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International SEODo‘s and don‘ts
How to…
@AlonaDemchyk
Alona DemchykSEO Manager
Joined Plan.Net in 2015, earlier – Catbird Seat and Bertelsmann
Previous experience: E Commerce & Business Development
Qualification:Master of Philology / in Online Marketing since 2008
Education:
Ukrainian, speaking Russian, studied in England, based in
Munich…
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Plan.Net Performance SEO – Serving more than 50 clients accross 14 industries and 8 markets worldwide
43 colleagues9 nationalities 12 languages
@AlonaDemchyk
What is SEO
paidsearch results
(SEA)
Organic search results(SEO)
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@AlonaDemchyk
Naver 72% in 2013
Yahoo53% in 2013
Baidu n62% in 2013
Yandex62% in 2013
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@AlonaDemchyk
International SEO
but language (ISO 639-1) & country (ISO 3166-1 Alpha 2) specific
Not global and local
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@AlonaDemchyk
Why is this relevant?
• Migration creates multilingual societies (Germany) ->• Language borders across the countries became blurred (Russian speakers)
Rank Nationality Population (2014)
1 Turkey 1,527,118
2 Poland 674,152
3 Italy 574,53
4 Romania 355,343
5 Greece 328,564
6 Croatia 263,347
7 Serbia 252,468
8 Russia 221,413
9 Kosovo 184,662
10 Bulgaria 183,263
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@AlonaDemchyk
You should ask yourself the following questions when deciding to go for ISEO…
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@AlonaDemchyk
?
• What is my business model?• Who is my target audience?• What language do they speak and where are they located?• Do I have sufficient manpower, budget and time?• Can I develop my current URL structure or do I need a new one?
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@AlonaDemchyk
Before entering the international / multilingual market• Traffic
• Keyword
• Your online capacities• URL structure• Content, CMS, competitors…
• Your physical location• Shops, warehouses
• Local customer support• Call center, e-mail, customer service
• Economy, laws…10
@AlonaDemchyk
Before entering the international / multilingual market• Traffic
• Keyword
• Your online capacities• URL structure• Content, CMS, competitors…
• Your physical location• Shops, warehouses
• Local customer support• Call center, e-mail, customer service
• Economy, laws…11
@AlonaDemchyk
Who visits your website?
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@AlonaDemchyk
Where do your user‘s go?
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@AlonaDemchyk 15
@AlonaDemchyk
Compare
Visits with x-languages or x-locations users to landing pages with the conversion of those landing pages in your main language/country
Page EN-VisitorsPage Conversion in
Germanywww.xy.de 6.600 3%www.xy.de/termin-vereinbaren/ 1.084 30%www.xy.de/service-center-in-deutschland 468 4%www.xy.de/kosten/ 326 2%www.xy.de/schaden-berechnen/ 172 5%www.xy.de/standorte/muenchen/ 85 13%
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@AlonaDemchyk
Do your keyword research (glocally)
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Geek SEO
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@AlonaDemchyk
Main reasons for decision making
• Traffic• Keyword
• Your online capacities• URL (structure)• Content, CMS, competitors…
• Your physical location• Shops, warehouses
• Local customer support• Country specific features
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@AlonaDemchyk
Why is URL important?
Each URL tells a story, whether it is…
Generic (TLD) – .com .biz .info
New generic - .comany .fashion .bayern
Country code specific (ccTLD) - .de .ru .fr .it
Subdomain – de.xy.com, ru.xy.com
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„Every time you change your URL structure…
a backlink dies“@AlonaDemchyk 21
@AlonaDemchyk
Important ISEO components• https://www.yourwebsite.de/blog/your-article-here?nc=1#anchor• Protocol: https• Hostname: https://www.yourwebsite.de• Subdomain: www.• Domain name: yourvebsite.de• Top level domain: de• Folder: blog• File name: your-article-here• Parameter: nc• Parameter value: 1• Anchor: #
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URLs - geographic targeting (country)
(+)Country cpecific tol level domain + folderwww.xy.de/folder/..., www.xy.it/folder/..., www.xy.fr/folder/...
(=)Generic Top Level Domain + country specific folderwww.xy.com/de, www.xy.com/it, www.xy.com/fr
(-)Subdomainde.xy.com
@AlonaDemchyk
best
worst
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@AlonaDemchyk
URLs - language targeting
(+)Generic Top Level Domain + country specific folderwww.xy.com/de, www.xy.com/it, www.xy.com/fr
(-)Subdomainde.xy.com
best
worst
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@AlonaDemchyk
Let the user choose (country)
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@AlonaDemchyk
Let the user choose (language)
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Use hreflang for multilingual websites
HTML head <link rel="alternate" hreflang="de-AT" href="http://www.xy.com/de-at" />
HTTP header (for binary data, like PDFs) Link: http://www.xy.com/de-at;rel="alternate„;hreflang=de-AT“
Default languages<link rel="alternate" hreflang="x-default" href="http://www.xy.com/" />
@AlonaDemchyk
Sitemap<loc>http://www.xy.com/de/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.xy.com/de/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.xy.com/de-ch/" /> </url> </urlset>
Language format ISO 639-1Language variations format ISO 15924 (Traditional Chinese: zh-Hant, simplified Chinese: zh-Hans)Country format ISO 3166-1 Alpha 2
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@AlonaDemchyk
One language - different countries
Plan.Net Performance X Client
Initial market is based in Germany
Austria and Switzerland were added in 2014.The content was the same, contact details werelocal.After implementing hreflang
•Ø +95% Revenue via +150% visitors a month (AT)•Ø +43% revenue via +70% visitors a month (CH)
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@AlonaDemchyk
Common mistakes
Source: http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483
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@AlonaDemchyk
Submit you language/local website version in the webmaster tools relevant to your local search engine
Google – Google Webmaster ToolsBing – Bing Webmaster ToolsYandex – Yandex Webmaster ToolsBaidu – Baidu Webmaster ToolsMeasure your sucsesse.g. Google Analytics
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@AlonaDemchyk
Common mistakes
• Language or country codes (ISO‘s) are faulty• You created auto-translated pages• Different countries, one language no hreflang ->duplicate content• References of other language versions is missing• Different locations are not verified in Search Console• Track separately all of your language and location specific website
versions• You do not translate URLs and you don‘t use the UTF-8 encoding
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@AlonaDemchyk
Obstacles
• Economic reasons• Crisis (inflation) – Russia, Ukraine
• Competitive environment• Cultural environment
• Negotiations are held differently in different cultures.
• Country specific regulations• Redtape• Laws
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@AlonaDemchyk
Useful resources
Hreflang validatorhttp://hreflang.ninja/Hreflang generatorhttps://www.sistrix.de/hreflang-guide/hreflang-generator/
The most common issues with hreflang http://searchengineland.com/auditing-hreflang-annotations-common-issues-avoid-219483 (by Aleyda Solis)
Google Support https://support.google.com/webmasters/answer/189077?hl=enhttps://support.google.com/webmasters/answer/2620865?hl=en 34
@AlonaDemchyk
Thank you
You can find me on…
Twitter: @AlonaDemchykXing: https://www.xing.com/profile/Alona_DemchykLinkedIn: https://de.linkedin.com/in/alonademchykGoogle+: https://plus.google.com/+AlonaDemchyk
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