International Site Architecture:

Are We Speaking the Same Language?

-Cindy Krum

• Multi-National Brands Face Different Web Issues:

– Multiple Languages, Currencies Measurements & Seasonality

– Different Search Engines – Different E-Commerce Laws– Inconsistent Marketing Aesthetics

• Site Architecture Can Help Address these Issues

Site Architecture Options

• One Site-Subdomains & Subdirectories-Translation Software

• Multiple Sites-A Site for Every Country

• Blended-One International Site & Multiple Country Specific Sites

• Things to Consider– Design, Development & Maintenance Cost– Server Configuration & Location– CMS & Order Fulfillment– E-mail, Direct Marketing, Affiliates & PPC– Traditional Advertising– SEO

SEOand some of the other stuff…

ONE SITE

ONE SITE

SUBDOMAINS & SUBDIRECTORIES

One Site: Subdomains/Directories

• Cons:

– Homepage in Wrong Language = Confusing

– Home Page Only Ranks in One Language (but multiple countries)

– Grouping by Country Risks DUPLICATE Content(Grouping by Language does not)

• Pros:– Easy to Set Up– Links & Traffic All Point to

One Domain– More Pages in the Index– Flexibility with Messaging– Grouping by Language

Prevents Duplicate Content– Country Specific Hosting

Option (Subdomains)

– Specify Target Country for Each in Google Webmaster Tools

– Redirect Country Specific Domains to Appropriate Subdomain or Subdirectory

– Internal & External Links• Appropriate Language Sites w/Appropriate Anchor Text• Country Specific Domains (External)

– Language Meta Tag, HTML Language & Local <Address>

One Site: Subdomains/Directories

SEO TIPS

ONE SITE TRANSLATION

One Site: Translation

• Pros: – Best User Experience– Can work with Legacy

CMS, Meta Data, Content & Feeds

– Robust Translation Software=More Scalable

• Cons:– Harder to Setup– Natural Inbound Links

Could be in Wrong Language

– Don’t Set A Location in Google Webmaster Tools

– Redirect Country Specific Domains to Appropriate Translation

– Check the Work of Your Translation Software

– Allow Users To Change Language/Location& Set Language Cookie

– Minimize ‘On Page’ JavaScript, or Have Everything Happen on the Server

– Language Meta Tag, HTML Language & Local <Address>

One Site: Translation

SEO Tips

MULTIPLE SITES

Multiple Sites:

• Pros: – Incrementally Low

Start-Up Costs– Can Add Sites One at

a Time– Rank Well in Multiple

Country Specific Search Engines

– Country Specific Hosting

• Cons:– More Sites = More Sites to

Update (Inventory, News, Specials etc.)

– Multiple Sites = Multiple SEO Efforts = Harder to Rank in ‘.com’

– Forced to Target Countries Instead of Languages

Multiple Sites:

SEO TIPS– Target Country in Google Webmaster Tools

– External Links• Appropriate Language Sites w/Appropriate Anchor Text

• Country Specific Domains

– Link Your Multiple Country Sites Carefully & Logically

– Language Meta Tag, HTML Language & Local <Address>

BLENDED

Blended

• Pros:– Most Realistic for

World Wide Presence– Can Start with ‘.com’ &

Build Country Specific Sites as Needed

• Cons: – Most Costly to Create,

Maintain & Update

Blended:

SEO TIPS– Specify Countries in Google Webmaster Tools, but Not the

International Site

– Link Your Multiple Country Sites Carefully & Logically

– External Links Should Be Logical• International on the International Site

• Country Specific on Country Specific Sites

– Let Users Know You are Taking them To Another Site

– Use Java Translation & IP Sniffing on Homepage

Thanks!