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International SEO FAQs

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International SEO FAQs

  1. 1. International SEO FAQs Ellie Morgan-Head of DigitalMarketing
  2. 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
  3. 3. Why InternationalSEO?
  4. 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.
  5. 5. Definitions Multilingual Multi-regional GeoTargeting
  6. 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. 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. 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. 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. 10. 3 main areas Section 1- Geotargeting Section 2- Language Section 3- Search engine proofing
  11. 11. 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.
  12. 12. Is server locationimportantfor Geotargeting?
  13. 13. 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.
  14. 14. Specify a geographic target in Google Search Console/ Webmaster Tools (if targeting one location) OR Use appropriate URL structure or ccTLD
  15. 15. What kind of URL structure is best to use?
  16. 16. example.fr ccTLD fr.site.com Subdomain example.com/fr Subdirectory site.com?loc=de, ?country=france Not recommended
  17. 17. 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
  18. 18. Apart from URL structure, search console and server location what else can play a role in geotargeting?
  19. 19. 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
  20. 20. I want to deliver content to my users quickly and efficiently, how can I achieve this?
  21. 21. 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
  22. 22. 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
  23. 23. Section2- Language for internationalSEO
  24. 24. Can I use Google translate?
  25. 25. 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
  26. 26. Should I use the chosen language in all of my other site content (meta details, header, footer etc)?
  27. 27. Yes, using the same language continuously is not only important for your users, it allows Google to understand the page better.
  28. 28. 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?
  29. 29. The same content in English translated into French is different, unlike the same content appearing twice in English.
  30. 30. 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)
  31. 31. Section3- Search engine proof What are the other search engines & social media channels that I need to consider in my international SEO strategy?
  32. 32. http://webcertain.com/WebCertain-Search-and-Social-Report-2011.pdf
  33. 33. China- Baidu 73%
  34. 34. Russia- 62% Yandex
  35. 35. Japan- 51% Yahoo
  36. 36. What does this mean for internationalstrategy?
  37. 37. • Research your users & which engines they use • Research search engine guidelines • Research popular social media channels and popular content
  38. 38. 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.
  39. 39. Are there any restrictions on search engines and the web that might hinder international SEO efforts?
  40. 40. • 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
  41. 41. Page optimisationguidelines may differ: Example- Yandex
  42. 42. • 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
  43. 43. How do I go about keyword research and keyword optimisation in another language?
  44. 44. • 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
  45. 45. How can I check my rankings for my keywords?
  46. 46. • 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
  47. 47. 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
  48. 48. 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?
  49. 49. How would we go about targetingour users in Quebec?
  50. 50. • 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?
  51. 51. • 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
  52. 52. Find us on Twitter @studio24

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