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How to win with featured snippets | International SEO

If you’re interested in finding out more on this topic, you can read our free guide on how to be featured in Google’s answer box here:

Izzi Smith, SEO Manager at Sixt, talks about featured snippets and how to make the most of them.

Skip to:

(00:28) Why should businesses be thinking about featured snippets? Why are featured snippets so important for SEO?

(01:14) Some queries and some types of content are more suited to appearing in featured snippets than others. Where should you start when trying to determine which webpages or types of content to focus on optimising for featured snippets?

(02:56) One concern that some businesses have regarding featured snippets is that if they give people the answer in the search results, then these people are not going to visit the website. This is a problem because the purpose of websites is to get people to visit them and generate conversions. How can businesses use featured snippets without them stopping all their website traffic?

(04:02) What about the actual content itself that goes into the featured snippet? What do you need to be doing differently on your webpages to inform the search engines that this content could work well in a featured snippet?

(05:12) Position zero is a coveted spot! There is only one featured snippet for every keyword so it is quite competitive. What can people do to ensure they have an edge over their competitors and end up in position zero?

(06:44) What about if you’re doing this on an international scale, targeting different countries and different languages? Have you seen any differences in the way featured snippets work internationally?

(08:08) Sixt has seen good results with featured snippets. What kind of success rate have you seen and what impact has it had on your business and conversions?

(09:58) How can you track whether you are appearing in featured snippets?

(11:19) What are your top tips for businesses wanting to optimise for featured snippets?

My Secret Strategies For Global Brand Expansion

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Neil, you’ve been expanding your online marketing brand globally into Brazil. What don’t you just tell us a little bit about how that’s going?

It’s been going well. Brazil’s done well.

Funny enough, because there’s no competition in the currency exchange and we have this global brand expansion model where we don’t bring the money back into the US, and we just dump it all back into growth and the people who are local, we found that our revenue growth is just skyrocketing.

There’s just people looking for solutions, but no one’s offering them anything because people don’t want to expand into places like Brazil when there are recessions.

But it’s going well. Within 12 months of creating the business, we hit over $100,000 a month in profit, within 12 months.

When I went to Brazil, no one knew who I was, but there was no competition. Everyone was like, oh, this is amazing!

This American or this gringo’s coming, and look what he’s teaching us. This sounds cool.

I would give a lecture at a conference. I gave a lecture at a conference called RD Summit in Florianopolis, Brazil.

The microphone and the audio, everything was messed up. Speaking to 5,000 people, and most of them don’t speak English. 96 plus percent of Brazil doesn’t speak English.

So they have headsets in. People can’t understand me because my mic’s going out, and we people are like, we love your speech.

Thank you for coming. We want to do business even though most of the audience couldn’t hear what I was saying because the microphone was out. A lot of times, the translators, because they don’t know marketing, they’re not getting the full message because there are some semantics and some issues.

They don’t understand what link building is or how to explain it. You can’t just do a literal translation, right? You have to adjust it to the audience.

But we’re still growing. There’s just no competition with our global brand expansion right now. I think my ad agency in Brazil within a few years can hit $10 million a year, which isn’t too shabby just for being in Brazil. There’s so much potential there.

What’s your process for finding operators? As you keep expanding internationally, you’re delegating a lot of the work and responsibility.

I overpay, but I make people work for it before I overpay. I’ll hit people up, and I’ll go on LinkedIn and try to find people, or I’ll just put out ads everywhere.

I’ll expect people to work for free or dirt cheap for the first 30 to 60 days or even 90 days. Once they prove it or prove to me that they can do well, I’ll pay them way more than they can get anywhere else, and then it’s their job to expand, grow and figure things out.

But I’m looking for people who can just figure things out on their own and are scrappy and creative. I’m not looking for that Harvard graduate.

I’m not looking for that person who got perfect on their SATs. I’m looking for that person who didn’t grow up with money. They always had to fight the good fight and figure out creative ways to succeed or put food on the table.

I’m looking for that person who doesn’t give up and is willing to do whatever, as long as they’re following the laws and not doing anything unethical, to just go out there and figure out how to make things happen.

I’m looking for people who believe in the longterm vision and believe in people.

I learned this from Richard Branson. He and I were speaking at a conference together, and he told me one piece of advice that resonated with me: you can’t build a company without the people.

It’s not the idea. It’s not the concept. It’s the people and the team that makes a company.

Find the right people. Pay whatever it is to get them because, without them, you won’t have a big enough operation, and that’s what people forget.

And for all of you that are watching or listening, don’t forget, when you start making money, it’s not about just pocketing it, buying the biggest home or doing well.

Don’t forget about the people who got you where you are today or who helped you get there. Take care of them because when you’re struggling, because things always don’t go up, there’s recessions, market crashes, companies go in and out.

A competitor who’s crazy like me may be offering your product or service for free tomorrow, which can screw up your revenue.

But the people that you invested in that had your back will be there during your down times.

So invest in them, and don’t be greedy and feel that you deserve all the profit. Everyone on the team should be rewarded because they helped you get to where you are today.

Which ranking factors matter most? | International SEO

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Shyam Dattani from Searchmetrics joins us to discuss the results of its latest ranking study. He talks about how online businesses can improve search engine rankings by prioritising relevance and high-quality content, and how traditional ranking factors may be decreasing in importance. He also highlights differences between countries and industry sectors when it comes to search rankings.

Skip to:

(00:17) Searchmetrics regularly conducts studies into ranking factors. What are the latest findings?

Key takeaways:
– We analysed ranking factors for this year versus last year and found that traditional “checkbox” factors (such as title and meta tags) are declining in importance.
– Instead, we found that relevancy is a very strong ranking factor with an almost perfect correlation with the actual search rankings.

(03:23) Did you find any interesting or significant differences between countries or are search rankings the same all around the world?

Key takeaways:
– There are definite differences between markets.
– The English-speaking markets tend to be ahead of the curve.
– In places like the Nordics and Turkey, the actual search ranking algorithms are further behind, meaning that traditional ranking factors are more important than relevancy in these markets.
– However, if you are targeting these non-English speaking markets, it is worth optimising for relevancy now so that you are prepared for when they do finally catch up to the curve.
– There are also differences by industry.

(05:31) What are the best strategies to rank highly for relevant search terms?

Key takeaways:
– Your technical SEO needs to be good.
– Remember that you are optimising for a user, not for Google.
– Concentrate on what the user wants to find on your page and produce this content.
– Remember that one topic does not equal one keyword. There will be multiple keywords per topic.

(08:40) Are traditional SEO factors, like title tags and meta tags, still important?

Key takeaways:
– Yes, they are still important and you should still make sure that you use title tags and meta tags etc. You just need to be aware that relevancy is now something that you should also be focusing on.

(11:06) How do you think search engine ranking factors will change in the future?

Key takeaways:
– I think SEO will become closer to content marketing than ever before.

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Tips For Rolling Out An International Mobile Site | International SEO

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Liang Chen from RS Components joins us to discuss the SEO secrets behind launching a successful mobile site. We talk about the various SEO tactics that can be used to make sure that your site is visible in mobile results and the different ways in which a mobile presence can be achieved. Liang also talks about the different attributes from different search engines that have to be considered to be successful on a global level.

Skip to:
(00:20) A global mobile website rollout is something you’ve done recently at RS Components. What was the reason for doing that?
(01:11) What criteria did you take into account when deciding how to structure your mobile website?
(02:18) Once you decided on your approach and are starting to build your mobile website, what are the main things to ensure you get right?
(03:18) You have to make sure that Google knows which version of your website is for desktop and which version is for mobile. How do you do that?
(04:16) When you are rolling a mobile website out globally, you need to take into considering more search engines than just Google. What extra things do you need to think about when you’re targeting other search engines like Baidu or Yandex?
(05:36) With any rollout, the key is to not cause any disruption to your website and your users. What steps can you put in place to make the rollout process as quick and efficient as possible?
(07:24) How quickly do you see results from a global mobile website rollout?
(08:25) On an ongoing basis, once you’ve rolled out your global website and it’s live, what do you need to keep on top of it and make sure that it continues to perform properly?

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

How to manage SEO on a global scale | International SEO

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Working in so many markets, Vodafone’s SEO strategy has to be very carefully constructed. Nick Wilsdon, Vodafone’s Lead SEO for Global, explains how it is important to share knowledge between markets, centralise reports and introduce automation. He also speaks about encouraging different teams around the world by being able to measure local successes.

This in-depth interview with Nick Wilsdon from Vodafone provides a unique insight into managing SEO from the perspective of one of the world’s biggest mobile operators.

Skip to:

(00:19) How many markets and languages is Vodafone operating in?

Key takeaways:
– Vodafone operates in 22 core markets and 65+ partner markets and has 438 million mobile customers.

(01:18) What are the fundamentals that you need to have in place as a centralised manager of an international SEO project?

Key takeaways:
– Vodafone built an SEO community within the company with social channels and webinars where all the SEO specialists can share their knowledge and expertise.
– Vodafone allows different markets to try different strategies and then present these case studies to the rest of the group. Successful strategies can then be adopted by the rest of the company.

(04:40) How do you effectively communicate with your global teams where they have to adhere to brand guidelines and where they have the freedom to be different?

Key takeaways:
– Vodafone has global brand guidelines and provides assets for a wide variety of things, for example for app store icons and for individual marketing campaigns.

(06:06) When it comes to reporting and analysing data, it must be a challenge if you’ve got teams in each market as they will potentially be collecting data in a slightly different way. What tips do you have for how to centralise reporting and make the process more efficient?

Key takeaways:
– All data needs to be automated in order for centralised reporting to work.
– Gamification has proven to be a successful strategy to motivate different markets.

(09:13) In your experience, what has been the most effective way to manage geo-targeting on such a large scale?

Key takeaways:
– Implementing hreflang tags has been incredibly useful and effective.
– You should also ensure that your content is specifically tailored to each market you are targeting.

(10:15) How do you deal with duplicate content on such a large international website?

Key takeaways:
– Many tools now allow you to identify where you have duplicate content.
– Having a dedicated process with regards to duplicate content within the SEO team also helps.

(11:12) A mobile operator needs to have a good mobile experience! How do you make sure that your mobile website and app are top-notch?

Key takeaways:
– Vodafone has been concentrating on mobile optimisation strategies such as app indexation and deep linking.
– The implementation of AMP (accelerated mobile pages) has also been important.
– It is advisable to use a tag management system as an SEO data layer. It is useful for running proof of concepts and getting around blockages.

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

How to target global markets through international SEO | International SEO

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Jesse James Woods, an SEO Analyst at the travel site Kayak, talks to us about international SEO. With Kayak currently working in 36 countries across the world, we discuss how best to overcome the nuances in foreign markets and create a local experience. Jesse also talks about using tools to improve SEO insights and processes, the challenges of implementing hreflang, and the differing approaches of the global search engines in crawling and indexing websites.

This in-depth interview with Jesse James Woods, from the well-known travel website Kayak, provides a unique insight into international SEO from the perspective of one of the biggest names in travel.

Skip to:
(00:19) How many markets is Kayak active in and how many languages does Kayak have on its website?
(00:36) When you’re dealing with global languages, such as English and Spanish which are used in multiple countries, how do you handle that from an SEO point of view?
(01:38) What tools do you use to find out which keywords people are searching for in different markets? Are there any other tools that are useful for international SEO?
(02:29) How regularly do you go back to these tools to conduct new research and check that your information is still up-to-date?
(03:07) What are the biggest challenges for implementing hreflang and what do you do to ensure that it is working correctly on your website?
(04:53) With hreflang, paginated pages can be a challenge. How do you handle that?
(05:57) What are the main things to consider from an international SEO perspective when internally linking between websites?
(07:19) What are your recommendations for the best ways to build links to your website from external websites?
(08:28) Do you always replicate every page from your .com site to all the languages you target, or do you decide on a page-by-page basis?
(09:35) Another important development is the mobile-first index from Google. What impact is that going to have for brands with big international websites? What should they be doing to prepare?

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

How to implement international SEO for the travel sector | International SEO

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

Travel is a particularly competitive industry, with a lot of players, making ranking highly in the search results a big challenge. Lefto Chatziandreou, Global SEO at Trivago, discusses some of the major international SEO challenges for travel websites and shares some tips for utilising the available tools and boosting SERP visibility.

02:30 How do you optimise for new features such as position 0, carousels?
– You need to decide if it is worth putting the effort in to optimise for these things, if it will add enough value.
– You also need to think about how users are searching for your content – so that you can provide relevant, useful results. Position 0 is great for getting more visibility in the SERPs, but you need to find the balance of not giving too much away, and still giving users a reason to visit your site.

06:13 What are the most important factors to consider for international SEO?
– Consistency, scale and getting the right combination of global and local.

07:44 How do you ensure that local teams stay consistent and on brand?
– Process – if there is a process in place, it is clear to people what they should follow. But you need to be prepared to listen and learn from each market- and adapt processes if needed.

09:47 How do you combine translation and SEO so they work together?

12:20 How do you approach content creation and how does it fit with International SEO?

Watch the full interview for actionable tips on how to implement international SEO, the importance of SEO for the travel industry and how to create effective SEO processes and workflows.

If you’re interested in finding out more on international SEO, check out a selection of our guides and videos on the subject here:

How and why to migrate to HTTPS | International SEO

Read Fili’s guide to https here or visit to download our free guide to https in an international context.

Fili Wiese from Searchbrothers.com joins us to discuss https and why all businesses should ensure their websites are using it. He shares some of the common mistakes, as well as what to consider at each stage of the process – from planning to post-implementation.

His recommendations include testing everything on a development site before migration, monitoring log files on an on-going basis and where possible updating inbound links to the https url.

Another tip relates to http/2, and the fact that moving to http/2 at the same time https makes sense. http/2 is more related to site speed than security but it is more efficient to do both together.

He also gives specific advice relating to international websites, including ensuring hreflang annotations are updated and utilising Google Search Console to monitor sites by language, country or region.

While every site should consider moving, a good tip is to do an SEO audit before moving. As Google will recrawl a site when moving to https, making changes and fixing issues before migration will ensure that all improvements are picked up quickly.

Read Fili’s guide to https here or visit to download our free guide to https in an international SEO context.

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