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Going Global 050409
 

Going Global 050409

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Slides from Going Global Conference, 7 May, 2009. Nicholas J. Pirro Convention Center; Syracuse, NY. ...

Slides from Going Global Conference, 7 May, 2009. Nicholas J. Pirro Convention Center; Syracuse, NY.

Presented by Brian Bluff, President Site-Seeker, Inc. (www.site-seeker.com)
315.732.9281

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    Going Global 050409 Going Global 050409 Presentation Transcript

    • © 2009 Site-Seeker, Inc. The Internet is global, are you? International Search Engine Optimization www.site-seeker.com
    • © 2009 Site-Seeker, Inc. About Today • Download This Presentation at: – www.site-seeker.com/seminar.pdf • We’re here to help… www.site-seeker.com
    • © 2009 Site-Seeker, Inc. What We Will Cover • Search Engine Optimization overview • Domain names • Hosting • Links • Content www.site-seeker.com
    • © 2009 Site-Seeker, Inc. What is Search Engine Marketing? Vertical 1. Drive Websites Social Media Your Website 2. Convert Your website is a machine…. 3. Measure and improve www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Search Engines – Why you should care Source: ComScore (October 2007) www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Search Engines – Why you should care 61% Google www.site-seeker.com Source: ComScore (October 2007)
    • © 2009 Site-Seeker, Inc. Search Engines – Why you should care Market share by country: Global Search Report 2007 – PDF (source: Multilingual Search) www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Searchers Search in Their Native Language Gear manufacturer = GetriebeHersteller Est. Google Search source: Google Volume April 2009 gear manufacturer global (english) 1,000 US (engish) 720 Germany (english) 22 competition (pages in Google's index) 57,600 getriebehersteller global (german) 140 germany (german) 140 competition (pages in Google's index) 2,920 www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Search Engine Results Page (SERP) www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Motivation of the Search Engines Source: http://investor.google.com/fin_data.htm www.site-seeker.com
    • © 2009 Site-Seeker, Inc. What does it take to rank well Three steps to better ranking 1. get indexed 2. be credible 3. be relevant www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Importance of Keyword Research •If you don’t know how people search you can’t position your website to be found •The first step to positioning your website in the path of a prospect looking for your product or service • Provides clues about prospects’ concerns/questions • Facilitates the development of content important to potential customers •Tip: www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Domain Name Selection – ccTLD (Relevance) • ccTLD: Country Code Top Level Domain • Two letter extension on the end of a domain name – “.de” = Germany – “.cn” = China – i.e. www.google.de, Google Germany • Based (largely) on ISO 3166-1 alpha-2 codes www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Domain Name Selection – ccTLD (Relevance) Some ccTLDs like “.ca” (Canadian) and “.de” (German) have local presence requirements To register a “.ca” domain… • Canadian citizen of the age of majority • permanent resident of Canada • legally recognized Canadian organization • foreign resident of Canada that holds a registered Canadian trademark • division of the government • Queen Elizabeth II in her capacity as head of state of Canada • …more (source: www.wikipedia.org) www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Domain Name Selection – ccTLD (Relevance) Other uses • “.fm” (Federated States of Micronesia) • Often used by FM radio stations and Internet radio stations Challenges • Many companies insist on building one website. They then make visitors to select a location (language) – Common content management system www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Domain Name Selection – ccTLD (Relevance) • What’s the point? • To look local…. or relevant… use a ccTLD www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Domain Name Selection – ccTLD (Relevance) Tips • Target separate countries with separate ccTLDs – www.yoursite.com (geographically neutral) – www.yoursite.mx (Mexico) • Separate languages on separate subdomains – en.yoursite.com (english) – es.yoursite.com (spanish) • Separate topics or audience groups in subdirectories – www.yoursite.com/ush (US Hispanic) www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Where to Host Your Website? (Relevance) Geolocation – Associate your website with a particular country. The search engines: • Read the IP address of the website – IP address: a numerical identifier assigned to an internet device • Retrieve the “whois” information relating to the IP address • Examine the physical (street) address… make an association www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Establish Local Links To Your Website Incoming links • Build credibility • Make your site relevant Therefore, local incoming links • Make your site relevant locally www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Content Avoid duplicate content • Allow only one copy of a page (same language) to be indexed • Use no-follow attribute (or robots.txt file) to prevent spiders from crawling multiple copies • Don’t worry about translated pages (different languages) Pay attention to dialects and regional preferences www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Content Model numbers and brand names are better optimized in English Use Google Webmaster Tools to associate content (pages) with a specific region/country • Entire domain: www.yoursite.com • Subdirectory: www.yoursite.com/au/ • Subdomain: au.yoursite.com www.site-seeker.com
    • © 2009 Site-Seeker, Inc. Thank You Brian Bluff President brianbluff@site-seeker.com (315) 732-9281, 11 www.site-seeker.com