• Save
International Linkbuilding - International Search Summit Munich 2012
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

International Linkbuilding - International Search Summit Munich 2012

  • 1,537 views
Uploaded on

Covering aspects of internationl linkbuilding related issues including stuff like TLD usage, strategies & more.

Covering aspects of internationl linkbuilding related issues including stuff like TLD usage, strategies & more.

More in: Business , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,537
On Slideshare
1,537
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. International Linkbuilding The International Seach Summit, Munich March 2012 Bastian Grimm, CEO & Founder, Grimm Digital
  • 2. About me Background: PHP & Java – Developing CMS, Shops & Forums – Wazap! Game Search Engine Online Marketing since 2004 – We do: SEO strategy consulting, in- house trainings, WordPress SEO and intl. link-building campaigns Links, Links, Links…need some? As well as… 2
  • 3. Get the slide deck… http://gdig.de/iss12 3
  • 4. Local? Global!
  • 5. Let’s talk about:Link Characteristics
  • 6. #1 Domainname Domainname:  Country specific top-level domain (ccTLD)  Example: de, fr, dk  Geo-targeted by default Geo-Targeting Google-style: http://gdig.de/iss03 9
  • 7. #1 Domainname Domainname:  Generic top-level domain (gTLD)  Example: com, net, info  Non geo-targeted (no pre-selection made) Worth reading: http://gdig.de/iss02 10
  • 8. #2 Webmaster Tools GWT Settings:  Hand-set a custom geo-target per (sub-) domain / path.  What you need to know: Invisible from outside of GWT! https://www.google.com/webmasters/tools/siteoverview 11
  • 9. #3 Location IP address:  By “tracing” back, it resolves to approx. geographical target  In addition: Reverse DNS & DNS Geo-Extension 12
  • 10. Get it now: WorldIP Firefox Plug-In providing all geo- related details at-a-glance: – Hostnames & IP-addresses – Cities & countries – Reverse DNS, hosting providers, datacenters, etc. Get it here: http://gdig.de/iss01 13
  • 11. #4 Language Language parameters: 1. Language of anchor text 2. Language of surrounding content 14
  • 12. #5 Language Meta Tag The Meta Language Tag: – <meta name="language" content="fr" /> Country & language combined: – <meta name="language" scheme="rfc1766" content="fr-BE" /> RFC 1766 – Allows setting-up advanced language targeting parameters like: „language-REGION“ – Main goal: Targeting country & language with proper accent settings. 15
  • 13. OMCap 2011 - Online Marketing Konferenz Berlin13.10.2011 Bastian Grimm, Grimm Digital – International Linkbuilding 16
  • 14. #5 Language Meta Tag Taken from: http://gdig.de/iss04 17
  • 15. #5 Language Meta Tag “We generally do not use the language and country meta tags.” John Mueller, Webmaster Trends Analyst, Google 18
  • 16. But there are some others… China / Baidu (~65%) South Korea / Naver (~62%) Russia / Yandex (~60%) Czech Republic / Seznam (~50%) USA / Bing & Yahoo! (~30%) Middle-East / Ayna 19
  • 17. #6 Inbound Link Profile 20
  • 18. your search query Just Google it!  Check if „link-giving“ domain & page does rank in within target country!
  • 19. Let’s have a look at some data:Top-10 Rankings for “Poker”
  • 20. #1 Anchortext Distribution: US
  • 21. #1 Anchortext Distribution: IT
  • 22. #1 Anchortext Distribution: ?
  • 23. #1 Anchortext Distribution: DE
  • 24. #1 Anchortext Distribution: DK
  • 25. #1 Anchortext Distribution: GR
  • 26. #1 Anchortext Distribution: ES
  • 27. #2 Anchortext Distribution Comparison> percentage of gambling related anchor-texts vs. brand vs. untargeted ones US: 30% IT: 23% DE: 76% DK: 33% GR: 22% ES: 45%
  • 28. So, what % ofkeyword linksdo we need?
  • 29. The most-popular answer in SEO: „It depends…!“
  • 30. Why not looking at your competitors…? Performance benchmark vs. top-3/5/10Because: If those sites do rank where they rank, they‘re probably doing something right… don‘t they?
  • 31. Don‘t get greedy:Anchortext links are great, but too many of those will get you hurt! Bastian Grimm, Grimm Digital – International Linkbuilding
  • 32. #3 Topical Distribution Comparison> percentage of links from gambling related websites vs. off-topic links US: 57% IT: 18% DE: 68% DK: 36% GR: 32% ES: 53%
  • 33. #4 Link-Type Distribution Comparison> comparing different website types: Links from blogs, forums, directories, etc.
  • 34. Markets & methods differ…You need to understand each of them, individually!
  • 35. Markets & methods differ #1Social platforms… …are still HUGE in the United States and provide good link opportunities. …don’t provide any value in Germany – only few exist & have very, very little traffic. 38
  • 36. Markets & methods differ #2Article directories… …are just STONE-DEAD in Germany …do work well in France …don’t really exist in Poland 39
  • 37. Markets & methods differ #3Pricing Links are – depending on quality – very cheap in Russia or Poland But REALLY expensive in the Netherlands And: It’s completely different values for same money (crappy footer links vs. pre-sell pages) 41
  • 38. What you need to do:I. Think local (but don’t forget the big picture!)II. Built up per-market specific knowledgeIII. Hire locals to do market specific tasksIV. Consider, that I. budgets & prices will differ II. values & quality being delivered will differ III. impact of methods & results will differV. Learn and repeat…! 42
  • 39. OMCap 2011 - Online Marketing Konferenz Berlin That’s it! …13.10.2011 Wait, still not enough? Bastian Grimm, Grimm Digital – International Linkbuilding 43
  • 40. Thank you! Questions? mail@grimm-digital.com twitter.com/basgr linkedin.com/in/bastiangrimm facebook.com/grimm.digital Bastian Grimm, CEO & Founder, Grimm Digital