Vegas2012 pubcon-kennedy-global-1

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Vegas2012 pubcon-kennedy-global-1

  1. 1. Myth-Busting:Global Geo-targeting Google Presented by: ANNE KENNEDY International Search Strategist Managing Partner, Beyond Ink Global Partners - Nordic eMarketing
  2. 2. 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”
  3. 3. 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
  4. 4. 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
  5. 5. Generic or International TLD• E.g. your.com or your.net• Google Support Forum says• Google needs other signals!
  6. 6. 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
  7. 7. How to Find a Good Host in PRC• Find a domain that is ranking well• Find servers on whois• suss out host – Thanks Bill!
  8. 8. 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.
  9. 9. 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/” />
  10. 10. 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
  11. 11. 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
  12. 12. 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)
  13. 13. How to Map in GWT• Geo-targetable domains listed at Google Webmaster Tools forum answer here.
  14. 14. 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!
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. A discount for you . ..Get a publisher’s discount code30% off – atPearson Que Biz TechSeriesEnter Discount Code“GLOBAL30”
  19. 19. Thanks!Anne KennedyInternational Search StrategistMANAGING PARTNER | Beyond InkGlobal Search Partner: Nordic eMarketing Beyond Ink Portland Maine & Portland Oregon, USA Reykjavik , London, Rome, Beijing anne@beyondink.com| Tel: +1 207 671 6131 @ GlobalSEMPro

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