Brian Martin@BrianMartin1014 | @ecelticseo
slideshare.net/brianmartineceltic
Ireland & Beyond
1. Identifying the Opportunity
2. How to Get Started
3. Examples
What I’ll Cover Today
Who Me?
Inspiration
• 100m+ revenue
• 95% online
• Selling bikes!
Don’t Forget the Home Crowd
My Beef
17th in Number of SEO Professionals
Look Familiar?
Ireland
Finding Your Opportunities
Don’t Need to Revinent the Wheel
1. Keyword Research
2. Mapping keywords to
pages
3. Page title tag
4. Meta description tag
5. Heading tag
6. Alt tag
7. XML sitemap
8. HTML sitemap
9. Video sitemap
10. RSS feed
11. Robots.txt
12. Dublin core meta tag
13. Custom 404 page
14. Doctype declaration
15. Language Declaration
16. Breadcrumb
17. Geo meta tags
18. Rich snippets
19. URL syntax
20. Site architecture
21. Internal linking structure
22. External linking profile
23. hCard
24. Rel=author
25. Page speed
26. Canonical Issues
27. Content optimisation
28. 404 page
29. Add contact details
30. UTF-8 Coding
31. Etc.
Rinse & Repeat your OnSite Checklist
• Beware of Google Translate
• Image Search
• Competitor keyword research
Keyword Research
Spelling
Keyword Research
Keyword Research
Related Keywords
Understanding Search Behaviour US vs. Germany
Understanding Search Behaviour South Africa vs. Ireland
• Does your brand translate internationally?
• http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192
Structuring Your International Site
• www.expedia.ie
Clear geotargeting + local separation/trust
• Resource heavy
• Strict Requirements (sometimes) see: 101domain.com/rules.htm
ccTLD
• www.venere.com/fr/
Easy to set-up & maintain
Single URL
• Separation of sites harder
• Users may not recognise geotargeting
Subdirectories
• en-ie.hotels.com/
Allows different server locations
• Easy to set-up + separate sites
• Users may not recognise geotargeting
Subdomains
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
Google Webmaster Tools
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
HREFLANG tag
Global Hosting
1. .google.com 2. .google.ad 3. .google.ae 4. .google.com.af 5. .google.com.ag 6. .google.com.ai 7. .google.am 8. .google.co.ao 9. .google.com.ar 10. .google.as 11. .google.at 12. .google.com.au 13. .google.az 14. .google.ba 15. .google.com.bd 16. .google.be 17. .google.bf 18. .google.bg 19. .google.com.bh 20. .google.bi 21. .google.bj 22. .google.com.bn 23. .google.com.bo 24. .google.com.br 25. .google.bs 26. .google.co.bw 27. .google.by 28. .google.com.bz 29. .google.ca 30. .google.cd 31. .google.cf 32. .google.cg 33. .google.ch 34. .google.ci 35. .google.co.ck 36. .google.cl 37. .google.cm 38. .google.cn
39. .google.com.co 40. .google.co.cr 41. .google.com.cu 42. .google.cv 43. .google.com.cy 44. .google.cz 45. .google.de 46. .google.dj 47. .google.dk 48. .google.dm 49. .google.com.do 50. .google.dz 51. .google.com.ec 52. .google.ee 53. .google.com.eg 54. .google.es 55. .google.com.et 56. .google.fi 57. .google.com.fj 58. .google.fm 59. .google.fr 60. .google.ga 61. .google.ge 62. .google.gg 63. .google.com.gh 64. .google.com.gi 65. .google.gl 66. .google.gm 67. .google.gp 68. .google.gr 69. .google.com.gt 70. .google.gy 71. .google.com.hk 72. .google.hn 73. .google.hr 74. .google.ht 75. .google.hu 76. .google.co.id
77. .google.ie 78. .google.co.il 79. .google.im 80. .google.co.in 81. .google.iq 82. .google.is 83. .google.it 84. .google.je 85. .google.com.jm 86. .google.jo 87. .google.co.jp 88. .google.co.ke 89. .google.com.kh 90. .google.ki 91. .google.kg 92. .google.co.kr 93. .google.com.kw 94. .google.kz 95. .google.la 96. .google.com.lb 97. .google.li 98. .google.lk 99. .google.co.ls 100. .google.lt 101. .google.lu 102. .google.lv 103. .google.com.ly 104. .google.co.ma 105. .google.md 106. .google.me 107. .google.mg 108. .google.mk 109. .google.ml 110. .google.mn 111. .google.ms 112. .google.com.mt 113. .google.mu 114. .google.mv
115. .google.mw 116. .google.com.mx 117. .google.com.my 118. .google.co.mz 119. .google.com.na 120. .google.com.nf 121. .google.com.ng 122. .google.com.ni 123. .google.ne 124. .google.nl 125. .google.no 126. .google.com.np 127. .google.nr 128. .google.nu 129. .google.co.nz 130. .google.com.om 131. .google.com.pa 132. .google.com.pe 133. .google.com.ph 134. .google.com.pk 135. .google.pl 136. .google.pn 137. .google.com.pr 138. .google.ps 139. .google.pt 140. .google.com.py 141. .google.com.qa 142. .google.ro 143. .google.ru 144. .google.rw 145. .google.com.sa 146. .google.com.sb 147. .google.sc 148. .google.se 149. .google.com.sg 150. .google.sh 151. .google.si 152. .google.sk
153. .google.com.sl 154. .google.sn 155. .google.so 156. .google.sm 157. .google.st 158. .google.com.sv 159. .google.td 160. .google.tg 161. .google.co.th 162. .google.com.tj 163. .google.tk 164. .google.tl 165. .google.tm 166. .google.tn 167. .google.to 168. .google.com.tr 169. .google.tt 170. .google.com.tw 171. .google.co.tz 172. .google.com.ua 173. .google.co.ug 174. .google.co.uk 175. .google.com.uy 176. .google.co.uz 177. .google.com.vc 178. .google.co.ve 179. .google.vg 180. .google.co.vi 181. .google.com.vn 182. .google.vu 183. .google.ws 184. .google.rs 185. .google.co.za 186. .google.co.zm 187. .google.co.zw 188. .google.cat
Notable Exceptions
Example Advanced Search Commands
• site:fr inurl:uniforme inurl:blog
• inurl:forum site:it inurl:calcio
• related:yoursite.es
Get your Power Search certificate
• Data
• Infographics
• Ryanair approach
PR
Build an Authority Resource
A Tea Partier Decided To Pick A Fight With A Foreign President. It Didn't Go So Well.
• Security & Risk Minimisation
• Transparency
• Contact Information
Build Trust
Design as Culture
• Partnerships• Events• Competitions• Whitepapers• Surveys• User Generated Content – Ask your
Community
Doing Real World Stuff
• Segment analytics by country
• Understand the culture before marketing to it
• Build content calendars, supplement all search with social (email).
Don’t Silo SEO
• International SEO is for you as well
• Prepare
• Learn from others
Key Takeaways
Promo Code: DublinSEO
Thank You
@BrianMartin1014 |@ecelticseo
Slideshare.net/brianmartineceltic
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