International SEO:How not to Suck & A Quest to Challenge Conventional Wisdom<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 & other initialisms)
 Hair changes colour a lot</li></ul>Email:		hannah.smith@distilled.net<br />Twitter:		@hannah_bo_banna<br />LinkedIn:	 	uk...
What I’ll Be Covering<br /><ul><li>Part One
Why you should care about International SEO
How not to suck
Part Two
Challenging Conventional Wisdom on local links</li></li></ul><li>Part One<br />
Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
UK Results<br />
US Results<br />
So if you want to rank internationally what do you need to do?<br />
“Don’t mess it up & you’ll be fine”<br />Duncan Morris, Distilled<br />
Sadly, companies mess this up a lot...<br />
Language and Location<br />
Pop Quiz<br />Which languages are spoken in Switzerland?<br />
Stop!<br />Before you go crazy registering domains and planning out <br />your Information Architecture<br />
Check Brand Comprehension<br />Does your brand ‘translate’?<br />Insurance.co.uk<br />Insurance.com		<br />Insurance.it		<...
Process to Avoid Sucking at International SEO (Part I)<br />Define languages <br />Does your brand translate?<br />Define ...
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 ge...
I will tell you more about why I hate <br />Sub Domains later...<br />
IA Options<br /><ul><li>Country Code TLD - www.yourdomain.it</li></ul>Or<br /><ul><li>Generic TLD - www.yourdomain.com</li...
You’ll need to put in some serious link building effort
Can be difficult to purchase ccTLD</li></li></ul><li>Pros & Cons – Sub Folderwww.yourdomain.com/uk<br />	Pros<br /><ul><li...
A single site will normally be stronger than many</li></ul>	Cons<br /><ul><li>Likely problems with the ‘wrong’ content ran...
Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than uk.yourdomain.com</li><...
www.yourdomain.ca/fr</li></ul>Sub folder solution:<br /><ul><li>www.yourdomain.com/ca/en
www.yourdomain.com/ca/fr</li></li></ul><li>Process to Avoid Sucking at International SEO (Part II)<br />Define  languages<...
Ways You Can Mess it Up <br /><ul><li>IP Detection
Make sure the search engines (US IP) can crawl all your content not just US versions
Do not use this to dynamically deliver content
Make sure users can override this
Not so awesome in countries where multiple languages are used</li></li></ul><li>Ways You Can Mess it Up<br />
Ways You Can Mess it Up <br />Cheap (or just plain crazy) Translation<br />
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
No local addresses
Prices not in local currency</li></li></ul><li>Process to Avoid Sucking at International SEO (Part III)<br />Define langua...
Geo-Targeting via Google Webmaster Tools<br />Image credit  http://www.websitemagazine.com/content/blogs/posts/pages/Geo-T...
Hosting<br />Image credit : http://bodmas.org/blog/red-herring/a-red-herring/<br />
Local Links<br />Image credit: http://technbiz.blogspot.com/2010/11/hotpot-is-cheesy-name.html<br />
Part Two<br />Conventional Wisdom says you need local links to rank <br />– but do you?<br />
I believe in Unicorns <br />
& the Loch Ness Monster <br />
I would never say ‘Candyman’ five times <br />in front of a mirror...<br />
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 w...
Do you need ‘Local’ Links?<br /><ul><li>Pretty much anyone who’s anyone preaches the need for local links
But what relationship do they really have with site rankings?</li></li></ul><li>First Things First<br /><ul><li>Is there a...
Illustration of Strong Correlation – THIS IS NOT REAL DATA<br />(Graph is fake, well actually the graph is real, it’s the ...
Page Authority / Rank – Real Data<br />PA correlation co-efficient is just under 0.3 which means it  PA would account for ...
Methodology<br /><ul><li>15 keywords with commercial intent
Armani jeans
Diesel jeans
DVD
Buy DVDs
Car Insurance
Mortgages
Loans
Life Insurance
Music Downloads
TV Downloads
Kindle
iPhone
iPad
Cheap Hotels
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International SEO - How Not to Suck - MozCon 2011

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

    1. 1. International SEO:How not to Suck & A Quest to Challenge Conventional Wisdom<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 & other initialisms)
    7. 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. 8. What I’ll Be Covering<br /><ul><li>Part One
    9. 9. Why you should care about International SEO
    10. 10. How not to suck
    11. 11. Part Two
    12. 12. Challenging Conventional Wisdom on local links</li></li></ul><li>Part One<br />
    13. 13. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...<br />
    14. 14. UK Results<br />
    15. 15. US Results<br />
    16. 16. So if you want to rank internationally what do you need to do?<br />
    17. 17. “Don’t mess it up & you’ll be fine”<br />Duncan Morris, Distilled<br />
    18. 18. Sadly, companies mess this up a lot...<br />
    19. 19. Language and Location<br />
    20. 20. Pop Quiz<br />Which languages are spoken in Switzerland?<br />
    21. 21. Stop!<br />Before you go crazy registering domains and planning out <br />your Information Architecture<br />
    22. 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. 23. Process to Avoid Sucking at International SEO (Part I)<br />Define languages <br />Does your brand translate?<br />Define countries <br />
    24. 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. 25. I will tell you more about why I hate <br />Sub Domains later...<br />
    26. 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 & 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. 27. You’ll need to put in some serious link building effort
    28. 28. 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
    29. 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. 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. 31. www.yourdomain.ca/fr</li></ul>Sub folder solution:<br /><ul><li>www.yourdomain.com/ca/en
    32. 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. 33. Ways You Can Mess it Up <br /><ul><li>IP Detection
    34. 34. Make sure the search engines (US IP) can crawl all your content not just US versions
    35. 35. Do not use this to dynamically deliver content
    36. 36. Make sure users can override this
    37. 37. Not so awesome in countries where multiple languages are used</li></li></ul><li>Ways You Can Mess it Up<br />
    38. 38. Ways You Can Mess it Up <br />Cheap (or just plain crazy) Translation<br />
    39. 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. 40. No local addresses
    41. 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 & country specific content<br />Use local currency / phone numbers etc<br />IA – ccTLD and / or sub-folders<br />
    42. 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. 43. Hosting<br />Image credit : http://bodmas.org/blog/red-herring/a-red-herring/<br />
    44. 44. Local Links<br />Image credit: http://technbiz.blogspot.com/2010/11/hotpot-is-cheesy-name.html<br />
    45. 45. Part Two<br />Conventional Wisdom says you need local links to rank <br />– but do you?<br />
    46. 46. I believe in Unicorns <br />
    47. 47. & the Loch Ness Monster <br />
    48. 48. I would never say ‘Candyman’ five times <br />in front of a mirror...<br />
    49. 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. 50. Do you need ‘Local’ Links?<br /><ul><li>Pretty much anyone who’s anyone preaches the need for local links
    51. 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 & ranking?</li></ul>Image credit: http://trevorloudon.com/2011/05/you-will-respect-my-authoritah/<br />
    52. 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. 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. 54. Methodology<br /><ul><li>15 keywords with commercial intent
    55. 55. Armani jeans
    56. 56. Diesel jeans
    57. 57. DVD
    58. 58. Buy DVDs
    59. 59. Car Insurance
    60. 60. Mortgages
    61. 61. Loans
    62. 62. Life Insurance
    63. 63. Music Downloads
    64. 64. TV Downloads
    65. 65. Kindle
    66. 66. iPhone
    67. 67. iPad
    68. 68. Cheap Hotels
    69. 69. Cheap Flights</li></li></ul><li>Methodology<br /><ul><li>Translate into 9 languages
    70. 70. Find out the percentage of local links the sites ranking in the top ten for those keywords have
    71. 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. 72. % of local links may not be the best measure
    73. 73. OSE might not have picked up all of the external links to a given page
    74. 74. Doesn’t weight links for quality
    75. 75. Doesn’t take into account overall link profile of a site
    76. 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. 77. Generic TLDs are used all over the place
    78. 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. 79. Language tool is not 100% accurate but it’s pretty good
    80. 80. Agrees with Google translate 81% of the time at >30% confidence</li></li></ul><li>And, this is still more scientific than conventional wisdom <br />
    81. 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. 82. Page Authority / Rank – Real Data<br />(Graph shown for French results)<br />Page Authority<br />Google Rank<br />
    83. 83. % Local Language Links / Rank Real Data<br />(Graph shown for French results)<br />% Local Language Links<br />Google Rank<br />
    84. 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. 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. 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. 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. 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. 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. 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. 91. Page Authority / Rank – Real Data<br />(Graph shown for French results)<br />Page Authority<br />Google Rank<br />
    92. 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. 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. 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. 95. But don’t take my word for it... We’ll be releasing the data & the tool – we’d love to hear your thoughts<br />
    96. 96. A Massive Thank You To:<br />Lovely Distilled People - Tom Anthony, Alice Murphy, <br />Phil Nottingham, Duncan Morris, Will Critchlow & <br />Kate Morris<br />Amazing ‘Beyond the Call of Duty’ Buddies – Rob <br />Nicholson, & Gianluca Fiorelli<br />
    97. 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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