0
Ireland & Beyond          Brian Martin    @BrianMartin1014 | @ecelticseoslideshare.net/brianmartineceltic
1. Identifying the Opportunity2. How to Get Started3. Examples
Who Me?
Inspiration • 100m+ revenue • 95% online • Selling bikes!
Don’t Forget theHome Crowd
My Beef
17th in Number of SEO Professionals
Look Familiar?
Ireland
Finding Your Opportunities
Don’t Need to Revinent the Wheel
Rinse & Repeat your OnSite Checklist 1. Keyword Research       12. Dublin core meta tag         24. Rel=author 2. Mapping ...
Keyword Research • Beware of Google Translate • Image Search • Competitor keyword research
Spelling
Keyword Research
Keyword Research
Related Keywords
Understanding SearchBehaviour US vs. Germany
Understanding Search BehaviourSouth Africa vs. Ireland
Structuring Your International Site  • Does your brand translate internationally?  • http://support.google.com/webmasters/...
ccTLD • www.expedia.ie Clear geotargeting + local separation/trust • Resource heavy • Strict Requirements (sometimes) see...
Subdirectories  • www.venere.com/fr/   Easy to set-up & maintain   Single URL  • Separation of sites harder  • Users may...
Subdomains • en-ie.hotels.com/ Allows different server locations • Easy to set-up + separate sites • Users may not recogn...
Google Webmaster Tools  http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
HREFLANG tag  http://support.google.com/webmasters/bin/ans  wer.py?hl=en&answer=189077
Global Hosting
1.    .google.com      39.   .google.com.co   77.    .google.ie       115.   .google.mw       153.   .google.com.sl2.    ....
Notable Exceptions
Example Advanced Search Commands  • site:fr inurl:uniforme inurl:blog  • inurl:forum site:it inurl:calcio  • related:yours...
Get your Power Search certificate
PR• Data• Infographics• Ryanair approach
Build an Authority Resource
A Tea Partier Decided To Pick A Fight WithA Foreign President. It Didnt Go So Well.
Build Trust• Security & Risk Minimisation• Transparency• Contact Information
Design as Culture
Doing Real World Stuff •   Partnerships •   Events •   Competitions •   Whitepapers •   Surveys •   User Generated Content...
Don’t Silo SEO• Segment analytics by country• Understand the culture before marketing to it• Build content calendars, supp...
• International SEO is for you as well• Prepare• Learn from others
Promo Code: DublinSEO
Thank You@BrianMartin1014 |@ecelticseoSlideshare.net/brianmartineceltic
Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit
Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit
Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit
Upcoming SlideShare
Loading in...5
×

Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit

1,614

Published on

Brian's presentation on achieving online growth outside of Ireland through International SEO, from the Dublin SEO Summit on the 21st of September, 2012 in the Morrison Hotel.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,614
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • About 40% sold outside of the EUSet up in the 80’s
  • Where is your effort best spent if you already have good market share for your main keywords in Ireland? If you’re still struggling to get your traffic in Ireland then there’s no point diluting your efforts in other territories. Daft, donedeal,
  • My beefwith not looking outside of Ireland. Even if your business cannot possibly go international, at least source ideas from best practice internationally. Even if you can’t sell them
  • Sitting between Israel and Sweden in numbers of people mentioning SEO in their profiles on LinkedIn. This is a crude rule of thumb for measuring awareness in the field but interesting.
  • This is your typical Irish website only focusing on Ireland. But tends to attract small parcels of traffic from around the world by accident.
  • Not re-inventing the wheel. What works in creating
  • Spelling, target keywords and even brandUse robots.txt to prevent Google from crawling automatically translated pages
  • Peak time for searches in US is 10pm but Germany is 11:30am (in Ireland 10:30pm) http://www.google.com/transparencyreport/traffic
  • South Africa vs. Ireland
  • There are a matrix of decisions to determine which is the best option for youDoes your brand translate ok internationally? If not, then a new site name may be required.Expedia goes forlocalised sites where hotels.com goes for one main site This is a matter of comparing multiple localised sites versus one major site with multiple country sites within the main siteIf you go for Subfolders implement two letter country codes
  • HREFLANG tag serving content to that audienceUse the XML sitemap method
  • Hosting internationally in your target country does help the site load faster. It doesn’t make a huge difference but is particularly important for China as Baidu is terrible at indexing sites hosted outside of China.
  • 100,000 hits from 100 countries in 2 weeks with a Press Release – original and unique data
  • Normally a lot of reference and factual content would be based on Wikipedia but there’s an opportunity where something isn’t well documented or covered online that you can create the de facto resource for.
  • 11,500 links – Upworthy and 1 million views in 24 hoursA 4 minute condensed clip from a 20 minute debate with a member of the Tea party. In the title they leave a curiosity gap and framed it well. Copywriting is a really important skill as part of SEO and fits in especially well in your meta descriptionsAlso one of the key lessons was that they had a strong base to start off to seed the clip. Also it’s just audio not visual proving that visual isn’t always necessary to make something shareable.
  • People are looking for reasons not to trust you. Online shopping is an isolated experience without sensing what the business is really like. Security logosWarranties, guaranties, testimonials, case studies, who is in the company, social media links?One cultural gaffe can ruin a lot of trust built upLike any reputation it takes time to build and there aren’t many short cuts
  • For most western countries a separate design won’t be needed. A word on targeting China. QQ.com very popular portal in China has 367 links and is a cluttered mess to a Westerner.
  • Transcript of "Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit"

    1. 1. Ireland & Beyond Brian Martin @BrianMartin1014 | @ecelticseoslideshare.net/brianmartineceltic
    2. 2. 1. Identifying the Opportunity2. How to Get Started3. Examples
    3. 3. Who Me?
    4. 4. Inspiration • 100m+ revenue • 95% online • Selling bikes!
    5. 5. Don’t Forget theHome Crowd
    6. 6. My Beef
    7. 7. 17th in Number of SEO Professionals
    8. 8. Look Familiar?
    9. 9. Ireland
    10. 10. Finding Your Opportunities
    11. 11. Don’t Need to Revinent the Wheel
    12. 12. Rinse & Repeat your OnSite Checklist 1. Keyword Research 12. Dublin core meta tag 24. Rel=author 2. Mapping keywords to 13. Custom 404 page 25. Page speed pages 14. Doctype declaration 26. Canonical Issues 3. Page title tag 15. Language Declaration 27. Content optimisation 4. Meta description tag 16. Breadcrumb 28. 404 page 5. Heading tag 17. Geo meta tags 29. Add contact details 6. Alt tag 18. Rich snippets 30. UTF-8 Coding 7. XML sitemap 19. URL syntax 31. Etc. 8. HTML sitemap 20. Site architecture 9. Video sitemap 21. Internal linking structure 10. RSS feed 22. External linking profile 11. Robots.txt 23. hCard
    13. 13. Keyword Research • Beware of Google Translate • Image Search • Competitor keyword research
    14. 14. Spelling
    15. 15. Keyword Research
    16. 16. Keyword Research
    17. 17. Related Keywords
    18. 18. Understanding SearchBehaviour US vs. Germany
    19. 19. Understanding Search BehaviourSouth Africa vs. Ireland
    20. 20. Structuring Your International Site • Does your brand translate internationally? • http://support.google.com/webmasters/bin/a nswer.py?hl=en&answer=182192
    21. 21. ccTLD • www.expedia.ie Clear geotargeting + local separation/trust • Resource heavy • Strict Requirements (sometimes) see: 101domain.com/rules.htm
    22. 22. Subdirectories • www.venere.com/fr/  Easy to set-up & maintain  Single URL • Separation of sites harder • Users may not recognise geotargeting
    23. 23. Subdomains • en-ie.hotels.com/ Allows different server locations • Easy to set-up + separate sites • Users may not recognise geotargeting
    24. 24. Google Webmaster Tools http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
    25. 25. HREFLANG tag http://support.google.com/webmasters/bin/ans wer.py?hl=en&answer=189077
    26. 26. Global Hosting
    27. 27. 1. .google.com 39. .google.com.co 77. .google.ie 115. .google.mw 153. .google.com.sl2. .google.ad 40. .google.co.cr 78. .google.co.il 116. .google.com.mx 154. .google.sn3. .google.ae 41. .google.com.cu 79. .google.im 117. .google.com.my 155. .google.so4. .google.com.af 42. .google.cv 80. .google.co.in 118. .google.co.mz 156. .google.sm5. .google.com.ag 43. .google.com.cy 81. .google.iq 119. .google.com.na 157. .google.st6. .google.com.ai 44. .google.cz 82. .google.is 120. .google.com.nf 158. .google.com.sv7. .google.am 45. .google.de 83. .google.it 121. .google.com.ng 159. .google.td8. .google.co.ao 46. .google.dj 84. .google.je 122. .google.com.ni 160. .google.tg9. .google.com.ar 47. .google.dk 85. .google.com.jm 123. .google.ne 161. .google.co.th10. .google.as 48. .google.dm 86. .google.jo 124. .google.nl 162. .google.com.tj11. .google.at 49. .google.com.do 87. .google.co.jp 125. .google.no 163. .google.tk12. .google.com.au 50. .google.dz 88. .google.co.ke 126. .google.com.np 164. .google.tl13. .google.az 51. .google.com.ec 89. .google.com.kh 127. .google.nr 165. .google.tm14. .google.ba 52. .google.ee 90. .google.ki 128. .google.nu 166. .google.tn15. .google.com.bd 53. .google.com.eg 91. .google.kg 129. .google.co.nz 167. .google.to16. .google.be 54. .google.es 92. .google.co.kr 130. .google.com.om 168. .google.com.tr17. .google.bf 55. .google.com.et 93. .google.com.kw 131. .google.com.pa 169. .google.tt18. .google.bg 56. .google.fi 94. .google.kz 132. .google.com.pe 170. .google.com.tw19. .google.com.bh 57. .google.com.fj 95. .google.la 133. .google.com.ph 171. .google.co.tz20. .google.bi 58. .google.fm 96. .google.com.lb 134. .google.com.pk 172. .google.com.ua21. .google.bj 59. .google.fr 97. .google.li 135. .google.pl 173. .google.co.ug22. .google.com.bn 60. .google.ga 98. .google.lk 136. .google.pn 174. .google.co.uk23. .google.com.bo 61. .google.ge 99. .google.co.ls 137. .google.com.pr 175. .google.com.uy24. .google.com.br 62. .google.gg 100. .google.lt 138. .google.ps 176. .google.co.uz25. .google.bs 63. .google.com.gh 101. .google.lu 139. .google.pt 177. .google.com.vc26. .google.co.bw 64. .google.com.gi 102. .google.lv 140. .google.com.py 178. .google.co.ve27. .google.by 65. .google.gl 103. .google.com.ly 141. .google.com.qa 179. .google.vg28. .google.com.bz 66. .google.gm 104. .google.co.ma 142. .google.ro 180. .google.co.vi29. .google.ca 67. .google.gp 105. .google.md 143. .google.ru 181. .google.com.vn30. .google.cd 68. .google.gr 106. .google.me 144. .google.rw 182. .google.vu31. .google.cf 69. .google.com.gt 107. .google.mg 145. .google.com.sa 183. .google.ws32. .google.cg 70. .google.gy 108. .google.mk 146. .google.com.sb 184. .google.rs33. .google.ch 71. .google.com.hk 109. .google.ml 147. .google.sc 185. .google.co.za34. .google.ci 72. .google.hn 110. .google.mn 148. .google.se 186. .google.co.zm35. .google.co.ck 73. .google.hr 111. .google.ms 149. .google.com.sg 187. .google.co.zw36. .google.cl 74. .google.ht 112. .google.com.mt 150. .google.sh 188. .google.cat37. .google.cm 75. .google.hu 113. .google.mu 151. .google.si38. .google.cn 76. .google.co.id 114. .google.mv 152. .google.sk
    28. 28. Notable Exceptions
    29. 29. Example Advanced Search Commands • site:fr inurl:uniforme inurl:blog • inurl:forum site:it inurl:calcio • related:yoursite.es
    30. 30. Get your Power Search certificate
    31. 31. PR• Data• Infographics• Ryanair approach
    32. 32. Build an Authority Resource
    33. 33. A Tea Partier Decided To Pick A Fight WithA Foreign President. It Didnt Go So Well.
    34. 34. Build Trust• Security & Risk Minimisation• Transparency• Contact Information
    35. 35. Design as Culture
    36. 36. Doing Real World Stuff • Partnerships • Events • Competitions • Whitepapers • Surveys • User Generated Content – Ask your Community
    37. 37. Don’t Silo SEO• Segment analytics by country• Understand the culture before marketing to it• Build content calendars, supplement all search with social (email).
    38. 38. • International SEO is for you as well• Prepare• Learn from others
    39. 39. Promo Code: DublinSEO
    40. 40. Thank You@BrianMartin1014 |@ecelticseoSlideshare.net/brianmartineceltic
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×