Is the domain structure of your website holding you back from ranking well in country-specific or global search engines? Find out which domain structures tend to work better for ranking in search engines

1. How to Succeed in Your
International Organic
Marketing Efforts
Helen M. Overland, Director, Search Engine Marketing
Text Goes Here (Optional) non-linear creations at SES Toronto 2009
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1

2. NLC: Executive Summary
• Founded in 1995 • private and public in
Proven expertise sector
Technology Partnerships
• Offices in Ottawa and implementation of leading
Toronto with global client software packages,
base systems integration, and
• 59+ full-time specialists custom development
• Privately held • Solutions Groups:
company, profitable & • Digital Marketing
stable • Online Strategy
• Our goal: leverage the • ECM
potential of internet • Enterprise Search
technologies to deliver • Microsoft Stack
business value
• Result: extensive list of
reference-able clients in
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

3. A Few of Our Digital Marketing
Clients
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

4. Getting Listed in
Country-Specific
Searches
Text Goes Here (Optional)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 4

5. Why Target Canadian
Visitors?
Lots of opportunity in
the growing Canadian
market
2002 $2,400,000,000
2003 $3,000,000,000
2005 $7,924,407,100
2007 $12,772,147,100
Source: Statistics Canada
http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 5

6. “Country Specific” Structure
Head Office
www.yoursite.com
About Us Our Little Products
Contact Us Our Medium
Our Vision Products
Our Big Products
Canadian Office UK Office
www.yoursite.ca www.yoursite.co.uk
About Us Our Little Products About Us Our Little Products
Contact Us Our Medium Contact Us Our Medium
Our Vision Products Our Vision Products
Our Big Products Our Big Products
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6

7. “Country Specific” Structure in
SERP
In Google.com
US/Global Results
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 7

8. “Country Specific” Structure in
SERP
In Google.ca
Canadian Results
(all results)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8

9. “Country Specific” Structure in
SERP
In Google.ca
Canadian Results
(pages from Canada
only)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 9

10. “Head Office” Structure
Head Office
www.yoursite.com
About Us Our Little Products
Contact Us Our Medium
Our Vision Products
Our Big Products
Canadian Office UK Office
www.yoursite.com/canada www.yoursite.com/uk
Our Locations Our Locations
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10

11. “Head Office” Structure in SERP
In Google.com
US/Global Results
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 11

12. “Head Office” Structure in SERP
In Google.ca
Canadian Results
(all results)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12

13. “Head Office” Structure in SERP
In Google.ca
Canadian Results
(pages from Canada
only)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13

14. Be There for Your Local Audience
• Get a country-specific (.ca) domain name
• USE the country-specific domain name
• If possible, use a web server located in the
country
• Host country-specific content on the website
• Get links from sites in that country
• Verify locations in the Local Business Centre*
*And use country-specific spelling like the Canadian “centre”
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14

15. Getting OUT of
Country-Specific
Searches
Text Goes Here (Optional)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15

16. Why Target US Visitors?
More opportunity in the enormous US market
Canad
$12,772,147,100
a
Source: Statistics Canada
http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16

17. Why Target US Visitors?
More opportunity in the enormous US market
Canad
$12,772,147,100
a
USA $3,333,000,000,000
Source: Statistics Canada
http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17

18. Canadian Companies Successful in the
US
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18

19. Canadian Companies Successful in the
US
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19

20. Canadian Companies Successful in the
US Results from IP
address in New
Jersey
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20

21. Be There for the US Market
• Get a .com domain name
• USE the .com domain name
• If possible, use a US located web server
• Host US content on the website
• Get links from US sites
• Verify any US locations in the Local Business
Center*
*And use US-specific spelling like“center”
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21

22. Thank You!
Helen M. Overland – Director, Search Engine Marketing
helen@nonlinear.ca
office: 416-203-2997 x 242
Follow Us on Twitter:
non-linear creations: twitter.com/nonlinear_tweet
Helen M. Overland: twitter.com/semlady
non-linear creations inc.
Toronto Office: Ottawa Office:
524 Front Street West, Suite 200 987A Wellington Street, Suite 201
Toronto, Ontario M5V 1B8 Ottawa, Ontario K1Y 2Y1
P. (416) 203-2997 F. (416) 203-3013 P. (613) 241-2067 F. (613) 241-3086
www.nonlinear.ca www.nonlinear.ca
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997