Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Managing
Multinational & Multilingual
Migrations in Motion
…is pretty bleak without you.
This room
Resilient, Resourceful, Creative, Ass-Kickers.
[That’s you!]
Multinational
Migrations
Who cares?
How to successfully manage the process
of a multinational/lingual migration.
This talk is really about
What is a Web Migration?
The Big 3 Changes Web Migrations
CMS or
Front-End Framework
WordPress -> Sitecore
HTML5 -> React.js
Back-End
Technology
.N...
Potential SEO Impacts Web Migrations
CMS or
Front-End Framework
• URL Changes
• Navigable Structure
• CDN
• SE Accessibili...
Might look like this Web Migrations
NEWSAMEOLD
Product
Content
Pages
URLs
Languages
Geographies
Might look like this… Web Migrations
NEWOLD
Product
Content
Pages
URLs
Languages
Geographies
SAME
Migration MARVEL
Migration MAYHEM
1. Lang/Geo Segmentation Method
2. Hreflang Management
3. Redirects & Capacity to Implement
4. Establish SEO as Priority
5...
Plan for Messy Lang/Geo URL Segmentation
expect mixed methods
Lang URL Segmentation Methods
Lang URL
Folder
Subdomain
TLD
cherrypize.com/fr/
(very rare)
fr.cherrypize.com
Lang URL
Folder
Subdomain
TLD
cherrypize.com/fr/
(very rare)
fr.cherrypize.com
Lang URL Segmentation Methods
They need to know
about language TLDs.
Lang URL Segmentation Methods
Language Location TLD Hreflang Description
Breton Brittany, France .bzh Yes For websites in the Breton language or about t...
Geo URL
Folder
Subdomain
TLD
cherrypize.com/ca/
cherrypize.ca
ca.cherrypize.com
Geo URL Segmentation Methods
Lang/Geo URL
Folder/Folder
Folder/ccTLD
Folder/Subdomain
cherrypize.com/fr-ca/
ca.cherrypize.com/fr/
cherrypize.ca/fr/
Sub...
Consider…
• IT Management & Maintenance
• Authority of Domain Consolidation
• Marketing & PR Resources
• Market-Level Anal...
Tell them they don’t
get to pick just ONE
lang/geo method.
cherrypize.com/en-us/
cherrypize.com/en-au/
tartesauxcerize.ca/fr/
tartesauxcerises.fr
cherrypize.com/jp-jp/
cherrypize.co...
Plan for Hreflang Mapping Management
not just hreflang implementation
HTML Header Tags
XML Sitemap Attributes
Choose
One
Hreflang Publishing Methods
Capacity to Publish Hreflang ≠ Mappings Management
Hreflang Publishing Methods
Key Factors
Scenario: Phased Multinational Migration
30+ lang/geos to be deployed, one at a time, over 2 years.
Completely...
The challenge is NOT how hreflang is published.
The challenge is managing hreflang mappings.
Hreflang Issue
EXAMPLE
Our Solution:
Google Sheets to manage evolving mappings.
Google Apps Script to generate 30+ XML Sitemaps
with hreflang ann...
Step 1:
Build Mappings in Google
Sheets
Step 2:
Execute Apps Script
Hreflang Issue
EXAMPLE
Step 3:
Tada!
Hreflang Issue
EXAMPLE
Test Redirect Implementation
especially when back-end tech is changing
Site-wide rules and settings.
Where handled (CDN, Client, Code/UI, Server).
Special handling for users/user-agents.
Redire...
Tell them how many times
your redirects have been
de-scoped at launch.
Redirects
Redirects
Post-Launch, Review Log Files to analyze
redirect behavior. Especially for GoogleBot.
Establish SEO as a Priority
organic search traffic is not a guarantee
Multinational Web Migrations
are
notorious
for
scope change.
ACMEvelo.fr
ACMEbike.fr
Scope Change
Last minute domain rebrand added to migration scope.
EXAMPLE
Scope Change
Last minute domain rebrand added to migration scope.
Migration
Enthusiastic SE Re-evaluation
Harsh Reality
Sc...
Get a seat at the boardroom table, and repeat..
What’s an SEO to do?
Organic search traffic is not a guarantee.
Talking ab...
Organic search traffic is not a guarantee.
Show figures, values
and highlight risk
Sponsor Wish Lists of Other Teams
for additional SEO wins
Wish Lists
Multinational Migration
I wish. I wish…SEO
for
search
engine
friendly
URLs
• Better URL conventions
• Link-worthy, 10x content
• Consolidation (weak domains, duplicate content)
• Improved/more body...
…everybody has a wish list.
Content
PR IT
CEO
Support…everybody has a wish list.
PR – media kit, campaigns moved on-site
Customer Support – Robust FAQ
Product – Better visibility for key products
Content...
Key Takeaways
Plan for Messy Lang/Geo URL Segmentation
expect mixed methods
Plan for Hreflang Mapping Management
not just hreflang implementation
Test Redirect Implementation
especially when back-end tech is changing
Establish SEO as a Priority
organic search traffic is not a guarantee
Sponsor Wish Lists of Other Teams
for additional SEO wins
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
Upcoming SlideShare
Loading in …5
×

of

SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 1 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 2 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 3 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 4 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 5 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 6 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 7 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 8 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 9 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 10 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 11 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 12 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 13 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 14 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 15 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 16 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 17 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 18 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 19 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 20 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 21 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 22 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 23 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 24 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 25 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 26 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 27 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 28 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 29 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 30 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 31 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 32 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 33 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 34 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 35 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 36 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 37 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 38 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 39 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 40 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 41 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 42 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 43 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 44 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 45 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 46 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 47 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 48 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 49 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 50 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 51 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 52 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 53 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 54 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 55 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 56 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 57 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 58 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 59 SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion Slide 60
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

1 Like

Share

Download to read offline

SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion

Download to read offline

International SEO is difficult at the best of times. Maintaining and, hopefully, growing organic search traffic through phased re-architecture and migration of multinational and multilingual organizations is even more complex. Together we’ll look at specific challenges and opportunities from recent complex project examples.

Related Books

Free with a 30 day trial from Scribd

See all

SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion

  1. 1. Managing Multinational & Multilingual Migrations in Motion
  2. 2. …is pretty bleak without you. This room
  3. 3. Resilient, Resourceful, Creative, Ass-Kickers. [That’s you!] Multinational Migrations Who cares?
  4. 4. How to successfully manage the process of a multinational/lingual migration. This talk is really about
  5. 5. What is a Web Migration?
  6. 6. The Big 3 Changes Web Migrations CMS or Front-End Framework WordPress -> Sitecore HTML5 -> React.js Back-End Technology .NET -> Python IIS -> NGINX Domain or Sitewide URLs www -> non-www .co.uk -> .com BIG 3 Changes E.G.
  7. 7. Potential SEO Impacts Web Migrations CMS or Front-End Framework • URL Changes • Navigable Structure • CDN • SE Accessibility • Speed Back-End Technology • Redirect Tech • XML Sitemap Generation • Log Files Domain or Sitewide URLs • Authority of Domain • Authority of Page • Secure/Non-Secure • KW Inclusion BIG 3 Changes
  8. 8. Might look like this Web Migrations NEWSAMEOLD Product Content Pages URLs Languages Geographies
  9. 9. Might look like this… Web Migrations NEWOLD Product Content Pages URLs Languages Geographies SAME
  10. 10. Migration MARVEL
  11. 11. Migration MAYHEM
  12. 12. 1. Lang/Geo Segmentation Method 2. Hreflang Management 3. Redirects & Capacity to Implement 4. Establish SEO as Priority 5. Sponsor Other Teams’ Wish Lists Key Success Factors for Multinational Migrations
  13. 13. Plan for Messy Lang/Geo URL Segmentation expect mixed methods
  14. 14. Lang URL Segmentation Methods Lang URL Folder Subdomain TLD cherrypize.com/fr/ (very rare) fr.cherrypize.com
  15. 15. Lang URL Folder Subdomain TLD cherrypize.com/fr/ (very rare) fr.cherrypize.com Lang URL Segmentation Methods
  16. 16. They need to know about language TLDs. Lang URL Segmentation Methods
  17. 17. Language Location TLD Hreflang Description Breton Brittany, France .bzh Yes For websites in the Breton language or about the culture. Catalan Catalonia, Spain .cat Yes For websites in the Catalan language or about the culture. Basque Basque, Spain & France .eus Yes For websites in the Basque language only. Galician Galicia, Spain .gal Yes For websites in the Galician language or about the culture. Lang URL Segmentation Methods
  18. 18. Geo URL Folder Subdomain TLD cherrypize.com/ca/ cherrypize.ca ca.cherrypize.com Geo URL Segmentation Methods
  19. 19. Lang/Geo URL Folder/Folder Folder/ccTLD Folder/Subdomain cherrypize.com/fr-ca/ ca.cherrypize.com/fr/ cherrypize.ca/fr/ Subdomain/Folder Subdomain/ccTLD Subdomain/Subdomain fr.cherrypize.com/ca/ fr-ca.cherrypize.com fr.cherrypize.ca Geo URL Segmentation Methods
  20. 20. Consider… • IT Management & Maintenance • Authority of Domain Consolidation • Marketing & PR Resources • Market-Level Analysis (the SERP data) • Market-Level Awareness (local preferences) • Business Needs Geo URL Segmentation Methods
  21. 21. Tell them they don’t get to pick just ONE lang/geo method.
  22. 22. cherrypize.com/en-us/ cherrypize.com/en-au/ tartesauxcerize.ca/fr/ tartesauxcerises.fr cherrypize.com/jp-jp/ cherrypize.com/es-mx/ France likes correct spelling. TLD available. J de.cherrypize.com Germany team likes the old CMS. .com working okay in some of our markets. Our French market prefers French. Couldn’t get a TLD. L Canadians don’t like to shop on .coms. Mixed Segmentation Methods
  23. 23. Plan for Hreflang Mapping Management not just hreflang implementation
  24. 24. HTML Header Tags XML Sitemap Attributes Choose One Hreflang Publishing Methods
  25. 25. Capacity to Publish Hreflang ≠ Mappings Management Hreflang Publishing Methods
  26. 26. Key Factors Scenario: Phased Multinational Migration 30+ lang/geos to be deployed, one at a time, over 2 years. Completely new IA, pages and URL structure. Hreflang implementation deemed out-of-scope due to mapping complexity. Hreflang Issue EXAMPLE
  27. 27. The challenge is NOT how hreflang is published. The challenge is managing hreflang mappings. Hreflang Issue EXAMPLE
  28. 28. Our Solution: Google Sheets to manage evolving mappings. Google Apps Script to generate 30+ XML Sitemaps with hreflang annotations. Hreflang Issue EXAMPLE
  29. 29. Step 1: Build Mappings in Google Sheets Step 2: Execute Apps Script Hreflang Issue EXAMPLE
  30. 30. Step 3: Tada! Hreflang Issue EXAMPLE
  31. 31. Test Redirect Implementation especially when back-end tech is changing
  32. 32. Site-wide rules and settings. Where handled (CDN, Client, Code/UI, Server). Special handling for users/user-agents. Redirects New back-end tech? Find out:
  33. 33. Tell them how many times your redirects have been de-scoped at launch. Redirects
  34. 34. Redirects Post-Launch, Review Log Files to analyze redirect behavior. Especially for GoogleBot.
  35. 35. Establish SEO as a Priority organic search traffic is not a guarantee
  36. 36. Multinational Web Migrations are notorious for scope change.
  37. 37. ACMEvelo.fr ACMEbike.fr Scope Change Last minute domain rebrand added to migration scope. EXAMPLE
  38. 38. Scope Change Last minute domain rebrand added to migration scope. Migration Enthusiastic SE Re-evaluation Harsh Reality Scope Change EXAMPLE Scope Change Last minute domain rebrand added to migration scope. EXAMPLE
  39. 39. Get a seat at the boardroom table, and repeat.. What’s an SEO to do? Organic search traffic is not a guarantee. Talking about SEO is not the same as implementing SEO. Organic search traffic is valid as a top priority in migration.
  40. 40. Organic search traffic is not a guarantee. Show figures, values and highlight risk
  41. 41. Sponsor Wish Lists of Other Teams for additional SEO wins
  42. 42. Wish Lists Multinational Migration
  43. 43. I wish. I wish…SEO for search engine friendly URLs
  44. 44. • Better URL conventions • Link-worthy, 10x content • Consolidation (weak domains, duplicate content) • Improved/more body copy • JSON-LD SEO Wish Lists Multinational Migration
  45. 45. …everybody has a wish list.
  46. 46. Content PR IT CEO Support…everybody has a wish list.
  47. 47. PR – media kit, campaigns moved on-site Customer Support – Robust FAQ Product – Better visibility for key products Content – More input control in CMS IT – Secure protocol (https) Legal – Accessibility standards Wish Lists Multinational Migration SEO GOLD MINE
  48. 48. Key Takeaways
  49. 49. Plan for Messy Lang/Geo URL Segmentation expect mixed methods
  50. 50. Plan for Hreflang Mapping Management not just hreflang implementation
  51. 51. Test Redirect Implementation especially when back-end tech is changing
  52. 52. Establish SEO as a Priority organic search traffic is not a guarantee
  53. 53. Sponsor Wish Lists of Other Teams for additional SEO wins
  • DylanBrooks

    Oct. 24, 2019

International SEO is difficult at the best of times. Maintaining and, hopefully, growing organic search traffic through phased re-architecture and migration of multinational and multilingual organizations is even more complex. Together we’ll look at specific challenges and opportunities from recent complex project examples.

Views

Total views

5,446

On Slideshare

0

From embeds

0

Number of embeds

3,536

Actions

Downloads

42

Shares

0

Comments

0

Likes

1

×