International SEO for 2014
@LisaDMyers #SEBCSTHLM
Who dat?
• CEO of SEO & Content Marketing Agency; Verve Search
• 10 years in SEO
• Co-founder StateofSearch.com now Stateofsearch.com
• Founder SEO-Chicks.com
• “Search Personality of the Year” UK Search Awards 2011
+ “Best SEO Campaign” for her agency Verve Search
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
Musts For International Success
# 1 Geo-targeting
#2 Language
#3 Link Generation
Estimated 4.29 billion web pages
different indexes for different countries, i.e
google.se google.co.uk google.no
You need to help the engines
figure out WHICH index you
want to be found in
@LisaDMyers #SearchLove
#1 geo-targeting
Geo-targeting
Making sure your website is indexed in
the right geographical index. Options:
- ccTLD, Sub domain or Sub Directory
- Using Google webmaster tools
- Using Hreflang Attribute
@LisaDMyers #SEBCSTHLM
@LisaDMyers #SearchLove
country code TLD
ccTLDs
Country specific TLDs such as .se .de
and .fr is the best sign you can give the
search engine to which geographical
index you want to be index and
ranked in.
If you have an office (or will have) in the
relevant country
+ Separate marketing budget
= ccTLDs is best
@LisaDMyers #SEBCSTHLM
Having a marketing department in a country and
still being on a sub folder is a bit like living at
home with your parents at 40!
@LisaDMyers #SearchLove
using subfolder
When subfolders should be used
- Budget restrictions & no local marketing
- Sites that is unlikely to have local offices
- Initial geo targeting & time restraints
+ benefit of link authority of entire domain!
@LisaDMyers #SEBCSTHLM
@LisaDMyers #SearchLove
using subdomains
When Subdomains Should be Used
• Technically it’s a middle road between ccTLDs
and sub folders but in my opinion NOT ideal
• Easy to implement and can have separate
hosting BUT don’t benefit in whole of the link
authority on main domain
Meh…..
@LisaDMyers #SEBCSTHLM
@LisaDMyers #SearchLove
webmaster tools
For non geo specific TLD like:
.com .net .org .info etc…
You can set target country in Webmaster tools.
@LisaDMyers #SEBCSTHLM
25% of sites has wrong
geo targeting settings! source: John Mueller, Google
@LisaDMyers #SearchLove
hreflang attribute
What is it?
The Hreflang attribute is simply a way of telling the search engine this is a different language version of a page.
Particularly useful if you have a UK English, US English, Canadian English etc
Guides on Hreflang
Google’s guide on hreflang
Can be implemented as a HTML link element in the header <link rel="alternate" hreflang="en" href="http://www.example.com/en" >
<link rel="alternate" hreflang="de" href="http://www.example.com/de" >
(must be implemented within HTML on BOTH URLs)
Or by Implementing Hreflang using sitemaps (recommended)
BTW!
The Hreflang attribute will NOT make
your site rank higher!!
@LisaDMyers #SEBCSTHLM
@LisaDMyers #SearchLove
#2 language
YOU Need to speak the
language AND understand the
culture!
23 shades
of Verve
Don’t use the big BRANDS as a
guide!
NOT even in
Index!!
@LisaDMyers #SearchLove
IP Detection/Redirection
• Several big issues with IP Detection but mainly
the problem that bots usually crawl from US
IP so therefore might never see your other
content.
• Instead maybe use a javascript overlay that
detects IP address and requests users to select
relevant country!!!
@LisaDMyers #SearchLove
#3 link generation
Google’s algorithm has changed
more significantly in the last 2
years than the 5 years before that
combined!
FCUK SEO
1. Tightened the linking algorithm
2. Deep pages, unique content and relevancy
3. Over optimisation crack down
4. Semantic language & Understanding of
related words/sentences
+++ peoples attitude to links
Linking is bad
It will hurt your site
Nofollow EVERYTHING……….
Buying links in 2014 is very RISKY
business!!
When one door closes
Attract rather than Sell
Create content that DESERVES
links and MARKET that content.
MAKE GOOD
SHIT
X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X O X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
source: the awesome @DaveTrott
Think like a 50s Ad Agency
and execute like a geek.
examples
The Biggest Links Possible
http://www.visitnorway.com/the-northern-lights/northern-lights-infographic
http://www.nordnorge.com/transport-destinations/?News=456
http://myreallondon.expedia.se
http://www.va.se/nyheter/2014/08/29/darfor-ar-london-svenskarnas-andra-stad/
http://denkorteavis.dk/2014/storbyferie-guide-til-londons-ugennemskuelige-slang/
http://www.lentovertailu.fi/artikkelit/iso-britannia/erilaisen-matkailijan-lontoo/
http://blogg.expedia.se/dromdestination/
#skateseeing videos
http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html
http://www.hotelclub.com/sk8seeing/skateseeing-east-london-video.html
In short
#1 Choose the right geo targeting for you
#2 Speak the language
#3 Start creating campaigns to ATTRACT links
Ps: don’t buy links, that’s just stupid!
“ DO, OR DO
NOT, THERE IS
NO TRY. ” - Yoda