Delivery to your team in house, 1 day or 2 half days £2,500/$4,500CAD
Pay per Seat from £400 / $750 CAD (Early Bird Price)
Add on-going coaching and support: £POA
Who it’s for: Agency SEOs teams | In-House SEO teams(either selling internationally or with international expansion plans) | In-House SEO Managers responsible for Agency relationships, | Heads of Digital, Digital Marketing and related roles | e-Commerce & Website Managers
International SEO is a lot more than translations and Hreflang, though we’ll cover those too. Too many businesses assume that if they’re successful in one market, it’s just a matter of putting the site through Google Translate or Chat GPT and sticking up the same site in a different language.
While it isn’t as extreme as setting up a new business from scratch it isn’t as simple as one might initially think. This course will guide you through putting together an International SEO and Website Strategy that will find the right people in each market, searching for the terms that are right in that market and get them on to pages and a version of your site that will resonate and convert.
The course covers:
- The International Search Engine Landscape
- How to find which markets have opportunity using search
- Are their markets just waiting for you and your product or service?
- Using search to build markets which don’t exist yet (where people don’t know they need what you are selling)
- Understanding the potential of new markets
- Understanding how culture impacts buying process and therefore search behaviour and required website user experience
- Understanding how your customers search in each market
- How intent differs by market
- Doing keyword research in another language
- Translation vs Localisation
- How to achieve scalable, high-quality localisation
- What is International Cannibalisation and why does it happen
- International Technical SEO
- 25 Hreflang Issues and how to fix them
- Domain structure (ccTLDs vs gTLD sub directories vs sub-domains)
- Linking Best Practice for International Sites
- SPA & Web App issues for International Sites
- Best Practice for IP & Browser Language detection
- Common Shopify specific SEO issues to look out for
- Forecasting the impact of International Technical SEO Fixes
- Forecasting potential in each market
- International SEO Reporting
- Putting together an International SEO Strategy
- International Content
- Finding International Content Opportunities
- Matching Content to ‘local’ User Needs
- Competitor Content Analysis
- Localising Existing Content
- Helpful Content’s Impact on International
- Optimising for AI Overviews & Featured Snippets in each Market
- Putting together an International Content Strategy
- UX (User Experience)
- Cultural usability
- How web design differs by market
- Differences in user journey
- Imagery, colours and symbolism
- Ensuring users can convert in each market