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Sabine Langmann - Brighton SEO 2018 - How to expand to different markets

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This is my slidedeck for Brighton SEO, taking place on April 27th 2018. It covers my three most important learnings about international SEO and how to set up websites in an international context. Have fun :)

Ps: All images were taken from Pexels.com or Pixabay.com.

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Sabine Langmann - Brighton SEO 2018 - How to expand to different markets

  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. Learning #2
  13. 13. “Plan your localisation before you roll out”
  14. 14. Localisation
  15. 15. TLD Strategy
  16. 16. Server Structure
  17. 17. ccTLD:
  18. 18. Server Structure: Solution for ccTLD zalando.co.uk zalando.com GET / 200 OK zalando.co.uk IP: 123…
  19. 19. Subdomain + gTLD
  20. 20. Server Structure: Solution for ccTLD uk.hotels.com us.hotels.com GET / 200 OK uk.hotels.com IP: 123…
  21. 21. Subdirectory+ gTLD
  22. 22. 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
  23. 23. TLD Strategy: Domain Consolidation
  24. 24. gTLD/Subdirectory ccTLD Domain Consolidation: Best Case
  25. 25. gTLD/Subdirectory ccTLD Domain Consolidation: Worst Case
  26. 26. Learning #3
  27. 27. “Accept failure – focus on countries that are worth it”
  28. 28. Testing and Reasoning
  29. 29. Thank you! … Questions? All slides + more  sabine-langmann.com

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