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International seo, Gobal Search Engine Optimization

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International SEO explained. Learn how to make your website relevant to a worldwide audience or target a specific country.

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International seo, Gobal Search Engine Optimization

  1. 1. International Search Engine Marketing Brian Bluff President & Co-Founder Site-Seeker, Inc. @BrianBrian brianbluff@site-seeker.com 315.732.9281 x 11www.site-seeker.com © 2010 Site-Seeker, Inc.
  2. 2. 28% •  70% of all Searches are NOT in Englishwww.site-seeker.com © 2010 Site-Seeker, Inc.
  3. 3. Google Captures 85% of All Searches Worldwide % Global Market Share 0.42 0.63 3.11 0.2 3.52 5.38 Google Yahoo Baidu Bing Ask AOL Other 85.75 Competition in: China, Russia, Japan, Koreawww.site-seeker.com © 2010 Site-Seeker, Inc.
  4. 4. www.site-seeker.com © 2010 Site-Seeker, Inc.
  5. 5. SEO: What does it take to rank (organically)? Relevance •  Title tag •  Keywords and description •  H tags •  Content •  Alt tagswww.site-seeker.com © 2010 Site-Seeker, Inc.
  6. 6. SEO: What does it take to rank (organically)? Credibility •  Authority (PageRank) •  Incoming links are votes of confidence •  Links from related pages or sites •  Related anchor textwww.site-seeker.com © 2010 Site-Seeker, Inc.
  7. 7. SEO: What does it take to rank (organically)? Credibility •  Social Signals (Author / Human/Social Authority) •  Twitter – authoritative people lend their authority to pages they tweet •  ReTweets are the new links •  Facebook ? •  LinkedIn ?www.site-seeker.com © 2010 Site-Seeker, Inc.
  8. 8. Importance of Keyword Research•  First step to positioning your website in the path of prospects•  Facilitates content developmenthttps://adwords.google.com/select/ KeywordToolExternalwww.site-seeker.com © 2010 Site-Seeker, Inc.
  9. 9. What is the World-Wide Opportunity (Search Volume) for your Products (Keywords)?www.site-seeker.com www.google.com/landing/exporttool/ © 2010 Site-Seeker, Inc.
  10. 10. Geotarget Your Website Strong Signal •  ccTLD or •  gTLD - Webmaster Tools o Subdirectory: www.yoursite.com/au/ o Subdomain: au.yoursite.com Weaker But Important Signals •  Server location •  Addresses and phone numbers •  Language •  Currency •  Local links •  Local search engine business listingswww.site-seeker.com © 2010 Site-Seeker, Inc.
  11. 11. www.site-seeker.com © 2010 Site-Seeker, Inc.
  12. 12. Avoiding Localization Mistakes • Plan • Single point of control • Local flexibility • Don’t use free/cheap translation services • Get smart to searchwww.site-seeker.com © 2010 Site-Seeker, Inc.
  13. 13. Technical Challenges • Managing domain/URL plan and hosting platforms • Indexation issues • Right to left scripts and double byte character sets • Duplicate content • Tools built in a single language • Automation of SEO elements • Multiple search engineswww.site-seeker.com © 2010 Site-Seeker, Inc.
  14. 14. © 2009 Site-Seeker, Inc.www.site-seeker.com © 2010 Site-Seeker, Inc.
  15. 15. © 2009 Site-Seeker, Inc. Finland Swedenwww.site-seeker.com Norway © 2010 Site-Seeker, Inc.
  16. 16. Keys to Successful Search Engine Marketing •  Single point of control •  Multiple points of input •  Unified Design/Brand •  Single CMS/platform •  Own site(s) linking strategywww.site-seeker.com © 2010 Site-Seeker, Inc.
  17. 17. Keys to Successful Search Engine Marketing •  Define the opportunity •  Develop a plan – vision, key metrics, strategies, action plans •  Avoid short cuts •  Build and train a team knowledgeable about search •  Integrate SEO into platform and content development process •  Understand local regulatory and cultural issueswww.site-seeker.com © 2010 Site-Seeker, Inc.
  18. 18. Thank You! Brian Bluff President & Co-Founder Site-Seeker, Inc. @BrianBrian brianbluff@site-seeker.comwww.site-seeker.com © 2010 Site-Seeker, Inc.

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