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.

Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brighton SEO

1,076 views

Published on

Hreflang is a common challenge in international SEO, but for a good reason. It can make the difference between success or failure in reaching your target audience around the world.

Published in: Marketing

Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brighton SEO

  1. 1. slideshare.net/MauroCattaneo5 WHY HREFLANG IS CRUCIAL TO. INTERNATIONAL SEO SUCCESS. MAURO CATTANEO // Webcertain //. @maurotweets
  2. 2. Why should you care about an international audience?
  3. 3. #brightonSEO @maurotweets |
  4. 4. #brightonSEO @maurotweets |
  5. 5. #brightonSEO @maurotweets |
  6. 6. #brightonSEO @maurotweets |
  7. 7. #brightonSEO @maurotweets |
  8. 8. How can you target those users and get that revenue?
  9. 9. #brightonSEO @maurotweets | relevant result
  10. 10. Hreflang helps to show the most relevant result to users depending on their language / country #brightonSEO @maurotweets |
  11. 11. Hreflang is not the same as geotargeting #brightonSEO @maurotweets |
  12. 12. With geotargeting, Google will promote the localised version to the local Google search #brightonSEO @maurotweets |
  13. 13. And if you have a gTLD, you set it in GSC #brightonSEO @maurotweets |
  14. 14. #brightonSEO @maurotweets | You can set it to unlisted
  15. 15. #brightonSEO @maurotweets | If you don't select anything, Google will try to figure it out on its own.
  16. 16. #brightonSEO @maurotweets | hreflang instead will URLs with the proper language/country ones #brightonSEO @maurotweets |
  17. 17. #brightonSEO @maurotweets |
  18. 18. What books don’t tell you
  19. 19. In November 2017 Google announced that started to serve results based on your location #brightonSEO @maurotweets |
  20. 20. But forgot to say that from that moment hreflang mattered more, and geotargeting in GSC less #brightonSEO @maurotweets |
  21. 21. Hreflang was stable (almost 0) International targeting set in GSC #brightonSEO @maurotweets |
  22. 22. Traffic to /mx/ from not targeted countries (e.g. ES) increased from w45 #brightonSEO @maurotweets | Google change
  23. 23. So, how can we overcome this situation?
  24. 24. Hreflang #brightonSEO @maurotweets |
  25. 25. HTML tags #brightonSEO @maurotweets |
  26. 26. HTML tags HTTP headers #brightonSEO @maurotweets |
  27. 27. HTML tags HTTP headers XML sitemap #brightonSEO @maurotweets |
  28. 28. Which one to use? #brightonSEO @maurotweets |
  29. 29. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap
  30. 30. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers
  31. 31. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers Last choice the HTML tags
  32. 32. WHY? #brightonSEO @maurotweets |
  33. 33. Less unnecessary code in the <head> #brightonSEO @maurotweets |
  34. 34. Faster load times #brightonSEO @maurotweets |
  35. 35. Less chance to have problems with Google reading the hreflang #brightonSEO @maurotweets |
  36. 36. JavaScript in the <head> before the hreflang #brightonSEO @maurotweets |
  37. 37. JavaScript in the <head> before the hreflang #brightonSEO @maurotweets | Excess of code in the <head> before the hreflang
  38. 38. Google Play does all this wrong :) 9 <script> 3 <style> 8 others Hreflang :( #brightonSEO @maurotweets |
  39. 39. We had a rise in traffic going to /uk/ pages from the United States #brightonSEO @maurotweets |
  40. 40. After having changed the position of the JS, traffic recovered in 3 weeks #brightonSEO @maurotweets | The cause was a JS in the <head>
  41. 41. WHY NOT?! #brightonSEO @maurotweets |
  42. 42. If you target Russia #brightonSEO @maurotweets |
  43. 43. #brightonSEO @maurotweets | Sitemap Header HTML
  44. 44. Sitemap Header HTML #brightonSEO @maurotweets | Sitemap Header HTML
  45. 45. no hreflang #brightonSEO @maurotweets | *use Meta Language meta http-equiv=”content-language”
  46. 46. #brightonSEO @maurotweets | You can target more languages & countries with one page and…
  47. 47. #brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America
  48. 48. #brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America But…
  49. 49. #brightonSEO @maurotweets |
  50. 50. #brightonSEO @maurotweets |
  51. 51. ISO 3166-1 #brightonSEO @maurotweets |
  52. 52. #brightonSEO @maurotweets | Remember to set the X-default
  53. 53. #brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page
  54. 54. #brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page Main page to be shown to all the other countries (e.g. EN homepage)
  55. 55. What can you do wrong?
  56. 56. NO redirects, just final URLs #brightonSEO @maurotweets |
  57. 57. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs
  58. 58. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs
  59. 59. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots
  60. 60. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots ALWAYS return tags
  61. 61. #brightonSEO @maurotweets | NO pages with a canonical to another page! hreflang canonical canonical hreflang/it/page?par=1 /it/page /fr/page?par=1 /fr/page
  62. 62. AVOID IP redirection #brightonSEO @maurotweets |
  63. 63. Possible problems crawling #brightonSEO @maurotweets | AVOID IP redirection
  64. 64. Possible problems crawling Bad user experience #brightonSEO @maurotweets | AVOID IP redirection
  65. 65. Possible problems crawling Bad user experience Against European law (if with Geo-blocking) #brightonSEO @maurotweets | AVOID IP redirection
  66. 66. How to spot that something is going wrong?
  67. 67. Screaming Frog can highlight some top level errors #brightonSEO @maurotweets |
  68. 68. But most tough mistakes must be found manually #brightonSEO @maurotweets |
  69. 69. Old GSC can tell you that something is going wrong… #brightonSEO @maurotweets |
  70. 70. New GSC Impressions (UK subfolder, traffic from United States) Hreflang implemented #brightonSEO @maurotweets |
  71. 71. New GSC Impressions But starting from 10th April it can be a little bit harder… Thanks Google for the Canonical URLs  ?! #brightonSEO @maurotweets |
  72. 72. Analytics Setting the desired subfolder as a landing page (e.g. /uk/) and by country (United States) Hreflang implemented #brightonSEO @maurotweets |
  73. 73. SEMrush Keywords ranking for the /uk/ folder in the United States Hreflang implemented Hreflang problem #brightonSEO @maurotweets |
  74. 74. Google SERP Using ‘info:’ command if it returns the other language page /us/ /uk/ #brightonSEO @maurotweets |
  75. 75. #brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications!
  76. 76. #brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications! But remember that content is king. So you should localise your pages!
  77. 77. (Incognito, Google.co.nz, New Zealand IP) google australia #brightonSEO @maurotweets |
  78. 78. Google fail! :P (Incognito, Google.co.nz, New Zealand IP) google australia 1st result: Google Canada :) #brightonSEO @maurotweets |
  79. 79. Questions? mauro.cattaneo@webcertain.com www.webcertain.com slideshare.net/MauroCattaneo5 @maurotweets

×