Jennifer Grappone      @jengrapponeInternational SEO: Best Practices     Gravity Search Marketing
International SEO: Best Practices                             Jennifer Grappone                     Partner, Gravity Searc...
What is International SEO?        Site Hierarchy       Natural translations        Language Signals     Cultural appropria...
International SEO Goals:Language & Geographical Targeting• Search Engines clearly understand which  language(s) your site ...
International SEO Market Source: Karmasnack.com                          http://gs.statcounter.com/
Multilingual/Multiregional Search Results
Multilingual/Multiregional Search Results                 Google.com
Multilingual/Multiregional Search Results     Google.co.uk          Google.fr
Multilingual/Multiregional Search Results               Google.com
Multilingual/Multiregional Search Results                             Language of                             Query       ...
Site HierarchyFictional Example: a movie website for the newblockbuster, “The Zombit”US sitethezombit.com
Site Hierarchy        ccTLDs, subdirectories, or subdomains?
Site Hierarchy:ccTLD vs Subfolder vs Subdomain thezombit.com   lezombit.fr        ilzombit.it        elzombit.es          ...
Site Hierarchy:ccTLD vs Subfolder vs Subdomain                        ccTLD         Subdomain          Subdirectory       ...
Site Hierarchy:Geotargetable Domains      ccTLD          gTLD*       .mx           .com       .de            .org        ....
Site Hierarchy:Geotargetable Domains      ccTLD          gTLD*          gccTLD*       .mx           .com             .me  ...
Site Hierarchy:Discoverability  • Do provide search-engine-followable links between    translated versions of each page  •...
Site Hierarchy:Discoverability  • Googlebot crawls from    the US, so don’t block    US visitors from seeing    content th...
Language Signals           Strongest signal: visible content
Language Signals:Do Not Mix LanguagesDon’t confuse the bot!Anything that is both human-readable and search-enginereadable ...
Language Signals:Weak Signals  • Language declaration tags:    <meta http-equiv="content-language" content="en-gb" >     d...
Language Signals:Quality  • No auto-translations!  • If you must auto-translate, use robots.txt to prevent    Google from ...
Location Targeting
How Does Google Determine LocationTargeting?  • ccTLDs send the strongest signal  • Server location may or may not influen...
How Does Google Determine LocationTargeting? Webmaster Tools Settings  Not for use with ccTLDs, or if your site is targeti...
How Does Google Determine LocationTargeting? On-Page  Google may be influenced by certain localized elements  within the v...
How Does Google Determine LocationTargeting? Off-Page• Links from local sites• Google+ Local
Duplicate Content  Translated pages do not pose duplicate content risks
Duplicate Content  Multiple pages targeting the same language for  different regions are typically not at risk for duplica...
Hreflang AnnotationsThese are annotations that send signals to Google about thetargeting of a set of pages.<link rel="alte...
Hreflang Annotations     hreflang=“en-au”                       Language   Region           Language: ISO 639 format      ...
Hreflang AnnotationsOption 1: In the <head> section          Option 2: Sitemapof the page:<link rel="alternate" hreflang="...
Targeting Multiple LocationsWith One Language
Targeting Multiple LocationsWith One Language<link rel="alternate" hreflang="en" href="http://www.thezombit.com/" /><link ...
Targeting Multiple LocationsWith One Language                 Google.mx
Resources: Browsing Like A Local     tunnelbear.com (UK)   trustedproxies.com
Resources:Is Your Proxy Working?
Resources: Search Engines & DomainsList of Google Regional Search Engineshttp://en.wikipedia.org/wiki/List_of_Google_domai...
Resources: ISO CodesLanguage: ISO 639http://en.wikipedia.org/wiki/List_of_ISO_639-1_codesRegion: ISO 3166http://en.wikiped...
Thank you!             Questions? Feedback?                 @jengrappone             www.yourseoplan.com
Upcoming SlideShare
Loading in …5
×

International SEO Best Practices

2,166 views

Published on

Multinational SEO requires a significantly different mindset and toolset than US-only SEO. This session provides best practices for structural and on-page considerations.

-Sending the right signals to the search engines - what matters most?
-Structural/technical best practices.
-Tools for multinational SEO.
-Case Studies.
-Content translation considerations

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,166
On SlideShare
0
From Embeds
0
Number of Embeds
61
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Translate “the” in CCTLD Il El Le and movie posters
  • Translate “the” in CCTLD Il El Le and movie posters
  • Transition?
  • Transition?
  • IP Address/Browser LanguageRedirecting based on cookies after the first visit is fine
  • Improve auto translation example
  • Some ccTLDs are treated as generic TLDs by Google for example(.com, .tv, .fm)
  • International SEO Best Practices

    1. 1. Jennifer Grappone @jengrapponeInternational SEO: Best Practices Gravity Search Marketing
    2. 2. International SEO: Best Practices Jennifer Grappone Partner, Gravity Search Marketing LLC Los Angeles and San Francisco, CA Co-author, Search Engine Optimization: An Hour a Day (Wiley, 2011) www.yourseoplan.com Twitter: @jengrappone, @gradiva
    3. 3. What is International SEO? Site Hierarchy Natural translations Language Signals Cultural appropriateness Location Signals Compelling message Being Visible to the Resonating with Your Right Audience Audience
    4. 4. International SEO Goals:Language & Geographical Targeting• Search Engines clearly understand which language(s) your site is written in• Search engines display your site’s pages to searchers in the appropriate region(s)
    5. 5. International SEO Market Source: Karmasnack.com http://gs.statcounter.com/
    6. 6. Multilingual/Multiregional Search Results
    7. 7. Multilingual/Multiregional Search Results Google.com
    8. 8. Multilingual/Multiregional Search Results Google.co.uk Google.fr
    9. 9. Multilingual/Multiregional Search Results Google.com
    10. 10. Multilingual/Multiregional Search Results Language of Query Location of Website Language of WebsiteLocation ofSearcher Google.com
    11. 11. Site HierarchyFictional Example: a movie website for the newblockbuster, “The Zombit”US sitethezombit.com
    12. 12. Site Hierarchy ccTLDs, subdirectories, or subdomains?
    13. 13. Site Hierarchy:ccTLD vs Subfolder vs Subdomain thezombit.com lezombit.fr ilzombit.it elzombit.es thezombit.com/fr thezombit.com/it thezombit.com/es fr.thezombit.com it.thezombit.com es.thezombit.com
    14. 14. Site Hierarchy:ccTLD vs Subfolder vs Subdomain ccTLD Subdomain Subdirectory lezombit.fr fr.thezombit.com thezombit.com/frStrong geotargetingsignal for search ✔enginesMay be moreappealing to ✔searchersEasy to maintain ✔ ✔Easy to shareauthority between ? ✔versionsPossible to hostdifferent versions on ✔ ✔different servers
    15. 15. Site Hierarchy:Geotargetable Domains ccTLD gTLD* .mx .com .de .org .it .info etc. etc. *Geotargetable in Google Webmaster Tools
    16. 16. Site Hierarchy:Geotargetable Domains ccTLD gTLD* gccTLD* .mx .com .me .de .org .tv .it .info .fm etc. etc. etc. *Geotargetable in Google Webmaster Tools
    17. 17. Site Hierarchy:Discoverability • Do provide search-engine-followable links between translated versions of each page • (Usability) Do allow users the opportunity to navigate to a page containing a different language
    18. 18. Site Hierarchy:Discoverability • Googlebot crawls from the US, so don’t block US visitors from seeing content that you want Google to find • Don’t automatically redirect users based on their perceived language
    19. 19. Language Signals Strongest signal: visible content
    20. 20. Language Signals:Do Not Mix LanguagesDon’t confuse the bot!Anything that is both human-readable and search-enginereadable on your page should be presented in the targetlanguage
    21. 21. Language Signals:Weak Signals • Language declaration tags: <meta http-equiv="content-language" content="en-gb" > don’t influence Google, but are used by Bing • Clues in URLs (thezombit.com/fr) don’t influence Google • hreflang annotations send signals (suggestion, not directive)
    22. 22. Language Signals:Quality • No auto-translations! • If you must auto-translate, use robots.txt to prevent Google from crawling.
    23. 23. Location Targeting
    24. 24. How Does Google Determine LocationTargeting? • ccTLDs send the strongest signal • Server location may or may not influence Google. Don’t obsess over it for geotargeting, but you may need to think about it in terms of site speed. • Text in HTML titles (“Official UK site”) doesn’t influence Google but can help orient users • hreflang annotations send signals (suggestion, not directive)
    25. 25. How Does Google Determine LocationTargeting? Webmaster Tools Settings Not for use with ccTLDs, or if your site is targeting multiple countries.
    26. 26. How Does Google Determine LocationTargeting? On-Page Google may be influenced by certain localized elements within the visible content on the page, such as: • local currency • local addresses • local phone numbers
    27. 27. How Does Google Determine LocationTargeting? Off-Page• Links from local sites• Google+ Local
    28. 28. Duplicate Content Translated pages do not pose duplicate content risks
    29. 29. Duplicate Content Multiple pages targeting the same language for different regions are typically not at risk for duplicate content worries, but it’s best to differentiate as much as possible. The Zombit: Official US Site The Zombit: Official UK Site Sure to be your favorite movie of Sure to be your favourite movie of the year! the year! In theaters January 19! In cinemas 19 January!
    30. 30. Hreflang AnnotationsThese are annotations that send signals to Google about thetargeting of a set of pages.<link rel="alternate" hreflang="en-gb" href="http://www.thezombit.com/uk" /><link rel="alternate" hreflang="en-us" href="http://www.thezombit.com/" /> “My pages are useful variations of each other, not duplicates”
    31. 31. Hreflang Annotations hreflang=“en-au” Language Region Language: ISO 639 format Region: ISO 3166 format
    32. 32. Hreflang AnnotationsOption 1: In the <head> section Option 2: Sitemapof the page:<link rel="alternate" hreflang="en-us"href="http://www.thezombit.com/" /><link rel="alternate" hreflang=“it-it"href="http://www.thezombit.com/it/" /><link rel="alternate" hreflang=“fr-fr"href="http://www.thezombit.com/fr/" /><link rel="alternate" hreflang=“es-es"href="http://www.thezombit.com/es" />
    33. 33. Targeting Multiple LocationsWith One Language
    34. 34. Targeting Multiple LocationsWith One Language<link rel="alternate" hreflang="en" href="http://www.thezombit.com/" /><link rel="alternate" hreflang=“it-it" href="http://www.thezombit.com/it/" /><link rel="alternate" hreflang=“fr-fr" href="http://www.thezombit.com/fr/" /><link rel="alternate" hreflang=“es" href="http://www.thezombit.com/es" />
    35. 35. Targeting Multiple LocationsWith One Language Google.mx
    36. 36. Resources: Browsing Like A Local tunnelbear.com (UK) trustedproxies.com
    37. 37. Resources:Is Your Proxy Working?
    38. 38. Resources: Search Engines & DomainsList of Google Regional Search Engineshttp://en.wikipedia.org/wiki/List_of_Google_domainsGoogle’s List of Geotargetable Domainshttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=1347922
    39. 39. Resources: ISO CodesLanguage: ISO 639http://en.wikipedia.org/wiki/List_of_ISO_639-1_codesRegion: ISO 3166http://en.wikipedia.org/wiki/ISO_3166-1_alpha-2
    40. 40. Thank you! Questions? Feedback? @jengrappone www.yourseoplan.com

    ×