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International SEO 101

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International SEO 101 International SEO 101 Presentation Transcript

  • 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?
  • Agenda
    • 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
  • Top Factors You Need To Consider
    • 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
  • 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
  • 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
  •  
  • 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
  • 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
  • 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
  •  
  •  
  •  
  • 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)
  • Dangers of Babelfish
  • External Linking
    • 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
  • 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
  • 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
  • THANK YOU! [email_address] http://www.seshet.co.uk http://www.linkedin.com/profile?viewProfile=&key=10335408 http://www.seo-chicks.com http://www.twitter.com/JudithLewis