From Chaos To Clarity: Structuring International SEO for Real Impact

International SEO can feel like a mess: too many markets, disconnected teams, conflicting KPIs. Rankings go up, traffic comes in: but does it actually convert? In this session, Megan Hordijk shares how to bring structure to international search strategies using her frameworks. You will learn how to move beyond surface metrics and start aligning SEO, CRO and data across teams and countries. With real examples and hands-on tips, she will show you how to uncover the friction points that hold back results and how to fix them. Because in a world where everyone is scaling, the real win is not doing more, but doing better.

Transcript

2. Owner Growth Circuit Data Driven SEO MORE ABOUT ME Marketeer ⟶ Race Engineer
3. Owner Growth Circuit Data Driven SEO MORE ABOUT ME Marketeer ⟶ Race Engineer
4. Owner Growth Circuit Data Driven SEO MORE ABOUT ME Marketeer ⟶ Race Engineer
5. “The perfect succes story”
6. Which country should we invest more budget in?
7. I realized my success metrics were mostly vanity metrics
8. How do we fix this chaos?
9. THIS TALK 1. How to measure SEO influence across countries 2. How to diagnose SEO or CRO bottlenecks 3. How to make smarter international budget decisions
10. But do people buy because of our SEO work? Or would they have bought from us anyway?
11. Too many touchpoints
12. Too many touchpoints
13. Too many touchpoints
14. Too many touchpoints
15. Too many touchpoints
16. I am going to stop trying to prove perfect attribution
17. I am going to stop trying to prove perfect attribution
18. LICERIA & CO. | 15 JANUARY 2023 WHAT NOW?
19. LICERIA & CO. | 15 JANUARY 2023 WHAT NOW? SEO ATTRIBUTION
20. LICERIA & CO. | 15 JANUARY 2023 WHAT NOW? SEO ATTRIBUTION ‘SEO INFLUENCE’ “DID OUR SEO WORK PLAY A ROLE IN THEIR JOURNEY?”
21. LICERIA & CO. | 15 JANUARY 2023 WHAT NOW? SEO ATTRIBUTION ‘SEO INFLUENCE’
22. Website visitors Organic visitors
23. People who land on branded pages People who land on non-branded pages People who land on optimized pages People who land on non-optimized pages Website visitors Organic visitors
24. People who land on branded pages People who land on non-branded pages People who land on optimized pages People who land on non-optimized pages Website visitors Organic visitors “INTRA CHANNEL ATTRIBUTION”
25. People who land on branded pages People who land on non-branded pages Website visitors “INTRA CHANNEL ATTRIBUTION” People who land on optimized pages People who land on non-optimized pages Organic visitors
26. People who land on branded pages People who land on non-branded pages Website visitors “INTRA CHANNEL ATTRIBUTION” People who land on optimized pages People who land on non-optimized pages Organic visitors Branded pages Non branded pages Optimized pages Non-optimized pages
27. SO WHAT DOES THIS LOOK LIKE IN PRACTICE?
28. Which country will get more SEO budget?
29. “SEO in Spain is performing better than France”
31. Our content influenced 5% of our converters
32. Our content influenced 5% of our converters
33. Our content influenced 21% of our converters Our content influenced 5% of our converters
34. Is the content properly localized? Are we targeting the wrong intent? Is it a UX problem? Our content influenced 5% of our converters Our content influenced 21% of our converters
35. Which country should we invest more budget in?
36. How can we dig deeper?
37. Easier Harder Deeper insights Basic view
42. EXAMPLES OF USEFUL SEGMENTS
43. EXAMPLES OF USEFUL SEGMENTS
44. Brand building Thought leadership Word-of- mouth impact Trust building Topical authority WE DON’T NEED AND WANT TO MEASURE EVERYTHING
45. SUMMARY: HOW CAN WE FIX THE CHAOS AND MAKE MORE SEO IMPACT? 1.Segment your data 2.Measure SEO influence, not only attribution 3.Compare markets by influence % 4.Make strategy decisions based on data, like a race engineer
46. WHAT YOU CAN DO ON MONDAY Create your first audience segment in GA4 Segment 1: visitors to your optimized pages Segment 2: converters Look for the overlap in your top 3 markets
47. Need a race engineer? THANK YOU! Download my slides More information about GA4 segments Megan Hordijk