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Technical Foundations of Successful Internationalization - SMX Munich

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Reaching the next billion users means breaking out of the high-speed, desktop-focused, Google-centric experience. In order to take the idea of going global from c-suite vision board to tactical reality, you’ll need to get technical. From servers to CDNs, hreflangs to JavaScript, Jamie will share the real-life lessons you'll need to identify, launch, and successfully monitor your growing international market. In this session Jamie will talk about server stability, location, and parity (or how I learned to stop worrying and love the world's trickiest game of telephone), the real cost of ccTLDs vs subfolders vs subdomains and shrinking screens and the rising costs of JavaScript.

Veröffentlicht in: Internet
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Technical Foundations of Successful Internationalization - SMX Munich

  1. 1. #SMX | @jammer_volts The Technical Foundations of Successful Internationalization
  2. 2. Who is this session for? You want to expand your business to a new audience-- either linguistically or geographically. #SMX | @jammer_volts
  3. 3. Hello! Hello! #SMX | @jammer_volts
  4. 4. #SMX | @jammer_volts Hello! Hola!
  5. 5. #SMX | @jammer_volts Hello! Hallo!
  6. 6. A multilingual website is any website that offers content in more than one language. #SMX | @jammer_volts
  7. 7. Wie man Dungeons und Drachen spielt? #SMX | @jammer_volts
  8. 8. A multi-regional website is one that explicitly targets users in different countries #SMX | @jammer_volts
  9. 9. + = Dungeons und Drachen Spielerhandbuch kaufen #SMX | @jammer_volts
  10. 10. Language and geography are independent variables. #SMX | @jammer_volts
  11. 11. #SMX | @jammer_volts successful internationalization #SMX | @jammer_volts ● business ● users ● search engines ● code
  12. 12. #SMX | @jammer_volts Business Foundation
  13. 13. Viable Audience Service #SMX | @jammer_volts#SMX | @jammer_volts
  14. 14. ✔ ✔ ✔ ✔ ❌ ✔ ✔ ✔ ❌ ✔ ✔ ❌ #SMX | @jammer_volts
  15. 15. #SMX | @jammer_volts An interested audience #SMX | @jammer_volts
  16. 16. #SMX | @jammer_volts Macro Conversion Micro Conversion Online Sale Sign up for email Phone (Offline) Sale Play video Download white paper Add item to cart Utilize Chat Email for price
  17. 17. #SMX | @jammer_volts Tap Google Analytics to look at existing users
  18. 18. #SMX | @jammer_volts Users Foundations
  19. 19. #SMX | @jammer_volts Shared language between your company and humans.
  20. 20. #SMX | @jammer_volts Translations Localization≠
  21. 21. #SMX | @jammer_volts J'ai chaude!
  22. 22. #SMX | @jammer_volts Prioritize translating hero content Source:User-centricPerformanceMetrics
  23. 23. #SMX | @jammer_volts No translation? Noindex. Source:TomekRudzkiviaReddit
  24. 24. !!robots.txt won’t prevent crawling or indexing #SMX | @jammer_volts
  25. 25. Let users move seamlessly between languages #SMX | @jammer_volts
  26. 26. Logic for detecting user language #SMX | @jammer_volts ● Give them the version they requested (best case) ● Have they chosen a language before? Use a cookie! ● What language was the content of their last visit in? ● What is the default language of their browser ● Don’t auto redirect
  27. 27. Shared functionality and efficacy between your code base and user devices #SMX | @jammer_volts
  28. 28. 63% of worldwide website traffic is generated through mobile phones #SMX | @jammer_volts
  29. 29. 47% of internet traffic is from mobile only users #SMX | @jammer_volts
  30. 30. 2.2B 2BDesktop /Cross Device Mobile Only #SMX | @jammer_volts
  31. 31. To be successful internationally, you need to be mobile first fast. #SMX | @jammer_volts
  32. 32. Mobile dominance varies by region Source:comScore
  33. 33. Source:AddyOsmani
  34. 34. 1MB = 5 seconds on 3G connection
  35. 35. #SMX | @jammer_volts Source:OpenSignal
  36. 36. Time = Money but also... #SMX | @jammer_volts
  37. 37. 1.5MB page can cost $0.19 USD to load #SMX | @jammer_volts Source:Whatdoesmysitecost?
  38. 38. #SMX | @jammer_volts Search Engine Foundation
  39. 39. #SMX | @jammer_volts For content to rank, it has to be seen.
  40. 40. #SMX | @jammer_volts Google best practices universal best practices ≠
  41. 41. #SMX | @jammer_volts Source:MatthewCapala #SMX | @jammer_volts
  42. 42. If your site relies heavily on JavaScript, visibilities is an concern. Source:BartoszGóralewiczviaMoz #SMX | @jammer_volts
  43. 43. Make Hero Content and Structured Data Available in HTML Source:User-centricPerformanceMetrics #SMX | @jammer_volts
  44. 44. For ecommerce, use currency representative of the geotarget #SMX | @jammer_volts
  45. 45. #SMX | @jammer_volts Clear signals about the intended audience.
  46. 46. HTML Lang Attribute <!DOCTYPE html> <html lang="en-us"> <head> <title>Good morning, SMX!</title> #SMX | @jammer_volts W3 attribute recognized by all search engines
  47. 47. HREFlang + UX = Codex* #SMX | @jammer_volts * no love from Baidu, Naver, and Bing
  48. 48. (language) x (country) “nl-be” ✔ #SMX | @jammer_volts
  49. 49. only language “nl” ✔ #SMX | @jammer_volts
  50. 50. only region “be” ❌ #SMX | @jammer_volts
  51. 51. @methode #SMX | @jammer_volts
  52. 52. HTML Tags Sitemaps HTTP Headers Implementation Options (Choose 2) #SMX | @jammer_volts
  53. 53. HTML Tags <link rel="alternate" hreflang="en-US" href="https://www.arrow.com/en/categories/computers-and-peripherals" /> <link rel="alternate" hreflang="en" href="https://www.arrow.com/en/categories/computers-and-peripherals" /> <link rel="alternate" hreflang="fr-FR" href="https://www.arrow.com/fr- fr/categories/computers-and-peripherals" /> <link rel="alternate" hreflang="fr" href="https://www.arrow.com/fr- fr/categories/computers-and-peripherals" /> #SMX | @jammer_volts
  54. 54. Sitemap <url> <loc>https://www.arrow.com/en/categories/computers-and-peripherals</loc> <xhtml:link rel="alternate" hreflang="fr" href="https://www.arrow.com/fr- fr/categories/computers-and-peripherals" /> <xhtml:link rel="alternate" hreflang="de" href="https://www.arrow.de/categories/computers-and-peripherals" /> <xhtml:link rel="alternate" hreflang="it" href="https://www.arrow.com/it- it/categories/computers-and-peripherals" /> </url> #SMX | @jammer_volts
  55. 55. HTTP Header <https://www.arrow.com/cloud/starting-up-your-own-cloud-business.pdf>; rel="alternate"; hreflang="en", <https://www.arrow.de/cloud/starting-up-your-own-cloud-business.pdf>; rel="alternate"; hreflang="de-de", Use HTTP Headers for non-HTML files (like PDFs) #SMX | @jammer_volts
  56. 56. Use x-default for unmatched languages #SMX | @jammer_volts
  57. 57. How effective is consistent hreflang use? #SMX | @jammer_volts South Korean subfolder launched with noindex, blocked via robots.
  58. 58. #SMX | @jammer_volts Code Foundation
  59. 59. #SMX | @jammer_volts What is the best structure for international content?
  60. 60. #SMX | @jammer_volts Consistent and language specific
  61. 61. TLD $$$ x Subdomain $$ x Subfolder $ x Parameters $ x #SMX | @jammer_volts
  62. 62. Internationalized Domain Names .みんな .ไทย .рф #SMX | @jammer_volts
  63. 63. Are you launching a new CMS instance?
  64. 64. 50 products x 5 countries x 5 languages = 125 PDPs #SMX | @jammer_volts
  65. 65. Keep scalable sanity with consistent URL structures #SMX | @jammer_volts
  66. 66. Putting the tech gap to scale #SMX | @jammer_volts
  67. 67. Imagine your favorite restaurant opened a new location in town! But not really. They just added a second “optimized” business name. #SMX | @jammer_volts
  68. 68. If you’re launching in a new region, you need servers in the region. #SMX | @jammer_volts
  69. 69. Same region, new language? Ensure existing servers handle an increase in crawl rate. #SMX | @jammer_volts
  70. 70. Mind your CDNs and load balancers #SMX | @jammer_volts
  71. 71. #SMX | @jammer_volts Content delivery networks (CDNs) and load balancers are common components of large or international sites. Often they have public-facing DNS records.
  72. 72. “We never told Googlebot to crawl there.” #SMX | @jammer_volts
  73. 73. Life, uh, finds a way. #SMX | @jammer_volts
  74. 74. It’s hard to know what you don’t know. Make new friends. #SMX | @jammer_volts
  75. 75. Tap into your server logs
  76. 76. Verify each public-facing server’s hostname/IP in Search Console. Especially if it should never be indexed. #SMX | @jammer_volts
  77. 77. Do you get the same content from every server? #SMX | @jammer_volts
  78. 78. Hosts file + webcrawler #SMX | @jammer_volts
  79. 79. Use POCs to get developer resources #SMX | @jammer_volts
  80. 80. If you’re sharing scripts or APIs across TLDs, check your cross-site resources #SMX | @jammer_volts
  81. 81. Being flagged for cross-site scripting (XSS) malware can result in elements being blocked from loading in Chrome or removed from SERP. Test proactively: ● CSP Mitigator (Chrome extension) ● CSP Evaluator Mitigate an active malware alert: http://www.google.com/safebrowsing/diagnostic?site=www.example.com) #SMX | @jammer_volts
  82. 82. #SMX | @jammer_volts Life pro tips from hard life lessons in internationalization
  83. 83. Get fast insight into crawl errors with server logs #SMX | @jammer_volts
  84. 84. Inconsistent/incomplete hreflang detection? Check the <head> for iframes #SMX | @jammer_volts
  85. 85. #SMX | @jammer_volts Cross-Domain Analytics ga('create', 'UA-XXXXX-Y', 'auto', {allowLinker: true}); ga('require', 'linker'); ga('linker:autoLink', ['example.de']); ga('create', 'UA-XXXXX-Y', 'auto', {allowLinker: true}); ga('require', 'linker'); ga('linker:autoLink', ['example.com']); on Example.com on Example.de (Don’t forget your referral exclusion!)
  86. 86. #SMX | @jammer_volts Create new views with hostname filters for data integrity & consistency
  87. 87. #SMX | @jammer_volts @jammer_volts /in/jamie-alberico

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