International SEO by Lisa Myers

transcript

#DigitalMarketingShow @LisaDMyers

International SEOfor 2014

International SEO – is it really that different?

Musts For International Success

# 1 Geo-targeting

#2 Language

#3 Link Development

Estimated 8.26 billion web pages

different indexes for different countries, i.e

google.co.uk and google.dk(or Yahoo...ehm...)

You need to help the engines figure out WHICH index you want to be found in

#DigitalMarketingShow @LisaDMyers@LisaDMyers #SearchLove

#1 geo-targeting

Geo-targeting

Making sure your website is indexed in the right geographical index. Options:

- ccTLD, Sub domain or Sub Directory- Using Google webmaster tools- Using Hreflang Attribute

- Little/or no benefits of links to main domain

+ Authority of links to the domain

country code TLD

ccTLDs

Country specific TLDs such as .co.uk .de and .fr is the best sign you can give the search engine to which geographical index you want to be index and ranked in.

If you have an office (or will have) in the relevant country and it is a growing businessccTLDs are recommended.

Especially if you also have a marketingbudget in those countries (or in housecapabilities).

Having a marketing department in a country and still being on a sub folder is a bit like living at home with your parents at 30!

using subfolder

When subfolders should be used

- Budget restrictions & no local marketing

- Sites that will never have local offices

- Initial geo targeting & time restraints- Informational sites

+ benefit of link authority of entire domain!

using subdomains

When Subdomains Should be Used

• Technically it’s a middle road between ccTLDs and sub folders but in my opinion NOT ideal

• Easy to implement and can have separate hosting BUT don’t benefit in whole of the link authority on main domain

webmaster tools

For non geo specific TLD like: .com .net .org .info etc…

You can set target country in Webmaster tools.

BUT don’t restrict yourself. Only to be used if you definitely DON’T want to show up in any other indexes

25% of sites has wrong geo targeting settings! source: John Mueller Google

hreflang attributeThe new way of saying “It’s the translated page innit” or “it’s suppose to be indexed in this country”

What is it?

The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.

When to use Href lang

• You translate only the template of your page, such as the navigation and footer, and keep the main content in a single language

• Your pages have broadly similar content within a single language, but the content has small regional variations. For example, English-language in the US, GB, and Ireland.

• Your site content is fully translated. For example, you have both German and English versions of each page.

Guides on Hreflang

Google’s guide on hreflang

Can be implemented as a HTML link element in the header <link rel="alternate" hreflang="en" href="http://www.example.com/en" > <link rel="alternate" hreflang="de" href="http://www.example.com/de" >

(must be implemented within HTML on BOTH URLs)

Or by Implementing Hreflang using sitemaps (recommended)

Tool for creating sitemap

the Mediaflow created this tool to make it easier:www.themediaflow.com/resources/tools/href-lang-tool/

BTW!The Hreflang attribute will NOT make your site rank higher!!

#2 language

Target differently

YOU Need to speak the language AND understand the culture!

• If you want traffic from Germany; ihre Sprache sprechen. Funnily enough the search engines also believes that a site that has content in German might also be targeting Germany.

Simples. End of.

Speak Their Language!

Don’t directly translate and for F#%* sake don’t use Google translate and think that’s it.

@LisaDMyers #SearchLove

21 ShadesOf Verve Search

Don’t use the big BRANDS as a guide!

Nike website NOWHERE to be found

IP Detection/Redirection

• Several big issues with IP Detection but mainly the problem that bots usually crawl from US IP so therefore might never see your other content.

• Instead maybe use a javascript overlay that detects IP address and requests users to select relevant country!!!

#3 link

development

Google’s algorithm has changed more significantly

in the last 1 ½ years than

the 3 years before that combined!

FCUKSEO

1.Tightened the linking algorithm2.Deep pages, unique content and

relevancy

3.Over optimisation crack down

4.Semantic language & Understanding

of related words/sentences

+++ peoples attitude to links

Linking is badIt will hurt your siteNofollow EVERYTHING……….

It’s called the world wide web….because of sites, get this, linking!!

BREAKING NEWS

1. We need to do what we can with what we have

2. We need to think smarter

When one door closes

Attract rather than Sell

Create content that DESERVES links and market that content.

Get blogging#1

Blogging } increasing keyword reach + profile

A blog can:

- Increases keyword reach considerably

- Increases usability and conversion by integrating content

- Increase link equity- Increase social equity- Adds personality and social presence- Make it easier to do outreach

Especially powerful in countries where the competition isn’t as high in the SERPs

You can in effect rank within the first positions in Google overnight for long tail keywords in a lot of European countries.

UK vs Norway Competitors

97,000 links 2,000 links

Blogging makes outreach easier

+ Rel=Author

Smarter Outreach#2

TOPICS that you care about WILL ALWAYS do better!

Ben loves cycling

Matt loves Art

Josie Loves Fashion

Content doesn’t just mean articles!

When you hit a wall

Find another way!!!

When starting outreach in Norway we realised quickly that the same strategy that the even the strategy we had in Sweden and Denmark weren’t applicable.

http://www.visitnorway.com/the-northern-lights/northern-lights-infographic

Competition – Londonist.comPR6 Considerable reach traffic + social“London Hotel” Link

sk8seeing- Brighton on a Skateboard

Embed codes!

In short

#1 Chose the right geo targeting for you

#2 Speak the language – “innit”

#3 Start creating campaigns to ATTRACT links

Make it awesome or don’t bother.

Thank you!

lisa@vervesearch.comwww.vervesearch.com