SearchLove Boston 2013_Kate MorrisInternational seo

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Languages and Countries:
Growing Internationally the Right Way
KATE MORRIS

@katemorris

@katemorris
$$$$$$

It Doesn’t Happen Overnight

@katemorris
Download the International
Search Strategy Guide
http://dis.tl/14GdPoh

Getting to Know the Players

Global Search Engine
Operations

Google Operates by Country
This is
Google
Estonia
google.ee

Not by Language
Not
Google
Estonian

They offer Google Estonia in popular languages of that country.

@katemorris
Google Keyword Tool
Keyword: [mobile security] Language: All Language: English Language: French
Country: All 9...

No mention of language

All Bing.com

But they are country focused.

@katemorris
You should use the Geo-Targeting feature for sites or sections of a site that have
been created for an audienc...

Searcher Process

@katemorris
A searcher queries “Иннаиркова”
are they:
A. A person living in Russia.
B. A person living in Belarus.
C. A pe...

@katemorris
A searcher queries “Иннаиркова”
are they:
A. A person living in Russia.
B. A person living in Belarus.
C. A pe...

@katemorris
# Countries per Official Language
Language World Countries
English 59 India, United States, Pakistan, United K...

South African Official Languages:
Afrikaans, English, Southern Ndebele, Northern Sotho, Southern
Sotho, Swazi, Tsonga, Tsw...

India has 23 Official Languages

Searchers Don’t Always Click on
Home Country ccTLDs

@katemorris
SERP Turkey + Mechanical Turk

@katemorris
FTP Client
Var 1 Var 2 Var 3 Var 4 Var 5 Var 6 Total
filezilla-project.org/ 0 3 0 2 0 1 6
www.smartftp.com/ 1 ...

@katemorris
Things to do in Las Vegas
Var 1 Var 2 Var 3 Total
www.vegas.com/attractions/
3 2 7 12
www.tripadvisor.co.uk/At...

@katemorris
Skipping Rope
Var 1 Var 2 Var 3 Var 4 Var 5 Var 6 Total
en.wikipedia.org/wiki/Skipping_rope 2 6 4 1 2 5 20
www...

@katemorris
Test for Yourself

Picking a Strategy

@katemorris
There are Three Options

Translate OnlyGeo-Target Only
Translate & Geo-Target

@katemorris
Does your business change in different
countries?
Yes
No
Are you targeting countries that have
different langu...

Geo-target Only

@katemorris
This solution is best for businesses that:
• Change their product or services based on the customer
country
• ...

@katemorris
Example Site

@katemorris
Does your business change in different
countries?
Yes
Are you targeting countries that have
different language...

How Do I Geo-Target?

Make sure the content and marketing
are different and targeted.

@katemorris
It took this site almost 2 years to rank with a ccTLD
India Site
Main Site

What about URL Structure?
Subdomain
Directory
ccTLD
Parameters

Link Building is a
little harder for
these two options

Set Up Google Webmaster Tools
Country Targeting

Set Up Bing Webmaster Tools
Country Targeting

Don’t Use HREFLANG

What about product pages???

@katemorris
Don’t use IP detection for
country targeting.

But do verify …

Outreach is best from someone
native to the country.

Translate Only

@katemorris
This solution is best for businesses that:
• Don’t change their business offering in
different countries (not ...

@katemorris
Example Site

@katemorris
Does your business change in different
countries?
No Would it make sense to an
international visitor to see di...

Tips for Dealing with
Translation Only

Don’t Machine Translate

Manual Translation is Costly
but Best

Put HREFLANG in XML Sitemaps

Bing uses the Language Meta tag
<meta http-equiv="content-language" content=“ISOCODE">
http://www.bing.com/blogs/site_blog...

What about URL Structure?
Subdomain
Directory
ccTLD
Parameters

@katemorris
Don’t use ccTLDs,
otherwise it’s up to you.

Geo-target and Translate

@katemorris
This solution is best for businesses that:
• Change their product or services based on the customer
country
• ...

@katemorris
Example Site: UK

@katemorris
Example Site: Canada

@katemorris
Does your business change in different
countries?
Yes
Are you targeting countries that have
different language...

How do I Translate and
Geo-Target?

@katemorris
Use HREFLANG inside the country
targeted content.
United States
Focused Content
(English)
domain.com/en-us
Spa...

@katemorris
Content is Country Focused
United States
Focused Content
(English)
domain.com/en-us
Spain
Focused Content
(Cas...

@katemorris
The translated content should not be the same across countries.
United States
Focused Content
(English)
domain...

Some content will be similar
but not the same.

Oh and all that stuff I mentioned
before …

Set Up Google Webmaster Tools
Country Targeting

Set Up Bing Webmaster Tools
Country Targeting

Put HREFLANG in XML Sitemaps

Bing uses the Language Meta tag
<meta http-equiv="content-language" content=“ISOCODE">
http://www.bing.com/blogs/site_blog...

@katemorris
Don’t use IP detection for
country targeting.

But do verify …

Don’t Machine Translate

Manual Translation is Costly
but Best

@katemorris
Translate Only Geo-Target Only
Geo-Target and
Translate
Does your business
change in different
countries? No Y...

Above All:
Optimize for the User

@katemorris
Do what works for
them, not you or search
engines.

@katemorris
Download the International
Search Strategy Guide
http://dis.tl/14GdPoh

Thanks.
Any questions?
KATE MORRIS
kate.morris@distilled.net
@katemorris

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