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International SEO:How not to Suck & A Quest to Challenge Conventional Wisdom,[object Object]
About Me Slide Will Go Here...,[object Object],[object Object]
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 lotEmail:		hannah.smith@distilled.net,[object Object],Twitter:		@hannah_bo_banna,[object Object],LinkedIn:	 	uk.linkedin.com/in/hannahsmith,[object Object]
What I’ll Be Covering,[object Object],[object Object]
Why you should care about International SEO
How not to suck
Part Two
Challenging Conventional Wisdom on local links,[object Object]
Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...,[object Object]
UK Results,[object Object]
US Results,[object Object]
So if you want to rank internationally what do you need to do?,[object Object]
“Don’t mess it up & you’ll be fine”,[object Object],Duncan Morris, Distilled,[object Object]
Sadly, companies mess this up a lot...,[object Object]
Language and Location,[object Object]
Pop Quiz,[object Object],Which languages are spoken in Switzerland?,[object Object]
Stop!,[object Object],Before you go crazy registering domains and planning out ,[object Object],your Information Architecture,[object Object]
Check Brand Comprehension,[object Object],Does your brand ‘translate’?,[object Object],Insurance.co.uk,[object Object],Insurance.com		,[object Object],Insurance.it		,[object Object],Image credit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/,[object Object]
Process to Avoid Sucking at International SEO (Part I),[object Object],Define languages ,[object Object],Does your brand translate?,[object Object],Define  countries ,[object Object]
Now We Can Figure Out IA,[object Object],[object Object],Or,[object Object],[object Object],[object Object]
I will tell you more about why I hate ,[object Object],Sub Domains later...,[object Object]
IA Options,[object Object],[object Object],Or,[object Object],[object Object],	Plus,[object Object],[object Object],[object Object]
You’ll need to put in some serious link building effort
Can be difficult to purchase ccTLD,[object Object]
A single site will normally be stronger than many	Cons,[object Object],[object Object],[object Object]
Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than uk.yourdomain.com,[object Object]
www.yourdomain.ca/frSub folder solution:,[object Object],[object Object]
www.yourdomain.com/ca/fr,[object Object]
Ways You Can Mess it Up ,[object Object],[object Object]
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,[object Object]
Ways You Can Mess it Up ,[object Object],Cheap (or just plain crazy) Translation,[object Object]
Ways You Can Mess it Up ,[object Object],Failing to think locally,[object Object],[object Object]
No local addresses
Prices not in local currency,[object Object]
Geo-Targeting via Google Webmaster Tools,[object Object],Image credit  http://www.websitemagazine.com/content/blogs/posts/pages/Geo-Targeting-Countries-For-SEO.aspx,[object Object]
Hosting,[object Object],Image credit : http://bodmas.org/blog/red-herring/a-red-herring/,[object Object]
Local Links,[object Object],Image credit: http://technbiz.blogspot.com/2010/11/hotpot-is-cheesy-name.html,[object Object]
Part Two,[object Object],Conventional Wisdom says you need local links to rank ,[object Object],– but do you?,[object Object]
I believe in Unicorns ,[object Object]
& the Loch Ness Monster ,[object Object]
I would never say ‘Candyman’ five times ,[object Object],in front of a mirror...,[object Object]
But I don’t like to accept Conventional Wisdom.,[object Object],My Mum says I’m at ‘that difficult age’ ,[object Object],and have been since I was 4.,[object Object]
Do you need ‘Local’ Links?,[object Object],[object Object]
But what relationship do they really have with site rankings?,[object Object]
Illustration of Strong Correlation – THIS IS NOT REAL DATA,[object Object],(Graph is fake, well actually the graph is real, it’s the data that is fake),[object Object],Fake Page Authority,[object Object],Fake Google Rank,[object Object]
Page Authority / Rank – Real Data,[object Object],PA correlation co-efficient is just under 0.3 which means it  PA would account for ~9% of ,[object Object],Google’s algorithm,[object Object],(Graph shown for French results),[object Object],Page Authority,[object Object],Google Rank,[object Object]
Methodology,[object Object],[object Object]
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Editor's Notes

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