International SEO - SES Toronto 2009

22
Text Goes Here (Optional) How to Succeed in Your International Organic Marketing Efforts Helen M. Overland, Director, Search Engine Marketing non-linear creations at SES Toronto 2009 | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1

description

Is the domain structure of your website holding you back from ranking well in country-specific or global search engines? Find out which domain structures tend to work better for ranking in search engines

Transcript of International SEO - SES Toronto 2009

Page 1: International SEO - SES Toronto 2009

Text Goes Here (Optional)

How to Succeed in Your International Organic Marketing Efforts

Helen M. Overland, Director, Search Engine Marketingnon-linear creations at SES Toronto 2009

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1

Page 2: International SEO - SES Toronto 2009

Technology Partnerships

NLC: Executive Summary• Founded in 1995

• Offices in Ottawa and

Toronto with global

client base

• 59+ full-time specialists

• Privately held company,

profitable & stable

• Our goal: leverage the

potential of internet

technologies to deliver

business value

• Result: extensive list of

reference-able clients in

private and public

sector• Proven expertise in

implementation of

leading software

packages, systems

integration, and custom

development

• Solutions Groups:

• Digital Marketing

• Online Strategy

• ECM

• Enterprise Search

• Microsoft Stack

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

Page 3: International SEO - SES Toronto 2009

A Few of Our Digital Marketing Clients

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

Page 4: International SEO - SES Toronto 2009

Text Goes Here (Optional)

Getting Listed in Country-Specific Searches

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 4

Page 5: International SEO - SES Toronto 2009

Why Target Canadian Visitors?

Lots of opportunity in the growing Canadian market

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 5

Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

2002 $2,400,000,000

2003 $3,000,000,000

2005 $7,924,407,100

2007 $12,772,147,100

Page 6: International SEO - SES Toronto 2009

“Country Specific” Structure

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6

Canadian Officewww.yoursite.ca

About UsContact UsOur VisionOur Big Products

Our Little ProductsOur Medium Products

UK Officewww.yoursite.co.uk

About UsContact UsOur VisionOur Big Products

Our Little ProductsOur Medium Products

Head Officewww.yoursite.com

About UsContact UsOur VisionOur Big Products

Our Little ProductsOur Medium Products

Page 7: International SEO - SES Toronto 2009

“Country Specific” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 7

In Google.com

US/Global Results

Page 8: International SEO - SES Toronto 2009

“Country Specific” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8

In Google.ca

Canadian Results (all results)

Page 9: International SEO - SES Toronto 2009

“Country Specific” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 9

In Google.ca

Canadian Results (pages from Canada only)

Page 10: International SEO - SES Toronto 2009

“Head Office” Structure

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10

Canadian Officewww.yoursite.com/canada

Our Locations

UK Officewww.yoursite.com/uk

Our Locations

Head Officewww.yoursite.com

About UsContact UsOur VisionOur Big Products

Our Little ProductsOur Medium Products

Page 11: International SEO - SES Toronto 2009

“Head Office” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 11

In Google.com

US/Global Results

Page 12: International SEO - SES Toronto 2009

“Head Office” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12

In Google.ca

Canadian Results (all results)

Page 13: International SEO - SES Toronto 2009

“Head Office” Structure in SERP

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13

In Google.ca

Canadian Results (pages from Canada only)

Page 14: International SEO - SES Toronto 2009

Be There for Your Local Audience

• Get a country-specific (.ca) domain name• USE the country-specific domain name• If possible, use a web server located in the

country• Host country-specific content on the

website• Get links from sites in that country• Verify locations in the Local Business

Centre*

*And use country-specific spelling like the Canadian “centre”| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14

Page 15: International SEO - SES Toronto 2009

Text Goes Here (Optional)

Getting OUT of Country-Specific Searches

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15

Page 16: International SEO - SES Toronto 2009

Why Target US Visitors?More opportunity in the enormous US market

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16

Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

Canada $12,772,147,100

Page 17: International SEO - SES Toronto 2009

Why Target US Visitors?More opportunity in the enormous US market

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17

Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

Canada $12,772,147,100

USA $3,333,000,000,000

Page 18: International SEO - SES Toronto 2009

Canadian Companies Successful in the US

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18

Page 19: International SEO - SES Toronto 2009

Canadian Companies Successful in the US

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19

Page 20: International SEO - SES Toronto 2009

Canadian Companies Successful in the US

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20

Results from IP address in New Jersey

Page 21: International SEO - SES Toronto 2009

Be There for the US Market

• Get a .com domain name• USE the .com domain name• If possible, use a US located web server• Host US content on the website• Get links from US sites• Verify any US locations in the Local

Business Center*

*And use US-specific spelling like“center”

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21

Page 22: International SEO - SES Toronto 2009

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

Thank You!

Helen M. Overland – Director, Search Engine Marketing

[email protected] office: 416-203-2997 x 242

Follow Us on Twitter:

non-linear creations: twitter.com/nonlinear_tweetHelen M. Overland: twitter.com/semlady

Toronto Office:524 Front Street West, Suite 200Toronto, Ontario M5V 1B8P. (416) 203-2997 F. (416) 203-3013www.nonlinear.ca

Ottawa Office:987A Wellington Street, Suite 201 Ottawa, Ontario K1Y 2Y1P. (613) 241-2067 F. (613) 241-3086www.nonlinear.ca

non-linear creations inc.