INTERNATIONAL SEO, A QUESTION OF TERRITORIES AUDREY BROUTIN, PARTNER & ALTIMA° SEO DIRECTOR

PART 1 A STRUCTURED ISSUE

#questions

#questions In chaos

#preoccupation

#preoccupation How to approach things?

#uncertainty

#uncertainty Is it a local question?

#worry

#worry With only 1 partner?

#anxiety

#anxiety For what result?

PART 2 TRANSLATION VS LOCATION

#the baseOne country, multiple languages

#the baseOne language, multiple countries

#the baseOne country, multiple engines

#the baseOne engine, multiple countries

78 %12 %

93 % 3 %

32 %64 %

54 % 25 %

95 % 2 %

#monopoly

#SEMANTIC STRATEGY

no matter which country, the important thing is to choose the right semantic territories !Key word analysis Traffic potential Conducted uniquely by natives …

#MARKET & COMPETITION

understand the market and its specificities and adapt to target user expectations !Conformity and culture Brand and product perception New territorial competition …

#TECHNICAL LOCATION

respect the best practices of geographic targeting set up by search engines !Explicit domain (fr-fr ; cn-en) Located in the case of a gTLD (com, biz, eu…) Don’t neglect the default location …

#DECODING !ccTLD (Country code top-level domain) #monsite.fr/en/ #en.monsite.fr !

gTLD (Generic top-level domain) #monsite.com/be-nl/ #be.monsite.com/nl/ #be-nl.monsite.com

#DECODING !hreflang (« alternate ») indicates to engines the alternative version of your site per country and language hreflang="fr-be" !

hreflang="x-default"(to determine the version by default Google & Yandex)

PART 3 MAJORITY MULTILINGUAL

#complication

#complicationMake it simple!

#complicationAsk the right questions

#CASE 1 a FR site for France a version COM for the rest of the world

#CAS 1 a FR site for France a version COM for the rest of the world

!

make the products or the brand accessible to the whole world !A master site A default version (souvent en .com) A priority engine targeted (Google) …

#CASE 2 a FR site for France a UK version and a DE version

#CASE 2 a FR site for France a UK version and a DE version

!

work with targeted and specific markets in Europe !

!Three distinct version (identified) ccTLDs recommended (.fr ; .de : .co.uk) A priority engine targeted …

#CASE 3 an FR site for France versions for the UK, DE, US, RU, JP, CN

#CASE 3 an FR site for France versions for the UK, DE, US, RU, JP, CN

!

work on targeted, specific markets internationally !An strong adaptation of the sites to their market Multiple languages per country (cn-cn; cn-en) Multiple priority target engines …

#sowhat

#sowhat Usefulness of the demonstration

#orientationTowards the real question

#orientationMultilingual or international?

#MULTI OR INTER in your opinion? !CASE 1 : MULTILINGUAL CASE 2 : MULTILINGUAL CASE 3 : MULTILINGUAL OU INTERNATIONAL …

PART 4 TOWARDS “MULTI-NATIONAL” SEO?

#missing pieces Site structure?

#getting by Complex organization

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

BUSINESS UNITS (continents)

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

BUSINESS UNITS (continents)

COUNTRIES (multilingual or not)

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

BUSINESS UNITS (continents)

COUNTRIES (multilingual or not)

LOCAL PARTNERS (socal seo)

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

BUSINESS UNITS (continents)

COUNTRIES (multilingual or not)

LOCAL PARTNERS (local seo)

a communal site structure in front meets all the local needs

#LET’S IMAGINE

AN INTERNATIONAL GROUP (the flagship)

BUSINESS UNITS (continents)

COUNTRIES (multilingual or not)

LOCAL PARTNERS (local seo)

FR: “I absolutely need a Google sitemap”RU: “I need to work on my landings. My bounce rate is too high.” CN: “What’s this huge footer? It needs to be removed”

#arbitrationWho? At which step?

#A HELPFUL INTERFACE initiate a leader to steer local actions !Collect Referee Prioritize …

TO SUMMARIZE

#my international territory

countrylanguage(s)engine(s)site(s)team(s)

THANK YOU DANKE MERCI 谢谢

GRACIAS TAKK

СПАСИБО !

fr.slideshare.net/agence_altima !

www.altima-agency.com !

#EMP2015