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International Linkbuilding - International Search Summit Munich 2012

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Covering aspects of internationl linkbuilding related issues including stuff like TLD usage, strategies & more.

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International Linkbuilding - International Search Summit Munich 2012

  1. 1. International Linkbuilding The International Seach Summit, Munich March 2012 Bastian Grimm, CEO & Founder, Grimm Digital
  2. 2. About me Background: PHP & Java – Developing CMS, Shops & Forums – Wazap! Game Search Engine Online Marketing since 2004 – We do: SEO strategy consulting, in- house trainings, WordPress SEO and intl. link-building campaigns Links, Links, Links…need some? As well as… 2
  3. 3. Get the slide deck… http://gdig.de/iss12 3
  4. 4. Local? Global!
  5. 5. Let’s talk about:Link Characteristics
  6. 6. #1 Domainname Domainname:  Country specific top-level domain (ccTLD)  Example: de, fr, dk  Geo-targeted by default Geo-Targeting Google-style: http://gdig.de/iss03 9
  7. 7. #1 Domainname Domainname:  Generic top-level domain (gTLD)  Example: com, net, info  Non geo-targeted (no pre-selection made) Worth reading: http://gdig.de/iss02 10
  8. 8. #2 Webmaster Tools GWT Settings:  Hand-set a custom geo-target per (sub-) domain / path.  What you need to know: Invisible from outside of GWT! https://www.google.com/webmasters/tools/siteoverview 11
  9. 9. #3 Location IP address:  By “tracing” back, it resolves to approx. geographical target  In addition: Reverse DNS & DNS Geo-Extension 12
  10. 10. Get it now: WorldIP Firefox Plug-In providing all geo- related details at-a-glance: – Hostnames & IP-addresses – Cities & countries – Reverse DNS, hosting providers, datacenters, etc. Get it here: http://gdig.de/iss01 13
  11. 11. #4 Language Language parameters: 1. Language of anchor text 2. Language of surrounding content 14
  12. 12. #5 Language Meta Tag The Meta Language Tag: – <meta name="language" content="fr" /> Country & language combined: – <meta name="language" scheme="rfc1766" content="fr-BE" /> RFC 1766 – Allows setting-up advanced language targeting parameters like: „language-REGION“ – Main goal: Targeting country & language with proper accent settings. 15
  13. 13. OMCap 2011 - Online Marketing Konferenz Berlin13.10.2011 Bastian Grimm, Grimm Digital – International Linkbuilding 16
  14. 14. #5 Language Meta Tag Taken from: http://gdig.de/iss04 17
  15. 15. #5 Language Meta Tag “We generally do not use the language and country meta tags.” John Mueller, Webmaster Trends Analyst, Google 18
  16. 16. But there are some others… China / Baidu (~65%) South Korea / Naver (~62%) Russia / Yandex (~60%) Czech Republic / Seznam (~50%) USA / Bing & Yahoo! (~30%) Middle-East / Ayna 19
  17. 17. #6 Inbound Link Profile 20
  18. 18. your search query Just Google it!  Check if „link-giving“ domain & page does rank in within target country!
  19. 19. Let’s have a look at some data:Top-10 Rankings for “Poker”
  20. 20. #1 Anchortext Distribution: US
  21. 21. #1 Anchortext Distribution: IT
  22. 22. #1 Anchortext Distribution: ?
  23. 23. #1 Anchortext Distribution: DE
  24. 24. #1 Anchortext Distribution: DK
  25. 25. #1 Anchortext Distribution: GR
  26. 26. #1 Anchortext Distribution: ES
  27. 27. #2 Anchortext Distribution Comparison> percentage of gambling related anchor-texts vs. brand vs. untargeted ones US: 30% IT: 23% DE: 76% DK: 33% GR: 22% ES: 45%
  28. 28. So, what % ofkeyword linksdo we need?
  29. 29. The most-popular answer in SEO: „It depends…!“
  30. 30. Why not looking at your competitors…? Performance benchmark vs. top-3/5/10Because: If those sites do rank where they rank, they‘re probably doing something right… don‘t they?
  31. 31. Don‘t get greedy:Anchortext links are great, but too many of those will get you hurt! Bastian Grimm, Grimm Digital – International Linkbuilding
  32. 32. #3 Topical Distribution Comparison> percentage of links from gambling related websites vs. off-topic links US: 57% IT: 18% DE: 68% DK: 36% GR: 32% ES: 53%
  33. 33. #4 Link-Type Distribution Comparison> comparing different website types: Links from blogs, forums, directories, etc.
  34. 34. Markets & methods differ…You need to understand each of them, individually!
  35. 35. Markets & methods differ #1Social platforms… …are still HUGE in the United States and provide good link opportunities. …don’t provide any value in Germany – only few exist & have very, very little traffic. 38
  36. 36. Markets & methods differ #2Article directories… …are just STONE-DEAD in Germany …do work well in France …don’t really exist in Poland 39
  37. 37. Markets & methods differ #3Pricing Links are – depending on quality – very cheap in Russia or Poland But REALLY expensive in the Netherlands And: It’s completely different values for same money (crappy footer links vs. pre-sell pages) 41
  38. 38. What you need to do:I. Think local (but don’t forget the big picture!)II. Built up per-market specific knowledgeIII. Hire locals to do market specific tasksIV. Consider, that I. budgets & prices will differ II. values & quality being delivered will differ III. impact of methods & results will differV. Learn and repeat…! 42
  39. 39. OMCap 2011 - Online Marketing Konferenz Berlin That’s it! …13.10.2011 Wait, still not enough? Bastian Grimm, Grimm Digital – International Linkbuilding 43
  40. 40. Thank you! Questions? mail@grimm-digital.com twitter.com/basgr linkedin.com/in/bastiangrimm facebook.com/grimm.digital Bastian Grimm, CEO & Founder, Grimm Digital

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