If technical SEO is not implemented effectively across your international sites, the chances are you will not be ranking in the top positions you need to secure maximum revenue returns. Jamie White, Head of Technical, explains how with some simple code updates you could be reaping the rewards.
Findability Bliss Through Web StandardsAarron Walter
Connecting with your audience is objective number one for any website. Findability—the discipline of helping users discover the content they seek—not only helps businesses get their message out, but it improves the user experience, too. The secret to attaining findability bliss, both with search engines and beyond, lies in the wisdom of web standards.
Findability Bliss Through Web StandardsAarron Walter
Connecting with your audience is objective number one for any website. Findability—the discipline of helping users discover the content they seek—not only helps businesses get their message out, but it improves the user experience, too. The secret to attaining findability bliss, both with search engines and beyond, lies in the wisdom of web standards.
My Generally Assembly Class of 2012
How to Diagnose Common SEO Problems
How to Perform Quick Competitor Analyses
Specific Recommendations for Correcting Site Architecture Issues, Improving Content, Keyword Strategy, Link Acquisition Strategy
How to Forecast SEO performance
How to Measure Progress
J2EE is already the perfect solution for complex business/enterprise systems, and JSF2.x is the perfect chance to reach out to the consumer and small business market. JSF is easier to use than it's ever been before, but small businesses have different needs than larger companies and corporations. PrettyFaces is for all projects, small and large; this presentation explains why "pretty, bookmark-able URLs" are important for client-facing applications, addressing SEO optimization, and creating clean, consistent, intuitive client interactions on the web.
80% of the end-user response time is spent on the front-end. (YSlow Team)
By following these best practices we can have a great impact over the performance of our sites and applications.
In these slides we will go through some best practices related to performance, semantics & accessibility and patterns for better maintainability and readability which is gold when collaborating.
In the second part of the slideshow we will share some tips on how to pick the best layout available, create the slices with optimization in mind, master the basics and stay organized form the beginning with your CSS code.
The sequels of steps the browser goes through to convert HTML, CSS and JavaScript into actual pixels on the screen – that’s the critical rendering path. By understanding what happens between writing the markup and looking at our websites we can optimize the performance of each page.
Google has made its biggest algorithm update in years. Called Hummingbird the update was announced at Google's 15th birthday bash. In this presentation we explain how Hummingbird affects search
Since our last look at the global ecommerce markets the final quarter results of 2013 have come out and it's clear that Europe's internet sales are on the rise with an increase of turnover pretty much across the board.
The percentage of consumers using mobile devices to access the internet is also on the up. In France 97% of purchases during the festive period were made via mobile devices, for example. And due to tablet and smartphone usage increase, mobile advertising in Italy more than doubled from 2012.
In these updates you will learn about Google penalising link network websites, which country returned 40% of its Christmas ecommerce gifts and which market leads the world in terms of accessing the web through mobile devices.
From Italy’s ‘Google Tax’ to France’s new search engine, 2013 was full of developments in international ecommerce. And it doesn’t matter which market you focus on, they all have the same thing in common – ecommerce is on the up. In this SlideShare we take you on a whistle-stop around the world tour of the last 12 months.
Quality Content and How to Create It - Figaro Digital 2015Search Laboratory
SEO is no longer about building links but about building great content. Chris Woolford, our Client Services Director, explained what makes “great content”; how it gets results and how to create it yourself at a recent Figaro Digital Content Seminar.
My Generally Assembly Class of 2012
How to Diagnose Common SEO Problems
How to Perform Quick Competitor Analyses
Specific Recommendations for Correcting Site Architecture Issues, Improving Content, Keyword Strategy, Link Acquisition Strategy
How to Forecast SEO performance
How to Measure Progress
J2EE is already the perfect solution for complex business/enterprise systems, and JSF2.x is the perfect chance to reach out to the consumer and small business market. JSF is easier to use than it's ever been before, but small businesses have different needs than larger companies and corporations. PrettyFaces is for all projects, small and large; this presentation explains why "pretty, bookmark-able URLs" are important for client-facing applications, addressing SEO optimization, and creating clean, consistent, intuitive client interactions on the web.
80% of the end-user response time is spent on the front-end. (YSlow Team)
By following these best practices we can have a great impact over the performance of our sites and applications.
In these slides we will go through some best practices related to performance, semantics & accessibility and patterns for better maintainability and readability which is gold when collaborating.
In the second part of the slideshow we will share some tips on how to pick the best layout available, create the slices with optimization in mind, master the basics and stay organized form the beginning with your CSS code.
The sequels of steps the browser goes through to convert HTML, CSS and JavaScript into actual pixels on the screen – that’s the critical rendering path. By understanding what happens between writing the markup and looking at our websites we can optimize the performance of each page.
Google has made its biggest algorithm update in years. Called Hummingbird the update was announced at Google's 15th birthday bash. In this presentation we explain how Hummingbird affects search
Since our last look at the global ecommerce markets the final quarter results of 2013 have come out and it's clear that Europe's internet sales are on the rise with an increase of turnover pretty much across the board.
The percentage of consumers using mobile devices to access the internet is also on the up. In France 97% of purchases during the festive period were made via mobile devices, for example. And due to tablet and smartphone usage increase, mobile advertising in Italy more than doubled from 2012.
In these updates you will learn about Google penalising link network websites, which country returned 40% of its Christmas ecommerce gifts and which market leads the world in terms of accessing the web through mobile devices.
From Italy’s ‘Google Tax’ to France’s new search engine, 2013 was full of developments in international ecommerce. And it doesn’t matter which market you focus on, they all have the same thing in common – ecommerce is on the up. In this SlideShare we take you on a whistle-stop around the world tour of the last 12 months.
Quality Content and How to Create It - Figaro Digital 2015Search Laboratory
SEO is no longer about building links but about building great content. Chris Woolford, our Client Services Director, explained what makes “great content”; how it gets results and how to create it yourself at a recent Figaro Digital Content Seminar.
There have been some major developments across the international ecommerce markets in the last few months. Russian search engine Yandex has begun devaluing paid links for commercial queries in Moscow while several German newspapers have had their PageRank hit in a Google penalty.
Tax has been a vogue topic as well, with the Italian and Swedish markets both making major changes to their legislation which will have a big effect on online shopping. For all this and more see our slides.
Take a look at our Technical PPC Manager, Stewart Robertson's,' slides from his presentation on automating large scale PPC campaigns taken from our recent PPC Best Practice in 2014 and Beyond conference.
Our Head of Content & Online PR, Freia Muehlenbein, shows why translating content doesn't work and why there will always be an element of localisation required.
Paid media can be the best method to test a new market for receptiveness, but there are many considerations that need to be acted upon before even getting to this stage. Pete Whitmarsh, Head of Paid Media, explains how you go about this.
Take a look at our Analytics and Conversions Manager, Michael Hope's, slides on improving conversion rates to aid PPC campaign performance taken from our recent PPC Best Practice in 2014 and Beyond conference.
This month reports on good numbers across the board. The international countries’ ecommerce is in bloom and constantly on the rise but this also brings new demands, such as mobile friendly websites and more options for delivery. Russia’s main search engine, Yandex, is a good example of showing adaption where a new feature has launched due to popular demand and high search volume for domestic services. For this and more interesting updates in our markets, have a look at this month’s slides.
Content marketing relies on the creation of quality content. Good quality content will get shared, linked, and will provide huge PR and SEO benefits, as well as direct traffic and conversions. But what is quality content? Our CEO, Ian Harris, looks at the science behind what defines quality content from both a user perspective and also a Google / SEO perspective. Armed with the science behind quality, it is much easier for you to replicate it time and time again.
Julia Dettler, Head of International, speaks of her experiences of managing an international team and getting the best from each member in order to boost campaign results.
Across most countries, there has been an increase in smartphone usage which has triggered growth in mobile advertising, while Russia has launched a new search engine. For this and more details of the latest news, check out our slides.
PPC is innovating all the time, with new features and techniques bringing new opportunities. Find out how automation for PPC ads can be really beneficial for retailers.
What's New in Global Ecommerce in October & November 2014Search Laboratory
With the festive season just around the corner we have taken a look into the international ecommerce markets to find out the predictions for online shopping. Although Christmas has been the main focus these past few months other updates have been rolled out.
Technical SEO for international markets- Leonie Mann - Brighton SEO 2021Leonie Mann
This talk will focus on the key considerations that need to be made for technical SEO in new international markets. From choosing the correct domain structure for your needs, to ensuring your new website is setup to start ranking from day one, this talk will cover learnings from successful, and a few unsuccessful, global website launches and what to do to ensure optimal performance once live.
Insider's Guide to Creating Multilingual Websites That Drive RevenueFlorian Auckenthaler
DesigningIT & Acclaro Webinar Presentation. The webinar is geared towards digital marketing professionals, web admins and developers who are interested in creating or maintaining a successful, revenue-generation multilingual website.
The full webinar is available here https://www.youtube.com/watch?v=2x-hFKS9TuU
Going global with international SEO - Deepcrawl at Digital Growth DayOMN
Digital Growth Day: September 18, 2014
HOW TO GO GLOBAL WITH INTERNATIONAL SEO
How to implement href lang tags and avoid international duplication.
Michal Magdziarz, DeepCrawl
Presentation about SEO for IAB Belgium @Google Offices BXL (intermediate level)
TOC:
- The SEO Pyramid
- Which ranking factors matter
- SEO trends
- SEO Migration
- New sites & SEO
- Social Media & SEO
- International SEO
- Local SEO
- Video & Image SEO
- Keyword Research (finally done right)
- Optimizing your website / writing content
Making HREFLANG Manageable: Search Marketing Summit (Sydney)Erudite
Hreflang is a convoluted solution to a common problem and scaling it can be a nightmare. Even Google's John Mueller agrees "it's one of the most complex aspects of SEO". Having pioneered Hreflang sitemaps in 2011 the Erudite team have supported over 3,000 clients and tool users to complete their Hreflang projects successfully. In this presentation Nichola goes through implementation types and differences. How to manage and scale solutions. How to benchmark and communicate project success with global teams. Common errors and quirks.
HREFLANG for International SEO: Lessons from 3,000 ImplementationsErudite
In 2012 we pioneered the use of hreflang sitemaps within the SEO industry, and in being first found there was a lack of tools and process... so we made our own! Now our hreflang sitemap generator has contributed to our supporting or working directly on over 3,000 unique implementations globally. Here's a few tips on what we learned along the way.
RESS: An Evolution of Responsive Web DesignDave Olsen
Responsive web design has become an important tool for front-end developers as they develop mobile-optimized solutions for clients. Browser-detection has been an important tool for server-side developers for the same task for much longer. Unfortunately, both techniques have certain limitations. I’ll show how both front-end and server-side developers can take advantage of the new technique called RESS (Responsive Web Design with Server Side Components) that aims to be combine the best of both worlds for delivering mobile-optimized content.
Grow your Magento store: going multilingual and setting up a marketplacePromodo
Deadly sins of multilingual Magento SEO
Structure and on-site factors that influence rankings
Best practices to ensure fast and smooth indexation
Overview of online marketplaces, their types and specific features
Analysis of most popular marketplaces: vendor access, payments, order fulfillment
Solutions for building a Magento-based marketplace, pros and cons
Sooner or later we all have to work with HTML, despite its verbosity. Those of us who claim to love HTML may just be victims of Stockholm Syndrome, both praising yet secretly loathing it.
Basho designer John Newman is making the trek from the swamps of Florida to show us the way. In the modern world of markup preprocessors, these alternative syntaxes allow you to write simpler, cleaner, more concise code in a shorter amount of time. Certain techniques can even allow your team members who may be less-tech-savvy to contribute content directly without forcing you to wire up a WYSIWYG style CMS.
This talk explores great alternatives to plain HTML and CSS, and covers how Basho put these tools together to facilitate a painless, team-oriented approach to building sites and web apps.
In this presentation, featured at the Internet Summit Dallas, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Digital Summit Raleigh, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Digital Summit Boston, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
Attribution is the science of assigning credit to the marketing touch-points that a customer was exposed to prior to their purchase.
Data and tools are getting good and consumers cross multiple touch points during the conversion cycle, so the days of being ignoring attribution are over.
CTO at Search Laboratory, Angus Hamilton, discusses “Enterprise Attribution” at SearchLeeds 2018.
Looking to prepare your business for attribution? Find out more here: https://www.searchlaboratory.com/2018/06/preparing-for-attribution/
Figaro Digital 2018 - The Formula Behind Viral Marketing | Search LaboratorySearch Laboratory
Learn how the science behind viral epidemics can influence the way you plan and execute your own digital PR campaigns.
Using a data study from LinkLab, our in-house relationship management tool, we present practical case studies of viral PR campaigns and give you some actionable takeaways to help maximise your own PR success.
Find out more about the mathematics of "going viral": https://www.searchlaboratory.com/2017/02/going-viral-the-mathematics-behind-content-and-online-pr/
Getting attribution right means knowing where you can drive incremental revenue from your marketing channels. Seeing through the hype and complexity to get to the actionable insight is difficult.
Our CTO, Angus Hamilton, explains how the data-driven approach in the Google Analytics 360 Suite will help you make sense of this complex world, and provides an easy to follow explanation of attribution modelling.
Find our more about getting your business started with the Google Analytics 360 Suite: https://www.searchlaboratory.com/google-analytics-360/
Paul Shearing - Head of Analytics and Data Science - Search Laboratory
Learn how to get deeper insights from customising your implementation and utilising some of the powerful Google Analytics 360 advanced features. Using real-use cases, Paul will outline some of the more powerful features of Google Analytics for advanced marketers, and the benefits they can yield for your business when used effectively. Customisation, online-offline integration, and Google BigQuery will all be covered in this insight into what the platform can deliver.
Ed Blakeway - Head of Programmatic - Search Laboratory
In this session, Ed will discuss how you can make it easier for your clients to buy from you. He will delve into the benefits of using Audiences within Analytics 360 to create and integrate your audiences with other platforms, including DoubleClick Bid Manager, for delivering deeper insights into how your customers behave. Ed will also show you how to target your customers with the right message at the right time, while keeping your brand safe across your digital marketing channels.
Chris Attewell - Global Sales Director - Search Laboratory
The Google Analytics 360 Suite is designed to deliver deeper insights into when, why and how your customers buy from or engage with you, so you can make better marketing decisions based on accurate data. Chris will give a brief introduction to the Suite and why large companies are choosing Google Analytics 360.
PPC Bidding:How to Get an Extra 10% from Your Account | Pete Whitmarsh | Sear...Search Laboratory
Pete Whitmarsh recently spoke at SearchLeeds on how to an extra 10% from your PPC account.
The talk includes a case study example, the best way to attribute value from your PPC campaigns and three rules for setting bid targets.
Here are the slides from our masterclass session at YMS LDN, focussing on the formula behind going viral.
Included in the presentation is actionable advice on:
• The process of creating viral content
• Engaging with your target audience
• The formula you need to ensure that your content hits your online visibility goals
SEO and PPC have changed, with a host of new features and key updates. Search Laboratory's CEO, Ian Harris, looks at how these two disciplines should work together and be integrated as part of a wider digital marketing strategy and provide actionable insights you can apply to your own campaigns. As the search landscape becomes more competitive, a siloed approach simply will not provide optimal results. Find out how to maximise the ROI from your search marketing.
Search Engine Marketing in 2016 | Digital Leaders Masterclass #DLMLeedsSearch Laboratory
Search in 2016: How you need to think and what you need to do
Your search strategy is critical to your success, but how do you ensure it delivers sustainable success in a complex and ever-changing world?
In this session, Ian Harris, CEO and founder of global digital marketing agency Search Laboratory (founded in 2005), shares a unique agency-side perspective to search, as well as providing strategic insight into what brands should be doing in order to maximise the effectiveness of their search engine marketing (organic SEO and paid) campaigns.
The way search interacts with other channels is critical, but how do you deal with and make sense of the overwhelming data that is generated? All will be revealed!
When going global online, the first step is to translate. However, without thinking about localisation implications you could be duplicating work and causing problems further down the line. Ian Harris, CEO, shows how to avoid these commonly made mistakes.
Content Marketing - What is Quality Content and How to Create It | Search Lab...Search Laboratory
From the recent Figaro Digital Content Marketing seminar this session is all about content marketing and how it relies on the creation of quality content. Good quality content will get shared, linked, and will provide huge PR and SEO benefits, as well as direct traffic and conversions. But what is quality content? Ian Harris looks at the science behind what defines quality content from both a user perspective and also a Google / SEO perspective. Armed with the science behind quality, it is much easier for you to replicate it time and time again. You will see examples of this in action and take away some actionable insights into how to make your content marketing better.
During the last month of summer we have seen many changes in the international markets. SME’s and smaller publications are gaining more prominence online in both Italy and Spain. Latest reports from Scandinavia tells us the mobile usage is constantly increasing but there is a difference in preference of online payment. The latter is an important factor for Germans and their trust in e-commerce. For this and more interesting news, have a look at our latest slide show below.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. Agenda
Site structuring
– Pros and cons
Hreflang – serving correct content in correct markets
Search Console (Webmaster Tools) setup
Common mistakes and how to avoid them
#SLIDMC
4. Site structure
Three options:
– ccTLD (example.co.uk, example.fr, example.de)
– Sub-folder (example.com/uk, example.com/fr, example.com/de)
– Sub-domain (uk.example.com, fr.example.com, de.example.com)
Each have their pros and cons
#SLIDMC
5. Site structure
ccTLD (country code top level domain)
Pros:
– Very strong location signal to Google
– Trust factor amongst your audience
Cons:
– Increased linking/promotional efforts required
– Purchase and maintain each separate domain
#SLIDMC
6. Site structure
Sub-folder
Pros:
– Link authority of top level domain is shared
– Low purchase and maintenance cost
Cons:
– Potentially lower trust factor amongst your audience
– Weaker location signal compared to ccTLD
#SLIDMC
7. Site structure
Sub-domain
Pros:
– Location signal through different server locations
– Lower purchase & maintenance cost
– ‘Some’ sharing of the top level domain link authority
Cons:
– Increased linking/promotional efforts required
– Weaker location signal compared to ccTLD
#SLIDMC
8. Content structure
Multiple single-language content targeting different locations
– Example: Four pages of English content targeting GB, IE, US and AU
Translated content targeting different languages
– Example: Four pages of content in English, French, Italian and Spanish
Need to give search engines more information so they can index and
rank content correctly
#SLIDMC
9. hreflang
HTML tag in the <head> section of a page’s source code
Help Google serve the correct content to users based on their
language or location
Main examples:
– Duplicate content with small language variations (e.g. GB, IE, US,
AU)
– Fully translated content in multiple languages
#SLIDMC
10. hreflang
Duplicate content with small language variations (GB, IE, US, AU)
Which of these
should I rank for
the phrase
‘Widgets’?
Widgets
Widgets Widgets
Widgets
#SLIDMC
11. hreflang
Duplicate content with small language variations (GB, IE, US, AU)
Widgets
Widgets Widgets
WidgetsI’ll just pick one of
these and rank it
in all markets
#SLIDMC
12. hreflang
Duplicate content with small language variations (GB, IE, US, AU)
I can’t decide, so
I’ll just rank some
other pages
instead
Widgets
Widgets Widgets
Widgets
#SLIDMC
13. hreflang
Duplicate content with small language variations (GB, IE, US, AU)
<link rel="alternate" href="http://www.example.com/gb" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/ie" hreflang="en-ie" />
<link rel="alternate" href="http://www.example.com/au" hreflang="en-au" />
<link rel="alternate" href="http://www.example.com/us" hreflang="en-us" />
Ah! These are for
users in different
countries!
“This is the language
of the content”
“…specifically for users in this country”
“There are alternate
versions of this
content”
“This is where they’re
located”
*Required tag
*Optional tag
#SLIDMC
14. hreflang
Fully translated content in multiple languages
I don’t have
enough information
to rank this content
correctly
Widgets
Widgets Widgets
Widgets
#SLIDMC
15. hreflang
Fully translated content in multiple languages
That’s better. Now I
know which content
is for which query
language
English users in UK
French users in France
Spanish users in Spain
Italian users in Italy
<link rel="alternate" href="http://www.example.com/en" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it-it" />
English users
French users
Spanish users
Italian users
<link rel="alternate" href="http://www.example.com/en" hreflang="en" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it" />
#SLIDMC
16. Bonus points for…
hreflang="x-default" for content not specific to one language
Country-selector or ‘catch all’ pages
<link rel="alternate" href="http://www.example.com/world" hreflang="x-default" />
Ok, this is what I
should show users
that don’t meet the
other criteria
#SLIDMC
17. Google Search Console (Webmaster Tools)
Set up your profile and target your site to users in a specific region
Do not specify country for your site if you want to target multiple countries (e.g.
French content in France & Canada)
ccTLD (.co.uk, .fr, .de…)
will auto-detect the target
country
Can be done at domain
level, sub-domain level or
sub-folder level
#SLIDMC
18. Common mistakes
Not implementing hreflang at page level
Homepage (on all sites)
/page1.html (on all sites)
<link rel="alternate" href="http://www.example.com/" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it-it" />
<link rel="alternate" href="http://www.example.com/page1.html" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr/page1.html" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es/page1.html" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it/page1.html" hreflang="it-it" />
#SLIDMC
19. Common mistakes
Setting up a site targeting European users such as www.example.com/eu or
eu.example.com
– Europe is not a recognised ISO region/country so cannot be targeted with hreflang
– Can use hreflang="en" or hreflang="x-default" – but it may gather non-EU traffic
<link rel="alternate" href="http://www.example.com/" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it-it" />
<link rel="alternate" href="http://www.example.com/eu" hreflang="en-eu" />
<link rel="alternate" href="http://www.example.com/" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it-it" />
<link rel="alternate" href="http://www.example.com/eu" hreflang="en" />
X
<link rel="alternate" href="http://www.example.com/" hreflang="en-gb" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr-fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es-es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it-it" />
<link rel="alternate" href="http://www.example.com/eu" hreflang="x-default" />
#SLIDMC
22. Common mistakes
Specifying the country and not the language
– Language is a requirement – country is optional
<link rel="alternate" href="http://www.example.com/" hreflang="gb" />
<link rel="alternate" href="http://www.example.com/us" hreflang="us" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it" />
X
X
Not recognised language codes
#SLIDMC
23. Common mistakes
Specifying the country and not the language
– Language is a requirement – country is optional
<link rel="alternate" href="http://www.example.com/" hreflang="gb" />
<link rel="alternate" href="http://www.example.com/us" hreflang="us" />
<link rel="alternate" href="http://www.example.com/fr" hreflang="fr" />
<link rel="alternate" href="http://www.example.com/es" hreflang="es" />
<link rel="alternate" href="http://www.example.com/it" hreflang="it" />
X
X
Recognised language codes
#SLIDMC
24. Common mistakes
Redirecting users based on IP address
User
Widgets
Detect IP address & redirect
Widgets
Widgets
Detect IP address & redirect
Widgets
Widgets
X
Widgets
X
Widgets
X
Widgets
X
#SLIDMC
25. Common mistakes
Dynamic serving of content based on location (cookie, IP address, login details)
– Typically served on one single URL
User
Detect location and change content
Widgets
.com/page.html
Widgets
.com/page.html
No unique URL for Italian content
Google will only index English
#SLIDMC
26. Common mistakes
Poor internal linking
Make sure search engines can find all your content – on all your sites!
Helps to pass authority across all your international websites
https://www.apple.com/choose-your-country/ http://www.coca-cola.com/global/glp.html
#SLIDMC
27. Summary
Duplicate content for different countries? – hreflang
Translated content for different languages/countries? – hreflang
Avoid redirection or dynamic content based on location
– Severely restricting Google’s crawl
Make sure your content can be found through internal linking
Use Google Search Console for more geo-targeting options
#SLIDMC
Editor's Notes
Structuring a site correctly for technical SEO can be tricky at the best of times, so when you have to handle multiple languages or country-specific websites, this can add a whole new level of complexity.
Getting the technical elements of your international website wrong can have fairly serious ramifications such as search engines not finding all your content, ranking content in the wrong markets, or perhaps even hitting you with a duplicate content penalty because it’s found multiple version of the same piece of content.
Today I’m going to run through some of the different ways you can structure your content for international SEO, ensure that Google is serving content to the correct users, and also avoid some of the common pitfalls of expanding your site into international markets.
Different ways of structuring your website and your content, with some pros and cons of each approach
Exploring the hreflang tag and making sure search engines serve the correct content to users in specific markets
Some of the functionality in Google Search Console that can help with your international plans
Finally some common errors that can arise through this process, and how to avoid them
In terms of structuring your website, there’s three main approaches you could typically take
Firstly, a ccTLD which stands for country code top level domain
A sub-folder approach
Or a sub-domain approach, some examples of which are shown in brackets here
There’s no real right or wrong answer to this. Each approach has it’s pros and cons and one will be more suitable for specific sites and specific markets
Let’s explore some of these in a bit more detail now
Firstly, the ccTLD. A brand that utilises this approach is Coca Cola, as you can see their country-specific websites in the top right here
The biggest advantage of this approach is by far the strong location signal that it offers to search engines. Having a .co.uk site is a very strong signal as to which audience you want to target (UK), as is .fr or .de for France and Germany. This will certainly give you a ranking boost over sites that do not take this approach
It can also increase the level of trust amongst your audience and result in a better CTR from the SERPs. Users in France are notoriously swayed by .FR websites and will be more likely to click on these than generic domains such as .com
In terms of drawbacks, there is increased promotional efforts required for each site. Because they are set up and hosted separately, there’s no sharing of link authority of any parent top-level domain. So in essence, you’re building up the link authority of these sites from scratch, which can make it harder to rank.
Finally there is the small disadvantage of buying each domain, setting up and maintaining a site on it. It can be quite time consuming and if you are a major brand, you might have difficulty purchasing your country domain if someone else already owns it and wants to hold you to ransom!!
An alternative approach would be to utilise sub-folders, as Apple does with these examples here.
The main benefit of this approach is the shared link authority of the top-level domain. Any links built across all the country sites will benefit each subsequent site because that link authority is held within the top-level domain, in this example it would be Apple.com. This can have a real ranking benefit for all your regional sites, even if they are relatively new.
A secondary benefit to this approach is the lower set up and maintenance cost, comparatively to the previous approach we ran through
What holds back this approach is that it has a lower trust element compared to the ccTLD – especially in certain markets and certain industries. You may not see the strong CTR benefit that you would do if you took the ccTLD approach.
Finally, it is a much weaker location signal to search engines compared to ccTLD. In fact from the three different approaches you can take, it is the one with the weakest location signal. There are things you can do in Search Console to improve this, which we’ll go into in more detail later on
Finally the sub-domain approach, which is one that is used by Wikipedia
This approach sort of sits in between the other in two in terms of pros and cons. It doesn’t really have the full benefits of either, but similarly it doesn’t suffer from some of the restrictive drawbacks that some of them offer.
Firstly, there is a degree of location signal given to search engines because you can host separate sub-domains in separate countries, which could potentially give you a ranking boost in that country.
There is the lower purchase and maintenance cost because you can set up sub-domains to your hearts content without having to buy any new ccTLDs
Finally there is some sharing of the authority of the main domain, but certainly not as much as you would see with the sub-folder approach
So this leads us onto the drawbacks. There’s still some increased promotional and linking activity required because as I say, you won’t benefit from all of the link authority of the TLD
And the location signal offered by the server locations is nowhere near as strong as you would get with a unique ccTLD
So we’ve gone through how you might want to set up your site, I suppose something else to consider is the content you’re going to host on those sites.
You’re likely to come up against two certain situations…
Firstly, multiple single-language content targeting different locations, so in the example here we’ve got 4 pages of English content targeting these four different countries.
Secondly, you might have fully translated content that targets different languages, so here we may have 4 pages of content one for English, one for French, one for Italian and one for Spanish
Adopting either of these approaches gives you potential issues with regards to SEO, so there’s ways that we can give search engines more information about our content so that it ranks correctly, every time.
This leads us on nicely to hreflang.
Hreflang is a HTML tag that you can add directly to the source code of a page and it indicates to search engines the language of the content and also whether there are any alternate versions for other languages or specific locations.
The main purpose is to help search engines understand the language of a piece of content and therefore can help it serve it to the correct users in the correct market
There’s two main ways in which this tag will be used, and they are when you’ve got duplicated content in one language targeting multiple locations. Small variations might include pricing, use of currency, delivery options etc.
Secondly, if you have fully translated content for different languages – you still need to use the hreflang code to give Google as much information as you can to ensure the content is ranked correctly.
So just to visualise those two scenarios. Here we’ve got 4 versions of our widgets page and they’re set up to target users in different countries. The problem is, they’re all in English.
Googlebot is met with a bit of a conundrum because it doesn’t know which of these it should be ranking in which market for the keyword ‘widgets’
Googlebot is likely to react like this, and just pick one of the pages and rank it in all markets, which is not what we want.
Or, a more extreme reaction might be that it doesn’t rank any of our content and instead gives preference to our competitors – definitely not what we want!
Googlebot is likely to react like this, and just pick one of the pages and rank it in all markets, which is not what we want.
Or, a more extreme reaction might be that it doesn’t rank any of our content and instead gives preference to our competitors – definitely not what we want!
So we can use the following hreflang code to make sure this doesn’t happen, and that Google understands the setup of our content correctly.
This is how the code breaks down.
We tell Google that there’s alternate versions of this piece of content
We give them the location of these alternate versions
We tell them the language of the content
Finally we say for which country location they are relevant
Now Googlebot likes us again, and has enough information to rank all the content correctly.
One thing to say about this code is that hreflang’s primary function is to indicate the language of a piece of content, so this part of the code is necessary
Specifying a country is only optional, but obviously in this case it was needed because all our content was in English anyway
The second situation I gave was translated content in multiple languages, so again let’s look at an example.
We’ve got four pages all targeting the keyword widgets – or a localised version of the keyword – and each piece of content is translated into a local language.
This doesn’t necessarily give Googlebot enough information to rank the content correctly, especially if say we’ve hosted all this on a generic .com domain
So again we can use the hreflang code to give Google the information it needs. We’ve got the exact same setup here but we’re specifying different languages.
Here we’re clearly stating the language in which each piece of content is written, showing Google how it should rank this content.
We could be even more specific by adding a country identifier as well, but as mentioned before, this isn’t always required.
Google has all the information it needs now to rank the content accordingly in each market for each language query
Another way to use hreflang is for any piece of content that doesn’t specifically target one particular language or location. This is call the X-Default tag.
Common usage would be on country-selector pages or any kind of catch-all content. It’s to identify content that is for languages that aren’t satisfied by the other alternate versions that we’ve stated elsewhere. So if you have a visitor from some far-out pacific island for whom you don’t have a specific site, you would want to land them on this country selector page or a generic homepage.