iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO

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  • 1. Everything You Need ToMake A Success Of “GlobalSEO” In 10 Steps!By Andy Atkins-KrügerRiga May, 2013
  • 2. WebCertain Global OfficesLos AngelesBeijingBangkokWarsawOsloYorkBarcelonaTrieste
  • 3. • 44 Languages –In-House(SEO/PPC/Social)• 8 LanguageAccountManagementTeam
  • 4. This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternationalContentMarketingCulturalConversion
  • 5. This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternationalContentMarketingCulturalConversionThis Is WhatNewcomersAlways TalkAbout
  • 6. 1.Research, First, Foremost, ForeverJust like…
  • 7. YouMightRegretCuttingCorners!
  • 8. Typical Research Types:
  • 9. Before You Go:Choosing The RightDestination
  • 10. After You Arrive:Fixing The Problem Or ImprovementChallenge
  • 11. Step One: Create A List Of CandidateMarkets• Markets you canlogistically reach• Where you already dosome business• Where there is proveninterest in yourproduct/service
  • 12. Don’t Use Global Market Finder
  • 13. Don’t Use Global Market Finder“With Google’s Global MarketFinder, the only thing you cansay about the markets itrecommends, is that they arealmost certainly the wrongones.”
  • 14. Step Two: Sample Target Market Scorecard
  • 15. Analytics Is A Trap!Population Is A Trap!Competition Is A Trap!Step Two: Sample Target Market Scorecard
  • 16. 2. Understand You Don’tUnderstand CultureNoone Does!
  • 17. 3. Don’t Think OfTranslation AsClicking A Button(Keep Translators And SoftwareAway From Keywords)
  • 18. Three Popular English Keywords....
  • 19. ...Now Popular In Four Languages
  • 20. Keyword 1
  • 21. Keyword 2
  • 22. Keyword 3
  • 23. Whoops! Missed These...
  • 24. 4. Region By Region ByRegional ROIYou Know It Makes Sense!
  • 25. ROI By Region = Best Comparative MeasureMOVE The Budget!
  • 26. 5. Don’t “Go Local”, GoCustomer‘Local’ Is An Illusion!
  • 27. Do The SameSegments Exist?
  • 28. Do The SameSegments Exist?Do The Same PersonaeExist?
  • 29. The New SEO-Ranking Factors
  • 30. The New SEO-Ranking Factors• Click Through Rate• "Long Clicks"• "Short Clicks"
  • 31. Suggest What EncouragesHigh Click Through Rates OfGoogle’s Result Pages?
  • 32. Keyword Specific Click Through Factors:• Familiarity• Gender• Numbers• Diversity v Specificity
  • 33. 6. Lead With Content,Then PPC, Then SEO,Then Social MediaChoose Your Method Of Attack
  • 34. 1. Build OutContentBase!
  • 35. 2. Rapid ProbingAttack With PPC,Banners, RTBRetargeting
  • 36. 3. Send In TheSEO Big Guns
  • 37. 4. Build Out SocialOn The Ground
  • 38. Join The Global Central Network!
  • 39. 7. Plan Your InternationalContent Management &MarketingExpect Complexity!
  • 40. Goal“To Outrank Competitors By Having The MostDesirable Content Which Is ConstantlyRevisited And Shared”
  • 41. Social MediaCollectionMy Website.frCorporate -TranslatedCorporate –TranslationUpdates Local Team FreshMarketingContentLocal UserGeneratedContent(Reviews)MachineTranslatedContentSEO ContentSEO ContentUpdatesInfographics
  • 42. Best Practice SEO-LocalisationBusinessObjectivesProductDevelopmentMarketingMessages &ContentSEO-Localisation StrategyPlanContentSelection &PlanningTerminology &GlossaryManagementSEO Meta-Content &Tactical SEOContentLocalisationGlossaryMetrics, SEO & Content Feedback Loop
  • 43. Two Views Of Content MarketingContent MarketingContent Marketing
  • 44. Goals To Includes Personas(B2B=Job Function)
  • 45. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote
  • 46. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
  • 47. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
  • 48. Content Formats [Outbound Only]• FAQ• Infographic• Video• Slideshow• White Paper• E-Book• PodcastHow To...Explaining To The BossJustifying The InvestmentChoosing Between SolutionsThe Benefits We SawFormat Theme
  • 49. ROI In Content Marketing“Comes from identifying and developing the contentwhich finds the greatest number of target sharers usingminimum development resources”Local Content Gap Research + Quality Content=ROI
  • 50. 8. Geo-Target But Don’tThink That’sInternational SEO DoneJust The Start!
  • 51. Say “Olá” To Luís!
  • 52. Luís Lives In Porto In PortugalHe’s runs a smallexpanding hoteland needs somenew furniture!
  • 53. Luís Searches For “moveis para hotel”He’s runs a smallexpanding hoteland needs somenew furniture!
  • 54. Luís Clicks The 1st Result – From Brazil!He’s runs a smallexpanding hoteland needs somenew furniture!
  • 55. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!
  • 56. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery AndInstallation
  • 57. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery AndInstallationTo São Paulo
  • 58. Geo-Targeting Matters To Luís!Geo-TargetingAlso Matters to:1. Google2. OnlineMarketers
  • 59. Which “Signals” Matter?1. Local Domains or ccTLDs2. Webmaster Tools3. Server Location4. Sitemaps , Hreflang Tags &Canonicals5. Languages6. Currency & Address Formats7. Inbound Links
  • 60. Which “Signals” Matter?1. Local Domains or ccTLDs2. Webmaster Tools3. Server Location4. Sitemaps , Hreflang Tags &Canonicals5. Languages6. Currency & Address Formats7. Inbound LinksMissing! – The NowDefunctMeta-Language Tag!
  • 61. Language?Country?Mixed?
  • 62. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
  • 63. MultilingualCountriesSimpleCountries
  • 64. MultilingualCountries•Algeria•Belgium•Canada•Hong Kong•India•Morocco•Singapore•South Africa•Switzerland•Tunisia
  • 65. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
  • 66. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
  • 67. Non-GoogleLanguage?ChineseRussianKoreanCzech
  • 68. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
  • 69. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguagesNationalLanguages
  • 70. WorldLanguage?
  • 71. WorldLanguage?FrenchSpanishEnglishGermanArabicPortuguese
  • 72. World Languages Create Duplicates
  • 73. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguagesNationalLanguages
  • 74. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussia
  • 75. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhere
  • 76. Target Polish –You Get Poland& Polish EmigrantsEverywhere
  • 77. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhere
  • 78. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/Generic
  • 79. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericLocal DomainLocal DomainLocal DomainLocal DomainLocal DomainLocal DomainLocal Domain
  • 80. “I Wish I’d Used A Local Domain!”
  • 81. Billigflug: Austria v Germany
  • 82. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericDot Com/GenericLocal DomainLocal DomainLocal DomainLocal DomainLocal DomainLocal DomainLocal Domain
  • 83. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools
  • 84. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools
  • 85. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools HreflangSitemapHreflangSitemap
  • 86. Hreflang InSitemaps!Source: http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.htmlYou must create aseparate url element for each URL. Each url elementmust include a loc tag indicating the page URLs, and an xhtml:linkrel="alternate" hreflang="XX" subelement for every alternateversion of the page, including itself.
  • 87. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools HreflangSitemapHreflangSitemap
  • 88. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools HreflangSitemapCanon-icalsCanon-icals
  • 89. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster Tools HreflangSitemapCanon-icalsLocalLinks&SharesCurrencyAddressDetails
  • 90. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsLocalLinks&SharesCurrencyAddressDetailsHreflangSitemapCanon-icals+ LocalLanguageSelector
  • 91. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsLocalLinks&SharesCurrencyAddressDetails+ LocalLanguageSelectorHreflangSitemapCanon-icals
  • 92. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsLocalLinks&SharesCurrencyAddressDetailsLocalLanguageSelectorHreflangSitemapLeft To Right
  • 93. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsLocalLinks&SharesCurrencyAddressDetailsLocalLanguageSelectorHreflangSitemap
  • 94. ... And Your Worst Case ScenarioWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhereCanon-icalsHreflangSitemapLocal DomainLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericLocal DomainDot Com/GenericWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsWebmaster ToolsLocalLinks&SharesCurrencyAddressDetailsLocalLanguageSelectorHreflangSitemapCanon-icals
  • 95. Scenario1. English Language Site2. Targeted US, UK, NZ3. Incorrect Pricing Shown ToPotential Customers4. Dot Com Site Dominating• Sitemap rel=alternateHreflang implemented.• No canonical.• No change in rankings.• URLs ONLY swapped.
  • 96. Scenario1. English Language Site2. Targeted US, UK, NZ3. Incorrect Pricing Shown ToPotential Customers4. Dot Com Site Dominating• Sitemap rel=alternateHreflang implemented.• No canonical.• No change in rankings.• URLs ONLY swapped.Result:Significant Increase In Traffic!
  • 97. 9. Make Sure You Can GetPaid & DeliverMost Forget!
  • 98. 10. Work To Build TrustWith Customers!You’ll Need It!
  • 99. Building Trust Is In The Detail
  • 100. Do Localised URLs Help SEO?• There is a small anchor text benefit to usinglocalised URLs giving them a marginaladvantage– Because the URL is used to create links, thiscreates links containing the keyword in thelink, hence the anchor text benefit. This is lessimportant than it was
  • 101. Do Localised URLs Help SEO?
  • 102. Examples Of Characters CoveredBy Unicode UTF-8
  • 103. Creating “Safe” URLs• To create “safe” or deliberately misspelledURLs using local languages, it is recommendedto check that the “safe” spelling is checked ina Google search to ensure it gives the sameset of results as the correct version
  • 104. What Are The SEO Benefits Of IDNs?• Owing to the way Google handles exact matchdomains, there is now less benefit in havingkeyworded IDN domain names• However, users recognisng URLs in the searchengine results improves the Click ThroughRate and this has a positive SEO benefit
  • 105. How IDNs Are Structuredxn--bcher-kva.chThis label says this is an IDN
  • 106. How IDNs Are Structuredxn--bcher-kva.chThese are the standard ASCIIcharacters
  • 107. How IDNs Are Structuredxn--bcher-kva.chIndicates the letter “ü” in second position
  • 108. How IDNs Are Structuredxn--bcher-kva.chBücher.ch
  • 109. 11. Always Work WithPartners With Lots OfExperienceGet There Safer!
  • 110. No, I Think She Might Be Busy!
  • 111. Yes, He Might Be Free!
  • 112. Thanks For Listening!@andyatkinskrugeandy@webcertain.com+44 330 330 9000 (24-7)