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Miranda Gahrmann
GLOBAL ECOMMERCE CONSULTANT,
DIGITAL RESCUE RANGERS
DUBAI, UAE ~ OCTOBER 22 - 23, 2019
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
International SEO
and Beyond
KEYNOTE
2
International SEO
Miranda Gahrmann
3
Who am I?Miranda Gahrmann
4
Short intro
• Bachelor in International Business &
Management
• Master in Digital Marketing
• Master of Brand, Reputation and
Design Management
• Google Analytics & Ads certified
• 11 years experience in Search
Engine Marketing
• Based in Dubai
About Miranda Gahrmann
Global eCommerce Consultant
5
Global vs local
International SEO
6
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
Main purpose of international SEO
International SEO
7
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
What to localize?
International SEO
8
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
Differences within the same language
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
9
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
Better understanding of other cultures
International SEO
10
Search engines
International SEO
11
Research your market
• Google has a 92% market
share globally
• 88% desktop
• 95% mobile
• 91% tablet
Which search engines to keep in mind?
International SEO
12
Research your market
• Statcounter.com provides
insights in the search
engines per market
• Keep track on trends
Which search engines to keep in mind?
International SEO
13
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
Difference between 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
14
Research your market
• Also research device
usage
• Relevant for if you want to
launch an app
Research the device types in your target markets
International SEO
15
Site setup
International SEO
16
Choose the right setup
• Are you targeting specific
markets?
• Use ccTLDs, or
• Use subfolders for
countries
• Is your website in multiple
languages but not targeted
towards specific markets?
• Use subfolders
Best domain setup
International SEO
17
Use language folders
International SEO
18
Implement hreflang tags
• 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
Rank the correct locale in each market
International SEO
Hreflang tags in XML sitemap
<url>
<loc>https://www.example.com/</loc>
<xhtml:link rel="alternate" hreflang="en-ae"
href="https://www.example.ae/en/” />
<xhtml:link rel="alternate" hreflang=”ar-ae"
href="https://www.example.ae/ar/” />
<xhtml:link rel="alternate" hreflang=”ar-sa"
href="https://www.example.sa/" />
<xhtml:link rel="alternate" hreflang="x-default"
href="https://www.example.com/" />
</url>
19
Another locale ranking in
your market?
• Are hreflang tags correctly
implemented?
• Is another page providing a
better answer to the user
intent?
Rank the correct locale in each market
International SEO
20
Use a Content Delivery Network
• Improves the user’s experience by
faster loading times
• Reduces server load
• Quickly scalable during times of
heavy traffic
To keep in mind
• For China, local hosting is highly
recommended
Faster loading time
International SEO
21
Average Internet Speeds
• Create AMP pages to enable
faster pages
• Faster loading time
• Lower bounce rate
• Higher conversion rate
• Load content in the
background for markets
with unstable internet
Faster loading time
International SEO
22
Content
International SEO
23
Create global keyword research
• Provide insights in global popular topics
• Input for global content strategy
• Example how to perform a keyword
research
Which topics are popular amongst your target audience?
International SEO
24
Content creation
• Drive content from global
• Create content on local level
• Based on popular local topics or
events
Create content in an efficient way
International SEO
Create global content
Share content calendar
Share content
with markets
Localize
Share with
other markets
Create local content
Global team
Local team
25
To keep in mind
• Certain languages consist of longer words
• Free shipping and fast delivery
• Gratis verzending en snelle levering
• Kostenloser Versand und schnelle Lieferung
Certain languages take more space
International SEO
26
Organizational structure
International SEO
27
Global
Local
Global vs local
• Content and outreach
require local market
knowledge
Important
• Organize knowledge
sharing sessions
• Have resources available for
implementation
How to organize SEO?
International SEO
OutreachContent
Technical
SEO
28
Use local market expertise
• Outreach should be executed on local
level
• Better understanding of
landscape
• Approach sites in local language
To keep in mind
• Provide training and guidelines to
ensure good quality and white-hat
practises
• Perform regular checks
Earn quality backlinks
International SEO
29
Scalability
• AMP templates instead of
separate pages
• Automate hreflang tags
• Optimize meta title and
description logic
• Buy [brand] [product]
[identifier] online | [site name]
Go after quick wins
International SEO
AMP
Logic
Auto generated
pages
Hreflang
tags
Training
30
Recent updates
International SEO
31
AMP stories
• Create AMP stories with
visual narratives and
tappable interactions
• Can appear as universal
result in Google’s results
pages
Create stories for your website shown in the search results
International SEO
32
Takeaways
International SEO
33
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
bit.ly/miranda-digimarcon
Takeaways
International SEO
Technical
• Choose the right domain setup
• Use language folders
• Implement and review hreflang tags
• Use a Content Delivery Network
Mobile
• Create AMP pages for faster pages
and higher conversion rate
• Create AMP stories
34
THANK YOU!
MIRANDA GAHRMANN
miranda@digitalrescuerangers.com
linkedin.com/in/mirandagahrmann
@mirandagahrmann
International SEO and Beyond - Miranda Gahrmann, Digital Rescue Rangers

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International SEO and Beyond - Miranda Gahrmann, Digital Rescue Rangers

  • 1. Miranda Gahrmann GLOBAL ECOMMERCE CONSULTANT, DIGITAL RESCUE RANGERS DUBAI, UAE ~ OCTOBER 22 - 23, 2019 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai International SEO and Beyond KEYNOTE
  • 4. 4 Short intro • Bachelor in International Business & Management • Master in Digital Marketing • Master of Brand, Reputation and Design Management • Google Analytics & Ads certified • 11 years experience in Search Engine Marketing • Based in Dubai About Miranda Gahrmann Global eCommerce Consultant
  • 6. 6 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 Main purpose of international SEO International SEO
  • 7. 7 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 What to localize? International SEO
  • 8. 8 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 Differences within the same language 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
  • 9. 9 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 Better understanding of other cultures International SEO
  • 11. 11 Research your market • Google has a 92% market share globally • 88% desktop • 95% mobile • 91% tablet Which search engines to keep in mind? International SEO
  • 12. 12 Research your market • Statcounter.com provides insights in the search engines per market • Keep track on trends Which search engines to keep in mind? International SEO
  • 13. 13 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 Difference between 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
  • 14. 14 Research your market • Also research device usage • Relevant for if you want to launch an app Research the device types in your target markets International SEO
  • 16. 16 Choose the right setup • Are you targeting specific markets? • Use ccTLDs, or • Use subfolders for countries • Is your website in multiple languages but not targeted towards specific markets? • Use subfolders Best domain setup International SEO
  • 18. 18 Implement hreflang tags • 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 Rank the correct locale in each market International SEO Hreflang tags in XML sitemap <url> <loc>https://www.example.com/</loc> <xhtml:link rel="alternate" hreflang="en-ae" href="https://www.example.ae/en/” /> <xhtml:link rel="alternate" hreflang=”ar-ae" href="https://www.example.ae/ar/” /> <xhtml:link rel="alternate" hreflang=”ar-sa" href="https://www.example.sa/" /> <xhtml:link rel="alternate" hreflang="x-default" href="https://www.example.com/" /> </url>
  • 19. 19 Another locale ranking in your market? • Are hreflang tags correctly implemented? • Is another page providing a better answer to the user intent? Rank the correct locale in each market International SEO
  • 20. 20 Use a Content Delivery Network • Improves the user’s experience by faster loading times • Reduces server load • Quickly scalable during times of heavy traffic To keep in mind • For China, local hosting is highly recommended Faster loading time International SEO
  • 21. 21 Average Internet Speeds • Create AMP pages to enable faster pages • Faster loading time • Lower bounce rate • Higher conversion rate • Load content in the background for markets with unstable internet Faster loading time International SEO
  • 23. 23 Create global keyword research • Provide insights in global popular topics • Input for global content strategy • Example how to perform a keyword research Which topics are popular amongst your target audience? International SEO
  • 24. 24 Content creation • Drive content from global • Create content on local level • Based on popular local topics or events Create content in an efficient way International SEO Create global content Share content calendar Share content with markets Localize Share with other markets Create local content Global team Local team
  • 25. 25 To keep in mind • Certain languages consist of longer words • Free shipping and fast delivery • Gratis verzending en snelle levering • Kostenloser Versand und schnelle Lieferung Certain languages take more space International SEO
  • 27. 27 Global Local Global vs local • Content and outreach require local market knowledge Important • Organize knowledge sharing sessions • Have resources available for implementation How to organize SEO? International SEO OutreachContent Technical SEO
  • 28. 28 Use local market expertise • Outreach should be executed on local level • Better understanding of landscape • Approach sites in local language To keep in mind • Provide training and guidelines to ensure good quality and white-hat practises • Perform regular checks Earn quality backlinks International SEO
  • 29. 29 Scalability • AMP templates instead of separate pages • Automate hreflang tags • Optimize meta title and description logic • Buy [brand] [product] [identifier] online | [site name] Go after quick wins International SEO AMP Logic Auto generated pages Hreflang tags Training
  • 31. 31 AMP stories • Create AMP stories with visual narratives and tappable interactions • Can appear as universal result in Google’s results pages Create stories for your website shown in the search results International SEO
  • 33. 33 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 bit.ly/miranda-digimarcon Takeaways International SEO Technical • Choose the right domain setup • Use language folders • Implement and review hreflang tags • Use a Content Delivery Network Mobile • Create AMP pages for faster pages and higher conversion rate • Create AMP stories