pubcon 2015 - content management across international markets
Post on 15-Feb-2017
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#pubcon
Content Management Across International Markets
Presented by: Doug Platts VP, Digital Media & Search Strategy
iCrossing
#pubcon
Or…now you’ve created the content how to get it working hard
• International webmaster tools • Assessing cannibalization • Geo-targeting done “easier" • Scalable, global partners • Global content migration
#pubcon
Born digital in 1998. Leader in search. Today, we use creativity, technology and data to unleash potential for our clients. The constant: Performance.
The only digitally native agency inside a content, media & entertainment empire.
#pubcon
Centralized Global Search Operations
1. Reduce drag 2. Mitigating risk 3. Capitalizing on opportunities 4. Centralized platforms 5. Common best practices 6. Service center
#pubcon
Google Search Console – Global Setup
• A centralized view • Easier to identify risk • Managed comms • Crawl stats • Geo-targeting
Campaign
Category
#pubcon
Yandex /Baidu Webmaster Tools 1. Site submission 2. Server response checker 3. Excluded pages 4. Report spam 5. Remove URL 6. Robots.txt 7. Structured data 8. Site region 9. Search queries 10. Detecting malware
1. Site submission 2. Dead links submission 3. Individual URL submission 4. Domain transfer 5. Link analysis 6. Indexed pages 7. Search keywords 8. Optimization tips 9. Crawling 10. Robot.txt
Much more detail: http://www.icrossing.com/ideas/global-seo-yandex-baidu-webmaster-tools
11. Security detection 12. Analytics 13. Structured data 14. Mobile crawler 15. Site app
#pubcon
Identifying Cannibalization
Organic Rankings Organic Traffic
#pubcon
HREFLANG Done Easier 1. Narrow the Scope
• Sometimes adding tags to an entire site can be overwhelming. Start with the homepage, then move on to categories. If there is still a need, branch out to key products. It isn’t an all or nothing proposition.
4. Use Sitemaps Not In-Line HTML • Placing the HREFLANG code in XML sitemaps
is an easy way to speed up any implementation. Usually sitemaps are much more accessible and can be updated very quickly with proper tools.
3. Stay Consistent • The major issue when implementing
HREFLANG code occurs when code isn’t implemented consistently. For example, the code snippets have to be the same for all corresponding pages.
2. Stay Organized in Excel • Excel is a quick and effective way to
manage a simple database of all pages and how they correspond to each other. One well-planned macro later and the XMLs will be done in seconds.
#pubcon
Campaign Geo Targeting
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2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Apr-15 May-15 Jun-15 Jul-15 Aug-15
US Pages CA Pages
#pubcon
Brands that invest in SEO Platforms show a commitment to investing in SEO
SEO Tools & Technology have finally reached sophisticated levels capable of serving Enterprise & Global brands
iCrossing holds 3 principles about Enterprise SEO Platforms
Platforms vary in capabilities, and finding the best match is complicated
Managing these platforms is complex and can benefit from an experienced partner
Multiple tools. One interface.
§ Keyword Management
§ Page Analysis & Recommendations
§ Technical Crawls and Recommendations
§ Link Analysis
§ Content Marketing
§ Reporting & Dashboards
§ International, Local & More
Enterprise SEO Platforms
#pubcon
Link Analysis
Keyword Rankings/Visibility
Page Analysis/Recs
Site Crawl/Audit
PRIMARY CAPABILITIES
International
APIs/Integration
Keyword Research
SECONDARY CAPABILITIES
Content Marketing/Mgmt
Workflow/Task Management
ROI/Forecasting
TERTIARY CAPABILITIES
Local
Reporting/Dashboards
Enterprise SEO Platforms - Comparison
#pubcon
Specialist Tools
Better suited for smaller sites, ad hoc crawls.
Runs locally, no auto back-up
Handles enterprise size sites Web based, login access, easy
to share reports
Easy interface, content reach/social media analysis
Fast and comprehensive
Detailed analysis on links, fresh link growth analysis
Better suited for advanced SEOs
Easy scoring tools for benchmarking and site comparison
Snapshot link analysis
#pubcon
Global Content Migration
#pubcon
Fight the good fight!
74 Markets 37 Languages
12 Month Phased Rollout
30,000 Keywords 1,000,000 Redirects
24 Time Zones ~200 emails/day
#pubcon
THANK YOU
Doug Platts, iCrossing @dougplatts VP Digital Media & Search Strategy
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