International SEO: Are We Speaking The Same Language?

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International SEO: Are We Speaking The Same Language?

  1. 1. International Site Architecture: Are We Speaking the Same Language? -Cindy Krum
  2. 2. <ul><li>Multi-National Brands Face Different Web Issues: </li></ul><ul><ul><li>Multiple Languages, Currencies Measurements & Seasonality </li></ul></ul><ul><ul><li>Different Search Engines </li></ul></ul><ul><ul><li>Different E-Commerce Laws </li></ul></ul><ul><ul><li>Inconsistent Marketing Aesthetics </li></ul></ul><ul><li>Site Architecture Can Help Address these Issues </li></ul>
  3. 3. <ul><li>Site Architecture Options </li></ul><ul><ul><li>One Site -Subdomains & Subdirectories </li></ul></ul><ul><ul><li>-Translation Software </li></ul></ul><ul><ul><li>Multiple Sites -A Site for Every Country </li></ul></ul><ul><ul><li>Blended </li></ul></ul><ul><ul><li>-One International Site & Multiple Country Specific Sites </li></ul></ul>
  4. 4. <ul><li>Things to Consider </li></ul><ul><ul><li>Design, Development & Maintenance Cost </li></ul></ul><ul><ul><li>Server Configuration & Location </li></ul></ul><ul><ul><li>CMS & Order Fulfillment </li></ul></ul><ul><ul><li>E-mail, Direct Marketing, Affiliates & PPC </li></ul></ul><ul><ul><li>Traditional Advertising </li></ul></ul><ul><ul><li>SEO </li></ul></ul>
  5. 5. SEO and some of the other stuff…
  6. 6. ONE SITE
  7. 8. ONE SITE SUBDOMAINS & SUBDIRECTORIES
  8. 10. One Site: Subdomains/Directories <ul><li>Cons: </li></ul><ul><ul><li>Homepage in Wrong Language = Confusing </li></ul></ul><ul><ul><li>Home Page Only Ranks in One Language (but multiple countries) </li></ul></ul><ul><ul><li>Grouping by Country Risks DUPLICATE Content (Grouping by Language does not) </li></ul></ul><ul><li>Pros: </li></ul><ul><ul><li>Easy to Set Up </li></ul></ul><ul><ul><li>Links & Traffic All Point to One Domain </li></ul></ul><ul><ul><li>More Pages in the Index </li></ul></ul><ul><ul><li>Flexibility with Messaging </li></ul></ul><ul><ul><li>Grouping by Language Prevents Duplicate Content </li></ul></ul><ul><ul><li>Country Specific Hosting Option (Subdomains) </li></ul></ul>
  9. 11. <ul><ul><li>Specify Target Country for Each in Google Webmaster Tools </li></ul></ul><ul><ul><li>Redirect Country Specific Domains to Appropriate Subdomain or Subdirectory </li></ul></ul><ul><ul><li>Internal & External Links </li></ul></ul><ul><ul><ul><li>Appropriate Language Sites w/Appropriate Anchor Text </li></ul></ul></ul><ul><ul><ul><li>Country Specific Domains (External) </li></ul></ul></ul><ul><ul><li>Language Meta Tag, HTML Language & Local <Address> </li></ul></ul>One Site: Subdomains/Directories SEO TIPS
  10. 12. ONE SITE TRANSLATION
  11. 14. One Site: Translation <ul><li>Pros: </li></ul><ul><ul><li>Best User Experience </li></ul></ul><ul><ul><li>Can work with Legacy CMS, Meta Data, Content & Feeds </li></ul></ul><ul><ul><li>Robust Translation Software=More Scalable </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Harder to Setup </li></ul></ul><ul><ul><li>Natural Inbound Links Could be in Wrong Language </li></ul></ul>
  12. 15. <ul><ul><li>Don’t Set A Location in Google Webmaster Tools </li></ul></ul><ul><ul><li>Redirect Country Specific Domains to Appropriate Translation </li></ul></ul><ul><ul><li>Check the Work of Your Translation Software </li></ul></ul><ul><ul><li>Allow Users To Change Language/Location& Set Language Cookie </li></ul></ul><ul><ul><li>Minimize ‘On Page’ JavaScript, or Have Everything Happen on the Server </li></ul></ul><ul><ul><li>Language Meta Tag, HTML Language & Local <Address> </li></ul></ul>One Site: Translation SEO Tips
  13. 16. MULTIPLE SITES
  14. 18. Multiple Sites: <ul><li>Pros: </li></ul><ul><ul><li>Incrementally Low Start-Up Costs </li></ul></ul><ul><ul><li>Can Add Sites One at a Time </li></ul></ul><ul><ul><li>Rank Well in Multiple Country Specific Search Engines </li></ul></ul><ul><ul><li>Country Specific Hosting </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>More Sites = More Sites to Update (Inventory, News, Specials etc.) </li></ul></ul><ul><ul><li>Multiple Sites = Multiple SEO Efforts = Harder to Rank in ‘.com’ </li></ul></ul><ul><ul><li>Forced to Target Countries Instead of Languages </li></ul></ul>
  15. 19. Multiple Sites: SEO TIPS <ul><ul><li>Target Country in Google Webmaster Tools </li></ul></ul><ul><ul><li>External Links </li></ul></ul><ul><ul><ul><li>Appropriate Language Sites w/Appropriate Anchor Text </li></ul></ul></ul><ul><ul><ul><li>Country Specific Domains </li></ul></ul></ul><ul><ul><li>Link Your Multiple Country Sites Carefully & Logically </li></ul></ul><ul><ul><li>Language Meta Tag, HTML Language & Local <Address> </li></ul></ul>
  16. 20. BLENDED
  17. 22. Blended <ul><li>Pros: </li></ul><ul><ul><li>Most Realistic for World Wide Presence </li></ul></ul><ul><ul><li>Can Start with ‘.com’ & Build Country Specific Sites as Needed </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Most Costly to Create, Maintain & Update </li></ul></ul>
  18. 23. Blended: SEO TIPS <ul><ul><li>Specify Countries in Google Webmaster Tools, but Not the International Site </li></ul></ul><ul><ul><li>Link Your Multiple Country Sites Carefully & Logically </li></ul></ul><ul><ul><li>External Links Should Be Logical </li></ul></ul><ul><ul><ul><li>International on the International Site </li></ul></ul></ul><ul><ul><ul><li>Country Specific on Country Specific Sites </li></ul></ul></ul><ul><ul><li>Let Users Know You are Taking them To Another Site </li></ul></ul><ul><ul><li>Use Java Translation & IP Sniffing on Homepage </li></ul></ul>
  19. 24. Thanks!

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