going global 050409
DESCRIPTION
Slides from Going Global Conference, 7 May, 2009. Nicholas J. Pirro Convention Center; Syracuse, NY. Presented by Brian Bluff, President Site-Seeker, Inc. (www.site-seeker.com) 315.732.9281TRANSCRIPT
© 2009 Site-Seeker, Inc.
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The Internet is global, are you?International Search Engine Optimization
About Today
• Download This Presentation at: – www.site-seeker.com/seminar.pdf
• We’re here to help…
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What We Will Cover
• Search Engine Optimization overview• Domain names• Hosting• Links• Content
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© 2009 Site-Seeker, Inc.
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1. Drive
2. Convert
3. Measureand improve
Your
Websi
te
Your website is a machine….
What is Search Engine Marketing?Vertical Websites
SocialMedia
Search Engines – Why you should care
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www.site-seeker.comSource: ComScore (October 2007)
Search Engines – Why you should care
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www.site-seeker.comSource: ComScore (October 2007)
61% Google
Search Engines – Why you should care
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Market share by country: Global Search Report 2007 – PDF (source: Multilingual Search)
Searchers Search in Their Native LanguageGear manufacturer = Getriebe Hersteller
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source: Google Est. Google Search
Volume
April 2009 gear manufacturer
global (english) 1,000US (engish) 720
Germany (english) 22 competition (pages in Google's index) 57,600
getriebe hersteller
global (german) 140germany (german) 140
competition (pages in Google's index) 2,920
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Search Engine Results Page (SERP)
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Motivation of the Search Engines
Source: http://investor.google.com/fin_data.htm
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What does it take to rank well
Three steps to better ranking
1. get indexed2. be credible3. be relevant
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• If you don’t know how people search you can’t position your website to be found
• The first step to positioning your website in the
path of a prospect looking for your product or service
• Provides clues about prospects’ concerns/questions
• Facilitates the development of content important to potential customers
• Tip: https://adwords.google.com/select/KeywordToolExternal
Importance of Keyword Research
• ccTLD: Country Code Top Level Domain
• Two letter extension on the end of a domain name– “.de” = Germany– “.cn” = China– i.e. www.google.de, Google Germany
• Based (largely) on ISO 3166-1 alpha-2 codes
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Domain Name Selection – ccTLD (Relevance)
Some ccTLDs like “.ca” (Canadian) and “.de” (German) have local presence requirements
To register a “.ca” domain… • Canadian citizen of the age of majority• permanent resident of Canada• legally recognized Canadian organization• foreign resident of Canada that holds a registered Canadian
trademark• division of the government• Queen Elizabeth II in her capacity as head of state of
Canada• …more (source: www.wikipedia.org)
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Domain Name Selection – ccTLD (Relevance)
Other uses
• “.fm” (Federated States of Micronesia)
• Often used by FM radio stations and Internet radio stations
Challenges
• Many companies insist on building one website. They then make visitors to select a location (language)– Common content management system
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Domain Name Selection – ccTLD (Relevance)
• What’s the point?
• To look local…. or relevant… use a ccTLD
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Domain Name Selection – ccTLD (Relevance)
Tips
• Target separate countries with separate ccTLDs– www.yoursite.com (geographically neutral)– www.yoursite.mx (Mexico)
• Separate languages on separate subdomains– en.yoursite.com (english)
– es.yoursite.com (spanish)
• Separate topics or audience groups in subdirectories– www.yoursite.com/ush (US Hispanic)
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Domain Name Selection – ccTLD (Relevance)
Where to Host Your Website? (Relevance)
Geolocation – Associate your website with a particular country. The search engines:
• Read the IP address of the website– IP address: a numerical identifier assigned to
an internet device
• Retrieve the “whois” information relating to the IP address
• Examine the physical (street) address… make an association
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Establish Local Links To Your Website
Incoming links
• Build credibility
• Make your site relevant
Therefore, local incoming links
• Make your site relevant locally
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Content
Avoid duplicate content
• Allow only one copy of a page (same language) to be indexed
• Use no-follow attribute (or robots.txt file) to prevent spiders from crawling multiple copies
• Don’t worry about translated pages (different languages)
Pay attention to dialects and regional preferences
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Content
Model numbers and brand names are better optimized in English
Use Google Webmaster Tools to associate content (pages) with a specific region/country
• Entire domain: www.yoursite.com
• Subdirectory: www.yoursite.com/au/
• Subdomain: au.yoursite.com
© 2009 Site-Seeker, Inc.
www.site-seeker.com
© 2009 Site-Seeker, Inc.
www.site-seeker.com
Brian BluffPresident
[email protected](315) 732-9281, 11
Thank You