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The presentation I did at Be Wizard 2011 on International SEO.
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International SEO - Be Wizard 2011
1.
International SEO:The Challenges
Facing International Brands Hannah Smith
2.
3.
11 years in
marketing
4.
5 years
– retail marketing (POS / Sales Promo)
5.
3 years
– direct response (press / direct mail / sponsorship)
6.
3 years
online – (SEO, PPC, CRO)Email: hannah.smith@distilled.co.uk Twitter: @hannah_bo_banna LinkedIn: uk.linkedin.com/in/hannahsmith
7.
8.
TLD / Sub
Folder / Sub Domain
9.
Branding considerations
10.
Ranking Factors for
International SEOImage credit: http://www.flickr.com/photos/umisef/586964512/sizes/m/
11.
Good rankings in
one country don’t necessarily ‘translate’ - even if there’s no language barrier...
12.
French Results (France)
13.
French Results (Canada)
14.
UK Results
15.
US Results
16.
17.
Don’t ship to
the UK
18.
All prices in
$
19.
Play – top
UK result
20.
Don’t ship to
the USA
21.
22.
23.
24.
Brand Comprehension Does
your brand ‘translate’? Insurance.co.uk Insurance.ie Insurance.it Assicurazione.it Image cedit: http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/
25.
26.
You’ll need to
put in some serious link building effort
27.
28.
29.
30.
31.
32.
33.
34.
Language
35.
Physical Address /
Telephone Numbers / Currency
36.
37.
Find local link
targets with commands like ‘business blogs site:co.uk’
38.
Local directories
39.
Local partnerships
40.
Local customers
41.
Local news
42.
Local sponsorships
43.
44.
Language usage is
different from country to country e.g. US v UK; Canada v France etc
45.
46.
Telephone numbers
47.
48.
49.
50.
Split countries into
multiple languages if you need to
51.
Build local links
52.
Highlight other local
signals – addresses / phone / currency
53.
Consider local or
proxy local hosting options
Editor's Notes
http://www.flickr.com/photos/mtrichardson/4626549119/sizes/z/
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