searchlove boston 2013_kate morrisinternational seo
Post on 09-May-2015
3.155 Views
Preview:
TRANSCRIPT
Languages and Countries: Growing Internationally the Right Way
KATE MORRIS
@katemorris
@katemorris
$$$$$$
It Doesn’t Happen Overnight
@katemorris
Download the International Search Strategy Guide
http://dis.tl/14GdPoh
Getting to Know the Players
Global Search Engine Operations
Google Operates by Country
This isGoogle Estoniagoogle.ee
Not by Language
Not Google
Estonian
They offer Google Estonia in popular languages of that country.
@katemorris
Google Keyword Tool
Keyword: [mobile security] Language: All Language: English Language: French
Country: All 9,900 9,900 9,900
Country: United States 2,900 2,900 2,900
Country: France 720 720 720
Country: Canada 210 210 210
No mention of language
All Bing.com
But they are country focused.
@katemorris
You should use the Geo-Targeting feature for sites or sections of a site that have
been created for an audience in a specific country. You generally don’t need to
geo-target sites (or site sections) that are aimed at a global audience or that apply
to multiple countries.
Vincent Wehren
Senior Program Manager
April 29, 2013
http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2013/04/26/geo-targeting-and-language.aspx
Searcher Process
@katemorris
A searcher queries “Иннаиркова” are they:
A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaks
Russian, we don’t know where they are at this point.
@katemorris
A searcher queries “Иннаиркова” are they:
A. A person living in Russia.B. A person living in Belarus.C. A person living in the Ukraine.D. A person living in Kyrgyzstan.E. Someone who speaks
Russian, we don’t know where they are at this point.
@katemorris
# Countries per Official LanguageLanguage World Countries
English 59 India, United States, Pakistan, United Kingdom, Canada …
French 29 France, Democratic Republic of the Congo, Canada, Madagascar
Arabic 26 Egypt, Lebanon, Saudi Arabia, Morocco
Spanish 21 Spain, Mexico, Colombia, Argentina
Portuguese 10 Brazil, Portugal, Mozambique, Angola
Russian 8 Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria*
German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, Luxembourg
Italian
4
Italy, Switzerland, San Marino, Vatican City
Malay Malaysia, Indonesia, Singapore, Brunei
Swahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo
South African Official Languages:
Afrikaans, English, Southern Ndebele, Northern Sotho, Southern
Sotho, Swazi, Tsonga, Tswana, Venda, Xhosa, Zulu
India has 23 Official Languages
Searchers Don’t Always Click on Home Country ccTLDs
@katemorris
SERP Turkey + Mechanical Turk
@katemorris
FTP Client
Var 1 Var 2 Var 3 Var 4 Var 5 Var 6 Total
filezilla-project.org/ 0 3 0 2 0 1 6
www.smartftp.com/ 1 1 1 2 1 0 6
www.ftpclient.co.uk/ 2 1 2 2 2 0 9
lifehacker.co.uk/5039956/five-best-ftp-clients 1 0 3 0 0 1 5
Total 4 5 6 6 3 2 26
@katemorris
Things to do in Las Vegas
Var 1 Var 2 Var 3 Totalwww.vegas.com/attractions/
3 2 7 12www.tripadvisor.co.uk/Attractions-g45963-Activities-Las_Vegas_Nevada.html 3 5 4 12www.timeout.com/las-vegas/features/78/20-great-things-to-do-in-las-vegas 2 3 2 7
Total 8 10 13 31
@katemorris
Skipping Rope
Var 1 Var 2 Var 3 Var 4 Var 5 Var 6 Total
en.wikipedia.org/wiki/Skipping_rope 2 6 4 1 2 5 20
www.amazon.co.uk/Bestselling-Jump-Ropes/lm/R1C8R7UHACBDH6 1 0 1 0 0 0 2
www.amazon.com/b?ie=UTF8&node=3407981 0 0 1 1 0 0 2
Total 3 6 6 2 2 5 24
@katemorris
Test for Yourself
Picking a Strategy
@katemorris
There are Three Options
Translate OnlyGeo-Target Only
Translate & Geo-Target
@katemorris
Does your business change in different countries?
YesNo
Are you targeting countries that have different languages than your native
language?
Would it make sense to an international visitor to see different site
content?
Are there multiple official languages for
any of these countries?
Do you plan on offering the site content in all
official languages?
Do you have the resources to differentiate the content?
Geo-Target Only
Translate/HREFLANG Only
Geo-Target and HREFLANG
Yes
Yes
Yes
YesYes
No
No
No
No
Geo-target Only
@katemorris
This solution is best for businesses that:
• Change their product or services based on the customer country
• Willing to change some content to target a new country based (US vs. UK language usage)
• Don’t have the need or resources to offer multiple translations of the geo-targeted content.
@katemorris
Example Site
@katemorris
Does your business change in different countries?
Yes
Are you targeting countries that have different languages than your native
language?
Are there multiple official languages for
any of these countries?
Do you plan on offering the site content in all
official languages?
Geo-Target Only
Yes
No
Yes
How Do I Geo-Target?
Make sure the content and marketing are different and targeted.
@katemorris
It took this site almost 2 years to rank with a ccTLD
India Site
Main Site
What about URL Structure?
Subdomain
Directory
ccTLD
Parameters
Link Building is a little harder for
these two options
Set Up Google Webmaster Tools Country Targeting
Set Up Bing Webmaster Tools Country Targeting
Don’t Use HREFLANG
What about product pages???
@katemorris
Don’t use IP detection for country targeting.
But do verify …
Outreach is best from someone native to the country.
Translate Only
@katemorris
This solution is best for businesses that:
• Don’t change their business offering in different countries (not e-commerce).
• Want to get international traffic without having to change the content based on the user’s country.
• Don’t have the resources to build out country targeted content.
@katemorris
Example Site
@katemorris
Does your business change in different countries?
No Would it make sense to an international visitor to see different site
content?
Translate/HREFLANG Only
No
Tips for Dealing with Translation Only
Don’t Machine Translate
Manual Translation is Costly but Best
Put HREFLANG in XML Sitemaps
Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">
http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
What about URL Structure?
Subdomain
Directory
ccTLD
Parameters
@katemorris
Don’t use ccTLDs,otherwise it’s up to you.
Geo-target and Translate
@katemorris
This solution is best for businesses that:
• Change their product or services based on the customer country
• Willing to change some content to target a new country based (US vs. UK language usage)
• Have a need or desire to offer language translations of their geo-targeted content.
@katemorris
Example Site: UK
@katemorris
Example Site: Canada
@katemorris
Does your business change in different countries?
Yes
Are you targeting countries that have different languages than your native
language?
Are there multiple official languages for
any of these countries?
Do you plan on offering the site content in all
official languages? Geo-Target and HREFLANG
Yes
YesYes
How do I Translate and Geo-Target?
@katemorris
Use HREFLANG inside the country targeted content.
United StatesFocused Content
(English)domain.com/en-us
SpainFocused Content
(Castilian Spanish)domain.com/es-es
United States Focused Content
(American Spanish)domain.com/es-us
Canada Focused Content
(English)domain.com/en-ca
France Focused Content
(French)domain.com/fr-fr
Canada Focused Content
(French)domain.com/fr-ca
HREFLANG HREFLANG
NO
HREFLANG
NO
HREFLANG
NO
HREFLANG
@katemorris
Content is Country Focused
United StatesFocused Content
(English)domain.com/en-us
SpainFocused Content
(Castilian Spanish)domain.com/es-es
United States Focused Content
(American Spanish)domain.com/es-us
Canada Focused Content
(English)domain.com/en-ca
France Focused Content
(French)domain.com/fr-fr
Canada Focused Content
(French)domain.com/fr-ca
Same but translatedSame but translated
@katemorris
The translated content should not be the same across countries.
United StatesFocused Content
(English)
domain.com/en-us
SpainFocused Content
(Castilian Spanish)
domain.com/es-es
United States Focused Content
(American Spanish)domain.com/es-us
Canada Focused Content
(English)
domain.com/en-ca
France Focused Content
(French)
domain.com/fr-fr
Canada Focused Content
(French)domain.com/fr-ca
Some content will be similarbut not the same.
Oh and all that stuff I mentioned before …
Set Up Google Webmaster Tools Country Targeting
Set Up Bing Webmaster Tools Country Targeting
Put HREFLANG in XML Sitemaps
Bing uses the Language Meta tag<meta http-equiv="content-language" content=“ISOCODE">
http://www.bing.com/blogs/site_blogs/b/webmaster/archive/2011/03/01/how-to-tell-bing-your-website-s-country-and-language.aspx#pi4774=2
@katemorris
Don’t use IP detection for country targeting.
But do verify …
Don’t Machine Translate
Manual Translation is Costly but Best
@katemorris
Translate Only Geo-Target OnlyGeo-Target and
TranslateDoes your business change in different countries? No Yes YesWould it make sense to an international visitor to see different site content?
No Yes Yes
Do you have the resources to differentiate the content?
No Yes Yes
Are you targeting countries that have different languages than your native language?
N/A Yes Yes
Are there multiple official languages for any of these countries?
N/A Yes YesDo you plan on offering the site content in all official languages?
N/A No Yes
Above All:Optimize for the User
@katemorris
Do what works for them, not you or search engines.
@katemorris
Download the International Search Strategy Guide
http://dis.tl/14GdPoh
Thanks.Any questions?
KATE MORRIS
kate.morris@distilled.net
@katemorris
top related