Slide share international domain strategy strategy aug 19th

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SEO International URL & Domain Options

CAYENNERED


CAYENNERED


• By Duncan Cumming

Owner, Cayenne Red

About CAYENNERED


• CAYENNE is a web consultancy that makes a difference to your business

• We are results driven• We believe in total commitment• We have extensive experience in driving

sales performance online & offline• We deliver improvements to your business

Domain Strategy

• Dependent on growth and objectives of the business• URL strategy must be aligned to

business requirements


Key Business Questions influencing the Domain Strategy

• What will the business look like over the next few years?– International Expansion?– Product portfolio mix – Business sales and acquisition strategy– Technology infrastructure–Management of content – centralised or de-

centralised?


5 Considered Options

• Multiple Domain• Sub Domain • Sub Directory or folder• Top Level Domain• Microsites


Multiple Domain

• www.mydomain.com• www.mydifferentdomain.com• www.mynewdomain.com

Each Website can be sold as an asset

Cost Associated with managing multiple URL’s

Management of Brand equity


Sub Domain

• www.uk.mydomain.com• www.de.mydomain.com• www.fr.mydomain.com

Easier to de-centralise content control and updates.

Sub domains do not pass on page rank, trust or authority

Sub Domains cannot be sold as a separate entity

Good Brand Association

Each domain has its own “focus”


Sub Directory

• www. mydomain.com./uk• www.mydomain.com/de• www.mydomain.com/fr

Easier to centralise the management across multiple directories Sub Directories pass on page rank, trust or authority

Good Brand Association

Sub Directories cannot be sold as a separate entity


Microsites• www. mydomain-football.com• www.mydomain-f1.com• www.mydomain-rugby.com

Can be tailored towards specific markets

Offer quick fix solution

Cost and management implications

Separated from brand

Microsite’s cannot be sold as a separate entity


Top Level Domain

• www. mydomain.com• www.mydomain.de • www.mydomain.fr

Standard for International Operations

Provides National Focus that feels unique to the native user

Considerable Cost associated with building our TLD - local content, knowledge, experts

Removes the worry of duplicate content

TLD’s cannot be sold as a separate entity


Domain Strategy

• Define business direction – How will the business evolve?

• Develop appropriate domain strategy supporting business requirements

• Technology infrastructure must allow for flexibility to grow and adapt the domain strategy


CAYENNERED


Date post:	22-Apr-2015
Category:	Business
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