SEO for International projects SEO for International projects
John Hossack CEO [email_address] Twitter @vkistudios Ani Lopez SEO Manager [email_address] Twitter @anilopez seo  for inte...
twitter hash tag #vkiseo seo  for international projects
INDEX 1. Cultural aspects 2. Technical SEO 3. Content localization 4. Link building 5. Web analytics seo  for internationa...
Cultural aspects  Cultural aspects pic by: http://www.flickr.com/photos/maistora  seo  for international projects
CULTURAL ASPECTS language Internet Top Languages English:  431 million users non-English:  857 million users 1
1 CULTURAL ASPECTS different habits How  regional context  influence your strategy? In  Mediterranean  counties Internet u...
1 <ul><li>CULTURAL ASPECTS </li></ul><ul><li>different habits </li></ul><ul><li>How  local habits  may influence your stra...
Tecnnical SEO Technical SEO pic by: http://www.flickr.com/photos/b-tal  seo  for international projects
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Continental / regional Top L...
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Common situations: </li></ul...
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Best option  domains by coun...
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Second option  directories b...
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Directories by country/langu...
<ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Directories by country/langu...
<ul><li>TECHNICAL SEO </li></ul><ul><li>multilingual, directories and subdomains </li></ul><ul><li>Worst option  subdomain...
TECHNICAL SEO multicountry multilingual handling Are  IPs by country  important? Not actually (and it is expensive) Countr...
TECHNICAL SEO multicountry multilingual handling 2
TECHNICAL SEO multicountry multilingual handling IPs are not important  if options at Webmastertools are properly set Rank...
TECHNICAL SEO multicountry multilingual handling Add xml sitemaps by subdirectory/country 2
TECHNICAL SEO multilingual handling Do not mix languages  in same page / directory 2
TECHNICAL SEO multilingual handling Search Engines are great at detecting languages Metatags for language definition are u...
TECHNICAL SEO multicountry multilingual handling Entrance page for selecting language or country is a  bad idea , don't ma...
Content localization Content localization seo  for international projects
CONTENT LOCALIZATION Google translate is  great tool  but it is the worst idea  to translate keywords / content 3 FAIL !
3
3
3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Same language, different words by country </li></ul><ul><li>Spanish </li>...
3 CONTENT LOCALIZATION
3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Portuguese </li></ul><ul><li>English train </li></ul><ul><li>Brazilian tr...
3 CONTENT LOCALIZATION
3 CONTENT LOCALIZATION
3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>No other Search Engine makes a better </li></ul><ul><li>job on multilingu...
3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Domains </li></ul><ul><li>Company bought these domains: </li></ul><ul><li...
3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>sports soccer .us </li></ul><ul><li>sports fussball .de </li></ul><ul><li...
3 CONTENT LOCALIZATION  bad solutions
3 CONTENT LOCALIZATION  bad solutions
Link building Link building pic by: http://www.flickr.com/photos/ rigmarole  seo  for international projects
4 <ul><li>LINK BUILDING </li></ul><ul><li>Coherence  in your link building strategy </li></ul><ul><li>Links  pointing from...
4 LINK BUILDING comp.com/es/ comp.com/es- ar / “ venta mayorista” “ venta al por mayor”
Web analytics Web analytics pic by: http://www.flickr.com/photos/celinesphotographer  seo  for international projects
5 WEB ANALYTICS Global data is nice but useless. Non-segmented data leads you to wrong decisions. Segmentation
5 WEB ANALYTICS Advanced Segments combining Language and Region/Country shows how effective your SEO is
5 WEB ANALYTICS Company having sites for Spain and Latin American countries. Domain by country. Spain's site: How much tra...
5 WEB ANALYTICS Create filter to segment keywords by country specific Search Engines
Thanks ! Questions? John Hossack Ani Lopez [email_address] [email_address] Blog Twitter http://blog.vkistudios.com @vkistu...
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Taking your Website Worldwide - International SEO Webinar

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Taking your Website Worldwide - International SEO Webinar

  1. 1. SEO for International projects SEO for International projects
  2. 2. John Hossack CEO [email_address] Twitter @vkistudios Ani Lopez SEO Manager [email_address] Twitter @anilopez seo for international projects
  3. 3. twitter hash tag #vkiseo seo for international projects
  4. 4. INDEX 1. Cultural aspects 2. Technical SEO 3. Content localization 4. Link building 5. Web analytics seo for international projects
  5. 5. Cultural aspects Cultural aspects pic by: http://www.flickr.com/photos/maistora seo for international projects
  6. 6. CULTURAL ASPECTS language Internet Top Languages English: 431 million users non-English: 857 million users 1
  7. 7. 1 CULTURAL ASPECTS different habits How regional context influence your strategy? In Mediterranean counties Internet use is driven more by social factors than anything else, where Nordic countries rely on the internet for more pragmatic, functional purposes .
  8. 8. 1 <ul><li>CULTURAL ASPECTS </li></ul><ul><li>different habits </li></ul><ul><li>How local habits may influence your strategy. </li></ul><ul><li>Online shoppers prefer to fill their online carts: </li></ul><ul><li>Spanish between 12 and 1pm </li></ul><ul><li>Germans and Italians between 2 and 4pm </li></ul><ul><li>Danish shop from 5 to 6pm </li></ul><ul><li>French shopping activities from 6 to 10pm </li></ul><ul><li>British shopping hours around 8pm </li></ul><ul><li>Swedes follow around 9pm </li></ul>
  9. 9. Tecnnical SEO Technical SEO pic by: http://www.flickr.com/photos/b-tal seo for international projects
  10. 10. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Continental / regional Top Level Domains </li></ul><ul><li>.eu .asia </li></ul><ul><li>Useless from SEO perspective </li></ul><ul><li>Not related to specific countries </li></ul><ul><li>Europe / Asia are not uniform cultural entities </li></ul>2
  11. 11. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Common situations: </li></ul><ul><li>one country, several languages </li></ul><ul><li>one language , several countries </li></ul><ul><li>How can we do it? </li></ul><ul><li>main domain and subdirectories per language? </li></ul><ul><li>main domain and directories per language? </li></ul><ul><li>domains by country? </li></ul>2
  12. 12. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Best option domains by country </li></ul><ul><li>mycompany .com US </li></ul><ul><li>mycompany .fr France </li></ul><ul><li>mycompany .de Germany </li></ul><ul><li>but usually the most expensive: </li></ul><ul><li>technical resurces required </li></ul><ul><li>complicated to manage and coordinate </li></ul><ul><li>one CMS for all or one per domain? </li></ul>2
  13. 13. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Second option directories by country/language </li></ul><ul><li>mycompany.com US </li></ul><ul><li>mycompany.com /fr/ France </li></ul><ul><li>mycompany.com /de/ Germany </li></ul><ul><li>One language, several countries </li></ul><ul><li>mycompany.com /es/ Spain </li></ul><ul><li>mycompany.com /es-ar / Argentina </li></ul><ul><li>mycompany.com /es-mx/ Mexico </li></ul>2
  14. 14. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Directories by country/language </li></ul><ul><li>One country, several languages </li></ul><ul><li>mycompany.com /es/ Spain generic </li></ul><ul><li>mycompany.com /es-eu/ Spain / Basc </li></ul><ul><li>mycompany.com /es-gl/ Spain / Galician </li></ul><ul><li>mycompany.com /es-ca/ Spain / Catalan </li></ul>2
  15. 15. <ul><li>TECHNICAL SEO </li></ul><ul><li>domains, directories and subdomains </li></ul><ul><li>Directories by country/language </li></ul><ul><li>cheaper: less technical resources required </li></ul><ul><li>simple to manage and coordinate </li></ul><ul><li>directories contribute to increase the general </li></ul><ul><li>relevancy of domain and inherit its relevancy </li></ul><ul><li>Follow ISO 639-1 two letter codes </li></ul><ul><li>OK /es/ KO /spa/ /spain/ </li></ul>2
  16. 16. <ul><li>TECHNICAL SEO </li></ul><ul><li>multilingual, directories and subdomains </li></ul><ul><li>Worst option subdomains by country </li></ul><ul><li>Search Engines consider subdomains almost a </li></ul><ul><li>completely different entity than their domain (take a considerable amount of time to gain traction within the SERP’s) </li></ul><ul><li>they don’t inherit most of the domain's relevancy </li></ul><ul><li>contribute poorly to increase the domain's </li></ul><ul><li>relevancy </li></ul>2
  17. 17. TECHNICAL SEO multicountry multilingual handling Are IPs by country important? Not actually (and it is expensive) Country TLD's automatically associated to country Webmastertools help directories-by-country sites to be associate with countries 2
  18. 18. TECHNICAL SEO multicountry multilingual handling 2
  19. 19. TECHNICAL SEO multicountry multilingual handling IPs are not important if options at Webmastertools are properly set Rank #1 in Google.pt 'Pages from Portugal' checked, server located in Canada 2
  20. 20. TECHNICAL SEO multicountry multilingual handling Add xml sitemaps by subdirectory/country 2
  21. 21. TECHNICAL SEO multilingual handling Do not mix languages in same page / directory 2
  22. 22. TECHNICAL SEO multilingual handling Search Engines are great at detecting languages Metatags for language definition are useless <meta http-equiv=&quot;content-language&quot; content=&quot;en&quot;> If used, do it right < html xmlns=&quot;http://www.w3.org/1999/xhtml&quot; xml:lang=&quot;en&quot; lang=&quot;en&quot;> Indicate the right charset right after <head> <meta http-equiv=&quot;Content-Type&quot; content=&quot;text/html; charset=iso-8859-1&quot; /> 2
  23. 23. TECHNICAL SEO multicountry multilingual handling Entrance page for selecting language or country is a bad idea , don't make me click/think. Language (browser) / Country (IP) auto detection + redirect to right content is the best option using cookies to store user preferences Do it server side, no JS, with proper redirections Double check indexability in all web site or sites 2
  24. 24. Content localization Content localization seo for international projects
  25. 25. CONTENT LOCALIZATION Google translate is great tool but it is the worst idea to translate keywords / content 3 FAIL !
  26. 26. 3
  27. 27. 3
  28. 28. 3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Same language, different words by country </li></ul><ul><li>Spanish </li></ul><ul><li>English wholesale </li></ul><ul><li>Castillian venta al por mayor </li></ul><ul><li>Argentinian venta mayorista </li></ul><ul><li>Mexican mayoreo </li></ul>
  29. 29. 3 CONTENT LOCALIZATION
  30. 30. 3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Portuguese </li></ul><ul><li>English train </li></ul><ul><li>Brazilian trem </li></ul><ul><li>Portuguese comboio </li></ul><ul><li>Sometimes it is just a character </li></ul><ul><li>Brazilian correção </li></ul><ul><li>Portuguese corre c ção </li></ul>
  31. 31. 3 CONTENT LOCALIZATION
  32. 32. 3 CONTENT LOCALIZATION
  33. 33. 3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>No other Search Engine makes a better </li></ul><ul><li>job on multilingual support than Google. </li></ul><ul><li>Most acurated data and they are free tools . </li></ul><ul><li>Google Translate </li></ul><ul><li>Google Translated Search </li></ul><ul><li>Local Google, country specific </li></ul><ul><li>Google Insights for Search </li></ul><ul><li>Local search engines can help too: </li></ul><ul><li>Yandex.ru, Yahoo.jp, Baidu.cn </li></ul>
  34. 34. 3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>Domains </li></ul><ul><li>Company bought these domains: </li></ul><ul><li>sportsfootball.us </li></ul><ul><li>sportsfootball.de </li></ul><ul><li>sportsfootball.es </li></ul><ul><li>sportsfootball.it </li></ul><ul><li>FAIL ! Why? </li></ul>
  35. 35. 3 <ul><li>CONTENT LOCALIZATION </li></ul><ul><li>sports soccer .us </li></ul><ul><li>sports fussball .de </li></ul><ul><li>sports futbol .es </li></ul><ul><li>sports calcio .it </li></ul><ul><li>Average web search according to Google Insights </li></ul><ul><li>DE football 8 fussball 27 </li></ul><ul><li>ES football 5 futbol 61 </li></ul><ul><li>IT football 5 calcio 68 </li></ul>OK !
  36. 36. 3 CONTENT LOCALIZATION bad solutions
  37. 37. 3 CONTENT LOCALIZATION bad solutions
  38. 38. Link building Link building pic by: http://www.flickr.com/photos/ rigmarole seo for international projects
  39. 39. 4 <ul><li>LINK BUILDING </li></ul><ul><li>Coherence in your link building strategy </li></ul><ul><li>Links pointing from each country to its related directory or domain </li></ul><ul><li>company.com/es/ ← Links from Spain </li></ul><ul><li>company.com/es-ar/ ← Links from Argentina </li></ul><ul><li>company.com/es-cl/ ← Links from Chile </li></ul><ul><li>make use of localized anchor texts in links </li></ul>
  40. 40. 4 LINK BUILDING comp.com/es/ comp.com/es- ar / “ venta mayorista” “ venta al por mayor”
  41. 41. Web analytics Web analytics pic by: http://www.flickr.com/photos/celinesphotographer seo for international projects
  42. 42. 5 WEB ANALYTICS Global data is nice but useless. Non-segmented data leads you to wrong decisions. Segmentation
  43. 43. 5 WEB ANALYTICS Advanced Segments combining Language and Region/Country shows how effective your SEO is
  44. 44. 5 WEB ANALYTICS Company having sites for Spain and Latin American countries. Domain by country. Spain's site: How much traffic coming from Latin America? Traffic coming from else where?
  45. 45. 5 WEB ANALYTICS Create filter to segment keywords by country specific Search Engines
  46. 46. Thanks ! Questions? John Hossack Ani Lopez [email_address] [email_address] Blog Twitter http://blog.vkistudios.com @vkistudios

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