International SEO   International SEOHow to Establish a Global Web Presence          With a Localized Feel
Housekeeping …• Request a 1‐on‐1 lab online1    http://www.businessol.com/labs         //                  /2   Recorded p...
Agenda• International Marketing• Managing Global Websites   – Web CMS   – Global Gateway     Global Gateway• Managing Inte...
International Marketing                                                   g                                           Blun...
International Marketing                                 Choosing Your Target Countries•   Population•   Internet penetrati...
Choosing Your Target Market                             Targeting by Country vs. Language • SEO best practice  SEO best pr...
B2B vs                    B2B                     B2B vs B2CB2C Localization: Highly Custom      B2B Global:              ...
Globalization vs              Globalization  Localization               Globalization vs LocalizationGlobal ProductsGlobal...
Cultural Considerations                          Cultural ConsiderationsEthnocentrism:• Tendency to believe ones ethnic or...
MANAGING GLOBAL WEBSITES MANAGING GLOBAL WEBSITES
Managing Global Websites                  Managing Global WebsitesFor most global companies, a web presence grows  o ost g...
Managing Global Websites                Managing Global WebsitesWebsite Content Management System (CMS)Website Content Man...
Content Management SystemContent Management System             Meta Data             Meta Data            Editing Tools   ...
Global Themes/Templates Globalization = Internationalization + Localization                 Internationalization: process ...
Translation Management                                   SystemSource Content                    Glossary of Terms        ...
CMS + TMS                                                 CMS + TMS       Source Content   Meta Data  Editing Tools  Editi...
International Content                         International Content•   Local Content Creation  $$$$    Local Content Creat...
Machine Translation                           Machine Translation• It’s getting better  It s getting better   – Is somethi...
INTERNATIONAL SEO INTERNATIONAL SEO
International Search Engines                       g
International SEOThe goal of a country specific search engine is to The goal of a country specific search engine is tohelp...
SITE WIDE (TECHNICAL)SITE WIDE (TECHNICAL)
Site Wide  Technical Factors                 Site Wide ‐ Technical FactorsTechnical Factors• Findability – crawler issues•...
Domain Structure                             Domain StructureThree Options for International Domain Three Options for Inte...
CCTLDCountry Code Top Level Domain (ccTLD)Country Code Top Level Domain (ccTLD)  • Ex: .fr, .de, .cn, .ru, .it, etc.  • A ...
Considerations When                                Using CCTLD• Research• Consistency  – www.yoursite.com             it  ...
Domain Structure                                        for Language                                       for LanguageCou...
Domain Structure                             Domain StructureWhat is the best option from an SEO and What is the best opti...
Central Website                           Central Website              site.ch/frsite.com/es   site.com      site.com/es/m...
Hosting                                            Hosting• Hosting in the target country  Hosting in the target country• ...
Google Webmaster Tools                      Google Webmaster Toolswww.website.com/fr                                Set th...
Page Language CodePage Language Code
ON PAGE (CONTENT)ON‐PAGE (CONTENT)
On‐                                              On‐Page•   Title      te•   Meta Data•   Header tags    Header tags•   Bo...
Localized Keyword Research                       Not Translated Keywords!                                 l d        dChec...
Localized Meta Data                      Localized Meta DataDon t forget to translate and localize…Don’t forget to transla...
OFF PAGEOFF‐PAGE
International Link Building                                                      Getting Quality LinksStandard Metrics:   ...
International Link Building International Link Tactics• C d ti t  Conduct international competitive link research         ...
Global Gateway                              www.sap.com  Country selector page is in text format
PUTTING IT ALL TOGETHERPUTTING IT ALL TOGETHER
Localization & SEO                           Localization & SEO• Glossary of terms & keyword research  Glossary of terms &...
CMS + TMS                                                    CMS + TMS       Source Content   Meta Data  Editing Tools  Ed...
Th kThank you!          !
Housekeeping …• Request a 1‐on‐1 lab online1    http://www.businessol.com/labs         //                  /2   Recorded p...
Owner’s Manual   Owner s Manual      Performance Driven       Online Marketing      Online Marketing    Get Your Free Copy...
International SEO: How to Establish a Global Web Presence with a Localized Feel
International SEO: How to Establish a Global Web Presence with a Localized Feel
International SEO: How to Establish a Global Web Presence with a Localized Feel
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International SEO: How to Establish a Global Web Presence with a Localized Feel

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Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.

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International SEO: How to Establish a Global Web Presence with a Localized Feel

  1. 1. International SEO International SEOHow to Establish a Global Web Presence  With a Localized Feel
  2. 2. Housekeeping …• Request a 1‐on‐1 lab online1 http://www.businessol.com/labs // /2 Recorded presentation & slides  Recorded presentation & slides will be sent via email following  the event the event3 Follow BusinessOnLine on  o o us essO eo Become a fan on  Become a fan on facebook:  Twitter: @BOLOptimized www.facebook.com/ BOLOptimized #seo If Tweeting about this session, please use this hashtag:  
  3. 3. Agenda• International Marketing• Managing Global Websites – Web CMS – Global Gateway Global Gateway• Managing International Content – Content Translation• International SEO factors – Site wide – On‐Page On‐Page  – Off‐Page• Putting it Together
  4. 4. International Marketing  g BlundersPepsi slogan US: “Pepsi Brings you back to life”Pepsi slogan US: “Pepsi Brings you back to life”• Translated into Chinese: “Pepsi brings your  ancestors back from the grave”Clairol introduces the “mist stick” into Germany• No one seemed to have use for a “Manure  Stick”Scandinavian vacuum manufacturer• US translation “Nothing sucks like an  Electrolux” 
  5. 5. International Marketing Choosing Your Target Countries• Population• Internet penetration by country b• Internet buying behavior• Current traffic sources – Analytics
  6. 6. Choosing Your Target Market Targeting by Country vs. Language • SEO best practice SEO best practice • Budget• Combination approach Combination approach • Start with languages and build up your country specific  localization over time with testing, research and  analytics
  7. 7. B2B vs B2B  B2B vs B2CB2C Localization: Highly Custom B2B Global:  More General High Cost Economies of Scale/  / Lower  Cost
  8. 8. Globalization vs Globalization  Localization  Globalization vs LocalizationGlobal ProductsGlobal Products• Highly Technical • Ex: iPod Honda Civic Ex: iPod, Honda CivicLocalized Products / Marketing• Laundry Detergent, Ford Trucks, Coats, McDonalds  etc…
  9. 9. Cultural Considerations Cultural ConsiderationsEthnocentrism:• Tendency to believe ones ethnic or cultural group is centrally  important, and all other groups are measured in relation to  ones own. The ethnocentric individual will judge other groups  relative to their own particular ethnic group or culture.
  10. 10. MANAGING GLOBAL WEBSITES MANAGING GLOBAL WEBSITES
  11. 11. Managing Global Websites Managing Global WebsitesFor most global companies, a web presence grows  o ost g oba co pa es, a eb p ese ce g o sorganically.Positives: • Highly localized websites, relevant to local users • Possible good rankings in local search engines bl d k l l hNegatives: • Inconsistent branding & user experience Inconsistent branding & user experience inefficiencies  • Power of the corporate site from an SEO p
  12. 12. Managing Global Websites Managing Global WebsitesWebsite Content Management System (CMS)Website Content Management System (CMS) • Handles multiple languages • Handles multiple URLs Handles multiple URLs • Global Theme ‐ InternationalizeTranslation Management Systems (TMS)T l ti M tS t (TMS) • Glossary of terms • Translation memories
  13. 13. Content Management SystemContent Management System Meta Data Meta Data Editing Tools Content Content e Theme  Wizard
  14. 14. Global Themes/Templates Globalization = Internationalization + Localization Internationalization: process of designing  a website template so that it can be  bi l h i b adapted to various languages and regions  without having to make development  changes • Dynamic layouts allow templates to  expand or contract with different  languages (some languages expand  horizontally others vertically) h i t ll th ti ll ) • Avoid text in images • Gl b l b di l k d f l ith Global branding, look and feel with  consistent user experience • Localization capabilities 
  15. 15. Translation Management  SystemSource Content Glossary of Terms  Translator  + Localizes  Localizes Translation Memories  Content Database Localized  Content 
  16. 16. CMS + TMS CMS + TMS Source Content Meta Data Editing Tools Editing ToolsLocalized Content Glossary of Terms  Loca Con Translator  Translator ntent + alized  Localizes  Translation  Content Memories Database Theme  Wizard Localized Content 
  17. 17. International Content  International Content• Local Content Creation  $$$$ Local Content Creation $$$$• Human Translation         $$$ • Machine Translation      $$ hi l i $$• Crowd Sourcing              $
  18. 18. Machine Translation Machine Translation• It’s getting better It s getting better – Is something better than nothing? –B tf Best for support documents (not marketing) td t ( t k ti )• Internationalized content – Avoid play on words, keep it simple• Consider users translating your content into  their language with MT
  19. 19. INTERNATIONAL SEO INTERNATIONAL SEO
  20. 20. International Search Engines g
  21. 21. International SEOThe goal of a country specific search engine is to The goal of a country specific search engine is tohelp a local user find relevant information. Top rankings are awarded to web pages that send rankings are awarded to web pages that sendsignals to let the engine know they are relevant.• Site Wide (Technical)• On Page (Content) On‐Page (Content)• Off‐Page (Linking)
  22. 22. SITE WIDE (TECHNICAL)SITE WIDE (TECHNICAL)
  23. 23. Site Wide  Technical Factors Site Wide ‐ Technical FactorsTechnical Factors• Findability – crawler issues• Duplicate content issues• Redirect issuesLocal signals• URL Structure• H i (G Hosting (Google Location) l L i )• Language Code
  24. 24. Domain Structure Domain StructureThree Options for International Domain Three Options for International DomainStructure:1. www.yoursite.de (CCTLD)2. www.yoursite.com/de (Sub‐Folder)3. de.yoursite.com (Sub‐Domain)
  25. 25. CCTLDCountry Code Top Level Domain (ccTLD)Country Code Top Level Domain (ccTLD) • Ex: .fr, .de, .cn, .ru, .it, etc. • A country code top level domain (ccTLD) is a top A country code top‐level domain (ccTLD) is a top‐ level domain generally used or reserved for a  country or region country or region
  26. 26. Considerations When  Using CCTLD• Research• Consistency – www.yoursite.com it – www.yoursite.fr – www.yoursite.it – www.yoursite.es
  27. 27. Domain Structure  for Language for LanguageCountries with More Than One Language: Switzerland  • http://www.yoursite.ch/fr • http://www.yoursite.ch/it • http://www.yoursite.com/ch/fr • http://www.yoursite.com/ch/it • http://ch.yoursite.com/fr • http://ch yoursite com/it http://ch.yoursite.com/it
  28. 28. Domain Structure Domain StructureWhat is the best option from an SEO and What is the best option from an SEO andimplementation point of view? Combination: • htt // http://www.yoursite.com – Gl b l Sit (US F it Global Site (US Focus) ) • http://www.yoursite.cn – CCTLD • h // http://www.yoursite.com/es – Sub Folder / b ld
  29. 29. Central Website Central Website site.ch/frsite.com/es site.com site.com/es/mx Site.cn
  30. 30. Hosting  Hosting• Hosting in the target country Hosting in the target country• Hosting in one country for all regions
  31. 31. Google Webmaster Tools  Google Webmaster Toolswww.website.com/fr Set the location you are  targeting in your  i i account
  32. 32. Page Language CodePage Language Code
  33. 33. ON PAGE (CONTENT)ON‐PAGE (CONTENT)
  34. 34. On‐ On‐Page• Title te• Meta Data• Header tags Header tags• Body content – Text e t – Images – Video• Local Signals – Incorporate localized keywords in prominent  positions ii
  35. 35. Localized Keyword Research Not Translated Keywords! l d dCheck to see if local search engines in the country you are targeting haveCheck to see if local search engines in the country you are targeting have their own keyword research tools. Most engines that offer PPC will.
  36. 36. Localized Meta Data Localized Meta DataDon t forget to translate and localize…Don’t forget to translate and localize
  37. 37. OFF PAGEOFF‐PAGE
  38. 38. International Link Building Getting Quality LinksStandard Metrics: Local Signals:• Quality over quantity • Links from sites that have content in • Relevant  targeted language• Authoritative • Links from sites that have target ccTLD • Links from sites that are hosted in  targeted country In Google, choose  sites from country. This will show you In Google choose “sites from country ” This will show you  which sites Google has classified as being from that specific  country.
  39. 39. International Link Building International Link Tactics• C d ti t Conduct international competitive link research ti l titi li k h• Link to and from important information resources on all your global  sites• Link your international sites together with an optimized Global  GateWay• Check to see if your domestic partners have their sites translated in  your target language• Country/language specific directories, article directories,  – http://www.ezilon.com/ yahoo.com, Dmoz, Best of the web as well as local  directories. di t i• Use international social media for link building – Blogs, social networks , forums, – http://cv com http://www folkd com http://cv.com, http://www.folkd.com
  40. 40. Global Gateway www.sap.com Country selector page is in text format
  41. 41. PUTTING IT ALL TOGETHERPUTTING IT ALL TOGETHER
  42. 42. Localization & SEO Localization & SEO• Glossary of terms & keyword research Glossary of terms & keyword research• Content translation and on‐page SEO –PPage Titles Titl – Meta Data – Content Optimization
  43. 43. CMS + TMS CMS + TMS Source Content Meta Data Editing Tools Editing ToolsLocalized Content Glossary of Terms &  Translator  Keyword Research  Keyword Research Localizes Content  & Incorporates  + Keywords into  Translation  On‐page SEO  Elements Memories Database Theme  SEO Localized content  Wizard
  44. 44. Th kThank you!  !
  45. 45. Housekeeping …• Request a 1‐on‐1 lab online1 http://www.businessol.com/labs // /2 Recorded presentation & slides  Recorded presentation & slides will be sent via email following  the event the event3 Follow BusinessOnLine on  o o us essO eo Become a fan on  Become a fan on facebook:  Twitter: @BOLOptimized www.facebook.com/ BOLOptimized #seo If Tweeting about this session, please use this hashtag:  
  46. 46. Owner’s Manual Owner s Manual  Performance Driven  Online Marketing Online Marketing Get Your Free Copy:www.businessol.com/ownersmanualwww businessol com/ownersmanual

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