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Building links for an international audience

From: SEO Fundamentals

Video: Building links for an international audience

Once you have your translated and regionalized pages up and live on your site, along with a solid content strategy, you're ready to build links back to those pages and encourage social interactions and sharing. Link building for multilingual content follows the same rules as any other content, but there are a few things to consider, as it may have some affect on your overall link building strategy. Search engines try to deliver a search experience that is relevant to users in part based on where they are, and there are certainly parts of the ranking algorithms that take regional factors into account.

Building links for an international audience

Once you have your translated and regionalized pages up and live on your site, along with a solid content strategy, you're ready to build links back to those pages and encourage social interactions and sharing. Link building for multilingual content follows the same rules as any other content, but there are a few things to consider, as it may have some affect on your overall link building strategy. Search engines try to deliver a search experience that is relevant to users in part based on where they are, and there are certainly parts of the ranking algorithms that take regional factors into account.

One way they determine that is by analyzing the back links, not just for quality and trustworthiness, but they also take into consideration what region those back links are associated with. In other words, if you're looking to optimize your French-Canadian pages for a French-Canadian audience, you'll be better off generating links from French websites in Canada. All other things being equal, these links would be worth more to your French-Canadian rankings, than links to your French-Canadian pages from a Los Angeles-based English language blog.

When you're seeking out link opportunities for your internationalized pages, focus on websites that operate or conduct business in the country or countries you're targeting. You can also take a look at their back links and make sure that they're associated with that same region. One other side effect of search engines trying to tailor their results to people in different regions is that the top 10 search results in one country can be very different than the top 10 results in another country. When you're doing your competitive research, or looking for link building opportunities, you'll want to make sure that you're using international versions of the search engines themselves.

For example, if you're looking for link opportunities for the Costa Rican Spanish version of your pages, don't go to google.com, head over to google.co.cr and start searching using Spanish keywords. Take a look at who's ranking for these terms now, and have a look at where their back links are coming from, to see if there are any that you want to pursue based on the same link building principles you'd use with any other link building activities. Last, just as you'll need an expert to do your translations and regionalization, in order to do link outreach in a different country or language, you may find that you run into some barriers.

If you're not comfortable with language and cultural norms of those that you're working with, you might want to consider finding a resource that is, in order to maximize the chances of turning these relationships into valuable and high quality links. Link building for international SEO isn't that different than what you would do normally, and making sure to include your translated and regionalized pages in your overall link building plan, and keeping a few extra things in mind, will help you with the search engines all across the globe.

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This video is part of

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SEO Fundamentals

64 video lessons · 44133 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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