• Save
International Search Engine Optimization - Multilingual SEO
 

International Search Engine Optimization - Multilingual SEO

on

  • 23,509 views

International Search Engine Optimization advice and best practices. How to get good positions in international search engines such as Google, Baidu, Yandex, Seznam, Naver, Yahoo!... Mini-tutorial to ...

International Search Engine Optimization advice and best practices. How to get good positions in international search engines such as Google, Baidu, Yandex, Seznam, Naver, Yahoo!... Mini-tutorial to set up a Baidu account and submit your site.

Statistics

Views

Total Views
23,509
Views on SlideShare
20,132
Embed Views
3,377

Actions

Likes
75
Downloads
0
Comments
11

31 Embeds 3,377

http://www.iloveseo.net 2660
https://twitter.com 271
http://lonewolflibrarian.wordpress.com 116
http://mj89sp3sau2k7lj1eg3k40hkeppguj6j-a-sites-opensocial.googleusercontent.com 112
http://www.scoop.it 44
http://digitalscreen.tistory.com 30
http://pinterest.com 23
http://www.linkedin.com 22
http://nuevospowerpoints.blogspot.com 14
http://www.twylah.com 11
https://si0.twimg.com 10
http://bobae7days.tistory.com 10
http://starpp.tistory.com 9
http://tweets.willcritchlow.com 8
http://kred.com 6
http://www.library.ceu.hu 5
http://localhost 4
https://www.rebelmouse.com 4
http://www.pinterest.com 3
http://nuevospowerpoints.blogspot.com.ar 2
http://tweetedtimes.com 2
http://twitter.com 2
http://translate.googleusercontent.com 1
http://www.diffbot.com&_=1357094887028 HTTP 1
http://www.onlydoo.com 1
http://fr.slideshare.net 1
http://36ohk6dgmcd1n-c.c.yom.mail.yahoo.net 1
http://www.bbvatech.com 1
https://es.twitter.com 1
http://dir.richardsongmp.com 1
http://ams.activemailservice.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 11 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 'Hello there!

    I just love this presentation of yours. Anyway, I think it is really very important to identify the different search engines used in the countries we are targeting because Google is not the only search engine being used by people. '
    Are you sure you want to
    Your message goes here
    Processing…
  • Suxus Technology | Web Design In Tirunelveli | Tirupur | Trichy | Seo
    www.suxustechnology.com/‎
    Suxus Technology is a Tirunelveli based professional web development company providing Web Design In Tirunelveli,Tuticorin,Tirupur,Trichy,Seo.
    Are you sure you want to
    Your message goes here
    Processing…
  • zigzag
    Are you sure you want to
    Your message goes here
    Processing…
  • thank you
    Are you sure you want to
    Your message goes here
    Processing…
  • Very nice presentation
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

International Search Engine Optimization - Multilingual SEO International Search Engine Optimization - Multilingual SEO Presentation Transcript

  • International Search EngineOptimization - SEOFernando MaciáHuman Level Communications CEO@fernandomaciafernando@humanlevel.com
  • Fernando Maciá DomeneCEOHuman Level CommunicationsYou’ll find me here:@fernandomacia
  • Why should we target foreign markets? Traditional/local markets are shrinking • The Internet allows us to research and open up new markets in an affordable and risk-free fashion Competitiveness is increasing • IT can dramatically increase our competitive edge It is important to keep a low risk profile in new business projects • The Internet puts us in contact with partners worldwide to start joint ventures, maximizing the synergies and reducing the risks involved Traditional distribution channels are exhausted • Waiting for the good times to return represents a bigger risk than venturing into new channels and markets
  • Users search in their own languageAlthough English remains the “internationallanguage”, don’t assume that people in othercountries will use English as their first choicewhen searching
  • Using a language other than English means less competition in the SERPs 3.170.000 results in English 895.000 results in French 145.000 results in Norwegian
  • Using a language other than English means less competition in the SERPs 3.170.000 results in English 895.000 results in French 145.000 results in Norwegian
  • Keywords for the same concept can vary... even within the same country! Mexerica (SP) Tangerina (RJ) Bergamota (RS) People use different words for the same fruit in different countries and regions
  • Beware of pejorative connotations of very common words in other countriesFor example, Spain and Latin America use verydifferent words for identical concepts Agarrar Coger Carro Coche Manejar Conducir Monto Importe Mercadeo Marketing Cauchos Ruedas Cancelar Pagar Calzado para damas Zapatos de señora Jugo Zumo Etc. Etc.
  • Google Insights: which keywords are used in which countries (e.g., coches & carros) In Spain, a car is a “coche” while in Latin America, a car is a “carro”
  • Google Insights: which keywords are used inwhich countries (e.g., neumático & caucho) In Spain, a tire is a “neumático” while in some Latin American countries, a tire is a “caucho”
  • And there are countries, like Japan,where keywords can be written using three different alphabets Hiragana • Is a Japanese syllabary which is used to write native Japan words, like とうきょう Katakana • Is a Japanese syllabary which is used to write foreign language words, like トウキョウ Kanji • Are the adopted logographic Chinese characters that are used in the modern Japanese, like 東京 Therefore, the same keyword could be written in different ways!!
  • Google is not the only search engine in use Although Google enjoys the biggest market share, there are countries where people prefer local search engines
  • Therefore, we must identify the search engines used in the countries we are targeting
  • Other search engines: BaiduGeolocation is not available yetccTLD (.cn, .com.cn) and hosting the Web sitein China is favoredBaidu.com grants some relevance to obsoletemetatags like the keyword metatagBeware of censored contents and searchesAuthority of linking domains is not such animportant factor as it is in Google
  • Other search engines: YandexGeolocation is availableIts relevance algorithm is similar to Google’sInbound links are considered for thepopularity as well as outbound linksYandex also considers the keywords metatag
  • US Search Market Share 3%2% 14% Google Microsoft Yahoo!15% Ask AOL 66%
  • Europe Search Market Share 7% 1% 1% 1% 1% 1% 2% Google Sites 2% eBay 2%3% Yandex Yahoo! Sites Microsoft Sites NASZA-KLASA.PL QXL Ricardo AOL LLC Ask Network Rambler Media 79% Other
  • Asia Search Market Share 3% 9%15% Google Baidu Yahoo! Bing 73%
  • Japan Search Market Share 2% 2% 2% Yahoo! Google40% Rakuten 54% Microsoft NTT
  • Korea Search Market Share 3%2%1% 1% 10% Naver Daum Google15% Nate Yahoo KT Group Cyworld 67%
  • China Search Market Share 3% 1% 1% % 016% Baidu Google Sogou Soso Youdau Otros 78%
  • Information Sources on International Search Market Share: update often!
  • Domain Name TypesTLD (Top Level Domain)ccTLD (Country Code Top Level Domain)IDN (Internationalized Domain Names)
  • Domain Types: TLD (Top Level Domain) TLD (Top Level Domain) • .com • .net • .info • .biz • .co
  • Domain Types:ccTLD (country code Top Level Domain) ccTLD (Country Code Top Level Domain) • .es • .it • .fr • .de
  • Domain Types:IDN (Internationalized Domain Name) It is an Internet domain name containing non- ASCII characters. This type of domain can include diacritics, as is required by many European alphabets, or even non-Latin characters such as Arabic, Chinese, Russian, etc. With Punycode, non-ASCII characters are translated into ASCII compatible domains
  • Domain Types:IDN (Internationalized Domain Name) http://www.españaescultura.es (Spanish) • http://www.xn--espaaescultura-tnb.es/ http://‫( )("ل.إ%$#"ر‬Arabic) • http://xn--mgbh0fb.xn--kgbechtv/ http://παράδειγμα.δοκιμή (Greek) • http://xn--hxajbheg2az3al.xn--jxalpdlp http://пример.испытание (Russian) • http://xn--e1afmkfd.xn--80akhbyknj4f/
  • IDN (Internationalized Domain Name):problems you can encounter with Google Analytics <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-24296763-1]); _gaq.push([_setDomainName, .xn--espaaescultura-tnb.es]); _gaq.push([_setAllowLinker, true]); _gaq.push([_setAllowHash, false]); _gaq.push([_trackPageview]); _gaq.push([_trackPageLoadTime]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })(); Use the Punycode version </script> of your domain to set your Domain Name
  • IDN (Internationalized Domain Name):problems you can encounter with Google Analytics When filtering an IDN hosting, select “Include traffic” from both domain names (IDN and Punycode): www.españaescultura.es|www.xn--espaaescultura-tnb.es
  • Key recommendations for domain types If we believe that there is a potential market in other countries or that we could sell the domain later on, we should start with a TLD: .com If we want to focus on a specific country, then we should start with a ccTLD, like .es, .it or .co.uk We should register as many domain extensions as we can afford if we are serious about investing in its promotion
  • International versions: subdirectories, subdomains, local domains• When should we use a subdirectory, a subdomain or a local domain? – Subdirectory: www.yoursite.com/uk/ – Subdomain: uk.yoursite.com – Country code Top Level Domain: yoursite.co.uk• Suggestion: it depends on the number of pages to be indexed and on your popularity – Subdirectory: if your domain is not popular and you do not have a lot of pages to index – Subdomain: if your traffic depends on a single keyword or if you have lots of pages to index – Domain: if you have lots of content and can get tons of links
  • Subdirectory or subdomain?Questions:• Does your conversion traffic depend mainly on just one keyword?• Do you have the resources to build popularity for different domains?• What PR do your competitors have?• Do you have the resources to create a lot of content?• Do you have thousands of pages to index?If the answer is NO, then you should choosesubdirectories:• Subdirectories can quickly inherit the domain’s PR• You can set a different geographical target for each subdirectory using Google Webmasters Tools
  • Key recommendations on a domain’s relevance Exact keyword domains generally rank better for a specific keyword Popular domains in a specific country rank better for searches from users in that country Country code Top Level Domains generally rank better in a specific country than TLD’s Host your ccTLD on a host located in the country that you are targeting
  • International Domains: Step 1 Don’t let competitors buy your ccTLDs:Buy them first, even if you will not use them immediately mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk mydomain.cn
  • International Domains: Step 2ccTLD with no content: redirect them! mydomain.co.jp mydomain.fr mydomain.commydomain.co.uk mydomain.cn
  • International Domains: Step 3Multilingual microsites in subdirectories mydomain.co.jp mydomain.fr mydomain.com mydomain.com/jp/ mydomain.com/uk/ mydomain.com/fr/ mydomain.com/cn/ mydomain.co.uk mydomain.cn
  • International Domains: Step 4 ccTLD with multilingual microsites mydomain.co.jp mydomain.fr PR mydomain.com mydomain.com/jp/ mydomain.com/uk/ mydomain.com/fr/ mydomain.com/cn/mydomain.co.uk mydomain.cn
  • International Domains: Step 5Fully localized ccTLD, build popularity/authority mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk mydomain.cn
  • Key recommendations for a domain’s relevance Buy ccTLD’s for those countries where there is a chance that you will have business in the future Redirect all your ccTLD’s to your main domain while you build multilingual content Develop multilingual microsites in subdirectories to check the international interest of your products/services Develop fully localized Web sites in your ccTLDs for those countries where the feedback is positive. Build local popularity by hosting your ccTLD in a local server
  • Where is my server geolocated?ccTLD domain Hosting IP Inbound links
  • IP location: IP2location
  • Where is my server located?Akamai/ other CDN’s We can lose IP geolocation Setting a geographic target is a must
  • Where is my domain geolocated?
  • Where is my domain geolocated?
  • Key recommendations for a domain’s geolocation Host your international domains in the countries that you are targeting Faster responses and less latency will provide a better user experience Build local popularity and a social graph for your local domain
  • International versions of a Web site
  • Multilingual Web sites Automatic translationSEO FRIENDLY Content translation Content localization SEO-oriented content localization
  • Multilingual Web sites Automatic translation It is better than nothing, BUT: • Content is translated on-the-fly: it is not crawlable/ indexable • Translation quality is just acceptable • Configure an event in Google Analytics to track the country origin of your visitors that use Google Translation: those should become your first priority when developing international versions.
  • Multilingual Web sites Content translation Pros: • Indexable content that can be crawled by search engines robots • You can obtain very good quality translations Cons: • It is just a translation. The reason people from different countries may visit your Web site or may be interested in your products could vary significantly. A simple translation will not address those subtleties.
  • Multilingual Web sites Content localization • It is indexable • It addresses the different expectations and needs of your multinational audience SEO oriented content localization • Provides all the previous advantages and, in addition, it will include specific keywords with high traffic potential in all the right prominent areas: titles, headings, alt text, URLs, etc.
  • Relevance: special characters and diacritics Google makes subtle differences for searches with special characters/diacritics • Most users do not use diacritics when searching • Works: including words with no special characters in URLs and alt text • Does not work: including words with no special characters in keywords meta tag, dc, object tag, noscript, etc.
  • Relevance: special characters and diacritics Recommendations 1. Your visitors will get a very poor impression of your Web site if you include incorrectly spelled words in visible areas. 2. Don’t include too many misspelled words as alt text or in other prominent areas of the page. 3. Don’t include too many misspellings as anchor texts.
  • Key recommendations for a domain’s localization Study your target for each country and adapt your content accordingly Find out which search patterns your target audience uses in each country Localize your content including search patterns and popular keywords for your local audience Do not just translate your content
  • URL structure for multilingual Web sites Languages identified by hidden variables SEO FRIENDLY Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Languages identified by hidden variables SEO FRIENDLY Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Languages identified by hidden variables (forms/POST method)
  • URL structure for multilingual Web sites Languages identified by hidden variables (forms/POST method)
  • URL structure for multilingual Web sites Languages identified by hidden variables (forms/POST method)
  • URL structure for multilingual Web sites Languages identified by hidden variables: cookies
  • URL structure for multilingual Web sites Languages identified by hidden variables: cookies
  • URL structure for multilingual Web sites Languages identified by hidden variables: environment variables (User agent/OS language)
  • URL structure for multilingual Web sites Languages identified by hidden variables: environment variables (User agent/OS language)
  • URL structure for multilingual Web sites Languages identified by hidden variables: environment variables (user IP)
  • URL structure for multilingual Web sites Languages identified by hidden variables: environment variables (user IP)
  • URL structure for multilingual Web sites Languages identified by hidden variables - Cons:
  • URL structure for multilingual Web sites Languages identified by hidden variables - Cons: lang=es lang=de
  • URL structure for multilingual Web sites Languages identified by hidden variables - Cons: lang=es lang=de =
  • URL structure for multilingual Web sites Languages identified by hidden variables - Cons: lang=es lang=de = www.mydomain.com/home.php = www.mydomain.com/home.php
  • How to check the default content from your server Selecting “Show source” you can use the W3C markup validation service to “see” the default code that your server is returning
  • How to check the default content from your server We can see the code from Zara.com with the “alternate” tags and funny comments.
  • How to check the default content from your server We can also check the default content using the Web Developer plug-in for Firefox, where we can disable cookies, Javascript, CSS, replace images with alt text, and so on.
  • How to check the default content from your server We can also check the default content through the text- only version from Google’s cache
  • How to check the default content from your server Finally, we can check the default content in our own Web site through GWT “Fetch as Google” menu.
  • Beware of multilingual selectors in your header Repeating the names of many countries in every page affects your relevance
  • URL structure for multilingual Web sites Languages identified by hidden variables Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Languages identified by hidden variables Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Languages identified by variables passed in URLs through the GET method • http://www.mydomain.com/home.php&lang=es • http://www.mydomain.com/home.php&lang=en
  • URL structure for multilingual Web sites Languages identified by variables passed in URLs through the GET method • http://www.mydomain.com/home.php&lang=es • http://www.mydomain.com/home.php&lang=en
  • URL structure for multilingual Web sites Languages identified by variables passed in URLs through the GET method • http://www.mydomain.com/home.php&lang=es • http://www.mydomain.com/home.php&lang=en =
  • URL structure for multilingual Web sites Languages identified by variables passed in URLs through the GET method • http://www.mydomain.com/home.php&lang=es • http://www.mydomain.com/home.php&lang=en = www.mydomain.com/ home.php&lang=es = www.mydomain.com/ home.php&lang=de
  • URL structure for multilingual Web sites Languages identified by variables passed in URLs through the GET method - Cons: • From Google Webmaster Tools, you can set geographic targets only for: • Domains: www.mydomain.com • Subdomains: uk.mydomain.com • Subdirectories: www.mydomain.com/uk/ Therefore, you cannot set geographic targets Keywords in URLs in just one language will not be relevant nor usable in different countries
  • URL structure for multilingual Web sites Beware of versions served as default www.mydomain.com problem: duplicate content solution: noindex/robots.txt canonical
  • URL structure for multilingual Web sites Beware of versions served as default www.mydomain.com www.mydomain.com/ home.php?lang=fr problem: duplicate content solution: noindex/robots.txt canonical
  • URL structure for multilingual Web sites Beware of versions served as default www.mydomain.com www.mydomain.com/ home.php?lang=fr www.mydomain.com/ home.php?lang=es problem: duplicate content solution: noindex/robots.txt canonical
  • URL structure for multilingual Web sites Beware of versions served as default = www.mydomain.com = www.mydomain.com/ home.php?lang=es problem: duplicate content solution: noindex/robots.txt canonical
  • URL structure for multilingual Web sites Languages identified by hidden variables Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Languages identified by hidden variables Languages identified by variables passed in URLs through the GET method Different languages in different subdomains or subdirectories
  • URL structure for multilingual Web sites Different languages in different subdomains or subdirectories • Subdomains: • es.mydomain.com • fr.mydomain.com • en.mydomain.com • Or, subdirectories: • www.mydomain.com/es/ • www.mydomain.com/fr/ • www.mydomain.com/en/
  • URL structure for multilingual Web sites Different languages in different subdomains or subdirectories: pros
  • URL structure for multilingual Web sites Different languages in different subdomains or subdirectories: pros =
  • URL structure for multilingual Web sites Different languages in different subdomains or subdirectories: pros = www.mydomain.com/es/ = www.mydomain.com/en/
  • URL structure for multilingual Web sites Different languages in different subdomains or subdirectories: pros = www.mydomain.com/es/ = www.mydomain.com/en/ www.mydomain.com/es/ www.mydomain.com/en/ palabraclaverelevante.html relevantkeyword.html
  • Setting geographic targets with GWT: does it work?
  • Setting geographic targets with GWT: does it work? Setting UK as a geographic target for our / en_GB/ subdirectory keeps our pages in the results even if the user searches in google.co.uk and restricts the results to “Pages from the UK”, and even if our domain is not a ccTLD or is not hosted on a British server.
  • New Google guidelines for international domains
  • New Google guidelines for international domains Scenario: different versions in different subdirectories http://www.mydomain.com/ http://www.mydomain.com/ http://www.mydomain.com/ en/widgets.html en-UK/widgets.html en-IE/widgets.html
  • New Google guideline for international domains Set each of your subdirectories to the correct geographic target from GWT http://www.mydomain.com/en/widgets.html Do not set a geographic target for your general contenthttp://www.mydomain.com/en-UK/widgets.htmlhttp://www.mydomain.com/en-IE/widgets.html
  • New Google guidelines for international domains Build popularity from everywhere for your general English version subdirectory and from local domains in each country for your country-specific subdirectories
  • New Google guidelines for international domains But until now, we had little or no control over the page that Google showed in the SERPs widgets Widgets - Downloads - Dashboard www.domain.com/en/ 16 Nov 2010 – Your one-stop widget warehouse. Youll find widgets thousands of widgets, most of them free. Play a game. Get a recipe. Check out the latest sports ... Top 50 - Categories - Boredom Button widgets
  • New Google guidelines for international domains Include “alternate” tagging in your pages <HEAD> section. <head> ................................ <link rel=”alternate” hreflang=”en-IE” href=”http://www.mydomain.com/en-IE/ widgets.html” /> <link rel=”alternate” hreflang=”en-UK” href=”http://www.mydomain.com/en-UK/ widgets.html” /> http://www.mydomain.com/ ................................ en/widgets.html </head>
  • New Google guidelines for international domains Include “alternate” tagging in your pages <HEAD> section. <head> ................................ <link rel=”alternate” hreflang=”en” href=”http://www.mydomain.com/en/ widgets.html” /> <link rel=”alternate” hreflang=”en-IE” href=”http://www.mydomain.com/en-IE/ widgets.html” /> http://www.mydomain.com/ ................................ en-UK/widgets.html </head>
  • New Google guidelines for international domains Include “alternate” tagging in your pages <HEAD> section. <head> ................................ <link rel=”alternate” hreflang=”en” href=”http://www.domain.com/en/ widgets.html” /> <link rel=”alternate” hreflang=”en-UK” href=”http://www.domain.com/en-UK/ widgets.html” /> http://www.mydomain.com/ ................................ en-IE/widgets.html </head>
  • New Google guidelines for international domains Optional: also include “alternate” tagging with versions in other languages or for other countries. <head> ................................ <link rel=”alternate” hreflang=”it” href=”http:// www.domain.com/it/widgets.html” /> <link rel=”alternate” hreflang=”es-MX” href=”http://www.domain.com/es-MX/ widgets.html” /> ................................ </head>
  • Implementation Scenario: does it work? Web site with multilingual non- country-targeted versions...
  • Implementation Scenario: does it work? Web site with multilingual non- country-targeted versions... ... and subdirectories targeted to specific languages and countries
  • How did including the “alternate” tagging work? After implementation, traffic decreased in the “general” versions and increased in the country- specific versions Before AfterGeneralCountry-specific
  • How did including the “alternate” tagging work? Traffic from a specific country decreased in the general versions and increased in the specific version due to the positioning of the correct URLs Before AfterGeneralCountry-specific
  • How did including the “alternate” tagging work? Traffic from a specific country decreased in the general versions and increased in the specific version due to the positioning of the correct URLs Before AfterGeneralCountry-specific
  • Implementing “alternate”: +1Kb (for 30 versions!) 44.0 GZIP 9.8 Kb Kb File size is not a problem.
  • If size is a concern, implement “alternate” in your sitemap file Including the alternate tagging in your XML sitemap file <url> GZIP <loc>http://www.mydomain.com/ en-IE/widgets.html</loc> <xhtml:link rel="alternate" hreflang="es-MX" href="http:// www.mydomain.com/es-MX/ widgets.html" /> <xhtml:link rel="alternate" hreflang="it"http://www.mydomain.com/ href="http://www.example.com/ en-IE/widgets.html it/widgets.html" /> </url>
  • New Google guidelines for international domains Better control over which URLs will be shown in the SERPs in each country Widgets - Downloads - Dashboard www.domain.com/en/ 16 Nov 2010 – Your one-stop widget warehouse. Youll find widgets thousands of widgets, most of them free. Play a game. Get a recipe. Check out the latest sports ... Top 50 - Categories - Boredom Button Widgets - Downloads - Dashboard www.domain.com/en-UK/widgets.html 16 Nov 2010 – Your one-stop widget warehouse. Youll find widgets thousands of widgets, most of them free. Play a game. Get a recipe. Check out the latest sports ... Top 50 - Categories - Boredom Button Widgets - Downloads - Dashboard www.domain.com/en-IE/widgets.html 16 Nov 2010 – Your one-stop widget warehouse. Youll find widgets thousands of widgets, most of them free. Play a game. Get a recipe. Check out the latest sports ... Top 50 - Categories - Boredom Button
  • Specify your languageBefore: RFC 4646, 3066 y 1766 basedon ISO 639 codes (obsolete)NOW: RFC 5646, language taggingbased on IANA (http://www.iana.org/assignments/language-subtag-registry)
  • Specify your language: search Search for the name of the language tag that you need, in English. For instance, “Spanish”.
  • Specify your language: find Click on next until you reach the one that you really need.
  • Specify your language: find Click on next until you reach the one that you really need. The tag we want is noted as “Subtag” and, in this case, it is “es” for castilian Spanish.
  • Include the tag in your HEADFor HTML files:• <html lang=”fr”>For XML files:• <html xml:lang="fr" xmlns="http://www.w3.org/ 1999/xhtml">For HTML 5+XML 1.x polyglote files:• <html lang="fr" xml:lang="fr" xmlns="http:// www.w3.org/1999/xhtml">
  • Key recommendations for language versions Create a subdirectory for every version of each language If your positioning depends primarily on a single keyword, generate a subdomain for every new language Using Google Tools, adjust the geographic orientation of every section of your Web site to each country Use the new tagging for international Web sites Achieve localized popularity
  • Optimizing video content for international searches Host it in YouTube Optimize the title and description Use closed captions or transcripts for international content (archives .sub .srt) Publish your video in different video platforms (Vimeo, Blip.tv, etc.) Use video sitemaps (thumbnail image, tags, description...) Use optimized URLs Keep your video size under control Build popularity for your video URL
  • Optimizing video content for international searches
  • Optimizing video content for international searchesFill in all the fields with optimizedtext, select the right categories,geolocation and date
  • Optimizing video content for international searcheshttp://www.afterdawn.com/guides/archive/subtitle_formats_explained.cfm
  • Optimizing video content for international searches Since June 15th, automatic transcripts works for languages other than Englishhttp://www.afterdawn.com/guides/archive/subtitle_formats_explained.cfm
  • DivXLand Media Subtitler 1 00:00:00,063 --> 00:00:05,081 One of the suggestions received during the live 120 seconds chapter 2 00:00:05,122 --> 00:00:09,311 was that we should record the process for creating a 120 seconds chapter .SRT
  • Transcripts/closed captions .srt files1 Order number in the sequence00:00:00,063 --> 00:00:05,081 Time when the subtitle appears and disappearsOne of the suggestions received during the live 120seconds chapter Subtitle text Separation white line200:00:05,122 --> 00:00:09,311was that we should record the process for creatinga 120 seconds chapter Create a transcript .srt file for each language and upload them to YouTube
  • Transcripts/closed captions .srt files
  • Transcripts/closed captions .srt files
  • Transcripts/closed captions .srt files
  • Transcripts/closed captions .srt files
  • Transcripts/closed captions .srt files: are they good for positioning?
  • Transcripts/closed captions .srt files: are they good for positioning? Title and description only in English
  • Transcripts/closed captions .srt files: are they good for positioning?
  • Transcripts/closed captions .srt files: are they good for positioning? If you search for text in German that can only be found in the transcript file, the video is found. It works!!!
  • Set the correct geographic target from Google Webmaster ToolsSelect Configuration > Geographic Target for the country you want to target
  • Set the correct geographic target from Google Webmaster ToolsIf you have different versions in subdirectories or domains, add them as different sites to Google Webmaster Tools
  • Set the correct geographic target from Google Webmaster Tools And from Configuration > Geographic target we set each subdomain or subdirectory to the correct country.
  • SEMRushWith SEMRush, we can query local versions of both Googleand Bing to find keywords and pages in different countries.
  • Google Trends: select the correct location In Google Insights we must filter geographic areas to correctlyidentify the seasonal patterns and the search trends in various countries.
  • Google Trends
  • Google Trends In countries located in different hemispheres, the seasonal patterns are inverted
  • Google Trends
  • Google Trends From Google Trends we can also find where certain keywords are more popular for searches
  • Google Trends
  • Google Trends In Google Trends we must filter geographic areas to correctly identify the seasonal patterns and the search trends in various countries.
  • Google Keyword Tool
  • Google Keyword Tool In Google Keyword Tool, we have to select the correct country and language combination
  • Übersuggest
  • Übersuggest Übersuggest lets you find popular searches in different countries
  • How to check your positions in local versions of Googlewww.google.com.arwww.google.co.uk
  • How to check your positions in local versions of Googlewww.google.com.ar Go to the local version of Google and select the default language for the countrywww.google.co.uk
  • How to check your positions in local versions of Googlewww.google.com.ar
  • How to check your positions in local versions of Googlewww.google.com.ar Enter your target location
  • How to implement Google Analytics tracking code for international versions1 visitor3 visitors in GA
  • How to implement Google Analytics tracking code for international versions1 visitor Having different UA in different versions makes it easier to track local traffic, but we lose the global perspective (duplicate visitors, sessions, wrong referrers, etc.)3 visitors in GA
  • How to implement GA tracking for multiversion sites1 visitor1 visitor
  • How to implement GA tracking for multiversion sites Using a unique UA, we have a better global understanding of a visitor’s referrals1 visitor and behaviour. We can also configure profiles and filters to dig into the local1 visitor
  • Other search engines: Yandex Webmaster Tools
  • Other search engines: Yandex Webmaster Tools
  • Other search engines: Yandex Webmaster Tools
  • Russian analytics: Yandex Metrica
  • Russian analytics: Yandex Metrica
  • Russian Keyword tool: Yandex Wordstat
  • Bonus track: Baidu mini-tutorial
  • Baidu: mini-tutorialFrom this link, we can access the Baidu products and services
  • Baidu: mini-tutorialFrom this link, we can access the Baidu Webmaster Tools
  • Baidu: mini-tutorialFrom this button, we can access the Baidu platform
  • Baidu: mini-tutorialFrom this button, we can reach the register form for Baidu
  • Baidu: mini-tutorial Mail address User Password Confirm password Complete captchaOnce completed, click on this button to submit the form (fortunately, the captcha uses arabic figures)
  • Baidu: mini-tutorialYou will receive an email. Click on the link to authenticate your new user access.
  • Baidu: mini-tutorial Administrator Tools Help Other servicesOnce validated, we can access the Baidu Webmaster Tools and add them to our site
  • Baidu: mini-tutorialFrom this link on the left, we can access the page where we can add our site by clicking on this button on the right.
  • Baidu: mini-tutorialFill in your domain and click on the button
  • Baidu: mini-tutorial You will have to validate that you are the owner of yourWeb site by adding this meta tag in your Head section, just as we do in Google
  • Baidu: mini-tutorialOnce added, you will be able to access all the data and add it to Baidu Statistics (similar to Google Analytics)
  • Baidu Statistics
  • Chinese social media
  • Fernando Maciá DomeneCEOHuman LevelCommunications
  • Fernando Maciá DomeneCEOHuman LevelCommunications
  • Fernando Maciá DomeneCEOHuman Level CommunicationsSocial profiles