International SEO: Are We Speaking The Same Language

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    International SEO: Are We Speaking The Same Language - Presentation Transcript

    1. International SEO: Are We Speaking the Same Language? -Cindy Krum
      • Multi-National Brands Have Web Issues:
        • Multiple Currencies
        • Different E-Commerce Laws
        • Inconsistent Marketing Aesthetics
      • Multi-National Brands Have SEO Issues:
        • Multiple Languages
        • Different Search Engines
        • Inconsistent Competitive Situations
      • Things to Consider
        • Design & Development Cost
        • Maintenance Cost
        • Server Configuration & Location
        • CMS System
        • Order Fulfillment
        • E-mail & Direct Marketing
        • PPC
        • SEO
    2. SEO and some of the other stuff…
      • Site Architecture Options
        • One Site -Subdomains & Sub Directories -Translation Software
        • Multiple Sites -A Site for Every Country
        • Blended
        • -Some Combination of One Site & Multiple Site Solutions
    3. ONE SITE
      • The ‘One Site’ Approach You are Keeping Everything on One Domain - Usually the ‘.com,’ ‘.net,’ ‘.org’ etc.
      • Different Languages are Provided on Subdomains, or Rendered with Translation Software.
      One Site:
    4. One Site:
      • Pros
        • Lower Maintenance Cost
        • Easy to Control Look & Feel
        • Links & Traffic All Point to One Domain
        • Site Updates Are Only Made Once
        • Can Target Languages or Countries
      • Cons:
        • High Start-Up Costs
        • Very Technically Involved
        • May Require a Sophisticated CMS
        • May Require a Sophisticated Order Fulfillment System
        • One Hosting Location
        • Harder to Rank in Country-Specific Search Engines
    5. ONE SITE SUBDOMAINS & SUBDIRECTORIES
    6. One Site: Subdomains/Directories
      • This approach involves putting the most likely language on the on the home page and keeping other languages in optimized subdomains or sub directories.
      • www.sub DOMAIN .website.com
      • www.website.com/sub DIRECTORY
    7. One Site: Subdomains/Directories
      • Cons:
        • Bad for Targeting Multiple Countries that Speak the Same Language: DUPLICATE
        • Home Page Only Ranks in One Language
        • Extra Click for Users/Confusing
      • Pros:
        • Easy to Set Up
        • Same Content in Different Languages is Never DUPLICATE
        • Put Top Keywords in Your Domain or Url
        • Page Content & Imagery Targeted By Language
        • Country Specific Hosting Option
      • Spell the name of the subdomain or the subdirectory in the appropriate language.
        • www. Espanol .website.com NOT www. Spanish .website.com
      • Better: Use your top keyword for each language as the name of the subdomain or directory.
        • www. Location-de-Voiture .website.com
        • www. Affitto-di-Automobile .website.com
        • www. Autovermietung .website.com
      One Site: Subdomains/Directories STRATEGY TIPS
      • Location Detection Software can Suggest or Redirect to the correct Subdomain or Subdirectory.
      • Buy the Country Specific Domains & Redirect them to the Appropriate Language Subdomain or Subdirectory.
      • Optimize all Meta Data & On-Page Tags in the Appropriate Language.
      • Avoid SEO Unfriendly ‘Choose a Language’ Home Pages.
      • Include Links to Different Languages in the Footer.
      One Site: Subdomains/Directories STRATEGY TIPS
    8. ONE SITE SERVER-SIDE TRANSLATION
      • This solution involves using location detection software to determine where the user is coming from, then serving the user data in the correct language.
      • Translations can be static or on the fly & are provided all on one Url.
      One Site: Server-Side Translation
    9. One Site: Server-Side Translation
      • Pros:
        • Homepage Ranks in Multiple Languages
        • Robust Translation Software=Lower Overhead & More Scalable
        • Can work with CMS, Back End, XML Feeds & DHTML
        • Best User Experience
      • Cons:
        • Harder to Setup
        • Risk of Inaccurate Location Detection
        • Risk of Mistranslation
        • Risk of Duplicate Content
        • Natural Inbound Links Could be in Wrong Language
      • Use ‘IP Sniff & Replace’ to Provide the Appropriate Content.
      • ALWAYS Check the Work of the Translation Software.
      • Redirect Country Specific Domains to the Appropriate Translation of the Homepage.
      • Always Allow Users to Change or Specify Their Location.
      • Set a Cookie to Remember the Users Language of Choice.
      • Combine with Single-Language Legacy CMS to Optimize Output Urls, Meta Data and Main Content.
      • Include Links to Different Languages in the Footer.
      • Buy the Country Specific Domains, Set a Language Cookie & Redirect them to the Appropriate Translation.
      • Web-App & On-the-Fly Translation Options Take Longer to Load. Instead, Use Software to Generate Static Pages.
      • www.WorldLingo.com
      One Site: Server-Side Translation STRATEGY TIPS
    10. MULTIPLE SITES
    11. Multiple Sites
      • In the ‘Multiple Site’ Approach You Purchase & Creating Different Sites on Multiple Country-Specific Domains; ‘.de,’ ‘.fr,’ ‘it,’ ‘.es,’ etc.
      • The ‘.com’ can be Used as an International Site.
    12. Multiple Sites:
      • Pros:
        • Incrementally Low Start-Up Costs
        • Rank Better in Country Specific Search Engines Faster
        • More Chances to Rank Better in Search Engines
        • Potential Link Benefits
        • Country Specific Hosting Option
      • Cons:
        • High Maintenance Cost
        • Harder to Rank in ‘.com’ Search Engines
        • Forced to Target Countries Instead of Languages
        • Must Compete with ‘.com’s’ in
        • Potential Link & Duplicate Content Risks
        • Harder To Police
    13. Multiple Sites: STRATEGY TIPS
      • Specify the Specific Country for Each Site in Webmaster Tools but Don’t Specify a Country in Webmaster Tools for the ‘.com’.
      • Focus SEO on Country Specific Domains.
      • Use the ‘.com’ to direct Traffic to the Appropriate Sites.
      • Inter-Link Different Sites Carefully & Logically.
      • Use ‘IP Sniff & Suggest’ to Link Users to Other Country Sites .
    14. BLENDED
    15. Blended
      • The ‘Blended Site’ approach has some languages & country specific sites on the main site, and others on country specific domains.
      • This can be a transitional approach companies take when they are changing from a ‘Multiple Site’ approach to a ‘Single Site’ approach or vice versa.
      • This can also be strategic.
    16. Blended
      • Pros:
        • Most Realistic for World Wide Presence
        • Allows Testing
        • Creates Flexibility
        • Strategically Segment by Region or Root Language
      • Cons:
        • Inconsistent & Confusing
        • Perceived as Unprofessional
      • International site on the .com
      • Choose your Language Landing Pages
    17. Blended STRATEGY TIPS
      • If multiple country specific domain names are unavailable, make them part of the ‘.com’ rather than compromise branding.
      • Use country specific domains for highest traffic countries, and group other countries on single sites by language.
      • Evaluate countries/languages by traffic & conversions.
      • Put countries/languages with similar aesthetics on the same site.
    18. “ Do Not Disturb signs should be written in the language of the hotel maids. ” Tim Bedore
    19. Thanks!
      • Cindy Krum
      • Rank-Mobile
      • 720-231-7277
      • [email_address]

    + SuzzicksSuzzicks, 2 years ago

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