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SearchLove Boston 2013_Kate MorrisInternational seo

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SearchLove Boston 2013_Kate MorrisInternational seo

  1. 1. Languages and Countries:Growing Internationally the Right WayKATE MORRIS
  2. 2. @katemorris
  3. 3. @katemorris$$$$$$
  4. 4. It Doesn’t Happen Overnight
  5. 5. @katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
  6. 6. Getting to Know the Players
  7. 7. Global Search EngineOperations
  8. 8. Google Operates by CountryThis isGoogleEstoniagoogle.ee
  9. 9. Not by LanguageNotGoogleEstonian
  10. 10. They offer Google Estonia in popular languages of that country.
  11. 11. @katemorrisGoogle Keyword ToolKeyword: [mobile security] Language: All Language: English Language: FrenchCountry: All 9,900 9,900 9,900Country: United States 2,900 2,900 2,900Country: France 720 720 720Country: Canada 210 210 210
  12. 12. No mention of language
  13. 13. All Bing.com
  14. 14. But they are country focused.
  15. 15. @katemorrisYou should use the Geo-Targeting feature for sites or sections of a site that havebeen created for an audience in a specific country. You generally don’t need togeo-target sites (or site sections) that are aimed at a global audience or that applyto multiple countries.Vincent WehrenSenior Program ManagerApril 29, 2013http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2013/04/26/geo-targeting-and-language.aspx
  16. 16. Searcher Process
  17. 17. @katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaksRussian, we don’t knowwhere they are at this point.
  18. 18. @katemorrisA searcher queries “Иннаиркова”are they:A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaksRussian, we don’t knowwhere they are at this point.
  19. 19. @katemorris# Countries per Official LanguageLanguage World CountriesEnglish 59 India, United States, Pakistan, United Kingdom, Canada …French 29 France, Democratic Republic of the Congo, Canada, MadagascarArabic 26 Egypt, Lebanon, Saudi Arabia, MoroccoSpanish 21 Spain, Mexico, Colombia, ArgentinaPortuguese 10 Brazil, Portugal, Mozambique, AngolaRussian 8 Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria*German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, LuxembourgItalian4Italy, Switzerland, San Marino, Vatican CityMalay Malaysia, Indonesia, Singapore, BruneiSwahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo
  20. 20. South African Official Languages:Afrikaans, English, Southern Ndebele, Northern Sotho, SouthernSotho, Swazi, Tsonga, Tswana, Venda, Xhosa, Zulu
  21. 21. India has 23 Official Languages
  22. 22. Searchers Don’t Always Click onHome Country ccTLDs
  23. 23. @katemorrisSERP Turkey + Mechanical Turk
  24. 24. @katemorrisFTP ClientVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalfilezilla-project.org/ 0 3 0 2 0 1 6www.smartftp.com/ 1 1 1 2 1 0 6www.ftpclient.co.uk/ 2 1 2 2 2 0 9lifehacker.co.uk/5039956/five-best-ftp-clients 1 0 3 0 0 1 5Total 4 5 6 6 3 2 26
  25. 25. @katemorrisThings to do in Las VegasVar 1 Var 2 Var 3 Totalwww.vegas.com/attractions/3 2 7 12www.tripadvisor.co.uk/Attractions-g45963-Activities-Las_Vegas_Nevada.html 3 5 4 12www.timeout.com/las-vegas/features/78/20-great-things-to-do-in-las-vegas 2 3 2 7Total 8 10 13 31
  26. 26. @katemorrisSkipping RopeVar 1 Var 2 Var 3 Var 4 Var 5 Var 6 Totalen.wikipedia.org/wiki/Skipping_rope 2 6 4 1 2 5 20www.amazon.co.uk/Bestselling-Jump-Ropes/lm/R1C8R7UHACBDH6 1 0 1 0 0 0 2www.amazon.com/b?ie=UTF8&node=3407981 0 0 1 1 0 0 2Total 3 6 6 2 2 5 24
  27. 27. @katemorrisTest for Yourself
  28. 28. Picking a Strategy
  29. 29. @katemorrisThere are Three Options
  30. 30. Translate OnlyGeo-Target OnlyTranslate & Geo-Target
  31. 31. @katemorrisDoes your business change in differentcountries?YesNoAre you targeting countries that havedifferent languages than your nativelanguage?Would it make sense to aninternational visitor to see different sitecontent?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Do you have the resources todifferentiate the content?Geo-Target OnlyTranslate/HREFLANGOnlyGeo-Targetand HREFLANGYesYesYesYesYesNoNoNoNo
  32. 32. Geo-target Only
  33. 33. @katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Willing to change some content to target a new countrybased (US vs. UK language usage)• Don’t have the need or resources to offer multipletranslations of the geo-targeted content.
  34. 34. @katemorrisExample Site
  35. 35. @katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages than your nativelanguage?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Geo-Target OnlyYesNoYes
  36. 36. How Do I Geo-Target?
  37. 37. Make sure the content and marketingare different and targeted.
  38. 38. @katemorrisIt took this site almost 2 years to rank with a ccTLDIndia SiteMain Site
  39. 39. What about URL Structure?SubdomainDirectoryccTLDParameters
  40. 40. Link Building is alittle harder forthese two options
  41. 41. Set Up Google Webmaster ToolsCountry Targeting
  42. 42. Set Up Bing Webmaster ToolsCountry Targeting
  43. 43. Don’t Use HREFLANG
  44. 44. What about product pages???
  45. 45. @katemorrisDon’t use IP detection forcountry targeting.
  46. 46. But do verify …
  47. 47. Outreach is best from someonenative to the country.
  48. 48. Translate Only
  49. 49. @katemorrisThis solution is best for businesses that:• Don’t change their business offering indifferent countries (not e-commerce).• Want to get international traffic withouthaving to change the content based on theuser’s country.• Don’t have the resources to build outcountry targeted content.
  50. 50. @katemorrisExample Site
  51. 51. @katemorrisDoes your business change in differentcountries?No Would it make sense to aninternational visitor to see different sitecontent?Translate/HREFLANGOnlyNo
  52. 52. Tips for Dealing withTranslation Only
  53. 53. Don’t Machine Translate
  54. 54. Manual Translation is Costlybut Best
  55. 55. Put HREFLANG in XML Sitemaps
  56. 56. Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
  57. 57. What about URL Structure?SubdomainDirectoryccTLDParameters
  58. 58. @katemorrisDon’t use ccTLDs,otherwise it’s up to you.
  59. 59. Geo-target and Translate
  60. 60. @katemorrisThis solution is best for businesses that:• Change their product or services based on the customercountry• Willing to change some content to target a new countrybased (US vs. UK language usage)• Have a need or desire to offer language translations oftheir geo-targeted content.
  61. 61. @katemorrisExample Site: UK
  62. 62. @katemorrisExample Site: Canada
  63. 63. @katemorrisDoes your business change in differentcountries?YesAre you targeting countries that havedifferent languages than your nativelanguage?Are there multipleofficial languages forany of these countries?Do you plan on offeringthe site content in allofficial languages?Geo-Targetand HREFLANGYesYesYes
  64. 64. How do I Translate andGeo-Target?
  65. 65. @katemorrisUse HREFLANG inside the countrytargeted content.United StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-caHREFLANG HREFLANGNOHREFLANGNOHREFLANGNOHREFLANG
  66. 66. @katemorrisContent is Country FocusedUnited StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-caSame but translatedSame but translated
  67. 67. @katemorrisThe translated content should not be the same across countries.United StatesFocused Content(English)domain.com/en-usSpainFocused Content(Castilian Spanish)domain.com/es-esUnited StatesFocused Content(American Spanish)domain.com/es-usCanadaFocused Content(English)domain.com/en-caFranceFocused Content(French)domain.com/fr-frCanadaFocused Content(French)domain.com/fr-ca
  68. 68. Some content will be similarbut not the same.
  69. 69. Oh and all that stuff I mentionedbefore …
  70. 70. Set Up Google Webmaster ToolsCountry Targeting
  71. 71. Set Up Bing Webmaster ToolsCountry Targeting
  72. 72. Put HREFLANG in XML Sitemaps
  73. 73. Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
  74. 74. @katemorrisDon’t use IP detection forcountry targeting.
  75. 75. But do verify …
  76. 76. Don’t Machine Translate
  77. 77. Manual Translation is Costlybut Best
  78. 78. @katemorrisTranslate Only Geo-Target OnlyGeo-Target andTranslateDoes your businesschange in differentcountries? No Yes YesWould it make senseto an internationalvisitor to see differentsite content?No Yes YesDo you have theresources todifferentiate thecontent?No Yes YesAre you targetingcountries that havedifferent languagesthan your nativelanguage?N/A Yes YesAre there multipleofficial languages forany of thesecountries?N/A Yes YesDo you plan onoffering the sitecontent in all officiallanguages?N/A No Yes
  79. 79. Above All:Optimize for the User
  80. 80. @katemorrisDo what works forthem, not you or searchengines.
  81. 81. @katemorrisDownload the InternationalSearch Strategy Guidehttp://dis.tl/14GdPoh
  82. 82. Thanks.Any questions?KATE MORRISkate.morris@distilled.net@katemorris

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