International SEO What you need to know to compete globally

Got on the Internet in 1986 Working online with search since 1996 Paid & Natural Search – all aspects Worked in house within Ecommerce, Publishing & High Tech Moved to i-level in 2008 Worked with Orange, Sony, COI SEO Chick Freelance through Seshet Consulting Who am I?

Got on the Internet in 1986

Working online with search since 1996

Paid & Natural Search – all aspects

Worked in house within Ecommerce, Publishing & High Tech

Moved to i-level in 2008

Worked with Orange, Sony, COI

SEO Chick

Freelance through Seshet Consulting

Agenda Searcher Behaviour Search in Europe Search Worldwide Domain strategy Encoding Language & Content Translation External linking & Link Bait Local & Legal Issues

Searcher Behaviour

Search in Europe

Search Worldwide

Domain strategy

Encoding

Language & Content

Translation

External linking & Link Bait

Local & Legal Issues

What is SEO? “ SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.” - SEOmoz

“ SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.”

- SEOmoz

Top Factors You Need To Consider Keyword Research Tags Image Optimisation On Page Text Site Architecture and Internal Links Links SEO Tools

Keyword Research

Tags

Image Optimisation

On Page Text

Site Architecture and Internal Links

Links

SEO Tools

Elements of Ranking Title Tags Meta Description Tags Meta Keyword Tags ALT Tags H1, H2, H3 (and accompanying CSS) Keywords in the content Internal Links (images vs. keyword rich text) URL Structure Advanced Linking Authority Age of domain

Title Tags

Meta Description Tags

Meta Keyword Tags

ALT Tags

H1, H2, H3 (and accompanying CSS)

Keywords in the content

Internal Links (images vs. keyword rich text)

URL Structure

Advanced Linking

Authority

Age of domain

Search Myth Search Results Your Site CONVERSION!

Search Reality E1 Last Exposure E2 E3 E4 E5 Event type Display Impression Display Click Paid Search Natural Search Affiliates Sale Event 5 Event 5 Event 3 Event 2 Last Event

Reasons People Use SE’s Source: Enquiro

European Search Landscape Source: comScore

Search in Europe Although developed in terms of use of search engines, Europe is behind the UK in terms of actually doing SEO Germany, France and Spain have well developed paid search but SEO is still not main stream of marketing budgets It is often easier to rank highly in Europe as SEO competition is less well developed

Although developed in terms of use of search engines, Europe is behind the UK in terms of actually doing SEO

Germany, France and Spain have well developed paid search but SEO is still not main stream of marketing budgets

It is often easier to rank highly in Europe as SEO competition is less well developed

Search Worldwide Google does not rule the world but...

Worldwide Search Market Share

Russian Search Market Share

So How Do You Tackle The International Search Scene?

Domain Strategy Subdomains vs localised domains vs directories fr.chocolate.com vs chocolate.fr vs chocolate.com/fr Cost Geo location ALWAYS host in the country you are wanting to rank for Also beneficial to own the country TLD Use tools to find out if you are getting traffic already

Subdomains vs localised domains vs directories

fr.chocolate.com vs chocolate.fr vs chocolate.com/fr

Cost

Geo location

ALWAYS host in the country you are wanting to rank for

Also beneficial to own the country TLD

Use tools to find out if you are getting traffic already

Pages in French

Pages in French Pages from France (.fr domains)

.be hosted in Paris .com hosted in Paris .fr hosted in NEUILLY-SUR-SEINE

Promoted to pos. 1 – Belgian result removed

Domain Strategy Separate domains, local hosting etc = expensive Best for branding Easiest to develop natural links into the local site With local content relevant to the market

Separate domains, local hosting etc = expensive

Best for branding

Easiest to develop natural links into the local site With local content relevant to the market

Encoding Localisation not translation Use UTF-8 (Unicode) Encoding Does not count as duplicate content If retailer does not offer localised copy, you then create unique content

Localisation not translation

Use UTF-8 (Unicode) Encoding

Does not count as duplicate content

If retailer does not offer localised copy, you then create unique content

Language & Content Understand local language nuances Use translators, not just Babelfish Use a PPC campaign for keyword testing and research. Use a tool such as “Exact Keyword Tracking” from ROI revolution to view what keywords people actually use when you are bidding in broad or phrase match

Understand local language nuances

Use translators, not just Babelfish

Use a PPC campaign for keyword testing and research.

Use a tool such as “Exact Keyword Tracking” from ROI revolution to view what keywords people actually use when you are bidding in broad or phrase match

Language & Content

Language & Content

Use Translators Not Just Babelfish Educating translators about SEO is key You need translator feedback for localisation Use translators for: On page optimisation (incl. Title & meta) Creative writing for meta descriptions + PPC ad creative if relevant Link generation (writing of on topic articles)

Educating translators about SEO is key

You need translator feedback for localisation

Use translators for:

On page optimisation (incl. Title & meta)

Creative writing for meta descriptions + PPC ad creative if relevant

Link generation (writing of on topic articles)

Dangers of Babelfish

External Linking Links count! Links from country-specific sites help boost country-specific rankings

Links count!

Links from country-specific sites help boost country-specific rankings

Link Bait to Link Build Create content (informative, entertaining, controversial, humorous) Host content on your site Promote your content through social media, distribution or syndication Success gets relevant traffic + LINKS

Create content (informative, entertaining, controversial, humorous)

Host content on your site

Promote your content through social media, distribution or syndication

Success gets relevant traffic + LINKS

Local & Legal Issues Be aware of local laws and nuances Personal Details Country Politics Need to be a French company to get a .fr domain Data Protection Consumer Protection & Distance Trading Regulations

Be aware of local laws and nuances

Personal Details

Country Politics

Need to be a French company to get a .fr domain

Data Protection

Consumer Protection & Distance Trading Regulations

Summary SEO is ongoing Hosting, domains, language, links - they all give context Google does not rule the world Use translators Link bait to build links Keep track of everything you do & change

SEO is ongoing

Hosting, domains, language, links - they all give context

Google does not rule the world

Use translators

Link bait to build links

Keep track of everything you do & change

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