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International SEO 101
- 1. International SEO What you need to know to compete globally
- 2. • Got on the Internet in 1986 • Working online with search since 1996 • Paid & Natural Search – all aspects • Worked in house within Ecommerce, Publishing & High Tech • Moved to i-level in 2008 • Worked with Orange, Sony, COI • SEO Chick • Freelance through Seshet Consulting Who am I?
- 3. Agenda • Searcher Behaviour • Search in Europe • Search Worldwide • Domain strategy • Encoding • Language & Content • Translation • External linking & Link Bait • Local & Legal Issues
- 4. What is SEO? “SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.” - SEOmoz
- 5. Top Factors You Need To Consider • Keyword Research • Tags • Image Optimisation • On Page Text • Site Architecture and Internal Links • Links • SEO Tools
- 6. Elements of Ranking • Title Tags • Meta Description Tags • Meta Keyword Tags • ALT Tags • H1, H2, H3 (and accompanying CSS) • Keywords in the content • Internal Links (images vs. keyword rich text) • URL Structure • Advanced Linking • Authority • Age of domain
- 8. Search Reality E1 Last Exposure E2 E3 E4 E5 Sale Event 5 Event 5 Event 3 Event 2 Last Event Event type Display Impression Display Click Paid Search Natural Search Affiliates
- 9. Reasons People Use SE’s Source: Enquiro
- 10. European Search Landscape Source: comScore
- 11. Search in Europe • Although developed in terms of use of search engines, Europe is behind the UK in terms of actually doing SEO • Germany, France and Spain have well developed paid search but SEO is still not main stream of marketing budgets • It is often easier to rank highly in Europe as SEO competition is less well developed
- 12. Search Worldwide Google does not rule the world but...
- 13. Worldwide Search Market Share
- 14. Russian Search Market Share
- 15. So How Do You Tackle The International Search Scene?
- 16. Domain Strategy • Subdomains vs localised domains vs directories • fr.chocolate.com vs chocolate.fr vs chocolate.com/fr • Cost • Geo location • ALWAYS host in the country you are wanting to rank for • Also beneficial to own the country TLD • Use tools to find out if you are getting traffic already
- 18. Pages in French
- 19. Pages in French Pages from France (.fr domains)
- 20. .be hosted in Paris .com hosted in Paris .fr hosted in NEUILLY-SUR- SEINE
- 21. Promoted to pos. 1 – Belgian result removed
- 23. Domain Strategy • Separate domains, local hosting etc = expensive • Best for branding • Easiest to develop natural links into the local site With local content relevant to the market
- 24. Encoding • Localisation not translation • Use UTF-8 (Unicode) Encoding • Does not count as duplicate content • If retailer does not offer localised copy, you then create unique content
- 25. Language & Content • Understand local language nuances • Use translators, not just Babelfish • Use a PPC campaign for keyword testing and research. • Use a tool such as “Exact Keyword Tracking” from ROI revolution to view what keywords people actually use when you are bidding in broad or phrase match
- 29. Language & Content English Keywords German Keyword Translation Google Search Volume adventure Abenteuer 1500000 advice Beratung 673000 books Bücher 13600000 books Buecher 135,000 book search Buch suche 6,600 diet & exercise Diät & fitness 73 diet and exercise Diät und fitness n/a diet diaet 27,100 diet Diät 550,000 lose weight abnehmen 823,000 fitness& nutrition fitness & ernährung 4,400 Fitness Fitness 4,090,000
- 30. Language & Content English Keywords German Keyword Translation Google Search Volume adventure Abenteuer 1500000 advice Beratung 673000 books Bücher 13600000 books Buecher 135,000 book search Buch suche 6,600 diet & exercise Diät & fitness 73 diet and exercise Diät und fitness n/a diet diaet 27,100 diet Diät 550,000 lose weight abnehmen 823,000 fitness& nutrition fitness & ernährung 4,400 Fitness Fitness 4,090,000 English Keywords Spanish Keyword Translation Google Search Volume acupuncture acupuntura 452 adventure aventura 110,000 advice aviso 2,400 advice consejo 2,400 legalisation of drugs legalizacion de la droga 379 legalisation of drugs la legalizacion de las drogas 325 legalisation of drugs legalización de las drogas 318 legalization of drugs legalizacion de las drogas 2,795 legalization of drugs legalizacion de drogas 1,141 cartoons chiste 1,000 cartoons viñeta 22
- 31. Use Translators Not Just Babelfish • Educating translators about SEO is key • You need translator feedback for localisation • Use translators for: – On page optimisation (incl. Title & meta) – Creative writing for meta descriptions + PPC ad creative if relevant – Link generation (writing of on topic articles)
- 33. External Linking • Links count! • Links from country-specific sites help boost country-specific rankings
- 34. Link Bait to Link Build 1. Create content (informative, entertaining, controversial, humorous) 2. Host content on your site 3. Promote your content through social media, distribution or syndication Success gets relevant traffic + LINKS
- 35. Local & Legal Issues • Be aware of local laws and nuances • Personal Details • Country Politics • Need to be a French company to get a .fr domain • Data Protection • Consumer Protection & Distance Trading Regulations
- 36. Summary • SEO is ongoing • Hosting, domains, language, links - they all give context • Google does not rule the world • Use translators • Link bait to build links • Keep track of everything you do & change
Notas del editor
- Having dissected the keywords and sales into different journey types, we then modelled the client’s click stream data to identity the length and the make up of the different customer journeys in the lead up to the sale. First of all we removed all of the navigator traffic (one search, brand-only sales) so that we could focus on the journeys. We then analysed the points at which the keywords changed, and developed proactive or counter strategies in order to convert them into sales, or divert them away from the competition. So we developed competitor journey strategies (bidding on competitor misspellings and associations) and generic strategies to prevent customers from being lost to competitors, when searching on generic keywords.