1.
INTERNATIONAL SEO,
A QUESTION OF TERRITORIES
AUDREY BROUTIN, PARTNER & ALTIMA° SEO DIRECTOR

2.
PART 1
A STRUCTURED ISSUE

3.
#questions

4.
#questions
In chaos

5.
#preoccupation

6.
#preoccupation
How to approach things?

7.
#uncertainty

8.
#uncertainty
Is it a local question?

9.
#worry

10.
#worry
With only 1 partner?

11.
#anxiety

12.
#anxiety
For what result?

13.
PART 2
TRANSLATION VS LOCATION

14.
#the base
One country, multiple languages

15.
#the base
One language, multiple countries

16.
#the base
One country, multiple engines

17.
#the base
One engine, multiple countries

18.
78 %
12 %
93 %
3 %
32 %
64 %
54 %
25 %
95 %
2 %
#monopoly

19.
#SEMANTIC STRATEGY
no matter which country, the important thing is to
choose the right semantic territories
!
Key word analysis
Traffic potential
Conducted uniquely by natives
…

20.
#MARKET & COMPETITION
understand the market and its specificities and adapt
to target user expectations
!
Conformity and culture
Brand and product perception
New territorial competition
…

21.
#TECHNICAL LOCATION
respect the best practices of geographic targeting
set up by search engines
!
Explicit domain (fr-fr ; cn-en)
Located in the case of a gTLD (com, biz, eu…)
Don’t neglect the default location
…

22.
#DECODING
!
ccTLD (Country code top-level domain)
#monsite.fr/en/
#en.monsite.fr
!
gTLD (Generic top-level domain)
#monsite.com/be-nl/
#be.monsite.com/nl/
#be-nl.monsite.com

23.
#DECODING
!
hreflang (« alternate »)
indicates to engines the alternative version of your site
per country and language
hreflang="fr-be"
!
hreflang="x-default"
(to determine the version by default Google & Yandex)

24.
PART 3
MAJORITY MULTILINGUAL

25.
#complication

26.
#complication
Make it simple!

27.
#complication
Ask the right questions

28.
#CASE 1
a FR site for France
a version COM for the rest of the world

29.
#CAS 1
a FR site for France
a version COM for the rest of the world
!
make the products or the brand accessible to the
whole world
!
A master site
A default version (souvent en .com)
A priority engine targeted (Google)
…

30.
#CASE 2
a FR site for France
a UK version and a DE version

31.
#CASE 2
a FR site for France
a UK version and a DE version
!
work with targeted and specific markets in Europe
!
!
Three distinct version (identified)
ccTLDs recommended (.fr ; .de : .co.uk)
A priority engine targeted
…

32.
#CASE 3
an FR site for France
versions for the UK, DE, US, RU, JP, CN

33.
#CASE 3
an FR site for France
versions for the UK, DE, US, RU, JP, CN
!
work on targeted, specific markets internationally
!
An strong adaptation of the sites to their market
Multiple languages per country (cn-cn; cn-en)
Multiple priority target engines
…

34.
#sowhat

35.
#sowhat
Usefulness of the demonstration

36.
#orientation
Towards the real question

37.
#orientation
Multilingual or international?

38.
#MULTI OR INTER
in your opinion?
!
CASE 1 : MULTILINGUAL
CASE 2 : MULTILINGUAL
CASE 3 : MULTILINGUAL OU INTERNATIONAL
…

39.
PART 4
TOWARDS “MULTI-NATIONAL” SEO?

40.
#missing pieces
Site structure?

41.
#getting by
Complex organization

42.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)

43.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)

44.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)

45.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)
LOCAL PARTNERS
(socal seo)

46.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)
LOCAL PARTNERS
(local seo)
a communal site
structure in front
meets all the local
needs

47.
#LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)
LOCAL PARTNERS
(local seo)
FR: “I absolutely need a
Google sitemap”
RU: “I need to work on
my landings. My bounce
rate is too high.”
CN: “What’s this huge
footer? It needs to be
removed”

48.
#arbitration
Who? At which step?

49.
#A HELPFUL INTERFACE
initiate a leader to steer local actions
!
Collect
Referee
Prioritize
…

50.
TO
SUMMARIZE

51.
#my international territory
country
language(s)
engine(s)
site(s)
team(s)

52.
THANK YOU
DANKE
MERCI
谢谢
GRACIAS
TAKK
СПАСИБО
!
fr.slideshare.net/agence_altima
!
www.altima-agency.com
!
#EMP2015