Slide share international domain strategy strategy aug 19th

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We discuss international domain strategy strategies that can be employed by growing companies. We review the different options open to companies. For each domain option strategy, we've reviewed the advantages and disadvantages of each approach.

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Slide share international domain strategy strategy aug 19th

  1. 1. All Rights Reserved CAYENNERED SEO International URL & Domain Options
  2. 2. CAYENNERED All Rights Reserved CAYENNERED
  3. 3. CAYENNERED All Rights Reserved CAYENNERED • By Duncan Cumming Owner, Cayenne Red
  4. 4. About CAYENNERED All Rights Reserved CAYENNERED • CAYENNE is a web consultancy that makes a difference to your business • We are results driven • We believe in total commitment • We have extensive experience in driving sales performance online & offline • We deliver improvements to your business
  5. 5. Domain Strategy • Dependent on growth and objectives of the business • URL strategy must be aligned to business requirements All Rights Reserved CAYENNERED
  6. 6. Key Business Questions influencing the Domain Strategy • What will the business look like over the next few years? – International Expansion? – Product portfolio mix – Business sales and acquisition strategy – Technology infrastructure – Management of content – centralised or de- centralised? All Rights Reserved CAYENNERED
  7. 7. 5 Considered Options • Multiple Domain • Sub Domain • Sub Directory or folder • Top Level Domain • Microsites All Rights Reserved CAYENNERED
  8. 8. Multiple Domain • www.mydomain.com • www.mydifferentdomain.com • www.mynewdomain.com Each Website can be sold as an asset Cost Associated with managing multiple URL’s Management of Brand equity All Rights Reserved CAYENNERED
  9. 9. Sub Domain • www.uk.mydomain.com • www.de.mydomain.com • www.fr.mydomain.com Easier to de-centralise content control and updates. Sub domains do not pass on page rank, trust or authority Sub Domains cannot be sold as a separate entity Good Brand Association Each domain has its own “focus” All Rights Reserved CAYENNERED
  10. 10. Sub Directory • www. mydomain.com./uk • www.mydomain.com/de • www.mydomain.com/fr Easier to centralise the management across multiple directories Sub Directories pass on page rank, trust or authority Good Brand Association Sub Directories cannot be sold as a separate entity All Rights Reserved CAYENNERED
  11. 11. Microsites • www. mydomain-football.com • www.mydomain-f1.com • www.mydomain-rugby.com Can be tailored towards specific markets Offer quick fix solution Cost and management implications Separated from brand Microsite’s cannot be sold as a separate entity All Rights Reserved CAYENNERED
  12. 12. Top Level Domain • www. mydomain.com • www.mydomain.de • www.mydomain.fr Standard for International Operations Provides National Focus that feels unique to the native user Considerable Cost associated with building our TLD - local content, knowledge, experts Removes the worry of duplicate content TLD’s cannot be sold as a separate entity All Rights Reserved CAYENNERED
  13. 13. Domain Strategy • Define business direction – How will the business evolve? • Develop appropriate domain strategy supporting business requirements • Technology infrastructure must allow for flexibility to grow and adapt the domain strategy All Rights Reserved CAYENNERED
  14. 14. CAYENNERED All Rights Reserved CAYENNERED

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