International SEO: Are We Speaking The Same Language


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International SEO: Are We Speaking The Same Language

  1. 1. International SEO: Are We Speaking the Same Language? -Cindy Krum
  2. 2. <ul><li>Multi-National Brands Have Web Issues: </li></ul><ul><ul><li>Multiple Currencies </li></ul></ul><ul><ul><li>Different E-Commerce Laws </li></ul></ul><ul><ul><li>Inconsistent Marketing Aesthetics </li></ul></ul><ul><li>Multi-National Brands Have SEO Issues: </li></ul><ul><ul><li>Multiple Languages </li></ul></ul><ul><ul><li>Different Search Engines </li></ul></ul><ul><ul><li>Inconsistent Competitive Situations </li></ul></ul>
  3. 3. <ul><li>Things to Consider </li></ul><ul><ul><li>Design & Development Cost </li></ul></ul><ul><ul><li>Maintenance Cost </li></ul></ul><ul><ul><li>Server Configuration & Location </li></ul></ul><ul><ul><li>CMS System </li></ul></ul><ul><ul><li>Order Fulfillment </li></ul></ul><ul><ul><li>E-mail & Direct Marketing </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>SEO </li></ul></ul>
  4. 4. SEO and some of the other stuff…
  5. 5. <ul><li>Site Architecture Options </li></ul><ul><ul><li>One Site -Subdomains & Sub Directories -Translation Software </li></ul></ul><ul><ul><li>Multiple Sites -A Site for Every Country </li></ul></ul><ul><ul><li>Blended </li></ul></ul><ul><ul><li>-Some Combination of One Site & Multiple Site Solutions </li></ul></ul>
  6. 6. ONE SITE
  7. 7. <ul><li>The ‘One Site’ Approach You are Keeping Everything on One Domain - Usually the ‘.com,’ ‘.net,’ ‘.org’ etc. </li></ul><ul><li>Different Languages are Provided on Subdomains, or Rendered with Translation Software. </li></ul>One Site:
  8. 8. One Site: <ul><li>Pros </li></ul><ul><ul><li>Lower Maintenance Cost </li></ul></ul><ul><ul><li>Easy to Control Look & Feel </li></ul></ul><ul><ul><li>Links & Traffic All Point to One Domain </li></ul></ul><ul><ul><li>Site Updates Are Only Made Once </li></ul></ul><ul><ul><li>Can Target Languages or Countries </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>High Start-Up Costs </li></ul></ul><ul><ul><li>Very Technically Involved </li></ul></ul><ul><ul><li>May Require a Sophisticated CMS </li></ul></ul><ul><ul><li>May Require a Sophisticated Order Fulfillment System </li></ul></ul><ul><ul><li>One Hosting Location </li></ul></ul><ul><ul><li>Harder to Rank in Country-Specific Search Engines </li></ul></ul>
  10. 10. One Site: Subdomains/Directories <ul><li>This approach involves putting the most likely language on the on the home page and keeping other languages in optimized subdomains or sub directories. </li></ul><ul><li>www.sub DOMAIN </li></ul><ul><li> DIRECTORY </li></ul>
  11. 11. One Site: Subdomains/Directories <ul><li>Cons: </li></ul><ul><ul><li>Bad for Targeting Multiple Countries that Speak the Same Language: DUPLICATE </li></ul></ul><ul><ul><li>Home Page Only Ranks in One Language </li></ul></ul><ul><ul><li>Extra Click for Users/Confusing </li></ul></ul><ul><li>Pros: </li></ul><ul><ul><li>Easy to Set Up </li></ul></ul><ul><ul><li>Same Content in Different Languages is Never DUPLICATE </li></ul></ul><ul><ul><li>Put Top Keywords in Your Domain or Url </li></ul></ul><ul><ul><li>Page Content & Imagery Targeted By Language </li></ul></ul><ul><ul><li>Country Specific Hosting Option </li></ul></ul>
  12. 12. <ul><li>Spell the name of the subdomain or the subdirectory in the appropriate language. </li></ul><ul><ul><li>www. Espanol NOT www. Spanish </li></ul></ul><ul><li>Better: Use your top keyword for each language as the name of the subdomain or directory. </li></ul><ul><ul><li>www. Location-de-Voiture </li></ul></ul><ul><ul><li>www. Affitto-di-Automobile </li></ul></ul><ul><ul><li>www. Autovermietung </li></ul></ul>One Site: Subdomains/Directories STRATEGY TIPS
  13. 13. <ul><li>Location Detection Software can Suggest or Redirect to the correct Subdomain or Subdirectory. </li></ul><ul><li>Buy the Country Specific Domains & Redirect them to the Appropriate Language Subdomain or Subdirectory. </li></ul><ul><li>Optimize all Meta Data & On-Page Tags in the Appropriate Language. </li></ul><ul><li>Avoid SEO Unfriendly ‘Choose a Language’ Home Pages. </li></ul><ul><li>Include Links to Different Languages in the Footer. </li></ul>One Site: Subdomains/Directories STRATEGY TIPS
  15. 15. <ul><li>This solution involves using location detection software to determine where the user is coming from, then serving the user data in the correct language. </li></ul><ul><li>Translations can be static or on the fly & are provided all on one Url. </li></ul>One Site: Server-Side Translation
  16. 16. One Site: Server-Side Translation <ul><li>Pros: </li></ul><ul><ul><li>Homepage Ranks in Multiple Languages </li></ul></ul><ul><ul><li>Robust Translation Software=Lower Overhead & More Scalable </li></ul></ul><ul><ul><li>Can work with CMS, Back End, XML Feeds & DHTML </li></ul></ul><ul><ul><li>Best User Experience </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Harder to Setup </li></ul></ul><ul><ul><li>Risk of Inaccurate Location Detection </li></ul></ul><ul><ul><li>Risk of Mistranslation </li></ul></ul><ul><ul><li>Risk of Duplicate Content </li></ul></ul><ul><ul><li>Natural Inbound Links Could be in Wrong Language </li></ul></ul>
  17. 17. <ul><li>Use ‘IP Sniff & Replace’ to Provide the Appropriate Content. </li></ul><ul><li>ALWAYS Check the Work of the Translation Software. </li></ul><ul><li>Redirect Country Specific Domains to the Appropriate Translation of the Homepage. </li></ul><ul><li>Always Allow Users to Change or Specify Their Location. </li></ul><ul><li>Set a Cookie to Remember the Users Language of Choice. </li></ul><ul><li>Combine with Single-Language Legacy CMS to Optimize Output Urls, Meta Data and Main Content. </li></ul><ul><li>Include Links to Different Languages in the Footer. </li></ul><ul><li>Buy the Country Specific Domains, Set a Language Cookie & Redirect them to the Appropriate Translation. </li></ul><ul><li>Web-App & On-the-Fly Translation Options Take Longer to Load. Instead, Use Software to Generate Static Pages. </li></ul><ul><li> </li></ul>One Site: Server-Side Translation STRATEGY TIPS
  19. 19. Multiple Sites <ul><li>In the ‘Multiple Site’ Approach You Purchase & Creating Different Sites on Multiple Country-Specific Domains; ‘.de,’ ‘.fr,’ ‘it,’ ‘.es,’ etc. </li></ul><ul><li>The ‘.com’ can be Used as an International Site. </li></ul>
  20. 20. Multiple Sites: <ul><li>Pros: </li></ul><ul><ul><li>Incrementally Low Start-Up Costs </li></ul></ul><ul><ul><li>Rank Better in Country Specific Search Engines Faster </li></ul></ul><ul><ul><li>More Chances to Rank Better in Search Engines </li></ul></ul><ul><ul><li>Potential Link Benefits </li></ul></ul><ul><ul><li>Country Specific Hosting Option </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>High Maintenance Cost </li></ul></ul><ul><ul><li>Harder to Rank in ‘.com’ Search Engines </li></ul></ul><ul><ul><li>Forced to Target Countries Instead of Languages </li></ul></ul><ul><ul><li>Must Compete with ‘.com’s’ in </li></ul></ul><ul><ul><li>Potential Link & Duplicate Content Risks </li></ul></ul><ul><ul><li>Harder To Police </li></ul></ul>
  21. 21. Multiple Sites: STRATEGY TIPS <ul><li>Specify the Specific Country for Each Site in Webmaster Tools but Don’t Specify a Country in Webmaster Tools for the ‘.com’. </li></ul><ul><li>Focus SEO on Country Specific Domains. </li></ul><ul><li>Use the ‘.com’ to direct Traffic to the Appropriate Sites. </li></ul><ul><li>Inter-Link Different Sites Carefully & Logically. </li></ul><ul><li>Use ‘IP Sniff & Suggest’ to Link Users to Other Country Sites . </li></ul>
  22. 22. BLENDED
  23. 23. Blended <ul><li>The ‘Blended Site’ approach has some languages & country specific sites on the main site, and others on country specific domains. </li></ul><ul><li>This can be a transitional approach companies take when they are changing from a ‘Multiple Site’ approach to a ‘Single Site’ approach or vice versa. </li></ul><ul><li>This can also be strategic. </li></ul>
  24. 24. Blended <ul><li>Pros: </li></ul><ul><ul><li>Most Realistic for World Wide Presence </li></ul></ul><ul><ul><li>Allows Testing </li></ul></ul><ul><ul><li>Creates Flexibility </li></ul></ul><ul><ul><li>Strategically Segment by Region or Root Language </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Inconsistent & Confusing </li></ul></ul><ul><ul><li>Perceived as Unprofessional </li></ul></ul>
  25. 25. <ul><li>International site on the .com </li></ul><ul><li>Choose your Language Landing Pages </li></ul>
  26. 26. Blended STRATEGY TIPS <ul><li>If multiple country specific domain names are unavailable, make them part of the ‘.com’ rather than compromise branding. </li></ul><ul><li>Use country specific domains for highest traffic countries, and group other countries on single sites by language. </li></ul><ul><li>Evaluate countries/languages by traffic & conversions. </li></ul><ul><li>Put countries/languages with similar aesthetics on the same site. </li></ul>
  27. 27. “ Do Not Disturb signs should be written in the language of the hotel maids. ” Tim Bedore
  28. 28. Thanks!
  29. 29. <ul><li>Cindy Krum </li></ul><ul><li>Rank-Mobile </li></ul><ul><li>720-231-7277 </li></ul><ul><li>[email_address] </li></ul>