Post on 29-Nov-2014
description
NEW EXPORTERS
INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
INTERNATIONAL SEO
AGENDA
> WHY INTERNATIONAL SEO?> REALITY CHECK FOR US COMPANIES> WHAT DO YOU SEE IN THE US? UK?
CANADA?> GOOGLE.COM QUICK EXPLANATION> LOOKING AT 3 UNIQUE SCENARIOS> BRINGING IT ALL TOGETHER
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
WHY INTERNATIONAL SEO?
> Quick story about a friend of mine who developed a
trilingual site- Published ~1000 articles on a new French subdomain
- Published ~1000 articles on a new English domain
- Published ~1000 articles on a new Spanish subdomain
> The bottom-line in terms of Adsense revenue is stunning:- French subdomain earns an average of 50$/day
- Spanish subdomain earns an average of 6$/day
- English main domain earns an average of 3$/day
> Conclusion: language & quantity of available content matter
much
more than your SEO skills when you go International. Think
of the US
5-6 years ago, but with today’s algorithms ;)
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
REALITY CHECK WITH US COMPANIES
> Problem: Companies who have an established website with a generic TLD (.com, .net, etc.) begin to sell to markets outside
of their local countries but only rank in their local country
> Solution: Internationalize your SEO strategies!
But before we look at the 3 main options, let’s see what kind of results we get in English worldwide
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.CA - ENGLISH
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.CO.UK
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.COM - US
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.COM – INTERNATIONAL IN CANADA
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.COM – INTERNATIONAL IN THE UK
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.COM: INTERNATIONAL VS US
> Since early 2008, Google.com international ≠ Google.com US
> Canada, UK, Australia, Denmark, France (name it!) is considered
“international”
> Most important ranking factor: Geolocation of backlink profile
> Other important factors: Hosting location, physical addresses listed on site, text about the country, Google local listing,
TLD, canonical tag, GWT geo
> Use the query &gl=us to see identical Google.com US results outside of the US (besides that new big brick of 10 local
listings)INTERACTIVE STRATEGY – NVISOLUTIONS.COM
3 UNIQUE SCENARIOS, FROM BEST TO WORST
> Create separate websites with country specific ccTLDs and country specific content – eg: MyBrand.co.uk
> Create subdomains on your main site to host country/language
specific content – eg: uk.MyBrand.com
> Create subfolders on your main domain to host country/language
specific content – eg: MyBrand.com/uk
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SCENARIO 1: Separate websites per country
PROS
> Dedicated site per country = easiest to rank> Each site can be hosted in the country you’re targeting> Searchers are confident they have found a local business > Local sites are more confident linking to a local ccTLD
CONS
> Multiple sites = multiple sites to develop & maintain> Double/triple the number of sites = double/triple the SEO
work> Forced to target by country as opposed by language
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SCENARIO 2: Subdomains for each country/language
PROS
> Only one site to develop, host & maintain> Each subdomain can be hosted in the country you’re
targeting> SEO link building helps benefits the whole domain if
subdomain and domain link to each other (strategic reciprocal linking)> Option to group content by language instead of country
CONS
> Your .com is competing against full ccTLD sites in local SERPs> Surfers will not have as much confidence as a ccTLD provides> Local links are more difficult to get to a .com vs a ccTLD
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SCENARIO 3: Subfolders for each country/language
PROS
> Only one site to develop, host & maintain> SEO link building helps benefits the whole domain > Option to group content by language instead of country
CONS
> Your .com is competing against full ccTLD sites in local SERPs> Surfers will not have as much confidence as ccTLD provides> Local links are more difficult to get to a .com vs a ccTLD> Hosting has to be in only 1 country> Can’t use different technologies/platforms (could be an issue
for large companies with legacy CMS)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BRINGING IT ALL TOGETHER
> If you use subdomains or subfolders, assign each location in GWT
> Only .com and non-country-specific domains can use GWT geo> If your have multiple ccTLD with an English version, you may be duplicating content, or Google might choose the wrong version
for the country – try to make it as unique as possible> For sites with an English homepage, you should do IP
geolocation and direct the users and Google bot to the local version > Hosting location is a signal, but weaker than a ccTLD or GWT
geo > Standardize everything in UTF-8> Get local links (ideal is from ccTLDs), and obviously from
location- associated sites and directories (local directories, yellowpages,
etc.) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
THANKS / MERCI !
> EMAIL GBOUCHARD@NVISOLUTIONS.COM
> NVI SITE NVISOLUTIONS.COM
> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
> NVI BLOG (FR) GO-REFERENCEMENT.ORG
Find us on twitter @NVI
INTERACTIVE STRATEGY – NVISOLUTIONS.COM