Successfully localizing international SEO content
Tony Pataky
Procore Technologies
- Part 1 Successfully localizing international SEO content
- Part 2The power of effective topical authority
Show Notes
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01:35Localising international SEO contentLocalizing international SEO content involves adapting your content and experience based on the cultures and countries being targeted. This approach ensures your content not only achieves high rankings but performs well in different countries.
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02:42Pitfalls to avoid in international SEOWhen international SEO, many initially opt for a simple translate and publish approach, but this often has a negative impact in the long term. Beyond translation, effective localization ensures the content connects with the user through culturally relevant examples and references.
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04:11Starting the localization processLeverage SEO tools to identify where existing content is already ranking well globally, and target those areas for localization. Target your high-performing keywords and focus on adapting not only the content but also the experience for users in those countries.
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06:15Technical considerations for international SEOSeparate the content and experiences for different countries using ccTLDs or subdirectories. Planning and organizing your technical SEO strategy is crucial to streamline URL and hreflang tag management as your content volume grows.
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08:55Managing international SEO content investmentsEffective planning is essential, including content calendars, hreflang tag mapping, and SEO strategy to avoid future issues. Continuously audit separate domains for different countries to ensure optimal server speeds and user experience, preventing dominance by your.com.
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11:36Localizing content and imagery for international marketsWhen beginning SEO in a new country, it's best to start with solution or product pages and work upwards. Localizing the content with input from local experts and considering cultural differences, even in images, is crucial for building trust and connecting with the audience.
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15:54International SEO and building trust with consumersBeyond driving traffic, paying attention to all parts of a website to ensure a high-quality experience from start to finish is crucial. Factors like site speed, social proof, localized content and imagery, and culturally appropriate CTAs play vital roles in gaining consumer trust.
Quotes
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"When it comes to localization, it's not just about translating the words. The content needs to be relevant to the audience that youre writing for. Otherwise, theyll disengage." - Tony Pataky
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"A good place to start localization efforts is countries where your existing content is already ranking well. Localize not just the content, but the experience to those users." - Tony Pataky
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"If you have separate servers for different countries, continuously audit them to make sure that the server speed and the experience is the best for that user so your .com doesn't dominate." - Tony Pataky
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"When moving into new territory, start with your solution and product pages. Prioritize localizing content and imagery to build trust with the local audience." - Tony Pataky
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"SEOs, you're not only responsible for traffic, you're also responsible for the overall quality of that traffic and the quality of the experience that users have." - Tony Pataky
- Part 1 Successfully localizing international SEO content
- Part 2The power of effective topical authority
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Part 1Successfully localizing international SEO content
Tony Pataky, Director of SEO and Marketing Performance at Procore Technologies, delves into mastering international and topical authority in SEO. Effective international SEO goes beyond translation. It entails adapting everything, from the images used to the CTAs, with careful consideration of cultural nuances to build trust and deliver a relevant user experience across diverse markets. Today, Tony discusses successfully localizing international SEO content.
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Part 2The power of effective topical authority
Tony Pataky, Director of SEO and Marketing Performance at Procore Technologies, delves into mastering international and topical authority in SEO. AI and the evolution of search behavior and the SERP have sparked debate about the relevance of topic authority. However, topical authority remains crucial for ranking, building user trust, and connecting with your audience, ultimately positioning our website for long-term SEO success. Today, Tony discusses the power of effective topical authority.
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