Global SEO Strategies

Global SEO Strategies

A Presentation by Navneet Kaushal, CEO, PageTraffic

www.pagetraffic.comCopyright © www.pagetraffic.in

Navneet KaushalFounder & CEO of PageTraffic

11 Years of SEO experience

Editor www.pagetrafficbuzz.com

Expert author on WebProNews, Search Newz, Website Notes, DevWebPronews, PromotionWorld.

Regularly quoted on ET Now, Seattle Times, Hindustan Times, Livemint, BenefitIT, AlooTechie.

About PageTrafficEstablished in 2002

95 people strong, with offices in New Delhi, Mumbai, Chicago & London

Offers SEO, PPC, Link Building, Web Design & Development services

More than 300 clients worldwide

Ranking among the top SEO Companies of India

Winner of Red Herring Top 100 Asia Award 2011

WHO AM I?

Copyright © www.pagetraffic.in

Some Of The Clients We Have Worked With

www.pagetraffic.com


LEADERSHIP AND AFFILIATIONS

www.pagetraffic.com


WHY DO WE NEED GLOBAL SEO?

www.pagetraffic.com


Language Matters

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Less than 30% of global search engine queries are in English

Source: Oban Multilingual


Language Growth Patterns

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Source: Internet World Stats


SEARCH ENGINE USAGE – BEYOND GOOGLE

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• Google (Global) 62.4%• Yandex (Russia) – 65%• Baidu (China) – 83.6%• Naver (Korea) – 68% • Yahoo! Japan – 47%


TOP SEARCH ENGINES ACROSS THE GLOBE

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United States – GoogleChina – BaiduJapan – Yahoo (Google / MSN)UK – GoogleFrance – GoogleGermany – GoogleCanada – GoogleKorea – NaverBrazil _ GoogleTurkey – GoogleItaly – GoogleSwitzerland – GoogleSingapore – Google


CHALLENGES OF GLOBAL SEO

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CHALLENGES OVERVIEW

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• Multi-regional vs multilingual websites• Site Architecture for global sites• Subdomains Vs. Subdirectories• Geo-targeting• Country Code Top Level Domain Name• Multilingual Content• Google Place Listing• Links

Copyright © www.pagetraffic.inwww.pagetraffic.com

MULTI-REGIONAL VS. MULTILINGUAL WEBSITES


MULTI-REGIONAL VS MULTILINGUAL WEBSITES

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Multi-regional sites

Target users in different countries who all speak the same language.

Multilingual sites

Target users in different countries who speak different languages to the users in other targeted countries.

Multi-regional and multilingual sites

Target users in different countries who speak the same language as users in some, but not all, other targeted countries.



www.pagetraffic.com

CULTURAL ASPECTS language

Internet’s Top LanguagesEnglish: 431 million usersnon-English: 857 million users

431

276

12594

68 61 60 58 45 35 35

050

100150200250300350400450500

En

glis

h

Ch

ine

se

Sp

an

ish

Jap

an

ese

Fre

nch

Ger

ma

n

Ara

bic

Po

rtug

ue

se

Ru

ssia

n

Ko

rea

n

Ita

lian



www.pagetraffic.com

How regional context influence your strategy?

In Mediterranean countries Internet use is driven more by social factors than anything else, where Nordic countries rely on the Internet for more pragmatic, functional purposes.



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How local habits may influence your strategy.

Online shoppers prefer to fill their online carts:

Spanish between 12 and 1pm Germans and Italians between 2 and 4pm Danish shop from 5 to 6pm French shopping activities from 6 to 10pm British shopping hours around 8pm Swedes follow around 9pm


SITE ARCHITECTURE FOR GLOBAL SITES


SITE ARCHITECTURE FOR GLOBAL SITES

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Which site architecture is right for your international content?

• Sub Folders (ex. WWW. YOURSITE.COM/IN)

• Sub domains (ex. IN.YOURSITE.COM)

• Separate domains/sites (ex. WWW.YOURSITE.IN)

Each of these architecture has its pros/cons


SUB FOLDERS/DIRECTORIES

www.pagetraffic.com

www.yoursite.com/in www.yoursite.com/en

www.yoursite.com/fr


DIRECTORIES BY COUNTRIES

YOURSITE.COM USYOURSITE.COM/IN/ INDIA

YOURSITE.COM/FR/ FRANCE



DIRECTORIES BY LANGUAGE

YOURSITE.COM/EN/ ENGLISHYOURSITE.COM/ES/ SPANISH



PROSDomain strength is passed to sub-foldersA single site will normally be stronger than many

CONSProblems with wrong content ranking e.g. yourdomain.com ranking in INDIA rather than yourdomain.com/INPotentially confusing for users looking for a ccTLD (ex. .in) version of the site.Can’t have different country sites hosted from different country specific servers with proper IP addresses.



SUB DOMAINS (ex. IN.YOURSITE.COM)



www.pagetraffic.com

SUB-DOMAINSin.yoursite.com en.yoursite.com

fr.yoursite.com

www.pagetraffic.com

PROSEasy to see this is a country specific version of the site.No registration issues.Each subdomain can be hosted on a server with a corresponding country IP address.Maintains some of the metrics (domain trust, domain popularity) of the root domain.

CONSProblems with content ranking e.g. yourdomain.com ranking in INDIA rather than in.yourdomain.com.Higher risk of mislinking. Many linkers will link to the "www" of the site out of habit.




COUNTRY CODE TOP LEVEL DOMAINS (CCTLD)


CCTLD (Eg. www.yourdomain.in)

www.pagetraffic.com

gTLD

ccTLD

www.yoursite.com

www.yoursite.in

www.yoursite.fr


PROSVery obvious and intuitive to the user.Strongest geo-targeting signal used by Google.Good chance of getting correct links.Provides the ability for each domain to be hosted on a country specific IP address.

CONSNew site with no strength, so it may not rank at all.You’ll need to put in some serious link building effort.Can be difficult to purchase some ccTLDs.Has the potential to cause issues with duplicate content if geo-targeting methods are not used effectively across all domains.

CCTLD (Eg. www.yourdomain.in)


.eu .asia

Useless from SEO perspective

CONTINENTAL TOP LEVEL DOMAINS


MULTI-LINGUAL CONTENT


PERILS OF TRANSLATION

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“FINGER LICKIN’ GOOD”

Chinese Translation

“EAT YOUR FINGERS OFF”


PERILS OF TRANSLATION

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French Translation

VOMITING

GERBER


KEYWORDS – REGIONAL VARIATIONS

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Fútbol vs. FutbolFussball vs. Fußball

Localization vs. LocalisationSoccer vs. Football

Average web search according to Google Insights

DE football 8 fussball 27ES football 5 futbol 61IT football 5 calcio 68

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MULTI-LINGUAL CONTENTImportant Points:

• Google does not include automatically translated pages in their index.

• Automatic translations can lead to loss in meaning.

• Link to the same content in other languages on your sites.

• Use UTF-8 coding (Unicode) when non-English characters, e.g. é or ü, are

needed in an URL which you are linking to on your pages.

• Do not automatically serve pages in different languages based on a user’s

location.

• Only use one language on each page of your site.

• Make sure that Meta Tags are localized based on the keyword research

carried out by a native speaker of the chosen language.Copyright © www.pagetraffic.in


GOOGLE TOOLS FOR GLOBAL SEO


Use Google Keyword

Tools to create initial

list of related search

terms and search

volume

Select location and language

KEYWORD RESEARCH TOOLS


• Organize your keywords by:– Languages– Locations– Target audiences– Purchase cycle– Importance– Legal requirements

• Brand name• Product name• Model numbers, etc.

KEYWORD ORGANIZATION


GOOGLE INSIGHTS TOOL


GOOGLE INSIGHTS TOOL

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Available in 39 languages around the world!

• Assess demand for your product/service.

• Check the seasonal variation in the demand.

• Understand your competition’s offers and branding

• See how search volume is distributed across regions

and cities.

• See search patterns in other Google properties.


COMBINES THE POWER OF 3 Google Translate

Google Keyword Suggestion tool

Google Traffic Estimator

GOOGLE GLOBAL MARKET FINDER


GOOGLE GLOBAL MARKET FINDER

translate.google.com/globalmarketfinder/

Copyright © PageTraffic Web-Tech Pvt. Ltd.

GOOGLE GLOBAL MARKETING FINDER – HOW IT WORKS

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Select home country (not the country you wish to target)

Select the primary language of your country

Enter up to 3 keyword phrases in “product keywords” box

Select your export region; currently you can’t select a country but a region.


GEO-TARGETTING WITH WEBMASTER TOOLS

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Add xml sitemaps by subdirectory/country

GEO-TARGETTING WITH WEBMASTER TOOLS


GOOGLE PLACES LISTING


GOOGLE PLACES LISTING

IMPORTANT POINTS

• Google Places pages are viewed by millions of people daily • 20% of all search is local oriented

• Offers the best opportunity to combine social and search

• Currently, only 6% of consumers are leaving content out there


GOOGLE PLACES LISTING - TIPS

• Use your business name and phone number for listing.

• No taglines or lengthy categories.

• Ask your users for a review.

• Give users ways to connect with you, the +1 button, for example.

• Convert local users into mobile users.

• Ensure that local business addresses are listed.

• Ensure local phone numbers are included too.

• Ensure links to the appropriate regional websites are present and

correct.

• Use ccTLD’s - where possible and practical

• Host in the local country – where possible and practical

• Be careful with proxy serving sites to fool the engines

• Ensure “ALL” variations of your site URL’s are set in GWT

DOMAIN AND HOSTING- SIMPLE ANSWERS


THINK LOCAL


• Get links from sites with the same TLD (for example - www.otherdomain.in)

• Use local street address and local telephone numbers.

• Prices in local currency.

• Localized information in your meta description and meta keywords helps in Bing.

• Use appropriate country and language Meta Tags.

• Claim or create your listing in Google Places.

THINK LOCAL

http://www.otherdomain.in/

Define languages

Define countries

Create language &

country specific content,

build local links

Use local currency /

phone numbers

etc

IA – ccTLD and / or sub-folders/sub

domains

RECAP - GLOBAL SEO PROCESS


THANK YOU!

www.pagetraffic.com

Website: www.pagetraffic.inEmail: [email protected]: @navneetkaushalBlog: www.pagetrafficbuzz.com

Global SEO Strategies

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Transcript of Global SEO Strategies