Taking your Website Worldwide - International SEO Webinar
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Transcript of Taking your Website Worldwide - International SEO Webinar
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SEO forInternationalprojects
SEO forInternationalprojects
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John [email protected] @vkistudios
Ani LopezSEO [email protected] @anilopez
seo for international projects
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twitter hash tag
#vkiseo
seo for international projects
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INDEX
1. Cultural aspects2. Technical SEO3. Content localization4. Link building5. Web analytics
seo for international projects
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Culturalaspects Culturalaspects
pic by: http://www.flickr.com/photos/maistora
seo for international projects
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CULTURAL ASPECTSlanguage
Internet Top LanguagesEnglish: 431 million usersnon-English: 857 million users
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1 CULTURAL ASPECTSdifferent habits
How regional context influence your strategy?
In Mediterranean counties Internet use is driven more by social factors than anything else,where Nordic countries rely on the internet for more pragmatic, functional purposes.
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1 CULTURAL ASPECTSdifferent habits
How local habits may influence your strategy.
Online shoppers prefer to fill their online carts: Spanish between 12 and 1pm Germans and Italians between 2 and 4pm Danish shop from 5 to 6pm French shopping activities from 6 to 10pm British shopping hours around 8pm Swedes follow around 9pm
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Tecnnical SEOTechnical SEO
pic by: http://www.flickr.com/photos/b-tal
seo for international projects
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TECHNICAL SEOdomains, directories and subdomains
Continental / regional Top Level Domains
.eu .asia Useless from SEO perspective
Not related to specific countries Europe / Asia are not uniform cultural entities
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TECHNICAL SEOdomains, directories and subdomains Common situations: one country, several languages one language, several countries
How can we do it? main domain and subdirectories per language? main domain and directories per language? domains by country?
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TECHNICAL SEOdomains, directories and subdomains Best option domains by country mycompany.com US mycompany.fr France mycompany.de Germany
but usually the most expensive: technical resurces required complicated to manage and coordinate one CMS for all or one per domain?
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TECHNICAL SEOdomains, directories and subdomains Second option directories by country/language mycompany.com US mycompany.com/fr/ France mycompany.com/de/ Germany
One language, several countries mycompany.com/es/ Spain mycompany.com/es-ar/ Argentina mycompany.com/es-mx/ Mexico
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TECHNICAL SEOdomains, directories and subdomains Directories by country/language
One country, several languages mycompany.com/es/ Spain generic mycompany.com/es-eu/ Spain / Basc mycompany.com/es-gl/ Spain / Galician mycompany.com/es-ca/ Spain / Catalan
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TECHNICAL SEOdomains, directories and subdomains Directories by country/language cheaper: less technical resources required simple to manage and coordinate directories contribute to increase the general relevancy of domain and inherit its relevancy
Follow ISO 639-1 two letter codesOK /es/ KO /spa/ /spain/
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TECHNICAL SEOmultilingual, directories and subdomains Worst option subdomains by country Search Engines consider subdomains almost a completely different entity than their domain (take a considerable amount of time to gain traction within the SERP’s)
they don’t inherit most of the domain's relevancy
contribute poorly to increase the domain's relevancy
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TECHNICAL SEOmulticountry multilingual handling Are IPs by country important?Not actually (and it is expensive)
Country TLD's automatically associated to country
Webmastertools help directories-by-country sites to be associate with countries
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TECHNICAL SEOmulticountry multilingual handling
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TECHNICAL SEOmulticountry multilingual handling IPs are not important if options at Webmastertools are properly set
Rank #1 in Google.pt 'Pages from Portugal' checked, server located in Canada
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TECHNICAL SEOmulticountry multilingual handling
Add xml sitemaps by subdirectory/country
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TECHNICAL SEOmultilingual handling
Do not mix languages in same page / directory
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TECHNICAL SEOmultilingual handling
Search Engines are great at detecting languages
Metatags for language definition are useless<meta http-equiv="content-language" content="en">
If used, do it right<html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" lang="en">
Indicate the right charset right after <head><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" />
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TECHNICAL SEOmulticountry multilingual handling
Entrance page for selecting language or country is a bad idea, don't make me click/think.
Language (browser) / Country (IP) auto detection+ redirect to right content is the best option using cookies to store user preferences
Do it server side, no JS, with proper redirectionsDouble check indexability in all web site or sites
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ContentlocalizationContentlocalization
seo for international projects
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CONTENT LOCALIZATION
Google translate is great tool but it is theworst idea to translate keywords / content
3
FAIL!
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3 CONTENT LOCALIZATION
Same language, different words by country
Spanish
English wholesale Castillian venta al por mayor Argentinian venta mayorista Mexican mayoreo
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3 CONTENT LOCALIZATION
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3 CONTENT LOCALIZATION
Portuguese
English train Brazilian trem Portuguese comboio
Sometimes it is just a character
Brazilian correção Portuguese correcção
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3 CONTENT LOCALIZATION
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3 CONTENT LOCALIZATION
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3 CONTENT LOCALIZATION
No other Search Engine makes a betterjob on multilingual support than Google.Most acurated data and they are free tools.
Google Translate Google Translated Search Local Google, country specific Google Insights for Search
Local search engines can help too:Yandex.ru, Yahoo.jp, Baidu.cn
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3 CONTENT LOCALIZATION
DomainsCompany bought these domains:
sportsfootball.us sportsfootball.de sportsfootball.es sportsfootball.it
FAIL! Why?
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3 CONTENT LOCALIZATION
sportssoccer.us sportsfussball.de sportsfutbol.es sportscalcio.it
Average web search according to Google Insights
DE football 8 fussball 27ES football 5 futbol 61IT football 5 calcio 68
OK!
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3 CONTENT LOCALIZATION bad solutions
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3 CONTENT LOCALIZATION bad solutions
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Link buildingLink building
pic by: http://www.flickr.com/photos/ rigmarole
seo for international projects
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4 LINK BUILDING
Coherence in your link building strategy
Links pointing from each country toits related directory or domain
company.com/es/ ← Links from Spain company.com/es-ar/ ← Links from Argentina company.com/es-cl/ ← Links from Chile
make use of localized anchor texts in links
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4 LINK BUILDING
comp.com/es/comp.com/es/comp.com/es-comp.com/es-arar//
““ventaventamayorista”mayorista”
““venta alventa alpor mayor”por mayor”
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Web analyticsWeb analytics
pic by: http://www.flickr.com/photos/celinesphotographer
seo for international projects
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5 WEB ANALYTICS
Global data is nice but useless.Non-segmented data leads you to wrong decisions.
Segmentation
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5 WEB ANALYTICS
Advanced Segments combining Language and Region/Country shows how effective your SEO is
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5 WEB ANALYTICS
Company having sites for Spain andLatin American countries. Domain by country.
Spain's site:How much traffic coming from Latin America?Traffic coming from else where?
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5 WEB ANALYTICS
Create filter to segment keywordsby country specific Search Engines
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Thanks!Questions?John Hossack Ani [email protected] [email protected]
Blog Twitterhttp://blog.vkistudios.com @vkistudios