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.

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Optimize Websites For Global ROI

  1. 1. OPTIMIZE YOUR WEBSITE FOR GLOBAL RETURN-ON-INVESTMENT Mike Belasco @belasco Gaëlle Callnin @cofrenchy
  2. 2. Optimizing websites for global ROI <ul><li>Global ROI Components </li></ul><ul><li>Technology / Tools </li></ul><ul><li>Methodology / Approaches </li></ul><ul><li>International Search </li></ul><ul><li>Sample Strategies </li></ul>
  3. 3. Global ROI = Revenue / Cost
  4. 4. Global ROI = Revenue / Costs
  5. 5. Internet = Global * Source: Internet World Stats (www.internetworldstats.com)
  6. 6. Internet = Global * Source: Internet World Stats (www.internetworldstats.com)
  7. 7. Internet = Global <ul><li>What does all this mean? </li></ul><ul><li>Where does the opportunity exist? </li></ul><ul><li>What can I leverage to achieve my goals? </li></ul>
  8. 8. Leveraging your website globally <ul><li>Use the current investment in your website (economies of scale) </li></ul><ul><li>What are your options for targeting a new international audience? </li></ul><ul><li>Where can you get the biggest ‘bang for your buck’? </li></ul>
  9. 9. Global Passport: Language, Culture <ul><li>Gisting. </li></ul><ul><ul><li>Software translation, low accuracy. </li></ul></ul><ul><li>Translation. </li></ul><ul><ul><li>Professional translation, high accuracy. </li></ul></ul><ul><li>Cultural Adaptation. </li></ul><ul><ul><li>Expert level, adapt intent of message more than actual words. </li></ul></ul><ul><li>Crowdsourcing. </li></ul>
  10. 10. Internal Considerations: Technology <ul><li>Content Management Systems </li></ul><ul><ul><li>Exporting/importing capabilities </li></ul></ul><ul><ul><li>Language workflow management </li></ul></ul><ul><li>Language Terminology Management </li></ul><ul><ul><li>Translator tools, productivity </li></ul></ul><ul><ul><li>Language consistency </li></ul></ul>
  11. 11. I just like this one…
  12. 12. International SEO What You Need To Know And Consider
  13. 13. International SEO <ul><li>What we’ll talk about: </li></ul><ul><li>International Search Marketing Landscape </li></ul><ul><li>Site Architecture For International Success </li></ul><ul><li>International Optimization Tactics </li></ul>
  14. 14. International Search Marketing Landscape <ul><li>According to Oban Multilingual , 70% of internet search queries are not in English. </li></ul><ul><li>Google is not the most popular search engine in every country </li></ul><ul><li>International SEO is generally less competitive. </li></ul><ul><li>Paid search is generally cheaper internationally as well </li></ul>
  15. 15. Top Search Engines Across The Globe <ul><li>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 </li></ul>
  16. 16. Explore Demand Internationally <ul><li>Use Google Insights – available in 39 languages around the world! </li></ul>
  17. 17. Explore Competition Internationally <ul><li>Australian vs. US results for “athletics” </li></ul>
  18. 18. Explore Competition Internationally <ul><li>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. </li></ul><ul><li>You can also use Firefox Add-on “Google Global - http://www.redflymarketing.com/blog/google-global-view-results-different-locations/ </li></ul>
  19. 19. Site Architecture For International SEO
  20. 20. Many Ways to Skin an Int’l Site <ul><li>Which site architecture is right for your international content? </li></ul><ul><li>Sub domains (ex. french.domain.com) </li></ul><ul><li>Sub Folders (ex. www.domain.com/fr) </li></ul><ul><li>Separate domains/sites (www.domain.fr) </li></ul><ul><li>Each of these architectures has pros/cons </li></ul>
  21. 21. Using Sub Domains For Int’l Content <ul><li>Subdomain - fr.domain.com </li></ul><ul><li>Pros : </li></ul><ul><li>Maintains some of the metrics (domain trust, domain popularity) of the root domain. </li></ul><ul><li>Easy to see this is a country specific version of the site </li></ul><ul><li>Each sub-domain can be hosted on a server with a corresponding country IP address. (will discuss this later) </li></ul><ul><li>Cons : </li></ul><ul><li>While you maintain some of the value of the root domain metrics, you do lose a significant amount. </li></ul><ul><li>Higher risk of mislinking. Many linkers will link to the &quot;www&quot; of the site out of habit. </li></ul><ul><li>Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites </li></ul>
  22. 22. Using Unique Sites For Int’l Content <ul><li>TLD - www.domain.fr Great option for websites that have a strong attachment to country of origin and are vastly different from their foreign counterparts. </li></ul><ul><li>Pros : </li></ul><ul><li>Very obvious and intuitive to the user. </li></ul><ul><li>Good chance of getting correct links. </li></ul><ul><li>Provides the ability for each domain to be hosted on a country specific IP address. </li></ul><ul><li>Cons : </li></ul><ul><li>Completely different domain than its foreign friends, amigos and amis. This means they do not share any of the benefits of inbound links. </li></ul><ul><li>Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites </li></ul>
  23. 23. Using Sub-folders for Int’l Content <ul><li>Subfolder - www.domain.com/fr/ Great option for an already well established website that is looking to expand into new international markets. </li></ul><ul><li>Pros : </li></ul><ul><li>All links to any version of the site help boost the domain. It's a rising tide raises all boats situation. </li></ul><ul><li>Less prone to linking mistakes as this format follows the standard website convention www.example.com. </li></ul><ul><li>Cons : </li></ul><ul><li>This option has not performed as well in country specific search engines. </li></ul><ul><li>Potentially confusing for users looking for a ccTLD (ex. .fr) version of the site. </li></ul><ul><li>Not able to have different country sites hosted from different country specific servers with proper IP addresses. </li></ul><ul><li>Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites </li></ul>
  24. 24. International SEO Tactics
  25. 25. Hosting and Domain Issues <ul><li>It is best to host the site in the country you are targeting so you get a local IP address </li></ul><ul><li>You can specify Geographic Target for sub domains, sub folders and of course domains in Google Webmaster Tools </li></ul>
  26. 26. On-page Intl SEO Tactics <ul><li>As always start with Keyword Research </li></ul><ul><ul><li>Google Adwords Keyword Tool </li></ul></ul><ul><ul><li>Keywords Discovery </li></ul></ul>
  27. 27. On-page Intl SEO Tactics <ul><li>All SEO best practices still apply. Some ranking factors will very slightly on search engines other than Google/Yahoo, etc. </li></ul><ul><li>Use the content-language meta tag: </li></ul><ul><li><meta http-equiv=&quot;content-language&quot; content=&quot;en-gb&quot;> </li></ul><ul><li>You can find the entire list of language codes at Microsoft's Developer Center . </li></ul><ul><li>Display Intl address and phone on the site. </li></ul>
  28. 29. International Link Building <ul><li>Get links from sites with the same TLD (ex. www.other domain.fr) </li></ul><ul><li>Other link building tactics still apply (keyword rich anchor text, links from more powerful sites, etc.) </li></ul><ul><li>Use keyword and domain specific searches to find opportunities </li></ul><ul><li>http://www.google.com/search?q=directory+site%3Aco.uk </li></ul><ul><li>http://www.google.com/search?q=intitle%3Adirectory+site%3Aco.uk </li></ul><ul><li>http://www.google.com/search?q=inurl%3Adirectory+site%3Aco.uk </li></ul><ul><li>http://www.google.com/search?q=resources+site%3Aco.uk </li></ul>
  29. 30. Example: French SEO
  30. 31. Example: French SEO <ul><li>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 </li></ul>
  31. 32. Example: Language & User Content
  32. 33. Example: Language & User Content <ul><li>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 </li></ul>
  33. 34. Technology & Data
  34. 35. Thank You! <ul><li>Gaëlle Callnin, Virtual Words LinkedIn: linkedin.com/in/gaellecallnin Twitter: @cofrenchy Email: gaelle.callnin@virtual-words.com </li></ul><ul><li>Mike Belasco, seOverflow LinkedIn: linkedin.com/in/miketheinternetguy Twitter: @belasco Email: mike@seoverflow.com </li></ul>