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slideshare.net/MauroCattaneo5 WHY HREFLANG IS CRUCIAL TO. INTERNATIONAL SEO SUCCESS. MAURO CATTANEO // Webcertain //. @mau...
Why should you care about an international audience?
#brightonSEO @maurotweets |
#brightonSEO @maurotweets |
#brightonSEO @maurotweets |
#brightonSEO @maurotweets |
#brightonSEO @maurotweets |
How can you target those users and get that revenue?
#brightonSEO @maurotweets | relevant result
Hreflang helps to show the most relevant result to users depending on their language / country #brightonSEO @maurotweets |
Hreflang is not the same as geotargeting #brightonSEO @maurotweets |
With geotargeting, Google will promote the localised version to the local Google search #brightonSEO @maurotweets |
And if you have a gTLD, you set it in GSC #brightonSEO @maurotweets |
#brightonSEO @maurotweets | You can set it to unlisted
#brightonSEO @maurotweets | If you don't select anything, Google will try to figure it out on its own.
#brightonSEO @maurotweets | hreflang instead will URLs with the proper language/country ones #brightonSEO @maurotweets |
#brightonSEO @maurotweets |
What books don’t tell you
In November 2017 Google announced that started to serve results based on your location #brightonSEO @maurotweets |
But forgot to say that from that moment hreflang mattered more, and geotargeting in GSC less #brightonSEO @maurotweets |
Hreflang was stable (almost 0) International targeting set in GSC #brightonSEO @maurotweets |
Traffic to /mx/ from not targeted countries (e.g. ES) increased from w45 #brightonSEO @maurotweets | Google change
So, how can we overcome this situation?
Hreflang #brightonSEO @maurotweets |
HTML tags #brightonSEO @maurotweets |
HTML tags HTTP headers #brightonSEO @maurotweets |
HTML tags HTTP headers XML sitemap #brightonSEO @maurotweets |
Which one to use? #brightonSEO @maurotweets |
Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap
Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers
Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers Last choice the HTML ta...
WHY? #brightonSEO @maurotweets |
Less unnecessary code in the <head> #brightonSEO @maurotweets |
Faster load times #brightonSEO @maurotweets |
Less chance to have problems with Google reading the hreflang #brightonSEO @maurotweets |
JavaScript in the <head> before the hreflang #brightonSEO @maurotweets |
JavaScript in the <head> before the hreflang #brightonSEO @maurotweets | Excess of code in the <head> before the hreflang
Google Play does all this wrong :) 9 <script> 3 <style> 8 others Hreflang :( #brightonSEO @maurotweets |
We had a rise in traffic going to /uk/ pages from the United States #brightonSEO @maurotweets |
After having changed the position of the JS, traffic recovered in 3 weeks #brightonSEO @maurotweets | The cause was a JS i...
WHY NOT?! #brightonSEO @maurotweets |
If you target Russia #brightonSEO @maurotweets |
#brightonSEO @maurotweets | Sitemap Header HTML
Sitemap Header HTML #brightonSEO @maurotweets | Sitemap Header HTML
no hreflang #brightonSEO @maurotweets | *use Meta Language meta http-equiv=”content-language”
#brightonSEO @maurotweets | You can target more languages & countries with one page and…
#brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America
#brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America But…
#brightonSEO @maurotweets |
#brightonSEO @maurotweets |
ISO 3166-1 #brightonSEO @maurotweets |
#brightonSEO @maurotweets | Remember to set the X-default
#brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page
#brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page Main page to be shown to all the ...
What can you do wrong?
NO redirects, just final URLs #brightonSEO @maurotweets |
NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs
NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs
NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots
NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots ALWAY...
#brightonSEO @maurotweets | NO pages with a canonical to another page! hreflang canonical canonical hreflang/it/page?par=1...
AVOID IP redirection #brightonSEO @maurotweets |
Possible problems crawling #brightonSEO @maurotweets | AVOID IP redirection
Possible problems crawling Bad user experience #brightonSEO @maurotweets | AVOID IP redirection
Possible problems crawling Bad user experience Against European law (if with Geo-blocking) #brightonSEO @maurotweets | AVO...
How to spot that something is going wrong?
Screaming Frog can highlight some top level errors #brightonSEO @maurotweets |
But most tough mistakes must be found manually #brightonSEO @maurotweets |
Old GSC can tell you that something is going wrong… #brightonSEO @maurotweets |
New GSC Impressions (UK subfolder, traffic from United States) Hreflang implemented #brightonSEO @maurotweets |
New GSC Impressions But starting from 10th April it can be a little bit harder… Thanks Google for the Canonical URLs  ?! ...
Analytics Setting the desired subfolder as a landing page (e.g. /uk/) and by country (United States) Hreflang implemented ...
SEMrush Keywords ranking for the /uk/ folder in the United States Hreflang implemented Hreflang problem #brightonSEO @maur...
Google SERP Using ‘info:’ command if it returns the other language page /us/ /uk/ #brightonSEO @maurotweets |
#brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications!
#brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications! But remember that content i...
(Incognito, Google.co.nz, New Zealand IP) google australia #brightonSEO @maurotweets |
Google fail! :P (Incognito, Google.co.nz, New Zealand IP) google australia 1st result: Google Canada :) #brightonSEO @maur...
Questions? mauro.cattaneo@webcertain.com www.webcertain.com slideshare.net/MauroCattaneo5 @maurotweets
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Apr. 13, 2019

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

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.

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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

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