Developing an International SEO Strategy
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This presentation provides an overview of how to develop a SEO strategy for international websites. It reviews how to choose the correct domain, developing content for international audiences, the algorithms of international search engines, how to account for country and regional specific regulations (like GDPR), designing your website for international audiences and measuring the success of international SEO with Google Analytics and Google Tag Manager. This presentation was originally given in June 2018 to members of the MKESearch organization in Milwaukee, Wisconsin.
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Developing an International SEO Strategy
- 1. SEO PROCESS FOR INTERNATIONALIZATION MKESEARCH | JUNE 2018
- 2. RACHEL CARTER Senior Digital Marketing Strategist at Northwoods Web Solutions #MillennialMom Coffee + Data + Podcast Addict @RachelCarter88
- 3. NORTHWOODS WEB SOLUTIONS Located in Shorewood Digital Marketing, Website Design, Software & CMS Celebrating 20 Years Free Workshops + Learning Opportunities @Northwoods Northwoodsoft.com
- 6. CAN YOU ACTUALLY KEEP UP?
- 7. URL OPTIONS SUBDIRECTORY Yoursite.com/fr International content is on a specific subdirectory or folder of your primary domain. Pros • Easy to maintain • Centers domain authority in one place Cons • Weaker ranking signal for search engines
- 8. URL OPTIONS SUBDOMAINS Fr.yoursite.com International content is placed on a separate subdomain. Pros • Easy to maintain Cons • Weaker ranking signal for search engines • May dilute domain authority
- 9. URL OPTIONS ccTDLs Yoursite.fr URL that use two-letter codes to indicate (to users and search engines) the state, territory or country where a website is registered. Pros • Clearest signal to search engines • Best way to rank locally • Connects your brand with local norms Cons • Can be expensive to maintain • Separates domain authority across sites This is the best option to improve international SEO.
- 10. DON’T FORGET… • Hreflang Tag • Local hosting • Don’t auto target • Country or region specific rules
- 11. CHINESE PIT STOP Optimizing your site for the Chinese market
- 12. Most Chinese websites use a .cn or .com.cn domain. The Chinese government has a tight control over the Internet in China. You need a physical presence in China or Hong Kong and a special certificate, to obtain the domain. .
- 13. • Host your website on a Chinese server • Deliver all third-party scripts (including JavaScript) from a Chinese CDN or server to ensure faster load time • Do not use Google products – including GoogleMaps or GoogleFonts TECHNICAL SEO IN CHINA
- 14. FOCUS ON BAIDU
- 15. GOOGLE VS. BAIDU Google and Baidu use very different methods to rank sites. • Baidu loves local sites • Keywords and meta descriptions are still important • Link building is key • Local speed matters… a lot • Stay away from Western social networks and controversial topics
- 16. OTHER COUNTRY TIPS Tips and guidelines for other country-specific SEO regulations and norms. • Canada government sites must be in French and English • Google the world search leader. Exceptions: • Yandex is a major search engine in Russia and nearby countries • Naver is the primary search engine in Korea • So.com is the second largest search engine in China • GDPR
- 17. CONTENT + DESIGN Align your content and design with local norms and trends
- 19. Google.com
- 22. Magnaflux China
- 23. CONTENT & DESIGN Local UX and design trends matter. • Speak to your local audiences • Local languages matter in design • Think mobile first
- 24. MEASURING SUCCESS Keeping track of your worldwide SEO performance
- 25. GDPR
- 26. GDPR
- 27. GDPR
- 28. GTM ROLL UP Country Website GA Data Regional Websites GA Data All Websites GA Data
- 29. GTM ROLL UP
- 30. KEY TAKEAWAYS
- 31. TO SUM IT UP… • International SEO is more than just translating your English site • Technical SEO matters, including: URL selection, server location, and CDNs / third party scripts • Design for local audiences • Pay attention to local search engines • Use a GTM roll-up to understand how your SEO performs globally
Editor's Notes
- Before you embark on an international SEO strategy and website development, it’s important to verify that you actually have a REASON to do international SEO because it is not easy.
- Also determine if you can actually keep up. Like any other SEO or digital marketing strategy and tactic, it’s important ot stay on top of everything because it is an ever changing landscape. (Provide Flexco example here about the time it took to launch.)