International SEO @ International Search Summit

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Presentation on International SEO by Martin Macdonald and Annabel Hodges at International Search Summit London, Oct 2011.

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  • Technical and on-page SEO fixes ensure the visitor can now access the most relevant pages direct from the SERPsAllowed PPC brand terms to be switched off without a loss in site traffic & sales
  • International SEO @ International Search Summit

    1. 1. Annabel Hodges International SEO Director, OMD UKMartin MacDonald Head of SEO, OMD GroupINTERNATIONAL SEO
    2. 2. Any Questions? Tweet: @searchpanda @searchmartinINTERNATIONAL SEO
    3. 3. WHO ARE OMD?
    4. 4. WHO ARE OMD?
    5. 5. OMD CLIENTS
    6. 6. OMD CLIENTS
    7. 7. OMD CLIENTS
    8. 8. OMD CLIENTS
    9. 9. INTERNATIONAL SEO – THE BASICS
    10. 10. ITS NOT ABOUT ONE ALGORITHM
    11. 11. ITS NOT ABOUT ONE ALGORITHM
    12. 12. This stuff is all US or UK specific, based on an industry questionnaire!ITS NOT ABOUT ONE ALGORITHM
    13. 13. USE THE RIGHT TOOLS
    14. 14. DON’T TAKE SHORTCUTS
    15. 15. DON’T TAKE SHORTCUTS
    16. 16. TRANSLATIONS SHOULD BE MANUAL
    17. 17. THE AGE OLD QUESTION…
    18. 18. Which is best?Country Specific TLD’s Subfolders SubdomainsTHE AGE OLD QUESTION…
    19. 19. At last! The Final Answer:THE AGE OLD QUESTION…
    20. 20. It depends… sorry!THE AGE OLD QUESTION…
    21. 21. Subfolders Pros Cons Easiest implementation on most Least likely to convert CMS platforms Loses any SERP Geo-Preference All links will enhance the domain authority metric Ugly, un-memorable URL Hardest to build links to THE AGE OLD QUESTION…
    22. 22. Subdomains Pros Cons Backlinks can improve overall site Less likely to convert (eComm) profile Loses any SERP Geo-Preference Easier to maintain server requirements Ugly, un-memorable URL Local IP address potential THE AGE OLD QUESTION…
    23. 23. ccTLD’s Pros Cons Increased Confidence Most expensive to maintain More likely to attract links Increases required SEO work Geo Preference in the Algorithm Multiple instances of CMS’ software THE AGE OLD QUESTION…
    24. 24. Over to Annabel…• Linguist & former translator• Working in search and SEO for 5 years Annabel Hodges• SEO Associate Director here: annabel.hodges@omd.com• With this guy: @searchpanda• Specialises in international clients• Writes about SEO here:• And here:
    25. 25. As Martin said, it’s still all about those age-oldissues Subdomain vs Sub Folder Localise, don’t translate Understand local search engines Understand local cultures Localised link building
    26. 26. Sitelinks FTW Before After 20% saving on PPC budget
    27. 27. What would Steve Jobs do?
    28. 28. Check the competitionSometimes ccTLDsmight not be theanswer
    29. 29. My link building experience: understand yourmarket • Blogs • Personal touch • Need to build relationships over time • Many poor quality directories • More decent directories • Advertorials • More commercial • Greater awareness of value of links
    30. 30. Duplicate content & Hreflang Google Advice: 1) If template (i.e. side navigation, footer) is machine-translated into various languages 2) If main content remains unchanged, creating largely duplicate pages.<linkrel="alternate“ hreflang="en“ href="http://example.co.uk"/><linkrel="alternate“ hreflang="en“ href="http://example.com"/>
    31. 31. Are you tracking separate countriescorrectly?
    32. 32. AND NOW FOR THE UGLY..
    33. 33. When redirects go bad US visitor Googlebot Accept-Language: en-us Accept-Language: */* .com .com Temporarily gone here Temporarily gone here .com/en/en-us/index.jsp .com/en/en-gb/index.jsp
    34. 34. How does this impact the US SERPs? UK site page title UK site descriptionLinks directly into the UK site GOOGLE TREATS UK SITE AS AUTHORITATIVE
    35. 35. How about local markets? as opposed to...
    36. 36. Thank You! Any further questions: @searchpanda @searchmartinGET IN TOUCH. ITS EASY!

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