Big Global Website SEO

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My deck from Pubcon 2012

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  • 10/17/12 23:26 © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • Big Global Website SEO

    1. (Big) Global Website SEO Chris Moore Senior Program Manager Microsoft Corporation chrismdotcom
    2. Image by rwp-roger
    3. Image by davidnezell
    4. Chris Moore ( chrismdotcom)10 years @ SEO team Manager for MSDN/Technet2011 SEO for Support.microsoft.com2008 Outsource localization manager2005 Website developer/manager2002
    5. (Big) Global Website SEO• Localization model for big websites• SEO and localization• 3 SEO starting points chrismdotcom
    6. Localization model for big websites Tier 1 Manual Languages translation Tier 1 Machine Languages translated Manual translation English Additional local Content only content Tier 2 Tier 2 Languages Languages Tier 2 Languages chrismdotcom
    7. SEO and localization  SEO guidelines  SEO training  SEO reports Tier 1 Languages Tier 1 Languages Leili English Redmond SEO expert Content Tier 2 Tier 2 Languages Languages Tier 2 Languages chrismdotcom
    8. SEO and Localization Me? Aldo parli italiano... Italian marketing Er... manager I can speak Italian, but how do I No know what to look for to improve SEO? SEO Opportunities? SEO Leili Redmond SEO expert SEO? Translate & SEO Hmm, it’s goingSEO? Lisa to add costs!Hmm, OK, but Englishmake it quick Content Andreand easy for me Writer Italian translator chrismdotcom
    9. Our content SEO starting points… Optimize New Content 1 “I am about to publish/translate a new page, what should I do to make sure it’s optimized?” Optimize Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” Optimize a set of search strings 3 “I want to make sure customers get relevant search results for Windows 8 app store programming search strings” chrismdotcom
    10. Our content SEO starting points… Optimize New Content 1 “I am about to publish/translate a new page, what should I do to make sure it’s optimized?” Optimize Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” Optimize a set of search strings 3 “I want to make sure customers get relevant search results for Windows 8 development search strings” chrismdotcom
    11. Newly Published Content 1 “I am about to publish a new page, what should I do to make sure it’s optimized?” SEO ChecklistSEO?Hmm, OK, but Lisamake it quick English Content •Simple/fast learning timeand easy for me Writer •Only focus on essentials SEO? Hmm, it’s going •Minimize the length of each SEO task to add costs! Andre •Applied to all English and localized Italian translator content chrismdotcom
    12. Newly Published Content 1 “I am about to publish a new page, what should I do to make sure it’s optimized?” SEO ChecklistSEO?Hmm, OK, but Lisa English  MINIMAL search string researchmake it quick Contentand easy for me Writer  Titles < 70 chars  Using one H1 heading  Do not stuff keywords  Meta description < 155 chars SEO? Hmm, it’s going  Use alt text on images to add costs!  Clear single topic per page Andre  Link from related content Italian  Promote in social media translator chrismdotcom
    13. Newly Published Content1 “I am about to publish a new page, what should I do to make sure it’s optimized?” SEO Checklist Good enough for 80% of our content… …BUT what about the rest? chrismdotcom
    14. Our content SEO starting points… Optimize New Content 1 “I am about to publish/translate a new page, what should I do to make sure it’s optimized?” Optimize Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” Optimize a set of search strings 3 “I want to make sure customers get relevant search results for Windows 8 development search strings” chrismdotcom
    15. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” Aldo Italian marketing manager I can speak Italian, but how do I know what to look for to improve SEO? chrismdotcom
    16. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” juxtapose    “to place close together or side by side, especially for comparison or contrast.” http://dictionary.reference.com/browse/juxtapose chrismdotcom
    17. Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities”Referrals for different pages juxtaposed chrismdotcom
    18. Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities”Referrals for each region juxtaposed The Italian version is not growing at the same rapid pace as the other regions chrismdotcom
    19. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities”Google vs. local search engine Juxtaposed Search referrals for a set of Russian pages • Different search engines rank using different factors • Anomalies in the share of traffic may represent an opportunity
    20. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities”Google vs. local search engine Juxtapose Google Yandex
    21. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities”Google vs. local search engine Juxtapose • Competitive analysis • Content updates? • Manually translate instead of machine? • Update Translation memories? • Link building? chrismdotcom
    22. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” chrismdotcom
    23. Existing Content2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” http://chrism.com/pubcon …for more info and example Excel file downloads chrismdotcom
    24. Our content SEO starting points… Optimize New Content 1 “I am about to publish/translate a new page, what should I do to make sure it’s optimized?” Optimize Existing Content 2 “I have already published some content over the past month and I want to find content gaps or optimization opportunities” Optimize a set of search strings 3 “I want to make sure customers get relevant search results for Windows 8 development search strings” chrismdotcom
    25. Optimize a set of search strings3 “I want to make sure customers get relevant search results for Windows 8 development search strings”Italian SEO is…SEOBrainstorm keywords, search string research, competitive Leili analysis , content optimization, linking Redmond SEO expert  Local language speaker  SEO/keyword research expertise  Adwords (or specific keyword research tool)  Use local forums, social media, Q&A, etc…  Local link building chrismdotcom
    26. chrismdotcomhttp://www.chrism.com/pubcon

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