first place with Spanish second (up 200% to over 37 million native speakers since the last census). So even for the home US market, you’ll have linguistic considerations. There are over 3 billion people online (40% of the world population, up from 1% in 1995). And it’s no surprise that the growth is coming from developing economies. This list shows the top ten countries currently online (screenshot from http://www.internetlivestats.com/internet-users/).

1. GAJAH ANNUAL REPORT 2015 | 1
The Need for
Multilingual SEO
Richard Brooks
K International
2:00pm-2:45pm Friday, October 2, 2015
Information Development World 2015
SAN JOSE HILTON DOUBLETREE HOTEL

2. GAJAH ANNUAL REPORT 2015 | 2
DOWNLOAD
THIS SLIDEDECK
http://tinyurl.com/MLSEOIDW

3. HELLORichard Brooks. CEO K International
@RichardMBrooks
+441908557900
Richard.Brooks@K-International.com
www.k-international.com

4. “oh… what languages
do you speak”

5. I leave the
translation to the
clever people.

6. “so… you use robots to
do the translation?”

7. C3PO doesn’t actually exist
I am fluent in over six
million forms of
communication
I’m being sarcastic…

8. “so… why can’t you just
Google translate it?”

9. http://www.k-international.com/blog/google-translate/

11. THE NEED FOR ML SEO
CHAPTER 1

12. Notice the time it
took to shift to the
west and time it will
take to shift back to
the east (actually at a
speed of 140
kilometres a year, the
fastest in history).

13. To download click here

15. PAGE 72

18. Each colour represents a billion people

19. More people live inside the circle than outside of it

20. If everyone lived as densely as they do in Mumbai…
… We’d all fit in Germany

21. • High growth economies in the digital age imply they won’t go
through the same growth curve as we did… it’ll be faster.
• Technology, even innovation can be replicated.
• Population size will become more important.
• Developing economies will demand services faster than products.
• Services such as; healthcare, financial, leisure, education will be
imported in.
• Talent will be drawn to the new economies.
• Governance needs to improve quickly in the developing economies.
What will these economies need?

22. “If I’m selling to you, I speak
your language.
If I’m buying, dann müssen Sie
Deutsch sprechen!”
Willy Brandt
Former Chancellor of Germany

23. “If I’m selling to you, I speak
your language.
If I’m buying, then you need to
speak German!”
Willy Brandt
Former Chancellor of Germany

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What does this have
to do with SEO?

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40% of the world population has an internet
connection today. From almost nothing in
the early 90s the number of internet users
increased tenfold from 1999 to 2013.

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There are now approx 3.2 billion people
online now (which is about the same as
the world population in 1962).
Love, love
me do

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The internet has made real what in the
1970's that visionary of the
communications Marshall McLuhan (1911-
1980) called the "Global Village".

29. THE NEED FOR MULTILINGUAL SEO | 29 Source: Internet Live Stats (www.InternetLiveStats.com)
#1
CHINA
641M
4% growth
#2
USA
279M
7% growth
#3
INDIA
243M
14% growth
#4
JAPAN
109M
8% growth
#5
BRAZIL
107M
7% growth

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More information is
here…
http://www.internetlive
stats.com/internet-
users-by-country/

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Do your own research:
http://www.alexa.com/topsites/countries

32. THE NEED FOR MULTILINGUAL SEO | 32Source: U.S. Census Bureau, 2009 American Community Survey, C16005, “Nativity by Language Spoken at Home by Ability to Speak English for the Population 5 Years and Over,” , accessed January 2011.
55% of the
population of
San Jose over
5 years old
speak a
language other
than English at
home.

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All SEO is
Multilingual SEO

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Sounds easy… just
have to localize our
SEO strategies

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Almost…

36. ML SEO STRATEGIES
CHAPTER 2

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K-international.com
Top ten cities
1. London
2. New Delhi
3. Sydney
4. New York
5. Melbourne
6. Samara
7. Brisbane
8. Moscow
9. Dublin
10.Singapore
Ignore this
Identify opportunity

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International Keywords

39. THE NEED FOR MULTILINGUAL SEO | 39
English, who
needs that?
I'm never going to
England!

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Number of
conversions
for break
even
Cost of international web project
Average conversion value=
Number of
visits for
break even
Number of conversions for break even
Average conversion value=
Work this out for each region
More ROI calcs at: http://www.optimizesmart.com/category/roi/
If you can’t get the
numbers to work it
might just too early.
Do consider buying
the ccTLDs (blocks
competition).

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Track Competitors & Landscape
PEST
5 Forces
RBV/VRIN
Strategy Canvas
Business Model Canvas
Alexa/Ahrefs

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Look for
international
keywords with a
high payout and
low competition.

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Put all the webpages in their
own structure. Make sure they
are all indexable in their own
right.
Don’t use cookies or scripts.
"Om nom nom nom"

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ccTLDs, Subdomains or Subdirectories?
Domains
ccTLDs
www.domain.fr
Subdomains
fr.domain.com
Subdirectories
www.domain.com/fr

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What should I translate?

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And it needs to be driven by your international keyword research.

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HREFLang

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When websites serve users from around the
world with content translated or targeted to
users in a certain regions Google uses
the rel="alternate" hreflang="x" attributes to
serve the correct language or regional URL in
the Search results.
explains it as…

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You can tell Google (and Yandex)
which version of your website to
display in the search engine results
for each region.

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Hreflang Tag Generator
http://www.internationalseomap.com/hreflang-tags-generator/

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Tell the search engines

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Use Structure

54. MARKETING YOUR SITE
CHAPTER 3

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To make a good
international
marketing campaign
great talk to your
audience in their own
language.

56. THE NEED FOR MULTILINGUAL SEO | 56
Find Influencers
Here’s some tools to help. All have language/region
support…
https://moz.com/followerwonk/
http://topsy.com/
http://simplymeasured.com/
https://www.google.com/trends/
Create cool stuff they’ll love, talk to them in their own
language, create a community, measure what works,
improve, rinse and repeat.

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Build Links
Here’s some tools to help. All have language/region
support…
www.buzzstream.com/
https://www.google.co.uk/alerts
http://cognitiveseo.com/
http://linkprospector.citationlabs.com/
Make yourself the same then different. Look at who
and why people link to your competitors. Not all links
are equal.

58. THE NEED FOR MULTILINGUAL SEO | 58
Measure Everything
Here’s some tools to help. All have language/region
support…
https://www.awrcloud.com
https://ahrefs.com (new feature… not used on a client project yet)
http://www.semrush.com/
Every day. Look at the SERPs. Look what works. Give
feedback to content creation/loc teams.

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60. THE NEED FOR MULTILINGUAL SEO | 60

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Analytics
Others are available (for the paranoid)
Whatever your choice, install it early and monitor everyday.

62. Richard Brooks
uk.linkedin.com/in/richardbrooks
twitter.com/@RichardMBrooks
plus.google.com/+RichardBrooks_L10N
0044 1908 557900
Richard.Brooks@k-international.com
www.k-international.com