Enterprise international expansion — Sebastien Edgar // Square

Global SEO Lead at Square, Sebastien Edgar, looks into some of the operational tactics for international enterprise expansion. When it comes to market expansion, SEOs have to do their homework. What pages should be translated from your website for the new site? Which pages shouldn’t make the cut? Today, Sebastien tackles making market expansion a reality.
About the speaker

Sebastien Edgar

Square

- Square

Square helps millions of sellers run their business-from secure credit card processing to point of sale solutions.

Show Notes

  • 01:41
    Making market expansion a reality
    An internal localization team makes expansion easier. Thats because they would have already been responsible for localizing and creating pages in these markets.
  • 02:44
    Who is involved in expansion
    The ideal expansion consists of a localization team, product teams, and technical resources.
  • 05:36
    Expansion with limited resources
    Working with an agency would be best in this case. However, aim to have a dedicated headcount by the time the site launches.
  • 07:32
    Hiring a GM of internationalization
    It is possible to have a specialist in a specific language fill that role. At this point, a local agency would come in handy in terms of the markets nuances.
  • 08:58
    Going from launch to a functioning site
    Its going to take a while for Google to index your page. So you should be creating an SEO foundation to ensure that traffic is as high as possible before the website gets off the ground.
  • 11:37
    Choosing pages for your new website
    Figure out which pages will be relevant to the new markets and prepare them for launch. Eventually, other sections can be added to establish authority in that domain.

Quotes

  • "Internal collaboration is key. It doesn't matter how much research youve done. If no one is there to implement it and help you get your work done, it's useless." -Sebastien Edgar, Global SEO Lead, Square

  • "Localization should be your strongest partner." -Sebastien Edgar, Global SEO Lead, Square

  • "The benefit of working with an agency is their network." -Sebastien Edgar, Global SEO Lead, Square

  • "You want to make sure that by the time youre launching in a market, you have a dedicated head count." -Sebastien Edgar, Global SEO Lead, Square

  • "I'm a huge fan of the Searchmetrics Content Experience Tool, leveraging this as much as possible in local markets, and making sure content actually is optimized." -Sebastien Edgar, Global SEO Lead, Square

  • "When I was working with small-scale startups, I was creating a foundation for them to make sure that the likelihood of them getting traffic is as high as possible." -Sebastien Edgar, Global SEO Lead, Square

  • "When working with early-stage international websites, your mindset should be, let me make sure that I have my SEO101 basics as much as possible." -Sebastien Edgar, Global SEO Lead, Square

  • "It could take 6 months for Google to actually index your new site ." -Sebastien Edgar, Global SEO Lead, Square

  • "You should absolutely not make any compromises on the quality of set ages that you decide to bring to launch." -Sebastien Edgar, Global SEO Lead, Square

  • "Our website in France can be 50,000 pages. We're only launching with 100 pages. Once they set the foundation, you can slowly launch the remainder, and build authority in that manner." -Sebastien Edgar, Global SEO Lead, Square

About the speaker

Sebastien Edgar

Square

- Square

Square helps millions of sellers run their business-from secure credit card processing to point of sale solutions.

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