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Mauro Cattaneo - Why hreflang is crucial to international SEO success - Brighton SEO
- 1. slideshare.net/MauroCattaneo5 WHY HREFLANG IS CRUCIAL TO. INTERNATIONAL SEO SUCCESS. MAURO CATTANEO // Webcertain //. @maurotweets
- 2. Why should you care about an international audience?
- 8. How can you target those users and get that revenue?
- 9. #brightonSEO @maurotweets | relevant result
- 10. Hreflang helps to show the most relevant result to users depending on their language / country #brightonSEO @maurotweets |
- 11. Hreflang is not the same as geotargeting #brightonSEO @maurotweets |
- 12. With geotargeting, Google will promote the localised version to the local Google search #brightonSEO @maurotweets |
- 13. And if you have a gTLD, you set it in GSC #brightonSEO @maurotweets |
- 14. #brightonSEO @maurotweets | You can set it to unlisted
- 15. #brightonSEO @maurotweets | If you don't select anything, Google will try to figure it out on its own.
- 16. #brightonSEO @maurotweets | hreflang instead will URLs with the proper language/country ones #brightonSEO @maurotweets |
- 19. In November 2017 Google announced that started to serve results based on your location #brightonSEO @maurotweets |
- 20. But forgot to say that from that moment hreflang mattered more, and geotargeting in GSC less #brightonSEO @maurotweets |
- 21. Hreflang was stable (almost 0) International targeting set in GSC #brightonSEO @maurotweets |
- 22. Traffic to /mx/ from not targeted countries (e.g. ES) increased from w45 #brightonSEO @maurotweets | Google change
- 23. So, how can we overcome this situation?
- 28. Which one to use? #brightonSEO @maurotweets |
- 29. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap
- 30. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers
- 31. Which one to use? #brightonSEO @maurotweets | I suggest to use the XML sitemap Or the HTTP headers Last choice the HTML tags
- 33. Less unnecessary code in the <head> #brightonSEO @maurotweets |
- 35. Less chance to have problems with Google reading the hreflang #brightonSEO @maurotweets |
- 36. JavaScript in the <head> before the hreflang #brightonSEO @maurotweets |
- 37. JavaScript in the <head> before the hreflang #brightonSEO @maurotweets | Excess of code in the <head> before the hreflang
- 38. Google Play does all this wrong :) 9 <script> 3 <style> 8 others Hreflang :( #brightonSEO @maurotweets |
- 39. We had a rise in traffic going to /uk/ pages from the United States #brightonSEO @maurotweets |
- 40. After having changed the position of the JS, traffic recovered in 3 weeks #brightonSEO @maurotweets | The cause was a JS in the <head>
- 45. no hreflang #brightonSEO @maurotweets | *use Meta Language meta http-equiv=âcontent-languageâ
- 46. #brightonSEO @maurotweets | You can target more languages & countries with one page andâŠ
- 47. #brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America
- 48. #brightonSEO @maurotweets | es-419 Spanish in Latin America and the Caribbean es-xl Spanish in Latin America ButâŠ
- 52. #brightonSEO @maurotweets | Remember to set the X-default
- 53. #brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page
- 54. #brightonSEO @maurotweets | Remember to set the X-default Country/Language selector page Main page to be shown to all the other countries (e.g. EN homepage)
- 55. What can you do wrong?
- 56. NO redirects, just final URLs #brightonSEO @maurotweets |
- 57. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs
- 58. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs
- 59. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots
- 60. NO redirects, just final URLs #brightonSEO @maurotweets | NO 404 URLs NO no-index URLs NO pages disallowed in robots ALWAYS return tags
- 61. #brightonSEO @maurotweets | NO pages with a canonical to another page! hreflang canonical canonical hreflang/it/page?par=1 /it/page /fr/page?par=1 /fr/page
- 62. AVOID IP redirection #brightonSEO @maurotweets |
- 63. Possible problems crawling #brightonSEO @maurotweets | AVOID IP redirection
- 64. Possible problems crawling Bad user experience #brightonSEO @maurotweets | AVOID IP redirection
- 65. Possible problems crawling Bad user experience Against European law (if with Geo-blocking) #brightonSEO @maurotweets | AVOID IP redirection
- 66. How to spot that something is going wrong?
- 67. Screaming Frog can highlight some top level errors #brightonSEO @maurotweets |
- 68. But most tough mistakes must be found manually #brightonSEO @maurotweets |
- 69. Old GSC can tell you that something is going wrong⊠#brightonSEO @maurotweets |
- 70. New GSC Impressions (UK subfolder, traffic from United States) Hreflang implemented #brightonSEO @maurotweets |
- 71. New GSC Impressions But starting from 10th April it can be a little bit harder⊠Thanks Google for the Canonical URLs ï ?! #brightonSEO @maurotweets |
- 72. Analytics Setting the desired subfolder as a landing page (e.g. /uk/) and by country (United States) Hreflang implemented #brightonSEO @maurotweets |
- 73. SEMrush Keywords ranking for the /uk/ folder in the United States Hreflang implemented Hreflang problem #brightonSEO @maurotweets |
- 74. Google SERP Using âinfo:â command if it returns the other language page /us/ /uk/ #brightonSEO @maurotweets |
- 75. #brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications!
- 76. #brightonSEO @maurotweets | Hreflang is a very strong signal and it can mitigate duplications! But remember that content is king. So you should localise your pages!
- 77. (Incognito, Google.co.nz, New Zealand IP) google australia #brightonSEO @maurotweets |
- 78. Google fail! :P (Incognito, Google.co.nz, New Zealand IP) google australia 1st result: Google Canada :) #brightonSEO @maurotweets |