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International SEO:The Challenges Facing International Brands<br />Hannah Smith<br />
About Me Slide Will Go Here...<br /><ul><li>Lead SEO at Distilled
11 years in marketing
 5 years – retail marketing (POS /  Sales Promo)
 3 years – direct response (press / direct mail / sponsorship)
 3 years online – (SEO, PPC, CRO)</li></ul>Email:		hannah.smith@distilled.co.uk<br />Twitter:		@hannah_bo_banna<br />Linke...
What I’ll Be Covering<br /><ul><li>What is the challenge?
TLD / Sub Folder / Sub Domain
Branding considerations
Ranking Factors for International SEO</li></ul>Image credit:  http://www.flickr.com/photos/umisef/586964512/sizes/m/<br />
Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
French Results (France)<br />
French Results (Canada)<br />
UK Results<br />
US Results<br />
Why?<br />A ‘good’ result for the USA; is not necessarily a ‘good’ <br />result for the UK & vice versa:<br /><ul><li>Best...
Don’t ship to the UK
All prices in $
Play – top UK result
Don’t ship to the USA
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...
Geotargeting<br />Geo-target via:<br /><ul><li>Country Code TLD - www.yourdomain.it</li></ul>Or<br /><ul><li>Generic TLD -...
You can also geo-target sub-folders / sub domains and submit country / language specific sitemaps in in Google Webmaster T...
Brand Comprehension<br />Does your brand ‘translate’?<br />Insurance.co.uk<br />Insurance.ie		<br />Insurance.it<br />Assi...
Pros & Cons – ccTLD – www.yourdomain.it<br />	Pros<br /><ul><li>Strongest geo-targeting signal</li></ul>	Cons<br /><ul><li...
You’ll need to put in some serious link building effort
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International SEO - Be Wizard 2011

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

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  • Transcript of "International SEO - Be Wizard 2011"

    1. 1. International SEO:The Challenges Facing International Brands<br />Hannah Smith<br />
    2. 2. About Me Slide Will Go Here...<br /><ul><li>Lead SEO at Distilled
    3. 3. 11 years in marketing
    4. 4. 5 years – retail marketing (POS / Sales Promo)
    5. 5. 3 years – direct response (press / direct mail / sponsorship)
    6. 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. 7. What I’ll Be Covering<br /><ul><li>What is the challenge?
    8. 8. TLD / Sub Folder / Sub Domain
    9. 9. Branding considerations
    10. 10. Ranking Factors for International SEO</li></ul>Image credit: http://www.flickr.com/photos/umisef/586964512/sizes/m/<br />
    11. 11. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
    12. 12. French Results (France)<br />
    13. 13. French Results (Canada)<br />
    14. 14. UK Results<br />
    15. 15. US Results<br />
    16. 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. 17. Don’t ship to the UK
    18. 18. All prices in $
    19. 19. Play – top UK result
    20. 20. Don’t ship to the USA
    21. 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. 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. 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. 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. 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. 26. You’ll need to put in some serious link building effort
    27. 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. 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. 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. 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. 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. 32. www.yourdomain.ca/fr</li></ul>Sub folder solution:<br /><ul><li>www.yourdomain.com/ca/en
    33. 33. www.yourdomain.com/ca/fr</li></li></ul><li>Other Ranking Factors for International SEO<br /><ul><li>Local Links
    34. 34. Language
    35. 35. Physical Address / Telephone Numbers / Currency
    36. 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. 37. Find local link targets with commands like ‘business blogs site:co.uk’
    38. 38. Local directories
    39. 39. Local partnerships
    40. 40. Local customers
    41. 41. Local news
    42. 42. Local sponsorships
    43. 43. Local events</li></li></ul><li>Language<br /><ul><li>Beware of cheap translation services
    44. 44. Language usage is different from country to country e.g. US v UK; Canada v France etc
    45. 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. 46. Telephone numbers
    47. 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. 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. 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. 50. Split countries into multiple languages if you need to
    51. 51. Build local links
    52. 52. Highlight other local signals – addresses / phone / currency
    53. 53. Consider local or proxy local hosting options</li>
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