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Is the domain structure of your website holding you back from ranking well in country-specific or global search engines? Find out which domain structures tend to work better for ranking in search engines
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How to Succeed in Your International Organic Marketing Efforts
Helen M. Overland, Director, Search Engine Marketingnon-linear creations at SES Toronto 2009
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1
Technology Partnerships
NLC: Executive Summary• Founded in 1995
• Offices in Ottawa and
Toronto with global
client base
• 59+ full-time specialists
• Privately held company,
profitable & stable
• Our goal: leverage the
potential of internet
technologies to deliver
business value
• Result: extensive list of
reference-able clients in
private and public
sector• Proven expertise in
implementation of
leading software
packages, systems
integration, and custom
development
• Solutions Groups:
• Digital Marketing
• Online Strategy
• ECM
• Enterprise Search
• Microsoft Stack
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997
A Few of Our Digital Marketing Clients
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997
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Getting Listed in Country-Specific Searches
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 4
Why Target Canadian Visitors?
Lots of opportunity in the growing Canadian market
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 5
Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
2002 $2,400,000,000
2003 $3,000,000,000
2005 $7,924,407,100
2007 $12,772,147,100
“Country Specific” Structure
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6
Canadian Officewww.yoursite.ca
About UsContact UsOur VisionOur Big Products
Our Little ProductsOur Medium Products
UK Officewww.yoursite.co.uk
About UsContact UsOur VisionOur Big Products
Our Little ProductsOur Medium Products
Head Officewww.yoursite.com
About UsContact UsOur VisionOur Big Products
Our Little ProductsOur Medium Products
“Country Specific” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 7
In Google.com
US/Global Results
“Country Specific” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8
In Google.ca
Canadian Results (all results)
“Country Specific” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 9
In Google.ca
Canadian Results (pages from Canada only)
“Head Office” Structure
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10
Canadian Officewww.yoursite.com/canada
Our Locations
UK Officewww.yoursite.com/uk
Our Locations
Head Officewww.yoursite.com
About UsContact UsOur VisionOur Big Products
Our Little ProductsOur Medium Products
“Head Office” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 11
In Google.com
US/Global Results
“Head Office” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12
In Google.ca
Canadian Results (all results)
“Head Office” Structure in SERP
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13
In Google.ca
Canadian Results (pages from Canada only)
Be There for Your Local Audience
• Get a country-specific (.ca) domain name• USE the country-specific domain name• If possible, use a web server located in the
country• Host country-specific content on the
website• Get links from sites in that country• Verify locations in the Local Business
Centre*
*And use country-specific spelling like the Canadian “centre”| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14
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Getting OUT of Country-Specific Searches
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15
Why Target US Visitors?More opportunity in the enormous US market
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16
Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
Canada $12,772,147,100
Why Target US Visitors?More opportunity in the enormous US market
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17
Source: Statistics Canadahttp://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm & http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm
Canada $12,772,147,100
USA $3,333,000,000,000
Canadian Companies Successful in the US
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18
Canadian Companies Successful in the US
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19
Canadian Companies Successful in the US
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20
Results from IP address in New Jersey
Be There for the US Market
• Get a .com domain name• USE the .com domain name• If possible, use a US located web server• Host US content on the website• Get links from US sites• Verify any US locations in the Local
Business Center*
*And use US-specific spelling like“center”
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997
Thank You!
Helen M. Overland – Director, Search Engine Marketing
helen@nonlinear.ca office: 416-203-2997 x 242
Follow Us on Twitter:
non-linear creations: twitter.com/nonlinear_tweetHelen M. Overland: twitter.com/semlady
Toronto Office:524 Front Street West, Suite 200Toronto, Ontario M5V 1B8P. (416) 203-2997 F. (416) 203-3013www.nonlinear.ca
Ottawa Office:987A Wellington Street, Suite 201 Ottawa, Ontario K1Y 2Y1P. (613) 241-2067 F. (613) 241-3086www.nonlinear.ca
non-linear creations inc.
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