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Hreflang out with me to find out how to get stakeholder buy-in
- 1. #BrightonSEO Hreflang out with me to find out how to get stakeholder buy-in Tanvir Ali dentsu https://www.linkedin.com/in/tanvir-ali www.slideshare.net/tanvirali32/
- 2. #BrightonSEO
- 4. #BrightonSEO
- 14. #BrightonSEO
- 17. #BrightonSEO url target_country user_country country_check https://www.example.com/en-nz New Zealand New Zealand Match https://www.example.com/es-co Colombia Ecuador No Match https://www.example.com/en-za South Africa South Africa Match https://www.example.com/en-sg Singapore Singapore Match https://www.example.com/en-ca Canada United States No Match https://www.example.com/es-co Colombia Chile No Match https://www.example.com/en-us United States India No Match https://www.example.com/en-ie Ireland Ireland Match https://www.example.com/kk-kz Kazakhstan Kazakhstan Match
- 26. #BrightonSEO HOW
- 27. #BrightonSEO
- 30. #BrightonSEO
- 31. #BrightonSEO CASE WHEN condition1 THEN result1 WHEN condition2 THEN result2 WHEN conditionN THEN resultN ELSE result END;
- 32. #BrightonSEO
- 35. #BrightonSEO target_country New Zealand Colombia South Africa Singapore Canada Colombia United States Ireland Kazakhstan user_country New Zealand Ecuador South Africa Singapore United States Chile India Ireland Kazakhstan
- 36. #BrightonSEO CASE WHEN condition1 THEN result1 WHEN condition2 THEN result2 WHEN conditionN THEN resultN ELSE result END;
- 37. #BrightonSEO CASE WHEN table.url LIKE '%/en-au%' THEN 'Australia' WHEN table.url LIKE '%/fr-be%' THEN 'Belgium'
- 39. #BrightonSEO LIKE '%/fr-be%' THEN 'Belgium' target_country
- 40. #BrightonSEO WHEN table.url LIKE '%/en%' THEN 'United Kingdom/ United States' WHEN table.url LIKE '%/de%' THEN 'Germany/Austria'
- 41. #BrightonSEO target_country New Zealand Colombia South Africa Singapore Canada Colombia United States Ireland Kazakhstan
- 42. #BrightonSEO CASE WHEN target_country LIKE concat('%',country, '%') THEN 'Match' ELSE 'No Match' END AS country_check
- 43. #BrightonSEO country_check Match No Match Match Match No Match No Match No Match Match Match
- 44. #BrightonSEO target_country user_country country_check New Zealand New Zealand Match Colombia Ecuador No Match South Africa South Africa Match Singapore Singapore Match Canada United States No Match Colombia Chile No Match United States India No Match Ireland Ireland Match Kazakhstan Kazakhstan Match
- 45. #BrightonSEO
- 46. #BrightonSEO CASE WHEN condition1 THEN result1 WHEN condition2 THEN result2 WHEN conditionN THEN resultN ELSE result END;
- 47. #BrightonSEO
Editor's Notes
- With this report, I automated checking the effectiveness of hreflang implementation As interesting as the actual report is, I think the back end of how the report works is arguably more interesting. I built this report, using mostly one metric
- Seneca would probably say its luck – opportunity and preparation aligned like the stars I had a client who was happy for me to explore automation and innovations – that was the opportunity, and pretty rare one And the preparation – I had the knowledge, the tech stack
- Seneca would probably say its luck – opportunity and preparation aligned like the stars I had a client who was happy for me to explore automation and innovations – that was the opportunity, and pretty rare one And the preparation – I had the knowledge, the tech stack
- The problem was this – hreflang. In theory a simple html tag, that turns into a nightmare the more you work with it.
- No hreflang
- No hreflang
- No hreflang
- Investment in automation
- Just started learning SQL
- This international ux report gives us a view of how effective our international targeting methods are – with or without big investments in things like hreflang
- Red - # of users landing from a country outside our targeting Blue - # of users landing from the targeted country
- Red - # of users landing from a country outside our targeting Blue - # of users landing from the targeted country
- KWs w most mis targeting
- High level overview
- Highest mis targeted countries User search behaviour differences across countries Which new markets to focus on Content strat. Affects outside SEO – sales, conversions etc Worked with CRO – implemented tests
- High level overview
- High level overview
- Red - # of users landing from a country outside our targeting Blue - # of users landing from the targeted country
- KWs w most mis targeting
- KWs w most mis targeting
- Need GSC > BQ -
- Need GSC > BQ -
- That’s an image of a warehouse
- That’s an image of a warehouse
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- This one field from search console does the heavy lifting for the majority of this report. That and a little SQL.
- You might be looking at this thinking it looks quite familiar – that’s because you’ve probably already used SQL and case statements . If you’ve created a branded/ generic calculated field on looker studio you’ve used this
- High level overview
- High level overview
- KWs w most mis targeting