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International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
International SEO - Be Wizard 2011
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International SEO - Be Wizard 2011

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The presentation I did at Be Wizard 2011 on International SEO.

The presentation I did at Be Wizard 2011 on International SEO.

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  • http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/
  • Transcript

    • 1. International SEO:The Challenges Facing International Brands<br />Hannah Smith<br />
    • 2. About Me Slide Will Go Here...<br /><ul><li>Lead SEO at Distilled
    • 3. 11 years in marketing
    • 4. 5 years – retail marketing (POS / Sales Promo)
    • 5. 3 years – direct response (press / direct mail / sponsorship)
    • 6. 3 years online – (SEO, PPC, CRO)</li></ul>Email: hannah.smith@distilled.co.uk<br />Twitter: @hannah_bo_banna<br />LinkedIn: uk.linkedin.com/in/hannahsmith<br />
    • 7. What I’ll Be Covering<br /><ul><li>What is the challenge?
    • 8. TLD / Sub Folder / Sub Domain
    • 9. Branding considerations
    • 10. Ranking Factors for International SEO</li></ul>Image credit: http://www.flickr.com/photos/umisef/586964512/sizes/m/<br />
    • 11. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
    • 12. French Results (France)<br />
    • 13. French Results (Canada)<br />
    • 14. UK Results<br />
    • 15. US Results<br />
    • 16. Why?<br />A ‘good’ result for the USA; is not necessarily a ‘good’ <br />result for the UK & vice versa:<br /><ul><li>BestBuy – top USA result
    • 17. Don’t ship to the UK
    • 18. All prices in $
    • 19. Play – top UK result
    • 20. Don’t ship to the USA
    • 21. All prices in £</li></li></ul><li>This is true of all markets... <br />So how do you get a site to rank in other countries?<br />
    • 22. Geotargeting<br />Geo-target via:<br /><ul><li>Country Code TLD - www.yourdomain.it</li></ul>Or<br /><ul><li>Generic TLD - www.yourdomain.com</li></ul> Plus<br /><ul><li>Sub Folder www.yourdomain.com/uk</li></ul>Or<br /><ul><li>Sub Domain www.uk.yourdomain.com
    • 23. You can also geo-target sub-folders / sub domains and submit country / language specific sitemaps in in Google Webmaster Tools see - http://www.seo-chicks.com/1463/geotargeting-on-the-same-domain-using-xml-sitemaps.html</li></li></ul><li>Brand Recognition<br />Is your brand internationally recognised?<br />
    • 24. Brand Comprehension<br />Does your brand ‘translate’?<br />Insurance.co.uk<br />Insurance.ie <br />Insurance.it<br />Assicurazione.it<br />Image cedit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/<br />
    • 25. Pros & Cons – ccTLD – www.yourdomain.it<br /> Pros<br /><ul><li>Strongest geo-targeting signal</li></ul> Cons<br /><ul><li>New site with no strength so it may not rank at all
    • 26. You’ll need to put in some serious link building effort
    • 27. Can be difficult to purchase ccTLD</li></li></ul><li>Pros & Cons – Sub Folderwww.yourdomain.com/uk<br /> Pros<br /><ul><li>Domain strength is passed to sub-folders
    • 28. A single site will normally be stronger than many</li></ul> Cons<br /><ul><li>Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than yourdomain.com/uk</li></li></ul><li>Pros & Cons – Sub Domainwww.uk.yourdomain.com<br /> Pros<br /><ul><li>There aren’t any...</li></ul> Cons<br /><ul><li>Little or no strength passed from the domain
    • 29. Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than uk.yourdomain.com</li></li></ul><li>Which Approach is Right for you?<br />If your brand ‘translates’ and/or is internationally <br />recognised either:<br /><ul><li>ccTLD</li></ul>Or<br /><ul><li>Sub Folder</li></ul>If your brand does not ‘translate’ you may be better <br />off with a new trading name and an associated ccTLD<br />
    • 30. ccTLD vs Sub Folder<br />ccTLD<br /><ul><li>Large brands which will generate links naturally</li></ul>And... <br /><ul><li>Brands with local teams / time / resource etc to build links</li></ul>Sub Folder<br /><ul><li>Where ccTLDs are unavailable
    • 31. Where there’s a lack of local teams / time / resource</li></li></ul><li>Multiple Languages<br />Don’t forget countries with multiple languages!<br />ccTLD solution:<br /><ul><li>www.yourdomain.ca/en
    • 32. www.yourdomain.ca/fr</li></ul>Sub folder solution:<br /><ul><li>www.yourdomain.com/ca/en
    • 33. www.yourdomain.com/ca/fr</li></li></ul><li>Other Ranking Factors for International SEO<br /><ul><li>Local Links
    • 34. Language
    • 35. Physical Address / Telephone Numbers / Currency
    • 36. Hosting</li></li></ul><li>How to get Local Links...<br /><ul><li>If possible, get a local to build links for you
    • 37. Find local link targets with commands like ‘business blogs site:co.uk’
    • 38. Local directories
    • 39. Local partnerships
    • 40. Local customers
    • 41. Local news
    • 42. Local sponsorships
    • 43. Local events</li></li></ul><li>Language<br /><ul><li>Beware of cheap translation services
    • 44. Language usage is different from country to country e.g. US v UK; Canada v France etc
    • 45. Create language specific content for each country – don’t be tempted to replicate</li></li></ul><li>More Local ‘Signals’<br />Make sure you’re sending the right signals to the <br />search engines...<br />Include local:<br /><ul><li>Addresses
    • 46. Telephone numbers
    • 47. Currency </li></li></ul><li>Hosting<br /><ul><li>If possible – host in your target country</li></ul>Or<br /><ul><li>Cache a copy of your website at a proxy IP</li></ul>NB – not likely to make a massive difference, but <br />it may tip the balance in your favour...<br />Further reading: <br />http://seogadget.co.uk/proxy-caching-for-seo/<br />
    • 48. When the Search Engines Get it Wrong...<br />Unfortunately the search engines won’t always serve <br />the correct content (you can check this in Analytics)<br /><ul><li>You can use an IP redirect to serve the correct content</li></ul>BUT!<br /><ul><li>Search engines tend to come via a US IP
    • 49. So, make sure they can crawl all of your content in every language</li></li></ul><li>Key Takeaways<br />To rank internationally you’ll need to:<br /><ul><li>Geotarget – use ccTLDs or Sub Folders (NOT Sub Domains)
    • 50. Split countries into multiple languages if you need to
    • 51. Build local links
    • 52. Highlight other local signals – addresses / phone / currency
    • 53. Consider local or proxy local hosting options</li>

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