International SEO for 2014

@LisaDMyers #SEBCSTHLM

Who dat?

• CEO of SEO & Content Marketing Agency; Verve Search

• 10 years in SEO

• Co-founder StateofSearch.com now Stateofsearch.com

• Founder SEO-Chicks.com

• “Search Personality of the Year” UK Search Awards 2011

+ “Best SEO Campaign” for her agency Verve Search

• Management Today “35 women under 35” list 2009

• “Best Use of Technology woman under 30”

BlackBerry Woman & Technology Awards (2008)

Musts For International Success

# 1 Geo-targeting

#2 Language

#3 Link Generation

Estimated 4.29 billion web pages

different indexes for different countries, i.e

google.se google.co.uk google.no

You need to help the engines

figure out WHICH index you

want to be found in

@LisaDMyers #SearchLove

#1 geo-targeting

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

@LisaDMyers #SEBCSTHLM

@LisaDMyers #SearchLove

country code TLD

ccTLDs

Country specific TLDs such as .se .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.

If you have an office (or will have) in the

relevant country

+ Separate marketing budget

= ccTLDs is best

@LisaDMyers #SEBCSTHLM

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 40!

@LisaDMyers #SearchLove

using subfolder

When subfolders should be used

- Budget restrictions & no local marketing

- Sites that is unlikely to have local offices

- Initial geo targeting & time restraints

+ benefit of link authority of entire domain!

@LisaDMyers #SEBCSTHLM

@LisaDMyers #SearchLove

using subdomains

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

Meh…..

@LisaDMyers #SEBCSTHLM

@LisaDMyers #SearchLove

webmaster tools

For non geo specific TLD like:

.com .net .org .info etc…

You can set target country in Webmaster tools.

@LisaDMyers #SEBCSTHLM

25% of sites has wrong

geo targeting settings! source: John Mueller, Google

@LisaDMyers #SearchLove

hreflang attribute

What is it?

The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.

Particularly useful if you have a UK English, US English, Canadian English etc

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)

BTW!

The Hreflang attribute will NOT make

your site rank higher!!

@LisaDMyers #SEBCSTHLM

@LisaDMyers #SearchLove

#2 language

YOU Need to speak the

language AND understand the

culture!

23 shades

of Verve

Don’t use the big BRANDS as a

guide!

NOT even in

Index!!

@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!!!

@LisaDMyers #SearchLove

#3 link generation

Google’s algorithm has changed

more significantly in the last 2

years than the 5 years before that

combined!

FCUK SEO

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

+++ peoples attitude to links

Linking is bad

It will hurt your site

Nofollow EVERYTHING……….

Buying links in 2014 is very RISKY

business!!

When one door closes

Attract rather than Sell

Create content that DESERVES

links and MARKET that content.

MAKE GOOD

SHIT

X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X O X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X

source: the awesome @DaveTrott

Think like a 50s Ad Agency

and execute like a geek.

examples

The Biggest Links Possible

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

http://www.nordnorge.com/transport-destinations/?News=456

http://myreallondon.expedia.se

http://www.va.se/nyheter/2014/08/29/darfor-ar-london-svenskarnas-andra-stad/

http://denkorteavis.dk/2014/storbyferie-guide-til-londons-ugennemskuelige-slang/

http://www.lentovertailu.fi/artikkelit/iso-britannia/erilaisen-matkailijan-lontoo/

http://blogg.expedia.se/dromdestination/

#skateseeing videos

http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html

http://www.hotelclub.com/sk8seeing/skateseeing-east-london-video.html

In short

#1 Choose the right geo targeting for you

#2 Speak the language

#3 Start creating campaigns to ATTRACT links

Ps: don’t buy links, that’s just stupid!

“ DO, OR DO

NOT, THERE IS

NO TRY. ” - Yoda

Thank you!

lisa@vervesearch.com

www.vervesearch.com

@LisaDMyers #SEBCSTHLM