International SEO

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NEW EXPORTERS INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM INTERNATIONAL SEO

description

''New Exporters: How Search Marketing Can Be Used to Build Overseas Trade'' a presentation given by Guillaume Bouchard, NVI CEO, at SES Chicago on Dec 7th.

Transcript of International SEO

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NEW EXPORTERS

INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

INTERNATIONAL SEO

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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

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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 ;)

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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

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GOOGLE.CA - ENGLISH

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GOOGLE.CO.UK

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GOOGLE.COM - US

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GOOGLE.COM – INTERNATIONAL IN CANADA

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GOOGLE.COM – INTERNATIONAL IN THE UK

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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

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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

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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

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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

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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)

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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

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THANKS / MERCI !

> EMAIL [email protected]

> NVI SITE NVISOLUTIONS.COM

> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG

> NVI BLOG (FR) GO-REFERENCEMENT.ORG

Find us on twitter @NVI

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