International SEOInternational SEOHow to Establish a Global Web Presence 

With a Localized Feel

Housekeeping …Housekeeping …

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AgendaAgendaAgendaAgenda• International Marketing• Managing Global Websites

– Web CMSGlobal Gateway– Global Gateway

• Managing International Content– Content Translation

• International SEO factors– Site wide– On‐Page– On‐Page – Off‐Page

• Putting it Together

International Marketing International Marketing ggBlundersBlunders

Pepsi slogan US: “Pepsi Brings you back to life”Pepsi slogan US: “Pepsi Brings you back to life”• Translated into Chinese: “Pepsi brings your 

ancestors back from the grave”

Clairol introduces the “mist stick” into Germany• No one seemed to have use for a “Manure 

Stick”

Scandinavian vacuum manufacturer• US translation “Nothing sucks like an 

Electrolux” 

International MarketingInternational MarketingChoosing Your Target CountriesChoosing Your Target Countries

• Populationb• Internet penetration by country

• Internet buying behavior• Current traffic sources – Analytics

Choosing Your Target MarketChoosing Your Target MarketTargeting by Country vs. Language Targeting by Country vs. Language 

• SEO best practiceSEO best practice • Budget• Combination approachCombination approach

• Start with languages and build up your country specific localization over time with testing, research and analytics

B2BB2B vsvs B2CB2CB2B B2B vsvs B2CB2C

B2B Global: B2C Localization:Highly Custom

More General

High Cost

Economies of Scale/ /Lower  Cost

GlobalizationGlobalization vsvs LocalizationLocalizationGlobalization Globalization vsvs Localization Localization 

Global ProductsGlobal Products• Highly Technical • Ex: iPod Honda Civic• Ex: iPod, Honda Civic

Localized Products / Marketing• Laundry Detergent, Ford Trucks, Coats, McDonald's etc…

Cultural ConsiderationsCultural ConsiderationsCultural ConsiderationsCultural Considerations

Ethnocentrism:Ethnocentrism:• Tendency to believe one's ethnic or cultural group is centrally 

important, and all other groups are measured in relation to one's own. The ethnocentric individual will judge other groups relative to their own particular ethnic group or culture.

MANAGING GLOBAL WEBSITESMANAGING GLOBAL WEBSITES 

Managing Global WebsitesManaging Global WebsitesManaging Global WebsitesManaging Global Websites

For most global companies, a web presence grows o ost g oba co pa es, a eb p ese ce g o sorganically.

Positives:• Highly localized websites, relevant to local users

bl d k l l h• Possible good rankings in local search enginesNegatives:

• Inconsistent branding & user experience• Inconsistent branding & user experienceinefficiencies 

• Power of the corporate site from an SEOp

Managing Global WebsitesManaging Global WebsitesManaging Global WebsitesManaging Global Websites

Website Content Management System (CMS)Website Content Management System (CMS)• Handles multiple languages• Handles multiple URLs• Handles multiple URLs• Global Theme ‐ Internationalize

T l ti M t S t (TMS)Translation Management Systems (TMS)• Glossary of terms• Translation memories

Content Management SystemContent Management SystemContent Management SystemContent Management System

Meta DataMeta DataEditing ToolsContent

Conteent

Theme Wizard

Global Themes/TemplatesGlobal Themes/TemplatesGlobalization = Internationalization + LocalizationGlobalization = Internationalization + Localization

Internationalization: process of designing b i l h i ba website template so that it can be 

adapted to various languages and regions without having to make development changes

• Dynamic layouts allow templates to expand or contract with different languages (some languages expand h i t ll th ti ll )horizontally others vertically)

• Avoid text in images

Gl b l b di l k d f l ith• Global branding, look and feel with consistent user experience

• Localization capabilities 

Translation Management Translation Management SystemSystem

Source Content

Glossary of Terms + Translator 

LocalizesTranslation Memories Database

Localizes Content

Localized Content 

CMS + TMSCMS + TMSCMS + TMSCMS + TMS

Meta DataEditing Tools

Source Content

Glossary of Terms Translator

Editing ToolsLocalized Content

LocaCon

+Translation 

Memories Database

Translator Localizes Content

alized ntent

Theme Wizard Localized Content 

International ContentInternational ContentInternational Content International Content 

• Local Content Creation $$$$Local Content Creation  $$$$• Human Translation         $$$ 

hi l i $$• Machine Translation      $$• Crowd Sourcing              $

Machine TranslationMachine TranslationMachine TranslationMachine Translation

• It’s getting better• It s getting better– Is something better than nothing?B t f t d t ( t k ti )– Best for support documents (not marketing)

• Internationalized content– Avoid play on words, keep it simple

• Consider users translating your content into their language with MT

INTERNATIONAL SEOINTERNATIONAL SEO 

International Search EnginesInternational Search Enginesgg

International SEOInternational SEO

The goal of a country specific search engine is toThe goal of a country specific search engine is to help a local user find relevant information. Top rankings are awarded to web pages that sendrankings are awarded to web pages that send signals to let the engine know they are relevant.

• Site Wide (Technical)• On Page (Content)• On‐Page (Content)• Off‐Page (Linking)

SITE WIDE (TECHNICAL)SITE WIDE (TECHNICAL)

Site WideSite Wide ‐‐ Technical FactorsTechnical FactorsSite Wide Site Wide  Technical FactorsTechnical Factors

Technical Factors• Findability – crawler issues• Duplicate content issues• Redirect issues

Local signals• URL StructureH i (G l L i )• Hosting (Google Location)

• Language Code

Domain StructureDomain StructureDomain StructureDomain Structure

Three Options for International DomainThree Options for International Domain Structure:

1. www.yoursite.de (CCTLD)

2. www.yoursite.com/de (Sub‐Folder)

3. de.yoursite.com (Sub‐Domain)

CCTLDCCTLD

Country Code Top Level Domain (ccTLD)Country Code Top Level Domain (ccTLD)• Ex: .fr, .de, .cn, .ru, .it, etc.• A country code top level domain (ccTLD) is a top• A country code top‐level domain (ccTLD) is a top‐level domain generally used or reserved for a country or regioncountry or region

Considerations When Considerations When Using CCTLDUsing CCTLD

• ResearchResearch• Consistency

it– www.yoursite.com– www.yoursite.fr– www.yoursite.it– www.yoursite.es

Domain Structure Domain Structure fffor Languagefor Language

Countries with More Than One Language: Switzerland 

• http://www.yoursite.ch/fr• http://www.yoursite.ch/it

• http://www.yoursite.com/ch/fr• http://www.yoursite.com/ch/it

• http://ch.yoursite.com/fr• http://ch yoursite com/it• http://ch.yoursite.com/it

Domain StructureDomain StructureDomain StructureDomain Structure

What is the best option from an SEO andWhat is the best option from an SEO and implementation point of view?

Combination:htt // it Gl b l Sit (US F )• http://www.yoursite.com – Global Site (US Focus)

• http://www.yoursite.cn – CCTLDh // / b ld• http://www.yoursite.com/es – Sub Folder

Central WebsiteCentral WebsiteCentral WebsiteCentral Website

site.ch/fr

site.com site.com/es/mxsite.com/es

Site.cn

HostingHostingHosting Hosting 

• Hosting in the target countryHosting in the target country

• Hosting in one country for all regions

Google Webmaster ToolsGoogle Webmaster ToolsGoogle Webmaster Tools Google Webmaster Tools 

www.website.com/fr

Set the location you are i itargeting in your 

account

Page Language CodePage Language CodePage Language CodePage Language Code

ON‐PAGE (CONTENT)ON PAGE (CONTENT)

OnOn‐‐PagePageOnOn PagePage

• Titlet e• Meta Data• Header tagsHeader tags• Body content

– Texte t– Images– Video

• Local Signals– Incorporate localized keywords in prominent 

i ipositions

Localized Keyword ResearchLocalized Keyword Researchl d dl d dNot Translated Keywords!Not Translated Keywords!

Check to see if local search engines in the country you are targeting haveCheck to see if local search engines in the country you are targeting have their own keyword research tools. Most engines that offer PPC will.

Localized Meta DataLocalized Meta DataLocalized Meta DataLocalized Meta Data

Don’t forget to translate and localizeDon t forget to translate and localize…

OFF‐PAGEOFF PAGE

International Link BuildingInternational Link BuildingGetting Quality LinksGetting Quality Links

Local Signals:Standard Metrics:• Links from sites that have content in 

targeted language• Links from sites that have target ccTLD

• Quality over quantity• Relevant • Authoritative

• Links from sites that are hosted in targeted country

In Google choose “sites from country” This will show youIn Google, choose  sites from country.  This will show you which sites Google has classified as being from that specific country.

International Link Building International Link Building 

International Link TacticsC d t i t ti l titi li k h• Conduct international competitive link research

• Link to and from important information resources on all your global sites

• Link your international sites together with an optimized Global GateWay

• Check to see if your domestic partners have their sites translated in your target language

• Country/language specific directories, article directories, – http://www.ezilon.com/ yahoo.com, Dmoz, Best of the web as well as local 

di t idirectories.

• Use international social media for link building– Blogs, social networks , forums,

http://cv com http://www folkd com– http://cv.com, http://www.folkd.com

Global GatewayGlobal Gatewaywww.sap.comwww.sap.com

Country selector page is in text format

PUTTING IT ALL TOGETHERPUTTING IT ALL TOGETHER

Localization & SEOLocalization & SEOLocalization & SEOLocalization & SEO

• Glossary of terms & keyword researchGlossary of terms & keyword research• Content translation and on‐page SEO

P Titl– Page Titles– Meta Data– Content Optimization

CMS + TMSCMS + TMSCMS + TMSCMS + TMS

Meta DataEditing Tools

Source Content

Glossary of Terms & Keyword Research

Translator Localizes Content 

Editing ToolsLocalized Content

Keyword Research +

Translation Memories Database

& Incorporates Keywords into On‐page SEO Elements

Theme Wizard SEO Localized content 

Th k !Thank you! 

Housekeeping …Housekeeping …

• Request a 1‐on‐1 lab online// /

1http://www.businessol.com/labs

2 Recorded presentation & slides2 Recorded presentation & slides will be sent via email following the event

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