1. Everything You Need To
Make A Success Of “Global
SEO” In 10 Steps!
By Andy Atkins-Krüger
Riga May, 2013

2. WebCertain Global Offices
Los Angeles
Beijing
Bangkok
Warsaw
Oslo
York
Barcelona
Trieste

3. • 44 Languages –
In-House
(SEO/PPC/Social)
• 8 Language
Account
Management
Team

7. This Is International Or Multilingual SEO!
Geo-
Targeting
Content
SEO-
Reviewed
SEO-
Localisation
Local Links
& Shares
International
Content
Marketing
Cultural
Conversion

8. This Is International Or Multilingual SEO!
Geo-
Targeting
Content
SEO-
Reviewed
SEO-
Localisation
Local Links
& Shares
International
Content
Marketing
Cultural
Conversion
This Is What
Newcomers
Always Talk
About

9. 1.
Research, First, Fore
most, Forever
Just like…

11. You
Might
Regret
Cutting
Corners!

12. Typical Research Types:

13. Before You Go:
Choosing The Right
Destination

14. After You Arrive:
Fixing The Problem Or Improvement
Challenge

15. Step One: Create A List Of Candidate
Markets
• Markets you can
logistically reach
• Where you already do
some business
• Where there is proven
interest in your
product/service

16. Don’t Use Global Market Finder

17. Don’t Use Global Market Finder
“With Google’s Global Market
Finder, the only thing you can
say about the markets it
recommends, is that they are
almost certainly the wrong
ones.”

18. Step Two: Sample Target Market Scorecard

19. Analytics Is A Trap!
Population Is A Trap!
Competition Is A Trap!
Step Two: Sample Target Market Scorecard

20. 2. Understand You Don’t
Understand Culture
Noone Does!

23. 3. Don’t Think Of
Translation As
Clicking A Button
(Keep Translators And Software
Away From Keywords)

25. Three Popular English Keywords....

26. ...Now Popular In Four Languages

27. Keyword 1

28. Keyword 2

29. Keyword 3

30. Whoops! Missed These...

31. 4. Region By Region By
Regional ROI
You Know It Makes Sense!

33. ROI By Region = Best Comparative Measure
MOVE The Budget!

34. 5. Don’t “Go Local”, Go
Customer
‘Local’ Is An Illusion!

36. Do The Same
Segments Exist?

37. Do The Same
Segments Exist?
Do The Same Personae
Exist?

38. The New SEO-Ranking Factors

39. The New SEO-Ranking Factors
• Click Through Rate
• "Long Clicks"
• "Short Clicks"

41. Suggest What Encourages
High Click Through Rates Of
Google’s Result Pages?

42. Keyword Specific Click Through Factors:
• Familiarity
• Gender
• Numbers
• Diversity v Specificity

43. 6. Lead With Content,
Then PPC, Then SEO,
Then Social Media
Choose Your Method Of Attack

44. 1. Build Out
Content
Base!

45. 2. Rapid Probing
Attack With PPC,
Banners, RTB
Retargeting

46. 3. Send In The
SEO Big Guns

47. 4. Build Out Social
On The Ground

48. Join The Global Central Network!

49. 7. Plan Your International
Content Management &
Marketing
Expect Complexity!

50. Goal
“To Outrank Competitors By Having The Most
Desirable Content Which Is Constantly
Revisited And Shared”

51. Social Media
Collection
My Website.fr
Corporate -
Translated
Corporate –
Translation
Updates Local Team Fresh
Marketing
Content
Local User
Generated
Content
(Reviews)
Machine
Translated
Content
SEO Content
SEO Content
UpdatesInfographics

52. Best Practice SEO-
Localisation
Business
Objectives
Product
Development
Marketing
Messages &
Content
SEO-
Localisatio
n Strategy
Plan
Content
Selection &
Planning
Terminology &
Glossary
Management
SEO Meta-
Content &
Tactical SEO
Content
Localisation
Glossary
Metrics, SEO & Content Feedback Loop

54. Two Views Of Content Marketing
Content Marketing
Content Marketing

55. Goals To Includes Personas
(B2B=Job Function)

56. Webcertain’s View
1. Research Opportunities
2. Create To Brief
3. Distribute & Promote

57. Webcertain’s View
1. Research Opportunities
2. Create To Brief
3. Distribute & Promote
40%
40%
20%

58. Webcertain’s View
1. Research Opportunities
2. Create To Brief
3. Distribute & Promote
40%
40%
20%

59. Content Formats [Outbound Only]
• FAQ
• Infographic
• Video
• Slideshow
• White Paper
• E-Book
• Podcast
How To...
Explaining To The Boss
Justifying The Investment
Choosing Between Solutions
The Benefits We Saw
Format Theme

60. ROI In Content Marketing
“Comes from identifying and developing the content
which finds the greatest number of target sharers using
minimum development resources”
Local Content Gap Research + Quality Content
=
ROI

61. 8. Geo-Target But Don’t
Think That’s
International SEO Done
Just The Start!

62. Say “Olá” To Luís!

63. Luís Lives In Porto In Portugal
He’s runs a small
expanding hotel
and needs some
new furniture!

64. Luís Searches For “moveis para hotel”
He’s runs a small
expanding hotel
and needs some
new furniture!

65. Luís Clicks The 1st Result – From Brazil!
He’s runs a small
expanding hotel
and needs some
new furniture!

66. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!

67. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!
Free Delivery And
Installation

68. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!
Free Delivery And
Installation
To São Paulo

69. Geo-Targeting Matters To Luís!
Geo-Targeting
Also Matters to:
1. Google
2. Online
Marketers

70. Which “Signals” Matter?
1. Local Domains or ccTLDs
2. Webmaster Tools
3. Server Location
4. Sitemaps , Hreflang Tags &
Canonicals
5. Languages
6. Currency & Address Formats
7. Inbound Links

71. Which “Signals” Matter?
1. Local Domains or ccTLDs
2. Webmaster Tools
3. Server Location
4. Sitemaps , Hreflang Tags &
Canonicals
5. Languages
6. Currency & Address Formats
7. Inbound Links
Missing! – The Now
Defunct
Meta-Language Tag!

72. Language?
Country?
Mixed?

73. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Multi - Language Regions

74. Multilingual
Countries
Simple
Countries

75. Multilingual
Countries
•Algeria
•Belgium
•Canada
•Hong Kong
•India
•Morocco
•Singapore
•South Africa
•Switzerland
•Tunisia

76. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Multi - Language Regions

77. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Czech Republic
Multi - Language Regions
Korea
China
Russia

78. Non-Google
Language?
Chinese
Russian
KoreanCzech

79. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Czech Republic
Multi - Language Regions
Korea
China
Russia

80. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Czech Republic
Multi - Language Regions
Korea
China
Russia
World
Languages
National
Languages

81. World
Language?

82. World
Language?
French
Spanish
English
German
Arabic
Portuguese

83. World Languages Create Duplicates

85. Webcertain’s Geo-Targeting Matrix
Single
Language
Regions
Czech Republic
Multi - Language Regions
Korea
China
Russia
World
Languages
National
Languages

86. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia

87. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere

88. Target Polish –
You Get Poland
& Polish Emigrants
Everywhere

89. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere

90. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic

91. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain

92. “I Wish I’d Used A Local Domain!”

93. Billigflug: Austria v Germany

94. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain

95. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools

96. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools

97. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Hreflang
Sitemap

98. Hreflang In
Sitemaps!
Source: http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.html
You must create a
separate url element for each URL. Each url element
must include a loc tag indicating the page URLs, and an xhtml:link
rel="alternate" hreflang="XX" subelement for every alternate
version of the page, including itself.

99. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Hreflang
Sitemap

100. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Canon-
icals
Canon-
icals

101. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Canon-
icals
Local
Links
&
Shares
Currency
Address
Details

102. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Hreflang
Sitemap
Canon-
icals
+ Local
Language
Selector

103. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
+ Local
Language
Selector
Hreflang
Sitemap
Canon-
icals

104. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap
Left To Right

105. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap

106. ... And Your Worst Case Scenario
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap
Canon-
icals

107. Scenario
1. English Language Site
2. Targeted US, UK, NZ
3. Incorrect Pricing Shown To
Potential Customers
4. Dot Com Site Dominating
• Sitemap rel=alternate
Hreflang implemented.
• No canonical.
• No change in rankings.
• URLs ONLY swapped.

108. Scenario
1. English Language Site
2. Targeted US, UK, NZ
3. Incorrect Pricing Shown To
Potential Customers
4. Dot Com Site Dominating
• Sitemap rel=alternate
Hreflang implemented.
• No canonical.
• No change in rankings.
• URLs ONLY swapped.
Result:
Significant Increase In Traffic!

109. 9. Make Sure You Can Get
Paid & Deliver
Most Forget!

112. 10. Work To Build Trust
With Customers!
You’ll Need It!

113. Building Trust Is In The Detail

116. Do Localised URLs Help SEO?
• There is a small anchor text benefit to using
localised URLs giving them a marginal
advantage
– Because the URL is used to create links, this
creates links containing the keyword in the
link, hence the anchor text benefit. This is less
important than it was

117. Do Localised URLs Help SEO?

118. Examples Of Characters Covered
By Unicode UTF-8

119. Creating “Safe” URLs
• To create “safe” or deliberately misspelled
URLs using local languages, it is recommended
to check that the “safe” spelling is checked in
a Google search to ensure it gives the same
set of results as the correct version

120. What Are The SEO Benefits Of IDNs?
• Owing to the way Google handles exact match
domains, there is now less benefit in having
keyworded IDN domain names
• However, users recognisng URLs in the search
engine results improves the Click Through
Rate and this has a positive SEO benefit

121. How IDNs Are Structured
xn--bcher-kva.ch
This label says this is an IDN

122. How IDNs Are Structured
xn--bcher-kva.ch
These are the standard ASCII
characters

123. How IDNs Are Structured
xn--bcher-kva.ch
Indicates the letter “ü” in second position

124. How IDNs Are Structured
xn--bcher-kva.ch
Bücher.ch

125. 11. Always Work With
Partners With Lots Of
Experience
Get There Safer!

126. No, I Think She Might Be Busy!

127. Yes, He Might Be Free!

128. Thanks For Listening!
@andyatkinskruge
andy@webcertain.com
+44 330 330 9000 (24-7)