Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit
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Brian's presentation on achieving online growth outside of Ireland through International SEO, from the Dublin SEO Summit on the 21st of September, 2012 in the Morrison Hotel.
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Ireland & Beyond with International SEO - Brian Martin - eCelticSEO - Dublin SEO Summit
- 1. Ireland & Beyond Brian Martin @BrianMartin1014 | @ecelticseo slideshare.net/brianmartineceltic
- 2. 1. Identifying the Opportunity 2. How to Get Started 3. Examples
- 3. Who Me?
- 4. Inspiration • 100m+ revenue • 95% online • Selling bikes!
- 5. Don’t Forget the Home Crowd
- 6. My Beef
- 7. 17th in Number of SEO Professionals
- 10. Ireland
- 12. Don’t Need to Revinent the Wheel
- 13. Rinse & Repeat your OnSite Checklist 1. Keyword Research 12. Dublin core meta tag 24. Rel=author 2. Mapping keywords to 13. Custom 404 page 25. Page speed pages 14. Doctype declaration 26. Canonical Issues 3. Page title tag 15. Language Declaration 27. Content optimisation 4. Meta description tag 16. Breadcrumb 28. 404 page 5. Heading tag 17. Geo meta tags 29. Add contact details 6. Alt tag 18. Rich snippets 30. UTF-8 Coding 7. XML sitemap 19. URL syntax 31. Etc. 8. HTML sitemap 20. Site architecture 9. Video sitemap 21. Internal linking structure 10. RSS feed 22. External linking profile 11. Robots.txt 23. hCard
- 14. Keyword Research • Beware of Google Translate • Image Search • Competitor keyword research
- 15. Spelling
- 17. Keyword Research
- 18. Keyword Research
- 19. Related Keywords
- 20. Understanding Search Behaviour US vs. Germany
- 21. Understanding Search Behaviour South Africa vs. Ireland
- 22. Structuring Your International Site • Does your brand translate internationally? • http://support.google.com/webmasters/bin/a nswer.py?hl=en&answer=182192
- 23. ccTLD • www.expedia.ie Clear geotargeting + local separation/trust • Resource heavy • Strict Requirements (sometimes) see: 101domain.com/rules.htm
- 24. Subdirectories • www.venere.com/fr/ Easy to set-up & maintain Single URL • Separation of sites harder • Users may not recognise geotargeting
- 25. Subdomains • en-ie.hotels.com/ Allows different server locations • Easy to set-up + separate sites • Users may not recognise geotargeting
- 26. Google Webmaster Tools http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077
- 27. HREFLANG tag http://support.google.com/webmasters/bin/ans wer.py?hl=en&answer=189077
- 28. Global Hosting
- 29. 1. .google.com 39. .google.com.co 77. .google.ie 115. .google.mw 153. .google.com.sl 2. .google.ad 40. .google.co.cr 78. .google.co.il 116. .google.com.mx 154. .google.sn 3. .google.ae 41. .google.com.cu 79. .google.im 117. .google.com.my 155. .google.so 4. .google.com.af 42. .google.cv 80. .google.co.in 118. .google.co.mz 156. .google.sm 5. .google.com.ag 43. .google.com.cy 81. .google.iq 119. .google.com.na 157. .google.st 6. .google.com.ai 44. .google.cz 82. .google.is 120. .google.com.nf 158. .google.com.sv 7. .google.am 45. .google.de 83. .google.it 121. .google.com.ng 159. .google.td 8. .google.co.ao 46. .google.dj 84. .google.je 122. .google.com.ni 160. .google.tg 9. .google.com.ar 47. .google.dk 85. .google.com.jm 123. .google.ne 161. .google.co.th 10. .google.as 48. .google.dm 86. .google.jo 124. .google.nl 162. .google.com.tj 11. .google.at 49. .google.com.do 87. .google.co.jp 125. .google.no 163. .google.tk 12. .google.com.au 50. .google.dz 88. .google.co.ke 126. .google.com.np 164. .google.tl 13. .google.az 51. .google.com.ec 89. .google.com.kh 127. .google.nr 165. .google.tm 14. .google.ba 52. .google.ee 90. .google.ki 128. .google.nu 166. .google.tn 15. .google.com.bd 53. .google.com.eg 91. .google.kg 129. .google.co.nz 167. .google.to 16. .google.be 54. .google.es 92. .google.co.kr 130. .google.com.om 168. .google.com.tr 17. .google.bf 55. .google.com.et 93. .google.com.kw 131. .google.com.pa 169. .google.tt 18. .google.bg 56. .google.fi 94. .google.kz 132. .google.com.pe 170. .google.com.tw 19. .google.com.bh 57. .google.com.fj 95. .google.la 133. .google.com.ph 171. .google.co.tz 20. .google.bi 58. .google.fm 96. .google.com.lb 134. .google.com.pk 172. .google.com.ua 21. .google.bj 59. .google.fr 97. .google.li 135. .google.pl 173. .google.co.ug 22. .google.com.bn 60. .google.ga 98. .google.lk 136. .google.pn 174. .google.co.uk 23. .google.com.bo 61. .google.ge 99. .google.co.ls 137. .google.com.pr 175. .google.com.uy 24. .google.com.br 62. .google.gg 100. .google.lt 138. .google.ps 176. .google.co.uz 25. .google.bs 63. .google.com.gh 101. .google.lu 139. .google.pt 177. .google.com.vc 26. .google.co.bw 64. .google.com.gi 102. .google.lv 140. .google.com.py 178. .google.co.ve 27. .google.by 65. .google.gl 103. .google.com.ly 141. .google.com.qa 179. .google.vg 28. .google.com.bz 66. .google.gm 104. .google.co.ma 142. .google.ro 180. .google.co.vi 29. .google.ca 67. .google.gp 105. .google.md 143. .google.ru 181. .google.com.vn 30. .google.cd 68. .google.gr 106. .google.me 144. .google.rw 182. .google.vu 31. .google.cf 69. .google.com.gt 107. .google.mg 145. .google.com.sa 183. .google.ws 32. .google.cg 70. .google.gy 108. .google.mk 146. .google.com.sb 184. .google.rs 33. .google.ch 71. .google.com.hk 109. .google.ml 147. .google.sc 185. .google.co.za 34. .google.ci 72. .google.hn 110. .google.mn 148. .google.se 186. .google.co.zm 35. .google.co.ck 73. .google.hr 111. .google.ms 149. .google.com.sg 187. .google.co.zw 36. .google.cl 74. .google.ht 112. .google.com.mt 150. .google.sh 188. .google.cat 37. .google.cm 75. .google.hu 113. .google.mu 151. .google.si 38. .google.cn 76. .google.co.id 114. .google.mv 152. .google.sk
- 31. Example Advanced Search Commands • site:fr inurl:uniforme inurl:blog • inurl:forum site:it inurl:calcio • related:yoursite.es
- 32. Get your Power Search certificate
- 33. PR • Data • Infographics • Ryanair approach
- 34. Build an Authority Resource
- 35. A Tea Partier Decided To Pick A Fight With A Foreign President. It Didn't Go So Well.
- 36. Build Trust • Security & Risk Minimisation • Transparency • Contact Information
- 38. Doing Real World Stuff • Partnerships • Events • Competitions • Whitepapers • Surveys • User Generated Content – Ask your Community
- 39. Don’t Silo SEO • Segment analytics by country • Understand the culture before marketing to it • Build content calendars, supplement all search with social (email).
- 40. • International SEO is for you as well • Prepare • Learn from others
Notes de l'éditeur
- About 40% sold outside of the EUSet up in the 80’s
- Where is your effort best spent if you already have good market share for your main keywords in Ireland? If you’re still struggling to get your traffic in Ireland then there’s no point diluting your efforts in other territories. Daft, donedeal,
- My beefwith not looking outside of Ireland. Even if your business cannot possibly go international, at least source ideas from best practice internationally. Even if you can’t sell them
- Sitting between Israel and Sweden in numbers of people mentioning SEO in their profiles on LinkedIn. This is a crude rule of thumb for measuring awareness in the field but interesting.
- This is your typical Irish website only focusing on Ireland. But tends to attract small parcels of traffic from around the world by accident.
- Not re-inventing the wheel. What works in creating
- Spelling, target keywords and even brandUse robots.txt to prevent Google from crawling automatically translated pages
- Peak time for searches in US is 10pm but Germany is 11:30am (in Ireland 10:30pm) http://www.google.com/transparencyreport/traffic
- South Africa vs. Ireland
- There are a matrix of decisions to determine which is the best option for youDoes your brand translate ok internationally? If not, then a new site name may be required.Expedia goes forlocalised sites where hotels.com goes for one main site This is a matter of comparing multiple localised sites versus one major site with multiple country sites within the main siteIf you go for Subfolders implement two letter country codes
- HREFLANG tag serving content to that audienceUse the XML sitemap method
- Hosting internationally in your target country does help the site load faster. It doesn’t make a huge difference but is particularly important for China as Baidu is terrible at indexing sites hosted outside of China.
- 100,000 hits from 100 countries in 2 weeks with a Press Release – original and unique data
- Normally a lot of reference and factual content would be based on Wikipedia but there’s an opportunity where something isn’t well documented or covered online that you can create the de facto resource for.
- 11,500 links – Upworthy and 1 million views in 24 hoursA 4 minute condensed clip from a 20 minute debate with a member of the Tea party. In the title they leave a curiosity gap and framed it well. Copywriting is a really important skill as part of SEO and fits in especially well in your meta descriptionsAlso one of the key lessons was that they had a strong base to start off to seed the clip. Also it’s just audio not visual proving that visual isn’t always necessary to make something shareable.
- People are looking for reasons not to trust you. Online shopping is an isolated experience without sensing what the business is really like. Security logosWarranties, guaranties, testimonials, case studies, who is in the company, social media links?One cultural gaffe can ruin a lot of trust built upLike any reputation it takes time to build and there aren’t many short cuts
- For most western countries a separate design won’t be needed. A word on targeting China. QQ.com very popular portal in China has 367 links and is a cluttered mess to a Westerner.