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International SEO Preso at Digital Marketing Show 2013
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International SEO Preso at Digital Marketing Show 2013


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  • 1. International SEO for 2014 #DigitalMarketingShow @LisaDMyers
  • 2. International SEO – is it really that different? #DigitalMarketingShow @LisaDMyers
  • 3. Musts For International Success # 1 Geo-targeting #2 Language #3 Link Development #DigitalMarketingShow @LisaDMyers
  • 4. Estimated 8.26 billion web pages different indexes for different countries, i.e and (or Yahoo...ehm...) #DigitalMarketingShow @LisaDMyers
  • 5. You need to help the engines figure out WHICH index you want to be found in #DigitalMarketingShow @LisaDMyers
  • 6. #1 geo-targeting #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 7. Geo-targeting Making sure your website is indexed in the right geographical index. Options: - ccTLD, Sub domain or Sub Directory - Using Google webmaster tools - Using Hreflang Attribute #DigitalMarketingShow @LisaDMyers
  • 8. + Authority of links to the domain - Little/or no benefits of links to main domain #DigitalMarketingShow @LisaDMyers
  • 9. country code TLD #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 10. ccTLDs Country specific TLDs such as .de and .fr is the best sign you can give the search engine to which geographical index you want to be index and ranked in. #DigitalMarketingShow @LisaDMyers
  • 11. If you have an office (or will have) in the relevant country and it is a growing business ccTLDs are recommended. Especially if you also have a marketing budget in those countries (or in house capabilities). #DigitalMarketingShow @LisaDMyers
  • 12. Having a marketing department in a country and still being on a sub folder is a bit like living at home with your parents at 30! #DigitalMarketingShow @LisaDMyers
  • 13. using subfolder #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 14. When subfolders should be used - Budget restrictions & no local marketing Sites that will never have local offices Initial geo targeting & time restraints Informational sites + benefit of link authority of entire domain! #DigitalMarketingShow @LisaDMyers
  • 15. #DigitalMarketingShow @LisaDMyers
  • 16. using subdomains #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 17. When Subdomains Should be Used • Technically it’s a middle road between ccTLDs and sub folders but in my opinion NOT ideal • Easy to implement and can have separate hosting BUT don’t benefit in whole of the link authority on main domain #DigitalMarketingShow @LisaDMyers
  • 18. webmaster tools #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 19. For non geo specific TLD like: .com .net .org .info etc… You can set target country in Webmaster tools. #DigitalMarketingShow @LisaDMyers
  • 20. #DigitalMarketingShow @LisaDMyers
  • 21. BUT don’t restrict yourself. Only to be used if you definitely DON’T want to show up in any other indexes #DigitalMarketingShow @LisaDMyers
  • 22. 25% of sites has wrong geo targeting settings! source: John Mueller Google #DigitalMarketingShow @LisaDMyers
  • 23. hreflang attribute The new way of saying “It’s the translated page innit” or “it’s suppose to be indexed in this country” #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 24. What is it? The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page. #DigitalMarketingShow @LisaDMyers
  • 25. When to use Href lang • You translate only the template of your page, such as the navigation and footer, and keep the main content in a single language • Your pages have broadly similar content within a single language, but the content has small regional variations. For example, English-language in the US, GB, and Ireland. • Your site content is fully translated. For example, you have both German and English versions of each page. #DigitalMarketingShow @LisaDMyers
  • 26. Guides on Hreflang Google’s guide on hreflang Can be implemented as a HTML link element in the header <link rel="alternate" hreflang="en" href="" > <link rel="alternate" hreflang="de" href="" > (must be implemented within HTML on BOTH URLs) Or by Implementing Hreflang using sitemaps (recommended) #DigitalMarketingShow @LisaDMyers
  • 27. Tool for creating sitemap the Mediaflow created this tool to make it easier: #DigitalMarketingShow @LisaDMyers
  • 28. BTW! The Hreflang attribute will NOT make your site rank higher!! #DigitalMarketingShow @LisaDMyers
  • 29. #2 language #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 30. Target differently #DigitalMarketingShow @LisaDMyers
  • 31. YOU Need to speak the language AND understand the culture! #DigitalMarketingShow @LisaDMyers
  • 32. • If you want traffic from Germany; ihre Sprache sprechen. Funnily enough the search engines also believes that a site that has content in German might also be targeting Germany. Simples. End of. #DigitalMarketingShow @LisaDMyers
  • 33. Speak Their Language! Don’t directly translate and for F#%* sake don’t use Google translate and think that’s it. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 34. 21 Shades Of Verve Search #DigitalMarketingShow @LisaDMyers
  • 35. Don’t use the big BRANDS as a guide! #DigitalMarketingShow @LisaDMyers
  • 36. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 37. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 38. Nike website NOWHERE to be found #DigitalMarketingShow @LisaDMyers
  • 39. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 40. IP Detection/Redirection • Several big issues with IP Detection but mainly the problem that bots usually crawl from US IP so therefore might never see your other content. • Instead maybe use a javascript overlay that detects IP address and requests users to select relevant country!!! #DigitalMarketingShow @LisaDMyers
  • 41. #3 link development #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  • 42. Google’s algorithm has changed more significantly in the last 1 ½ years than the 3 years before that combined! #DigitalMarketingShow @LisaDMyers
  • 43. FCUK SEO #DigitalMarketingShow @LisaDMyers
  • 44. 1. Tightened the linking algorithm 2. Deep pages, unique content and relevancy 3. Over optimisation crack down 4. Semantic language & Understanding of related words/sentences #DigitalMarketingShow @LisaDMyers
  • 45. +++ peoples attitude to links Linking is bad It will hurt your site Nofollow EVERYTHING………. #DigitalMarketingShow @LisaDMyers
  • 46. BREAKING NEWS It’s called the world wide web….because of sites, get this, linking!! #DigitalMarketingShow @LisaDMyers
  • 47. 1. We need to do what we can with what we have 2. We need to think smarter #DigitalMarketingShow @LisaDMyers
  • 48. When one door closes #DigitalMarketingShow @LisaDMyers
  • 49. Attract rather than Sell Create content that DESERVES links and market that content. #DigitalMarketingShow @LisaDMyers
  • 50. #1 Get blogging #DigitalMarketingShow @LisaDMyers
  • 51. #DigitalMarketingShow @LisaDMyers
  • 52. Blogging } increasing keyword reach + profile #DigitalMarketingShow @LisaDMyers
  • 53. A blog can: - Increases keyword reach considerably - Increases usability and conversion by integrating content - Increase link equity - Increase social equity - Adds personality and social presence - Make it easier to do outreach #DigitalMarketingShow @LisaDMyers
  • 54. Especially powerful in countries where the competition isn’t as high in the SERPs You can in effect rank within the first positions in Google overnight for long tail keywords in a lot of European countries. #DigitalMarketingShow @LisaDMyers
  • 55. UK vs Norway Competitors 97,000 links #DigitalMarketingShow 2,000 links @LisaDMyers
  • 56. #DigitalMarketingShow @LisaDMyers
  • 57. #DigitalMarketingShow @LisaDMyers
  • 58. Blogging makes outreach easier + Rel=Author #DigitalMarketingShow @LisaDMyers
  • 59. #DigitalMarketingShow @LisaDMyers
  • 60. #DigitalMarketingShow @LisaDMyers
  • 61. #2 Smarter Outreach #DigitalMarketingShow @LisaDMyers
  • 62. TOPICS that you care about WILL ALWAYS do better! #DigitalMarketingShow @LisaDMyers
  • 63. Ben loves cycling #DigitalMarketingShow @LisaDMyers
  • 64. Matt loves Art #DigitalMarketingShow @LisaDMyers
  • 65. Josie Loves Fashion #DigitalMarketingShow @LisaDMyers
  • 66. Content doesn’t just mean articles! #DigitalMarketingShow @LisaDMyers
  • 67. When you hit a wall Find another way!!! When starting outreach in Norway we realised quickly that the same strategy that the even the strategy we had in Sweden and Denmark weren’t applicable. #DigitalMarketingShow @LisaDMyers
  • 68. #DigitalMarketingShow @LisaDMyers
  • 69. Competition – PR6 Considerable reach traffic + social “London Hotel” Link #DigitalMarketingShow @LisaDMyers
  • 70. sk8seeing - Brighton on a Skateboard #DigitalMarketingShow @LisaDMyers
  • 71. #DigitalMarketingShow @LisaDMyers
  • 72. Embed codes! #DigitalMarketingShow @LisaDMyers
  • 73. #DigitalMarketingShow @LisaDMyers
  • 74. #DigitalMarketingShow @LisaDMyers
  • 75. #DigitalMarketingShow @LisaDMyers
  • 76. #DigitalMarketingShow @LisaDMyers
  • 77. #DigitalMarketingShow @LisaDMyers
  • 78. In short #1 Chose the right geo targeting for you #2 Speak the language – “innit” #3 Start creating campaigns to ATTRACT links #DigitalMarketingShow @LisaDMyers
  • 79. Make it awesome or don’t bother. #DigitalMarketingShow @LisaDMyers
  • 80. Thank you! #DigitalMarketingShow @LisaDMyers