Google's Dirty Little Secret

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How localization of your server can cripple or double your search engine traffic.

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  • Hi netslash. Althought it didn't sound a secret to me and may be pretty obvious, I liked the way you explained it.

    IP is at the root of tracking web servers & clients, but I guess that they have a lot of strict collaboration with telecommunication companies as well to get accurate results.

    Apart from the 'Google SEO', I would place my websites in Zimbawe if I think that the target would be mostly Zimbawe population. I wouldn't place my website in Italy or America for that. This is even for ping / connection purposes.

    Let's say anyway that this presentation is pretty useful to the ones that think that moving the server to a cheaper place (ie: eastern europe) will be a good solution. Yes, lower prices, but less visits from major SE.
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  • or register your website on the google of the country you are on!!
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  • It is such not a secret that when you are outside of the US and type www.google.com it redirects you to www.google.com.country and adds a link below the search box to www.google.com just in case you want to search the 'normal' google.
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  • Yes, I wouldn't call this a secret. A lot of google savvy guys know this. And it's pretty obvious too. If you would ask Google, they will tell you it is indeed based on your location, it's not like they are going to keep it as a secret, because it just isn't. No offence, just wanted to make things clear =)
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  • Hey,

    this is a test comment
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Google's Dirty Little Secret

  1. 1. Titel tekst Beschrijving slide Google’s dirty little secret ... and how it can make or break your search engine traffic
  2. 2. Wisdom is: Understanding the things that should be obvious This presentation: 3 steps that lead to (a little) Google wisdom If not to wisdom: to discussion
  3. 3. Observe
  4. 4. Test 1: <ul><li>Go to: www.google.be </li></ul><ul><li>Search for ‘webdesign’ </li></ul><ul><li>Look at the top 5 results </li></ul>
  5. 6. Observe: <ul><li>Searching from a Belgian computer </li></ul><ul><li>On the Belgian Google site (.be) </li></ul><ul><li>Results are Belgian websites </li></ul>
  6. 7. Test 2: <ul><li>Go to: www.google.nl </li></ul><ul><li>Search for ‘webdesign’ </li></ul><ul><li>Look at the top 5 results </li></ul>
  7. 9. Observe: <ul><li>Searching from a Belgian computer </li></ul><ul><li>On the Dutch Google site (.nl) </li></ul><ul><li>Results are websites in Dutch (Dutch + Belgian) </li></ul>
  8. 10. Test 3: <ul><li>Go to: www.google. com </li></ul><ul><li>Use a proxy! www.proxify.com </li></ul><ul><li>Search for ‘webdesign’ </li></ul><ul><li>Look at the top 5 results </li></ul>
  9. 12. Observe: <ul><li>Searching from a Belgian computer </li></ul><ul><li>On the American Google site (.com) </li></ul><ul><li>Results are ‘international’ websites </li></ul>
  10. 13. Conclude: <ul><li>Google determines your location </li></ul><ul><li>It uses your IP-address? </li></ul><ul><li>Google serves results based on your location. </li></ul>
  11. 14. Analyse
  12. 15. Analyse: <ul><li>Google serves results based on your location </li></ul><ul><li>So it must classify sites (that are served as results) based on location </li></ul><ul><li>How does Google determine the location of a website? </li></ul>
  13. 16. Analyse: <ul><li>TLD (.be, .com, .nl)? </li></ul><ul><li>Meta-information (headers)? </li></ul><ul><li>IP-address of server? </li></ul>
  14. 17. Conclude
  15. 18. Conclude: <ul><li>Google serves results based on your location </li></ul><ul><li>Google locates sites based on IP-address of their server </li></ul>
  16. 19. Conclude: If you want Search Engine Traffic from a specific country… … make sure the IP-address of your server is located in that country!
  17. 20. Case
  18. 21. Case: <ul><li>www .----------. nl </li></ul><ul><li>Dutch site </li></ul><ul><li>Traffic comes 95% from Google </li></ul><ul><li>Mainly Dutch audience, small part is Belgian </li></ul><ul><li>Server located in Amsterdam </li></ul>
  19. 22. Case: <ul><li>Server moved from Amsterdam to Brussels </li></ul><ul><li>All other parameters were unchanged </li></ul><ul><li>Result: Belgian traffic remained, Dutch traffic disappeared </li></ul>
  20. 24. Act! Location of your server can make or break your traffic! (Check: http://oy-oy.eu/google/world/)
  21. 25. Bart De Waele bart@netlash.com www.netlash.com www.ondernemeringent.be

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