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In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.
Measuring your site for International SEO is similar to what you would do with any other site, except you have to be able to segment your sites to view each language-specific section of your site individually. You can measure and analyze the different international sections with your web analytics software. Using Google Analytics, you can filter your reports or create advanced segments to match the sub-domain or subfolders structure that holds your content for each specific language. This will allow you to find insights, such as ecommerce comparisons between your French and Spanish visitors, or determine if certain pieces of content are more or less engaging or likely to drive conversion in one language versus another.
You can also set up webmaster tools profiles for each language-specific sub-domain or subfolder. This will allow you to really configure and optimize your international sections differently from one another. For example, you might identify crawl errors that are affecting one part of the site, but not another. And make sure to review any HTML suggestions for different language sections of your site. And you can manage site maps separately for each of your international sections as well. To view ranking data for each of your international sections, you can use tools like the SEOmoz Campaigns feature.
This lets you enter a list of keywords to be tracked on a specific geo-targeted search engine, and it will show you how all of your international keywords perform for search engines across the world. Here, you can find out what content ranks well for certain languages, and how each internationalized section's visibility improves over time. Whatever, KPIs you've determined to measure your SEO performance, you can look at them in the context of each regionalized section of your website, and don't forget to use the geographic segments that your web analytics solution supports.
You can explore which regions of the world are responding to the different languages you're, supporting and you can identify opportunities for expanding into additional languages, or breaking existing languages into more specifics regionalized versions of content. Making sure that your measurement strategy includes the international sections of your website will help you to continue to improve your performance and let you know how your efforts in other countries and languages are paying off.
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