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SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
SMX West 2010: SEO Domain & URL Strategies for International Websites
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SMX West 2010: SEO Domain & URL Strategies for International Websites

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Presentation from SMX West 2010 on search engine visibility considerations for the use of domains and URLs to organize website content. Companion blog post: …

Presentation from SMX West 2010 on search engine visibility considerations for the use of domains and URLs to organize website content. Companion blog post: http://www.antezeta.com/blog/international-domain-strategies

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  • 1. Domain & URL Strategies for Multilingual & Multinational Sites SMX West Sean Carlos 3 March 2010 Sean Carlos 1 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 2. We're here Sean Carlos 2 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 3. Many of us are likely from here Sean Carlos 3 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 4. Our clients are probably here Sean Carlos 4 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 5. The English speaking world as seen by Bing & Google Sean Carlos 5 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 6. Organizing Multilingual & Multinational Website Content Two Dimensions: Language & Geography 1. The Five Options 2. Considerations driving a domain / URL strategy Sean Carlos 6 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 7. 1. Top Level Domains (TLDs) www.mysite.com gTLD www.mysite.mx ccTLD www.mysite.it Sean Carlos 7 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 8. 2. Subdomains en.mysite.com es.mysite.com it.mysite.com Sean Carlos 8 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 9. 3. Directories (Folders) on the Web Server www.mysite.com/en www.mysite.com/es www.mysite.com/it Sean Carlos 9 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 10. 4. URL Parameters Not recommended ● Set a page's language and/or personalize for a target market – Google often uses hl=<code> to set a page's language, e.g. ● http://www.google.com/support/webmasters/bin/ answer.py?hl=en&answer=62399 – Bing country and language settings can be changed by appending setmkt=<code> to the bing URL, e.g. ● http://www.bing.com/?setmkt=de-CH Sean Carlos 10 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 11. 5. Chance Not recommended (A.K.A. no Organization) ● Site pages – are in various languages with no particular organization. – may contain multiple languages within the same page. Sean Carlos 11 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 12. Organizing Multilingual & Multinational Website Content Two Dimensions: Language & Geography 1. The Five Options 2. Considerations driving a domain / URL strategy Sean Carlos 12 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 13. Search Engines guess “Intended” Market ● Search engines may associate a website to a geographic market by looking at domain country codes (ccTLD) or server IP for generic domains (gTLD) Google allows geo  assignment of  gTLDs in Google  Webmaster Tools –  Google ONLY Sean Carlos 13 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 14. Influence of Incoming Links ● Search engines will most likely consider the “location” of sites providing incoming links when ranking a page for a particular market Sean Carlos 14 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 15. Users Scan Search Result URLs ● Multiple studies have noted users scan URLs when deciding which search result to select – Microsoft Research – Marketing Sherpa Search Marketing Guide 2008 ● Users probably prefer “their” country specific domain in search results Sean Carlos 15 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 16. Specific considerations for the recommended options Sean Carlos 16 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 17. Country Code Top Level Domains (www.mysite.it) Tailoring for content differences, e.g. $, € Strong signal target market Track separately in Webmaster Tools, WA If language spoken in multiple countries – link dilution (“duplicate content”) If multiple languages used in country – still have issues, e.g. Canada, Switzerland Registration hurdles – physical presence or other requirements Sean Carlos 17 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 18. Subdomains for each Market (it.mysite.com) No registration issues Host each subdomain in local market to set server IP geolocation signal (but will you?) Track separately in Webmaster Tools, WA Market needs may require multiple subdomains for same language Link dilution (but more relevant) Weaker URL signal for users scanning search results Sean Carlos www.antezeta.com/blog 18 sean [symbol here] antezeta.com
  • 19. Directories for each Market (www.mysite.com/it) No registration issues All links going to same domain – but from discordant sources Need multiple directories for some lang.? Ambiguous geolocation targeting – server IP signal not helpful – Mixing multiple languages in same site Weak URL for users scanning search results Sean Carlos 19 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 20. Thank You! Sean Carlos Web Marketing Training & Consulting sean [symbol here] antezeta.com www.antezeta.com/blog Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe) Skype: sean-carlos Twitter: seancarlos Sean Carlos 20 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 21. US only Site? You're not Immune.... ● If you – choose a cute domain extension from a small country – host your site on servers outside the USA Search engines may not be sure who you're trying to target bit.ly Libya? Mitigate w/ incoming link selection Sean Carlos 21 www.antezeta.com/blog sean [symbol here] antezeta.com
  • 22.     Domain & URL Strategies for Multilingual & Multinational Sites SMX West Sean Carlos 3 March 2010 Sean Carlos 1 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 23.     We're here Sean Carlos 2 www.antezeta.com/blog sean [symbol here] antezeta.com Setting the stage: we're currently Santa Clara centric.  
  • 24.     Many of us are likely from here Sean Carlos 3 www.antezeta.com/blog sean [symbol here] antezeta.com A majority of attendees are probably from a nearby radius  
  • 25.     Our clients are probably here Sean Carlos 4 www.antezeta.com/blog sean [symbol here] antezeta.com Most businesses are probably targeting a national audience  
  • 26.     The English speaking world as seen by Bing & Google Sean Carlos 5 www.antezeta.com/blog sean [symbol here] antezeta.com Yet even if we just consider English speaking countries, the view seen by Google, Bing & Co. is more complicated. We are potentially competing with similar websites from Canada, England, Australia, South Africa. For those in the audience focusing solely on a domestic audience in English, you'll see how these issues can impact you too.  
  • 27.     Organizing Multilingual & Multinational Website Content Two Dimensions: Language & Geography 1. The Five Options 2. Considerations driving a domain / URL strategy Sean Carlos 6 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 28.     1. Top Level Domains (TLDs) www.mysite.com gTLD www.mysite.mx ccTLD www.mysite.it Sean Carlos 7 www.antezeta.com/blog sean [symbol here] antezeta.com gTLD - generic top-level domain ccTLD - country-code top-level domains Master list of top level domains is managed by IANA (The Internet Assigned Numbers Authority). Contains 251 country codes + Catalonia (CAT) and Europe (EU) http://www.iana.org/domains/root/db/  
  • 29.     2. Subdomains en.mysite.com es.mysite.com it.mysite.com Sean Carlos 8 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 30.     3. Directories (Folders) on the Web Server www.mysite.com/en www.mysite.com/es www.mysite.com/it Sean Carlos 9 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 31.     4. URL Parameters Not recommended ● Set a page's language and/or personalize for a target market – Google often uses hl=<code> to set a page's language, e.g. ● http://www.google.com/support/webmasters/bin/ answer.py?hl=en&answer=62399 – Bing country and language settings can be changed by appending setmkt=<code> to the bing URL, e.g. ● http://www.bing.com/?setmkt=de-CH Sean Carlos 10 www.antezeta.com/blog sean [symbol here] antezeta.com URL parameters add complexity which may discourage users from clicking on a search result even if a page is indexed by search engines.  
  • 32.     5. Chance Not recommended (A.K.A. no Organization) ● Site pages – are in various languages with no particular organization. – may contain multiple languages within the same page. Sean Carlos 11 www.antezeta.com/blog sean [symbol here] antezeta.com Disorganization should be left in the dorm room!  
  • 33.     Organizing Multilingual & Multinational Website Content Two Dimensions: Language & Geography 1. The Five Options 2. Considerations driving a domain / URL strategy Sean Carlos 12 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 34.     Search Engines guess “Intended” Market ● Search engines may associate a website to a geographic market by looking at domain country codes (ccTLD) or server IP for generic domains (gTLD) Google allows geo  assignment of  gTLDs in Google  Webmaster Tools –  Google ONLY Sean Carlos 13 www.antezeta.com/blog sean [symbol here] antezeta.com See also: Google Geo Targeting in Google Webmaster Tools http://www.google.com/support/webmasters/bin/answ Bing http://www.bing.com/community/blogs/webmaster/ar http://help.live.com/help.aspx?project=wl_webmasters http://www.bing.com/toolbox/support/how-can-i-incre  
  • 35.     Influence of Incoming Links ● Search engines will most likely consider the “location” of sites providing incoming links when ranking a page for a particular market Sean Carlos 14 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 36.     Users Scan Search Result URLs ● Multiple studies have noted users scan URLs when deciding which search result to select – Microsoft Research – Marketing Sherpa Search Marketing Guide 2008 ● Users probably prefer “their” country specific domain in search results Sean Carlos 15 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 37.     Specific considerations for the recommended options Sean Carlos 16 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 38.     Country Code Top Level Domains (www.mysite.it) Tailoring for content differences, e.g. $, € Strong signal target market Track separately in Webmaster Tools, WA If language spoken in multiple countries – link dilution (“duplicate content”) If multiple languages used in country – still have issues, e.g. Canada, Switzerland Registration hurdles – physical presence or other requirements Sean Carlos 17 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 39.     Subdomains for each Market (it.mysite.com) No registration issues Host each subdomain in local market to set server IP geolocation signal (but will you?) Track separately in Webmaster Tools, WA Market needs may require multiple subdomains for same language Link dilution (but more relevant) Weaker URL signal for users scanning search results Sean Carlos www.antezeta.com/blog 18 sean [symbol here] antezeta.com  
  • 40.     Directories for each Market (www.mysite.com/it) No registration issues All links going to same domain – but from discordant sources Need multiple directories for some lang.? Ambiguous geolocation targeting – server IP signal not helpful – Mixing multiple languages in same site Weak URL for users scanning search results Sean Carlos 19 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 41.     Thank You! Sean Carlos Web Marketing Training & Consulting sean [symbol here] antezeta.com www.antezeta.com/blog Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe) Skype: sean-carlos Twitter: seancarlos Sean Carlos 20 www.antezeta.com/blog sean [symbol here] antezeta.com  
  • 42.     US only Site? You're not Immune.... ● If you – choose a cute domain extension from a small country – host your site on servers outside the USA Search engines may not be sure who you're trying to target bit.ly Libya? Mitigate w/ incoming link selection Sean Carlos 21 www.antezeta.com/blog sean [symbol here] antezeta.com  

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