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BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
The document discusses the complexities of international SEO, highlighting the importance of understanding cultural and technical aspects. It outlines what constitutes good, bad, and ugly international SEO practices, such as proper hreflang implementation and respecting language use. Additionally, it addresses domain strategies and the potential pitfalls of missteps in global digital marketing efforts.
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BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEO
- 1. September 2015 @ObanDigital The Good,The Bad and The Ugly of International SEO
- 2. Not just agimmick! Italian Director Spanish technical team Shot in Italy and Spain US Cast Truly International The Good, The Bad and The Ugly?
- 3. In the last12 months alone, Oban have researched, created and run projects in 68 different markets. The Good, The Bad and The Ugly, every day!
- 4.
- 5. THE GOOD -LEGO
- 6. THE GOOD -AMAZON
- 7. GOOD INTERNATIONAL SEOIS: • Focussed on the customer • Respectful of culture and language • Pays attention to the technical implementation • Understands that people are different
- 8.
- 9. THE BAD –AUTO TRANSLATION
- 10. THE BAD –DON’T FORGET OPTIMISATION
- 11. THE BAD –GET YOUR HREFLANGS RIGHT What comes first? Country code or Language code?
- 12. THE BAD –GET YOUR HREFLANGS RIGHT What comes first? Language code!
- 13. THE BAD –GET YOUR HREFLANGS RIGHT Know your Country Codes… EG KR CR HR
- 14. THE BAD –GET YOUR HREFLANGS RIGHT Know your Country Codes… EG – Egypt KR – South Korea CR – Costa Rica HR – Croatia
- 15. THE BAD –GET YOUR HREFLANGS RIGHT Where is this Hreflang targeting? hreflang="at-at"
- 16. THE BAD –GET YOUR HREFLANGS RIGHT Website targeting Austria hreflang="at-at" AT isn’t a language!
- 17. THE BAD –GET YOUR HREFLANGS RIGHT Arabic Speakers – is this right? hreflang=“ar-ar"
- 18. THE BAD –GET YOUR HREFLANGS RIGHT Website targeting Arabic Speakers <link rel="alternate" href="http://example.com/ar" hreflang=“ar-ar" /> Arabic in Argentina? 2% of the population!
- 19. BAD INTERNATIONAL SEOIS: Hasn’t quite got it right • - Linguistically • - Technically • - Culturally (through content / language)
- 20.
- 21. THE UGLY -USE THE RIGHT LANGUAGE!
- 22. THE UGLY –IP SERVING Recap – IP Serving uses your IP address to provide website content in the language of the country you are in Many web devs prefer this as an implementation for international websites!
- 23. THE UGLY –IP SERVING
- 24. THE UGLY –IP SERVING
- 25. UGLY INTERNATIONAL SEOIS: • Assumes there is nowhere outside the US • Takes short cuts • Pisses people off – shows no respect If your International SEO is Ugly you’ll probably have to start again!
- 26. DOMAIN QUESTIONS • Whatdo I pick? • Sub Folder? • ccTLD? • Sub Domain?
- 27. DOMAIN STRATEGY Sub FolderccTLD Sub Domain • Benefits from main domain • Easy to set up • Automatically associated with the right country • No extra charges • In country hosting • Not automatically seen as target country • Yandex and Baidu • Could be expensive • Not automatically seen as target country • Yandex and Baidu
- 28. DOMAIN QUESTIONS • Whatdo I pick? • One size does not fit all • Base on your technical set up and what you already have!
- 29. @ObanDigital The Good, The Badand The Ugly of International SEO