My presenation from the SEO Restart 2016 Conference in Prague. I talked about #Hreflang, #ccTLDs, #subfolders and #subdomains as well as about other #geotargeting factors such as #geographic target, #backlinks, #TLD distribution, #NAP and more.

1. Geo-Target Your Multilingual Website
Martin Kůra

2. ccTLDs? Subfolders? Subdomains?

3. ccTLDs? Subfolders? Subdomains?
ccTLD (domain.cz, domain.sk, domain.pl)
subfolders (domain.cz/sk, domain.cz/pl)
subdomains (sk.domain.cz, pl.domain.cz)

4. Volskwagen – ccTLDs

5. Uber – adresáře

6. Wikipedia – subdomains

7. 1. Language or
Country

8. NOT an SEO question
ccTLD vs. subfolders vs. subdomains

9. 1. Language vs.
Country

10. 1. Languages vs. Countries
Why is it so important?

11. Why is it so important?
sirthomasboughey.staffs.sch.uk
1. Languages vs. Countries

12. 2. Brand

15. 3. Budget

16. https://moz.com/ugc/folders-vs-subdomains-vs-cctld-in-international-seo-an-overview

17. 4. Type of Business

18. 5. CMS

19. “Choose ccTLDs if you target
countries and have a sufficient
budget for each market.”
– Captain Obvious

20. Volskwagen – ccTLDs

21. Volskwagen.de

22. Volskwagen.de
By searching “vw germany”
from USA, you'll get a .DE
domain.

23. Volskwagen.de
Bing returns similar results.

24. Hreflang
<link rel="alternate" hreflang="de-DE"
href="http://www.website.cz/de" />

25. Zdroj: http://www.moz.com
Hreflang

27. Skoda.at

28. By searching “skoda octavia
laurin klement” from
Germany, you'll get to the
.AT domain.

31. SEMrush.com

32. SEMrush.com

33. SEMrush.com

35. Webmaster Tools

36. Server Location: Does it Matter?

37. letshost.ie

38. IKEA – CDN server

39. IKEA – CDN server
Dulles, VA, USA – 1.071 s
Frankfurt, Germany – 1.105 s

40. Be consistent: Language vs. Country Targeting
Country Targeting covers more than just searches from the desired country
Start off with language targeting if you don't have a clear strategy, yet
DO NOT target languages using ccTLDs
If you lack good content, use canonical instead of Hreflang
DO NOT use Hreflang and canonical simultaneously
Set geographic targets for gTLDs (Unlisted, at least)
Watch your backlink portfolio, especially when using subfolders
Keep calm and use CDN

41. Thank you!
Martin Kůra
martinkura.com
@HermanTinkura