Presentation from SMX West 2010 on search engine visibility considerations for the use of domains and URLs to organize website content. Companion blog post: http://www.antezeta.com/blog/international-domain-strategies

1. Domain & URL Strategies for
Multilingual & Multinational Sites
SMX West
Sean Carlos
3 March 2010
Sean Carlos 1
www.antezeta.com/blog
sean [symbol here] antezeta.com

2. We're here
Sean Carlos 2
www.antezeta.com/blog
sean [symbol here] antezeta.com

3. Many of us are likely from here
Sean Carlos 3
www.antezeta.com/blog
sean [symbol here] antezeta.com

4. Our clients are probably here
Sean Carlos 4
www.antezeta.com/blog
sean [symbol here] antezeta.com

5. The English speaking world as seen by
Bing & Google
Sean Carlos 5
www.antezeta.com/blog
sean [symbol here] antezeta.com

6. Organizing Multilingual &
Multinational Website Content
Two Dimensions:
Language & Geography
1. The Five Options
2. Considerations driving a
domain / URL strategy
Sean Carlos 6
www.antezeta.com/blog
sean [symbol here] antezeta.com

7. 1. Top Level Domains (TLDs)
www.mysite.com gTLD
www.mysite.mx ccTLD
www.mysite.it
Sean Carlos 7
www.antezeta.com/blog
sean [symbol here] antezeta.com

8. 2. Subdomains
en.mysite.com
es.mysite.com
it.mysite.com
Sean Carlos 8
www.antezeta.com/blog
sean [symbol here] antezeta.com

9. 3. Directories (Folders) on the Web Server
www.mysite.com/en
www.mysite.com/es
www.mysite.com/it
Sean Carlos 9
www.antezeta.com/blog
sean [symbol here] antezeta.com

10. 4. URL Parameters Not recommended
● Set a page's language and/or personalize
for a target market
– Google often uses hl=<code> to set a page's
language, e.g.
● http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=62399
– Bing country and language settings can be
changed by appending setmkt=<code> to
the bing URL, e.g.
● http://www.bing.com/?setmkt=de-CH
Sean Carlos 10
www.antezeta.com/blog
sean [symbol here] antezeta.com

11. 5. Chance
Not recommended
(A.K.A. no Organization)
● Site pages
– are in various languages with no particular
organization.
– may contain multiple languages within the
same page.
Sean Carlos 11
www.antezeta.com/blog
sean [symbol here] antezeta.com

12. Organizing Multilingual &
Multinational Website Content
Two Dimensions:
Language & Geography
1. The Five Options
2. Considerations driving a
domain / URL strategy
Sean Carlos 12
www.antezeta.com/blog
sean [symbol here] antezeta.com

13. Search Engines guess “Intended” Market
● Search engines may associate a website to
a geographic market by looking at
domain country codes (ccTLD) or
server IP for generic domains (gTLD)
Google allows geo
assignment of
gTLDs in Google
Webmaster Tools –
Google ONLY
Sean Carlos 13
www.antezeta.com/blog
sean [symbol here] antezeta.com

14. Influence of Incoming Links
● Search engines will most likely consider the
“location” of sites providing incoming
links when ranking a page for a particular
market
Sean Carlos 14
www.antezeta.com/blog
sean [symbol here] antezeta.com

15. Users Scan Search Result URLs
● Multiple studies have noted users scan
URLs when deciding which search
result to select
– Microsoft Research
– Marketing Sherpa Search Marketing Guide 2008
● Users probably prefer “their” country
specific domain in search results
Sean Carlos 15
www.antezeta.com/blog
sean [symbol here] antezeta.com

16. Specific considerations
for the recommended options
Sean Carlos 16
www.antezeta.com/blog
sean [symbol here] antezeta.com

17. Country Code Top Level Domains
(www.mysite.it)
Tailoring for content differences, e.g. $, €
Strong signal target market
Track separately in Webmaster Tools, WA
If language spoken in multiple countries
– link dilution (“duplicate content”)
If multiple languages used in country
– still have issues, e.g. Canada, Switzerland
Registration hurdles
– physical presence or other requirements
Sean Carlos 17
www.antezeta.com/blog
sean [symbol here] antezeta.com

18. Subdomains for each Market
(it.mysite.com)
No registration issues
Host each subdomain in local market to
set server IP geolocation signal (but will
you?)
Track separately in Webmaster Tools, WA
Market needs may require multiple
subdomains for same language
Link dilution (but more relevant)
Weaker URL signal for users scanning
search results Sean Carlos
www.antezeta.com/blog
18
sean [symbol here] antezeta.com

19. Directories for each Market
(www.mysite.com/it)
No registration issues
All links going to same domain
– but from discordant sources
Need multiple directories for some lang.?
Ambiguous geolocation targeting
– server IP signal not helpful
– Mixing multiple languages in same site
Weak URL for users scanning search results
Sean Carlos 19
www.antezeta.com/blog
sean [symbol here] antezeta.com

20. Thank You!
Sean Carlos
Web Marketing Training & Consulting
sean [symbol here] antezeta.com
www.antezeta.com/blog
Tel: +1 617 765 0250 (US)
+39 02 69 000 333 (Europe)
Skype: sean-carlos
Twitter: seancarlos
Sean Carlos 20
www.antezeta.com/blog
sean [symbol here] antezeta.com

21. US only Site? You're not Immune....
● If you
– choose a cute domain extension from a
small country
– host your site on servers outside the USA
Search engines may not be sure who
you're trying to target
bit.ly Libya?
Mitigate w/ incoming link selection
Sean Carlos 21
www.antezeta.com/blog
sean [symbol here] antezeta.com

22.
Domain & URL Strategies for
Multilingual & Multinational Sites
SMX West
Sean Carlos
3 March 2010
Sean Carlos 1
www.antezeta.com/blog
sean [symbol here] antezeta.com

23.
We're here
Sean Carlos 2
www.antezeta.com/blog
sean [symbol here] antezeta.com
Setting the stage: we're currently Santa Clara
centric.

24.
Many of us are likely from here
Sean Carlos 3
www.antezeta.com/blog
sean [symbol here] antezeta.com
A majority of attendees are probably from a
nearby radius

25.
Our clients are probably here
Sean Carlos 4
www.antezeta.com/blog
sean [symbol here] antezeta.com
Most businesses are probably targeting a
national audience

26.
The English speaking world as seen by
Bing & Google
Sean Carlos 5
www.antezeta.com/blog
sean [symbol here] antezeta.com
Yet even if we just consider English speaking
countries, the view seen by Google, Bing & Co.
is more complicated. We are potentially
competing with similar websites from Canada,
England, Australia, South Africa.
For those in the audience focusing solely on a
domestic audience in English, you'll see how
these issues can impact you too.

27.
Organizing Multilingual &
Multinational Website Content
Two Dimensions:
Language & Geography
1. The Five Options
2. Considerations driving a
domain / URL strategy
Sean Carlos 6
www.antezeta.com/blog
sean [symbol here] antezeta.com

28.
1. Top Level Domains (TLDs)
www.mysite.com gTLD
www.mysite.mx ccTLD
www.mysite.it
Sean Carlos 7
www.antezeta.com/blog
sean [symbol here] antezeta.com
gTLD - generic top-level domain
ccTLD - country-code top-level domains
Master list of top level domains is managed by
IANA (The Internet Assigned Numbers
Authority). Contains 251 country codes +
Catalonia (CAT) and Europe (EU)
http://www.iana.org/domains/root/db/

29.
2. Subdomains
en.mysite.com
es.mysite.com
it.mysite.com
Sean Carlos 8
www.antezeta.com/blog
sean [symbol here] antezeta.com

30.
3. Directories (Folders) on the Web Server
www.mysite.com/en
www.mysite.com/es
www.mysite.com/it
Sean Carlos 9
www.antezeta.com/blog
sean [symbol here] antezeta.com

31.
4. URL Parameters Not recommended
● Set a page's language and/or personalize
for a target market
– Google often uses hl=<code> to set a page's
language, e.g.
● http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=62399
– Bing country and language settings can be
changed by appending setmkt=<code> to
the bing URL, e.g.
● http://www.bing.com/?setmkt=de-CH
Sean Carlos 10
www.antezeta.com/blog
sean [symbol here] antezeta.com
URL parameters add complexity which may
discourage users from clicking on a search
result even if a page is indexed by search
engines.

32.
5. Chance
Not recommended
(A.K.A. no Organization)
● Site pages
– are in various languages with no particular
organization.
– may contain multiple languages within the
same page.
Sean Carlos 11
www.antezeta.com/blog
sean [symbol here] antezeta.com
Disorganization should be left in the dorm room!

33.
Organizing Multilingual &
Multinational Website Content
Two Dimensions:
Language & Geography
1. The Five Options
2. Considerations driving a
domain / URL strategy
Sean Carlos 12
www.antezeta.com/blog
sean [symbol here] antezeta.com

34.
Search Engines guess “Intended” Market
● Search engines may associate a website to
a geographic market by looking at
domain country codes (ccTLD) or
server IP for generic domains (gTLD)
Google allows geo
assignment of
gTLDs in Google
Webmaster Tools –
Google ONLY
Sean Carlos 13
www.antezeta.com/blog
sean [symbol here] antezeta.com
See also:
Google Geo Targeting in Google Webmaster
Tools
http://www.google.com/support/webmasters/bin/answ
Bing
http://www.bing.com/community/blogs/webmaster/ar
http://help.live.com/help.aspx?project=wl_webmasters
http://www.bing.com/toolbox/support/how-can-i-incre

35.
Influence of Incoming Links
● Search engines will most likely consider the
“location” of sites providing incoming
links when ranking a page for a particular
market
Sean Carlos 14
www.antezeta.com/blog
sean [symbol here] antezeta.com

36.
Users Scan Search Result URLs
● Multiple studies have noted users scan
URLs when deciding which search
result to select
– Microsoft Research
– Marketing Sherpa Search Marketing Guide 2008
● Users probably prefer “their” country
specific domain in search results
Sean Carlos 15
www.antezeta.com/blog
sean [symbol here] antezeta.com

37.
Specific considerations
for the recommended options
Sean Carlos 16
www.antezeta.com/blog
sean [symbol here] antezeta.com

38.
Country Code Top Level Domains
(www.mysite.it)
Tailoring for content differences, e.g. $, €
Strong signal target market
Track separately in Webmaster Tools, WA
If language spoken in multiple countries
– link dilution (“duplicate content”)
If multiple languages used in country
– still have issues, e.g. Canada, Switzerland
Registration hurdles
– physical presence or other requirements
Sean Carlos 17
www.antezeta.com/blog
sean [symbol here] antezeta.com

39.
Subdomains for each Market
(it.mysite.com)
No registration issues
Host each subdomain in local market to
set server IP geolocation signal (but will
you?)
Track separately in Webmaster Tools, WA
Market needs may require multiple
subdomains for same language
Link dilution (but more relevant)
Weaker URL signal for users scanning
search results Sean Carlos
www.antezeta.com/blog
18
sean [symbol here] antezeta.com

40.
Directories for each Market
(www.mysite.com/it)
No registration issues
All links going to same domain
– but from discordant sources
Need multiple directories for some lang.?
Ambiguous geolocation targeting
– server IP signal not helpful
– Mixing multiple languages in same site
Weak URL for users scanning search results
Sean Carlos 19
www.antezeta.com/blog
sean [symbol here] antezeta.com

41.
Thank You!
Sean Carlos
Web Marketing Training & Consulting
sean [symbol here] antezeta.com
www.antezeta.com/blog
Tel: +1 617 765 0250 (US)
+39 02 69 000 333 (Europe)
Skype: sean-carlos
Twitter: seancarlos
Sean Carlos 20
www.antezeta.com/blog
sean [symbol here] antezeta.com

42.
US only Site? You're not Immune....
● If you
– choose a cute domain extension from a
small country
– host your site on servers outside the USA
Search engines may not be sure who
you're trying to target
bit.ly Libya?
Mitigate w/ incoming link selection
Sean Carlos 21
www.antezeta.com/blog
sean [symbol here] antezeta.com