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International SEO by Lisa Myers


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Presentation delivered at the Digital Marketing Show 2013 (

Published in: Marketing, Technology, Design
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International SEO by Lisa Myers

  1. 1. International SEO for 2014 #DigitalMarketingShow @LisaDMyers
  2. 2. International SEO – is it really that different? #DigitalMarketingShow @LisaDMyers
  3. 3. Musts For International Success # 1 Geo-targeting #2 Language #3 Link Development #DigitalMarketingShow @LisaDMyers
  4. 4. Estimated 8.26 billion web pages different indexes for different countries, i.e and (or Yahoo...ehm...) #DigitalMarketingShow @LisaDMyers
  5. 5. You need to help the engines figure out WHICH index you want to be found in #DigitalMarketingShow @LisaDMyers
  6. 6. #1 geo-targeting #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  7. 7. 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 #DigitalMarketingShow @LisaDMyers
  8. 8. + Authority of links to the domain - Little/or no benefits of links to main domain #DigitalMarketingShow @LisaDMyers
  9. 9. country code TLD #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  10. 10. ccTLDs Country specific TLDs such as .de and .fr is the best sign you can give the search engine to which geographical index you want to be index and ranked in. #DigitalMarketingShow @LisaDMyers
  11. 11. 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). #DigitalMarketingShow @LisaDMyers
  12. 12. Having a marketing department in a country and still being on a sub folder is a bit like living at home with your parents at 30! #DigitalMarketingShow @LisaDMyers
  13. 13. using subfolder #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  14. 14. 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! #DigitalMarketingShow @LisaDMyers
  15. 15. #DigitalMarketingShow @LisaDMyers
  16. 16. using subdomains #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  17. 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 #DigitalMarketingShow @LisaDMyers
  18. 18. webmaster tools #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  19. 19. For non geo specific TLD like: .com .net .org .info etc… You can set target country in Webmaster tools. #DigitalMarketingShow @LisaDMyers
  20. 20. #DigitalMarketingShow @LisaDMyers
  21. 21. BUT don’t restrict yourself. Only to be used if you definitely DON’T want to show up in any other indexes #DigitalMarketingShow @LisaDMyers
  22. 22. 25% of sites has wrong geo targeting settings! source: John Mueller Google #DigitalMarketingShow @LisaDMyers
  23. 23. hreflang attribute The new way of saying “It’s the translated page innit” or “it’s suppose to be indexed in this country” #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  24. 24. What is it? The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page. #DigitalMarketingShow @LisaDMyers
  25. 25. 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 • 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. #DigitalMarketingShow @LisaDMyers
  26. 26. Guides on Hreflang Google’s guide on hreflang Can be implemented as a HTML link element in the header <link rel="alternate" hreflang="en" href="" > <link rel="alternate" hreflang="de" href="" > (must be implemented within HTML on BOTH URLs) Or by Implementing Hreflang using sitemaps (recommended) #DigitalMarketingShow @LisaDMyers
  27. 27. Tool for creating sitemap the Mediaflow created this tool to make it easier: #DigitalMarketingShow @LisaDMyers
  28. 28. BTW! The Hreflang attribute will NOT make your site rank higher!! #DigitalMarketingShow @LisaDMyers
  29. 29. #2 language #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  30. 30. Target differently #DigitalMarketingShow @LisaDMyers
  31. 31. YOU Need to speak the language AND understand the culture! #DigitalMarketingShow @LisaDMyers
  32. 32. • 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. #DigitalMarketingShow @LisaDMyers
  33. 33. Speak Their Language! Don’t directly translate and for F#%* sake don’t use Google translate and think that’s it. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  34. 34. 21 Shades Of Verve Search #DigitalMarketingShow @LisaDMyers
  35. 35. Don’t use the big BRANDS as a guide! #DigitalMarketingShow @LisaDMyers
  36. 36. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  37. 37. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  38. 38. Nike website NOWHERE to be found #DigitalMarketingShow @LisaDMyers
  39. 39. #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  40. 40. 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!!! #DigitalMarketingShow @LisaDMyers
  41. 41. #3 link development #DigitalMarketingShow @LisaDMyers @LisaDMyers #SearchLove
  42. 42. Google’s algorithm has changed more significantly in the last 1 ½ years than the 3 years before that combined! #DigitalMarketingShow @LisaDMyers
  43. 43. FCUK SEO #DigitalMarketingShow @LisaDMyers
  44. 44. 1. Tightened the linking algorithm 2. Deep pages, unique content and relevancy 3. Over optimisation crack down 4. Semantic language & Understanding of related words/sentences #DigitalMarketingShow @LisaDMyers
  45. 45. +++ peoples attitude to links Linking is bad It will hurt your site Nofollow EVERYTHING………. #DigitalMarketingShow @LisaDMyers
  46. 46. BREAKING NEWS It’s called the world wide web….because of sites, get this, linking!! #DigitalMarketingShow @LisaDMyers
  47. 47. 1. We need to do what we can with what we have 2. We need to think smarter #DigitalMarketingShow @LisaDMyers
  48. 48. When one door closes #DigitalMarketingShow @LisaDMyers
  49. 49. Attract rather than Sell Create content that DESERVES links and market that content. #DigitalMarketingShow @LisaDMyers
  50. 50. #1 Get blogging #DigitalMarketingShow @LisaDMyers
  51. 51. #DigitalMarketingShow @LisaDMyers
  52. 52. Blogging } increasing keyword reach + profile #DigitalMarketingShow @LisaDMyers
  53. 53. A blog can: - Increases keyword reach considerably - Increases usability and conversion by integrating content - Increase link equity - Increase social equity - Adds personality and social presence - Make it easier to do outreach #DigitalMarketingShow @LisaDMyers
  54. 54. Especially powerful in countries where the competition isn’t as high in the SERPs You can in effect rank within the first positions in Google overnight for long tail keywords in a lot of European countries. #DigitalMarketingShow @LisaDMyers
  55. 55. UK vs Norway Competitors 97,000 links #DigitalMarketingShow 2,000 links @LisaDMyers
  56. 56. #DigitalMarketingShow @LisaDMyers
  57. 57. #DigitalMarketingShow @LisaDMyers
  58. 58. Blogging makes outreach easier + Rel=Author #DigitalMarketingShow @LisaDMyers
  59. 59. #DigitalMarketingShow @LisaDMyers
  60. 60. #DigitalMarketingShow @LisaDMyers
  61. 61. #2 Smarter Outreach #DigitalMarketingShow @LisaDMyers
  62. 62. TOPICS that you care about WILL ALWAYS do better! #DigitalMarketingShow @LisaDMyers
  63. 63. Ben loves cycling #DigitalMarketingShow @LisaDMyers
  64. 64. Matt loves Art #DigitalMarketingShow @LisaDMyers
  65. 65. Josie Loves Fashion #DigitalMarketingShow @LisaDMyers
  66. 66. Content doesn’t just mean articles! #DigitalMarketingShow @LisaDMyers
  67. 67. When you hit a wall Find another way!!! When starting outreach in Norway we realised quickly that the same strategy that the even the strategy we had in Sweden and Denmark weren’t applicable. #DigitalMarketingShow @LisaDMyers
  68. 68. #DigitalMarketingShow @LisaDMyers
  69. 69. Competition – PR6 Considerable reach traffic + social “London Hotel” Link #DigitalMarketingShow @LisaDMyers
  70. 70. sk8seeing - Brighton on a Skateboard #DigitalMarketingShow @LisaDMyers
  71. 71. #DigitalMarketingShow @LisaDMyers
  72. 72. Embed codes! #DigitalMarketingShow @LisaDMyers
  73. 73. #DigitalMarketingShow @LisaDMyers
  74. 74. #DigitalMarketingShow @LisaDMyers
  75. 75. #DigitalMarketingShow @LisaDMyers
  76. 76. #DigitalMarketingShow @LisaDMyers
  77. 77. #DigitalMarketingShow @LisaDMyers
  78. 78. In short #1 Chose the right geo targeting for you #2 Speak the language – “innit” #3 Start creating campaigns to ATTRACT links #DigitalMarketingShow @LisaDMyers
  79. 79. Make it awesome or don’t bother. #DigitalMarketingShow @LisaDMyers
  80. 80. Thank you! #DigitalMarketingShow @LisaDMyers