International SEO: Are We Speaking The Same Language?

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  • 1. International Site Architecture: Are We Speaking the Same Language? -Cindy Krum
  • 2.
    • Multi-National Brands Face Different Web Issues:
      • Multiple Languages, Currencies Measurements & Seasonality
      • Different Search Engines
      • Different E-Commerce Laws
      • Inconsistent Marketing Aesthetics
    • Site Architecture Can Help Address these Issues
  • 3.
    • Site Architecture Options
      • One Site -Subdomains & Subdirectories
      • -Translation Software
      • Multiple Sites -A Site for Every Country
      • Blended
      • -One International Site & Multiple Country Specific Sites
  • 4.
    • Things to Consider
      • Design, Development & Maintenance Cost
      • Server Configuration & Location
      • CMS & Order Fulfillment
      • E-mail, Direct Marketing, Affiliates & PPC
      • Traditional Advertising
      • SEO
  • 5. SEO and some of the other stuff…
  • 6. ONE SITE
  • 7.  
  • 8. ONE SITE SUBDOMAINS & SUBDIRECTORIES
  • 9.  
  • 10. One Site: Subdomains/Directories
    • Cons:
      • Homepage in Wrong Language = Confusing
      • Home Page Only Ranks in One Language (but multiple countries)
      • Grouping by Country Risks DUPLICATE Content (Grouping by Language does not)
    • Pros:
      • Easy to Set Up
      • Links & Traffic All Point to One Domain
      • More Pages in the Index
      • Flexibility with Messaging
      • Grouping by Language Prevents Duplicate Content
      • Country Specific Hosting Option (Subdomains)
  • 11.
      • Specify Target Country for Each in Google Webmaster Tools
      • Redirect Country Specific Domains to Appropriate Subdomain or Subdirectory
      • Internal & External Links
        • Appropriate Language Sites w/Appropriate Anchor Text
        • Country Specific Domains (External)
      • Language Meta Tag, HTML Language & Local <Address>
    One Site: Subdomains/Directories SEO TIPS
  • 12. ONE SITE TRANSLATION
  • 13.  
  • 14. One Site: Translation
    • Pros:
      • Best User Experience
      • Can work with Legacy CMS, Meta Data, Content & Feeds
      • Robust Translation Software=More Scalable
    • Cons:
      • Harder to Setup
      • Natural Inbound Links Could be in Wrong Language
  • 15.
      • Don’t Set A Location in Google Webmaster Tools
      • Redirect Country Specific Domains to Appropriate Translation
      • Check the Work of Your Translation Software
      • Allow Users To Change Language/Location& Set Language Cookie
      • Minimize ‘On Page’ JavaScript, or Have Everything Happen on the Server
      • Language Meta Tag, HTML Language & Local <Address>
    One Site: Translation SEO Tips
  • 16. MULTIPLE SITES
  • 17.  
  • 18. Multiple Sites:
    • Pros:
      • Incrementally Low Start-Up Costs
      • Can Add Sites One at a Time
      • Rank Well in Multiple Country Specific Search Engines
      • Country Specific Hosting
    • Cons:
      • More Sites = More Sites to Update (Inventory, News, Specials etc.)
      • Multiple Sites = Multiple SEO Efforts = Harder to Rank in ‘.com’
      • Forced to Target Countries Instead of Languages
  • 19. Multiple Sites: SEO TIPS
      • Target Country in Google Webmaster Tools
      • External Links
        • Appropriate Language Sites w/Appropriate Anchor Text
        • Country Specific Domains
      • Link Your Multiple Country Sites Carefully & Logically
      • Language Meta Tag, HTML Language & Local <Address>
  • 20. BLENDED
  • 21.  
  • 22. Blended
    • Pros:
      • Most Realistic for World Wide Presence
      • Can Start with ‘.com’ & Build Country Specific Sites as Needed
    • Cons:
      • Most Costly to Create, Maintain & Update
  • 23. Blended: SEO TIPS
      • Specify Countries in Google Webmaster Tools, but Not the International Site
      • Link Your Multiple Country Sites Carefully & Logically
      • External Links Should Be Logical
        • International on the International Site
        • Country Specific on Country Specific Sites
      • Let Users Know You are Taking them To Another Site
      • Use Java Translation & IP Sniffing on Homepage
  • 24. Thanks!