The document discusses the challenges of international SEO for brands. It notes that good rankings in one country do not necessarily translate to other countries even without language barriers. It recommends using country code top-level domains (ccTLDs) or sub-folders for geotargeting to different countries. The document also stresses the importance of building local links, using the correct local language and currency, and considering local hosting options to help brands rank internationally.

1. International SEO:The Challenges Facing International BrandsHannah Smith

2. About Me Slide Will Go Here...Lead SEO at Distilled

3. 11 years in marketing

4. 5 years – retail marketing (POS / Sales Promo)

5. 3 years – direct response (press / direct mail / sponsorship)

6. 3 years online – (SEO, PPC, CRO)Email: hannah.smith@distilled.co.ukTwitter: @hannah_bo_bannaLinkedIn: uk.linkedin.com/in/hannahsmith

7. What I’ll Be CoveringWhat is the challenge?

8. TLD / Sub Folder / Sub Domain

9. Branding considerations

10. Ranking Factors for International SEOImage credit: http://www.flickr.com/photos/umisef/586964512/sizes/m/

11. Good rankings in one country don’t necessarily ‘translate’ - even if there’s no language barrier...

12. French Results (France)

13. French Results (Canada)

14. UK Results

15. US Results

16. Why?A ‘good’ result for the USA; is not necessarily a ‘good’ result for the UK & vice versa:BestBuy – top USA result

17. Don’t ship to the UK

18. All prices in $

19. Play – top UK result

20. Don’t ship to the USA

21. All prices in £This is true of all markets... So how do you get a site to rank in other countries?

22. GeotargetingGeo-target via:Country Code TLD - www.yourdomain.itOrGeneric TLD - www.yourdomain.com PlusSub Folder www.yourdomain.com/ukOrSub Domain www.uk.yourdomain.com

23. You can also geo-target sub-folders / sub domains and submit country / language specific sitemaps in in Google Webmaster Tools see - http://www.seo-chicks.com/1463/geotargeting-on-the-same-domain-using-xml-sitemaps.htmlBrand RecognitionIs your brand internationally recognised?

24. Brand ComprehensionDoes your brand ‘translate’?Insurance.co.ukInsurance.ie Insurance.itAssicurazione.itImage cedit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/

25. Pros & Cons – ccTLD – www.yourdomain.it ProsStrongest geo-targeting signal ConsNew site with no strength so it may not rank at all

26. You’ll need to put in some serious link building effort

27. Can be difficult to purchase ccTLDPros & Cons – Sub Folderwww.yourdomain.com/uk ProsDomain strength is passed to sub-folders

28. A single site will normally be stronger than many ConsLikely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than yourdomain.com/ukPros & Cons – Sub Domainwww.uk.yourdomain.com ProsThere aren’t any... ConsLittle or no strength passed from the domain

29. Likely problems with the ‘wrong’ content ranking e.g. yourdomain.com ranking in the UK rather than uk.yourdomain.comWhich Approach is Right for you?If your brand ‘translates’ and/or is internationally recognised either:ccTLDOrSub FolderIf your brand does not ‘translate’ you may be better off with a new trading name and an associated ccTLD

30. ccTLD vs Sub FolderccTLDLarge brands which will generate links naturallyAnd... Brands with local teams / time / resource etc to build linksSub FolderWhere ccTLDs are unavailable

31. Where there’s a lack of local teams / time / resourceMultiple LanguagesDon’t forget countries with multiple languages!ccTLD solution:www.yourdomain.ca/en

32. www.yourdomain.ca/frSub folder solution:www.yourdomain.com/ca/en

33. www.yourdomain.com/ca/frOther Ranking Factors for International SEOLocal Links

34. Language

35. Physical Address / Telephone Numbers / Currency

36. HostingHow to get Local Links...If possible, get a local to build links for you

37. Find local link targets with commands like ‘business blogs site:co.uk’

38. Local directories

39. Local partnerships

40. Local customers

41. Local news

42. Local sponsorships

43. Local eventsLanguageBeware of cheap translation services

44. Language usage is different from country to country e.g. US v UK; Canada v France etc

45. Create language specific content for each country – don’t be tempted to replicateMore Local ‘Signals’Make sure you’re sending the right signals to the search engines...Include local:Addresses

46. Telephone numbers

47. Currency HostingIf possible – host in your target countryOrCache a copy of your website at a proxy IPNB – not likely to make a massive difference, but it may tip the balance in your favour...Further reading: http://seogadget.co.uk/proxy-caching-for-seo/

48. When the Search Engines Get it Wrong...Unfortunately the search engines won’t always serve the correct content (you can check this in Analytics)You can use an IP redirect to serve the correct contentBUT!Search engines tend to come via a US IP

49. So, make sure they can crawl all of your content in every languageKey TakeawaysTo rank internationally you’ll need to:Geotarget – use ccTLDs or Sub Folders (NOT Sub Domains)

50. Split countries into multiple languages if you need to

51. Build local links

52. Highlight other local signals – addresses / phone / currency

53. Consider local or proxy local hosting options