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Ultimately, one thing you'll want to make sure you're tracking is how your regionalized pages are being discovered by search engines and displayed for the keywords on your list. At the end of the day, this comes down to rank checking. But you'll also find that regularly monitoring your site will help not just with knowing where you rank for keywords in which countries and search engines, but it will also show you how competitive your site is, how successful it is in driving the right kind of organic search traffic, and constantly identifying areas where you can make some improvements.

Since we're talking about rank checking, it's important to understand that search engines have come a long way in personalizing results. In the old days of SEO, there was one search engine that returned the same results to everyone, keyword by keyword. But these days because of all the differences that can show up depending on where you are and who you are, keyword rankings themselves have been made less clear and, frankly, a little less important than they once were. That is to say, we need more than just a rank number to evaluate and monitor progress these days.

We want a more holistic measure of search visibility. You'll want to keep this in mind if you use keyword ranking as a success indicator. That said, there are many tools for tracking or monitoring search visibility. Some of our favorites are the ones we've already looked at in this course, like Webmaster Tools from Google, Moz, Google Analytics, and SEMrush. We've seen briefly that in Google Webmaster Tools you can use search query reports to view how many impressions your keywords generate in search results pages on Google, and you can track clickthroughs and average ranking positions.

You can also drill down to discover which pages on your site are displayed for the search query and on what page. On this report you can identify pages that are performing well and those that can could use a little improvement. For example, let's drill into a search term that should have a very high clickthrough rate, the actual name of my company. Here I can see that the vast majority of clicks to my site on this keyword went to my home page, which is probably very appropriate. Remember how we said different people will see different rankings for the same exact keyword? Scrolling down you can see a bit of a histogram view of the positions my pages appeared in.

Again, in this case, we've done a pretty good job of ranking for our own name globally, which is hopefully not that much of a challenge. But let's go back and apply a geographic filter. This time let's take a look at how we're doing in the UK. We do a lot of analytics consulting work, so it's not surprising to see people finding us on queries that have to do with things like Google Analytics and Site Catalyst, which was the previous name of Adobe Analytics that's still widely used. So let's focus on these two rows here where the only difference is that one version has been compressed into one word.

Combined, that's actually a fair amount of search impressions comparatively, and we see low clickthrough rates and not the best average positions. Drilling down into this first variation, we can see that's there's really just one page driving this search result, and it's hovering around that 4 and 5 spot in the UK. This means while we're getting traction in the UK, we may want to give this page a bit of a boost there. The first step may be to create a UK-specific version of the page and outfit it with all the hreflang or metadata that we can to tell the search engines we've got a UK focus.

We might also choose to review it in more detail for on-page technical SEO factors. We might point a few relevant internal links at it. Or we might try to build some external links pointing to it from local UK websites. Of course, once we've done that, we'll keep coming back to this report to see what impact we're making. Don't forget to head over to your analytics tools to make sure that this new UK Adobe Analytics traffic that's hopefully coming to our site now is actually valuable traffic. Are they converting on our business objectives? Generally getting in the habit of viewing the search query and top pages reports regularly to track your keyword visibility in the context of countries that you're targeting is a good idea.

As we've said before in this course, remember to download this data every month or so since it's only kept for 90 days. You can also take advantage of third-party paid tools to help you monitor keywords over time. For example, to view ranking data for each of your international sections, you can use tools like the Moz Campaigns feature. Now this lets you enter a list of keywords to be tracked on specific geo-targeted search engines over time. It will show you how all of those international keywords are performing. Here I've clicked on the Engines tab, and you can see side-by-side comparisons for the keywords we're targeting in Google's US and Canadian search engines as well as the US version of Bing.

I can quickly see any changes over the previous period. Having this data lets you trend these things over time. Beyond rankings or search query visibility, you can also track the growth of your external back links using Google Webmaster Tools or third-party tools, like Moz's Open Site Explorer or within a Campaign. Using the Link Analysis tool here on Moz, I can quickly scan my list of Inbound Links or Linking Domains for telltale signs of a local focus. Back to our earlier example, if I'm really focused on improving a page's search visibility in the UK, I can search for domain extensions of .co.uk or UK subdomains or UK folders to get a quick and dirty sense of how I'm doing in those endeavors.

Of course, this data can be downloaded and then further manipulated and analyzed as well for more accuracy. Back in Google Webmaster Tools, you can look at the links to your site report to get a glimpse of the domains and pages that Google knows are linking to you. At the end of the day, you want to make sure that you're monitoring the right things. If you can't take action from a metric or a report, then chances are it's not worth reporting on. If you're focused only on ranking number one for a term, you might waste a lot of time and energy when the traffic that comes in on that term isn't engaged or converting on your business goals.

So ultimately, improving your organic channels' performance internationally is an ongoing process, and one that is made easier by being aware of your holistic search visibility across the countries and languages that you target, and recommending and taking specific and appropriate actions.

As your international SEO efforts get underway, you'll want a reliable method for measuring and reporting on success. While we've looked at some basic reports, one of the key features of enterprise analytics tools is the ability to create and apply segments to whatever set of data you may be looking at. Segments can be comprised of just about any criteria that you can think of, including language and location. While any major analytics tool has this functionality, we're gonna once again use Google Analytics to show how this works.

The key here, is that whatever KPIs you've determined to measure your SEO performance, with segments, you can look at them in the context of each regionalized section of your website. The key here, is that whatever KPIs you've determined to measure your SEO performance, with segments, you can look at them in the context of each regionalized audience target. Let's take an example, of a global ecommerce site in a transaction report. Here, we can see the revenue created by all the transactions on the site, but you'll notice at the top here that we're looking at all sessions.

If we wanted to evaluate how, say, only North American sessions performed, all we have to do is add a new segment. So, we can name this segment "North America", and use the demographics area to define this segment for only people coming from the subcontinent region of Northern America. When we save and apply that segment, we can see that this report is now only showing North American transactions. If we wanted to compare that with, say, European traffic, we can just go and create another segment for the continent of Europe and then apply that one as well.

Or, if we wanted to drill into a more granular view of North America, we can just create a new segment for the U.S. and one for Canada, apply them, and then we'll be able to see just how these break down. As I'm building these segments, notice that I can also add language components to my criteria, and as you get more comfortable with this tool, you can create just about any combination of "and" and "or" statements to match whatever criteria you could dream up, so that you can define and explore the data behind your segments.

Here, I'm left with a direct comparison of these two segments that can help me measure the success or failure of my efforts targeting each location. Last, let's go back and add that language component by creating two more segments: one for English-speaking Canadians, and one for French-speaking Canadians. This time add in the language component by using the "contains" match type and then the "en" or the "fr" language codes, and once I've saved them, I can apply these two segments to my report to compare them side-by-side.

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Segments like these can be applied to just about any report in your analytics package, making it easy to measure the KPIs that you need at the levels of country and language required for international SEO. And proper measurement against your goals, will help you to continue to improve performance and let you know how your international Search visibility efforts in other countries and languages are paying off.

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