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International SEO: Planning, Optimising and Tracking Results
- 1. International SEO Planning, Optimising and Tracking Results Tom Whiley www.hallaminternet.com tom.whiley@hallaminternet.com @twhiley www.linkedin.com/tomwhiley
- 2. Why International SEO? • Search results differ in each country • Search engines algorithms are getting smarter. But often don’t know that your content should be targeted at a specific territory • You need to explicitly guide crawlers to your country/language specific content if you want it to be indexed in more than one region
- 3. Major Considerations • Localisation is essential - products/services in other languages or countries won’t be searched necessarily with the exact same “translated” phrases • Search volumes & traffic in other languages or countries will be different • Google isn’t king in some territories
- 4. It’s not all Google…sort of
- 8. Competitor Research - SEMrush
- 9. International Keyword Research • Start with translating & localising UK/English Keywords • Identify the correct keywords & keyword variations in each location • Keyword Planners • Google AdWords Keyword Planner • Bing Ads Keyword Planner • Yandex • Baidu
- 11. Website Structure • Each language or country specific page/area of the site should have its own website structure • Your URL structure will have an impact on the visibility of your website
- 12. ccTLD • Purchase a Country-Code Top Level Domain Name (ccTLD) • Tied to a specific country – .co.uk is the ccTLD for the UK. For example, http://www.example.co.uk
- 13. • PROS • Strongest geo-targeting signal • Sever location less relevant • Trust • CONS • Costly & resourceful • Availability • Splits authority ccTLD
- 14. Sub-Domains Use a Generic Top Level Domain Name (gTLD), with a country (or language) specific subdomain, e.g. http://uk.example.com
- 15. Sub-Domains • PROS • Easy set up • Hosting flexibility • Geo-targeting • CONS • Less trustworthy • Splits authority
- 16. Sub-Directory • Use a gTLD with a country or language specific subdirectory, e.g. http://www.example.com/uk • If you are targeting countries where more than one language is spoken you will need a structure that includes both country and language subdirectories
- 17. • PROS • Consolidated backlink profile • Easy to manage & set-up • Can geotarget within Google SC & Bing WMT • CONS • Weaker signal to search engines compared to ccTLD’s • Single server location • Throws questions on what to include on domain homepage Sub-Directory
- 19. Hreflang tagging • Cross reference pages with similar content for different audiences • Language & country • Use apply to the <head> of pages – self referencing too. hreflang tags generator tool hreflang XML sitemap generator
- 20. Meta content-language tag • “content-language” meta tag indicates the language and country in the <head> section of web pages • Google ignores this • Bing <meta http-equiv="content-language" content="en-us">
- 21. • Signals pages that doesn’t target a specific language or territory • The “default” page “x-default”
- 22. Geo-targeting
- 23. Geo-targeting • You can geo-target your site using your website structure • Set specific properties in Google Search Console & Bing Webmaster Tools
- 24. Setting up Geo-Targeting in Google Search Console
- 25. Setting up Geo-Targeting in Bing Webmaster Tools
- 26. Testing • Test International results using http://isearchfrom.com/ • Google Search Console
- 27. Reporting & Tracking • Track each of your International ‘properties’ separately in both Analytics and Search Console • Track international rankings via Authority Labs
- 29. International Link Building • Essential – especially for ccTLDs and sub-domains • Understanding cultural factors & building relationships with local influencers and media • Identify what works best in each country
- 30. Buzzsumo - content ideas
- 32. Amplification - paid social
- 33. ● Local events ● Social media ● Trade shows ● Sponsorship ● Suppliers ● Awards ● Directories Be present
- 34. The ultimate international SEO opportunity analysis - SEMrush https://www.semrush.com/blog/the-ultimate-international-seo-opportunity-analysis-with-sem rush/ International SEO checklist - Moz https://moz.com/blog/the-international-seo-checklist Choosing the right international SEO site structure - SEMrush https://www.semrush.com/blog/how-to-choose-the-right-international-seo-site-structure/ 40+ tools to advance your International SEO - Moz https://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process Growing your audience with International SEO – Smart Insights http://www.smartinsights.com/search-engine-optimisation-seo/multilingual-seo/grow-audien ce-international-seo/ 7 tips for successful international link building https://www.hallaminternet.com/international-link-building/ Further Reading
- 35. Who to Follow ● Aleyda Solis | @aleyda ● Gianluca Fiorelli | @gfiorelli1
- 36. Questions?
- 37. International SEO Planning, Optimising and Tracking Results Tom Whiley www.hallaminternet.com tom.whiley@hallaminternet.com @twhiley www.linkedin.com/tomwhiley