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Over $200K Spent. Here’s What I Learned

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Over $200K Spent. Here's What I Learned

While it’s relatively easy to learn advertising on Quora, it takes a lot of trial and error to find out what works best. A few tricks can make your work more efficient and your campaigns more effective.

I’ve been using Quora Ads since it began in 2017, spent over $200K advertising for three global brands, and given lectures on how to succeed in it. I’ve managed campaigns on Facebook and Twitter too, so I have a fair comparison of what makes Quora Ads good or bad.

We’ll go through eight valuable Quora Ads takeaways that will save you tens of thousands of dollars in both ad spend and work hours. 

Let’s dive in.

1. It’s generally cheaper compared to other PPC platforms

The days of super cheap clicks and impressions on Quora are long gone, but it can still be significantly cheaper compared to mainstream platforms like Google, Facebook, or Twitter.

I disclosed some data with the Quora team via a success story and a podcast episode based on my experience from previous employment. I was comparing this to search and display campaigns in Google Ads because the intent of Quora users isn’t far from that.

So back then on Quora Ads, we had:

  • 65% lower CPC than comparable Google search campaigns.
  • 46% lower CPA than comparable Google search campaigns.

As of now in Ahrefs, I can share the following numbers for comparable campaigns, which are:

  • 40–50% cheaper CPC than Facebook.
  • 60–95% cheaper CPC than Google’s search campaigns (yes, the difference can be that huge).

These are the cases where Quora is significantly cheaper than other main advertising platforms.

Quora has more expensive CPCs and CPMs (2–6 times) than Google Display Network campaigns, but it still seems like a great deal considering the intent and engagement of Quora visitors. More on this later.

2. You need to carefully structure your campaigns to optimize ad delivery

Two main factors that determine how to best structure campaigns on Quora are budget and bid settings. The unfortunate thing is that the budget is set at campaign level, while bidding comes at the ad set level.

Here’s a problem that you can easily run into because of this:

Ad sets in Quora Ads

All ad sets were running side by side, with each having an estimated potential reach in the lower millions weekly. As you can see, the CTR of the most pushed ad set isn’t the highest, so engagement signals don’t play a huge role in Quora’s delivery algorithm.

It’s the bid size that makes the biggest difference. 

Based on my experience, Quora’s delivery algorithms heavily favor ad sets with higher bids. Running multiple ad sets within one campaign becomes a challenge to optimize the ad delivery.

One solution is to bid the same across all running ad sets within one campaign. But that could create more problems if the targeting differs. It also doesn’t ensure balanced delivery.

I’ve always leaned toward the second solution: run just one ad set per campaign at a given time. It also has its downs, as you have to create and manage many campaigns at once. But it’s the best I could do. Here’s a sneak peek at Ahrefs’ blog promotion campaigns structure:

Campaign structure in Quora Ads

As you can see, I grouped campaigns by their geo-targeting and device type. This is the only structure that allowed me to properly manage the campaign budget allocation and ad distribution.

I generally recommend creating a separate campaign for each country and device. But I bundled together four countries to make the account easier to manage. The reasons for this were similar CPCs across all those grouped countries, confirming that impressions were being distributed proportionally to each country’s population.

PRO TIP

If you decide to experiment with your ads delivery and there are multiple variables involved, you probably won’t be able to get any insightful data by yourself. In my case, country or device type segmentation data wasn’t available in the Quora Ads UI.

Fortunately, my Quora account managers were always helpful and dug into such data for me. It’s worth trying to get in touch with them should you ever need data you can’t get yourself.

3. Quora provides some great targeting options

Quora Ads offers four different types of primary targeting:

Contextual targeting in Quora Ads

Audience targeting and broad targeting are things we can encounter on other platforms too. Nothing too groundbreaking there, so let’s focus on the other two primary targeting types: contextual and behavioral targeting.

You can read what it’s about in the screenshots, so let me jump straight to the best use cases.

In Ahrefs, I most often went for the Contextual -> Topics targeting shown above. It gives us solid control over where the ads are shown. But it pays off to learn how Quora assigns topics to its questions, as that’s far from perfect.

To do this, look up the topic in the search bar and go through the results:

Looking up PPC topic on Quora

Switch to the “Answer” tab to only see questions, then check the list and inspect all the labels under a few questions after clicking “View question log” to better understand how good or bad of a job Quora does in your niche:

Viewing Quora's questions log

Here’s an example of how broad or irrelevant Quora can go sometimes:

Quora sometimes doesn't use relevant labels for certain questions

However, in my experience, going a bit more broad with the choice of topics usually performed better than trying to be very specific.

Then we have Behavioral -> Interests targeting:

Behavioral targeting in Quora Ads

This type of targeting resembles what we’re used to from Facebook or Google. Quora models the interests of each user and then tries to show them relevant ads.

You get a higher potential reach at the cost of relying on a black box. That generally results in lower engagement but also in lower CPCs since the much more relevant contextual targeting comes with a slightly higher price.

Now that you’re more familiar with the primary targeting types, we can visualize the competitive advantage of Quora Ads:

Behavioral and contextual targeting in Quora Ads compared to other common targeting options

Both Topics and Interests sub-targeting types are the broadest ones in each category. This is desirable for the purpose of most Ahrefs campaigns. 

But my previous company needed much more granular targeting.

The possibility to target each Question (technically individual Quora URLs) was at the top of our targeting arsenal.

4. Questions (re)targeting deserves the spotlight

Choosing specific questions to bid on with your ads may be the biggest advantage of Quora Ads. You can show your ads to Quora visitors who are thinking about problems your product can solve at that exact moment as they read answers to that question.

Highly relevant ad on Quora

You also have complete control over the ad placement, which comes in handy when all the topic labels are too broad for your needs.

But how do we find the right questions to target?

Given that Quora drives an estimated ~114M non-branded clicks from organic search a month, it only makes sense to incorporate some SEO processes into this questions mining task.

Quora gets 114.4M monthly organic traffic from non-branded keywords

There are multiple paths to getting an exhaustive list of Quora question URLs. I’d recommend starting with the most efficient one: using Quora’s own questions suggestion feature after you click on “Bulk add” here:

"Bulk add" option for questions targeting in Quora Ads

Then write down at least 10 keywords that best describe your business, products, or problems your audience is trying to solve. The more, the better. Add your competitor brands and products too. If you’ve already done some keyword research for SEO in the past, then this is a piece of cake.

Adding seed keywords for questions targeting in Quora Ads
The questions suggestion tool has its flaws. At the time of writing, it worked up to 17 keywords or fewer, so you’ll have to split up the work if this doesn’t get fixed.

You’ll get a list of questions sorted by weekly views. As you can see in the list below, the matching isn’t perfect, as it shows “stock market” questions based on my “marketing” keyword input. On the other hand, you don’t need to worry about including exact match keywords.

Question suggestions in Quora Ads

You can select the most relevant questions to target and end the questions research here. But I like to take this one step further and gather organic traffic data for each question. It helps with question prioritization that we’ll discuss in the next point.

So while you’re in the “Questions to target” window, open up Ahrefs’ SEO Toolbar and head over to “Outgoing links” since all the questions in the list are linked through.

Exporting Quora questions URLs from its suggestion tool with Ahrefs' SEO Toolbar

Click on the export button, and you’ll get a list of all the URLs there. All that’s left is to filter the list for relevant questions, copy-paste it into Ahrefs’ Batch Analysis tool, and sort the table by organic traffic:

Getting organic traffic data for Quora questions with Ahrefs' Batch Analysis tool

There you have it—organic traffic estimations on top of Quora’s traffic data. I’ll always prioritize questions that get solid organic traffic over what’s currently trending on Quora, as Google tends to be a more sustainable traffic source.

You can now run highly relevant and engaging campaigns, including those that retarget Quora users based on questions they visited in the past. Just copy-paste the input window between Contextual – Questions and Behavioral – Question history.

Copy-pasting questions between Quora ad sets

5. Combining paid and organic efforts is the way to go

Organic growth on Quora isn’t easy. But still without putting in too much effort, some of my answers got tens, even hundreds of thousands of views and rank among the top answers:

Overview of Quora's user dashboard

OK, I cheated a bit. The easiest way to get such numbers is to simply boost your answers with Quora Ads. It provides a unique ad format called Promoted Answers:

Promote an answer ad format in Quora Ads

Just feed the system with any answer URL, and it will show the answer as an ad throughout the platform based on your targeting:

Promoting a specific answer throughout Quora

The best thing about this is the ability to promote any answer. And since we just went through sourcing a list of the most relevant Quora questions, we can leverage it here too. Just go through the answers in the most promising questions and note all answer URLs that positively mention your brand or product. 

If you decide to skip the Questions targeting, you can also do a simple search in Google using search operators to filter Quora URLs that mention your brand or product:

Using Google search operators to find brand and product mentions on Quora

I haven’t run these Promoted Answers in a while. But back then, I was getting a cheap CPM at around $1. It seemed to work well for brand awareness campaigns. I’m also convinced that it has an influence on how Quora ranks the answers for a certain question, as you get much more views and upvotes compared to the rest.

To sum it up: Quora is no different than other platforms, and you get the best results if you properly combine both organic and paid marketing. Promoted Answers are an interesting ad format worth experimenting with for increasing brand awareness.

You can learn more about succeeding with your organic efforts in a guide by my colleague, SQ, who took over marketing topics on Quora by storm a few years ago.

6. 10–30% impression shares bring the best cost-performance ratio

One of the earlier points is about Quora Ads being cheaper than other platforms. This, of course, depends on how well managed and optimized your campaigns are because, sometimes, the suggested CPCs are anything but cheap:

High CPC suggestion in Quora Ads

First of all, besides brand awareness campaigns, I always go for bidding on the CPC basis. I found it cheaper than bidding on CPM. Also, I have no data about CPA bids, as we don’t use tracking pixels in Ahrefs.

In terms of CPCs, I usually stick to the lower range of the suggested bid. I then readjust the bids based on the impression share it gets. My rule of thumb is keeping the impression share between 10% and 30%, which I found to be the best balance between solid ad delivery and reasonable prices.

Checking impression share in Quora Ads

I still kept some of my more expensive ad sets below 10% impression share if they easily managed to spend the daily budget, thanks to broader targeting and reach.

7. You need broader targeting to scale up

Speaking of reach, I found Quora to sometimes report weirdly overestimated potential weekly impressions:

Checking potential weekly impressions in Quora Ads

I wrote down a specific case where it kept showing 3,500–15,000 potential weekly impressions in an ad set that only received 400 impressions with 12.5% impression share over six months. It fixed the reach estimation in this case already, so I’m only left with a written note and no screenshot.

But considering we can trust the numbers in most cases, let’s do some quick math with relevant numbers based on Ahrefs’ advertising on Quora.

A campaign with a $50 daily budget and an average CPM of $2.5 will spend the budget after 20,000 daily impressions. That equals 140,000 impressions weekly. A 15% impression share means that our running ad set(s) will need to have potential weekly impressions of at least ~930K, let’s say a million.

That said, Quora claims 300 million+ monthly visitors, but it’s sometimes rather difficult to put together targeting that results in a big enough estimated potential reach. At least in our SEO and marketing niche.

All in all, the vast majority of ad sets I ran recently had a weekly potential reach between 500K and 10M. Otherwise, I wouldn’t be able to achieve the desired performance. You can easily run into a situation where you need to decide what makes the most sense for you:

  • Increase bids for higher impression shares
  • Broaden targeting for higher reach at the cost of a potentially lower ad relevance
  • Keep your campaigns hitting the ceiling and allocate the rest of the budget elsewhere

And this is just the beginning when it comes to scaling up your campaigns.

8. Scaling up your campaigns can be tiresome

As explained earlier, the best structured account for optimal ad delivery and effectiveness comes at the cost of being more difficult to manage. Creating new ad sets and running new ads involve a lot of clicking around. There’s no duplicating and controlling ad sets at scale. You have to do them one by one.

Duplicating ad sets in Quora Ads

Once you get the hang of it, it takes a matter of a few minutes. But it’s still annoying.

Should you only require duplicating, uploading, or editing ads in multiple ad sets at once, then Quora’s ad editor comes in handy.

When I brought this inconvenience up with my account managers, they told me that my approach seemed to be the most efficient indeed. A good thing is that they offered help managing the campaigns if the clicking around ever became too bothersome.

So while account management and scalability in Quora Ads are far from perfect, it at least partially compensates for that with the best customer service I’ve encountered with any advertising platform.

Final thoughts

I’m not a PPC specialist, just a marketer that took the opportunity to learn to run Quora Ads and a few other advertising platforms on the go. I strived to describe only the most important and interesting takeaways that could take a while for even experienced PPC specialists to figure out.

Other than this, there are more similarities to other PPC platforms than differences. That’s why I didn’t even bring up creating ads, for example—there’s nothing special about this on Quora.

So are you going to give it a shot? Do you have any questions? Ping me on Twitter.



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Optimizing Interaction To Next Paint: A Step-By-Step Guide

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

Keeping your website fast is important for user experience and SEO.

The Core Web Vitals initiative by Google provides a set of metrics to help you understand the performance of your website.

The three Core Web Vitals metrics are:

This post focuses on the recently introduced INP metric and what you can do to improve it.

How Is Interaction To Next Paint Measured?

INP measures how quickly your website responds to user interactions – for example, a click on a button. More specifically, INP measures the time in milliseconds between the user input and when the browser has finished processing the interaction and is ready to display any visual updates on the page.

Your website needs to complete this process in under 200 milliseconds to get a “Good” score. Values over half a second are considered “Poor”. A poor score in a Core Web Vitals metric can negatively impact your search engine rankings.

Google collects INP data from real visitors on your website as part of the Chrome User Experience Report (CrUX). This CrUX data is what ultimately impacts rankings.

Image created by DebugBear, May 2024

How To Identify & Fix Slow INP Times

The factors causing poor Interaction to Next Paint can often be complex and hard to figure out. Follow this step-by-step guide to understand slow interactions on your website and find potential optimizations.

1. How To Identify A Page With Slow INP Times

Different pages on your website will have different Core Web Vitals scores. So you need to identify a slow page and then investigate what’s causing it to be slow.

Using Google Search Console

One easy way to check your INP scores is using the Core Web Vitals section in Google Search Console, which reports data based on the Google CrUX data we’ve discussed before.

By default, page URLs are grouped into URL groups that cover many different pages. Be careful here – not all pages might have the problem that Google is reporting. Instead, click on each URL group to see if URL-specific data is available for some pages and then focus on those.

1716368164 358 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of Google Search Console, May 2024

Using A Real-User Monitoring (RUM) Service

Google won’t report Core Web Vitals data for every page on your website, and it only provides the raw measurements without any details to help you understand and fix the issues. To get that you can use a real-user monitoring tool like DebugBear.

Real-user monitoring works by installing an analytics snippet on your website that measures how fast your website is for your visitors. Once that’s set up you’ll have access to an Interaction to Next Paint dashboard like this:

1716368164 404 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Interaction to Next Paint dashboard, May 2024

You can identify pages you want to optimize in the list, hover over the URL, and click the funnel icon to look at data for that specific page only.

1716368164 975 Optimizing Interaction To Next Paint A Step By Step GuideImage created by DebugBear, May 2024

2. Figure Out What Element Interactions Are Slow

Different visitors on the same page will have different experiences. A lot of that depends on how they interact with the page: if they click on a background image there’s no risk of the page suddenly freezing, but if they click on a button that starts some heavy processing then that’s more likely. And users in that second scenario will experience much higher INP.

To help with that, RUM data provides a breakdown of what page elements users interacted with and how big the interaction delays were.

1716368164 348 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Elements view, May 2024

The screenshot above shows different INP interactions sorted by how frequent these user interactions are. To make optimizations as easy as possible you’ll want to focus on a slow interaction that affects many users.

In DebugBear, you can click on the page element to add it to your filters and continue your investigation.

3. Identify What INP Component Contributes The Most To Slow Interactions

INP delays can be broken down into three different components:

  • Input Delay: Background code that blocks the interaction from being processed.
  • Processing Time: The time spent directly handling the interaction.
  • Presentation Delay: Displaying the visual updates to the screen.

You should focus on which INP component is the biggest contributor to the slow INP time, and ensure you keep that in mind during your investigation.

1716368164 193 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Components, May 2024

In this scenario, Processing Time is the biggest contributor to the slow INP time for the set of pages you’re looking at, but you need to dig deeper to understand why.

High processing time indicates that there is code intercepting the user interaction and running slow performing code. If instead you saw a high input delay, that suggests that there are background tasks blocking the interaction from being processed, for example due to third-party scripts.

4. Check Which Scripts Are Contributing To Slow INP

Sometimes browsers report specific scripts that are contributing to a slow interaction. Your website likely contains both first-party and third-party scripts, both of which can contribute to slow INP times.

A RUM tool like DebugBear can collect and surface this data. The main thing you want to look at is whether you mostly see your own website code or code from third parties.

1716368164 369 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Domain Grouping in DebugBear, May 2024

Tip: When you see a script, or source code function marked as “N/A”, this can indicate that the script comes from a different origin and has additional security restrictions that prevent RUM tools from capturing more detailed information.

This now begins to tell a story: it appears that analytics/third-party scripts are the biggest contributors to the slow INP times.

5. Identify Why Those Scripts Are Running

At this point, you now have a strong suspicion that most of the INP delay, at least on the pages and elements you’re looking at, is due to third-party scripts. But how can you tell whether those are general tracking scripts or if they actually have a role in handling the interaction?

DebugBear offers a breakdown that helps see why the code is running, called the INP Primary Script Invoker breakdown. That’s a bit of a mouthful – multiple different scripts can be involved in slowing down an interaction, and here you just see the biggest contributor. The “Invoker” is just a value that the browser reports about what caused this code to run.

1716368165 263 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Invoker Grouping in DebugBear, May 2024

The following invoker names are examples of page-wide event handlers:

  • onclick
  • onmousedown
  • onpointerup

You can see those a lot in the screenshot above, which tells you that the analytics script is tracking clicks anywhere on the page.

In contrast, if you saw invoker names like these that would indicate event handlers for a specific element on the page:

  • .load_more.onclick
  • #logo.onclick

6. Review Specific Page Views

A lot of the data you’ve seen so far is aggregated. It’s now time to look at the individual INP events, to form a definitive conclusion about what’s causing slow INP in this example.

Real user monitoring tools like DebugBear generally offer a way to review specific user experiences. For example, you can see what browser they used, how big their screen is, and what element led to the slowest interaction.

1716368165 545 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a Page View in DebugBear Real User Monitoring, May 2024

As mentioned before, multiple scripts can contribute to overall slow INP. The INP Scripts section shows you the scripts that were run during the INP interaction:

1716368165 981 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP script breakdown, May 2024

You can review each of these scripts in more detail to understand why they run and what’s causing them to take longer to finish.

7. Use The DevTools Profiler For More Information

Real user monitoring tools have access to a lot of data, but for performance and security reasons they can access nowhere near all the available data. That’s why it’s a good idea to also use Chrome DevTools to measure your page performance.

To debug INP in DevTools you can measure how the browser processes one of the slow interactions you’ve identified before. DevTools then shows you exactly how the browser is spending its time handling the interaction.

1716368165 526 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a performance profile in Chrome DevTools, May 2024

How You Might Resolve This Issue

In this example, you or your development team could resolve this issue by:

  • Working with the third-party script provider to optimize their script.
  • Removing the script if it is not essential to the website, or finding an alternative provider.
  • Adjusting how your own code interacts with the script

How To Investigate High Input Delay

In the previous example most of the INP time was spent running code in response to the interaction. But often the browser is already busy running other code when a user interaction happens. When investigating the INP components you’ll then see a high input delay value.

This can happen for various reasons, for example:

  • The user interacted with the website while it was still loading.
  • A scheduled task is running on the page, for example an ongoing animation.
  • The page is loading and rendering new content.

To understand what’s happening, you can review the invoker name and the INP scripts section of individual user experiences.

1716368165 86 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Component breakdown within DebugBear, May 2024

In this screenshot, you can see that a timer is running code that coincides with the start of a user interaction.

The script can be opened to reveal the exact code that is run:

1716368165 114 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of INP script details in DebugBear, May 2024

The source code shown in the previous screenshot comes from a third-party user tracking script that is running on the page.

At this stage, you and your development team can continue with the INP workflow presented earlier in this article. For example, debugging with browser DevTools or contacting the third-party provider for support.

How To Investigate High Presentation Delay

Presentation delay tends to be more difficult to debug than input delay or processing time. Often it’s caused by browser behavior rather than a specific script. But as before, you still start by identifying a specific page and a specific interaction.

You can see an example interaction with high presentation delay here:

1716368165 665 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the an interaction with high presentation delay, May 2024

You see that this happens when the user enters text into a form field. In this example, many visitors pasted large amounts of text that the browser had to process.

Here the fix was to delay the processing, show a “Waiting…” message to the user, and then complete the processing later on. You can see how the INP score improves from May 3:

1716368165 845 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of an Interaction to Next Paint timeline in DebugBear, May 2024

Get The Data You Need To Improve Interaction To Next Paint

Setting up real user monitoring helps you understand how users experience your website and what you can do to improve it. Try DebugBear now by signing up for a free 14-day trial.

1716368165 494 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Core Web Vitals dashboard, May 2024

Google’s CrUX data is aggregated over a 28-day period, which means that it’ll take a while before you notice a regression. With real-user monitoring you can see the impact of website changes right away and get alerted automatically when there’s a big change.

DebugBear monitors lab data, CrUX data, and real user data. That way you have all the data you need to optimize your Core Web Vitals in one place.

This article has been sponsored by DebugBear, and the views presented herein represent the sponsor’s perspective.

Ready to start optimizing your website? Sign up for DebugBear and get the data you need to deliver great user experiences.


Image Credits

Featured Image: Image by Redesign.co. Used with permission.

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International SEO For 2024: 9-Point Checklist For Success

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International SEO For 2024: 9-Point Checklist For Success

Getting your international SEO strategy right can be an elusive feat.

There are a lot more factors at play than people give credit for, and it’s often a thankless job.

A successful international SEO strategy requires a deep knowledge of your company’s commercial strategy as well as technical SEO knowledge, cultural sensitivity, and excellent data skills.

Yet the industry often regards international SEO as just your hreflang setup.

In this article, I will distill the complexities of international SEO success into an actionable step-by-step list that will take you from beginner to advanced practitioner. Let’s begin!

Part I: Be Commercially Aware

1. Understand Why Your Company Is Going International

Companies can grow by expanding their products and services, focusing on gaining market penetration or expanding into new markets.

While your team’s goal might be traffic, leads, or revenue, the leadership team is likely working under a different set of parameters. Most of the time, leadership’s ultimate goal is to maximize shareholder value.

  • In founder-owned companies, growth goals might be slower and more sustainable, usually aimed at maintaining and growing profitability.
  • VC-owned companies have high growth goals because they must provide their investors with a return that’s higher than the stock market. This is what is known as the alpha, or your company’s ability to beat the market in growth.
  • Publicly traded companies are likely aiming to grow their share value.
  • Startups, depending on their maturity stage, are likely looking to prove product-market fit or expand their reach fast to show that their operations are scalable and have the potential to be profitable in the future. The goal of this is to aid in raising further capital from investors.

Understanding why businesses go international is essential for informing your SEO decisions. What’s best practice for SEO isn’t always what’s best for business.

You must adapt your strategy to your company’s growth model.

  • Companies choosing to grow sustainably and maintain profitability will likely expand more slowly to a market that resembles their core market.
  • VC-owned companies will be able to invest in a wider range of countries, with a smaller concern for providing their users with an experience on par with that of their core markets.
  • Startups can try to beat their competitors to market by expanding quickly and throwing a lot of money at the project, or they might be concerned with cash flow and try to expand fast but cut corners by using automatic translation.

2. Stack Rank Your Target Markets To Prioritize Your Investment

I promise I’ll get to hreflang implementation soon, but so much about international SEO has to do with commercial awareness – so bear with me; this will make you a better professional.

Many companies have different market tiers to reflect how much of a priority each market is. Market prioritization can happen using many different metrics, such as:

  • Average order value or lifetime customer value.
  • Amount of investment required.
  • Market size.
  • And market similarity.

American companies often prioritize developed English-speaking countries such as the UK, Canada, or Australia. These are most similar to their core market, and most of their market knowledge will be transferable.

After that, companies are likely to target large European economies, such as Germany and France. They might also target the LatAm market and Spain in the same effort.

The last prioritization tier can vary widely among companies, with a focus on the Nordic, Brazilian, or Asian markets.

Part II: Know Your Tech

3. Define Your International URL Structure

When doing international SEO, there are 4 different possible URL structures, each with its pros and cons.

ccTLD Structure

A ccTLD structure is set up to target different countries based on the domain type.

This structure is not ideal for companies that target different languages rather than different countries. For example, a .es website is targeting Spain, not the Spanish language.

An advantage to this kind of structure is that the ccTLD sends a very strong localization signal to search engines as to what market they are targeting, and they can lead to improved trust and CTR in your core country.

On the other hand, ccTLDs can dilute your site’s authority, as links will be spread across domains rather than concentrated on the .com.

gTLD With Subdirectories

This is my personal favorite when it comes to international SEO.

These URL structures can look like website.com/en if they’re targeting languages or website.com/en-gb if they’re targeting countries.

This configuration aggregates the authority you gain across your different territories into a single domain, it’s cheaper to maintain, and the .com TLD is widely recognizable by users worldwide.

On the other hand, this setup can look less personalized to people outside the US, who might wonder if you can service their markets.

gTLD With Subdomains

This setup involves placing international content on a subdomain like us.website.com. While once popular, it’s slipping in favor because it doesn’t bring anything unique to the table anymore.

This setup offers a clear signal to users and search engines about the intended audience of a specific subdomain.

However, subdomains often face issues with SEO, as Google tends to view them as separate entities. This separation can dilute link, similar to the ccTLD approach but without the geo-targeting advantages.

gTLD With Parameters

This is the setup where you add parameters at the end of the URL to indicate the language of the page, such as website.com/?lang=en.

I strongly advise against this setup, as it can present multiple technical SEO challenges and trust issues.

4. Understand Your Hreflang Setup

In the words of John Mueller: hreflang can be one of the most complex aspects of SEO.

Screenshot from Twitter, May 2024

Hreflang reminds me of a multilingual form of a canonical tag, where we tell search engines that one document is a version of the other and explain the relationship between them.

I find hreflang implementation very interesting from a technical point of view. Because development teams mostly manage it, and it can be very much hit or miss.

Often, hreflang is constructed from existing fields in your content management system (CMS) or content database.

You might find that your development team is pulling the HTML lang tag, which follows a different ISO standard than hreflang, leading to a broken implementation.

Other times, there is a field in your CMS that your development team pulls from to build your hreflang setup.

Finding out how your hreflang tags are generated can be extremely helpful in identifying the sources of different issues or mitigating potential risks.

So speak to your engineering team and ask them how you’re currently generating hreflang.

5. Implement Hreflang Without Errors

There are three ways to implement hreflang on your site:

  • On your sitemap.
  • Through your HTTP header.
  • On your HTML head.

The method most of us are most familiar with is the HTML head. And while you can use more than one method, they should match each other perfectly. Otherwise, you risk confusing search engines.

Here are some basic rules for getting it done correctly:

  • In your hreflang implementation, the URL must include domain and protocol.
  • You must follow the ISO 639-1 language codes – don’t go around making up your own.
  • Hreflang tags must be reciprocal. If the page you’re listing as a language alternative does not list you back, your implementation won’t work.
  • Audit your hreflang regularly. My favorite tool for this, since it added the hreflang cluster analysis and link graphs, is Ahrefs. For the record, Ahrefs is not paying me to say this; it’s a genuine recommendation and has helped me a lot in my work.
  • You should only have one page per language.
  • Your hreflang URLs should be self-canonicalizing and respond with a 200 code.

Follow the above rules, and you’ll avoid the most common hreflang mistakes that SEO pros make.

And if you’re interested in the technical SEO aspect beyond hreflang, I recommend reading Mind your language by Rob Owen.

Part III: Invest In Content Incrementally

6. Translate Your Top-performing Content Topics

Now that you have the basic commercial and technical knowledge covered, you’re ready to start creating a content strategy.

You likely have a wealth of content in your core market that can be recycled. But you want to focus on translating high-converting topics, not just any topic; otherwise, you might be wasting your budget!

Let’s go step by step.

Cluster Your Website’s Content By Topic

  • Crawl your site using your favorite SEO tool and extract the URL and H1.
  • Use ChatGPT to classify that list of URLs into topics. You might already know what you usually write about, so include those topics in your prompt. You don’t want to have a classification that’s too granular, so you can prompt chatGPT to only create groups with a minimum of 10 URLs (adjust this to reflect the size of your website) and class everything else as other. This is an example of what your prompt might look like: “I will provide you with a list of article titles and their corresponding URL. Classify this list into the following topics: survey best practices, research and analysis, employee surveys, market research and others. Return this in a table format with the URL, title and group name.”
  • Start a spreadsheet with all your URLs in the first column, titles in the second column, and the group they belong to in the third column.

Measure Your Performance By Topic

  • Export your GSC data and use a =VLOOKUP formula to match your clicks to your URLs.
  • Export your conversion data and use a =VLOOKUP formula to match your conversions (leads, sales, sign-ups, or revenue) to the right URL.
  • You can then copy your topics column onto a new sheet. Remove duplicates and use the =SUMIF formula to aggregate your click data and conversion data by topic.

Choose What Topics You’ll Be Translating First

Using this data, you can now choose what topics are most likely to drive conversions based on your core market data. Choose how many topics or pieces of content you’ll be translating based on your budget.

Personally, I like translating one topic at a time because I’ve found that generating topical authority on one specific topic makes it easier for me to rank on an adjacent topic that I write about next.

7. Localize Your English Content

Once you’re set up with all your key pages and a few content topics, it’s time to evaluate your investment and see where you could be getting a bigger return.

At this stage, many companies have translated their content into a few different languages and likely copied the US content into their UK and Australian sites. Now that you’ve done some translation, it’s time to work on localization.

If you’ve just copied your US content into your UK and Australian sites, your Google Search Console indexing report might be screaming at you, “Duplicate, Google selected a different canonical than the user.”

A very easy fix that could yield great returns is to localize your English content to the nuances of those English-speaking markets.

You will want to instruct your translation and localization providers to adapt the spellings of certain words, change the choice of words, introduce local expressions, and update any cited statistic for the US with their local equivalent.

For example, if I’m targeting a British audience, “analyze” becomes “analyse,” a “stroller” becomes a “pram,” and “soccer” becomes “football.”

8. Invest In In-market Content

Once you’ve got the basics in place, you can start tackling the specific needs of other markets. This strategy is expensive, and you should only use it in your priority markets, but it can really set you apart from your competitors.

For this, you will need to work with a local linguist to identify pain points, use cases, or needs exclusive to your target market.

For example, if France suddenly made it mandatory to run a diversity and inclusion study for companies with over 250 employees, I’d want to know this and create some content on DEI surveys at SurveyMonkey.

9. Integrate With Other Content Workflows

In step six, we evaluated our top-performing content, chose the best articles to translate, and got it all down. But wait. Some of these source articles have been updated. And there is even more content now!

To run a successful international SEO campaign you must integrate with all the other teams publishing content within your organization.

Usually, the teams creating content in an organization are SEO, content, PR, product marketing, demand generation, customer marketing, customer service, customer education, or solutions engineering.

That’s a lot, and you won’t be able to integrate with everyone all at once. Prioritize the teams that create the most revenue-generating content, such as SEO, content, or product marketing.

Working with these teams, you will have to establish a process for what happens when they create a new piece, update some content, or remove an existing piece.

These processes can differ for everyone, but I can tell you what I do with my team and hope it inspires you.

  • When a piece of content that’s already been localized into international markets is updated, we get the content in a queue to be re-localized the next quarter.
  • When they create a new piece of content, we evaluate its performance, and if it’s performing above average, we add it to a localization queue for the next quarter.
  • When they change the URL of a piece of content or delete it, all international sites must follow suit at the same time, since due to some technical limitations, not making the change globally would create some hreflang issues.

Wrapping Up

International SEO is vast and complex, and no article can cover it all, but many interesting resources have been created by SEO pros across the community for those who want to learn more.

Navigating the complexities of international SEO is no small feat. It’s an intricate dance of aligning commercial strategies with technical precision, cultural insights, and data-driven decisions.

From understanding your company’s core motives for global expansion to meticulously implementing hreflang tags and localizing content, every step plays a crucial role in building a successful international presence.

More resources: 


Featured Image: BritCats Studio/Shutterstock



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Google’s AI Vision Driven By Panic, Not Users: Former Product Manager

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Hand pressing the red button. vector illustration

A 16-year Google veteran is raising concerns about the company’s current focus on AI, labeling it a “panic reaction” driven by fear of falling behind competitors.

Scott Jenson, who left Google last month, took to LinkedIn to critique the tech giant’s AI projects as “poorly motivated and driven by this mindless panic that as long as it had ‘AI’ in it, it would be great.”

Veteran’s Criticism Of Google’s AI Focus

Jenson stated that Google’s vision of creating an AI assistant for its ecosystem is “pure catnip” fueled by the fear of letting someone else get there first.

He parallels the ill-fated Google+ product, which he calls a “similar hysterical reaction” to Facebook’s rise.

Jenson wrote:

“This exact thing happened 13 years ago with Google+ (I was there for that fiasco as well). That was a similar hysterical reaction but to Facebook.”

Lack Of User-Driven Motivation

Jenson argues that Google’s strategy lacks motivation driven by genuine user needs, a sentiment echoed by a recent Gizmodo article that described this year’s Google I/O developer conference as “the most boring ever.”

The article, which Jenson linked to in his post, criticized Google for failing to clarify how Gemini’s new AI technology would integrate into its existing products and enhance the user experience.

See Jenson’s full post below:

Can You Turn Off Google’s AI Overviews?

One prime example of Google’s AI overreach is the AI overviews feature, which generates summaries to directly answer search queries by ingesting information from across the web.

This controversial move has sparked legal battles, with publishers accusing Google of violating intellectual property rights and unfairly profiting from their content without permission.

Related: Google’s AI Overviews Documentation: Key SEO Insights

Turning Off AI Overviews

While Google doesn’t provide an official setting to turn off AI overviews, a viral article from Tom’s Hardware suggests using browser extensions.

Alternatively, you can configure Chrome to go directly to web search results, bypassing the AI-generated overviews.

Here are the steps:

  • Open Chrome settings by clicking the three dots in the top-right corner and selecting “Settings” from the menu.
  • In the Settings window, click on the “Search Engine” tab on the left side.
  • Under the “Search Engine” section, click “Manage search engines and site search.”
  • Scroll down to the “Site search” area and click “Add” to create a new entry.

In the new entry, enter the following details:

  • Name: Google (Web)
  • Shortcut: www.google.com
  • URL: {google:baseURL}/search?udm=14&q=%s
  • Click “Add
Screenshot from: chrome://settings/searchEngines, May 2024.

Lastly, click the three dots next to the new “Google (Web)” entry and select “Make default.”

1716224163 590 Googles AI Vision Driven By Panic Not Users Former ProductScreenshot from: chrome://settings/searchEngines, May 2024.

After following these steps, Chrome will now default to showing regular web search results instead of the AI overview summaries when you perform searches from the address bar.

Tensions Over Data Usage

The controversy surrounding AI overviews creates tension between tech companies and content creators over using online data for AI training.

Publishers argue that Google’s AI summaries could siphon website traffic, threatening independent creators’ revenue streams, which rely on search referrals.

The debate reflects the need for updated frameworks to balance innovation and fair compensation for content creators, maintaining a sustainable open internet ecosystem.


FAQ

What concerns has Scott Jenson raised about Google’s AI focus?

Scott Jenson, a former Google product manager, has expressed concerns that Google’s current AI focus is more of a “panic reaction” to stay ahead of competitors rather than addressing user needs. He critiques Google’s AI initiatives as poorly motivated and driven by a fear of letting others get ahead.

How does Scott Jenson compare Google’s AI strategy to past projects?

Jenson parallels Google’s current AI focus and the company’s response to Facebook years ago with Google+. He describes both as “hysterical reactions” driven by competition, which, in the case of Google+, resulted in a product that failed to meet its objectives.

Why are content creators concerned about Google’s AI overviews?

Content creators worry that Google’s AI overviews, which generate summaries by ingesting web content, could reduce site traffic. They argue that this practice is unfair as it uses their content without permission and impacts their revenue streams that rely on search referrals.

How can users turn off Google’s AI overviews in Chrome?

Although no official setting exists to disable AI overviews, users can use a workaround by enabling a specific Chrome setting or using a browser extension.

Here are the steps:

  • Open Chrome settings by clicking the three dots in the top-right corner and selecting “Settings” from the menu.
  • In the Settings window, click on the “Search Engine” tab on the left side.
  • Under the “Search Engine” section, click “Manage search engines and site search.”
  • Scroll down to the “Site search” area and click “Add” to create a new entry.

In the new entry, enter the following details:

    • Name: Google (Web)
    • Shortcut: www.google.com
    • URL: {google:baseURL}/search?udm=14&q=%s
    • Click “Add

This will force Chrome to skip AI-generated overviews and show the classic list of web links.


Featured Image: Sira Anamwong/Shutterstock

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