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International SEO tips
1.
International SEO Tips Roman
Dobronovsky, Head of the SEO Department Promodo Company © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 1
2.
Introduction Correct geo-targeting:
general notes How to choose domain name for multilingual SEO purposes Multilingual sections within one domain Secondary ranking factors © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 2
3.
Geo-Targeting Levels 1. Country 2.
City or region (state, county, etc.) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 3
4.
Googleworld © 2011 Promodo
www.promodo.com r.dobronovsky@promodo.com 4
5.
Each country has
its own Google © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 5
6.
The same language
– different sites © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 6
7.
Local domain name
is half of battle © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 7
8.
Case study: InetGiant.com
and co.uk © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 8
9.
Case study: InetGiant.com
and co.uk © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 9
10.
Domain for USA-oriented
sites The majority of site owners ignore .us domain names The majority of American sites have .com domain names (e.g., google.com, amazon.com, ebay.com, groupon.com, etc.) You can use any generic top level domain names without localization (e.g., .net, .org, etc. vs. fr., co.uk, etc.) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 10
11.
Domain name for
SEO in Europe There are special generic .eu domains for pan-European sites but usually search engines prefer rank higher country-code top level domain names (e.g., .it, .fr, .co.uk, etc.) Solution #1: purchase of country-code top level domain name for each country(.fr, .co.uk, .de и т.д.) Solution #2: use of subfolders or subdomains (fr.site.com or site.com/fr/) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 11
12.
Possible solutions for
geo-targeting within one domain © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 12
13.
Subdomains: pro and
contra Example: http://fr.site.com or http://de.site.com Pros: You can use Google Webmaster Tools to set your site as local There are no problems with registration of new domains for each local market Subdomains can be placed on different servers Cons: ccTLDs have more chances to get ranked higher User potentially has some problems with usability (http://fr.site.com – is “fr” language or country?) © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 13
14.
Subfolders: pro and
contra Example: http://www.site.com/fr/ or http://www.site.com/de/ Pros: You can use Google Webmaster Tools to set your site as local There are no problems with registration of new domains for each local market Cons: ccTLDs have more chances to get ranked higher User potentially has some problems with usability (http://fr.site.com – is “fr” language or country?) The inability to place different language versions on different servers © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 14
15.
URL parameters: pro
and contra Example: http://www.site.com?loc=de or http://www.site.com?country=usa Pros: Any, this variant is the worst Cons: ccTLDs, subdomains and subfolders have more chances to get ranked higher There is a problem of duplicate content User potentially has some problems with usability (http://www.site.com?loc=de – is “de” language or country?) The inability to set manually a site as local in Google Webmaster Tools © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 15
16.
The same content
on the different domains: possible solutions Example: two pages contain the same content – http://www.site.ca/page/ and http://www.site.fr/page/ Solution #1: 301 redirect Solutions #2: “Canonical” meta-tag © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 16
17.
Secondary ranking factors
Using Google Webmaster Tools. Con – this does not work for ccTLDs (.ru, .co.uk, etc.) IP The language of the site’s pages Contacts Local backlinks Using Google Places © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 17
18.
Thank you!
Please subscribe to our blog: blog.promodo.com © 2011 Promodo www.promodo.com r.dobronovsky@promodo.com 18
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