Myth-Busting:Global Geo-targeting Google Presented by: ANNE KENNEDY International Search Strategist Managing Partner, Beyond Ink Global Partners - Nordic eMarketing
Anne Kennedy• Search Marketing consultant for 15 years for hundreds of companies• Founded Beyond Ink, Helium, Joblr.net and SEONews.net• Specialized in architecture then -- Launched Zillow.com with 67 million pages -- now International --search Marketing in 20+ languages around the world• Advisory board SES and SEMPDX; speaker worldwide for 10 years, SES, SMX, PubCon, International Search Summit, International Writer: Classified Media, Association WebMarketingToday.com, SearchCowboys, Whitepapers and new book “Global Search Engine Marketing - fine-tuning Your Search Engine Results”
Search Engine LocationTop Level Domain Factorswww.yourcompany.auor www.yourcompany/auor au.yourcompany.com+ Hosting+ Language+ Location information and/or Google Places+ In-Country Links from sites with in country ccTLD’s+ WebMaster Tools Geo-location Mapping Global Search Media 2011
Bot Looks for ccTLD• Country-coded Top Level Domain• Or directory extensions on your.com domain – credits link value of your.com – accepts same set of country-code extensions, e.g. your.de, your.com.au, your.in – verified in WMT under your core domain• Or subdomain, e.g. in.your.com – requires separate verification in WMT
Generic or International TLD• E.g. your.com or your.net• Google Support Forum says• Google needs other signals!
IP Location• Carries weight for generic domain – a .com hosted in Japan is a Japanese site• Low level signal can be overridden – Webmaster Tools, hreflanguage tags• Local Hosting – may add speed of delivery of pages – quick response may increase visibility• Exception: Great Firewall of China
How to Find a Good Host in PRC• Find a domain that is ranking well• Find servers on whois• suss out host – Thanks Bill!
Language• Signals your target country – but many languages shared by countries• English content on non-English domain• Use the hreflanguage tag: – for multiple language versions of a website, each language must use rel=”alternate” hreflang=”x”. – A page in German needs to have a rel=”alternate” hreflang=”x” link to the English and Spanish version and the English and Spanish version must include a link pointing to the German site.
Using the hreflanguage tag• http://www.yours.com/ – contains the general homepage of a website, in Spanish http://es-es.yours.com/ – is the version for users in Spain, in Spanish http://es-uk.yours.com/ – is the version for users in United Kingdom, in Spanish http://en.yours.com/ - is the generic English language version• Use the following markup to specify language and region: <link rel=”alternate” hreflang=”es” href=”http://www.yours.com/” /> <link rel=”alternate” hreflang=”es-ES” href=”http://es- es.yours.com/” /> <link rel=”alternate” hreflang=”es-UK” href=”http://es- uk.yours.com/” />• <link rel=”alternate” hreflang=”en” href=”http://en.yours.com/” />
Inbound links• Powerful authority in any country – From local domains – With anchor text in relevant keywords – To local content on your site – With local keywords in the content
How to Find In-Country Links• Open Directory Project dmoz.org – 1.9 million listings in 46 languages, from Afrikaans to Ukrainian • www.dmoz.org/World• Wildcard search – E.g. for lists of directories in Argentina use • www.web directory site:*.com.ar -Google • Google Translate helps you find your way around results in a foreign language
GWT Geo location• Reads mapping in your Google Webmaster Tools account• Sets Results to that Country ONLY – do not use if you want to target multiple countries with a single language (not recommended)
How to Map in GWT• Geo-targetable domains listed at Google Webmaster Tools forum answer here.
Avoid Duplicate Content Filters• WMT geo-location• In-country links• Unique page titles and directory URLs in the language you are targeting• Rewrite your session ID’s!
What Not to Do• Fallback English Content + foreign domain• Make up extensions -- your.com/lasp• Link to your own sites only: – your.in + your.de + your.co.uk all >your.com• Rely on mostly on US links
How to Target Adwords1. Set up a separate campaign for each country2. Use location targeting and Language targeting to reach expats - e.g. Brits living in Spain
AdWords Clarity Tips• 1. Set up a separate campaign for each country• 2. Use location targeting and Language targeting to reach expats – e.g. Brits living in Spain• Create keyword list & ad text in same language• Allow for time zones• Adwords Resource – Google Support Forum and click on AdWords
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