Andy Atkins-Kruger - International SEO

Andy Atkins-Krüger - CEO WebCertain - International SEO - SMX London 08

10 low hanging applesof international seo

109 8Andy Atkins-Krüger


Best in class performance– Search-trained native speakers– Over 10 years experience– Advanced SEO & SEM strategies

Low agency fees– 32 languages in one hub– Low operational overhead– Smart processes

Synchronised global search

Outstanding ROI 120 clients

http://www.dlink.com/

http://www.xerox.com/

http://www.tripadvisor.com/

http://www.wagamama.com/

http://www.icelandair.co.uk/


10 low hanging apples

Use UTF-8

character encoding10


UTF-8 (Unicode)Backwardly compatible with AsciiEncodes up to four-byte charactersCopes with any language from Chinese to Arabic with diacritics – over 100,000 individual characters

“We have long used Unicode as the internal format for all the text we search: any other encoding is first converted to Unicode for processing”

Mark Davis, Senior International Software Architect



Don’t ‘translate’ metatags and page titles9


Do not translate OR localise your keywords


Fussballschuhe

voetbal schoen

football boots

scarpe da calcio

botas de fútbol

футбольная обувь

Plurals

Prepositions

Accents

Alternate spellings

Disaggregation

Inflection



Adopt a global PR strategy8


Global online PR – 25 languages


Global PR Strategy - examples



Manage 301s7


301s sort out the plumbing

Typical global site has:• 00s of links going to

“Page Not Found”• Domains around the

globe incorrectly set• Several meta-refreshes

And is still looking for links!



Keyword URLs6



Source local links5


Local links


‘Polishing machines’ 研磨抛光机设备

1st

3rd



Use a smart Geo-selector4


Smart Geo-selector



Expert keyword research3


What do you do if there’s no direct translation?

• “City breaks” has no direct equivalent in most European languages

• “30% off” doesn’t work in Polish


Input methods impact search



ccTLDs or local hosting2



Language & content presentation1


Language content & presentation

Spidering



SpideringLanguage detection




Language dependent processes




Language dependent processes

Index & query

response


Language detection

Defined by Character sets

Confused by character sets

Romanian English - Indonesian – Malay – SwahiliGerman Danish – NorwegianSwedish Bosnian – CroatianTurkish Sanskrit – Hindi – Marathi – Kashmiri – …Thai Arabic – Kurdish – Punjabi – Pashto – Urdu ….Hebrew Mandarin – Cantonese – JapaneseIcelandic Russian – Bulgarian – UkrainianGreek Finnish - Estonian


Language detection

Language Defining common word patterns

Polish Consonant clusters - "rz", "sz" , "cz", "prz", "trz"English Frequent words – an, in, on, the, that, is, areSimplified chinese ‘Common radicals’ distinguish from traditionalCzech To distinguish from Slovak: does not use ä, ľ, ĺ, ŕ, ôLatvian Does not have letters q, w, x, yDutch Letter sequences ij, eiTurkish Frequent words – bir, bu, fakat, oldu, şuItalian Almost every word ends in a vowel


Finally – who knows what this is?


Finally – who knows what this is?

Low cost pilot


Synchronised global search

[email protected]

Andy Atkins-Kruger - International SEO

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