International SEO - Content driven link strategy

by GGpaul
20 replies
  • SEO
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Hey folks how do you create a content driven link strategy for international?

Let's say you have a ccTLD site perhaps a .FR (French). What's your approach of obtaining links? Do you outsource and find someone that speaks that language and do a link outreach?

Obviously I don't speak French, but let's assume that I do have a French writer. How would I utilize that person to get links? Should we reach out to French blogs? French directories?
#content #driven #international #link #seo #strategy
  • Profile picture of the author Mike Anthony
    When you say international does your company have business there? are they already a presence? If so then its no different than any other place except for the language difference and there if you already have a french translator then you should be on your way - although I would suggest a french translator living in France. Knowing the language is not the same as understanding the culture of a country at the moment.
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    • Profile picture of the author GGpaul
      Originally Posted by Mike Anthony View Post

      When you say international does your company have business there? are they already a presence? If so then its no different than any other place except for the language difference and there if you already have a french translator then you should be on your way - although I would suggest a french translator living in France. Knowing the language is not the same as understanding the culture of a country at the moment.
      Sup boss - The first 5 months I did a competitive analysis for our competitors that have a french site. Sites such as Asos.com, Shopbop.com, Zappos.com etc.

      It's been a long process dealing with our programmers to make sure the site is optimized properly with the basic h1 tags, h2, meta, title tags and also duplicate issues, sitemaps, mobile, etc.

      Makes me love Wordpress how simple things are lol. Anyways - now that portion (on-page) is almost complete, I have to implement a strategy. I am working with someone who is our main French translator that does livein France. She's the one that's translating everything.
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  • Profile picture of the author yukon
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    One word, FREE.

    I have a few sites that target one niche, those sites all have something free that my traffic actually wants/needs.

    I don't just hand out free content, it's free content to proven buyers of niche related software. Anyone is able to download the content whenever they want, that gets me lots of free backlinks.

    Look for niche problems, what's a problem your niche traffic has?

    I actually stumbled into the niche I target, I was a user of a paid software just like everyone else. The software is top of the line but it has a steep learning curve with so many options it's confusing at first (think Adobe Photoshop). I started posting content on the most popular niche forum, people started making request, I consistently delivered without asking for anything in return. Eventually I built a site & started driving that traffic to my site, by the time I built my first site I had a single forum thread that became the most popular thread across the entire forum, the forum is just as big as WF.

    None of that would have ever happened If I didn't jump in & help people. The traffic built links would have never happened If I didn't offer something free that was useful, I would have had to pitch a sale all these years (didn't need to).

    The sub-niche I target really didn't exist until I stumbled into it, my point is, people don't always know what they want/need. They know there's a problem but they sometimes look at the problem in the wrong way. Example, before I started creating free content everyone on the forum was focused on how to do simple task in the paid software, when what they needed was an existing file to use in the software that would give them something to tweak, a starting point, the more they tweaked my files, the more they learned how to use the software. Traffic didn't know free file samples were even an option. Now they know. Now they build links to my sites whenever someone ask how to get started with the paid software (new software users never stop asking), they consistently send targeted traffic my way.

    I know your in the fashion industry, IMO you need to get creative & figure out where there's a problem & be the one to fix the problem. It needs to be a problem that has unlimited solutions yet it's still focused on a single thing, example, I target one major software with unlimited files. The new files keep my traffic returning, they know I'll release new files because I have a few thousand of them I've created over the years. I've basically trained traffic to return to my site by consistently posting new content. I don't post as much these days because it's all evergreen (bump old content), the files from 2007 are just as relevant today as they were years ago.

    Not sure If that's what you are looking for but that's how I've managed to consistently get traffic to build global links for my sites over the years.

    What's universal in the fashion industry? Do a poll on your own fashion site, what's the problems your traffic has?
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    • Profile picture of the author GGpaul
      Originally Posted by yukon View Post


      I know your in the fashion industry, IMO you need to get creative & figure out where there's a problem & be the one to fix the problem. It needs to be a problem that has unlimited solutions yet it's still focused on a single thing, example, I target one major software with unlimited files. The new files keep my traffic returning, they know I'll release new files because I have a few thousand of them I've created over the years. I've basically trained traffic to return to my site by consistently posting new content. I don't post as much these days because it's all evergreen (bump old content), the files from 2007 are just as relevant today as they were years ago.
      Thanks Yukon. But that's the thing the fashion industry can be a bit of a challenge. Marketing + Fashion just have two different perspectives. It's hard working with public relations and social media because obviously they focus on what's the "trend" and they don't look at anything technical beyond that. They don't focus on implementing 'keywords' of that aspect either. They don't look at anything in a marketing standpoint. It's about them what looks great, and what's in.

      I definitely have to get my thinking cap on this and figure out recommendations.
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      • Profile picture of the author yukon
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        Originally Posted by GGpaul View Post

        Thanks Yukon. But that's the thing the fashion industry can be a bit of a challenge. Marketing + Fashion just have two different perspectives. It's hard working with public relations and social media because obviously they focus on what's the "trend" and they don't look at anything technical beyond that. They don't focus on implementing 'keywords' of that aspect either. They don't look at anything in a marketing standpoing. It's about them what looks great, and what's in.

        I definitely have to get my thinking cap on this and figure out recommendations.
        There's things you could target, there's always something.

        Have you ever seen a model with acne? Acne has been a problem for years, it's evergreen, it will still be a problem 100 years from now. Proactiv by Guthy-Renker is part of a $1.5 billion business, half their sales is from the acne business, that tells me there's a lot of people self conscious about keeping their skin looking good.

        Maybe acne isn't your solution for global links but it's related to the fashion industry, no model will be walking down the runway with a zit on the end of her nose. People that buy expensive clothes pay attention to what models do/buy/promote.

        I know free helps build links, you just have to figure out your angle.
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      • Profile picture of the author Mike Anthony
        Originally Posted by GGpaul View Post

        Thanks Yukon. But that's the thing the fashion industry can be a bit of a challenge. Marketing + Fashion just have two different perspectives.
        Well from that response I gather you know that the recommendations you have got in this thread are to be for the most part avoided. You work for a real company not an internet marketers blog.

        From what I am reading you want to rank in France and so you need links from there that are relevant to the companies niche. Now you said you did competitive research. You should have got some ideas there. So a few things on the checklist just in case

        did you do the research based on Google .fr?
        Did you do it with french words?
        Using a VPN service (like Hidemyass) did you do the research from a french IP address?

        Who are your competitors that are ONLY or mostly in france? (helps to see their backlink profile.

        Of course you could also need to have google translate or something to give you an idea of what you are looking at contextually

        That should give you a very good starting base and only then will you have a good picture of who to reach and how to best utilize your France contact. As you know the web strategy has to fit into your companies' strategies overall, how they wish to be viewed and the PR (public relations) they are already engaged in in that country. You also have a cultural barrier as well that you have to be mindful of. You don't want to come off as the tacky American company in France

        This board in articular is not going to give you good ideas - not unless you want your boss to look at you funny and ban this IP from work. lol.
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        • Profile picture of the author GGpaul
          Originally Posted by Mike Anthony View Post


          did you do the research based on Google .fr?
          Did you do it with french words?
          Using a VPN service (like Hidemyass) did you do the research from a french IP address?

          Who are your competitors that are ONLY or mostly in france? (helps to see their backlink profile.

          Of course you could also need to have google translate or something to give you an idea of what you are looking at contextually


          This board in articular is not going to give you good ideas - not unless you want your boss to look at you funny and ban this IP from work. lol.
          Our main competitor is definitely Asos and Zappos. I've done a full on in-depth on-page competitive analysis report with these sites. I researched using french keywords for CATEGORY names since obviously designer names won't be translated. Of course there's the product names but that won't give any traffic or close to none.

          I guess that's where it starts is seeing their link profile. Shopbop.com (our biggest competitor of all) their link profile is so powerful that they don't even have a translated site, especially since they're partnered with Amazon. Go figure.
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          • Profile picture of the author Mike Anthony
            Originally Posted by GGpaul View Post

            I guess that's where it starts is seeing their link profile. Shopbop.com (our biggest competitor of all) their link profile is so powerful that they don't even have a translated site, especially since they're partnered with Amazon. Go figure.
            yeah it starts with the link profile (I thought thats what you meant earlier by competitive research) in your case but sheesh their partnership with Amazon is going to make it tough but hey you still can do well top three if not number one..

            Originally Posted by GGpaul View Post

            That being said, the product only is already worth hundreds to thousands of dollars. Sigh, expensive girls I tell you (most top fashion bloggers if not all are girls).
            Then roll out that Filipino charm you Don Juan. They will all link to the South Cali Lover.
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            • Profile picture of the author GGpaul
              Originally Posted by Mike Anthony View Post

              yeah it starts with the link profile (I thought thats what you meant earlier by competitive research) in your case but sheesh their partnership with Amazon is going to make it tough but hey you still can do well top three if not number one..



              Then roll out that Filipino charm you Don Juan. They will all link to the South Cali Lover.
              Competitive research in terms of On-PAGE was done. Now it's doing link profile which I haven't done yet.

              We have an SEO platform that we're using right now (Brightedge - $2,000 a month), but we're switching to Analytics SEO.
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        • Profile picture of the author yukon
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          Originally Posted by Mike Anthony View Post

          Well from that response I gather you know that the recommendations you have got in this thread are to be for the most part avoided.
          That's from a guy that targets IMers.
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          • Profile picture of the author Mike Anthony
            Originally Posted by yukon View Post

            That's from a guy that targets IMers.

            You don't know squat what I target outside of WF but we do know from what you have said that you have not done any SEO for an international company.

            This ain't adsense territory . Sorry
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            • Profile picture of the author yukon
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              Originally Posted by Mike Anthony View Post

              You don't know squat what I target outside of WF but we do know from what you have said that you have not done any SEO for an international company.
              I know what you target, we've all seen the coaches site last year. :rolleyes:

              International, what?

              The majority of my keywords are global, my traffic is global. Would it help If I fly flags in my front yard like the UN?
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              • Profile picture of the author Mike Anthony
                Originally Posted by yukon View Post

                I know what you target, we've all seen the coaches site last year. :rolleyes:
                Too silly as usual. Never did SEO for a coach and the training course which was marketed here is hardly all I do. try again. (but hey if you miss my sig I will bring it back - don't fret yourself)

                By the way how are the sales by Pm of "how to fake being a Wiki editor" going? Speaking of what was seen in years past - That was an oldie but a goodie.

                The majority of my keywords are global, my traffic is global. Would it help If I fly flags in my front yard like the UN?
                lol you don't rank for squat and we both know it. Certainly not in any european market. Despite what you have heard Paris is not a city in South Carolina. Like I said - keep trying .

                Originally Posted by yukon View Post

                $10K would buy some decent links. Looks like that's equivalent to only a handful of blog post that aren't optimized for anything.
                Dude seriously. like I said - This ain't adsense . You can't compare conventional link buying with getting reviews from top fashion bloggers. We live in a real world.
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  • Profile picture of the author BennyP
    Press releases by language and social media link bait. A lot of visual content is good for obtaining multi lingual backlinks, and as you are in the fashion industry? Visual content should be incredibly easy to come across and promote globally.
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  • Profile picture of the author yukon
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    GGpaul, fashion related videos on Youtube might get you some leads for folks that have similar blogs (links). Maybe search a footprint on Youtube for country specific domain URLs in the video description.

    Example:
    • Blog link/URL in video description PR3. 599 fashion videos on Youtube.
    • hxxp://www.youtube.com/watch?v=MYj_7jgGKh4

    That will get you .fr links & most likely targeted traffic. Just make sure you have a sales page/checkout in French back on your own site.

    Look at the example video Youtube channel followers, might find more of the same type of fashion people.
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    • Profile picture of the author nik0
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      How about some fashion contest with great prices and where people can send in their own designed stuff or just a nice compilation of how great they look in it lol.

      I'm sure female bloggers would like to link out to that.
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      • Profile picture of the author GGpaul
        Originally Posted by nik0 View Post

        How about some fashion contest with great prices and where people can send in their own designed stuff or just a nice compilation of how great they look in it lol.

        I'm sure female bloggers would like to link out to that.
        We have done fashion contest, well we still do. A lot of fashion bloggers charge a hefty amount. Up to $1,000 - $2,000 for one post which won't even be properly optimized. The hell would a fashion blogger no about optimization? . All they care about is you give them a product to try on and they'll do a review for you + $1,000 for doing it.

        That being said, the product only is already worth hundreds to thousands of dollars. Sigh, expensive girls I tell you (most top fashion bloggers if not all are girls).
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        • Profile picture of the author yukon
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          Originally Posted by GGpaul View Post

          We have done fashion contest, well we still do. A lot of fashion bloggers charge a hefty amount. Up to $1,000 - $2,000 for one post which won't even be properly optimized. The hell would a fashion blogger no about optimization? . All they care about is you give them a product to try on and they'll do a review for you + $1,000 for doing it.

          That being said, the product only is already worth hundreds to thousands of dollars. Sigh, expensive girls I tell you (most top fashion bloggers if not all are girls).
          Looks like your basically buying links/traffic.

          Might as well skip those types of bloggers & do your own SEO with handpicked established backlink pages on small time fashion blogs. That's the good thing about authority when it comes to SEO, it doesn't have to be an overpriced blogger. If they generate sales/profit fine, If not, dump them.

          $10K would buy some decent links. Looks like that's equivalent to only a handful of blog post that aren't optimized for anything. Probably new internal pages with no SEO authority to boot, besides maybe a link on the index page that will soon roll off into oblivion.
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          • Profile picture of the author GGpaul
            Originally Posted by yukon View Post

            Looks like your basically buying links/traffic.

            Might as well skip those types of bloggers & do your own SEO with handpicked established backlink pages on small time fashion blogs. That's the good thing about authority when it comes to SEO, it doesn't have to be an overpriced blogger. If they generate sales/profit fine, If not, dump them.

            $10K would buy some decent links. Looks like that's equivalent to only a handful of blog post that aren't optimized for anything. Probably new internal pages with no SEO authority to boot, besides maybe a link on the index page that will soon roll off into oblivion.
            That's the problem cause once again its a collective effort. Let's say we target those "low end" fashion bloggers. You know what the girls at work will say? Why her? She sucks. She's not going to get us anything (little do they know it WILL in an SEO standpoint). "We don't know her." "She only has 2,203 followers on instagram".

            The challenges mate...Oh the challenges.
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  • Profile picture of the author serpyre
    Well that all depends whether you are using technical or business seo, but all the quotes are business seo so you need to do it the hard way. We used a fashion architecture which had a site ranking next to Net-A-Porter, Asos, Amazon first page with the same products within 6wks on short tail keywords - zero marketing (VC & consultancies who rolled it in to a managed platform - long story).

    The problem you have is very simple, you need to balaance cost(management) vs time(business) vs architecture(technology). You are concentrating on the business side. Companies like Asos are in the top ~1% of that balance, so unless you have the same, you can throw huge amounts of resource at it but in the end your return on investment will be negative (we know the consultants/architects).

    Niche is the exception to this, but you are in the mass market, there are so many factors that only top-end architects who worked in $100s million revenue companies would have any idea. Looking upwards your competitors may be Asos, but they are looking down - you want to be level with them, that takes some knowledge that very few have (they developed the architecture above - looking to create a multi-million product digital music store on it).

    On top of that, Google are shifting to technical seo (it actually started 3yrs ago but takes time to filter down), so the business seo is become less effective by the day - much to the delight of the large enterprise companies who balance the two.
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