Why companies fail at international expansion — Lidia Infante // Rise At Seven

Senior international SEO lead for Rise At Seven, Lidia Infante, talks in detail about the proper approach to SEO internationalization. There are many technical and non-technical things to consider when going international. And each one is important to your success. Today, Lidia discusses some of the technical factors you should consider when internationalizing your SEO.
About the speaker

Lidia Infante

Rise At Seven

 - Rise At Seven

Lidia is a senior international SEO lead for Rise At Seven

Show Notes

  • 01:17
    What to look at first with SEO internationalization
    You first need to have your strategy ready. Find out if theres a demand and if there are any legal issues you should know about. Also, look at things like your website and domain structure.
  • 04:29
    The technical components of SEO internationalization
    Make sure your URL matches your region or is universal like dot com. If youre using Hreflang, make sure youre following the guidelines for your region.
  • 07:34
    What you should avoid when internationalizing
    Dont use IP-based redirects. It does offer a good user experience. The same thing can be said about automatic translations. And make sure your website can identify special characters.
  • 11:24
    Encoding special characters in your website
    Be careful of how you encode special characters and accents in your website. Especially if you are targeting a language that uses completely different characters.
  • 12:40
    Resources to help with the technicalities of internationalization
    Your team should understand Hreflang and how to treat special characters and accents.Having a good domain strategy is also just as important as having someone on the ground.
  • 14:01
    When to use an agency
    This depends on how large you want your team to be. You may want to use an agency for translations instead of automatic translations. Plus, having someone in that region gives you direct insight into the current climate.

Quotes

  • "Many businesses just decide to go international without an actual strategy and plan behind it. And you really need to investigate whether or not you can serve the market..." - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • "If you are very reliant on markets where ccTLDs have a higher CTR, you're probably better off with a ccTLD structure." - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • "If you're facing a market that's really competitive about authority and links, you want to consolidate your authority through a directory type of domain structure." - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • “If you do need to implement Hreflang, it's mostly going to be due to the accommodation and territory specific pages, not just a matter of language...” - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • “So one of the most painful experiences on the web are IP-based redirects. Please do not do that. They're an absolutely shit experience for your users.” - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • “Dont eliminate special characters from your forms. The way that your websites encode special characters is something that you really need to look at.” - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

  • “You need to have someone that's going to be able to localize the content, not just translate it. And definitely, definitely don't use automatic translations...” - Lidia Infante, Snr Intl SEO Lead, Rise At Seven

About the speaker

Lidia Infante

Rise At Seven

 - Rise At Seven

Lidia is a senior international SEO lead for Rise At Seven

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