Big Global Website SEO
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(Big) Global Website SEO Chris Moore Senior Program Manager Microsoft Corporation chrismdotcom
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Transcript of Big Global Website SEO
(Big) Global Website SEO
Chris MooreSenior Program ManagerMicrosoft Corporation chrismdotcom
Chris Moore ( chrismdotcom)
2011
2008
2005
2002
SEO team Manager for MSDN/Technet
SEO for Support.microsoft.com
Outsource localization manager
Website developer/manager
10 years @
(Big) Global Website SEO
• Localization model for big websites
• SEO and localization
• 3 SEO starting points
chrismdotcom
Tier 1Languages
Tier 1Languages
Tier 2Languages
Tier 2Languages
English Conten
t
Tier 2Languages
Additional local only content
Localization model for big websites
Manual translation
Machine translatedManual translation
chrismdotcom
Tier 1Languages
Tier 1Languages
Tier 2Languages
Tier 2Languages
English Conten
t
Tier 2Languages
LeiliRedmond
SEO expert
SEO and localization SEO guidelines SEO training SEO reports
chrismdotcom
SEO and Localization
AldoItalian
marketing
manager I can speak Italian, but how do I know what to look for to improve SEO?
SEO?Hmm, OK, but make it quick and easy for me
SEO Opportunities?
LisaEnglish Content Writer
Translate & SEO
SEOLeiliRedmond
SEO expert
Me?parli italiano...Er...No
AndreItalian
translator
SEO?Hmm, it’s going to add costs!
chrismdotcom
Optimize New Content“I am about to publish/translate a new page, what should I do to make sure it’s optimized?”
Optimize Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”
Optimize a set of search strings“I want to make sure customers get relevant search results for Windows 8 app store programming search strings”
1
2
3
Our content SEO starting points…
chrismdotcom
Optimize New Content“I am about to publish/translate a new page, what should I do to make sure it’s optimized?”
Optimize Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”
Optimize a set of search strings“I want to make sure customers get relevant search results for Windows 8 development search strings”
1
2
3
Our content SEO starting points…
chrismdotcom
Newly Published Content“I am about to publish a new page, what should I do to make sure it’s optimized?”1
SEO Checklist
•Simple/fast learning time
•Only focus on essentials
•Minimize the length of each SEO task
•Applied to all English and localized content
SEO?Hmm, OK, but make it quick and easy for me
LisaEnglish Content Writer
SEO?Hmm, it’s going to add costs!
AndreItalian
translator
chrismdotcom
Newly Published Content“I am about to publish a new page, what should I do to make sure it’s optimized?”1
SEO Checklist MINIMAL search string research
Titles < 70 chars Using one H1 heading Do not stuff keywords Meta description < 155 chars Use alt text on images Clear single topic per page
Link from related content Promote in social media
SEO?Hmm, OK, but make it quick and easy for me
LisaEnglish Content Writer
SEO?Hmm, it’s going to add costs!
AndreItalian
translator
chrismdotcom
Newly Published Content“I am about to publish a new page, what should I do to make sure it’s optimized?”1
SEO Checklist
Good enough for 80% of our content…
…BUT what about the rest?
chrismdotcom
Optimize New Content“I am about to publish/translate a new page, what should I do to make sure it’s optimized?”
Optimize Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”
Optimize a set of search strings“I want to make sure customers get relevant search results for Windows 8 development search strings”
1
2
3
Our content SEO starting points…
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
AldoItalian
marketing
manager I can speak Italian, but how do I know what to look for to improve SEO?
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
juxtapose “to place close together or side by side, especially for
comparison or contrast.”
http://dictionary.reference.com/browse/juxtapose
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
Referrals for different pages juxtaposed
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
Referrals for each region juxtaposed
The Italian version is not growing at the same rapid pace as the other regions
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
• Different search engines rank using different factors
• Anomalies in the share of traffic may represent an opportunity
Sear
ch re
ferr
als
for a
set
of R
ussi
an p
ages
Google vs. local search engine Juxtaposed
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
Google vs. local search engine Juxtapose
GoogleYandex
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
• Competitive analysis• Content updates?• Manually translate instead of machine?• Update Translation memories?• Link building?
Google vs. local search engine Juxtapose
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
chrismdotcom
Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”2
http://chrism.com/pubcon
…for more info and example Excel file downloads
chrismdotcom
Optimize New Content“I am about to publish/translate a new page, what should I do to make sure it’s optimized?”
Optimize Existing Content“I have already published some content over the past month and I want to find content gaps or optimization opportunities”
Optimize a set of search strings“I want to make sure customers get relevant search results for Windows 8 development search strings”
1
2
3
Our content SEO starting points…
chrismdotcom
Optimize a set of search strings“I want to make sure customers get relevant search results for Windows 8 development search strings”3
Italian SEO is…SEO
Local language speaker SEO/keyword research expertise Adwords (or specific keyword research tool) Use local forums, social media, Q&A, etc… Local link building
Brainstorm keywords, search string research, competitive analysis , content optimization, linking
LeiliRedmond
SEO expert
chrismdotcom
http://www.chrism.com/pubcon
chrismdotcom
