How to do succesfull International SEO in 2014 and beyond. Session at SEBC conference in Stockholm, ,Sweden.

1. International SEO for 2014
@LisaDMyers #SEBCSTHLM

2. Who dat?
•CEO of SEO & Content Marketing Agency; Verve Search
•10 years in SEO
•Co-founder StateofSearch.com now Stateofsearch.com
•Founder SEO-Chicks.com
•“Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search
•Management Today “35 women under 35” list 2009
•“Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)

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

4. Estimated 4.29 billion web pages
different indexes for different countries, i.e
google.se google.co.uk google.no

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

6. @LisaDMyers
#SearchLove
#1 geo-targeting

7. 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 #SEBCSTHLM

8. @LisaDMyers
#SearchLove
country code TLD

9. ccTLDs
Country specific TLDs such as .se .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.

10. If you have an office (or will have) in the relevant country
+
Separate marketing budget
= ccTLDs is best
@LisaDMyers #SEBCSTHLM

11. 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 40!

12. @LisaDMyers
#SearchLove
using subfolder

13. When subfolders should be used
-Budget restrictions & no local marketing
-Sites that is unlikely to have local offices
-Initial geo targeting & time restraints
+ benefit of link authority of entire domain!
@LisaDMyers #SEBCSTHLM

14. @LisaDMyers
#SearchLove
using subdomains

15. 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
Meh…..
@LisaDMyers #SEBCSTHLM

16. @LisaDMyers
#SearchLove
webmaster tools

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

19. 25% of sites has wrong geo targeting settings! source: John Mueller, Google

20. @LisaDMyers
#SearchLove
hreflang attribute

21. What is it?
The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.
Particularly useful if you have a UK English, US English, Canadian English etc

22. 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)

23. BTW!
The Hreflang attribute will NOT make your site rank higher!!
@LisaDMyers #SEBCSTHLM

24. @LisaDMyers
#SearchLove
#2 language

25. YOU Need to speak the language AND understand the culture!

26. 23 shades of Verve

27. Don’t use the big BRANDS as a guide!

28. NOT even in
Index!!

29. @LisaDMyers
#SearchLove

30. 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!!!

31. @LisaDMyers
#SearchLove
#3 link generation

32. Google’s algorithm has changed more significantly in the last 2 years than the 5 years before that combined!

33. FCUK SEO

34. 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

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

36. Buying links in 2014 is very RISKY business!!

38. When one door closes

39. Attract rather than Sell
Create content that DESERVES links and MARKET that content.

40. MAKE GOOD SHIT

41. X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X O X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
source: the awesome @DaveTrott

42. Think like a 50s Ad Agency
and execute like a geek.

43. examples

44. The Biggest Links Possible

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

46. http://www.nordnorge.com/transport-destinations/?News=456

48. http://myreallondon.expedia.se

50. http://www.va.se/nyheter/2014/08/29/darfor-ar-london-svenskarnas-andra-stad/

51. http://denkorteavis.dk/2014/storbyferie-guide-til-londons-ugennemskuelige-slang/

52. http://www.lentovertailu.fi/artikkelit/iso-britannia/erilaisen-matkailijan-lontoo/

53. http://blogg.expedia.se/dromdestination/

55. #skateseeing videos

56. http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html

57. http://www.hotelclub.com/sk8seeing/skateseeing-east-london-video.html

58. In short
#1 Choose the right geo targeting for you
#2 Speak the language
#3 Start creating campaigns to ATTRACT links
Ps: don’t buy links, that’s just stupid!

59. “ DO, OR DO
NOT, THERE IS
NO TRY. ”
- Yoda

60. Thank you!
lisa@vervesearch.com
www.vervesearch.com
@LisaDMyers #SEBCSTHLM