Is it Possible to Conquer International Search from the Czech Republic
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Transcript of Is it Possible to Conquer International Search from the Czech Republic
Is it Possible to Conquer International Search from the Czech Republic?
Martin Kůra
„Martin, do you have any active partnerships in Austria?“
„I submitted a couple of listings in Germany, but got no confirmation back. It's been 8 months
and it's frustrating.”
„It's pretty dumb there in Poland. I approached the local companies with an enquiry for backlink
purchase and I keep getting very suspicious offers since.”
STRATEGY
#1 International Strategy
• You need to know market specifics• You need to know how to do SEO• You need to work with native speakers• You need to have a good amount of data
available• You need to plan in advance
#1 International Strategy
#1 International Strategy• ccTLDs
• Local Content
Camps, Quizes, Courses for Children and Adults, Regional Projects
• Global Content
Conferences, CSR
• Local Social Media Profiles
#1 International Strategy
• Tactics• On-page• Channels• Devices
#1 International Strategy
LOCALIZATION
#2 Localization
# 2 Localization• Terminology NOT
managed• Content NOT
planned ahead• No Content Strategy• No Locale
# 2 Localization
Credit: http://searchengineland.com/if-content-quality-is-key-why-is-so-little-attention-paid-to-quality-for-global-sites-142001
# 2 Localization
• Keyword Research• Translation vs. Transcreation• TOV, Terminology• Locale• UX• Tools: CAT, Terminology management
# 2 Localization
vs.
East West
# 2 Localization
vs.
UK?
USA?
GEO-TARGETING
Я русский
Credit: telegraph.co.uk
#3 Geo-targeting
#3 Geo-targeting
Structure
• TLD (domain.cz, domain.sk, domain.pl)• subdirectories (domain.cz/sk, domain.cz/pl)• subdomains (sk.domain.cz, pl.domain.cz)
#3 Geo-targeting
#3 Geo-targeting
Hreflang
<link rel="alternate" hreflang="de-DE" href="http://www.website.cz/de" />
#3 Geo-targeting
Google Webmaster Tools
#3 Geo-targeting
Other important factors:
Content languageCurrenciesNAPLocal citations
#3 Geo-targeting
MajesticSEO.com > Map
WEBSITE VISIBILITY
#4 Website Visibility
Use if you DON'T want your website to be indexed:
a)URL parametersb)IP address redirectc)Both
#4 Website Visibility
#4 Website Visibility
Thank you.
MARTIN KŮRASenior SEO consultant
+420-604-346-945
Effectix.com, s.r.o.Janáčkovo nábřeží 39/51
150 00 Prague 5
@HermanTinkura