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International SEO FAQs
Ellie Morgan-Head of DigitalMarketing
About Studio 24
• Full service dedicated digital agency
• Web design,development& search
specialists
• In houseCambridge based team
• Foundedin 1999
• We are a team of 20
Why InternationalSEO?
What is InternationalSEO?
By ‘international SEO’ we are referring to the
process of optimising your website to rank
better for your users in other countries on
other search engines, or who are viewing
your website in another language.
Definitions
Multilingual
Multi-regional
GeoTargeting
A multilingual- website is any website that
offers content in more than one language.
Examples of multilingual websites might
include a Canadian business with an English
and a French version of its site, or a blog on
Latin American soccer available in both
Spanish and Portuguese.
A multi-regional- website is one that
explicitly targets users in different countries.
Some sites are both multi-regional and
multilingual (for example, a site might have
different versions for the USA and for
Canada, and both French and English
versions of the Canadian content).
GeoTargeting-in geomarketing and
internet marketing is the method of
determining the geolocation of a website
visitor and delivering different content to
that visitor based on his or her location, such
as country, region/state, city, metro code/zip
code, organization, IP address, ISP or other
criteria.
You are a global restaurant chain wanting to
target your local French speaking users in
Quebec, Canada.
Your head offices are in Texas, US. How do
you ensure you are targeting the correct
users in the best way you can?
3 main areas
Section 1- Geotargeting
Section 2- Language
Section 3- Search engine proofing
Section1- Geotargeting
Geotargeting,generallyspeaking is delivering
content to a user based on their geographic
location.
Example: Head office is in London and we are
looking to deliver contentto Spanishusers in
Spain.
Is server locationimportantfor
Geotargeting?
Yes and No
Server location won’t be a factor as long as
you provide search engines with information
as to who your content is directed at.
Specify a geographic target in Google
Search Console/ Webmaster Tools (if
targeting one location)
OR
Use appropriate URL structure or ccTLD
What kind of URL structure is
best to use?
example.fr ccTLD
fr.site.com Subdomain
example.com/fr Subdirectory
site.com?loc=de, ?country=france Not recommended
Pros Cons
ccTLDs (countryspecific)
e.g. example.de,example.fr
•cleargeo-targeting
•serverlocationisirrelevant
•easyseparationof sites
•legal requirements(sometimes)
•expensive +availability
•more infrastructure
•ccTLD requirements(sometimes)
Subdomains withgTLDs
e.g. de.site.com,fr.site.com
•easyto setup
•can use webmastertoolsgeo-
targeting
•allowsdifferentserverlocations
•easyseparationof sites
•usersmightnot recognise geo-
targeting from the URLalone (“de”
language or country)
SubdirectorieswithgTLDs
e.g. site.com/de/,site.com/fr/
•easyto setup
•can userwebmastertoolsgeo-
targeting
•lowmaintenance (same host)
•usersmightnot recognise geo-
targeting from the URLalone (“de”
language or country)
•single serverlocation
•separationof sitesharder
URL Parameters
e.g. site.com?loc=de,
?country=france
•not recommended •segmentationbasedon the URL
isdifficult
•usersmightnot recognise geo-
targeting from the URLalone
•geo-targetingin webmastertools
isnot possible
Apart from URL structure, search console
and server location what else can play a role
in geotargeting?
Local SEO checklist:
•Accurate location information-Name, Addressand
Phone
•Keep NAP consistentacross social media platforms
•Use Google +
•Use local currency
•Appropriate languageor dialect
•Use popular social media for the location
•Build local links
I want to deliver content to my users quickly
and efficiently,
how can I achieve this?
AMP-Locally hosted sites
What is AMP?
•The AMP project- the Accelerated Mobile Pages Project
•AMP is a way to build web pages for static content that
render fast
•Serving locally based ‘copies’ of your website
•Validated AMP pages are cached in Google's AMP cache
•Simplified version of your website
•Very simple page, currently quite restrictive
Section1- Summary
• Server location only mattersif no effortsto reach
your target audienceare made
• ccTLD and Subdomainsare best, use
subdirectoriesif you have to
• Target usersusinglocal SEOchecklist
• Consider usingAMP pages
Section2- Language for
internationalSEO
Can I use Google translate?
Google translate is never going to be as
good as a professional translation.
Proper translation will resonate better with
your target audience
Search engines can detect automated
translations and sees them as auto-
generated content- and therefore spam
Should I use the chosen language in all of
my other site content (meta details, header,
footer etc)?
Yes, using the same language continuously
is not only important for your users, it allows
Google to understand the page better.
If I have the same content on 3 separate
pages of my site translated into 3 different
languages, will this be classed as duplicate
content?
The same content in English translated into
French is different, unlike the same content
appearing twice in English.
Section2- summary
• Use proper translations
• Is there a local dialect?
• Be continuous- headers, footers, meta
data, linking, product information etc.
• Duplicated content shouldn’t matter (be
careful with automated translations)
Section3- Search engine proof
What are the other search engines & social
media channels that I need to consider in my
international SEO strategy?
http://webcertain.com/WebCertain-Search-and-Social-Report-2011.pdf
China- Baidu 73%
Russia- 62% Yandex
Japan- 51% Yahoo
What does this mean for
internationalstrategy?
• Research your users & which engines they
use
• Research search engine guidelines
• Research popular social media channels
and popular content
It is not enough to simply have a version of
your website in another language, if you
want to be successful you need to find out
more about your users and their habits.
Are there any restrictions on search engines
and the web that might hinder international
SEO efforts?
• In China you will need to obtain an Internet
Content Provider’s licence
• Check for words and phrases that might be
blacklisted
• Check for any other regulations for each
search engine that you might have to
optimise for
Page optimisationguidelines
may differ:
Example- Yandex
• Heading tags – very important
• Title tags – very important
• Regional domains – important
• Keywords in URLs – very important
• Internal links – somewhat important
• Importance of single pages – somewhat important
• Importance of whole domain – very important
• Length of content – somewhat important
• Anchor text optimization – not important
• Domain age – very important
• Domain trust – very important
• Importance in link diversity – very important
• Side-wide inbound links – not important
How do I go about keyword research and
keyword optimisation in another language?
• Get someone who is a native speaker
involved
• Have your keywords translated properly
• Some search engines have their own
keyword tools eg: Yandex keyword
statistics, Baidu keyword tool
• Check search volumes and continue to
measure
How can I check my rankings for
my keywords?
• Use google advanced search:
https://www.google.com/advanced_search
• Advanced Web ranking
• MOZ
• SEMrush
• Yandex keyword statistics
• Baidu keyword tool
• Search engines own keyword tool
Summary of section3
• Research the most popular search enginesand
social media channelsfor the countryyou are
targeting,findout more about your users
• Check to see if thereare any restrictions/
regulationsyou need to adhere to
• Research and measure keyword rankingsusing
available tools
Beginning question
You are a global restaurant chain wanting to
target your local French speaking users in
Quebec, Canada.
Your head offices are in Texas, US. How do
you ensure you are targeting the correct
users in the best way you can?
How would we go about
targetingour users in Quebec?
• Use an appropriate URL structurelike:
fr.example.ca
• Use Geotargetingin Google Console
• Optimiselocally
• Make surewe have humantranslations
• Ensurelanguageis consistentthroughoutthe
page (meta, header,footer, buttonsetc.)
• Could we use a Google AMP page?
• Research local search engines and top
social media channels
• Check for restrictions on local search
engines (and social media)
• Research keywords with a tool and
continually measure progress
Find us on Twitter
@studio24

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International SEO FAQs

  • 1. International SEO FAQs Ellie Morgan-Head of DigitalMarketing
  • 2. About Studio 24 • Full service dedicated digital agency • Web design,development& search specialists • In houseCambridge based team • Foundedin 1999 • We are a team of 20
  • 4. What is InternationalSEO? By ‘international SEO’ we are referring to the process of optimising your website to rank better for your users in other countries on other search engines, or who are viewing your website in another language.
  • 6. A multilingual- website is any website that offers content in more than one language. Examples of multilingual websites might include a Canadian business with an English and a French version of its site, or a blog on Latin American soccer available in both Spanish and Portuguese.
  • 7. A multi-regional- website is one that explicitly targets users in different countries. Some sites are both multi-regional and multilingual (for example, a site might have different versions for the USA and for Canada, and both French and English versions of the Canadian content).
  • 8. GeoTargeting-in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.
  • 9. You are a global restaurant chain wanting to target your local French speaking users in Quebec, Canada. Your head offices are in Texas, US. How do you ensure you are targeting the correct users in the best way you can?
  • 10.
  • 11. 3 main areas Section 1- Geotargeting Section 2- Language Section 3- Search engine proofing
  • 12. Section1- Geotargeting Geotargeting,generallyspeaking is delivering content to a user based on their geographic location. Example: Head office is in London and we are looking to deliver contentto Spanishusers in Spain.
  • 14. Yes and No Server location won’t be a factor as long as you provide search engines with information as to who your content is directed at.
  • 15. Specify a geographic target in Google Search Console/ Webmaster Tools (if targeting one location) OR Use appropriate URL structure or ccTLD
  • 16. What kind of URL structure is best to use?
  • 17. example.fr ccTLD fr.site.com Subdomain example.com/fr Subdirectory site.com?loc=de, ?country=france Not recommended
  • 18. Pros Cons ccTLDs (countryspecific) e.g. example.de,example.fr •cleargeo-targeting •serverlocationisirrelevant •easyseparationof sites •legal requirements(sometimes) •expensive +availability •more infrastructure •ccTLD requirements(sometimes) Subdomains withgTLDs e.g. de.site.com,fr.site.com •easyto setup •can use webmastertoolsgeo- targeting •allowsdifferentserverlocations •easyseparationof sites •usersmightnot recognise geo- targeting from the URLalone (“de” language or country) SubdirectorieswithgTLDs e.g. site.com/de/,site.com/fr/ •easyto setup •can userwebmastertoolsgeo- targeting •lowmaintenance (same host) •usersmightnot recognise geo- targeting from the URLalone (“de” language or country) •single serverlocation •separationof sitesharder URL Parameters e.g. site.com?loc=de, ?country=france •not recommended •segmentationbasedon the URL isdifficult •usersmightnot recognise geo- targeting from the URLalone •geo-targetingin webmastertools isnot possible
  • 19. Apart from URL structure, search console and server location what else can play a role in geotargeting?
  • 20. Local SEO checklist: •Accurate location information-Name, Addressand Phone •Keep NAP consistentacross social media platforms •Use Google + •Use local currency •Appropriate languageor dialect •Use popular social media for the location •Build local links
  • 21. I want to deliver content to my users quickly and efficiently, how can I achieve this?
  • 22. AMP-Locally hosted sites What is AMP? •The AMP project- the Accelerated Mobile Pages Project •AMP is a way to build web pages for static content that render fast •Serving locally based ‘copies’ of your website •Validated AMP pages are cached in Google's AMP cache •Simplified version of your website •Very simple page, currently quite restrictive
  • 23. Section1- Summary • Server location only mattersif no effortsto reach your target audienceare made • ccTLD and Subdomainsare best, use subdirectoriesif you have to • Target usersusinglocal SEOchecklist • Consider usingAMP pages
  • 25. Can I use Google translate?
  • 26. Google translate is never going to be as good as a professional translation. Proper translation will resonate better with your target audience Search engines can detect automated translations and sees them as auto- generated content- and therefore spam
  • 27. Should I use the chosen language in all of my other site content (meta details, header, footer etc)?
  • 28. Yes, using the same language continuously is not only important for your users, it allows Google to understand the page better.
  • 29. If I have the same content on 3 separate pages of my site translated into 3 different languages, will this be classed as duplicate content?
  • 30. The same content in English translated into French is different, unlike the same content appearing twice in English.
  • 31. Section2- summary • Use proper translations • Is there a local dialect? • Be continuous- headers, footers, meta data, linking, product information etc. • Duplicated content shouldn’t matter (be careful with automated translations)
  • 32. Section3- Search engine proof What are the other search engines & social media channels that I need to consider in my international SEO strategy?
  • 37. What does this mean for internationalstrategy?
  • 38. • Research your users & which engines they use • Research search engine guidelines • Research popular social media channels and popular content
  • 39. It is not enough to simply have a version of your website in another language, if you want to be successful you need to find out more about your users and their habits.
  • 40. Are there any restrictions on search engines and the web that might hinder international SEO efforts?
  • 41. • In China you will need to obtain an Internet Content Provider’s licence • Check for words and phrases that might be blacklisted • Check for any other regulations for each search engine that you might have to optimise for
  • 43. • Heading tags – very important • Title tags – very important • Regional domains – important • Keywords in URLs – very important • Internal links – somewhat important • Importance of single pages – somewhat important • Importance of whole domain – very important • Length of content – somewhat important • Anchor text optimization – not important • Domain age – very important • Domain trust – very important • Importance in link diversity – very important • Side-wide inbound links – not important
  • 44. How do I go about keyword research and keyword optimisation in another language?
  • 45. • Get someone who is a native speaker involved • Have your keywords translated properly • Some search engines have their own keyword tools eg: Yandex keyword statistics, Baidu keyword tool • Check search volumes and continue to measure
  • 46. How can I check my rankings for my keywords?
  • 47. • Use google advanced search: https://www.google.com/advanced_search • Advanced Web ranking • MOZ • SEMrush • Yandex keyword statistics • Baidu keyword tool • Search engines own keyword tool
  • 48.
  • 49. Summary of section3 • Research the most popular search enginesand social media channelsfor the countryyou are targeting,findout more about your users • Check to see if thereare any restrictions/ regulationsyou need to adhere to • Research and measure keyword rankingsusing available tools
  • 50. Beginning question You are a global restaurant chain wanting to target your local French speaking users in Quebec, Canada. Your head offices are in Texas, US. How do you ensure you are targeting the correct users in the best way you can?
  • 51. How would we go about targetingour users in Quebec?
  • 52. • Use an appropriate URL structurelike: fr.example.ca • Use Geotargetingin Google Console • Optimiselocally • Make surewe have humantranslations • Ensurelanguageis consistentthroughoutthe page (meta, header,footer, buttonsetc.) • Could we use a Google AMP page?
  • 53. • Research local search engines and top social media channels • Check for restrictions on local search engines (and social media) • Research keywords with a tool and continually measure progress
  • 54.
  • 55. Find us on Twitter @studio24