Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.

1. International SEO
International SEO
How to Establish a Global Web Presence
With a Localized Feel

2. Housekeeping …
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2 Recorded presentation & slides
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3. Agenda
• International Marketing
• Managing Global Websites
– Web CMS
– Global Gateway
Global Gateway
• Managing International Content
– Content Translation
• International SEO factors
– Site wide
– On‐Page
On‐Page
– Off‐Page
• Putting it Together

5. International Marketing
g
Blunders
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”

6. International Marketing
Choosing Your Target Countries
• Population
• Internet penetration by country
b
• Internet buying behavior
• Current traffic sources – Analytics

7. Choosing Your Target Market
Targeting by Country vs. Language
• SEO best practice
SEO best practice
• Budget
• Combination approach
Combination approach
• Start with languages and build up your country specific
localization over time with testing, research and
analytics

8. B2B vs
B2B
B2B vs B2C
B2C Localization:
Highly Custom B2B Global:
More General
High Cost
Economies of Scale/
/
Lower Cost

9. Globalization vs
Globalization Localization
Globalization vs Localization
Global Products
Global Products
• Highly Technical
• Ex: iPod Honda Civic
Ex: iPod, Honda Civic
Localized Products / Marketing
• Laundry Detergent, Ford Trucks, Coats, McDonald's
etc…

10. Cultural Considerations
Cultural Considerations
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.

11. MANAGING GLOBAL WEBSITES
MANAGING GLOBAL WEBSITES

12. Managing Global Websites
Managing Global Websites
For most global companies, a web presence grows
o ost g oba co pa es, a eb p ese ce g o s
organically.
Positives:
• Highly localized websites, relevant to local users
• Possible good rankings in local search engines
bl d k l l h
Negatives:
• Inconsistent branding & user experience
Inconsistent branding & user experience
inefficiencies
• Power of the corporate site from an SEO
p

14. Managing Global Websites
Managing Global Websites
Website Content Management System (CMS)
Website Content Management System (CMS)
• Handles multiple languages
• Handles multiple URLs
Handles multiple URLs
• Global Theme ‐ Internationalize
Translation Management Systems (TMS)
T l ti M tS t (TMS)
• Glossary of terms
• Translation memories

15. Content Management System
Content Management System
Meta Data
Meta Data
Editing Tools
Content
Content
e
Theme
Wizard

16. Global Themes/Templates
Globalization = Internationalization + Localization
Internationalization: process of designing
a website template so that it can be
bi l h i b
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
horizontally others vertically)
h i t ll th ti ll )
• 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

17. Translation Management
System
Source Content
Glossary of Terms
Translator
+
Localizes
Localizes
Translation Memories
Content
Database
Localized
Content

18. CMS + TMS
CMS + TMS
Source Content
Meta Data
Editing Tools
Editing Tools
Localized Content
Glossary of Terms
Loca
Con
Translator
Translator
ntent
+
alized
Localizes
Translation Content
Memories Database
Theme
Wizard Localized Content

19. International Content
International Content
• Local Content Creation $$$$
Local Content Creation $$$$
• Human Translation $$$
• Machine Translation $$
hi l i $$
• Crowd Sourcing $

20. Machine Translation
Machine Translation
• It’s getting better
It s getting better
– Is something better than nothing?
–B tf
Best for support documents (not marketing)
td t ( t k ti )
• Internationalized content
– Avoid play on words, keep it simple
• Consider users translating your content into
their language with MT

21. INTERNATIONAL SEO
INTERNATIONAL SEO

22. International Search Engines
g

23. International SEO
The goal of a country specific search engine is to
The goal of a country specific search engine is to
help a local user find relevant information. Top
rankings are awarded to web pages that send
rankings 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)

24. SITE WIDE (TECHNICAL)
SITE WIDE (TECHNICAL)

25. Site Wide Technical Factors
Site Wide ‐ Technical Factors
Technical Factors
• Findability – crawler issues
• Duplicate content issues
• Redirect issues
Local signals
• URL Structure
• H i (G
Hosting (Google Location)
l L i )
• Language Code

26. Domain Structure
Domain Structure
Three Options for International Domain
Three Options for International Domain
Structure:
1. www.yoursite.de (CCTLD)
2. www.yoursite.com/de (Sub‐Folder)
3. de.yoursite.com (Sub‐Domain)

27. CCTLD
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 region
country or region

28. Considerations When
Using CCTLD
• Research
• Consistency
– www.yoursite.com
it
– www.yoursite.fr
– www.yoursite.it
– www.yoursite.es

29. Domain Structure
for Language
for 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

30. Domain Structure
Domain Structure
What is the best option from an SEO and
What is the best option from an SEO and
implementation point of view?
Combination:
• htt //
http://www.yoursite.com – Gl b l Sit (US F
it Global Site (US Focus)
)
• http://www.yoursite.cn – CCTLD
• h //
http://www.yoursite.com/es – Sub Folder
/ b ld

31. Central Website
Central Website
site.ch/fr
site.com/es site.com site.com/es/mx
Site.cn

32. Hosting
Hosting
• Hosting in the target country
Hosting in the target country
• Hosting in one country for all regions

33. Google Webmaster Tools
Google Webmaster Tools
www.website.com/fr
Set the location you are
targeting in your
i i
account

34. Page Language Code
Page Language Code

35. ON PAGE (CONTENT)
ON‐PAGE (CONTENT)

36. On‐
On‐Page
• Title
te
• Meta Data
• Header tags
Header tags
• Body content
– Text
e t
– Images
– Video
• Local Signals
– Incorporate localized keywords in prominent
positions
ii

38. Localized Keyword Research
Not Translated Keywords!
l d d
Check to see if local search engines in the country you are targeting have
Check to see if local search engines in the country you are targeting have
their own keyword research tools. Most engines that offer PPC will.

39. Localized Meta Data
Localized Meta Data
Don t forget to translate and localize…
Don’t forget to translate and localize

40. OFF PAGE
OFF‐PAGE

41. International Link Building
Getting Quality Links
Standard Metrics: Local Signals:
• Quality over quantity • Links from sites that have content in
• Relevant targeted language
• Authoritative • Links from sites that have target ccTLD
• Links from sites that are hosted in
targeted country
In Google, choose sites from country. This will show you
In Google choose “sites from country ” This will show you
which sites Google has classified as being from that specific
country.

42. International Link Building
International Link Tactics
• C d ti t
Conduct international competitive link research
ti l titi li k h
• 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
directories.
di t i
• 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

43. Global Gateway
www.sap.com
Country selector
page is in text format

44. PUTTING IT ALL TOGETHER
PUTTING IT ALL TOGETHER

45. Localization & SEO
Localization & SEO
• Glossary of terms & keyword research
Glossary of terms & keyword research
• Content translation and on‐page SEO
–PPage Titles
Titl
– Meta Data
– Content Optimization

46. CMS + TMS
CMS + TMS
Source Content
Meta Data
Editing Tools
Editing Tools
Localized Content
Glossary of Terms & Translator
Keyword Research
Keyword Research Localizes Content
& Incorporates
+ Keywords into
Translation On‐page SEO
Elements
Memories Database
Theme
SEO Localized content
Wizard

47. Th k
Thank you!
!

48. Housekeeping …
• Request a 1‐on‐1 lab online
1
http://www.businessol.com/labs
// /
2 Recorded presentation & slides
Recorded presentation & slides
will be sent via email following
the event
the event
3 Follow BusinessOnLine on
o o us essO eo Become a fan on
Become a fan on
facebook:
Twitter: @BOLOptimized www.facebook.com/
BOLOptimized
#seo
If Tweeting about this session, please use this hashtag:

49. Owner’s Manual
Owner s Manual
Performance Driven
Online Marketing
Online Marketing
Get Your Free Copy:
www.businessol.com/ownersmanual
www businessol com/ownersmanual