Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit

Brian Martin@BrianMartin1014 | @ecelticseo

slideshare.net/brianmartineceltic

Ireland & Beyond

1. Identifying the Opportunity

2. How to Get Started

3. Examples

What I’ll Cover Today

Who Me?

Inspiration

• 100m+ revenue

• 95% online

• Selling bikes!

Don’t Forget the Home Crowd

My Beef

17th in Number of SEO Professionals

Look Familiar?

Ireland

Finding Your Opportunities

Don’t Need to Revinent the Wheel

1. Keyword Research

2. Mapping keywords to

pages

3. Page title tag

4. Meta description tag

5. Heading tag

6. Alt tag

7. XML sitemap

8. HTML sitemap

9. Video sitemap

10. RSS feed

11. Robots.txt

12. Dublin core meta tag

13. Custom 404 page

14. Doctype declaration

15. Language Declaration

16. Breadcrumb

17. Geo meta tags

18. Rich snippets

19. URL syntax

20. Site architecture

21. Internal linking structure

22. External linking profile

23. hCard

24. Rel=author

25. Page speed

26. Canonical Issues

27. Content optimisation

28. 404 page

29. Add contact details

30. UTF-8 Coding

31. Etc.

Rinse & Repeat your OnSite Checklist

• Beware of Google Translate

• Image Search

• Competitor keyword research

Keyword Research

Spelling

Keyword Research

Keyword Research

Related Keywords

Understanding Search Behaviour US vs. Germany

Understanding Search Behaviour South Africa vs. Ireland

• Does your brand translate internationally?

• http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192

Structuring Your International Site

• www.expedia.ie

Clear geotargeting + local separation/trust

• Resource heavy

• Strict Requirements (sometimes) see: 101domain.com/rules.htm

ccTLD

• www.venere.com/fr/

Easy to set-up & maintain

Single URL

• Separation of sites harder

• Users may not recognise geotargeting

Subdirectories

• en-ie.hotels.com/

Allows different server locations

• Easy to set-up + separate sites

• Users may not recognise geotargeting

Subdomains

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077

Google Webmaster Tools

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077

HREFLANG tag

Global Hosting

1. .google.com 2. .google.ad 3. .google.ae 4. .google.com.af 5. .google.com.ag 6. .google.com.ai 7. .google.am 8. .google.co.ao 9. .google.com.ar 10. .google.as 11. .google.at 12. .google.com.au 13. .google.az 14. .google.ba 15. .google.com.bd 16. .google.be 17. .google.bf 18. .google.bg 19. .google.com.bh 20. .google.bi 21. .google.bj 22. .google.com.bn 23. .google.com.bo 24. .google.com.br 25. .google.bs 26. .google.co.bw 27. .google.by 28. .google.com.bz 29. .google.ca 30. .google.cd 31. .google.cf 32. .google.cg 33. .google.ch 34. .google.ci 35. .google.co.ck 36. .google.cl 37. .google.cm 38. .google.cn

39. .google.com.co 40. .google.co.cr 41. .google.com.cu 42. .google.cv 43. .google.com.cy 44. .google.cz 45. .google.de 46. .google.dj 47. .google.dk 48. .google.dm 49. .google.com.do 50. .google.dz 51. .google.com.ec 52. .google.ee 53. .google.com.eg 54. .google.es 55. .google.com.et 56. .google.fi 57. .google.com.fj 58. .google.fm 59. .google.fr 60. .google.ga 61. .google.ge 62. .google.gg 63. .google.com.gh 64. .google.com.gi 65. .google.gl 66. .google.gm 67. .google.gp 68. .google.gr 69. .google.com.gt 70. .google.gy 71. .google.com.hk 72. .google.hn 73. .google.hr 74. .google.ht 75. .google.hu 76. .google.co.id

77. .google.ie 78. .google.co.il 79. .google.im 80. .google.co.in 81. .google.iq 82. .google.is 83. .google.it 84. .google.je 85. .google.com.jm 86. .google.jo 87. .google.co.jp 88. .google.co.ke 89. .google.com.kh 90. .google.ki 91. .google.kg 92. .google.co.kr 93. .google.com.kw 94. .google.kz 95. .google.la 96. .google.com.lb 97. .google.li 98. .google.lk 99. .google.co.ls 100. .google.lt 101. .google.lu 102. .google.lv 103. .google.com.ly 104. .google.co.ma 105. .google.md 106. .google.me 107. .google.mg 108. .google.mk 109. .google.ml 110. .google.mn 111. .google.ms 112. .google.com.mt 113. .google.mu 114. .google.mv

115. .google.mw 116. .google.com.mx 117. .google.com.my 118. .google.co.mz 119. .google.com.na 120. .google.com.nf 121. .google.com.ng 122. .google.com.ni 123. .google.ne 124. .google.nl 125. .google.no 126. .google.com.np 127. .google.nr 128. .google.nu 129. .google.co.nz 130. .google.com.om 131. .google.com.pa 132. .google.com.pe 133. .google.com.ph 134. .google.com.pk 135. .google.pl 136. .google.pn 137. .google.com.pr 138. .google.ps 139. .google.pt 140. .google.com.py 141. .google.com.qa 142. .google.ro 143. .google.ru 144. .google.rw 145. .google.com.sa 146. .google.com.sb 147. .google.sc 148. .google.se 149. .google.com.sg 150. .google.sh 151. .google.si 152. .google.sk

153. .google.com.sl 154. .google.sn 155. .google.so 156. .google.sm 157. .google.st 158. .google.com.sv 159. .google.td 160. .google.tg 161. .google.co.th 162. .google.com.tj 163. .google.tk 164. .google.tl 165. .google.tm 166. .google.tn 167. .google.to 168. .google.com.tr 169. .google.tt 170. .google.com.tw 171. .google.co.tz 172. .google.com.ua 173. .google.co.ug 174. .google.co.uk 175. .google.com.uy 176. .google.co.uz 177. .google.com.vc 178. .google.co.ve 179. .google.vg 180. .google.co.vi 181. .google.com.vn 182. .google.vu 183. .google.ws 184. .google.rs 185. .google.co.za 186. .google.co.zm 187. .google.co.zw 188. .google.cat

Notable Exceptions

Example Advanced Search Commands

• site:fr inurl:uniforme inurl:blog

• inurl:forum site:it inurl:calcio

• related:yoursite.es

Get your Power Search certificate

• Data

• Infographics

• Ryanair approach

PR

Build an Authority Resource

A Tea Partier Decided To Pick A Fight With A Foreign President. It Didn't Go So Well.

• Security & Risk Minimisation

• Transparency

• Contact Information

Build Trust

Design as Culture

• Partnerships• Events• Competitions• Whitepapers• Surveys• User Generated Content – Ask your

Community

Doing Real World Stuff

• Segment analytics by country

• Understand the culture before marketing to it

• Build content calendars, supplement all search with social (email).

Don’t Silo SEO

• International SEO is for you as well

• Prepare

• Learn from others

Key Takeaways

Promo Code: DublinSEO

Thank You

@BrianMartin1014 |@ecelticseo

Slideshare.net/brianmartineceltic