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International SEOCEO Summit
Table of Contents
June 2008 2Copyright 2008 McAnerin International Inc.
• Introduction• How Geolocation Works• Language and Translation• Linking Issues
June 2008 3Copyright 2008 McAnerin International Inc.
McAnerin International Inc is a search marketing company specializing in international SEO
Internationalization
June 2008 4Copyright 2008 McAnerin International Inc.
Domain Language Culture Geolocation
Identification of a webpage asbelonging to or being relevant
for a particular country.
• Country Code Top Level Domain (ccTLD)(BEST – All Engines) .ca, .cn , .uk, .mx, etc
• IP Address
• Link Analysis
Geolocation
June 2008 5Copyright 2008 McAnerin International Inc.
www.domain.com
domain.com
www.domain.ca
Default.html
Geolocation
June 2008 6Copyright 2008 McAnerin International Inc.
www.domain.com
domain.com
www.domain.ca
Default.html
Geolocation
June 2008 7Copyright 2008 McAnerin International Inc.
www.domain.com
domain.com
www.domain.ca
Default.html
Geolocation
June 2008 8Copyright 2008 McAnerin International Inc.
www.domain.com
domain.com
www.domain.ca
Default.html
Geolocation
June 2008 9Copyright 2008 McAnerin International Inc.
Geolocation of WebsiteBased on ccTLD (.ca)
www.domain.com
domain.com
Default.html?
Geolocation
June 2008 10Copyright 2008 McAnerin International Inc.
www.domain.ca
www.domain.com
domain.com
Default.html?
204.156.44.132
204.156.44.132Geolocation of Website
Based on Hosting Location
Geolocation
June 2008 11Copyright 2008 McAnerin International Inc.
www.domain.com
domain.com
Default.html?
Geolocation
June 2008 12Copyright 2008 McAnerin International Inc.
www.domain.ca
www.domain.com
Geolocation
June 2008 13Copyright 2008 McAnerin International Inc.
www.domain.ca
Display URL Tactic
?
www.domain.com
Geolocation
June 2008 14Copyright 2008 McAnerin International Inc.
www.domain.ca 10 Links
5 Links
.ca
Display URL
www.domain.com
Geolocation
June 2008 15Copyright 2008 McAnerin International Inc.
www.domain.ca 5 Links
10 Links
.com
Display URL
www.domain.com
Geolocation
June 2008 16Copyright 2008 McAnerin International Inc.
www.domain.ca 5 Links
10 Links
.com
Display URL
Geolocation
June 2008 17Copyright 2008 McAnerin International Inc.
Key: use a “park”, not a redirect. Response code should be 200OK
• Since it’s difficult to control IBL’s, use internal linking• Sitemap (or secondary sitemap) recommended• Link normally with .com to pages within navigation, etc• Link to each page once from a geolocation sitemap using ccTLD
With only one link using ccTLD to each page,the navigation + IBL links will force the display URL to be the .com
Display URL Tactic
Language and Culture
June 2008 18Copyright 2008 McAnerin International Inc.
• Local terms – “football”• Different types of spelling – UK vs US English• Popular culture (sports, media, etc) references• Translation Issue: “Chevy Nova”• Cultural Issue: “Up the Creek”
Language: SEED
June 2008 19Copyright 2008 McAnerin International Inc.
Symantec Expression Equivalency Document
OriginalEnglish
EnglishSEED
ChineseSEED
ChineseDocument
EN EN EN-ZH ZH
Linking Issues
June 2008 20Copyright 2008 McAnerin International Inc.
• Too many links – Big problem with Asian sites• Nofollow, First anchor text counts• Strategic internal linking is excellent way to
deal with multiple languages• Language switching:
• No Surprises• Clear indication of target
• Same page, different language• Different language site
Questions?
June 2008 21Copyright 2008 McAnerin International Inc.