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Brighton 2018-extended version

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This is the extended version of my Brighton SEO Talk. It contains a bit more information, especially in the first and second section. However, without a transcript or further explanation it might be a little hard to understand the content. This is why I suggest to check out my website sabine-langmann.com as well, where I've put together more information.

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Brighton 2018-extended version

  1. 1. Sabine Langmann Webgears GmbH How to expand to different markets @SabTheLa https://www.slideshare.net/SabineLangmann
  2. 2. All slides + more: sabine-langmann.com
  3. 3. The Topic & Your Speaker
  4. 4. Learning #1
  5. 5. “The more realistic you are, the less it will cost”
  6. 6. Hopes and Expectations
  7. 7. Your New Market
  8. 8. Market Numbers: Example https://marketfinder.thinkwithgoogle.com/
  9. 9. Your SEO/SEM Market: Very first steps
  10. 10. Resources and Workload
  11. 11. Planning
  12. 12. Country specifics
  13. 13. Statistics: An example
  14. 14. Country specifics: Hofstede‘s Cultural Dimensions
  15. 15. Country specifics: Hofstede‘s Cultural Dimensions
  16. 16. Your BHWY Checklist
  17. 17. BeHonestWithYourself Checklist  Do you have the numbers to support your going international?  Are you sure you know your new target audience?  Did you carefully go through all steps necessary to assess the real workload?  Are you able to invest properly (time / man power, money, nerves)?
  18. 18. Learning #2
  19. 19. “Plan your localisation before you roll out”
  20. 20. Localisation
  21. 21. TLD Strategy
  22. 22. TLD Strategy ccTLD  example.us example.co.uk Subdomain + gTLD  us.example.com uk.example.com … Subdirectory + gTLD  example.com/us example.com/uk … URL-Parameters  example.com?loc=us example.com?loc=uk …
  23. 23. ccTLD:
  24. 24. Subdomain + gTLD
  25. 25. Subdirectory+ gTLD
  26. 26. Server Structure
  27. 27. Server Structure: Solution for ccTLD zalando.co.uk zalando.com GET / 200 OK zalando.co.uk IP: 123…
  28. 28. Server Structure: Solution for gTLD + Subdomain uk.hotels.com us.hotels.com GET / 200 OK uk.hotels.com IP: 123…
  29. 29. Server Structure: Solution for gTLD + Subdirectory GET / 302 /gb ikea.com IP: 123…x ikea.com IP: 123…y GET /gb 200 OK GET / 302 /us ikea.com GET /us 200 OK GET /us 200 OK GET /gb 200 OK Reverse Proxy
  30. 30. TLD Strategy: Domain Consolidation
  31. 31. gTLD/Subdirectory ccTLD Domain Consolidation: Best Case
  32. 32. gTLD/Subdirectory ccTLD Domain Consolidation: Worst Case
  33. 33. Other Geo-Settings
  34. 34. Link Hreflang (in <head>)
  35. 35. Link Hreflang (in <body>)
  36. 36. Hreflang Sitemap.xml
  37. 37. HTTP Header Hreflang
  38. 38. Translations
  39. 39. Learning #3
  40. 40. “Accept failure – focus on countries that are worth it”
  41. 41. Testing and Reasoning
  42. 42. Thank you! … Questions? All slides + more  sabine-langmann.com

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