International SEO by Lisa Myers

International SEO
for 2014

#DigitalMarketingShow

@LisaDMyers

International SEO – is it
really that different?


@LisaDMyers

Musts For International Success
# 1 Geo-targeting
#2 Language
#3 Link Development


@LisaDMyers

Estimated

8.26 billion web pages

different indexes for different countries, i.e
google.co.uk and google.dk
(or Yahoo...ehm...)

@LisaDMyers

You need to help the engines
figure out WHICH index you
want to be found in


@LisaDMyers

#1 geo-targeting
@LisaDMyers

@LisaDMyers
#SearchLove

Geo-targeting
Making sure your website is indexed
in the right geographical index.
Options:
- ccTLD, Sub domain or Sub Directory
- Using Google webmaster tools
- Using Hreflang Attribute

@LisaDMyers

+ Authority of links
to the domain

- Little/or no
benefits of links to
main domain


@LisaDMyers

country code TLD

@LisaDMyers

@LisaDMyers
#SearchLove

ccTLDs
Country specific TLDs such as .co.uk .de
and .fr is the best sign you can give the
search engine to which geographical index
you want to be index and ranked in.


@LisaDMyers

If you have an office (or will have) in the
relevant country and it is a
growing business
ccTLDs are recommended.
Especially if you also have a marketing
budget in those countries (or in house
capabilities).


@LisaDMyers

Having a marketing department in a country
and still being on a sub folder is a bit like
living at home with your parents at 30!


@LisaDMyers

using subfolder

@LisaDMyers

@LisaDMyers
#SearchLove

When subfolders should be
used
-

Budget restrictions & no local marketing
Sites that will never have local offices
Initial geo targeting & time restraints
Informational sites

+ benefit of link authority of entire domain!


@LisaDMyers


@LisaDMyers

using subdomains

@LisaDMyers

@LisaDMyers
#SearchLove

When Subdomains Should be
Used
• Technically it’s a middle road between
ccTLDs and sub folders but in my opinion
NOT ideal
• Easy to implement and can have separate
hosting BUT don’t benefit in whole of the
link authority on main domain


@LisaDMyers

webmaster tools

@LisaDMyers

@LisaDMyers
#SearchLove

For non geo specific TLD like:
.com .net .org .info etc…
You can set target country in Webmaster
tools.


@LisaDMyers

BUT don’t restrict yourself. Only to be
used if you definitely DON’T want to
show up in any other indexes


@LisaDMyers

25% of sites has wrong
geo targeting settings!
source: John Mueller Google


@LisaDMyers

hreflang attribute
The new way of saying “It’s the translated page innit” or
“it’s suppose to be indexed in this country”

@LisaDMyers

@LisaDMyers
#SearchLove

What is it?
The Hreflang attribute is simply a
way of telling the search engine
this is a different language version
of a page.


@LisaDMyers

When to use Href lang
• You translate only the template of your page, such as
the navigation and footer, and keep the main content in a
single language
• Your pages have broadly similar content within a
single language, but the content has small regional
variations. For example, English-language in the US,
GB, and Ireland.
• Your site content is fully translated. For example, you
have both German and English versions of each page.

@LisaDMyers

Guides on Hreflang
Google’s guide on hreflang
Can be implemented as a HTML link element in
the header
<link rel="alternate" hreflang="en" href="http://www.example.com/en" >
<link rel="alternate" hreflang="de" href="http://www.example.com/de" >

(must be implemented within HTML on BOTH URLs)

Or by Implementing Hreflang using sitemaps
(recommended)

@LisaDMyers

Tool for creating sitemap
the Mediaflow created this tool to make it
easier:
www.themediaflow.com/resources/tools/href-lang-tool/


@LisaDMyers

BTW!
The Hreflang attribute will NOT
make your site rank higher!!


@LisaDMyers

#2 language
@LisaDMyers

@LisaDMyers
#SearchLove

Target differently


@LisaDMyers

YOU Need to speak the
language AND understand
the culture!


@LisaDMyers

• If you want traffic from Germany; ihre
Sprache sprechen. Funnily enough the
search engines also believes that a site
that has content in German might also be
targeting Germany.
Simples. End of.


@LisaDMyers

Speak Their Language!
Don’t directly translate and for F#%* sake
don’t use Google translate and think that’s it.

@LisaDMyers

@LisaDMyers
#SearchLove

21
Shades
Of Verve
Search


@LisaDMyers

Don’t use the big BRANDS
as a guide!


@LisaDMyers

@LisaDMyers

@LisaDMyers
#SearchLove

Nike website NOWHERE to be found


@LisaDMyers

IP Detection/Redirection
• Several big issues with IP Detection but
mainly the problem that bots usually crawl
from US IP so therefore might never see
your other content.
• Instead maybe use a javascript overlay
that detects IP address and requests users
to select relevant country!!!

@LisaDMyers

#3 link development
@LisaDMyers

@LisaDMyers
#SearchLove

Google’s algorithm has changed
more significantly in the last 1

½ years than the 3 years
before that combined!


@LisaDMyers

FCUK
SEO


@LisaDMyers

1. Tightened the linking algorithm
2. Deep pages, unique content and
relevancy
3. Over optimisation crack down
4. Semantic language &
Understanding of related
words/sentences

@LisaDMyers

+++ peoples attitude to links
Linking is bad
It will hurt your site
Nofollow EVERYTHING……….


@LisaDMyers

BREAKING NEWS

It’s called the world wide
web….because of sites, get
this, linking!!


@LisaDMyers

1. We need to do what we can
with what we have

2. We need to think smarter


@LisaDMyers

When one door closes


@LisaDMyers

Attract rather than Sell
Create content that DESERVES
links and market that content.


@LisaDMyers

#1
Get blogging


@LisaDMyers

Blogging } increasing
keyword reach + profile


@LisaDMyers

A blog can:
- Increases keyword reach considerably
- Increases usability and conversion by
integrating content
- Increase link equity
- Increase social equity
- Adds personality and social presence
- Make it easier to do outreach

@LisaDMyers

Especially powerful in countries where the
competition isn’t as high in the SERPs
You can in effect rank within the first
positions in Google overnight for long tail
keywords in a lot of European countries.


@LisaDMyers

UK vs Norway Competitors
97,000 links


2,000 links

@LisaDMyers

Blogging makes outreach easier

+ Rel=Author


@LisaDMyers

#2
Smarter Outreach


@LisaDMyers

TOPICS that you care about WILL
ALWAYS do better!


@LisaDMyers

Ben loves cycling


@LisaDMyers

Matt loves Art


@LisaDMyers

Josie Loves Fashion


@LisaDMyers

Content doesn’t just mean
articles!


@LisaDMyers

When you hit a wall

Find another way!!!
When starting outreach in Norway we
realised quickly that the same strategy that
the even the strategy we had in Sweden and
Denmark weren’t applicable.


@LisaDMyers

http://www.visitnorway.com/the-northern-lights/northern-lights-infographic


@LisaDMyers

Competition – Londonist.com
PR6
Considerable reach traffic
+ social
“London Hotel” Link


@LisaDMyers

sk8seeing
- Brighton on a Skateboard


@LisaDMyers

Embed codes!


@LisaDMyers

In short
#1

Chose the right geo targeting for you

#2

Speak the language – “innit”

#3 Start creating campaigns to ATTRACT
links


@LisaDMyers

Make it awesome or
don’t bother.


@LisaDMyers

Thank you!
lisa@vervesearch.com
www.vervesearch.com


@LisaDMyers

International SEO by Lisa Myers

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