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International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011
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International SEO - How Not to Suck - MozCon 2011

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International SEO presentation from MozCon 2011.

International SEO presentation from MozCon 2011.

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

    • 1. International SEO:How not to Suck &amp; A Quest to Challenge Conventional Wisdom<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 &amp; other initialisms)
    • 7. Hair changes colour a lot</li></ul>Email: hannah.smith@distilled.net<br />Twitter: @hannah_bo_banna<br />LinkedIn: uk.linkedin.com/in/hannahsmith<br />
    • 8. What I’ll Be Covering<br /><ul><li>Part One
    • 9. Why you should care about International SEO
    • 10. How not to suck
    • 11. Part Two
    • 12. Challenging Conventional Wisdom on local links</li></li></ul><li>Part One<br />
    • 13. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
    • 14. UK Results<br />
    • 15. US Results<br />
    • 16. So if you want to rank internationally what do you need to do?<br />
    • 17. “Don’t mess it up &amp; you’ll be fine”<br />Duncan Morris, Distilled<br />
    • 18. Sadly, companies mess this up a lot...<br />
    • 19. Language and Location<br />
    • 20. Pop Quiz<br />Which languages are spoken in Switzerland?<br />
    • 21. Stop!<br />Before you go crazy registering domains and planning out <br />your Information Architecture<br />
    • 22. Check Brand Comprehension<br />Does your brand ‘translate’?<br />Insurance.co.uk<br />Insurance.com <br />Insurance.it <br />Image credit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/<br />
    • 23. Process to Avoid Sucking at International SEO (Part I)<br />Define languages <br />Does your brand translate?<br />Define countries <br />
    • 24. Now We Can Figure Out IA<br /><ul><li>ccTLD</li></ul>Or<br /><ul><li>Sub-Folders</li></li></ul><li>Using sub domains to geo-target causes the <br />needless death of hundreds of kittens <br />every year. <br />With your help, we can stop this madness....<br />
    • 25. I will tell you more about why I hate <br />Sub Domains later...<br />
    • 26. IA Options<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></li></ul><li>Pros &amp; 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
    • 27. You’ll need to put in some serious link building effort
    • 28. Can be difficult to purchase ccTLD</li></li></ul><li>Pros &amp; Cons – Sub Folderwww.yourdomain.com/uk<br /> Pros<br /><ul><li>Domain strength is passed to sub-folders
    • 29. 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>Why I Think Sub Domains Suckuk.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
    • 30. Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than uk.yourdomain.com</li></li></ul><li>Multiple Languages<br />Don’t forget countries with multiple languages!<br />ccTLD solution:<br /><ul><li>www.yourdomain.ca/en
    • 31. www.yourdomain.ca/fr</li></ul>Sub folder solution:<br /><ul><li>www.yourdomain.com/ca/en
    • 32. www.yourdomain.com/ca/fr</li></li></ul><li>Process to Avoid Sucking at International SEO (Part II)<br />Define languages<br />Check your brand translates<br />Define countries<br />IA – ccTLD and / or sub-folders<br />
    • 33. Ways You Can Mess it Up <br /><ul><li>IP Detection
    • 34. Make sure the search engines (US IP) can crawl all your content not just US versions
    • 35. Do not use this to dynamically deliver content
    • 36. Make sure users can override this
    • 37. Not so awesome in countries where multiple languages are used</li></li></ul><li>Ways You Can Mess it Up<br />
    • 38. Ways You Can Mess it Up <br />Cheap (or just plain crazy) Translation<br />
    • 39. Ways You Can Mess it Up <br />Failing to think locally<br /><ul><li>Toll-free numbers that don’t work outside of the US / UK
    • 40. No local addresses
    • 41. Prices not in local currency</li></li></ul><li>Process to Avoid Sucking at International SEO (Part III)<br />Define languages <br />Check your brand translates<br />Define countries <br />Create language &amp; country specific content<br />Use local currency / phone numbers etc<br />IA – ccTLD and / or sub-folders<br />
    • 42. Geo-Targeting via Google Webmaster Tools<br />Image credit http://www.websitemagazine.com/content/blogs/posts/pages/Geo-Targeting-Countries-For-SEO.aspx<br />
    • 43. Hosting<br />Image credit : http://bodmas.org/blog/red-herring/a-red-herring/<br />
    • 44. Local Links<br />Image credit: http://technbiz.blogspot.com/2010/11/hotpot-is-cheesy-name.html<br />
    • 45. Part Two<br />Conventional Wisdom says you need local links to rank <br />– but do you?<br />
    • 46. I believe in Unicorns <br />
    • 47. &amp; the Loch Ness Monster <br />
    • 48. I would never say ‘Candyman’ five times <br />in front of a mirror...<br />
    • 49. But I don’t like to accept Conventional Wisdom.<br />My Mum says I’m at ‘that difficult age’ <br />and have been since I was 4.<br />
    • 50. Do you need ‘Local’ Links?<br /><ul><li>Pretty much anyone who’s anyone preaches the need for local links
    • 51. But what relationship do they really have with site rankings?</li></li></ul><li>First Things First<br /><ul><li>Is there a relationship between PA &amp; ranking?</li></ul>Image credit: http://trevorloudon.com/2011/05/you-will-respect-my-authoritah/<br />
    • 52. Illustration of Strong Correlation – THIS IS NOT REAL DATA<br />(Graph is fake, well actually the graph is real, it’s the data that is fake)<br />Fake Page Authority<br />Fake Google Rank<br />
    • 53. Page Authority / Rank – Real Data<br />PA correlation co-efficient is just under 0.3 which means it PA would account for ~9% of <br />Google’s algorithm<br />(Graph shown for French results)<br />Page Authority<br />Google Rank<br />
    • 54. Methodology<br /><ul><li>15 keywords with commercial intent
    • 55. Armani jeans
    • 56. Diesel jeans
    • 57. DVD
    • 58. Buy DVDs
    • 59. Car Insurance
    • 60. Mortgages
    • 61. Loans
    • 62. Life Insurance
    • 63. Music Downloads
    • 64. TV Downloads
    • 65. Kindle
    • 66. iPhone
    • 67. iPad
    • 68. Cheap Hotels
    • 69. Cheap Flights</li></li></ul><li>Methodology<br /><ul><li>Translate into 9 languages
    • 70. Find out the percentage of local links the sites ranking in the top ten for those keywords have
    • 71. See if there’s a relationship between % of local links and ranking</li></li></ul><li>Conceptual Limitations<br /><ul><li>Small data set
    • 72. % of local links may not be the best measure
    • 73. OSE might not have picked up all of the external links to a given page
    • 74. Doesn’t weight links for quality
    • 75. Doesn’t take into account overall link profile of a site
    • 76. Doesn’t take into account any other ranking factors</li></li></ul><li>Issues!<br /><ul><li>Trying to figure out whether or not a link was ‘local’ was so hard it made me cry...</li></li></ul><li>Harder than you might think<br /><ul><li>Hosting does not indicate location
    • 77. Generic TLDs are used all over the place
    • 78. So we had to settle for looking at language links</li></li></ul><li>Marvellous Machines<br /><ul><li>So we built a tool which looked at the title tag of the top 1000 linking pages to determine the language of the linking page.</li></li></ul><li>Technical Limitations<br /><ul><li>It can be difficult to determine language from the title tag
    • 79. Language tool is not 100% accurate but it’s pretty good
    • 80. Agrees with Google translate 81% of the time at &gt;30% confidence</li></li></ul><li>And, this is still more scientific than conventional wisdom <br />
    • 81. Illustration of Strong Correlation – THIS IS NOT REAL DATA<br />(Graph is fake, well actually the graph is real, it’s the data that is fake)<br />Fake Page Authority<br />Fake Google Rank<br />
    • 82. Page Authority / Rank – Real Data<br />(Graph shown for French results)<br />Page Authority<br />Google Rank<br />
    • 83. % Local Language Links / Rank Real Data<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 84. Additional Validation<br /><ul><li>We were worried that pages with very few links were skewing the data so we ‘binned’ it* </li></ul>*I am assured that this is a mathematical term which does not mean dispose of<br />Image credit: http://d.imagehost.org/view/0613/oscar_the_grouch<br />
    • 85. % Local Language Links / Rank Binned Data 0-200 Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 86. % Local Language Links / Rank Binned Data 201-400 Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 87. % Local Language Links / Rank Binned Data 401-600 Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 88. % Local Language Links / Rank Binned Data – 601-800 Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 89. % Local Language Links / Rank Binned Data – 801- 1000(+) Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 90. Huh?<br /><ul><li>The data we’ve gathered suggests that local language links do not correlate well with rankings</li></ul>AND<br /><ul><li>Local language links correlate less well with rankings than pure link strength</li></li></ul><li>Illustration of Strong Correlation – THIS IS NOT REAL DATA<br />(Graph is fake, well actually the graph is real, it’s the data that is fake)<br />Fake Page Authority<br />Fake Google Rank<br />
    • 91. Page Authority / Rank – Real Data<br />(Graph shown for French results)<br />Page Authority<br />Google Rank<br />
    • 92. % Local Language Links / Rank Binned Data – 601-800 Links<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    • 93. What Does That Mean?<br /><ul><li>It looks like ‘good’ links are perhaps more important than ‘local’ links</li></li></ul><li>Recommendations<br /><ul><li>Concentrate on getting good links
    • 94. You can perhaps worry less about how ‘local’ or otherwise they are</li></li></ul><li>Disclaimer<br /><ul><li>Local links may become a stronger ranking signal in the future....</li></ul>Image credit: http://lolcat.tumblr.com/post/29862288/warning-may-contain-nuts<br />
    • 95. But don’t take my word for it... We’ll be releasing the data &amp; the tool – we’d love to hear your thoughts<br />
    • 96. A Massive Thank You To:<br />Lovely Distilled People - Tom Anthony, Alice Murphy, <br />Phil Nottingham, Duncan Morris, Will Critchlow &amp; <br />Kate Morris<br />Amazing ‘Beyond the Call of Duty’ Buddies – Rob <br />Nicholson, &amp; Gianluca Fiorelli<br />
    • 97. Questions?<br />Email: hannah.smith@distilled.net<br />Twitter: @hannah_bo_banna<br />LinkedIn: uk.linkedin.com/in/hannahsmith<br />

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