10 low hanging apples
of international seo
9 10 8
Andy Atkins-Krüger
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

10 low hanging apples
Use UTF-8
10 character encoding
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

10 low hanging apples
Don’t ‘translate’
metatags and page
9 titles
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Do not
translate OR
localise your keywords
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

10 low hanging apples
Adopt a global PR
8 strategy
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Global online PR – 25 languages
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Global PR Strategy - examples
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Global PR Strategy - examples
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
7 Manage 301s
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

10 low hanging apples
6 Keyword URLs
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
5 Source local links
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Local links
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Local links
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Local links
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

‘Polishing machines’ 研磨抛光机设备
1st
3rd
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
4 Use a smart Geo-
selector
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Smart Geo-selector
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Smart Geo-selector
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Smart Geo-selector
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Smart Geo-selector
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
Expert keyword
3 research
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

Input methods impact search
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
ccTLDs or local
2 hosting
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging apples
Language &
content
1 presentation
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Language content & presentation
Spidering
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Language content & presentation
Language
Spidering detection
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Language content & presentation
Language
Spidering detection
Language
dependent
processes
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Language content & presentation
Language
Spidering detection
Index & Language
query dependent
response processes
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

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

Language detection
Language Defining common word patterns
Polish Consonant clusters - \"rz\", \"sz\" , \"cz\", \"prz\", \"trz\"
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

Finally – who knows what this is?
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Finally – who knows what this is?
Low cost pilot
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

Synchronised global search
andy@webcertain.com
Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08