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Languages and Countries:Growing Internationally the Right WayKATE MORRIS
@katemorris
@katemorris$$$$$$
It Doesn’t Happen Overnight
@katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
Getting to Know the Players
Global Search EngineOperations
Google Operates by CountryThis isGoogleEstoniagoogle.ee
Not by LanguageNotGoogleEstonian
They offer Google Estonia in popular languages of that country.
@katemorrisGoogle Keyword ToolKeyword: [mobile security] Language: All Language: English Language: FrenchCountry: All 9,90...
No mention of language
All Bing.com
But they are country focused.
@katemorrisYou should use the Geo-Targeting feature for sites or sections of a site that havebeen created for an audience ...
Searcher Process
@katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person ...
@katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person ...
@katemorris# Countries per Official LanguageLanguage World CountriesEnglish 59 India, United States, Pakistan, United King...
South African Official Languages:Afrikaans, English, Southern Ndebele, Northern Sotho, SouthernSotho, Swazi, Tsonga, Tswan...
India has 23 Official Languages
Searchers Don’t Always Click onHome Country ccTLDs
@katemorrisSERP Turkey + Mechanical Turk
@katemorrisFTP ClientVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalfilezilla-project.org/ 0 3 0 2 0 1 6www.smartftp.com/ 1 1 1 ...
@katemorrisThings to do in Las VegasVar 1 Var 2 Var 3 Totalwww.vegas.com/attractions/3 2 7 12www.tripadvisor.co.uk/Attract...
@katemorrisSkipping RopeVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalen.wikipedia.org/wiki/Skipping_rope 2 6 4 1 2 5 20www.ama...
@katemorrisTest for Yourself
Picking a Strategy
@katemorrisThere are Three Options
Translate OnlyGeo-Target OnlyTranslate & Geo-Target
@katemorrisDoes your business change in differentcountries?YesNoAre you targeting countries that havedifferent languages t...
Geo-target Only
@katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Will...
@katemorrisExample Site
@katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages tha...
How Do I Geo-Target?
Make sure the content and marketingare different and targeted.
@katemorrisIt took this site almost 2 years to rank with a ccTLDIndia SiteMain Site
What about URL Structure?SubdomainDirectoryccTLDParameters
Link Building is alittle harder forthese two options
Set Up Google Webmaster ToolsCountry Targeting
Set Up Bing Webmaster ToolsCountry Targeting
Don’t Use HREFLANG
What about product pages???
@katemorrisDon’t use IP detection forcountry targeting.
But do verify …
Outreach is best from someonenative to the country.
Translate Only
@katemorrisThis solution is best for businesses that:• Don’t change their business offering indifferent countries (not e-c...
@katemorrisExample Site
@katemorrisDoes your business change in differentcountries?No Would it make sense to aninternational visitor to see differ...
Tips for Dealing withTranslation Only
Don’t Machine Translate
Manual Translation is Costlybut Best
Put HREFLANG in XML Sitemaps
Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/...
What about URL Structure?SubdomainDirectoryccTLDParameters
@katemorrisDon’t use ccTLDs,otherwise it’s up to you.
Geo-target and Translate
@katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Will...
@katemorrisExample Site: UK
@katemorrisExample Site: Canada
@katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages tha...
How do I Translate andGeo-Target?
@katemorrisUse HREFLANG inside the countrytargeted content.United StatesFocused Content(English)domain.com/en-usSpainFocus...
@katemorrisContent is Country FocusedUnited StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian S...
@katemorrisThe translated content should not be the same across countries.United StatesFocused Content(English)domain.com/...
Some content will be similarbut not the same.
Oh and all that stuff I mentionedbefore …
Set Up Google Webmaster ToolsCountry Targeting
Set Up Bing Webmaster ToolsCountry Targeting
Put HREFLANG in XML Sitemaps
Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/...
@katemorrisDon’t use IP detection forcountry targeting.
But do verify …
Don’t Machine Translate
Manual Translation is Costlybut Best
@katemorrisTranslate Only Geo-Target OnlyGeo-Target andTranslateDoes your businesschange in differentcountries? No Yes Yes...
Above All:Optimize for the User
@katemorrisDo what works forthem, not you or searchengines.
@katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
Thanks.Any questions?KATE MORRISkate.morris@distilled.net@katemorris
SearchLove Boston 2013_Kate MorrisInternational seo
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  • Explain that more.
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  • Transcript of "SearchLove Boston 2013_Kate MorrisInternational seo"

    1. 1. Languages and Countries:Growing Internationally the Right WayKATE MORRIS
    2. 2. @katemorris
    3. 3. @katemorris$$$$$$
    4. 4. It Doesn’t Happen Overnight
    5. 5. @katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
    6. 6. Getting to Know the Players
    7. 7. Global Search EngineOperations
    8. 8. Google Operates by CountryThis isGoogleEstoniagoogle.ee
    9. 9. Not by LanguageNotGoogleEstonian
    10. 10. They offer Google Estonia in popular languages of that country.
    11. 11. @katemorrisGoogle Keyword ToolKeyword: [mobile security] Language: All Language: English Language: FrenchCountry: All 9,900 9,900 9,900Country: United States 2,900 2,900 2,900Country: France 720 720 720Country: Canada 210 210 210
    12. 12. No mention of language
    13. 13. All Bing.com
    14. 14. But they are country focused.
    15. 15. @katemorrisYou should use the Geo-Targeting feature for sites or sections of a site that havebeen created for an audience in a specific country. You generally don’t need togeo-target sites (or site sections) that are aimed at a global audience or that applyto multiple countries.Vincent WehrenSenior Program ManagerApril 29, 2013http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2013/04/26/geo-targeting-and-language.aspx
    16. 16. Searcher Process
    17. 17. @katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaksRussian, we don’t knowwhere they are at this point.
    18. 18. @katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaksRussian, we don’t knowwhere they are at this point.
    19. 19. @katemorris# Countries per Official LanguageLanguage World CountriesEnglish 59 India, United States, Pakistan, United Kingdom, Canada …French 29 France, Democratic Republic of the Congo, Canada, MadagascarArabic 26 Egypt, Lebanon, Saudi Arabia, MoroccoSpanish 21 Spain, Mexico, Colombia, ArgentinaPortuguese 10 Brazil, Portugal, Mozambique, AngolaRussian 8 Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria*German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, LuxembourgItalian4Italy, Switzerland, San Marino, Vatican CityMalay Malaysia, Indonesia, Singapore, BruneiSwahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo
    20. 20. South African Official Languages:Afrikaans, English, Southern Ndebele, Northern Sotho, SouthernSotho, Swazi, Tsonga, Tswana, Venda, Xhosa, Zulu
    21. 21. India has 23 Official Languages
    22. 22. Searchers Don’t Always Click onHome Country ccTLDs
    23. 23. @katemorrisSERP Turkey + Mechanical Turk
    24. 24. @katemorrisFTP ClientVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalfilezilla-project.org/ 0 3 0 2 0 1 6www.smartftp.com/ 1 1 1 2 1 0 6www.ftpclient.co.uk/ 2 1 2 2 2 0 9lifehacker.co.uk/5039956/five-best-ftp-clients 1 0 3 0 0 1 5Total 4 5 6 6 3 2 26
    25. 25. @katemorrisThings to do in Las VegasVar 1 Var 2 Var 3 Totalwww.vegas.com/attractions/3 2 7 12www.tripadvisor.co.uk/Attractions-g45963-Activities-Las_Vegas_Nevada.html 3 5 4 12www.timeout.com/las-vegas/features/78/20-great-things-to-do-in-las-vegas 2 3 2 7Total 8 10 13 31
    26. 26. @katemorrisSkipping RopeVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalen.wikipedia.org/wiki/Skipping_rope 2 6 4 1 2 5 20www.amazon.co.uk/Bestselling-Jump-Ropes/lm/R1C8R7UHACBDH6 1 0 1 0 0 0 2www.amazon.com/b?ie=UTF8&node=3407981 0 0 1 1 0 0 2Total 3 6 6 2 2 5 24
    27. 27. @katemorrisTest for Yourself
    28. 28. Picking a Strategy
    29. 29. @katemorrisThere are Three Options
    30. 30. Translate OnlyGeo-Target OnlyTranslate & Geo-Target
    31. 31. @katemorrisDoes your business change in differentcountries?YesNoAre you targeting countries that havedifferent languages than your nativelanguage?Would it make sense to aninternational visitor to see different sitecontent?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Do you have the resources todifferentiate the content?Geo-Target OnlyTranslate/HREFLANGOnlyGeo-Targetand HREFLANGYesYesYesYesYesNoNoNoNo
    32. 32. Geo-target Only
    33. 33. @katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Willing to change some content to target a new countrybased (US vs. UK language usage)• Don’t have the need or resources to offer multipletranslations of the geo-targeted content.
    34. 34. @katemorrisExample Site
    35. 35. @katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages than your nativelanguage?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Geo-Target OnlyYesNoYes
    36. 36. How Do I Geo-Target?
    37. 37. Make sure the content and marketingare different and targeted.
    38. 38. @katemorrisIt took this site almost 2 years to rank with a ccTLDIndia SiteMain Site
    39. 39. What about URL Structure?SubdomainDirectoryccTLDParameters
    40. 40. Link Building is alittle harder forthese two options
    41. 41. Set Up Google Webmaster ToolsCountry Targeting
    42. 42. Set Up Bing Webmaster ToolsCountry Targeting
    43. 43. Don’t Use HREFLANG
    44. 44. What about product pages???
    45. 45. @katemorrisDon’t use IP detection forcountry targeting.
    46. 46. But do verify …
    47. 47. Outreach is best from someonenative to the country.
    48. 48. Translate Only
    49. 49. @katemorrisThis solution is best for businesses that:• Don’t change their business offering indifferent countries (not e-commerce).• Want to get international traffic withouthaving to change the content based on theuser’s country.• Don’t have the resources to build outcountry targeted content.
    50. 50. @katemorrisExample Site
    51. 51. @katemorrisDoes your business change in differentcountries?No Would it make sense to aninternational visitor to see different sitecontent?Translate/HREFLANGOnlyNo
    52. 52. Tips for Dealing withTranslation Only
    53. 53. Don’t Machine Translate
    54. 54. Manual Translation is Costlybut Best
    55. 55. Put HREFLANG in XML Sitemaps
    56. 56. Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
    57. 57. What about URL Structure?SubdomainDirectoryccTLDParameters
    58. 58. @katemorrisDon’t use ccTLDs,otherwise it’s up to you.
    59. 59. Geo-target and Translate
    60. 60. @katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Willing to change some content to target a new countrybased (US vs. UK language usage)• Have a need or desire to offer language translations oftheir geo-targeted content.
    61. 61. @katemorrisExample Site: UK
    62. 62. @katemorrisExample Site: Canada
    63. 63. @katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages than your nativelanguage?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Geo-Targetand HREFLANGYesYesYes
    64. 64. How do I Translate andGeo-Target?
    65. 65. @katemorrisUse HREFLANG inside the countrytargeted content.United StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-caHREFLANG HREFLANGNOHREFLANGNOHREFLANGNOHREFLANG
    66. 66. @katemorrisContent is Country FocusedUnited StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-caSame but translatedSame but translated
    67. 67. @katemorrisThe translated content should not be the same across countries.United StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-ca
    68. 68. Some content will be similarbut not the same.
    69. 69. Oh and all that stuff I mentionedbefore …
    70. 70. Set Up Google Webmaster ToolsCountry Targeting
    71. 71. Set Up Bing Webmaster ToolsCountry Targeting
    72. 72. Put HREFLANG in XML Sitemaps
    73. 73. Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
    74. 74. @katemorrisDon’t use IP detection forcountry targeting.
    75. 75. But do verify …
    76. 76. Don’t Machine Translate
    77. 77. Manual Translation is Costlybut Best
    78. 78. @katemorrisTranslate Only Geo-Target OnlyGeo-Target andTranslateDoes your businesschange in differentcountries? No Yes YesWould it make senseto an internationalvisitor to see differentsite content?No Yes YesDo you have theresources todifferentiate thecontent?No Yes YesAre you targetingcountries that havedifferent languagesthan your nativelanguage?N/A Yes YesAre there multipleofficial languages forany of thesecountries?N/A Yes YesDo you plan onoffering the sitecontent in all officiallanguages?N/A No Yes
    79. 79. Above All:Optimize for the User
    80. 80. @katemorrisDo what works forthem, not you or searchengines.
    81. 81. @katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
    82. 82. Thanks.Any questions?KATE MORRISkate.morris@distilled.net@katemorris
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