international seo strategy - creating a great strategy
TRANSCRIPT
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Portent, Inc.Your NamePresentation NameMonth XX, 20XX
Portent, Inc.International SEO Strategy
Kaitlin McMichaelMarch 26, 2015
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About Portent
We are a leading integrated internet marketing agency set in Seattle, serving world-wide clients
We are 30+ strong
Founded in 1996 (pre-Google)
We rally around the definition of “Portent”: the forecast of something big on the horizon
Admittedly, we are total nerds
With 19 years in the industry,you can trust our expertise.
Greetings from the #smithtower
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5 Years of SEO & Marketing
Experience in-house & agency
Specialize in International SEO
Really into Salsa Dancing
Kaitlin McMichael@kakefin
Portent
International SEO Strategy
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What is this webinar?
Portent
International SEO Strategy
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What is this webinar?An intro to International SEO Strategy to help marketers decide on the best approach to getting quality organic revenue from global
markets.
Portent
International SEO Strategy
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This webinar will NOT
Portent
International SEO Strategy
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This webinar will NOTmake you an International SEO expert
Portent
International SEO Strategy
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replace personal SEO consultation
This webinar will NOT
Portent
International SEO Strategy
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Portent
SEO - An Overview
So, what is International SEO?
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Strategy
Portent
International SEO Strategy
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Strategy+
Technical
Portent
International SEO Strategy
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Strategy+
Technical+
Content
Portent
International SEO Strategy
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Creating an International SEO Strategy
It’s hard enough ranking well in one country. Ranking internationally isn’t any easier.
Portent
International SEO Strategy
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Portent
International SEO Strategy
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Portent
International SEO Strategy
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http://www.portent.com/blog/seo/international-seo-strategy-guide-plus-a-flowchart.htm
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• What resources do you have available?
• What are the costs involved?
• What’s the best approach for structuring your site?
• What is the potential for return on investment?
Questions
Portent
International SEO Strategy
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Does your team have:
• Design and development resources to handle multiple sites / hosting on multiple servers?
• Writers to develop unique, local content & professional translations?
• Resources for regional link outreach?
Resources
Portent
International SEO Strategy
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• Cost of regional link outreach
• Cost of content creation by local marketers
• Cost of professional translators
• Cost of local servers
• Cost of SEO consultant(s) delivering recommendations
• Cost of Developer(s) implementing recommendations
Costs
Portent
International SEO Strategy
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(Anticipated Revenue from SEO efforts – Proposed Cost of Project) / Proposed Cost of SEO Project = Anticipated ROI
http://www.internationalseomap.com/roi-calculator/
ROI
Portent
International SEO Strategy
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• Check Google Analytics & Webmaster Tools data for traffic volumes & conversion data by country/language
• Test new markets in AdWords to see how they convert
• Research keyword search volumes in target markets
Choose Your Targets
Portent
International SEO Strategy
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Google Trends, Ubersuggest, AdWords Keyword Planner Tool and SEMRush Keyword Difficulty Tool
SuggestMrx pulls data from Google Suggest and YouTube Suggest for 14 countries and 7 languages.
Research Tools
Portent
International SEO Strategy
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Language vs. Country
Portent
International SEO Strategy
Image from KISSMetrics
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Top Level Domains=
Best bet
Sub-domains=
Sub-par
Directories=
When you’re not Godzilla
Site Structure
ccTLDs (Country-coded top-level domains) are a big deal
because they give the strongest, clearest signals to
Google.
example.co.ukexample.com.de
There is no required structure but ideally should follow ISO
codes. Benefits: can geo-target in GWT, easy to
manage, same backlink profile.
example.com/ukexample.com/en-uk/
Benefits: none.
Note: Craigslist does it, so it can be done.
Portent
International SEO Strategy
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ccTLDsTripAdvisor, Amazon and Freelancer.com use ccTLDs for country
targeting.
Portent
International SEO Strategy
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Require IT resources to setup and maintain multiple sites
Splits link authority among several domains
Strict ccTLD requirements (for some countries)
Clear geolocation signals
Server location is irrelevant (ccTLD overrides server location)
Increased click-through rates from users who prefer local domains (& higher conversion rates & average spend)
Pros Cons
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Best For Those With• Large audiences in each of their target countries
• Lots of resources to invest in development, design, content, and SEO
• Significantly different product catalogs or services for each region
• Offices / Physical presence in the target countries
Portent
International SEO Strategy
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Sub-foldersSpotify, EA, Microsoft, Ikea, and Apple are country targeting using sub-directories.
Skype and Atlassian use sub-directories to language target.
Portent
International SEO Strategy
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Cannot set up local servers
Weaker signal to search engines than ccTLDs
One consolidated backlink profile
Easy to set up and manage
Can geo-target by country within Webmaster Tools
Low maintenance with same host
Pros Cons
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Best For Those WithLimited resources to build and maintain multiple sites
Limited resources for investing in regional link outreach
Limited variations between product catalogs or services for each region
Portent
International SEO Strategy
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Sub-domainsShop and Beats by Dre use sub-domains to country target.
Wix and WordPress.com are language targeting using sub-domains.
Craigslist uses sub-domains on a city level.
Portent
International SEO Strategy
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Users might not recognize geo-targeting from the URL alone Requires IT resources to setup and maintain
Splits link authority among sub-domains
Higher risk of mis-linking
Easy to set up
Can use Webmaster Tools geo-targeting
Allows different server locations
Easy separation of sites
May maintain some of the metrics of the root domain (but not likely)
Pros Cons
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Best For Those WithDesire to keep brand name in main domain, but separate out international sites on sub-domains.
There are typically not enough advantages over ccTLDs or sub-folders to make sub-domains a good option.
Portent
International SEO Strategy
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Strategy+
Technical
Portent
International SEO Strategy
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<rel=”alternate” hreflang=”es-ES” href=”http://www.domain.com/es/page-B.html” />
“es” indicates the language according to ISO 6391-1 format. “ES” is the country in ISO 3166-1 Alpha 2 format.
Portent
International SEO Strategy
That Hreflang Thang
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Hreflang does not affect ranking in any way. It is meant to help search engines understand the relationship among your
pages so that the right content is shown to the right users.
Portent
International SEO Strategy
Purpose
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Duplicate ContentBeware
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Hreflang generator: http://www.internationalseomap.com/hreflang-tags-
generator/
Hreflang validator: http://flang.dejanseo.com.au/
Portent
International SEO Strategy
Tools
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Page tagging HTTP HeadersXML Sitemap
Hreflang Implementation
Reference all pages in the group on the page, including
the page itself.
Reference each page grouping multiple times -
each URL in the group referenced in the <loc>
element once.
Use this tool:http://www.themediaflow.co
m/tool_hreflang.php
Example:
Link: <http://es.example.com/>;
rel="alternate"; hreflang="es"
Good for PDFs.
Portent
International SEO Strategy
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Hreflang Sitemap
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Avoid auto-redirection. It can really bother the user when it’s wrong, and automatic redirects will prevent crawlers from
indexing the other portions of your site.
Portent
International SEO Strategy
Auto-Redirection
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Why does Car2Go think I live in Austin, TX?
Portent
International SEO Strategy
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If you want to implement redirection, present the user with an un-obtrusive message (not a pop-up) that asks if they
want to switch to a more relevant version.
Portent
International SEO Strategy
Auto-Redirection
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Always a good idea to have this, either in the header or footer. It should be prominent but not distracting.
This helps with interlinking of sites, and will allow the user to switch to a new version if they want.
Portent
International SEO Strategy
Language Selector Box
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Please don’t ask for the user’s language/country via a pop-
up window…
Portent
International SEO Strategy
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Strategy+
Technical+
Content
Portent
International SEO Strategy
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Portent
International SEO Strategy
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Regional Content Variation
Professional translationsRegional vernacular, spellingsCurrencyLocal office addressLocal phone numbers Google+ Local Pages
Portent
International SEO Strategy
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Regional Content Variation
URLsMeta Titles & DescriptionsNavigation labelsHeadingsImage file names & alt textBody content
Portent
International SEO Strategy
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US UK
Color Colour
Inseam Inside leg
Sweater Jumper
Sneakers Trainers
Undershirt Vest
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Keyword Research & Translation
First, do Keyword Research as you would normally for any site.
Then, hand off your keyword list to a professional translator.
Portent
International SEO Strategy
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Regional Link Building
Portent
International SEO Strategy
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Regional Link Building
Get links from local sites to your local content.
Portent
International SEO Strategy
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Prepared by
Kaitlin McMichaelSEO Strategist
@kakefin
https://bitly.com/bundles/portentint/1b
ThankPortent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU
Portent
International SEO Strategy
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Prepared by
Kaitlin McMichaelSEO Strategist@kakefin
https://bitly.com/bundles/portentint/1b
Q&A
PortentInternational SEO Strategy