International SEO - Search Love London 2012

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My presentation on International SEO at Search Love London (2012). Go through all options for geo targeting including hreflang, using webmaster tools and ccTLD vs subdomain and subfolders.

My presentation on International SEO at Search Love London (2012). Go through all options for geo targeting including hreflang, using webmaster tools and ccTLD vs subdomain and subfolders.

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  • 1. International SEO Lisa Myers, CEO Verve Search@LisaDMyers #SearchLove
  • 2. Who dat?• 11 years experience in Marketing, 7 in Search & Social• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing• Heavily involved in the global Search Community, founder of SEO-chicks.com and co-founder of European search blog StateofSearchAwards• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)@LisaDMyers #SearchLove
  • 3. International SEO – is itreally that different?@LisaDMyers #SearchLove
  • 4. Musts For International Success# 1 Geo-targeting#2 Language#3 Link Development@LisaDMyers #SearchLove
  • 5. Estimated 8.26 billion web pagesdifferent indexes for different countries, i.egoogle.co.uk and google.dk(or Yahoo...ehm...)@LisaDMyers #SearchLove
  • 6. need to help the engine figure out what country you are targeting…@LisaDMyers #SearchLove
  • 7. #1 Geo-targeting@LisaDMyers #SearchLove
  • 8. 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@LisaDMyers #SearchLove
  • 9. + Authority of links to the domain - Little/or no benefits of links to main domain@LisaDMyers #SearchLove
  • 10. country code TLD@LisaDMyers #SearchLove
  • 11. ccTLDsCountry specific TLDs such as .co.uk .deand .fr is the best sign you can give thesearch engine to which geographical indexyou want to be index and ranked in.@LisaDMyers #SearchLove
  • 12. 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).@LisaDMyers #SearchLove
  • 13. Having a marketing department in a countryand still being on a sub folder is a bit likeliving home with your parents at 30!@LisaDMyers #SearchLove
  • 14. using subfolder@LisaDMyers #SearchLove
  • 15. 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!@LisaDMyers #SearchLove
  • 16. using subdomains@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@LisaDMyers #SearchLove
  • 18. webmaster tools@LisaDMyers #SearchLove
  • 19. For non geo specific TLD like:.com .net .org .info etc…You can set target country in Webmastertools.@LisaDMyers #SearchLove
  • 20. @LisaDMyers #SearchLove
  • 21. BUT don’t restrict yourself. Only to beused if you definitely DON’T want toshow up in any other indexes@LisaDMyers #SearchLove
  • 22. 25% of sites has wrong geo targeting settings! source: John Mueller Google@LisaDMyers #SearchLove
  • 23. Using Multiple Sitemaps• Create separate sitemaps for different folders on the same domain i.e: site.com/fr site.com/de• Then submit them to webmastertools and set the geotarget settingshttp://goo.gl/qWW1n@LisaDMyers #SearchLove
  • 24. hreflang attribute The new way of saying “It’s the translated page innit” or “it’s suppose to be indexed in this country”@LisaDMyers #SearchLove
  • 25. What is it?• When you have several language versions of the same pages on the same domain• The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.@LisaDMyers #SearchLove
  • 26. 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. This is common on pages that feature user- generated content, like a forum post.• 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.@LisaDMyers #SearchLove
  • 27. Guides on HreflangGoogle’s guide on hreflangCan be implemented as a HTML link element in theheader<link rel="alternate" hreflang="en" href="http://www.example.com/en" ><link rel="alternate" hreflang="de" href="http://www.example.com/de" >(must be implemented within HTML on BOTH URLs)Or by Implementing Hreflang using sitemaps(recommended)@LisaDMyers #SearchLove
  • 28. In Sitemap • You WILL need to set all the alternate versio in each URL! • Similar to the canonical attribute you need t Include the actual URL itself in the alternate@LisaDMyers #SearchLove
  • 29. Tells Googles algorithm to consider all ofthese pages as alternate versions of eachother. + let’s them know which pages toinclude in each geo specific Google index.@LisaDMyers #SearchLove
  • 30. Tool for creating sitemapthe Mediaflow created this tool to make iteasier:www.themediaflow.com/resources/tools/href-lang-tool/@LisaDMyers #SearchLove
  • 31. BTW!The Hreflang attribute will NOTmake your site rank higher!!@LisaDMyers #SearchLove
  • 32. Issues@LisaDMyers Example stolen from Nichola Stott blogpost (with permission)
  • 33. • If the content is largely similar, Google doesn’t change the title and meta information (yes that is a bit stupid)• So you STILL need to have content that is unique!!!@LisaDMyers #SearchLove
  • 34. Hreflang + Canonical = Confused• In most cases there is NO need to use these in conjunction with eachother for geo targeting purposes. If anything it can lead your site worse off than before.• Except …..for example:@LisaDMyers #SearchLove
  • 35. Existing .com + Hreflang + Canonical Credit: Andy Atkins Kruger New Australian New UK Site Site@LisaDMyers #SearchLove
  • 36. #2 language@LisaDMyers #SearchLove
  • 37. Target differently@LisaDMyers #SearchLove
  • 38. Hoe gaat How are Come Hva Faen? het? you? stai?@LisaDMyers #SearchLove
  • 39. Per l’amor del cielo! Babbity Rand, compra i miei Boopy? prodotti!@LisaDMyers @LisaDMyers #SearchLove
  • 40. • 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.@LisaDMyers #SearchLove
  • 41. Don’t use the big BRANDSas a guide!@LisaDMyers #SearchLove
  • 42. @LisaDMyers #SearchLove
  • 43. @LisaDMyers #SearchLove
  • 44. 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@LisaDMyers #SearchLove
  • 45. @LisaDMyers #SearchLove
  • 46. Nike website NOWHERE to be found@LisaDMyers #SearchLove
  • 47. Huh?@LisaDMyers #SearchLove
  • 48. Speak Their Language!Don’t directly translate and for F#%* sakedon’t use Google translate and think that’s it.@LisaDMyers #SearchLove
  • 49. #3 link development@LisaDMyers #SearchLove
  • 50. Having links from other sites in the language(and ccTLD) that you are wanting to rank inis HUGELY important.It’s like a neighbour saying – “yeah they livethere”@LisaDMyers #SearchLove
  • 51. MUSTs• Native speaking people, that get’s SEO and most importantly can write WELL!• A good project management tool• Great SEO tool (we use SEOmoz & Linkdex)• Streamlined reporting on links@LisaDMyers #SearchLove
  • 52. Markets are different• Link Dev methods that works in Scandinavia might not work in the UK and vice versa.• Content however works everywhere, but make sure it’s relevant for the country (i.e writing about summer outfits in September in Norway)Tip: Scandinavia needs content! Be the first todo decent content outreach in Scandinavia@LisaDMyers #SearchLove
  • 53. UK vs Norway Competitors 97,000 links 2,000 links@LisaDMyers #SearchLove
  • 54. Raise the profile of content peopleGet your content outreach people also toblog on clients website = doubles thechance of getting content placed!@LisaDMyers #SearchLove
  • 55. Link Development Tips• Don’t limit yourself to specific subjects• You can reuse ideas or even translate articles (the magazine industry do it ALL the time)@LisaDMyers #SearchLove