2. International SEO – is it
really that different?
#DigitalMarketingShow
@LisaDMyers
3. Musts For International Success
# 1 Geo-targeting
#2 Language
#3 Link Development
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@LisaDMyers
4. Estimated
8.26 billion web pages
different indexes for different countries, i.e
google.co.uk and google.dk
(or Yahoo...ehm...)
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@LisaDMyers
5. You need to help the engines
figure out WHICH index you
want to be found in
#DigitalMarketingShow
@LisaDMyers
7. 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
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@LisaDMyers
8. + Authority of links
to the domain
- Little/or no
benefits of links to
main domain
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@LisaDMyers
10. 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
11. 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
12. 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
14. 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
17. 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
21. BUT don’t restrict yourself. Only to be
used if you definitely DON’T want to
show up in any other indexes
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@LisaDMyers
22. 25% of sites has wrong
geo targeting settings!
source: John Mueller Google
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@LisaDMyers
23. 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
24. 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
25. 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
26. 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
27. Tool for creating sitemap
the Mediaflow created this tool to make it
easier:
www.themediaflow.com/resources/tools/href-lang-tool/
#DigitalMarketingShow
@LisaDMyers
31. YOU Need to speak the
language AND understand
the culture!
#DigitalMarketingShow
@LisaDMyers
32. • 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
33. 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
40. 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
44. 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
45. +++ peoples attitude to links
Linking is bad
It will hurt your site
Nofollow EVERYTHING……….
#DigitalMarketingShow
@LisaDMyers
46. BREAKING NEWS
It’s called the world wide
web….because of sites, get
this, linking!!
#DigitalMarketingShow
@LisaDMyers
47. 1. We need to do what we can
with what we have
2. We need to think smarter
#DigitalMarketingShow
@LisaDMyers
48. When one door closes
#DigitalMarketingShow
@LisaDMyers
49. Attract rather than Sell
Create content that DESERVES
links and market that content.
#DigitalMarketingShow
@LisaDMyers
53. 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
54. 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
55. UK vs Norway Competitors
97,000 links
#DigitalMarketingShow
2,000 links
@LisaDMyers
67. 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
78. In short
#1
Chose the right geo targeting for you
#2
Speak the language – “innit”
#3 Start creating campaigns to ATTRACT
links
#DigitalMarketingShow
@LisaDMyers
79. Make it awesome or
don’t bother.
#DigitalMarketingShow
@LisaDMyers