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Optimize Websites For Global ROI


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This is a joint presentation by Virtual Words and seOverflow on website internationalization and international SEO.

This is a joint presentation by Virtual Words and seOverflow on website internationalization and international SEO.

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  • 1. OPTIMIZE YOUR WEBSITE FOR GLOBAL RETURN-ON-INVESTMENT Mike Belasco @belasco Gaëlle Callnin @cofrenchy
  • 2. Optimizing websites for global ROI
    • Global ROI Components
    • Technology / Tools
    • Methodology / Approaches
    • International Search
    • Sample Strategies
  • 3. Global ROI = Revenue / Cost
  • 4. Global ROI = Revenue / Costs
  • 5. Internet = Global * Source: Internet World Stats (
  • 6. Internet = Global * Source: Internet World Stats (
  • 7. Internet = Global
    • What does all this mean?
    • Where does the opportunity exist?
    • What can I leverage to achieve my goals?
  • 8. Leveraging your website globally
    • Use the current investment in your website (economies of scale)
    • What are your options for targeting a new international audience?
    • Where can you get the biggest ‘bang for your buck’?
  • 9. Global Passport: Language, Culture
    • Gisting.
      • Software translation, low accuracy.
    • Translation.
      • Professional translation, high accuracy.
    • Cultural Adaptation.
      • Expert level, adapt intent of message more than actual words.
    • Crowdsourcing.
  • 10. Internal Considerations: Technology
    • Content Management Systems
      • Exporting/importing capabilities
      • Language workflow management
    • Language Terminology Management
      • Translator tools, productivity
      • Language consistency
  • 11. I just like this one…
  • 12. International SEO What You Need To Know And Consider
  • 13. International SEO
    • What we’ll talk about:
    • International Search Marketing Landscape
    • Site Architecture For International Success
    • International Optimization Tactics
  • 14. International Search Marketing Landscape
    • According to Oban Multilingual , 70% of internet search queries are not in English.
    • Google is not the most popular search engine in every country
    • International SEO is generally less competitive.
    • Paid search is generally cheaper internationally as well
  • 15. Top Search Engines Across The Globe
    • United States – Google China – Baidu Japan – Yahoo  (Google / MSN) UK – Google France – Google Germany – Google Canada – Google Korea – Naver Brazil _ Google Turkey – Google Italy – Google Switzerland – Google Singapore – Google
  • 16. Explore Demand Internationally
    • Use Google Insights – available in 39 languages around the world!
  • 17. Explore Competition Internationally
    • Australian vs. US results for “athletics”
  • 18. Explore Competition Internationally
    • Adding &gl=au (for Australia, nz for New Zealand, etc) to the end of a Google query will return results as if you were in that country.
    • You can also use Firefox Add-on “Google Global -
  • 19. Site Architecture For International SEO
  • 20. Many Ways to Skin an Int’l Site
    • Which site architecture is right for your international content?
    • Sub domains (ex.
    • Sub Folders (ex.
    • Separate domains/sites (
    • Each of these architectures has pros/cons
  • 21. Using Sub Domains For Int’l Content
    • Subdomain -
    • Pros :
    • Maintains some of the metrics (domain trust, domain popularity) of the root domain.
    • Easy to see this is a country specific version of the site
    • Each sub-domain can be hosted on a server with a corresponding country IP address. (will discuss this later)
    • Cons :
    • While you maintain some of the value of the root domain metrics, you do lose a significant amount.
    • Higher risk of mislinking. Many linkers will link to the "www" of the site out of habit.
    • Source:
  • 22. Using Unique Sites For Int’l Content
    • TLD - Great option for websites that have a strong attachment to country of origin and are vastly different from their foreign counterparts.
    • Pros :
    • Very obvious and intuitive to the user.
    • Good chance of getting correct links.
    • Provides the ability for each domain to be hosted on a country specific IP address.
    • Cons :
    • Completely different domain than its foreign friends, amigos and amis. This means they do not share any of the benefits of inbound links.
    • Source:
  • 23. Using Sub-folders for Int’l Content
    • Subfolder - Great option for an already well established website that is looking to expand into new international markets.
    • Pros :
    • All links to any version of the site help boost the domain. It's a rising tide raises all boats situation.
    • Less prone to linking mistakes as this format follows the standard website convention
    • Cons :
    • This option has not performed as well in country specific search engines.
    • Potentially confusing for users looking for a ccTLD (ex. .fr) version of the site.
    • Not able to have different country sites hosted from different country specific servers with proper IP addresses.
    • Source:
  • 24. International SEO Tactics
  • 25. Hosting and Domain Issues
    • It is best to host the site in the country you are targeting so you get a local IP address
    • You can specify Geographic Target for sub domains, sub folders and of course domains in Google Webmaster Tools
  • 26. On-page Intl SEO Tactics
    • As always start with Keyword Research
      • Google Adwords Keyword Tool
      • Keywords Discovery
  • 27. On-page Intl SEO Tactics
    • All SEO best practices still apply. Some ranking factors will very slightly on search engines other than Google/Yahoo, etc.
    • Use the content-language meta tag:
    • <meta http-equiv=&quot;content-language&quot; content=&quot;en-gb&quot;>
    • You can find the entire list of language codes at Microsoft's Developer Center .
    • Display Intl address and phone on the site.
  • 28.  
  • 29. International Link Building
    • Get links from sites with the same TLD (ex. www.other
    • Other link building tactics still apply (keyword rich anchor text, links from more powerful sites, etc.)
    • Use keyword and domain specific searches to find opportunities
  • 30. Example: French SEO
  • 31. Example: French SEO
    • Client: Winshuttle (Private) Project : Replicate US SEO strategy in France Challenge : Very niche market, almost no analytics data Solution : Found best search terms on blogs and articles, instead of Google
  • 32. Example: Language & User Content
  • 33. Example: Language & User Content
    • Client: MSMGF (Non-Profit) Project : Localize website into multiple languages and manage crowdsourcing process Challenge : Content is very sensitive, enormous quantity, can be in any 1 of 7 languages Solution : Train specific language teams, develop client terminology, select and manage volunteer teams
  • 34. Technology & Data
  • 35. Thank You!
    • Gaëlle Callnin, Virtual Words LinkedIn: Twitter: @cofrenchy Email:
    • Mike Belasco, seOverflow LinkedIn: Twitter: @belasco Email: