the five rules of international seo
TRANSCRIPT
@katemorris
The story always starts the same way …
@katemorris
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Driving international revenue, at most modern businesses, hinges on two key functions within the company: global marketing and localization. Fast-growing companies prioritize these areas, usually by assigning an executive who helps drive strategy for
international markets.Harvard Business Review: https://hbr.org/2015/03/7-traits-of-companies-on-the-fast-track-to-international-growth
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Scaling localization is an equation for failure.
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But Competitor X does it ”this” way …
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If you're competitor-focused, you have to wait until there is a competitor doing something. Being
customer-focused allows you to be more pioneering.
Jeff Bezos
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I want you to succeed.
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5 Rules of International SEO
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Don’t Copy
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Optimal site setup changes depending on your business.
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@katemorris
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These three lines of code are confusing to search engines.
@katemorris
This tool helps you determine how to go about
expanding your site.
http://outspokenmedia.com/international-seo-strategy/
@katemorris
Copied content for any reason will produce suboptimal results, no matter how you mark it up.
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Imagine the set of results for one query …
X 100,000, but let’s pretend only 16 are super relevant
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You have two pages that are identical, one for the US and one for Canada.
CAUS
We are assuming the searcher is in Vancouver and the search is done on Google.ca
@katemorris
They are identical in every way but the following stats:
CAUS
Stats:• 200 Internal Links• 1 External Link• Last updated:
3 months ago• Created:
8 years ago
Stats:• 1 Internal Links• 0 External Links• Last updated:
3 months ago• Created:
3 months ago
@katemorris
They are identical in every way but the following stats:
CAUS
Stats:• 200 Internal Links• 1 External Link• Last updated:
3 months ago• Created:
8 years ago
Stats:• 1 Internal Links• 0 External Links• Last updated:
3 months ago• Created:
3 months ago
Winner Winner Chicken Dinner
@katemorris
Example
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This is your target page:
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This is the US page:
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This is the markup:
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For the specific page title, this is the SERP in the US:
One organic result
There are more …
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For the specific page title, this is the SERP in
the US:
This is the result of seeing more. These are all different pictures, there are not different country versions.
@katemorris
For the specific page title, this is the SERP in Australia:
This is the US page
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Countries ≠Languages
@katemorris
How many countries list English as one of
their primary languages?
1. 4
2. 10
3. 5
4. 26
5. 54
6. 81
@katemorris
How many countries list English as one of
their primary languages?
1. 4
2. 10
3. 5
4. 26
5. 54
6. 81
@katemorris
How many countries list English as one of
their primary languages?
1. 4
2. 10
3. 5
4. 26
5. 54
6. 81
But this is a trick question, 81 is also the answer if you include non-sovereign states.
@katemorris
Don’t show flags when asking users to select a language.
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Correct Implementation Incorrect Implementation
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Never Machine Translate!!!
@katemorris
Adidas in English and French to English
English (Original)
Made for high flyers, these men's basketball shoes lift your jump shot into the lights with the energy return of boost™. Responsive, full-length cushioning gives you explosive power on the takeoff and absorbs shock on the landing. The seamless adidas Primeknit upper stands out on the court with a lightweight and breathable construction that fits like a second skin.
French (Translated to English)
Equipped with Boost ™ technology offering a return of infinite energy, that men's basketball shoe is designed for explosive players. A dynamic cushioning along the entire length propels your foot and absorbs shock at the reception. The lightweight and breathable construction seamless stem adidas Primeknit offer a second skin feel.
http://www.adidas.ca/fr/hommes-crazy-explosive-primeknit-shoes/B42404.html
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Use translators/writers native to the country.
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It’s your brand and the user’s experience on the chopping block.
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New Country = Separate Business
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Research Each New Market
• Key Phrases
• User/Persona
• Competition
• Usability
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Ideally, have a marketing team in each country.
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Want to build your content strength? Content marketing and link development happens best as a
part of a holistic marketing plan.
@katemorris
Plan ahead and start with your
audience
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Site Structure
If you are going to need to target China in the near future, you might want to consider using ccTLDs as Baidu prefers sites ending in .cn and hosted in China.
On the other hand, you might want to use the strength of your main subdomain (typically www), so using a structure of subfolders is best for this structure.
@katemorris
This tool helps you determine how to go about
expanding your site.
http://outspokenmedia.com/international-seo-strategy/
