Andy Atkins-Kruger - International SEO

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Andy Atkins-Kruger his presentation on <a href="http://eduardblacquiere.com/international-seo/">International SEO at SMX London 2008</a>.

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Andy Atkins-Kruger - International SEO

  1. 1. 10 low hanging apples of international seo 9 10 8 Andy Atkins-Krüger Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  2. 2. Synchronised global search Outstanding ROI 120 clients Best in class performance – Search-trained native speakers – Over 10 years experience – Advanced SEO & SEM strategies Low agency fees – 32 languages in one hub – Low operational overhead – Smart processes Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  3. 3. 10 low hanging apples Use UTF-8 10 character encoding Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  4. 4. UTF-8 (Unicode) Backwardly compatible with Ascii Encodes up to four-byte characters Copes with any language from Chinese to Arabic with diacritics – over 100,000 individual characters “We have long used Unicode as the internal format for all the text we search: any other encoding is first converted to Unicode for processing” Mark Davis, Senior International Software Architect Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  5. 5. 10 low hanging apples Don’t ‘translate’ metatags and page 9 titles Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  6. 6. Do not translate OR localise your keywords Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  7. 7. Plurals Prepositions football boots Accents scarpe da calcio Alternate spellings botas de fútbol Disaggregation Inflection Fussballschuhe voetbal schoen футбольная обувь Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  8. 8. 10 low hanging apples Adopt a global PR 8 strategy Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  9. 9. Global online PR – 25 languages Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  10. 10. Global PR Strategy - examples Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  11. 11. Global PR Strategy - examples Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  12. 12. 10 low hanging apples 7 Manage 301s Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  13. 13. 301s sort out the plumbing Typical global site has: • 00s of links going to “Page Not Found” • Domains around the globe incorrectly set • Several meta-refreshes And is still looking for links! Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  14. 14. 10 low hanging apples 6 Keyword URLs Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  15. 15. 10 low hanging apples 5 Source local links Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  16. 16. Local links Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  17. 17. Local links Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  18. 18. Local links Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  19. 19. ‘Polishing machines’ 研磨抛光机设备 1st 3rd Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  20. 20. 10 low hanging apples 4 Use a smart Geo- selector Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  21. 21. Smart Geo-selector Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  22. 22. Smart Geo-selector Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  23. 23. Smart Geo-selector Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  24. 24. Smart Geo-selector Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  25. 25. 10 low hanging apples Expert keyword 3 research Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  26. 26. What do you do if there’s no direct translation? • “City breaks” has no direct equivalent in most European languages • “30% off” doesn’t work in Polish Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  27. 27. Input methods impact search Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  28. 28. 10 low hanging apples ccTLDs or local 2 hosting Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  29. 29. Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  30. 30. 10 low hanging apples Language & content 1 presentation Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  31. 31. Language content & presentation Spidering Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  32. 32. Language content & presentation Language Spidering detection Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  33. 33. Language content & presentation Language Spidering detection Language dependent processes Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  34. 34. Language content & presentation Language Spidering detection Index & Language query dependent response processes Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  35. 35. Language detection Defined by Character Confused by character sets sets Romanian English - Indonesian – Malay – Swahili German Danish – Norwegian Swedish Bosnian – Croatian Turkish Sanskrit – Hindi – Marathi – Kashmiri – … Thai Arabic – Kurdish – Punjabi – Pashto – Urdu …. Hebrew Mandarin – Cantonese – Japanese Icelandic Russian – Bulgarian – Ukrainian Greek Finnish - Estonian Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  36. 36. Language detection Language Defining common word patterns Polish Consonant clusters - quot;rzquot;, quot;szquot; , quot;czquot;, quot;przquot;, quot;trzquot; English Frequent words – an, in, on, the, that, is, are Simplified chinese ‘Common radicals’ distinguish from traditional Czech To distinguish from Slovak: does not use ä, ľ, ĺ, ŕ, ô Latvian Does not have letters q, w, x, y Dutch Letter sequences ij, ei Turkish Frequent words – bir, bu, fakat, oldu, şu Italian Almost every word ends in a vowel Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  37. 37. Finally – who knows what this is? Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  38. 38. Finally – who knows what this is? Low cost pilot Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08
  39. 39. Synchronised global search andy@webcertain.com Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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