smx west 2010: seo domain & url strategies for international websites
DESCRIPTION
Presentation from SMX West 2010 on search engine visibility considerations for the use of domains and URLs to organize website content. Companion blog post: http://www.antezeta.com/blog/international-domain-strategiesTRANSCRIPT
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
1
Domain & URL Strategies forMultilingual & Multinational Sites
SMX West
Sean Carlos
3 March 2010
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
2
We're here
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
3
Many of us are likely from here
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
4
Our clients are probably here
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
5
The English speaking world as seen byBing & Google
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
6
Two Dimensions:Language & Geography
1. The Five Options2. Considerations driving a
domain / URL strategy
Organizing Multilingual & Multinational Website Content
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
7
1. Top Level Domains (TLDs)
www.mysite.com gTLD
www.mysite.mx ccTLD
www.mysite.it
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
8
2. Subdomains
en.mysite.comes.mysite.comit.mysite.com
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
9
3. Directories (Folders) on the Web Server
www.mysite.com/enwww.mysite.com/eswww.mysite.com/it
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
10
4. URL Parameters
● Set a page's language and/or personalize for a target market– GGooooggllee often uses hl=<code> to set a page's
language, e.g.● http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=62399
– Bing country and language settings can be changed by appending setmkt=<code> to the bing URL, e.g. ● http://www.bing.com/?setmkt=de-CH
Not recommended
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
11
5. Chance(A.K.A. no Organization)● Site pages– are in various languages with no particular
organization.– may contain multiple languages within the
same page.
Not recommended
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
12
Two Dimensions:Language & Geography
1. The Five Options2. Considerations driving a
domain / URL strategy
Organizing Multilingual & Multinational Website Content
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
13
Search Engines guess “Intended” Market
● Search engines may associate a website to a geographic market by looking at domain country codes (ccTLD) or server IP for generic domains (gTLD)
Google allows geo assignment of
gTLDs in Google Webmaster Tools –
Google ONLY
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
14
Influence of Incoming Links
● Search engines will most likely consider the “location” of sites providing incoming l inks when ranking a page for a particular market
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
15
Users Scan Search Result URLs
● Multiple studies have noted users scan URLs when deciding which search result to select– Microsoft Research– Marketing Sherpa Search Marketing Guide 2008
● Users probably prefer “their” country specific domain in search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
16
Specific considerationsfor the recommended options
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
17
Country Code Top Level Domains(www.mysite.it)
Tailoring for content differences, e.g. $, €Strong signal target marketTrack separately in Webmaster Tools, WAIf language spoken in multiple countries– link dilution (“duplicate content”)
If multiple languages used in country– still have issues, e.g. Canada, Switzerland
Registration hurdles– physical presence or other requirements
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
18
Subdomains for each Market(it.mysite.com)
No registration issuesHost each subdomain in local market to
set server IP geolocation signal (but will you?)
Track separately in Webmaster Tools, WAMarket needs may require multiple
subdomains for same languageLink dilution (but more relevant)Weaker URL signal for users scanning
search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
19
Directories for each Market(www.mysite.com/it)
No registration issuesAll links going to same domain– but from discordant sources
Need multiple directories for some lang.?Ambiguous geolocation targeting– server IP signal not helpful– Mixing multiple languages in same site
Weak URL for users scanning search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
20
Sean CarlosWeb Marketing Training & Consulting
sean [symbol here] antezeta.comwww.antezeta.com/blog
Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe)
Skype: sean-carlosTwitter: seancarlos
Thank You!
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
21
US only Site? You're not Immune....
● If you– choose a cute domain extension from a
small country– host your site on servers outside the USA
Search engines may not be sure who you're trying to target
bit.ly Libya?Mitigate w/ incoming link selection
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
1
Domain & URL Strategies forMultilingual & Multinational Sites
SMX West
Sean Carlos
3 March 2010
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
2
We're here
Setting the stage: we're currently Santa Clara centric.
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
3
Many of us are likely from here
A majority of attendees are probably from a nearby radius
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
4
Our clients are probably here
Most businesses are probably targeting a national audience
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
5
The English speaking world as seen byBing & Google
Yet even if we just consider English speaking countries, the view seen by Google, Bing & Co. is more complicated. We are potentially competing with similar websites from Canada, England, Australia, South Africa.
For those in the audience focusing solely on a domestic audience in English, you'll see how these issues can impact you too.
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
6
Two Dimensions:Language & Geography
1. The Five Options2. Considerations driving a
domain / URL strategy
Organizing Multilingual & Multinational Website Content
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
7
1. Top Level Domains (TLDs)
www.mysite.com gTLD
www.mysite.mx ccTLD
www.mysite.it
gTLD - generic top-level domainccTLD - country-code top-level domains
Master list of top level domains is managed by IANA (The Internet Assigned Numbers Authority). Contains 251 country codes + Catalonia (CAT) and Europe (EU) http://www.iana.org/domains/root/db/
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
8
2. Subdomains
en.mysite.comes.mysite.comit.mysite.com
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
9
3. Directories (Folders) on the Web Server
www.mysite.com/enwww.mysite.com/eswww.mysite.com/it
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
10
4. URL Parameters
● Set a page's language and/or personalize for a target market– GGooooggllee often uses hl=<code> to set a page's
language, e.g.● http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=62399
– Bing country and language settings can be changed by appending setmkt=<code> to the bing URL, e.g. ● http://www.bing.com/?setmkt=de-CH
Not recommended
URL parameters add complexity which may discourage users from clicking on a search result even if a page is indexed by search engines.
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
11
5. Chance(A.K.A. no Organization)● Site pages– are in various languages with no particular
organization.– may contain multiple languages within the
same page.
Not recommended
Disorganization should be left in the dorm room!
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
12
Two Dimensions:Language & Geography
1. The Five Options2. Considerations driving a
domain / URL strategy
Organizing Multilingual & Multinational Website Content
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
13
Search Engines guess “Intended” Market
● Search engines may associate a website to a geographic market by looking at domain country codes (ccTLD) or server IP for generic domains (gTLD)
Google allows geo assignment of
gTLDs in Google Webmaster Tools –
Google ONLY
See also:Google Geo Targeting in Google Webmaster
Toolshttp://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=62399
Binghttp://www.bing.com/community/blogs/webmaster/archive/2009/02/21/going-international-considerations-for-your-global-website.aspxhttp://help.live.com/help.aspx?project=wl_webmasters&market=en-au&querytype=topic&query=wl_webmasters_conc_hostingoutsidemarket.htmhttp://www.bing.com/toolbox/support/how-can-i-increase-the-ranking-for-a-web-site-hosted-in-another-market.aspx
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
14
Influence of Incoming Links
● Search engines will most likely consider the “location” of sites providing incoming l inks when ranking a page for a particular market
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
15
Users Scan Search Result URLs
● Multiple studies have noted users scan URLs when deciding which search result to select– Microsoft Research– Marketing Sherpa Search Marketing Guide 2008
● Users probably prefer “their” country specific domain in search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
16
Specific considerationsfor the recommended options
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
17
Country Code Top Level Domains(www.mysite.it)
Tailoring for content differences, e.g. $, €Strong signal target marketTrack separately in Webmaster Tools, WAIf language spoken in multiple countries– link dilution (“duplicate content”)
If multiple languages used in country– still have issues, e.g. Canada, Switzerland
Registration hurdles– physical presence or other requirements
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
18
Subdomains for each Market(it.mysite.com)
No registration issuesHost each subdomain in local market to
set server IP geolocation signal (but will you?)
Track separately in Webmaster Tools, WAMarket needs may require multiple
subdomains for same languageLink dilution (but more relevant)Weaker URL signal for users scanning
search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
19
Directories for each Market(www.mysite.com/it)
No registration issuesAll links going to same domain– but from discordant sources
Need multiple directories for some lang.?Ambiguous geolocation targeting– server IP signal not helpful– Mixing multiple languages in same site
Weak URL for users scanning search results
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
20
Sean CarlosWeb Marketing Training & Consulting
sean [symbol here] antezeta.comwww.antezeta.com/blog
Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe)
Skype: sean-carlosTwitter: seancarlos
Thank You!
Sean Carloswww.antezeta.com/blog
sean [symbol here] antezeta.com
21
US only Site? You're not Immune....
● If you– choose a cute domain extension from a
small country– host your site on servers outside the USA
Search engines may not be sure who you're trying to target
bit.ly Libya?Mitigate w/ incoming link selection