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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International and European Site Optimization
Andy Atkins-Krüger
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Best in class performance– Search-trained native speakers
– Over 10 years experience
– Advanced SEO & SEM strategies
Low agency fees– 32 languages in one hub
– Low operational overhead
– Smart processes
Synchronised global search
Outstanding ROI 120 clients
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Here’s our World Trip!
The opportunity
Search engine forces
International SEO tips
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
World IP Distribution – Ex. US
Source:domaintools.com
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Country Domain Distribution
Source: John Yunker – Byte Level Research
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Unique Users – 15 European Countries
0
5000
10000
15000
20000
25000
30000
35000
40000
Source: comScore qSearch March 2008
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing ForcesHello – I’m ‘United
Googledom’I reign supreme in the
Americas and Western Europe
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
I’m loads-a-moneysoft and I’m going to buy my way in –
soon....promise
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing ForcesI’m Yafoon – I used to be a US search engine but I’m
now most important in Japan and Korea
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
Hello from ‘Slavex’ – I represent several slavic engines with combined
power in Eastern Europe
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
Watch out Googledom – we’re ‘Baidukhan’ – and
we’re a BIG threat..
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
And we’re the local rebels everywhere you’re all trying
to wipe out...
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 1Large regional search engines are often cheaper per click than Google – but still offer volume!
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Top 10 tips in ascending order!10
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Use UTF-8
character encoding10
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
UTF-8 (Unicode)Backwardly compatible with Ascii
Encodes up to four-byte characters
Copes with any language from Chinese to Arabic with diacritics – over 100,000 individual characters
“We have long used Unicode as the internal format for all the text we search: any other encoding is first converted to Unicode for processing”
Mark Davis, Senior International Software Architect
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Don’t ‘translate’ metatags and page titles9
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Do not translate OR
localise your keywords
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Fussballschuhe
voetbal schoen
football boots
scarpe da calcio
botas de fútbol
футбольная обувь
Plurals
Prepositions
Accents
Alternate spellings
Disaggregation
Inflection
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Linguistics Affects Algos
Yandex search algorithm is fully tailored to Russian language:
«ИЗВЕРГАТЬ» ( “TO ERUPT”) изверг, извергав, извергавшаго, извергавшагося, извергавшая, извергавшаяся, извергавшего, извергавшегося, извергавшее, извергавшееся,
извергавшей, извергавшейся, извергавшем, извергавшемся, извергавшему, извергавшемуся, извергавшею, извергавшеюся, извергавши, извергавшие, извергавшиеся, извергавший, извергавшийся, извергавшим, извергавшими, извергавшимися, извергавшимся, извергавших, извергавшихся, извергавшия, извергавшияся, извергавшую, извергавшуюся, извергаем, извергаема, извергаемаго, извергаемая, извергаемо, извергаемого, извергаемое, извергаемой, извергаемом, извергаемому, извергаемою, извергаемую, извергаемы, извергаемые, извергаемый, извергаемым, извергаемыми, извергаемых, извергаемыя, извергает, извергаете, извергается, извергаешь, извергай, извергайте, извергал, извергала, извергалась, извергали, извергались, извергало, извергалось, извергался, извергать, извергаться, извергаю, извергают, извергаются, извергающаго, извергающагося, извергающая, извергающаяся, извергающего, извергающегося, извергающее, извергающееся, извергающей, извергающейся, извергающем, извергающемся, извергающему, извергающемуся, извергающею, извергающеюся, извергающие, извергающиеся, извергающий, извергающийся, извергающим, извергающими, извергающимися, извергающимся, извергающих, извергающихся, извергающия, извергающияся, извергающую, извергающуюся, извергая, извергла, извергли, извергло, извергнем, извергнет, извергнете, извергнешь, извергни, извергните, извергну, извергнув, извергнувшаго, извергнувшая, извергнувшего, извергнувшее, извергнувшей, извергнувшем, извергнувшему, извергнувшею, извергнувши, извергнувшие, извергнувший, извергнувшим, извергнувшими, извергнувших, извергнувшия, извергнувшую, извергнул, извергнут, извергнута, извергнутаго, извергнутая, извергнуто, извергнутого, извергнутое, извергнутой, извергнутом, извергнутому, извергнутою, извергнутую, извергнуты, извергнутые, извергнутый, извергнутым, извергнутыми, извергнутых, извергнутыя, извергнуть, извергшаго, извергшая, извергшего, извергшее, извергшей, извергшем, извергшему, извергшею, извергши, извергшие, извергший, извергшим, извергшими, извергших, извергшия, извергшую
Yandex search results will include all 166 grammar forms of this word
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Adopt a global PR strategy8
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Online PR – 25 languages
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Online PR – 25 languages
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Manage 301s7
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
301s Sort out the PlumbingTypical global site has:• 00s of links going to
“Page Not Found”• Domains around the
globe incorrectly set• Several meta-refreshes
And is still looking for links!
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Keyword URLs6
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Source local links5
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local links
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local Links
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local Links
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
‘Polishing machines’ 研磨抛光机设备
1st
3rd
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Use a smart Geo-selector4
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Expert keyword research3
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
What do you do if there’s no direct translation?
“City breaks” has no direct equivalent in most European languages
“30% off” doesn’t work in Polish
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Input methods impact search
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
ccTLDs or local hosting2
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Domain Targeting
• www.yourdomain.de
• de.yourdomain.com
• de.otherdomain.com
• www.yourdomain.com/de/
NeedLocalLinks Need
LocalLinks
NeedLocalLinks
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Language & content presentation1
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 2Manage duplication of content between SAME language sites
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
Language dependent processes
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
Language dependent processes
Index & query
response
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language detection
Defined by Character sets
Confused by character sets
Romanian English - Indonesian – Malay – Swahili
German Danish – Norwegian
Swedish Bosnian – Croatian
Turkish Sanskrit – Hindi – Marathi – Kashmiri – …
Thai Arabic – Kurdish – Punjabi – Pashto – Urdu ….
Hebrew Mandarin – Cantonese – Japanese
Icelandic Russian – Bulgarian – Ukrainian
Greek Finnish - Estonian
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language detection
Language Defining common word patterns
Polish Consonant clusters - "rz", "sz" , "cz", "prz", "trz"
English Frequent words – an, in, on, the, that, is, are
Simplified chinese ‘Common radicals’ distinguish from traditional
Czech To distinguish from Slovak: does not use ä, ľ, ĺ, ŕ, ô
Latvian Does not have letters q, w, x, y
Dutch Letter sequences ij, ei
Turkish Frequent words – bir, bu, fakat, oldu, şu
Italian Almost every word ends in a vowel
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 3
Synchronisation is essential to success!
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Synchronised global search
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Synchronised global search
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
1 2 3 4 5 6 hours
•Paris
•Vienna
•New York
•Dubai
•Damascus
•Cairo
•Istanbul
•Moscow
•Madrid
•Berlin
•Amsterdam
•Budapest
•Marrakech
•Stockholm
•Rome
•Athens•Baghdad
•Brussels
•Copenhagen
•Algiers
•Belgrade
•Munich•Sofia
•Reykjavik
•Tehran
•Tel Aviv
•Beirut•Dakar
•Kiev
•Boston
Our Backyard
•Mecca