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International SEO Preso at Digital Marketing Show 2013

Date post:14-Sep-2014
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International SEOfor 2014#DigitalMarketingShow@LisaDMyersInternational SEO is it really that different?#DigitalMarketingShow@LisaDMyersMusts For International Success# 1 Geo-targeting

#2 Language

#3 Link Development#DigitalMarketingShow@LisaDMyersEstimated 8.26 billion web pages

different indexes for different countries, i.egoogle.co.uk and google.dk(or Yahoo...ehm...)

#DigitalMarketingShow@LisaDMyersYou need to help the engines figure out WHICH index you want to be found in#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove #1 geo-targeting#DigitalMarketingShow@LisaDMyersGeo-targetingMaking sure your website is indexed in the right geographical index. Options:

- ccTLD, Sub domain or Sub Directory- Using Google webmaster tools- Using Hreflang Attribute #DigitalMarketingShow@LisaDMyers

- Little/or no benefits of links to main domain

+ Authority of links to the domain#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove country code TLD#DigitalMarketingShow@LisaDMyersccTLDsCountry 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.

#DigitalMarketingShow@LisaDMyers

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).#DigitalMarketingShow@LisaDMyers

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!

#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove using subfolder#DigitalMarketingShow@LisaDMyersWhen subfolders should be usedBudget restrictions & no local marketingSites that will never have local offices Initial geo targeting & time restraintsInformational sites+ benefit of link authority of entire domain!

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove using subdomains#DigitalMarketingShow@LisaDMyersWhen Subdomains Should be UsedTechnically its a middle road between ccTLDs and sub folders but in my opinion NOT idealEasy to implement and can have separate hosting BUT dont benefit in whole of the link authority on main domain

#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove webmaster tools#DigitalMarketingShow@LisaDMyersFor non geo specific TLD like: .com .net .org .info etc

You can set target country in Webmaster tools.#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyersBUT dont restrict yourself. Only to be used if you definitely DONT want to show up in any other indexes#DigitalMarketingShow@LisaDMyers25% of sites has wrong geo targeting settings! source: John Mueller Google#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove hreflang attribute

The new way of saying Its the translated page innit or its suppose to be indexed in this country

#DigitalMarketingShow@LisaDMyersWhat is it?The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.

#DigitalMarketingShow@LisaDMyersWhen to use Href langYoutranslate only the template of your page, such as the navigation and footer, and keep the main content in a single language

Your pages havebroadly 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 isfully translated. For example, you have both German and English versions of each page.

#DigitalMarketingShow@LisaDMyersGuides on HreflangGoogles guide on hreflang

Can be implemented as a HTML link element in the header

(must be implemented within HTML on BOTH URLs)

Or by Implementing Hreflang using sitemaps (recommended)

#DigitalMarketingShow@LisaDMyersTool for creating sitemapthe Mediaflow created this tool to make it easier:www.themediaflow.com/resources/tools/href-lang-tool/#DigitalMarketingShow@LisaDMyersBTW!The Hreflang attribute will NOT make your site rank higher!!#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove #2 language#DigitalMarketingShow@LisaDMyersTarget differently

#DigitalMarketingShow@LisaDMyersYOU Need to speak the language AND understand the culture!#DigitalMarketingShow@LisaDMyersIf 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.

#DigitalMarketingShow@LisaDMyersSpeak Their Language!Dont directly translate and for F#%* sake dont use Google translate and think thats it.@LisaDMyers#SearchLove#DigitalMarketingShow@LisaDMyers21 ShadesOf Verve Search

#DigitalMarketingShow@LisaDMyersDont use the big BRANDS as a guide!#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove

#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove

#DigitalMarketingShow@LisaDMyers

Nike website NOWHERE to be found#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove

#DigitalMarketingShow@LisaDMyersIP Detection/RedirectionSeveral 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!!!

#DigitalMarketingShow@LisaDMyers@LisaDMyers#SearchLove #3 link development#DigitalMarketingShow@LisaDMyersGoogles algorithm has changed more significantly in the last 1 years than the 3 years before that combined!

#DigitalMarketingShow@LisaDMyers

FCUKSEO

#DigitalMarketingShow@LisaDMyers

Tightened the linking algorithmDeep pages, unique content and relevancyOver optimisation crack downSemantic language & Understanding of related words/sentences

#DigitalMarketingShow@LisaDMyers+++ peoples attitude to linksLinking is badIt will hurt your siteNofollow EVERYTHING.

#DigitalMarketingShow@LisaDMyersIts called the world wide web.because of sites, get this, linking!!BREAKING NEWS#DigitalMarketingShow@LisaDMyers1. We need to do what we can with what we have

2. We need to think smarter

#DigitalMarketingShow@LisaDMyersWhen one door closes

#DigitalMarketingShow@LisaDMyersAttract rather than SellCreate content that DESERVES links and market that content.

#DigitalMarketingShow@LisaDMyersGet blogging#1#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyersBlogging } increasing keyword reach + profile #DigitalMarketingShow@LisaDMyersA blog can:

Increases keyword reach considerablyIncreases usability and conversion by integrating contentIncrease link equityIncrease social equityAdds personality and social presenceMake it easier to do outreach

#DigitalMarketingShow@LisaDMyersEspecially powerful in countries where the competition isnt 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.#DigitalMarketingShow@LisaDMyersUK vs Norway Competitors

97,000 links2,000 links#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyersBlogging makes outreach easier

+ Rel=Author#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyersSmarter Outreach#2#DigitalMarketingShow@LisaDMyersTOPICS that you care about WILL ALWAYS do better!#DigitalMarketingShow@LisaDMyersBen loves cycling

#DigitalMarketingShow@LisaDMyersMatt loves Art

#DigitalMarketingShow@LisaDMyersJosie Loves Fashion

#DigitalMarketingShow@LisaDMyersContent doesnt just mean articles!#DigitalMarketingShow@LisaDMyersWhen you hit a wallFind 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 werent applicable.

#DigitalMarketingShow@LisaDMyers

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

#DigitalMarketingShow@LisaDMyersCompetition Londonist.comPR6 Considerable reach traffic + socialLondon Hotel Link

#DigitalMarketingShow@LisaDMyerssk8seeing- Brighton on a Skateboard #DigitalMarketingShow@LisaDMyers70

#DigitalMarketingShow@LisaDMyersEmbed codes!

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyers

#DigitalMarketingShow@LisaDMyersIn short#1Chose the right geo targeting for you

#2Speak the language innit

#3Start creating campaigns to ATTRACT links

#DigitalMarketingShow@LisaDMyersMake it awesome or dont bother.#DigitalMarketingShow@LisaDMyersThank you!

lisa@vervesearch.comwww.vervesearch.com

#DigitalMarketingShow@LisaDMyers

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