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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
      Hannah Smith
    • 2. About Me Slide Will Go Here...
      • 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)
      Email: hannah.smith@distilled.co.uk
      Twitter: @hannah_bo_banna
      LinkedIn: uk.linkedin.com/in/hannahsmith
    • 7. What I’ll Be Covering
      • What is the challenge?
      • 8. TLD / Sub Folder / Sub Domain
      • 9. Branding considerations
      • 10. Ranking Factors for International SEO
      Image credit: http://www.flickr.com/photos/umisef/586964512/sizes/m/
    • 11. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...
    • 12. French Results (France)
    • 13. French Results (Canada)
    • 14. UK Results
    • 15. US Results
    • 16. Why?
      A ‘good’ result for the USA; is not necessarily a ‘good’
      result for the UK & vice versa:
      • 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 £
    • This is true of all markets...
      So how do you get a site to rank in other countries?
    • 22. Geotargeting
      Geo-target via:
      • Country Code TLD - www.yourdomain.it
      Or
      • Generic TLD - www.yourdomain.com
      Plus
      • Sub Folder www.yourdomain.com/uk
      Or
      • 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
    • Brand Recognition
      Is your brand internationally recognised?
    • 24. Brand Comprehension
      Does your brand ‘translate’?
      Insurance.co.uk
      Insurance.ie
      Insurance.it
      Assicurazione.it
      Image cedit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/
    • 25. Pros & Cons – ccTLD – www.yourdomain.it
      Pros
      • Strongest geo-targeting signal
      Cons
      • 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
    • Pros & Cons – Sub Folderwww.yourdomain.com/uk
      Pros
      • Domain strength is passed to sub-folders
      • 28. A single site will normally be stronger than many
      Cons
      • Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than yourdomain.com/uk
    • Pros & Cons – Sub Domainwww.uk.yourdomain.com
      Pros
      • There aren’t any...
      Cons
      • 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
    • Which Approach is Right for you?
      If your brand ‘translates’ and/or is internationally
      recognised either:
      • ccTLD
      Or
      • Sub Folder
      If your brand does not ‘translate’ you may be better
      off with a new trading name and an associated ccTLD
    • 30. ccTLD vs Sub Folder
      ccTLD
      • Large brands which will generate links naturally
      And...
      • Brands with local teams / time / resource etc to build links
      Sub Folder
      • Where ccTLDs are unavailable
      • 31. Where there’s a lack of local teams / time / resource
    • Multiple Languages
      Don’t forget countries with multiple languages!
      ccTLD solution:
      • www.yourdomain.ca/en
      • 32. www.yourdomain.ca/fr
      Sub folder solution:
      • www.yourdomain.com/ca/en
      • 33. www.yourdomain.com/ca/fr
    • Other Ranking Factors for International SEO
      • Local Links
      • 34. Language
      • 35. Physical Address / Telephone Numbers / Currency
      • 36. Hosting
    • How to get Local Links...
      • 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
    • Language
      • 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
    • More Local ‘Signals’
      Make sure you’re sending the right signals to the
      search engines...
      Include local:
    • Hosting
      • If possible – host in your target country
      Or
      • Cache a copy of your website at a proxy IP
      NB – not likely to make a massive difference, but
      it may tip the balance in your favour...
      Further reading:
      http://seogadget.co.uk/proxy-caching-for-seo/
    • 48. When the Search Engines Get it Wrong...
      Unfortunately the search engines won’t always serve
      the correct content (you can check this in Analytics)
      • You can use an IP redirect to serve the correct content
      BUT!
      • Search engines tend to come via a US IP
      • 49. So, make sure they can crawl all of your content in every language
    • Key Takeaways
      To rank internationally you’ll need to:
      • 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