International SEO - SES Toronto 2009

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Is the domain structure of your website holding you back from ranking well in country-specific or global search engines? Find out which domain structures tend to work better for ranking in search engines

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  • That’s a rise of about 60% in 2 yearsOnly 56% of these dollars went to Canadian companies
  • Duplicate content, but each site has a better chance of ranking in country-specific searches
  • Content sits on corporate home site, country-specific areas contain limited content
  • Google.com listing with gl=us
  • International SEO - SES Toronto 2009

    1. 1. How to Succeed in Your International Organic Marketing Efforts Helen M. Overland, Director, Search Engine Marketing Text Goes Here (Optional) non-linear creations at SES Toronto 2009 | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1
    2. 2. NLC: Executive Summary • Founded in 1995 • private and public in Proven expertise sector Technology Partnerships • Offices in Ottawa and implementation of leading Toronto with global client software packages, base systems integration, and • 59+ full-time specialists custom development • Privately held • Solutions Groups: company, profitable & • Digital Marketing stable • Online Strategy • Our goal: leverage the • ECM potential of internet • Enterprise Search technologies to deliver • Microsoft Stack business value • Result: extensive list of reference-able clients in | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997
    3. 3. A Few of Our Digital Marketing Clients | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997
    4. 4. Getting Listed in Country-Specific Searches Text Goes Here (Optional) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 4
    5. 5. Why Target Canadian Visitors? Lots of opportunity in the growing Canadian market 2002 $2,400,000,000 2003 $3,000,000,000 2005 $7,924,407,100 2007 $12,772,147,100 Source: Statistics Canada http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 5
    6. 6. “Country Specific” Structure Head Office www.yoursite.com About Us Our Little Products Contact Us Our Medium Our Vision Products Our Big Products Canadian Office UK Office www.yoursite.ca www.yoursite.co.uk About Us Our Little Products About Us Our Little Products Contact Us Our Medium Contact Us Our Medium Our Vision Products Our Vision Products Our Big Products Our Big Products | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6
    7. 7. “Country Specific” Structure in SERP In Google.com US/Global Results | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 7
    8. 8. “Country Specific” Structure in SERP In Google.ca Canadian Results (all results) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8
    9. 9. “Country Specific” Structure in SERP In Google.ca Canadian Results (pages from Canada only) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 9
    10. 10. “Head Office” Structure Head Office www.yoursite.com About Us Our Little Products Contact Us Our Medium Our Vision Products Our Big Products Canadian Office UK Office www.yoursite.com/canada www.yoursite.com/uk Our Locations Our Locations | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10
    11. 11. “Head Office” Structure in SERP In Google.com US/Global Results | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 11
    12. 12. “Head Office” Structure in SERP In Google.ca Canadian Results (all results) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12
    13. 13. “Head Office” Structure in SERP In Google.ca Canadian Results (pages from Canada only) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13
    14. 14. Be There for Your Local Audience • Get a country-specific (.ca) domain name • USE the country-specific domain name • If possible, use a web server located in the country • Host country-specific content on the website • Get links from sites in that country • Verify locations in the Local Business Centre* *And use country-specific spelling like the Canadian “centre” | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14
    15. 15. Getting OUT of Country-Specific Searches Text Goes Here (Optional) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15
    16. 16. Why Target US Visitors? More opportunity in the enormous US market Canad $12,772,147,100 a Source: Statistics Canada http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16
    17. 17. Why Target US Visitors? More opportunity in the enormous US market Canad $12,772,147,100 a USA $3,333,000,000,000 Source: Statistics Canada http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17
    18. 18. Canadian Companies Successful in the US | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18
    19. 19. Canadian Companies Successful in the US | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19
    20. 20. Canadian Companies Successful in the US Results from IP address in New Jersey | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20
    21. 21. Be There for the US Market • Get a .com domain name • USE the .com domain name • If possible, use a US located web server • Host US content on the website • Get links from US sites • Verify any US locations in the Local Business Center* *And use US-specific spelling like“center” | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21
    22. 22. Thank You! Helen M. Overland – Director, Search Engine Marketing helen@nonlinear.ca office: 416-203-2997 x 242 Follow Us on Twitter: non-linear creations: twitter.com/nonlinear_tweet Helen M. Overland: twitter.com/semlady non-linear creations inc. Toronto Office: Ottawa Office: 524 Front Street West, Suite 200 987A Wellington Street, Suite 201 Toronto, Ontario M5V 1B8 Ottawa, Ontario K1Y 2Y1 P. (416) 203-2997 F. (416) 203-3013 P. (613) 241-2067 F. (613) 241-3086 www.nonlinear.ca www.nonlinear.ca | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

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