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International SEO and Content Silos: Strategies for Growing Your Business Globally
- 1. International SEO and Content Silos Enterprise Ireland eMarketing Event Using the Internet to Compete in International Markets John Caldwell john@creatorseo.com 061 513267 086 2410295
- 2. • Physicist • Headed up Global Marketing and Intelligence Teams • Founded CreatorSEO, Intelligence Market and Research and Experts • Head office in Smithstown, Shannon •Specialise in helping businesses grow internationally
- 3. Some of our customers ........
- 4. We don’t just consult ........ We are not just experts in SEO ........
- 5. • Introduction • The Search Landscape and how Search Engines Work • Silos • International SEO • Duplicate Content • Tips Areas covered:
- 6. Search Engine Optimisation - Introduction
- 7. It All Starts With Strategy • Which market? • Which country or countries? • Focussing on a region? • Emphasising particular products? Reach Act Convert Engage Digital strategy: Customer analysis Competitor benchmarking On-line partner analysis SWOT Marker-place analysis: Vision and mission Goal setting Analytics Managing digital marketing Goals and KPI’s: Segmentation and targeting Brand position and value proposition Engagement and content strategy Integrated communication strategy Strategy:
- 8. search engines and social media are the gatekeepers of your Content visibility
- 9. If your not on page 1 of search results you don’t exist! Perception is reality
- 11. Best channels for revenue
- 12. Search engines – How they work?
- 13. What a Search Engine Sees
- 14. Artificial Intelligence – Machine Learning RankBrain Is Google’s name for a machine-learning artificial intelligence system used to help ranking
- 16. Which? - search engines!
- 17. … but it is usually enough to focus on the main Search Engines • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
- 18. … and let’s not forget
- 19. Search Pyramid Social Link Building Keyword Research & Targeting Accessible Quality Content Bring all this together with intelligence
- 20. The search demand curve Source: SEOMoz 1 2 3-4 4+
- 21. What is Google looking for?
- 22. You need to think like Google: Keyword relationships and usage – close bonds between keywords on each page Date can be important – most recent content – if applicable Predict what you are looking for! Phrases are unique The intent of your search – information open queries - location matters
- 23. Unique content Google likes unique content Does your content on a PAGE meet all the searcher’s needs? Are you better at giving the searcher the information they need?
- 24. Content Silos
- 25. A content silo is the grouping of related content around key terms. These key terms are topical grouped on areas or themes. These are implemented on your website / digital needs Content Silos
- 26. 26 Make it easy for the search engines - content silos Google in particular want to have a good understanding of your website’s content. - what your promoting - how it is structured - layout of content Content organisation! Traffic SEO / User Experience Content Silos
- 27. 27 Key term relevancy is based on a page’s content as well as the relevance of the entire website. Content silos help provide relevance! If you want to rank think of sections rather than just a page. Relevant Content Traffic SEO / User Experience Content Silos
- 28. 28 • Silos • Relevancy • Consistency • Amplify your content Target the right audience with the right content – as per your digital strategy – planned in your roadmap Content Amplification
- 29. 29 Content Example – Google.co.uk ranking Term 1 Term 2 Term 3 Term 4 Term 5 Ranking before process >500 201 306 432 >500 Implemented Silos & taxonomy 145 61 114 92 345 Relevancy - meta / content 86 39 51 44 74 LinkedIn engagement 52 30 64 37 49 Consistency – links / language 48 27 31 33 37 New relevant content (daily) 3 4 2 5 11 Get feed for your site: john@creatorseo.com
- 30. 30 Think like Google! Content - Authority - Authenticity - Trust
- 32. Marketing - Google Alerts & Google News & Google Publisher
- 33. Normally a MARKETERworks side by side with a CODER2011 2012 2013 2014 2015 2016 2017 2018 We All Want!
- 34. MARKETER and CODER Try things till it works! What really happens 20112012 2013 2014 2015 2016 2017 2018
- 35. Marketing incl. SEO Customer Needs Data Growth Hacking Analytics Baseline Create a dashboard Perform AB Testing Create interventions Make changes One Metric That Matters? Talk to customers Make more changes Analysebeforeandafterchanges
- 37. Trading internationally • Common situations: • one country, several languages • one language, several countries
- 38. Trading internationally • What can be done? • domains by country? • main domain and subdirectories per language? • sub domains? • Geo targeting on Google
- 39. Trading internationally • Best option domains by country • creatorseo.com • creatorseo.fr • creatorseo.de • but • complicated to manage and coordinate • one CMS for all or one per domain?
- 40. Trading internationally • Sub-domains or Domain name alias • us.creatorseo.com • fr.creatorseo.com • de.creatorseo.com • Directories by country/language • creatorseo.com/us/ • creatorseo.com/fr/ • creatorseo.com/de/ • One language, several countries • creatorseo.com/es/ • mycompany.com/es-pu/ (Peru) • mycompany.com/es-mx/ (Mexico)
- 41. Trading internationally • Subdomains by country • Search Engines consider subdomains almost a completely different entity than their domain • they don’t inherit most of the domain's relevancy • Example of a sub domain • http://spanish.creatorseo.com • … but are a more integrated approach than having a number of unrelated domain names X
- 42. Trading internationally A new domain starts with ZERO domain authority
- 43. Trading internationally • Directories by country/language • Cheaper • Less technical resources required • Easier to manage and coordinate • Directories contribute to increase the general relevancy of a domain • Domain authority is consolidated
- 44. Trading internationally • You don’t need multiple websites to rank internationally
- 46. Before internationalising your site • Market research • Site performance • SEO implementation • Speed of site • Number of pages on your site – CPU and Memory • Language or Country targeting • Localisation costs
- 47. Competition
- 48. Competition ---- Perception is Reality • On-line competition may not be your traditional competition • Different competitors in different regions SEO is about beating your competition in the targeted geographies
- 49. Audience • Know your audience • Cultural • In Mediterranean counties - Internet use is driven more by social factors rather than anything else, • where Nordic countries rely on the internet for more pragmatic, functional purposes. • Language • What are they searching for?
- 50. Keyword Avg. Monthly Searches World wide(exact match only) Avg. Monthly Searches US (exact match only) Avg. Monthly Searches UK (exact match only) Avg. Monthly Searches Canada (exact match only) Avg. Monthly Searches Germany (exact match only) Avg. Monthly Searches France (exact match only) Avg. Monthly Searches China (exact match only) Avg. Monthly Searches India (exact match only) hotels in dublin 49,500 1,900 18,100 390 590 110 10 90 dublin hotels 33,100 3,600 18,100 880 480 140 10 70 hotels dublin 18,100 590 6,600 170 1,000 390 10 10 hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10 And that’s just English!
- 51. Local content • Use local addresses and contact information • Add local case studies/ testimonials • with names and images • Customise content for each country or market • More relevant, increases local link building opportunities, and decreases duplicate content • Currency
- 53. Basic requirements for any website A web site is a bit like an advert! • Clear purpose • Easy to use / intuitive • High impact - you have only 4 seconds to impress! • Optimised for visitors • Target audience • Easily found by the target audience • Content must be dynamic and interesting
- 54. Design and usability • Different countries prefer different design aesthetics • Recreating your website in a different language may not be enough • Get feedback on your site from locals in your target country
- 55. Speed
- 57. Duplicate Content and Languages • Google and Bing have clearly said to keep one language on one URL. - Proxied content - Content served by a cookie - Side-by-side translations Can be very problematic for search engines to index a page in more than one language. You want 1 URL = 1 language
- 58. Duplicate Content and Language Flags • Hreflang tags are intended to ensure the correct localised page is seen by Google • You can have multi-country targeted content in the same language. - You need to combine hreflang tags + some localisation!
- 59. Ways to avoid Duplicate Content • Use Hreflang tags • Localised keyword optimisation • Have local content … maybe testimonials • Name, Address, Phone, Currencies, Google Business profile • Localised HTML sitemaps • Localised navigation and home page features that cater to specific audiences • Localised images that resonate with the audience • Obtain links from local links
- 60. Some Final Tips • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google + • Manage your site links • Get a local mailing address • Use a translator! • Value proposition • Call to action • Speed • User experience • Relevant and most recent unique content Google shows search results based on what's best for the user
- 61. john@creatorseo.com John Caldwell john@creatorseo.com 061 513267/ 01 5313061 086 2410295