Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

International SEO by Alona Demchyk

312 views

Published on

Here you will find general information about international (country and language specific) SEO, SEO strategy, factors that can influence it, implementation of hreflang and common mistakes.

Published in: Internet
  • Be the first to comment

  • Be the first to like this

International SEO by Alona Demchyk

  1. 1. International SEO Do‘s and don‘ts How to…
  2. 2. Alona Demchyk SEO Manager Joined Plan.Net in 2015, earlier – Catbird Seat and Bertelsmann Previous experience: E Commerce & Business Development Qualification: Master of Philology / in Online Marketing since 2008 Education: Ukrainian, speaking Russian, studied in England, based in Munich… @AlonaDemchyk 2
  3. 3. Plan.Net Performance SEO – Serving more than 50 clients accross 14 industries and 8 markets worldwide 43 colleagues 9 nationalities 12 languages
  4. 4. What is SEO paid search results (SEA) Organic search results (SEO) @AlonaDemchyk 4
  5. 5. Naver 72% in 2013 Yahoo 53% in 2013 Baidu n 62% in 2013 Yandex 62% in 2013 @AlonaDemchyk 5
  6. 6. International SEO but language (ISO 639-1) & country (ISO 3166-1 Alpha 2) specific Not global and local @AlonaDemchyk 6
  7. 7. Why is this relevant? • Migration creates multilingual societies (Germany) -> • Language borders across the countries became blurred (Russian speakers) Rank Nationality Population (2014) 1 Turkey 1,527,118 2 Poland 674,152 3 Italy 574,53 4 Romania 355,343 5 Greece 328,564 6 Croatia 263,347 7 Serbia 252,468 8 Russia 221,413 9 Kosovo 184,662 10 Bulgaria 183,263 @AlonaDemchyk 7
  8. 8. You should ask yourself the following questions when deciding to go for ISEO… @AlonaDemchyk 8
  9. 9. ? • What is my business model? • Who is my target audience? • What language do they speak and where are they located? • Do I have sufficient manpower, budget and time? • Can I develop my current URL structure or do I need a new one? @AlonaDemchyk 9
  10. 10. Before entering the international / multilingual market • Traffic • Keyword • Your online capacities • URL structure • Content, CMS, competitors… • Your physical location • Shops, warehouses • Local customer support • Call center, e-mail, customer service • Economy, laws… @AlonaDemchyk 10
  11. 11. Before entering the international / multilingual market • Traffic • Keyword • Your online capacities • URL structure • Content, CMS, competitors… • Your physical location • Shops, warehouses • Local customer support • Call center, e-mail, customer service • Economy, laws… @AlonaDemchyk 11
  12. 12. Who visits your website? @AlonaDemchyk 12
  13. 13. 13
  14. 14. Where do your user‘s go? @AlonaDemchyk 14
  15. 15. 15@AlonaDemchyk
  16. 16. Compare Visits with x-languages or x-locations users to landing pages with the conversion of those landing pages in your main language/country Page EN-Visitors Page Conversion in Germany www.xy.de 6.600 3% www.xy.de/termin-vereinbaren/ 1.084 30% www.xy.de/service-center-in-deutschland 468 4% www.xy.de/kosten/ 326 2% www.xy.de/schaden-berechnen/ 172 5% www.xy.de/standorte/muenchen/ 85 13% @AlonaDemchyk 16
  17. 17. Do your keyword research (glocally) @AlonaDemchyk 17
  18. 18. Geek SEO 18
  19. 19. Main reasons for decision making • Traffic • Keyword • Your online capacities • URL (structure) • Content, CMS, competitors… • Your physical location • Shops, warehouses • Local customer support • Country specific features @AlonaDemchyk 19
  20. 20. Why is URL important? Each URL tells a story, whether it is… Generic (TLD) – .com .biz .info New generic - .comany .fashion .bayern Country code specific (ccTLD) - .de .ru .fr .it Subdomain – de.xy.com, ru.xy.com @AlonaDemchyk 20
  21. 21. „Every time you change your URL structure… a backlink dies“ @AlonaDemchyk 21
  22. 22. Important ISEO components • https://www.yourwebsite.de/blog/your-article-here?nc=1#anchor • Protocol: https • Hostname: https://www.yourwebsite.de • Subdomain: www. • Domain name: yourvebsite.de • Top level domain: de • Folder: blog • File name: your-article-here • Parameter: nc • Parameter value: 1 • Anchor: # @AlonaDemchyk 22
  23. 23. URLs - geographic targeting (country) (+)Country cpecific tol level domain + folder www.xy.de/folder/..., www.xy.it/folder/..., www.xy.fr/folder/... (=)Generic Top Level Domain + country specific folder www.xy.com/de, www.xy.com/it, www.xy.com/fr (-)Subdomain de.xy.com @AlonaDemchyk best worst 23
  24. 24. URLs - language targeting (+)Generic Top Level Domain + country specific folder www.xy.com/de, www.xy.com/it, www.xy.com/fr (-)Subdomain de.xy.com best worst @AlonaDemchyk 24
  25. 25. Let the user choose (country) @AlonaDemchyk 25
  26. 26. Let the user choose (language) @AlonaDemchyk 26
  27. 27. Use hreflang for multilingual websites HTML head <link rel="alternate" hreflang="de-AT" href="http://www.xy.com/de-at" /> HTTP header (for binary data, like PDFs) Link: http://www.xy.com/de-at;rel="alternate„;hreflang=de-AT“ Default languages <link rel="alternate" hreflang="x-default" href="http://www.xy.com/" /> @AlonaDemchyk Sitemap <loc>http://www.xy.com/de/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.xy.com/de/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.xy.com/de- ch/" /> </url> </urlset> Language format ISO 639-1 Language variations format ISO 15924 (Traditional Chinese: zh-Hant, simplified Chinese: zh-Hans) Country format ISO 3166-1 Alpha 2 27
  28. 28. One language - different countries Plan.Net Performance X Client Initial market is based in Germany Austria and Switzerland were added in 2014. The content was the same, contact details were local. After implementing hreflang •Ø +95% Revenue via +150% visitors a month (AT) •Ø +43% revenue via +70% visitors a month (CH) @AlonaDemchyk 28
  29. 29. Common mistakes Source: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid- 219483 @AlonaDemchyk 29
  30. 30. @AlonaDemchyk 30
  31. 31. Submit you language/local website version in the webmaster tools relevant to your local search engine Google – Google Webmaster Tools Bing – Bing Webmaster Tools Yandex – Yandex Webmaster Tools Baidu – Baidu Webmaster Tools Measure your sucsess e.g. Google Analytics @AlonaDemchyk 31
  32. 32. Common mistakes • Language or country codes (ISO‘s) are faulty • You created auto-translated pages • Different countries, one language no hreflang ->duplicate content • References of other language versions is missing • Different locations are not verified in Search Console • Track separately all of your language and location specific website versions • You do not translate URLs and you don‘t use the UTF-8 encoding @AlonaDemchyk 32
  33. 33. Obstacles • Economic reasons • Crisis (inflation) – Russia, Ukraine • Competitive environment • Cultural environment • Negotiations are held differently in different cultures. • Country specific regulations • Redtape • Laws @AlonaDemchyk 33
  34. 34. Useful resources Hreflang validator http://hreflang.ninja/ Hreflang generator https://www.sistrix.de/hreflang-guide/hreflang-generator/ The most common issues with hreflang http://searchengineland.com/auditing-hreflang-annotations-common- issues-avoid-219483 (by Aleyda Solis) Google Support https://support.google.com/webmasters/answer/189077?hl=en https://support.google.com/webmasters/answer/2620865?hl=en @AlonaDemchyk 34
  35. 35. Thank you You can find me on… Twitter: @AlonaDemchyk Xing: https://www.xing.com/profile/Alona_Demchyk LinkedIn: https://de.linkedin.com/in/alonademchyk Google+: https://plus.google.com/+AlonaDemchyk @AlonaDemchyk 35

×