International SEO tips
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International SEO tips

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The best SEO practices for multilingual sites

The best SEO practices for multilingual sites

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International SEO tips International SEO tips Presentation Transcript

  • International SEO TipsRoman Dobronovsky,Head of the SEO DepartmentPromodo Company© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 1
  • Introduction Correct geo-targeting: general notes How to choose domain name for multilingual SEO purposes Multilingual sections within one domain Secondary ranking factors © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 2
  • Geo-Targeting Levels1. Country2. City or region (state, county, etc.)© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 3 View slide
  • Googleworld© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 4 View slide
  • Each country has its own Google© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 5
  • The same language – different sites© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 6
  • Local domain name is half of battle© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 7
  • Case study: InetGiant.com and co.uk© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 8
  • Case study: InetGiant.com and co.uk© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 9
  • Domain for USA-oriented sites The majority of site owners ignore .us domain names The majority of American sites have .com domain names (e.g., google.com, amazon.com, ebay.com, groupon.com, etc.) You can use any generic top level domain names without localization (e.g., .net, .org, etc. vs. fr., co.uk, etc.) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 10
  • Domain name for SEO in Europe There are special generic .eu domains for pan-European sites but usually search engines prefer rank higher country-code top level domain names (e.g., .it, .fr, .co.uk, etc.) Solution #1: purchase of country-code top level domain name for each country(.fr, .co.uk, .de и т.д.) Solution #2: use of subfolders or subdomains (fr.site.com or site.com/fr/) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 11
  • Possible solutions for geo-targeting within one domain© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 12
  • Subdomains: pro and contraExample: http://fr.site.com or http://de.site.comPros: You can use Google Webmaster Tools to set your site as local There are no problems with registration of new domains for each local market Subdomains can be placed on different serversCons: ccTLDs have more chances to get ranked higher User potentially has some problems with usability (http://fr.site.com – is “fr” language or country?) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 13
  • Subfolders: pro and contraExample: http://www.site.com/fr/ or http://www.site.com/de/Pros: You can use Google Webmaster Tools to set your site as local There are no problems with registration of new domains for each local marketCons: ccTLDs have more chances to get ranked higher User potentially has some problems with usability (http://fr.site.com – is “fr” language or country?) The inability to place different language versions on different servers © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 14
  • URL parameters: pro and contraExample: http://www.site.com?loc=de or http://www.site.com?country=usaPros: Any, this variant is the worstCons: ccTLDs, subdomains and subfolders have more chances to get ranked higher There is a problem of duplicate content User potentially has some problems with usability (http://www.site.com?loc=de – is “de” language or country?) The inability to set manually a site as local in Google Webmaster Tools © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 15
  • The same content on the different domains: possible solutionsExample: two pages contain the same content – http://www.site.ca/page/ andhttp://www.site.fr/page/Solution #1: 301 redirectSolutions #2: “Canonical” meta-tag © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 16
  • Secondary ranking factors Using Google Webmaster Tools. Con – this does not work for ccTLDs (.ru, .co.uk, etc.) IP The language of the site’s pages Contacts Local backlinks Using Google Places© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 17
  • Thank you! Please subscribe to our blog: blog.promodo.com© 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 18