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International SEO
for 2014

#DigitalMarketingShow

@LisaDMyers
International SEO – is it
really that different?

#DigitalMarketingShow

@LisaDMyers
Musts For International Success
# 1 Geo-targeting
#2 Language
#3 Link Development

#DigitalMarketingShow

@LisaDMyers
Estimated

8.26 billion web pages

different indexes for different countries, i.e
google.co.uk and google.dk
(or Yahoo...ehm...)
#DigitalMarketingShow

@LisaDMyers
You need to help the engines
figure out WHICH index you
want to be found in

#DigitalMarketingShow

@LisaDMyers
#1 geo-targeting
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
Geo-targeting
Making sure your website is indexed
in the right geographical index.
Options:
- ccTLD, Sub domain or Sub Directory
- Using Google webmaster tools
- Using Hreflang Attribute
#DigitalMarketingShow

@LisaDMyers
+ Authority of links
to the domain

- Little/or no
benefits of links to
main domain

#DigitalMarketingShow

@LisaDMyers
country code TLD

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
ccTLDs
Country specific TLDs such as .co.uk .de
and .fr is the best sign you can give the
search engine to which geographical index
you want to be index and ranked in.

#DigitalMarketingShow

@LisaDMyers
If you have an office (or will have) in the
relevant country and it is a
growing business
ccTLDs are recommended.
Especially if you also have a marketing
budget in those countries (or in house
capabilities).

#DigitalMarketingShow

@LisaDMyers
Having a marketing department in a country
and still being on a sub folder is a bit like
living at home with your parents at 30!

#DigitalMarketingShow

@LisaDMyers
using subfolder

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
When subfolders should be
used
-

Budget restrictions & no local marketing
Sites that will never have local offices
Initial geo targeting & time restraints
Informational sites

+ benefit of link authority of entire domain!

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
using subdomains

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
When Subdomains Should be
Used
• Technically it’s a middle road between
ccTLDs and sub folders but in my opinion
NOT ideal
• Easy to implement and can have separate
hosting BUT don’t benefit in whole of the
link authority on main domain

#DigitalMarketingShow

@LisaDMyers
webmaster tools

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
For non geo specific TLD like:
.com .net .org .info etc…
You can set target country in Webmaster
tools.

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
BUT don’t restrict yourself. Only to be
used if you definitely DON’T want to
show up in any other indexes

#DigitalMarketingShow

@LisaDMyers
25% of sites has wrong
geo targeting settings!
source: John Mueller Google

#DigitalMarketingShow

@LisaDMyers
hreflang attribute
The new way of saying “It’s the translated page innit” or
“it’s suppose to be indexed in this country”

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
What is it?
The Hreflang attribute is simply a
way of telling the search engine
this is a different language version
of a page.

#DigitalMarketingShow

@LisaDMyers
When to use Href lang
• You translate only the template of your page, such as
the navigation and footer, and keep the main content in a
single language
• Your pages have broadly similar content within a
single language, but the content has small regional
variations. For example, English-language in the US,
GB, and Ireland.
• Your site content is fully translated. For example, you
have both German and English versions of each page.
#DigitalMarketingShow

@LisaDMyers
Guides on Hreflang
Google’s guide on hreflang
Can be implemented as a HTML link element in
the header
<link rel="alternate" hreflang="en" href="http://www.example.com/en" >
<link rel="alternate" hreflang="de" href="http://www.example.com/de" >

(must be implemented within HTML on BOTH URLs)

Or by Implementing Hreflang using sitemaps
(recommended)
#DigitalMarketingShow

@LisaDMyers
Tool for creating sitemap
the Mediaflow created this tool to make it
easier:
www.themediaflow.com/resources/tools/href-lang-tool/

#DigitalMarketingShow

@LisaDMyers
BTW!
The Hreflang attribute will NOT
make your site rank higher!!

#DigitalMarketingShow

@LisaDMyers
#2 language
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
Target differently

#DigitalMarketingShow

@LisaDMyers
YOU Need to speak the
language AND understand
the culture!

#DigitalMarketingShow

@LisaDMyers
• If you want traffic from Germany; ihre
Sprache sprechen. Funnily enough the
search engines also believes that a site
that has content in German might also be
targeting Germany.
Simples. End of.

#DigitalMarketingShow

@LisaDMyers
Speak Their Language!
Don’t directly translate and for F#%* sake
don’t use Google translate and think that’s it.

#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
21
Shades
Of Verve
Search

#DigitalMarketingShow

@LisaDMyers
Don’t use the big BRANDS
as a guide!

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
Nike website NOWHERE to be found

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
IP Detection/Redirection
• Several big issues with IP Detection but
mainly the problem that bots usually crawl
from US IP so therefore might never see
your other content.
• Instead maybe use a javascript overlay
that detects IP address and requests users
to select relevant country!!!
#DigitalMarketingShow

@LisaDMyers
#3 link development
#DigitalMarketingShow
@LisaDMyers

@LisaDMyers
#SearchLove
Google’s algorithm has changed
more significantly in the last 1

½ years than the 3 years
before that combined!

#DigitalMarketingShow

@LisaDMyers
FCUK
SEO

#DigitalMarketingShow

@LisaDMyers
1. Tightened the linking algorithm
2. Deep pages, unique content and
relevancy
3. Over optimisation crack down
4. Semantic language &
Understanding of related
words/sentences
#DigitalMarketingShow

@LisaDMyers
+++ peoples attitude to links
Linking is bad
It will hurt your site
Nofollow EVERYTHING……….

#DigitalMarketingShow

@LisaDMyers
BREAKING NEWS

It’s called the world wide
web….because of sites, get
this, linking!!

#DigitalMarketingShow

@LisaDMyers
1. We need to do what we can
with what we have

2. We need to think smarter

#DigitalMarketingShow

@LisaDMyers
When one door closes

#DigitalMarketingShow

@LisaDMyers
Attract rather than Sell
Create content that DESERVES
links and market that content.

#DigitalMarketingShow

@LisaDMyers
#1
Get blogging

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
Blogging } increasing
keyword reach + profile

#DigitalMarketingShow

@LisaDMyers
A blog can:
- Increases keyword reach considerably
- Increases usability and conversion by
integrating content
- Increase link equity
- Increase social equity
- Adds personality and social presence
- Make it easier to do outreach
#DigitalMarketingShow

@LisaDMyers
Especially powerful in countries where the
competition isn’t as high in the SERPs
You can in effect rank within the first
positions in Google overnight for long tail
keywords in a lot of European countries.

#DigitalMarketingShow

@LisaDMyers
UK vs Norway Competitors
97,000 links

#DigitalMarketingShow

2,000 links

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
Blogging makes outreach easier

+ Rel=Author

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#2
Smarter Outreach

#DigitalMarketingShow

@LisaDMyers
TOPICS that you care about WILL
ALWAYS do better!

#DigitalMarketingShow

@LisaDMyers
Ben loves cycling

#DigitalMarketingShow

@LisaDMyers
Matt loves Art

#DigitalMarketingShow

@LisaDMyers
Josie Loves Fashion

#DigitalMarketingShow

@LisaDMyers
Content doesn’t just mean
articles!

#DigitalMarketingShow

@LisaDMyers
When you hit a wall

Find another way!!!
When starting outreach in Norway we
realised quickly that the same strategy that
the even the strategy we had in Sweden and
Denmark weren’t applicable.

#DigitalMarketingShow

@LisaDMyers
http://www.visitnorway.com/the-northern-lights/northern-lights-infographic

#DigitalMarketingShow

@LisaDMyers
Competition – Londonist.com
PR6
Considerable reach traffic
+ social
“London Hotel” Link

#DigitalMarketingShow

@LisaDMyers
sk8seeing
- Brighton on a Skateboard

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
Embed codes!

#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
#DigitalMarketingShow

@LisaDMyers
In short
#1

Chose the right geo targeting for you

#2

Speak the language – “innit”

#3 Start creating campaigns to ATTRACT
links

#DigitalMarketingShow

@LisaDMyers
Make it awesome or
don’t bother.

#DigitalMarketingShow

@LisaDMyers
Thank you!
lisa@vervesearch.com
www.vervesearch.com

#DigitalMarketingShow

@LisaDMyers

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