geo target your multilingual website

Geo-Target Your Multilingual Website

Martin Kůra

ccTLDs? Subfolders? Subdomains?

ccTLDs? Subfolders? Subdomains?

ccTLD (domain.cz, domain.sk, domain.pl)subfolders (domain.cz/sk, domain.cz/pl)subdomains (sk.domain.cz, pl.domain.cz)

Volskwagen – ccTLDs

Uber – adresáře

Wikipedia – subdomains

1. Language or Country

NOT an SEO question

ccTLD vs. subfolders vs. subdomains

1. Language vs. Country

1. Languages vs. Countries

Why is it so important?

Why is it so important?

sirthomasboughey.staffs.sch.uk

1. Languages vs. Countries

2. Brand

3. Budget

https://moz.com/ugc/folders-vs-subdomains-vs-cctld-in-international-seo-an-overview

4. Type of Business

5. CMS

“Choose ccTLDs if you target countries and have a sufficient

budget for each market.”– Captain Obvious

Volskwagen – ccTLDs

Volskwagen.de

Volskwagen.de

By searching “vw germany” from USA, you'll get a .DE domain.

Volskwagen.de

Bing returns similar results.

Hreflang

<link rel="alternate" hreflang="de-DE" href="http://www.website.cz/de" />

Zdroj: http://www.moz.com

Hreflang

Skoda.at

By searching “skoda octavia laurin klement” from Germany, you'll get to the .AT domain.

SEMrush.com

SEMrush.com

SEMrush.com

Webmaster Tools

Server Location: Does it Matter?

letshost.ie

IKEA – CDN server

IKEA – CDN server

Dulles, VA, USA – 1.071 s

Frankfurt, Germany – 1.105 s

Be consistent: Language vs. Country Targeting

Country Targeting covers more than just searches from the desired country

Start off with language targeting if you don't have a clear strategy, yet

DO NOT target languages using ccTLDs

If you lack good content, use canonical instead of Hreflang

DO NOT use Hreflang and canonical simultaneously

Set geographic targets for gTLDs (Unlisted, at least)

Watch your backlink portfolio, especially when using subfolders

Keep calm and use CDN

Thank you!

Martin Kůramartinkura.com

@HermanTinkura