Everything You Need ToMake A Success Of “GlobalSEO” In 10 Steps!By Andy Atkins-KrügerRiga May, 2013
WebCertain Global OfficesLos AngelesBeijingBangkokWarsawOsloYorkBarcelonaTrieste
• 44 Languages –In-House(SEO/PPC/Social)• 8 LanguageAccountManagementTeam
This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternational...
This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternational...
1.Research, First, Foremost, ForeverJust like…
YouMightRegretCuttingCorners!
Typical Research Types:
Before You Go:Choosing The RightDestination
After You Arrive:Fixing The Problem Or ImprovementChallenge
Step One: Create A List Of CandidateMarkets• Markets you canlogistically reach• Where you already dosome business• Where t...
Don’t Use Global Market Finder
Don’t Use Global Market Finder“With Google’s Global MarketFinder, the only thing you cansay about the markets itrecommends...
Step Two: Sample Target Market Scorecard
Analytics Is A Trap!Population Is A Trap!Competition Is A Trap!Step Two: Sample Target Market Scorecard
2. Understand You Don’tUnderstand CultureNoone Does!
3. Don’t Think OfTranslation AsClicking A Button(Keep Translators And SoftwareAway From Keywords)
Three Popular English Keywords....
...Now Popular In Four Languages
Keyword 1
Keyword 2
Keyword 3
Whoops! Missed These...
4. Region By Region ByRegional ROIYou Know It Makes Sense!
ROI By Region = Best Comparative MeasureMOVE The Budget!
5. Don’t “Go Local”, GoCustomer‘Local’ Is An Illusion!
Do The SameSegments Exist?
Do The SameSegments Exist?Do The Same PersonaeExist?
The New SEO-Ranking Factors
The New SEO-Ranking Factors• Click Through Rate• "Long Clicks"• "Short Clicks"
Suggest What EncouragesHigh Click Through Rates OfGoogle’s Result Pages?
Keyword Specific Click Through Factors:• Familiarity• Gender• Numbers• Diversity v Specificity
6. Lead With Content,Then PPC, Then SEO,Then Social MediaChoose Your Method Of Attack
1. Build OutContentBase!
2. Rapid ProbingAttack With PPC,Banners, RTBRetargeting
3. Send In TheSEO Big Guns
4. Build Out SocialOn The Ground
Join The Global Central Network!
7. Plan Your InternationalContent Management &MarketingExpect Complexity!
Goal“To Outrank Competitors By Having The MostDesirable Content Which Is ConstantlyRevisited And Shared”
Social MediaCollectionMy Website.frCorporate -TranslatedCorporate –TranslationUpdates Local Team FreshMarketingContentLoca...
Best Practice SEO-LocalisationBusinessObjectivesProductDevelopmentMarketingMessages &ContentSEO-Localisation StrategyPlanC...
Two Views Of Content MarketingContent MarketingContent Marketing
Goals To Includes Personas(B2B=Job Function)
Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote
Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
Content Formats [Outbound Only]• FAQ• Infographic• Video• Slideshow• White Paper• E-Book• PodcastHow To...Explaining To Th...
ROI In Content Marketing“Comes from identifying and developing the contentwhich finds the greatest number of target sharer...
8. Geo-Target But Don’tThink That’sInternational SEO DoneJust The Start!
Say “Olá” To Luís!
Luís Lives In Porto In PortugalHe’s runs a smallexpanding hoteland needs somenew furniture!
Luís Searches For “moveis para hotel”He’s runs a smallexpanding hoteland needs somenew furniture!
Luís Clicks The 1st Result – From Brazil!He’s runs a smallexpanding hoteland needs somenew furniture!
Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!
Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery And...
Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery And...
Geo-Targeting Matters To Luís!Geo-TargetingAlso Matters to:1. Google2. OnlineMarketers
Which “Signals” Matter?1. Local Domains or ccTLDs2. Webmaster Tools3. Server Location4. Sitemaps , Hreflang Tags &Canonica...
Which “Signals” Matter?1. Local Domains or ccTLDs2. Webmaster Tools3. Server Location4. Sitemaps , Hreflang Tags &Canonica...
Language?Country?Mixed?
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
MultilingualCountriesSimpleCountries
MultilingualCountries•Algeria•Belgium•Canada•Hong Kong•India•Morocco•Singapore•South Africa•Switzerland•Tunisia
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
Non-GoogleLanguage?ChineseRussianKoreanCzech
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguages...
WorldLanguage?
WorldLanguage?FrenchSpanishEnglishGermanArabicPortuguese
World Languages Create Duplicates
Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguages...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Target Polish –You Get Poland& Polish EmigrantsEverywhere
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
“I Wish I’d Used A Local Domain!”
Billigflug: Austria v Germany
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Hreflang InSitemaps!Source: http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.htmlY...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTrans...
... And Your Worst Case ScenarioWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTransl...
Scenario1. English Language Site2. Targeted US, UK, NZ3. Incorrect Pricing Shown ToPotential Customers4. Dot Com Site Domi...
Scenario1. English Language Site2. Targeted US, UK, NZ3. Incorrect Pricing Shown ToPotential Customers4. Dot Com Site Domi...
9. Make Sure You Can GetPaid & DeliverMost Forget!
10. Work To Build TrustWith Customers!You’ll Need It!
Building Trust Is In The Detail
Do Localised URLs Help SEO?• There is a small anchor text benefit to usinglocalised URLs giving them a marginaladvantage– ...
Do Localised URLs Help SEO?
Examples Of Characters CoveredBy Unicode UTF-8
Creating “Safe” URLs• To create “safe” or deliberately misspelledURLs using local languages, it is recommendedto check tha...
What Are The SEO Benefits Of IDNs?• Owing to the way Google handles exact matchdomains, there is now less benefit in havin...
How IDNs Are Structuredxn--bcher-kva.chThis label says this is an IDN
How IDNs Are Structuredxn--bcher-kva.chThese are the standard ASCIIcharacters
How IDNs Are Structuredxn--bcher-kva.chIndicates the letter “ü” in second position
How IDNs Are Structuredxn--bcher-kva.chBücher.ch
11. Always Work WithPartners With Lots OfExperienceGet There Safer!
No, I Think She Might Be Busy!
Yes, He Might Be Free!
Thanks For Listening!@andyatkinskrugeandy@webcertain.com+44 330 330 9000 (24-7)
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO
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iLive 2013 - Andy Atkins-Kruger - TOP 10 Success Factors for Global SEO

  1. 1. Everything You Need ToMake A Success Of “GlobalSEO” In 10 Steps!By Andy Atkins-KrügerRiga May, 2013
  2. 2. WebCertain Global OfficesLos AngelesBeijingBangkokWarsawOsloYorkBarcelonaTrieste
  3. 3. • 44 Languages –In-House(SEO/PPC/Social)• 8 LanguageAccountManagementTeam
  4. 4. This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternationalContentMarketingCulturalConversion
  5. 5. This Is International Or Multilingual SEO!Geo-TargetingContentSEO-ReviewedSEO-LocalisationLocal Links& SharesInternationalContentMarketingCulturalConversionThis Is WhatNewcomersAlways TalkAbout
  6. 6. 1.Research, First, Foremost, ForeverJust like…
  7. 7. YouMightRegretCuttingCorners!
  8. 8. Typical Research Types:
  9. 9. Before You Go:Choosing The RightDestination
  10. 10. After You Arrive:Fixing The Problem Or ImprovementChallenge
  11. 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. 12. Don’t Use Global Market Finder
  13. 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. 14. Step Two: Sample Target Market Scorecard
  15. 15. Analytics Is A Trap!Population Is A Trap!Competition Is A Trap!Step Two: Sample Target Market Scorecard
  16. 16. 2. Understand You Don’tUnderstand CultureNoone Does!
  17. 17. 3. Don’t Think OfTranslation AsClicking A Button(Keep Translators And SoftwareAway From Keywords)
  18. 18. Three Popular English Keywords....
  19. 19. ...Now Popular In Four Languages
  20. 20. Keyword 1
  21. 21. Keyword 2
  22. 22. Keyword 3
  23. 23. Whoops! Missed These...
  24. 24. 4. Region By Region ByRegional ROIYou Know It Makes Sense!
  25. 25. ROI By Region = Best Comparative MeasureMOVE The Budget!
  26. 26. 5. Don’t “Go Local”, GoCustomer‘Local’ Is An Illusion!
  27. 27. Do The SameSegments Exist?
  28. 28. Do The SameSegments Exist?Do The Same PersonaeExist?
  29. 29. The New SEO-Ranking Factors
  30. 30. The New SEO-Ranking Factors• Click Through Rate• "Long Clicks"• "Short Clicks"
  31. 31. Suggest What EncouragesHigh Click Through Rates OfGoogle’s Result Pages?
  32. 32. Keyword Specific Click Through Factors:• Familiarity• Gender• Numbers• Diversity v Specificity
  33. 33. 6. Lead With Content,Then PPC, Then SEO,Then Social MediaChoose Your Method Of Attack
  34. 34. 1. Build OutContentBase!
  35. 35. 2. Rapid ProbingAttack With PPC,Banners, RTBRetargeting
  36. 36. 3. Send In TheSEO Big Guns
  37. 37. 4. Build Out SocialOn The Ground
  38. 38. Join The Global Central Network!
  39. 39. 7. Plan Your InternationalContent Management &MarketingExpect Complexity!
  40. 40. Goal“To Outrank Competitors By Having The MostDesirable Content Which Is ConstantlyRevisited And Shared”
  41. 41. Social MediaCollectionMy Website.frCorporate -TranslatedCorporate –TranslationUpdates Local Team FreshMarketingContentLocal UserGeneratedContent(Reviews)MachineTranslatedContentSEO ContentSEO ContentUpdatesInfographics
  42. 42. Best Practice SEO-LocalisationBusinessObjectivesProductDevelopmentMarketingMessages &ContentSEO-Localisation StrategyPlanContentSelection &PlanningTerminology &GlossaryManagementSEO Meta-Content &Tactical SEOContentLocalisationGlossaryMetrics, SEO & Content Feedback Loop
  43. 43. Two Views Of Content MarketingContent MarketingContent Marketing
  44. 44. Goals To Includes Personas(B2B=Job Function)
  45. 45. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote
  46. 46. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
  47. 47. Webcertain’s View1. Research Opportunities2. Create To Brief3. Distribute & Promote40%40%20%
  48. 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. 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. 50. 8. Geo-Target But Don’tThink That’sInternational SEO DoneJust The Start!
  51. 51. Say “Olá” To Luís!
  52. 52. Luís Lives In Porto In PortugalHe’s runs a smallexpanding hoteland needs somenew furniture!
  53. 53. Luís Searches For “moveis para hotel”He’s runs a smallexpanding hoteland needs somenew furniture!
  54. 54. Luís Clicks The 1st Result – From Brazil!He’s runs a smallexpanding hoteland needs somenew furniture!
  55. 55. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!
  56. 56. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery AndInstallation
  57. 57. Luís Is Offered.....He’s runs a smallexpanding hoteland needs somenew furniture!Prices in BrazilianReals!Free Delivery AndInstallationTo São Paulo
  58. 58. Geo-Targeting Matters To Luís!Geo-TargetingAlso Matters to:1. Google2. OnlineMarketers
  59. 59. Which “Signals” Matter?1. Local Domains or ccTLDs2. Webmaster Tools3. Server Location4. Sitemaps , Hreflang Tags &Canonicals5. Languages6. Currency & Address Formats7. Inbound Links
  60. 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. 61. Language?Country?Mixed?
  62. 62. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
  63. 63. MultilingualCountriesSimpleCountries
  64. 64. MultilingualCountries•Algeria•Belgium•Canada•Hong Kong•India•Morocco•Singapore•South Africa•Switzerland•Tunisia
  65. 65. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsMulti - Language Regions
  66. 66. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
  67. 67. Non-GoogleLanguage?ChineseRussianKoreanCzech
  68. 68. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussia
  69. 69. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguagesNationalLanguages
  70. 70. WorldLanguage?
  71. 71. WorldLanguage?FrenchSpanishEnglishGermanArabicPortuguese
  72. 72. World Languages Create Duplicates
  73. 73. Webcertain’s Geo-Targeting MatrixSingleLanguageRegionsCzech RepublicMulti - Language RegionsKoreaChinaRussiaWorldLanguagesNationalLanguages
  74. 74. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussia
  75. 75. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhere
  76. 76. Target Polish –You Get Poland& Polish EmigrantsEverywhere
  77. 77. Webcertain’s Geo-Targeting MatrixWorldLanguagesSingleLanguageRegionsCzech RepublicNationalLanguagesDuplicated!MachineTranslated!Fresh ContentMulti - Language RegionsKoreaChinaRussiaJust At HomeEverywhere
  78. 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. 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. 80. “I Wish I’d Used A Local Domain!”
  81. 81. Billigflug: Austria v Germany
  82. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 97. 9. Make Sure You Can GetPaid & DeliverMost Forget!
  98. 98. 10. Work To Build TrustWith Customers!You’ll Need It!
  99. 99. Building Trust Is In The Detail
  100. 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. 101. Do Localised URLs Help SEO?
  102. 102. Examples Of Characters CoveredBy Unicode UTF-8
  103. 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. 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. 105. How IDNs Are Structuredxn--bcher-kva.chThis label says this is an IDN
  106. 106. How IDNs Are Structuredxn--bcher-kva.chThese are the standard ASCIIcharacters
  107. 107. How IDNs Are Structuredxn--bcher-kva.chIndicates the letter “ü” in second position
  108. 108. How IDNs Are Structuredxn--bcher-kva.chBücher.ch
  109. 109. 11. Always Work WithPartners With Lots OfExperienceGet There Safer!
  110. 110. No, I Think She Might Be Busy!
  111. 111. Yes, He Might Be Free!
  112. 112. Thanks For Listening!@andyatkinskrugeandy@webcertain.com+44 330 330 9000 (24-7)

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