Global Search Leveraging Infrastructure By Mellissa Jensen
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Transcript of Global Search Leveraging Infrastructure By Mellissa Jensen
#SMX #12A @MellissaJensen
About Me Global Search Strategy Infrastructure Solutions
Does It Work? Amazing Tools
Overview
#SMX #12A @MellissaJensen
Director Strategic Analytics, Global Strategies
Lead the Technical SEO Team
Practicing SEO since 2000
About Me
“SEO is not something you do, but rather it is what happens when you do everything else
right”
#SMX #12A @MellissaJensen
Global Search Strategy The goal of a strong enterprise SEO program is to provide search engines the strongest signals for local content
Goal of Global Search Increase organic search performance to local sites
Problems with Local Search Local results display the best results from anywhere on the web that matches the searcher’s language
Infrastructure Solutions Optimize the infrastructure to provide clear, strong “local signals" .
#SMX #12A @MellissaJensen
Local Infrastructure Signals
Local Hosting
Geo Designated URL Structure
Webmaster Tools Settings
Geographic Meta Data
Canonical Tags
Hreflang Annotations
Crosslinks
Standard
Advanced
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Canonical Tags
<link rel="canonical" href="http://www.intel.com/content/us/en/example"/>
<link rel="canonical“ href="http://www.intel.fr/content/fr/fr/example"/>
Canonical Tags Communicate the preferred URL for each local webpage
Action: Each URL populates a self-‐referencing Canonical tag
<link rel="canonical" href="http://www.intel.it/content/it/it/example"/>
#SMX #12A @MellissaJensen
Hreflang Annotations
Hreflang Annotations Consolidates the equity across geo URLs so that each individual page benefits from the whole.
Communicate the local preferred URL to serve in local search results.
Action: Reference all the local corresponding Canonical URL variations in the hreflang tag set.
#SMX #12A @MellissaJensen
Hreflang Annotations Implantation Options
1. HTML Headers • Pro: As pages are published, markup is
automatically included
• Con: Requires CMS configuration or developers to write a script
2. XML Sitemaps • Pro: Can be created and managed independent
of the infrastructure
• Con: May be out of sync with live site.
-‐OR-‐
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Cross Link To The Other Local Variations
Common Hreflang Annotation Mistake:
“Missing confirmation links:
If page A links to page B, page B must link back to page A. If this is not the case for all pages that use hreflang annotations, those annotations may be ignored or not interpreted correctly.” ~ *Google
*Source: https://support.google.com/webmasters/answer/189077?hl=en
Cross Links Allow Google to find the corresponding local preferred URL variations naturally from each page.
Action: Provide a cross link to each local preferred URL variations on each page.
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Working Together
Canonical Tags Designate the preferred URL for each Local
Hreflang Tags Communicate the preferred URL for each Local
Cross Links Link to every local preferred URL variation naturally to validate the hreflang designation
CROSS LINK
HREFLANG
Canonical
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Strength In Numbers When all three signals are working together, each single URL becomes apart of a bigger ecosystem
This allows each page to leverage the power and strength of all the other pages’ equity
Circle of Trust
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Why invest in all this work? When done right, it pays off.
This Is A Lot of Work!
Traffic to Local Priority Pages
+38%*
Source: Waiting for Client Approval
#SMX #12A @MellissaJensen
Hreflang Tool Builders
WordPress Plugins Multilingual Premium: https://wpml.org/
XML Generators XML Sitemaps: https://www.xml-‐sitemaps.com/
The Media Flow: http://www.themediaflow.com/tool_hreflang.php
HrefBuilder: http://www.hrecuilder.com/
Validation DeepCrawl: https://www.deepcrawl.com/
#SMX #12A @MellissaJensen
• Easily upload list of URLs or crawl sites
• Designate Hreflang annotation per country
• Export of crawl data for easy auditing
• Easy ongoing refresh of XML Sitemaps
HrefBuilder.com
#SMX #12A @MellissaJensen
• Identify pages with and without Hreflang tags
• Review all Hreflang tag combinations
DeepCrawl.com
Note: Beta Example (Release coming soon)