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BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO

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Internationalisation: The Good, the Bad and the Ugly. Emily Mace, Head of SEO at Oban Digital, discusses three examples of brands which have expanded into new markets with varying degrees of success and practical illustrations of why they have failed and succeeded.

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BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO

  1. 1. September 2015 @ObanDigital The Good, The Bad and The Ugly of International SEO
  2. 2. Not just a gimmick! Italian Director Spanish technical team Shot in Italy and Spain US Cast Truly International The Good, The Bad and The Ugly?
  3. 3. In the last 12 months alone, Oban have researched, created and run projects in 68 different markets. The Good, The Bad and The Ugly, every day!
  4. 4. THE GOOD
  5. 5. THE GOOD - LEGO
  6. 6. THE GOOD - AMAZON
  7. 7. GOOD INTERNATIONAL SEO IS: • Focussed on the customer • Respectful of culture and language • Pays attention to the technical implementation • Understands that people are different
  8. 8. THE BAD
  9. 9. THE BAD – AUTO TRANSLATION
  10. 10. THE BAD – DON’T FORGET OPTIMISATION
  11. 11. THE BAD – GET YOUR HREFLANGS RIGHT What comes first? Country code or Language code?
  12. 12. THE BAD – GET YOUR HREFLANGS RIGHT What comes first? Language code!
  13. 13. THE BAD – GET YOUR HREFLANGS RIGHT Know your Country Codes… EG KR CR HR
  14. 14. THE BAD – GET YOUR HREFLANGS RIGHT Know your Country Codes… EG – Egypt KR – South Korea CR – Costa Rica HR – Croatia
  15. 15. THE BAD – GET YOUR HREFLANGS RIGHT Where is this Hreflang targeting? hreflang="at-at"
  16. 16. THE BAD – GET YOUR HREFLANGS RIGHT Website targeting Austria hreflang="at-at" AT isn’t a language!
  17. 17. THE BAD – GET YOUR HREFLANGS RIGHT Arabic Speakers – is this right? hreflang=“ar-ar"
  18. 18. THE BAD – GET YOUR HREFLANGS RIGHT Website targeting Arabic Speakers <link rel="alternate" href="http://example.com/ar" hreflang=“ar-ar" /> Arabic in Argentina? 2% of the population!
  19. 19. BAD INTERNATIONAL SEO IS: Hasn’t quite got it right • - Linguistically • - Technically • - Culturally (through content / language)
  20. 20. THE UGLY
  21. 21. THE UGLY - USE THE RIGHT LANGUAGE!
  22. 22. THE UGLY – IP SERVING Recap – IP Serving uses your IP address to provide website content in the language of the country you are in Many web devs prefer this as an implementation for international websites!
  23. 23. THE UGLY – IP SERVING
  24. 24. THE UGLY – IP SERVING
  25. 25. UGLY INTERNATIONAL SEO IS: • Assumes there is nowhere outside the US • Takes short cuts • Pisses people off – shows no respect If your International SEO is Ugly you’ll probably have to start again!
  26. 26. DOMAIN QUESTIONS • What do I pick? • Sub Folder? • ccTLD? • Sub Domain?
  27. 27. DOMAIN STRATEGY Sub Folder ccTLD Sub Domain • Benefits from main domain • Easy to set up • Automatically associated with the right country • No extra charges • In country hosting • Not automatically seen as target country • Yandex and Baidu • Could be expensive • Not automatically seen as target country • Yandex and Baidu
  28. 28. DOMAIN QUESTIONS • What do I pick? • One size does not fit all • Base on your technical set up and what you already have!
  29. 29. @ObanDigital The Good, The Bad and The Ugly of International SEO

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