You’re a global org but you have to have a local feel in every region. What works in APAC doesn’t work in EMEA. You’ve got different device habits, languages, search engines, and customs to think about — this session about international SEO will show you how to give that friendly neighborhood feel on a global scale.

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Global, Local & Mobile
International SEO

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Who am I?Miranda Gahrmann

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Short intro
• Bachelor in International Business &
Management
• Master in Digital Marketing
• Master of Brand, Reputation and
Design Management
• Google Analytics & Adwords certified
• 11 years experience in Search
Engine Marketing
• Based in Dubai
About Miranda Gahrmann
Global eCommerce Consultant
@mirandagahrmann | #C3NY |

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Global vs local
International SEO

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Give that local feeling
• Think globally, act locally
• Give the user the feeling
it’s a website from their
country
• More trust means higher
conversion rate
Global vs local
International SEO
@mirandagahrmann | #C3NY |

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Localize content
• Website in local language
• Appropriate use of images
• Usage of capitalization
• Use local currency
• Provide local contact info
• Check for local laws
• GDPR in EU, not US
Global vs local
International SEO
@mirandagahrmann | #C3NY |

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Localize content
• Also differences in the
English language, both
grammar and use of words
• Soother vs Pacifier
• Nappy vs Diaper
• Trainers vs Sneakers
• Lorry vs Truck
• Lift vs Elevator
Global vs local
International SEO
UK spelling Example US Spelling Example
re centre er center
our colour or color
ise apologise ize apologize
vowel + l travelled l traveled
ae leukaemia e leukemia
oe manoeuvre eu maneuver
ence defence ense defense
@mirandagahrmann | #C3NY |

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Tone of voice
• Relevant for content as well
contact with local markets
• Employee of the month
works in the US, not in
Japan
• Use Culture compass to
compare your culture with
another country
Global vs local
International SEO
@mirandagahrmann | #C3NY |

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Search engines
International SEO

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Research your market
• Google has a 92% market
share globally
• 88% desktop
• 95% mobile
• 91% tablet
• However, there are
differences per country
Search engines
International SEO
@mirandagahrmann | #C3NY |

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Research your market
• Statcounter.com provides
insights in the search
engines per market
• Keep track on trends
Search engines
International SEO
@mirandagahrmann | #C3NY |

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Why important?
• Get more accurate insights
in keyword trends
• Use the search engine’s
webmaster tool
• Know where to advertise
• Know the guidelines and
restrictions per search
engine
Search engines
International SEO
Google Bing Naver Yandex Baidu
Main area Global Global Korea Russia China
Webmaster
tools
Google Search
console
Bing
Webmaster
Tools
Naver
Webmaster
Tools
Yandex
Webmaster
Baidu
Webmaster
Tools
XML sitemaps
Multiple, max
50k URL and
max 50MB
Multiple, max
50k URL and
max 50MB
One, max 50k
URL and max
50MB
Multiple, max
50k URL and
max 50MB
Invitation
only, max 10
MB
Hreflang Supported
Not
supported,
use content-
language tag
Not
supported,
use content-
language tag
Supported
Not
supported,
use content-
language tag
Structured
data
JSON-LD,
RDFa,
Microdata
JSON-LD,
RDFa,
Microdata,
Microformats
JSON-LD,
RDFa,
Microdata
JSON-LD,
RDFa,
Microdata,
Microformats
All formats,
must be
submit to
Baidu
Webmaster
Tools
Meta
keywords
No ranking
factor
Ranking factor Ranking factor
No ranking
factor
Ranking factor

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Research your market
• Also research device
usage
Search engines
International SEO
@mirandagahrmann | #C3NY |

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Organizational structure
International SEO

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Global
Local
Global vs local
• Content and outreach
require local market
knowledge
• Execute technical SEO on a
global level
Important
• Organize knowledge
sharing sessions
• Make sure resources are
available to implement
recommendations
Organizational structure
International SEO
OutreachContent
Technical
SEO
@mirandagahrmann | #C3NY |

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Go after quick wins
• AMP templates instead of
separate pages
• Automate hreflang tags
• Optimize meta title and
description logic
• Buy [brand] [product]
[identifier] online | [site name]
Scalability
International SEO
AMP
Logic
Auto generated
pages
Hreflang
tags
Training
@mirandagahrmann | #C3NY |

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Go after quick wins
• Optimize fields used for
auto generated pages as
product detail pages
• Product category
• Product name
• Include a keyword
• 1st paragraph
Scalability
International SEO
Meta title
Meta
description
Heading 1
1st
paragraph
URL
Canonical
Buy [Brand] [product name] [identifier] online | [site name]
[1st paragraph]
example.com/[product category]/[product name]- [identifier]
example.com/[product category]/[product name]- [identifier]
[Product name]
[1st paragraph]
[Product name]
Image alt
tag

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To keep in mind
• Optimize master version before sending out to
translation
• Certain languages consist of longer words
• Free shipping and fast delivery
• Gratis verzending en snelle levering
• Kostenloser Versand und schnelle Lieferung
• In certain languages the verb changes if a product
name is masculine or feminine
Scalability
International SEO
@mirandagahrmann | #C3NY |

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Content
International SEO

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Create global keyword research
• Provide insights in global popular topics
• Input for global content strategy
• Example how to perform keyword research
• Provide search volume for markets in the
same language
• Make it easy for markets to optimize
Keyword research
International SEO

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Drive content from global
• Create content on global level which
can be localized by markets
• Share a global content calendar
• Prevent that markets are
producing content which is
already on the roadmap
Create content on local level
• Based on popular local topics or
events
• Check if that content can be
leveraged for other markets
Content creation
International SEO
@mirandagahrmann | #C3NY |

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Outreach
International SEO

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Use local market expertise
• Outreach should be executed on local
level
• Better understanding of
landscape
• Need to approach sites in local
language
To keep in mind
• Provide training and guidelines to
ensure good quality and white-hat
practises
• Perform regular checks
Links from local sites
International SEO
@mirandagahrmann | #C3NY |

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Technical SEO
International SEO

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Choose the right setup
• Are you targeting specific
markets?
• Use ccTLDs
• Is your website in multiple
languages but not targeted
towards specific markets?
• Use subfolders
To keep in mind
• Don’t change the setup
unless really necessary
Domain setup
International SEO
Type Example
Country code top-level
domain (ccTLD)
example.de
Subdomain de.example.com
Subfolder example.com/de/
General top-level domain
(gTLD) with language
parameters
example.com?lang=de-de
Different domain examplede.com
@mirandagahrmann | #C3NY |

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Use Search Console
• Set your international
targeting in Google Search
Console
Google Search Console
International SEO
@mirandagahrmann | #C3NY |

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Implement hreflang tags
• HTML tags
• HTTP headers
• XML sitemap
• Preferred way as easiest for
governance and updating
• Automate to save time
To keep in mind
• Hreflang tags only work if the
locales refer to each other
Hreflang tags
International SEO
Hreflang tags in XML sitemap
<url>
<loc>https://www.example.com</loc>
<xhtml:link rel="alternate" hreflang="en-au"
href="https://www.example.com.au” />
<xhtml:link rel="alternate" hreflang="en-nz"
href="https://www.example.co.nz” />
<xhtml:link rel="alternate" hreflang="en-sg"
href="https://www.example.com.sg" />
<xhtml:link rel="alternate" hreflang="x-default"
href="https://www.example.com" />
</url>
@mirandagahrmann | #C3NY |

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Another locale ranking in
your market?
• Are hreflang tags correctly
implemented?
• Is another page providing a
better answer to the user
intent?
Example
• Recipes vs chicken recipes
Hreflang tags
International SEO
@mirandagahrmann | #C3NY |

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Use a CDN
• Improves the user’s experience by
faster loading times
• Reduces server load
• Reduces latency
• Quickly scalable during times of
heavy traffic
To keep in mind
• For China, local hosting is highly
recommended
Content Delivery Network
International SEO
@mirandagahrmann | #C3NY |

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Mobile
International SEO

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Average Internet Speeds
• In markets with slow internet
connection, the site
experience can be very poor
• Create AMP pages to enable
faster pages
• Faster page speed
• Ranking factor
• Lower bounce rate
• Higher conversion rate
• Load content in the
background for markets
with unstable internet
Mobile
International SEO
@mirandagahrmann | #C3NY |

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AMP stories
• Create AMP stories with
visual narratives and
tappable interactions
• Can appear as universal
result in Google’s results
pages
Mobile
International SEO
@mirandagahrmann | #C3NY |

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Takeaways
International SEO

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Global vs local
• Give that local feeling
• Technical SEO should be managed
on global level, for content and
outreach local expertise is required
• Drive content from global, and when
possible local to global
Takeaways
International SEO
Technical
• Go after quick wins in terms of
scalability
• Choose the right domain setup
• Implement and review hreflang tags
• Use a Content Delivery Network
Mobile
• Create AMP pages for faster pages
and higher conversion rate
• Create AMP stories
@mirandagahrmann | #C3NY |

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THANK YOU!
MIRANDA GAHRMANN
miranda@digitalrescuerangers.com
linkedin.com/in/mirandagahrmann
@mirandagahrmann