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Emily Mace BrightonSEO: International websites and SEO

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International websites and SEO: How to get it wrong in 5 easy steps.
Emily Mace's presentation from BrightonSEO in April 2017

Published in: Internet
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Emily Mace BrightonSEO: International websites and SEO

  1. 1. Emily Mace OBAN INTERNATIONAL International websites and SEO: How to get it wrong in 5 easy steps @IAmTheLaserHawk @ObanIntl http://www.slideshare.net/Oban-IDForum
  2. 2. Talking the lingo @ObanIntl@IAmTheLaserHawk
  3. 3. You might say: Step 1: Assuming English is OK English is the business language @ObanIntl Overseas students need English to study here I’ve been to Sweden / Denmark / Norway – they all speak English @IAmTheLaserHawk
  4. 4. Is English OK? NO. People search in local language. Even when English is accepted, local language is often the kick-off point of the search journey. @ObanIntl@IAmTheLaserHawk
  5. 5. English is great for students coming to the UK Hybrid English Arabic 0 @ObanIntl 5,000 10,000 15,000 20,000 25,000 30,000 35,000 @IAmTheLaserHawk
  6. 6. No English keywords in China Chinese Hybrid English 99% @ObanIntl@IAmTheLaserHawk
  7. 7. E-commerce is different, right? Cross-border sales are increasing... So consumers must be ok to buy in English then? @ObanIntl@IAmTheLaserHawk
  8. 8. Chinese Retail Chinese Hybrid English 55% 29% 16% @ObanIntl@IAmTheLaserHawk
  9. 9. Korean Retail Korean Hybrid English 98.75% @ObanIntl@IAmTheLaserHawk
  10. 10. German Retail German English 93% 7% @ObanIntl@IAmTheLaserHawk
  11. 11. Russia Retail Russian Hybrid English 24% 14% 62% @ObanIntl@IAmTheLaserHawk
  12. 12. High volumes for English? For well known items high levels of English might be used due to product/brand names @ObanIntl@IAmTheLaserHawk
  13. 13. Hybrid? Mix of English and local language Brand names Technology names @ObanIntl@IAmTheLaserHawk
  14. 14. Do your research Review how competitors are using language @ObanIntl@IAmTheLaserHawk
  15. 15. Do your research Review how competitors are using language Review the search results @ObanIntl@IAmTheLaserHawk
  16. 16. Do your research Review how competitors are using language Review the search results Look at keywords in both local language and English @ObanIntl@IAmTheLaserHawk
  17. 17. Do your research Review how competitors are using language Review the search results Look at keywords in both local language and English Remember hybrid terms @ObanIntl@IAmTheLaserHawk
  18. 18. Do your research Review how competitors are using language Review the search results Look at keywords in both local language and English Remember hybrid terms Don’t just assume it’s English @ObanIntl@IAmTheLaserHawk
  19. 19. Do your research Review how competitors are using language Review the search results Look at keywords in both local language and English Remember hybrid terms Don’t just assume it’s English Remember the differences between languages shared by multiple countries @ObanIntl@IAmTheLaserHawk
  20. 20. Step 2: Shortcuts to translation So I need local language? Let’s just get something out there shall we? @ObanIntl It’s too expensive to get full translation - so we’ve just used a tool Having something in language is better than having nothing @IAmTheLaserHawk
  21. 21. Google Translate doesn’t translate everything @ObanIntl@IAmTheLaserHawk
  22. 22. Invisible to Google! @ObanIntl Google Translate doesn’t change your URL @IAmTheLaserHawk
  23. 23. Google Translate – can go slightly wrong… @ObanIntl@IAmTheLaserHawk
  24. 24. Differences in the same language @ObanIntl@IAmTheLaserHawk
  25. 25. Selling ice to eskimos @ObanIntl@IAmTheLaserHawk
  26. 26. Step 3: Assuming the same products will sell You know your top 100 selling products – they always sell Let’s just take these and use them internationally – this is a winning formula right? WRONG. @ObanIntl@IAmTheLaserHawk
  27. 27. Not everybody likes the same brands 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% China Germany UK Russia South Korea HTC Samsung Apple @ObanIntl@IAmTheLaserHawk
  28. 28. Not everybody wants to do the same things 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Antarctic/ Arctic Fjords Hiking Husky Dog Sledding Midnight Sun Nature Northern Lights Snow- mobiling SE NO DK FR DE US UK @ObanIntl@IAmTheLaserHawk
  29. 29. Don’t forget payment methods change too! 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Bank Transfer Cash on Delivery Credit Card Debit Card Direct Debit E- Invoices eWallet Others PostPay Pre-Paid PrePay APAC EMEA Latam North America @ObanIntl@IAmTheLaserHawk
  30. 30. The “techie” stuff @ObanIntl@IAmTheLaserHawk
  31. 31. Step 4: Hreflang tag woes One of the easiest things to get wrong! Common issues include: @ObanIntl@IAmTheLaserHawk
  32. 32. Step 4: Hreflang tag woes One of the easiest things to get wrong! Common issues include: Wrong language or country codes @ObanIntl@IAmTheLaserHawk
  33. 33. Step 4: Hreflang tag woes One of the easiest things to get wrong! Common issues include: Wrong language or country codes Lack of return tags @ObanIntl@IAmTheLaserHawk
  34. 34. Step 4: Hreflang tag woes One of the easiest things to get wrong! Common issues include: Wrong language or country codes Lack of return tags Redirecting URLs @ObanIntl@IAmTheLaserHawk
  35. 35. Step 4: Hreflang tag woes One of the easiest things to get wrong! Common issues include: Wrong language or country codes Lack of return tags Redirecting URLs Conflicts with canonical tag @ObanIntl@IAmTheLaserHawk
  36. 36. Wrong language codes Some of the most common: Eng for English BR for Brazilian Or a missing language code because you want to target a country not a language. Some of the best we’ve seen: WW for worldwide EU for Europe SE for Sweden @ObanIntl@IAmTheLaserHawk
  37. 37. One page, many locations Hreflang en-de Hreflang en-fr Hreflang en-esEU homepage Hreflang en-pt Hreflang en-fi @ObanIntl@IAmTheLaserHawk
  38. 38. Hreflang tag coding errors No-man’s-land hreflang tags </head> <link rel=”alternate” href=”http://example.com/at” hreflang=“de-at” /> <body> Incorrect syntax “de_de “ not “de-de“ Relative URLs not absolute @ObanIntl@IAmTheLaserHawk
  39. 39. Hreflang tag conflicts No return tag errors Confusing message across different countries English Services Page @ObanIntl French Services Page English Home Page @IAmTheLaserHawk
  40. 40. Hreflang tag conflicts Correctly returning tags Clear message English @ObanIntl Service Page French Service Page @IAmTheLaserHawk
  41. 41. Hreflang tag common mistakes No self-referencing tags In both sitemap.xml and on page – different URLs Conflict with canonical tag @ObanIntl@IAmTheLaserHawk
  42. 42. Hreflang tag errors URLs which redirect URLs which are broken @ObanIntl@IAmTheLaserHawk
  43. 43. Hreflang tag common assumptions Having a ccTLD is enough Geotargeting in GSC is enough Having them in both the sitemap and on page is a good idea If you put them on one site you don’t need to worry about the other countries @ObanIntl@IAmTheLaserHawk
  44. 44. Hreflang tag common assumptions Bing, Baidu and Naver don’t support hreflang tags <meta http-equiv=”Content-Language “ content=”en”> @ObanIntl@IAmTheLaserHawk
  45. 45. Forgetting your optimisation @ObanIntl@IAmTheLaserHawk
  46. 46. Step 5: Forgetting your optimisation @ObanIntl@IAmTheLaserHawk
  47. 47. The bonus step: IP serving @ObanIntl@IAmTheLaserHawk
  48. 48. Bad SERP experience @ObanIntl@IAmTheLaserHawk
  49. 49. Thanks! Any questions? @ObanIntl @IAmTheLaserHawk http://www.slideshare.net/Oban-IDForum www.obaninternational.com

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