SlideShare a Scribd company logo

SEO for international multilingual projects

Ani Lopez
Ani Lopez
Ani LopezMeasurement Strategist

How to face a multicountry, multilanguage SEO project, Some facts, cultural aspects to take into account, technical issues, content optimization in different languages, link building and web analytics for international web projects.

SEO for international multilingual projects

1 of 47
Download to read offline
seo for multicountry multilanguage projects
seo for multicountry multilanguage projects




ANI LOPEZ
SEO Consultant
Web project manager
Web developer
10 years experience in projects
for Europe, Latin America,
and now living in Canada
http://dynamical.biz/blog/
http://twitter.com/anilopez
http://www.linkedin.com/in/anilopez
seo for multicountry multilanguage projects




INDEX

1. International, some facts
2. Cultural aspects
3. Technical SEO
4. Content optimization
5. Link building
6. Web analytics
seo for multicountry multilanguage projects



1 INTERNATIONAL, SOME FACTS
  language

  Queries on Google submitted in languages
  other than English went from:
  •
    less than 30% in 2002
  •
    to more than 50% now

  More than 1/3 of such queries are submitted
  in a non-English European language
seo for multicountry multilanguage projects



1 INTERNATIONAL, SOME FACTS
  e-commerce

  Online retail sales in Europe:
  Likely to grow 19.6% to 172€ billion in 2010
  following 22% growth last year

  Visitors to a site with content in their language:
  •
    more than 4 times as likely to buy
  •
    spend twice as long on the page
seo for multicountry multilanguage projects



2 CULTURAL ASPECTS

  Targeting countries abroad?
  It is quite a lot of time, effort and money to invest.
  No company decides to target a market by
  random reasons or no reasons at all

  To avoid shooting yourself in the foot right from
  the start, get to know the cultural aspects of
  the markets to target

Recommended

International SEO - Take your SEO abroad by @aleyda at #BrightonSEO
International SEO - Take your SEO abroad by @aleyda at #BrightonSEOInternational SEO - Take your SEO abroad by @aleyda at #BrightonSEO
International SEO - Take your SEO abroad by @aleyda at #BrightonSEOAleyda Solís
 
Setting Hreflang for International SERP Success #SMXeast
Setting Hreflang for International SERP Success #SMXeastSetting Hreflang for International SERP Success #SMXeast
Setting Hreflang for International SERP Success #SMXeastAleyda Solís
 
International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011International SEO - How Not to Suck - MozCon 2011
International SEO - How Not to Suck - MozCon 2011Hannah Smith
 
7 International SEO Dos & Dont's by @aleyda at #ionSearch
7 International SEO Dos & Dont's by @aleyda at #ionSearch7 International SEO Dos & Dont's by @aleyda at #ionSearch
7 International SEO Dos & Dont's by @aleyda at #ionSearchAleyda Solís
 
How to Succeed at Real International SEO Scenarios - #SearchLove London
How to Succeed at Real International SEO Scenarios - #SearchLove London How to Succeed at Real International SEO Scenarios - #SearchLove London
How to Succeed at Real International SEO Scenarios - #SearchLove London Aleyda Solís
 
International SEO & The Future of your ROI at #MozCon by @aleyda
International SEO & The Future of your ROI at #MozCon by @aleydaInternational SEO & The Future of your ROI at #MozCon by @aleyda
International SEO & The Future of your ROI at #MozCon by @aleydaAleyda Solís
 
Taking your International SEO to the next level at #SMXParis
Taking your International SEO to the next level at #SMXParis Taking your International SEO to the next level at #SMXParis
Taking your International SEO to the next level at #SMXParis Aleyda Solís
 
SESLon 2013 - International SEO tips
SESLon 2013 - International SEO tipsSESLon 2013 - International SEO tips
SESLon 2013 - International SEO tipsAdido
 

More Related Content

What's hot

Mobilizing your International SEO by @aleyda at #iss #smx
Mobilizing your International SEO by @aleyda at #iss #smx Mobilizing your International SEO by @aleyda at #iss #smx
Mobilizing your International SEO by @aleyda at #iss #smx Aleyda Solís
 
Growing your Search Results in International Markets at #inbound18
Growing your Search Results in International Markets at #inbound18Growing your Search Results in International Markets at #inbound18
Growing your Search Results in International Markets at #inbound18Aleyda Solís
 
The Key Ingredients for International SEO Success #MKTFest
The Key Ingredients for International SEO Success #MKTFestThe Key Ingredients for International SEO Success #MKTFest
The Key Ingredients for International SEO Success #MKTFestAleyda Solís
 
Localizing Content for a Global Audience: What every content marketer should ...
Localizing Content for a Global Audience: What every content marketer should ...Localizing Content for a Global Audience: What every content marketer should ...
Localizing Content for a Global Audience: What every content marketer should ...Typeset
 
Mobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardMobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardAleyda Solís
 
Mobile Visibility to the Max - 2016 Edition #BigDigitalADL
Mobile Visibility to the Max - 2016 Edition #BigDigitalADLMobile Visibility to the Max - 2016 Edition #BigDigitalADL
Mobile Visibility to the Max - 2016 Edition #BigDigitalADLAleyda Solís
 
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...Aleyda Solís
 
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...Aleyda Solís
 
Cross-Functional SEO at #SearchFest
Cross-Functional SEO at #SearchFestCross-Functional SEO at #SearchFest
Cross-Functional SEO at #SearchFestAleyda Solís
 
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 20133 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013Aleyda Solís
 
Multinational SEO Success #SMS2017
Multinational SEO Success #SMS2017Multinational SEO Success #SMS2017
Multinational SEO Success #SMS2017Aleyda Solís
 
Optimizing for Conversational Search #FOS19
Optimizing for Conversational Search #FOS19Optimizing for Conversational Search #FOS19
Optimizing for Conversational Search #FOS19Aleyda Solís
 
#SEOhorrorStories at #SEOcamp Paris
#SEOhorrorStories at #SEOcamp Paris #SEOhorrorStories at #SEOcamp Paris
#SEOhorrorStories at #SEOcamp Paris Aleyda Solís
 
Speaking in Tongues: Establishing a Successful International Web Presence #SM...
Speaking in Tongues: Establishing a Successful International Web Presence #SM...Speaking in Tongues: Establishing a Successful International Web Presence #SM...
Speaking in Tongues: Establishing a Successful International Web Presence #SM...Aleyda Solís
 
Cross Functional SEO at #UKMarketingDay
Cross Functional SEO at #UKMarketingDay Cross Functional SEO at #UKMarketingDay
Cross Functional SEO at #UKMarketingDay Aleyda Solís
 
Cost Effective Multilingual Content Optimization in An International SEO Process
Cost Effective Multilingual Content Optimization in An International SEO ProcessCost Effective Multilingual Content Optimization in An International SEO Process
Cost Effective Multilingual Content Optimization in An International SEO ProcessAleyda Solís
 
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013Aleyda Solís
 
How to Grow your Organic Search Traffic in International Markets #ConnectaBern
How to Grow your Organic Search Traffic in International Markets #ConnectaBernHow to Grow your Organic Search Traffic in International Markets #ConnectaBern
How to Grow your Organic Search Traffic in International Markets #ConnectaBernAleyda Solís
 
Trends & Future of Search at #Webbdagarna
Trends & Future of Search at #WebbdagarnaTrends & Future of Search at #Webbdagarna
Trends & Future of Search at #WebbdagarnaAleyda Solís
 
How to Optimize for a Conversational Search? #RIMC19
How to Optimize for a Conversational Search? #RIMC19How to Optimize for a Conversational Search? #RIMC19
How to Optimize for a Conversational Search? #RIMC19Aleyda Solís
 

What's hot (20)

Mobilizing your International SEO by @aleyda at #iss #smx
Mobilizing your International SEO by @aleyda at #iss #smx Mobilizing your International SEO by @aleyda at #iss #smx
Mobilizing your International SEO by @aleyda at #iss #smx
 
Growing your Search Results in International Markets at #inbound18
Growing your Search Results in International Markets at #inbound18Growing your Search Results in International Markets at #inbound18
Growing your Search Results in International Markets at #inbound18
 
The Key Ingredients for International SEO Success #MKTFest
The Key Ingredients for International SEO Success #MKTFestThe Key Ingredients for International SEO Success #MKTFest
The Key Ingredients for International SEO Success #MKTFest
 
Localizing Content for a Global Audience: What every content marketer should ...
Localizing Content for a Global Audience: What every content marketer should ...Localizing Content for a Global Audience: What every content marketer should ...
Localizing Content for a Global Audience: What every content marketer should ...
 
Mobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizardMobile SEO for Tourism Companies #BeWizard
Mobile SEO for Tourism Companies #BeWizard
 
Mobile Visibility to the Max - 2016 Edition #BigDigitalADL
Mobile Visibility to the Max - 2016 Edition #BigDigitalADLMobile Visibility to the Max - 2016 Edition #BigDigitalADL
Mobile Visibility to the Max - 2016 Edition #BigDigitalADL
 
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...
International SEO Slides at ‪#‎SMX‬ Munich: How to identify, fix & monitor mi...
 
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...
Competitive Mobile Analysis for your App Optimization Strategy - Webinar at ...
 
Cross-Functional SEO at #SearchFest
Cross-Functional SEO at #SearchFestCross-Functional SEO at #SearchFest
Cross-Functional SEO at #SearchFest
 
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 20133 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013
3 Aspects to Achieve long-term International SEO Success at #OMCap Berlin 2013
 
Multinational SEO Success #SMS2017
Multinational SEO Success #SMS2017Multinational SEO Success #SMS2017
Multinational SEO Success #SMS2017
 
Optimizing for Conversational Search #FOS19
Optimizing for Conversational Search #FOS19Optimizing for Conversational Search #FOS19
Optimizing for Conversational Search #FOS19
 
#SEOhorrorStories at #SEOcamp Paris
#SEOhorrorStories at #SEOcamp Paris #SEOhorrorStories at #SEOcamp Paris
#SEOhorrorStories at #SEOcamp Paris
 
Speaking in Tongues: Establishing a Successful International Web Presence #SM...
Speaking in Tongues: Establishing a Successful International Web Presence #SM...Speaking in Tongues: Establishing a Successful International Web Presence #SM...
Speaking in Tongues: Establishing a Successful International Web Presence #SM...
 
Cross Functional SEO at #UKMarketingDay
Cross Functional SEO at #UKMarketingDay Cross Functional SEO at #UKMarketingDay
Cross Functional SEO at #UKMarketingDay
 
Cost Effective Multilingual Content Optimization in An International SEO Process
Cost Effective Multilingual Content Optimization in An International SEO ProcessCost Effective Multilingual Content Optimization in An International SEO Process
Cost Effective Multilingual Content Optimization in An International SEO Process
 
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
 
How to Grow your Organic Search Traffic in International Markets #ConnectaBern
How to Grow your Organic Search Traffic in International Markets #ConnectaBernHow to Grow your Organic Search Traffic in International Markets #ConnectaBern
How to Grow your Organic Search Traffic in International Markets #ConnectaBern
 
Trends & Future of Search at #Webbdagarna
Trends & Future of Search at #WebbdagarnaTrends & Future of Search at #Webbdagarna
Trends & Future of Search at #Webbdagarna
 
How to Optimize for a Conversational Search? #RIMC19
How to Optimize for a Conversational Search? #RIMC19How to Optimize for a Conversational Search? #RIMC19
How to Optimize for a Conversational Search? #RIMC19
 

Viewers also liked

Присутність кандидатів у Президенти України в Livejournal як складовий елемен...
Присутність кандидатів у Президенти України в Livejournal як складовий елемен...Присутність кандидатів у Президенти України в Livejournal як складовий елемен...
Присутність кандидатів у Президенти України в Livejournal як складовий елемен...Andrew Dutchak
 
Tom Critchlow - Data Feed SEO & Advanced Site Architecture
Tom Critchlow - Data Feed SEO & Advanced Site ArchitectureTom Critchlow - Data Feed SEO & Advanced Site Architecture
Tom Critchlow - Data Feed SEO & Advanced Site Architectureauexpo Conference
 
International PPC - Mohammad Heidari Far
International PPC - Mohammad Heidari FarInternational PPC - Mohammad Heidari Far
International PPC - Mohammad Heidari FarOban International
 
Taking your Website Worldwide - International SEO Webinar
Taking your Website Worldwide - International SEO Webinar Taking your Website Worldwide - International SEO Webinar
Taking your Website Worldwide - International SEO Webinar vkistudios
 
Same, same, but different - International Search Marketing
Same, same, but different - International Search Marketing  Same, same, but different - International Search Marketing
Same, same, but different - International Search Marketing Oban International
 
Software Projects Asp.Net Java Ncct Chenai
Software Projects Asp.Net Java Ncct ChenaiSoftware Projects Asp.Net Java Ncct Chenai
Software Projects Asp.Net Java Ncct Chenaincct
 
.Net project titles 2011, Real time projects in .net, Java Final year project...
.Net project titles 2011, Real time projects in .net, Java Final year project....Net project titles 2011, Real time projects in .net, Java Final year project...
.Net project titles 2011, Real time projects in .net, Java Final year project...Suresh Radhakrishnan
 
2 Sw Dot Net Project T Itles, Ieee 2009, Etc., Year 2009 2010
2   Sw   Dot Net Project T Itles, Ieee 2009, Etc., Year 2009   20102   Sw   Dot Net Project T Itles, Ieee 2009, Etc., Year 2009   2010
2 Sw Dot Net Project T Itles, Ieee 2009, Etc., Year 2009 2010ncct
 
FEDT VB NET- Creating VB .Net Project
FEDT  VB  NET- Creating VB .Net Project FEDT  VB  NET- Creating VB .Net Project
FEDT VB NET- Creating VB .Net Project Trinity Dwarka
 
Dot net projects
Dot net projectsDot net projects
Dot net projectsshahu2212
 
Vb.Net Projects, Final Year Projects
Vb.Net Projects, Final Year ProjectsVb.Net Projects, Final Year Projects
Vb.Net Projects, Final Year Projectsncct
 
Microsoft .Net Projects
Microsoft .Net ProjectsMicrosoft .Net Projects
Microsoft .Net ProjectsZealous System
 
Future of .NET - .NET on Non Windows Platforms
Future of .NET - .NET on Non Windows PlatformsFuture of .NET - .NET on Non Windows Platforms
Future of .NET - .NET on Non Windows PlatformsAniruddha Chakrabarti
 
BE Final Year CSE, ECE, EEE, IT, IS Projects,Bangalore
BE Final Year CSE, ECE, EEE, IT, IS Projects,BangaloreBE Final Year CSE, ECE, EEE, IT, IS Projects,Bangalore
BE Final Year CSE, ECE, EEE, IT, IS Projects,BangaloreIGEEKS TECHNOLOGIES
 
Latest mca projects
Latest mca projectsLatest mca projects
Latest mca projectsGagnertech
 
BrightonSEO 2016 - Domain Strategies for International Success
BrightonSEO 2016 - Domain Strategies for International SuccessBrightonSEO 2016 - Domain Strategies for International Success
BrightonSEO 2016 - Domain Strategies for International SuccessOban International
 
Property dealing , A .net project
Property dealing , A .net projectProperty dealing , A .net project
Property dealing , A .net projectAnjali Kamboj
 
Be project ppt asp.net
Be project ppt asp.netBe project ppt asp.net
Be project ppt asp.netSanket Jagare
 
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...Eduardo Caballero
 
.Net and Windows Application Project on Hotel Management
.Net  and Windows Application Project on Hotel Management.Net  and Windows Application Project on Hotel Management
.Net and Windows Application Project on Hotel ManagementMujeeb Rehman
 

Viewers also liked (20)

Присутність кандидатів у Президенти України в Livejournal як складовий елемен...
Присутність кандидатів у Президенти України в Livejournal як складовий елемен...Присутність кандидатів у Президенти України в Livejournal як складовий елемен...
Присутність кандидатів у Президенти України в Livejournal як складовий елемен...
 
Tom Critchlow - Data Feed SEO & Advanced Site Architecture
Tom Critchlow - Data Feed SEO & Advanced Site ArchitectureTom Critchlow - Data Feed SEO & Advanced Site Architecture
Tom Critchlow - Data Feed SEO & Advanced Site Architecture
 
International PPC - Mohammad Heidari Far
International PPC - Mohammad Heidari FarInternational PPC - Mohammad Heidari Far
International PPC - Mohammad Heidari Far
 
Taking your Website Worldwide - International SEO Webinar
Taking your Website Worldwide - International SEO Webinar Taking your Website Worldwide - International SEO Webinar
Taking your Website Worldwide - International SEO Webinar
 
Same, same, but different - International Search Marketing
Same, same, but different - International Search Marketing  Same, same, but different - International Search Marketing
Same, same, but different - International Search Marketing
 
Software Projects Asp.Net Java Ncct Chenai
Software Projects Asp.Net Java Ncct ChenaiSoftware Projects Asp.Net Java Ncct Chenai
Software Projects Asp.Net Java Ncct Chenai
 
.Net project titles 2011, Real time projects in .net, Java Final year project...
.Net project titles 2011, Real time projects in .net, Java Final year project....Net project titles 2011, Real time projects in .net, Java Final year project...
.Net project titles 2011, Real time projects in .net, Java Final year project...
 
2 Sw Dot Net Project T Itles, Ieee 2009, Etc., Year 2009 2010
2   Sw   Dot Net Project T Itles, Ieee 2009, Etc., Year 2009   20102   Sw   Dot Net Project T Itles, Ieee 2009, Etc., Year 2009   2010
2 Sw Dot Net Project T Itles, Ieee 2009, Etc., Year 2009 2010
 
FEDT VB NET- Creating VB .Net Project
FEDT  VB  NET- Creating VB .Net Project FEDT  VB  NET- Creating VB .Net Project
FEDT VB NET- Creating VB .Net Project
 
Dot net projects
Dot net projectsDot net projects
Dot net projects
 
Vb.Net Projects, Final Year Projects
Vb.Net Projects, Final Year ProjectsVb.Net Projects, Final Year Projects
Vb.Net Projects, Final Year Projects
 
Microsoft .Net Projects
Microsoft .Net ProjectsMicrosoft .Net Projects
Microsoft .Net Projects
 
Future of .NET - .NET on Non Windows Platforms
Future of .NET - .NET on Non Windows PlatformsFuture of .NET - .NET on Non Windows Platforms
Future of .NET - .NET on Non Windows Platforms
 
BE Final Year CSE, ECE, EEE, IT, IS Projects,Bangalore
BE Final Year CSE, ECE, EEE, IT, IS Projects,BangaloreBE Final Year CSE, ECE, EEE, IT, IS Projects,Bangalore
BE Final Year CSE, ECE, EEE, IT, IS Projects,Bangalore
 
Latest mca projects
Latest mca projectsLatest mca projects
Latest mca projects
 
BrightonSEO 2016 - Domain Strategies for International Success
BrightonSEO 2016 - Domain Strategies for International SuccessBrightonSEO 2016 - Domain Strategies for International Success
BrightonSEO 2016 - Domain Strategies for International Success
 
Property dealing , A .net project
Property dealing , A .net projectProperty dealing , A .net project
Property dealing , A .net project
 
Be project ppt asp.net
Be project ppt asp.netBe project ppt asp.net
Be project ppt asp.net
 
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...
Métricas e Indicadores no Digital | Versao 2016 - Modulo PUC-PR - Eduardo Cab...
 
.Net and Windows Application Project on Hotel Management
.Net  and Windows Application Project on Hotel Management.Net  and Windows Application Project on Hotel Management
.Net and Windows Application Project on Hotel Management
 

Similar to SEO for international multilingual projects

Taking Your Website Worldwide - International SEO Webinar
Taking Your Website Worldwide - International SEO WebinarTaking Your Website Worldwide - International SEO Webinar
Taking Your Website Worldwide - International SEO Webinarvkistudios
 
B2B Marketing of Retail Software
B2B Marketing of Retail SoftwareB2B Marketing of Retail Software
B2B Marketing of Retail SoftwareSMFB ENGINE
 
Global Search Engine Marketing - Kristjan Mar Hauksson
Global Search Engine Marketing - Kristjan Mar HaukssonGlobal Search Engine Marketing - Kristjan Mar Hauksson
Global Search Engine Marketing - Kristjan Mar HaukssonSMFB ENGINE
 
Vegas2012 pubcon-kennedy-global-1
Vegas2012 pubcon-kennedy-global-1Vegas2012 pubcon-kennedy-global-1
Vegas2012 pubcon-kennedy-global-1Anne Kennedy
 
Brighton SEO - The Impact of Translation on SEO
Brighton SEO - The Impact of Translation on SEOBrighton SEO - The Impact of Translation on SEO
Brighton SEO - The Impact of Translation on SEOValentine Lacour
 
INTERNATIONAL SEO, A QUESTION OF TERRITORIES
INTERNATIONAL SEO, A QUESTION OF TERRITORIESINTERNATIONAL SEO, A QUESTION OF TERRITORIES
INTERNATIONAL SEO, A QUESTION OF TERRITORIESaltima°
 
International Search & Social Marketing and Emerging Markets: What Merchants ...
International Search & Social Marketing and Emerging Markets: What Merchants ...International Search & Social Marketing and Emerging Markets: What Merchants ...
International Search & Social Marketing and Emerging Markets: What Merchants ...Miva
 
Global search engine marketing - Hauksson
Global search engine marketing - HaukssonGlobal search engine marketing - Hauksson
Global search engine marketing - HaukssonSMFB ENGINE
 
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEO
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEOInternational SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEO
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEOEnterprise Ireland
 
Insider's Guide to Creating Multilingual Websites That Drive Revenue
Insider's Guide to Creating Multilingual Websites That Drive RevenueInsider's Guide to Creating Multilingual Websites That Drive Revenue
Insider's Guide to Creating Multilingual Websites That Drive RevenueFlorian Auckenthaler
 
Multilingual intranets ClearBox Valo Feb 2018
Multilingual intranets  ClearBox Valo Feb 2018Multilingual intranets  ClearBox Valo Feb 2018
Multilingual intranets ClearBox Valo Feb 2018Sam Marshall
 
SearchLove Boston 2013_Kate MorrisInternational seo
SearchLove Boston 2013_Kate MorrisInternational seoSearchLove Boston 2013_Kate MorrisInternational seo
SearchLove Boston 2013_Kate MorrisInternational seoDistilled
 
Running a Global Search Campaign
Running a Global Search Campaign Running a Global Search Campaign
Running a Global Search Campaign sascon
 
International SEO FAQs
International SEO FAQsInternational SEO FAQs
International SEO FAQsStudio24ltd
 
International SEO FAQs
International SEO FAQsInternational SEO FAQs
International SEO FAQsStudio24ltd
 
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEOBrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEOOban International
 

Similar to SEO for international multilingual projects (20)

Taking Your Website Worldwide - International SEO Webinar
Taking Your Website Worldwide - International SEO WebinarTaking Your Website Worldwide - International SEO Webinar
Taking Your Website Worldwide - International SEO Webinar
 
B2B Marketing of Retail Software
B2B Marketing of Retail SoftwareB2B Marketing of Retail Software
B2B Marketing of Retail Software
 
Global Search Engine Marketing - Kristjan Mar Hauksson
Global Search Engine Marketing - Kristjan Mar HaukssonGlobal Search Engine Marketing - Kristjan Mar Hauksson
Global Search Engine Marketing - Kristjan Mar Hauksson
 
Vegas2012 pubcon-kennedy-global-1
Vegas2012 pubcon-kennedy-global-1Vegas2012 pubcon-kennedy-global-1
Vegas2012 pubcon-kennedy-global-1
 
Brighton SEO - The Impact of Translation on SEO
Brighton SEO - The Impact of Translation on SEOBrighton SEO - The Impact of Translation on SEO
Brighton SEO - The Impact of Translation on SEO
 
INTERNATIONAL SEO, A QUESTION OF TERRITORIES
INTERNATIONAL SEO, A QUESTION OF TERRITORIESINTERNATIONAL SEO, A QUESTION OF TERRITORIES
INTERNATIONAL SEO, A QUESTION OF TERRITORIES
 
International Search & Social Marketing and Emerging Markets: What Merchants ...
International Search & Social Marketing and Emerging Markets: What Merchants ...International Search & Social Marketing and Emerging Markets: What Merchants ...
International Search & Social Marketing and Emerging Markets: What Merchants ...
 
Global search engine marketing - Hauksson
Global search engine marketing - HaukssonGlobal search engine marketing - Hauksson
Global search engine marketing - Hauksson
 
Multilingual websites
Multilingual websitesMultilingual websites
Multilingual websites
 
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEO
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEOInternational SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEO
International SEO and Content Silos | John Caldwell | ABC Digital | CreatorSEO
 
Global SEO Strategies
Global SEO StrategiesGlobal SEO Strategies
Global SEO Strategies
 
Insider's Guide to Creating Multilingual Websites That Drive Revenue
Insider's Guide to Creating Multilingual Websites That Drive RevenueInsider's Guide to Creating Multilingual Websites That Drive Revenue
Insider's Guide to Creating Multilingual Websites That Drive Revenue
 
Imppt
ImpptImppt
Imppt
 
Multilingual intranets ClearBox Valo Feb 2018
Multilingual intranets  ClearBox Valo Feb 2018Multilingual intranets  ClearBox Valo Feb 2018
Multilingual intranets ClearBox Valo Feb 2018
 
SearchLove Boston 2013_Kate MorrisInternational seo
SearchLove Boston 2013_Kate MorrisInternational seoSearchLove Boston 2013_Kate MorrisInternational seo
SearchLove Boston 2013_Kate MorrisInternational seo
 
International SEO
International SEOInternational SEO
International SEO
 
Running a Global Search Campaign
Running a Global Search Campaign Running a Global Search Campaign
Running a Global Search Campaign
 
International SEO FAQs
International SEO FAQsInternational SEO FAQs
International SEO FAQs
 
International SEO FAQs
International SEO FAQsInternational SEO FAQs
International SEO FAQs
 
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEOBrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
 

More from Ani Lopez

Store, Extract, Transform, Load, Visualize. Untagged Conference
Store, Extract, Transform, Load, Visualize. Untagged ConferenceStore, Extract, Transform, Load, Visualize. Untagged Conference
Store, Extract, Transform, Load, Visualize. Untagged ConferenceAni Lopez
 
Advanced Analytics Implementations at EA scale
Advanced Analytics Implementations at EA scaleAdvanced Analytics Implementations at EA scale
Advanced Analytics Implementations at EA scaleAni Lopez
 
Measurement Roadmap
Measurement RoadmapMeasurement Roadmap
Measurement RoadmapAni Lopez
 
Analytics for International Scenarios
Analytics for International ScenariosAnalytics for International Scenarios
Analytics for International ScenariosAni Lopez
 
From KPIs to dashboards
From KPIs to dashboardsFrom KPIs to dashboards
From KPIs to dashboardsAni Lopez
 
Improving SEO with analytics
Improving SEO with analyticsImproving SEO with analytics
Improving SEO with analyticsAni Lopez
 

More from Ani Lopez (6)

Store, Extract, Transform, Load, Visualize. Untagged Conference
Store, Extract, Transform, Load, Visualize. Untagged ConferenceStore, Extract, Transform, Load, Visualize. Untagged Conference
Store, Extract, Transform, Load, Visualize. Untagged Conference
 
Advanced Analytics Implementations at EA scale
Advanced Analytics Implementations at EA scaleAdvanced Analytics Implementations at EA scale
Advanced Analytics Implementations at EA scale
 
Measurement Roadmap
Measurement RoadmapMeasurement Roadmap
Measurement Roadmap
 
Analytics for International Scenarios
Analytics for International ScenariosAnalytics for International Scenarios
Analytics for International Scenarios
 
From KPIs to dashboards
From KPIs to dashboardsFrom KPIs to dashboards
From KPIs to dashboards
 
Improving SEO with analytics
Improving SEO with analyticsImproving SEO with analytics
Improving SEO with analytics
 

Recently uploaded

5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!
5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!
5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!XfilesPro
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...shaiyuvasv
 
Dissecting Real-World Database Performance Dilemmas
Dissecting Real-World Database Performance DilemmasDissecting Real-World Database Performance Dilemmas
Dissecting Real-World Database Performance DilemmasScyllaDB
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfIsidro Navarro
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Daniel Toomey
 
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfTete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfDomotica daVinci
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!KivenRaySarsaba
 
Introduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxIntroduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxBrandon Minnick, MBA
 
GDSC MMCOE - ML Campaign
GDSC MMCOE - ML CampaignGDSC MMCOE - ML Campaign
GDSC MMCOE - ML CampaignLavesh Akhadkar
 
Bluetooth Low Energy(BLE) and beacons working
Bluetooth Low Energy(BLE) and beacons workingBluetooth Low Energy(BLE) and beacons working
Bluetooth Low Energy(BLE) and beacons workingshrey Ansh
 
CIRCLE geometry lesson 2nd quarter grade 10
CIRCLE geometry lesson 2nd quarter  grade 10CIRCLE geometry lesson 2nd quarter  grade 10
CIRCLE geometry lesson 2nd quarter grade 10RicFernandez4
 
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdf
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdfZ-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdf
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdfDomotica daVinci
 
A Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyA Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyKumar Bipin
 
Curtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfCurtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfDomotica daVinci
 
zigbee motion sensor user manual NAS-PD07B2.pdf
zigbee motion sensor user manual NAS-PD07B2.pdfzigbee motion sensor user manual NAS-PD07B2.pdf
zigbee motion sensor user manual NAS-PD07B2.pdfDomotica daVinci
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupMemory Fabric Forum
 
Traffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxTraffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxharimaxwell0712
 
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Raphaël PINSON
 

Recently uploaded (20)

5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!
5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!
5 Things You Shouldn’t Do at Salesforce World Tour Sydney 2024!
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
 
Dissecting Real-World Database Performance Dilemmas
Dissecting Real-World Database Performance DilemmasDissecting Real-World Database Performance Dilemmas
Dissecting Real-World Database Performance Dilemmas
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdf
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024
 
COE AI Lab Universities
COE AI Lab UniversitiesCOE AI Lab Universities
COE AI Lab Universities
 
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfTete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!
 
Introduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptxIntroduction to Serverless with AWS Lambda in C#.pptx
Introduction to Serverless with AWS Lambda in C#.pptx
 
GDSC MMCOE - ML Campaign
GDSC MMCOE - ML CampaignGDSC MMCOE - ML Campaign
GDSC MMCOE - ML Campaign
 
Bluetooth Low Energy(BLE) and beacons working
Bluetooth Low Energy(BLE) and beacons workingBluetooth Low Energy(BLE) and beacons working
Bluetooth Low Energy(BLE) and beacons working
 
CIRCLE geometry lesson 2nd quarter grade 10
CIRCLE geometry lesson 2nd quarter  grade 10CIRCLE geometry lesson 2nd quarter  grade 10
CIRCLE geometry lesson 2nd quarter grade 10
 
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdf
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdfZ-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdf
Z-Wave Fan coil Thermostat Heltun_HE-HT01_User_Manual.pdf
 
A Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyA Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car Technology
 
Curtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfCurtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdf
 
zigbee motion sensor user manual NAS-PD07B2.pdf
zigbee motion sensor user manual NAS-PD07B2.pdfzigbee motion sensor user manual NAS-PD07B2.pdf
zigbee motion sensor user manual NAS-PD07B2.pdf
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product Lineup
 
Traffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxTraffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptx
 
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
 
5 Tech Trend to Notice in ESG Landscape- 47Billion
5 Tech Trend to Notice in ESG Landscape- 47Billion5 Tech Trend to Notice in ESG Landscape- 47Billion
5 Tech Trend to Notice in ESG Landscape- 47Billion
 

SEO for international multilingual projects

  • 1. seo for multicountry multilanguage projects
  • 2. seo for multicountry multilanguage projects ANI LOPEZ SEO Consultant Web project manager Web developer 10 years experience in projects for Europe, Latin America, and now living in Canada http://dynamical.biz/blog/ http://twitter.com/anilopez http://www.linkedin.com/in/anilopez
  • 3. seo for multicountry multilanguage projects INDEX 1. International, some facts 2. Cultural aspects 3. Technical SEO 4. Content optimization 5. Link building 6. Web analytics
  • 4. seo for multicountry multilanguage projects 1 INTERNATIONAL, SOME FACTS language Queries on Google submitted in languages other than English went from: • less than 30% in 2002 • to more than 50% now More than 1/3 of such queries are submitted in a non-English European language
  • 5. seo for multicountry multilanguage projects 1 INTERNATIONAL, SOME FACTS e-commerce Online retail sales in Europe: Likely to grow 19.6% to 172€ billion in 2010 following 22% growth last year Visitors to a site with content in their language: • more than 4 times as likely to buy • spend twice as long on the page
  • 6. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS Targeting countries abroad? It is quite a lot of time, effort and money to invest. No company decides to target a market by random reasons or no reasons at all To avoid shooting yourself in the foot right from the start, get to know the cultural aspects of the markets to target
  • 7. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS avoid clichés Brazil = happy girls?
  • 8. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS avoid clichés Argentina = happy girl(s) + football?
  • 9. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS avoid clichés destination guides had pics of bullfights to represent Spain : (
  • 10. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS avoid clichés Dear : Is 'red light district' representing Amsterdam? (They got the irony)
  • 11. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS differences for fun Canada / Hockey Spain / Football What situations would result in riots after a game?
  • 12. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS differences for fun Canada Spain when your team loses when your team wins * thanks Brian Katz & Neal McGann, my hockey advisors
  • 13. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS flags of Spain Canadian epic fails! Capers store Vancouver Republicofbacon.com during Olympic games Campaign
  • 14. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS different habits in Europe How regional context may influence your strategy In Mediterranean counties Internet use is driven more by social factors than anything else, where Nordic countries rely on the internet for more pragmatic, functional purposes.
  • 15. seo for multicountry multilanguage projects 2 CULTURAL ASPECTS different habits in Europe How local habits may influence your strategy. Online shoppers prefer to fill their online carts: • Spanish between 12 and 1pm • Germans and Italians between 2 and 4pm • Danish shop from 5 to 6pm • French shopping activities from 6 to 10pm • British shopping hours around 8pm • Swedes follow around 9pm
  • 16. seo for multicountry multilanguage projects 2 TECHNICAL SEO domains, directories and subdomains Continental / regional Top Level Domains like .eu .asia • Not related to specific countries • Europa is not a uniform cultural entity Useless from SEO perspective
  • 17. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Common situations: • one country, several languages • one language, several countries How can we do it? • main domain and subdirectories per language? • main domain and directories per language? • domains by country?
  • 18. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Best option domains by country • mycompany.com US • mycompany.fr France • mycompany.de Germany but it is the most expensive: • technical resurces required • complicated to manage and coordinate • one CMS for all or one per domain?
  • 19. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Second option directories by country/language • mycompany.com US • mycompany.com/fr/ France • mycompany.com/de/ Germany One language, several countries • mycompany.com/es/ Spain • mycompany.com/es-ar/ Argentina • mycompany.com/es-mx/ Mexico
  • 20. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Directories by country/language One country, several languages • mycompany.com/es/ Spain generic • mycompany.com/es-eu/ Spain / Basc • mycompany.com/es-gl/ Spain / Galician • mycompany.com/es-ca/ Spain / Catalan
  • 21. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Directories by country/language • cheaper: less technical resources required • simple to manage and coordinate • directories contribute to increase the general relevancy of domain and inherit its relevancy Follow ISO 639-1 two letter codes • OK /es/ • KO /spa/ /spain/
  • 22. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Worst option subdomains by country • Search Engines consider subdomains almost a completely different entity than their domain • they don’t inherit most of the domain's relevancy • contribute poorly to increase the domain's relevancy
  • 23. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual, directories and subdomains Example: Apple directories by country OK KO * example courtesy of Aaron Bradley @aaranged
  • 24. seo for multicountry multilanguage projects 3 TECHNICAL SEO multicountry multilingual handling Are IPs by country important? Not actually (and expensive) Country TLD's automatically associated to country Webmastertools help directories-by-country sites to be associate with countries
  • 25. seo for multicountry multilanguage projects 3 TECHNICAL SEO multicountry multilingual handling
  • 26. seo for multicountry multilanguage projects 3 TECHNICAL SEO multicountry multilingual handling IPs are not so important if options at Webmastertools are properly set Example: Site ranks #1 in Google.pt although hosted (IP) in Canada Option 'Pages from Portugal' checked
  • 27. seo for multicountry multilanguage projects 3 TECHNICAL SEO multicountry multilingual handling Add xml sitemaps by subdirectory/country
  • 28. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual handling Do not mix languages in same page / directory
  • 29. seo for multicountry multilanguage projects KO!
  • 30. seo for multicountry multilanguage projects 3 TECHNICAL SEO multilingual handling Search Engines are great at detecting languages Metatags for language definition are useless <meta http-equiv="content-language" content="en"> If used, do it right <html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" lang="en"> Indicate the right charset right after <head> <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" />
  • 31. seo for multicountry multilanguage projects 3 TECHNICAL SEO multicountry multilingual handling Entrance page for selecting language or country is a bad idea, don't make me click / think. Country (IP) / language (browser) auto detection + redirect to right content is the best option using cookies to store user preferences Do it serverside with proper redirections Double check indexability in all web site or sites
  • 32. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON Google translate is great tool but it is the worst idea to translate content for sites What if one language is used in several countries? • Spanish is official in 21 countries • German spoken in 7 countries including Italy • Portuguese total native speakers 210 millions Brazil 192 millions, Portugal 10.7 millions Localization is the solution
  • 33. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization Same concept, different words by country but in the same language Spanish • English wholesale • Castillian venta al por mayor • Argentinian venta mayorista • Mexican mayoreo
  • 34. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization
  • 35. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization Portuguese • English train • Brazilian trem • Portuguese comboio Sometimes it is just a character difference • Brazilian correção • Portuguese correcção
  • 36. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization
  • 37. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization Domains Company about 'sports' and 'football' bought these domains: • sportsfootball.co.uk • sportsfootball.de • sportsfootball.es • sportsfootball.it FAIL! Why?
  • 38. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON language localization • sportsfootball.co.uk sportsfussball.de OK! • • sportsfutbol.es • sportscalcio.it Average web search according to Google Insights DE football 8 fussball 27 ES football 5 futbol 61 IT football 5 calcio 68
  • 39. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON content strategy Amount of content in different languages Question from client: How much content does a user expect in their own language (Spanish), before they'll respond in some way knowing that our primary business is English based? Answer: Add all the possible content in Spanish till your site ranks great for this language in Spain and traffic converts as good as English (applicable for any other language / country)
  • 40. seo for multicountry multilanguage projects 4 CONTENT OPTIMIZATON content strategy Parallel content structure for all languages? • Yes, at the beginning • Then discover (with the knowledge of their culture and habits + web analytics) what content fits best for every country and adapt it for better rankings and conversions
  • 41. seo for multicountry multilanguage projects 5 LINK BUILDING Coherence in your link building strategy Links pointing from each country to its related directory or domain • company.com/es/ ← Links from Spain • company.com/es-ar/ ← Links from Argentina • company.com/es-cl/ ← Links from Chile Appropriated localized anchor texts in links
  • 42. seo for multicountry multilanguage projects 5 LINK BUILDING “venta al por mayor” comp.com/es/ comp.com/es-ar/ “venta mayorista”
  • 43. seo for multicountry multilanguage projects 6 WEB ANALYTICS Global data is nice but useless Segmentation is crucial to guess what is happening in every country targeted Actions taken based on non-segmented data and not taking into consideration local culture or habits have high probabilities to fail
  • 44. seo for multicountry multilanguage projects 6 WEB ANALYTICS Advanced Segments combining language and region / country shows how effective your SEO is
  • 45. seo for multicountry multilanguage projects 6 WEB ANALYTICS Example: Company having sites for Spain and Latin American countries (domain by country). Spain's site: How much traffic not coming from Spain? (Latin America or else where) 21.65%!!!
  • 46. seo for multicountry multilanguage projects Thanks Ani López SEO Consultant info@dynamical.biz I want to thank the following: Jose Uzcategui for the opportunity to present at Vancouver SEM Meetup Brian Trepanier, Kent Clark and Dave Eckman for grammar corrections Guilian 'SEOmoz Mom' Muessig for moral support and advice Gonzalo Arrabal multilingual content optimization advice Aaron Bradley for moral and technical support (beer) Brain Katz for Google Analytics advice
  • 47. seo for multicountry multilanguage projects The content of this presentation is under Creative Commons Copyleft License Attribution, Share Alike 2.5 Canada http://creativecommons.org/licenses/by-sa/2.5/ca/ You are free: • to Share: to copy, distribute and transmit the work • to Remix: to adapt the work Under the following conditions: • Attribution: You must attribute the work in the manner specified by the author* or licensor (but not in any way that suggests that they endorse you or your use of the work) • Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one *a link to http://dynamical.biz/blog/ would be great Ani López SEO Consultant