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Analyzing and measuring an international SEO campaign

From: SEO Fundamentals (2012)

Video: Analyzing and measuring an international SEO campaign

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.

Analyzing and measuring an international SEO campaign

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.

Show transcript

This video is part of

Image for SEO Fundamentals (2012)
SEO Fundamentals (2012)

64 video lessons · 49528 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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