SEO-for global sites

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Search Training with Brian MacDonald from Barefoot Proximity at the Digital Day event of Proximity BBDO Sweden September 27th 2011.

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SEO-for global sites

  1. 1. SIMON PEARCEDIGITAL STRATEGYGlobal seo
  2. 2. AgendaCountries and their search enginesHow do search engines determine a user’s location?How do we localize content?Global search best practices 2
  3. 3. Who uses what?US - Google (70%), BingEurope - Google (Seznam in Czech Republic)China - Baidu (75%)Japan - Yahoo (but it is powered by Google)Latin/South America & India - GoogleRussia - Yandex (65%) 3
  4. 4. How do search engines determine auser’s location?Search Engine: Users searching on google.se will most likelysee Swedish results.Search Term: Users searching [free samples UK] will mostlikely be shown UK results. Google also uses past queries toinform future search intent. Most major search engines canautomatically recognize the language of the query as well, andserve up results in the same language. 4
  5. 5. How do search engines determine auser’s location?IP Address: Every computer has an IP address thatGoogle can often access to identify a physicallocation.Browser/Account Settings: If a user specifies theirlocation or identifies their preferred language results,Google will comply.Mobile Users: Users performing a mobile search arelocated using GPS, the nearest wi-fi router and/ormobile tower location databases. 5
  6. 6. How do we localize content?Because keywords can’t be directly translated word forword, resources familiarly with the language, linguisticsand culture of the local regions must be utilized.Advantages of using local resources as opposed toattempting to translate centrally:- New colloquialisms and keyword trends can change from language to language- Local resources are more likely to be aware of niche research tools specific to that country 6
  7. 7. How do we localize content?Advantages of using local resources as opposed toattempting to translate centrally (continued):- Search intent changes based on local cultural nuances (e.g. varying priorities - trust, privacy, etc.)- Multiple languages and dialects within countries and regions make central translation impractical 7
  8. 8. How do we localize content?Create a scorecard to rank keywords and their translatedversions based on several metrics. Assigning scores forcurrent traffic, competition, revenue potential, etc., canprovide a more clear path for which keywords to prioritize. 8
  9. 9. How do we localize content?Use publicly available tools to gather insights into localsearch volume and relative category search volume. Seebelow examples from two Google tools (Google KeywordTool & Google Insights for Search).Google Keyword Tool - https://adwords.google.co.uk/o/Targeting/ExplorerGoogle Insights for Search - http://www.google.com/insights/search/Location specific tools e.g.https://www.keyword-datenbank.de/http://www.miva.com/uk/ 9
  10. 10. How do we localize content?The center of excellence creates the master keywordstrategy that includes prioritized tiers, topics and themesThis strategy is distributed to regional translators who areexperts at local culture and languageCombining the the master keyword strategy with globaland local keyword tools, the regional experts are able tocomplete the keyword scorecardBased on the scorecard, the regional expert is able tocreate a list of prioritized keywords that match the originaltopics and themes. 10
  11. 11. How do we localize content?To ensure that the overall strategy, target audience andgoals are similar across all countries, the localized keywordstrategy should be cross-translated for an accuratecomparison to the original master keyword strategy. 11
  12. 12. How do we localize content? 12
  13. 13. Global search best practicesThe best situation:- Country specific ccTLD- Physically hosted in a single countryPros:- Automatic geo targeting (Google)- Logical and easy separation of sites- Affinity to purchase / do business- Directory submission / hub inclusion easierCons:- Domain possibly unavailable- Legal / domain registration requirements- Multiple SSL certification required 13
  14. 14. Global search best practicesThe good situation:- Country specific ccTLD- Physically hosted in primary countryPros:- Automatic geo targeting (Google)- Logical and easy separation of sites- Affinity to purchase / do business- Directory submission / hub inclusion easierCons:- Domain possibly unavailable- Legal / domain registration requirements- Multiple SSL certification required 14
  15. 15. Global search best practicesThe OK situation:- Foreign language content in subdomain on a generic TLDPros:- Easy setup-Low Maintenance- Webmaster Tool manual geo targeting- Allows separate server location per sudomain- Wildcard SSL certification possibleCons:- Acceptance issues on purchasing on foreign TLDs- Local directory / hub inclusion prohibitive 15
  16. 16. Global search best practicesThe bad situation:- Foreign language content in subdirectory on a generic TLDPros:- Easy setup- Low Maintenance- Webmaster Tool manual geo targetingCons:- Acceptance issues on purchasing on foreign TLDs- Potential decrease in SERPS click through rate- Local directory / hub inclusion prohibitive 16
  17. 17. Global search best practicesIn order of preference (a site targeting Belgium):Recipes.se - hosted on a server in SwedenRecipes.se - hosted on a central server elsewherese.Recipes.comRecipes.com/se 17

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