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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.

Published in: Business, Technology, Design
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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 & A Quest to Challenge Conventional Wisdom
    • 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 & other initialisms)
      • 7. Hair changes colour a lot
      Email: hannah.smith@distilled.net
      Twitter: @hannah_bo_banna
      LinkedIn: uk.linkedin.com/in/hannahsmith
    • 8. What I’ll Be Covering
      • 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
    • Part One
    • 13. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...
    • 14. UK Results
    • 15. US Results
    • 16. So if you want to rank internationally what do you need to do?
    • 17. “Don’t mess it up & you’ll be fine”
      Duncan Morris, Distilled
    • 18. Sadly, companies mess this up a lot...
    • 19. Language and Location
    • 20. Pop Quiz
      Which languages are spoken in Switzerland?
    • 21. Stop!
      Before you go crazy registering domains and planning out
      your Information Architecture
    • 22. Check Brand Comprehension
      Does your brand ‘translate’?
      Insurance.co.uk
      Insurance.com
      Insurance.it
      Image credit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/
    • 23. Process to Avoid Sucking at International SEO (Part I)
      Define languages
      Does your brand translate?
      Define countries
    • 24. Now We Can Figure Out IA
      • ccTLD
      Or
      • Sub-Folders
    • Using sub domains to geo-target causes the
      needless death of hundreds of kittens
      every year.
      With your help, we can stop this madness....
    • 25. I will tell you more about why I hate
      Sub Domains later...
    • 26. IA Options
      • Country Code TLD - www.yourdomain.it
      Or
      • Generic TLD - www.yourdomain.com
      Plus
      • Sub Folder www.yourdomain.com/uk
    • Pros & Cons – ccTLD – www.yourdomain.it
      Pros
      • Strongest geo-targeting signal
      Cons
      • 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
    • Pros & Cons – Sub Folderwww.yourdomain.com/uk
      Pros
      • Domain strength is passed to sub-folders
      • 29. 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
    • Why I Think Sub Domains Suckuk.yourdomain.com
      Pros
      • There aren’t any...
      Cons
      • 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
    • Multiple Languages
      Don’t forget countries with multiple languages!
      ccTLD solution:
      • www.yourdomain.ca/en
      • 31. www.yourdomain.ca/fr
      Sub folder solution:
      • www.yourdomain.com/ca/en
      • 32. www.yourdomain.com/ca/fr
    • Process to Avoid Sucking at International SEO (Part II)
      Define languages
      Check your brand translates
      Define countries
      IA – ccTLD and / or sub-folders
    • 33. Ways You Can Mess it Up
      • 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
    • Ways You Can Mess it Up
    • 38. Ways You Can Mess it Up
      Cheap (or just plain crazy) Translation
    • 39. Ways You Can Mess it Up
      Failing to think locally
      • Toll-free numbers that don’t work outside of the US / UK
      • 40. No local addresses
      • 41. Prices not in local currency
    • Process to Avoid Sucking at International SEO (Part III)
      Define languages
      Check your brand translates
      Define countries
      Create language & country specific content
      Use local currency / phone numbers etc
      IA – ccTLD and / or sub-folders
    • 42. Geo-Targeting via Google Webmaster Tools
      Image credit http://www.websitemagazine.com/content/blogs/posts/pages/Geo-Targeting-Countries-For-SEO.aspx
    • 43. Hosting
      Image credit : http://bodmas.org/blog/red-herring/a-red-herring/
    • 44. Local Links
      Image credit: http://technbiz.blogspot.com/2010/11/hotpot-is-cheesy-name.html
    • 45. Part Two
      Conventional Wisdom says you need local links to rank
      – but do you?
    • 46. I believe in Unicorns
    • 47. & the Loch Ness Monster
    • 48. I would never say ‘Candyman’ five times
      in front of a mirror...
    • 49. But I don’t like to accept Conventional Wisdom.
      My Mum says I’m at ‘that difficult age’
      and have been since I was 4.
    • 50. Do you need ‘Local’ Links?
      • Pretty much anyone who’s anyone preaches the need for local links
      • 51. But what relationship do they really have with site rankings?
    • First Things First
      • Is there a relationship between PA & ranking?
      Image credit: http://trevorloudon.com/2011/05/you-will-respect-my-authoritah/
    • 52. Illustration of Strong Correlation – THIS IS NOT REAL DATA
      (Graph is fake, well actually the graph is real, it’s the data that is fake)
      Fake Page Authority
      Fake Google Rank
    • 53. Page Authority / Rank – Real Data
      PA correlation co-efficient is just under 0.3 which means it PA would account for ~9% of
      Google’s algorithm
      (Graph shown for French results)
      Page Authority
      Google Rank
    • 54. Methodology
    • Methodology
      • 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
    • Conceptual Limitations
      • 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
    • Issues!
      • Trying to figure out whether or not a link was ‘local’ was so hard it made me cry...
    • Harder than you might think
      • 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
    • Marvellous Machines
      • 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.
    • Technical Limitations
      • 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 >30% confidence
    • And, this is still more scientific than conventional wisdom 
    • 81. Illustration of Strong Correlation – THIS IS NOT REAL DATA
      (Graph is fake, well actually the graph is real, it’s the data that is fake)
      Fake Page Authority
      Fake Google Rank
    • 82. Page Authority / Rank – Real Data
      (Graph shown for French results)
      Page Authority
      Google Rank
    • 83. % Local Language Links / Rank Real Data
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 84. Additional Validation
      • We were worried that pages with very few links were skewing the data so we ‘binned’ it*
      *I am assured that this is a mathematical term which does not mean dispose of
      Image credit: http://d.imagehost.org/view/0613/oscar_the_grouch
    • 85. % Local Language Links / Rank Binned Data 0-200 Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 86. % Local Language Links / Rank Binned Data 201-400 Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 87. % Local Language Links / Rank Binned Data 401-600 Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 88. % Local Language Links / Rank Binned Data – 601-800 Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 89. % Local Language Links / Rank Binned Data – 801- 1000(+) Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 90. Huh?
      • The data we’ve gathered suggests that local language links do not correlate well with rankings
      AND
      • Local language links correlate less well with rankings than pure link strength
    • Illustration of Strong Correlation – THIS IS NOT REAL DATA
      (Graph is fake, well actually the graph is real, it’s the data that is fake)
      Fake Page Authority
      Fake Google Rank
    • 91. Page Authority / Rank – Real Data
      (Graph shown for French results)
      Page Authority
      Google Rank
    • 92. % Local Language Links / Rank Binned Data – 601-800 Links
      (Graph shown for French results)
      % Local Language Links
      Google Rank
    • 93. What Does That Mean?
      • It looks like ‘good’ links are perhaps more important than ‘local’ links
    • Recommendations
      • Concentrate on getting good links
      • 94. You can perhaps worry less about how ‘local’ or otherwise they are
    • Disclaimer
      • Local links may become a stronger ranking signal in the future....
      Image credit: http://lolcat.tumblr.com/post/29862288/warning-may-contain-nuts
    • 95. But don’t take my word for it... We’ll be releasing the data & the tool – we’d love to hear your thoughts
    • 96. A Massive Thank You To:
      Lovely Distilled People - Tom Anthony, Alice Murphy,
      Phil Nottingham, Duncan Morris, Will Critchlow &
      Kate Morris
      Amazing ‘Beyond the Call of Duty’ Buddies – Rob
      Nicholson, & Gianluca Fiorelli
    • 97. Questions?
      Email: hannah.smith@distilled.net
      Twitter: @hannah_bo_banna
      LinkedIn: uk.linkedin.com/in/hannahsmith

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