case study 2014 - maik metzen: doodle - first seo steps an international brand

Case Study Doodle – First SEO Steps of an Interna8onal Brand

Marke8ng Fes8val Brno, 2.11.2014 Maik Metzen

Maik Metzen has Online Marke8ng experience for over 9 years

Marke8ng Fes8val Brno -‐ Maik Metzen, AKM3 GmbH 2

¾ Managing Partner of AKM3 GmbH •  Strategic SEO/SEA consul8ng •  Responsible for interna8onal link

marke8ng, controlling and finance

¾ Online Marke8ng since 2005 ¾ Stages before AKM3:

•  Hitmeister (Head of SEO, SEA, Controlling) •  Spreadshirt (Boston, MA) •  HiYlip

¾ Author of professional ar8cles and speaker at interna8onal events

¾ Co-‐Founder of Noblego

AKM3 employs 120 people – an interna8onal team with extensive Online Marke8ng know-‐how


¾ Founded: 2009 ¾ Clients: ranging from start-‐ups to major enterprises

¾ Approach: interna8onal character, transparency

¾ Since September 2014 part of Publicis/Performics

Doodle: One of the most famous scheduling tools worldwide


Goal: Fast interna8onaliza8on of Doodle – 25 countries and 17 languages


Possibili8es of the technical implementa8on


ccTLDs §  doodle.de §  doodle.co.uk §  doodle.fr §  doodle.es

§  de.doodle.com §  uk.doodle.com §  fr.doodle.com §  es.doodle.com

§  doodle.com/de/ §  doodle.com/uk/ §  doodle.com/fr/ §  doodle.com/es/

Subdomains Subfolder vs. vs.

Interna8onaliza8on – best prac8ce


1

≥2 “Interna8onal“

≥2 “Mul8lingual“

1

FR+CA

US+FR

ccTLDs

Sub-‐domains/Subfolder

ccTLDs + Sub-‐

domains/ Subfolder

ccTLDs

Number of countries

Number of languages

ccTLDs

Doodle: Best prac8ce not feasible Solu8on: Subfolders


ccTLDs §  Not all ccTLDs

available §  High acquisi8on

costs

§  Preferred for partner (e.g. ethz.doodle.com)

§  Already exis8ng §  Easy and fast to

implement

Subdomains Subfolder vs. vs.

Doodle: Preferring language targe8ng


Country targe8ng §  doodle.com/de/ §  doodle.com/at/ §  doodle.com/ch/ §  doodle.com (US) §  doodle.com/uk/ §  doodle.com/fr/ §  doodle.com/ca/

§  doodle.com/de/ §  doodle.com (EN) §  doodle.com/fr/

Language targe8ng vs.

Doodle: Final set up – language targeted subfolders


§  doodle.com/de/ §  doodle.com/fr/ §  doodle.com/da/ §  doodle.com/es/ §  doodle.com/nl/ §  etc.

Excep&on: doodle.com vs. doodle.com/en_GB/

Doodle: Connec8on of language subfolders through hreflang


§ Connec8on at URL level (not domain level) § Goal: Roll-‐out for the right user-‐orientated content § “Search and replace” in the SERPs

Doodle: Integra8on in the html head of the root domain


Also realizable

with sitemap.xml

Important: Actually only connec8on of the en and en-‐gb-‐version necessary

Doodle: Review of hreflang integra8on in Google Webmaster Tools


Doodle: Crawling Errors due to old surveys


Doodle: Use 404 error sites for internal linking


§  Creation of new 404 error sites individually for every language

§  Internal links to relevant sites at 404 error sites

Doodle: Indexa8on of redundant content


Blogs

Ar8cles Searches Tags Pagina8on Categories Archives

Blogs

Ar8cles Searches Tags Pagina8on Categories Archives

Current set up:

Right set up:

Doodle results: hreflang works


Hreflang integration

Doodle results: New traffic due to new country landing pages


0

200

400

600

800

1 000

1 200

1 400

1 600

1 800

KW 30 KW 31 KW 32 KW 33 KW 34 KW 35 KW 36 KW 37 KW 38 KW 39

Visi

tors

Calendar weeks

Traffic of new country landing pages

Doodle DE

Doodle US

Doodle EN

Doodle FR

Doodle ES

Doodle DA

Doodle PT

Doodle results: A lot of new number one rankings


online voting

schedule online

Doodle results: Sitelinks available


Thank you for your alen8on!

21

Twiler: @maikmetzen [email protected] – akm3.de

case study 2014 - maik metzen: doodle - first seo steps an international brand

Marketing

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comfr doodle

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comat doodle

comch doodle

comca doodle