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INTERNATIONAL SEO, A QUESTION OF TERRITORIES

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Today, if everybody is talking about « International SEO », it’s no coincidence: the opening of the international market is a strong and structuring problem. But how can we give meaning to an international SEO approach when the expertise speaks to us about localization, about content and about brand ?

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INTERNATIONAL SEO, A QUESTION OF TERRITORIES

  1. 1. INTERNATIONAL SEO, 
 A QUESTION OF TERRITORIES AUDREY BROUTIN, PARTNER & ALTIMA° SEO DIRECTOR
  2. 2. PART 1 A STRUCTURED ISSUE
  3. 3. #questions
  4. 4. #questions In chaos
  5. 5. #preoccupation
  6. 6. #preoccupation How to approach things?
  7. 7. #uncertainty
  8. 8. #uncertainty Is it a local question?
  9. 9. #worry
  10. 10. #worry With only 1 partner?
  11. 11. #anxiety
  12. 12. #anxiety For what result?
  13. 13. PART 2 TRANSLATION VS LOCATION
  14. 14. #the base One country, multiple languages
  15. 15. #the base One language, multiple countries
  16. 16. #the base One country, multiple engines
  17. 17. #the base One engine, multiple countries
  18. 18. 78 % 12 % 93 % 3 % 32 % 64 % 54 % 25 % 95 % 2 % #monopoly
  19. 19. #SEMANTIC STRATEGY no matter which country, the important thing is to choose the right semantic territories ! Key word analysis Traffic potential Conducted uniquely by natives …
  20. 20. #MARKET & COMPETITION understand the market and its specificities and adapt to target user expectations ! Conformity and culture Brand and product perception New territorial competition …
  21. 21. #TECHNICAL LOCATION respect the best practices of geographic targeting set up by search engines ! Explicit domain (fr-fr ; cn-en) Located in the case of a gTLD (com, biz, eu…) Don’t neglect the default location …
  22. 22. #DECODING ! ccTLD (Country code top-level domain) #monsite.fr/en/ #en.monsite.fr ! gTLD (Generic top-level domain) #monsite.com/be-nl/ #be.monsite.com/nl/ #be-nl.monsite.com
  23. 23. #DECODING ! hreflang (« alternate ») indicates to engines the alternative version of your site per country and language hreflang="fr-be" ! hreflang="x-default"
 (to determine the version by default Google & Yandex)
  24. 24. PART 3 MAJORITY MULTILINGUAL
  25. 25. #complication
  26. 26. #complication Make it simple!
  27. 27. #complication Ask the right questions
  28. 28. #CASE 1 a FR site for France a version COM for the rest of the world
  29. 29. #CAS 1 a FR site for France a version COM for the rest of the world ! make the products or the brand accessible to the whole world ! A master site A default version (souvent en .com) A priority engine targeted (Google) …
  30. 30. #CASE 2 a FR site for France a UK version and a DE version
  31. 31. #CASE 2 a FR site for France a UK version and a DE version ! work with targeted and specific markets in Europe ! ! Three distinct version (identified) ccTLDs recommended (.fr ; .de : .co.uk) A priority engine targeted …
  32. 32. #CASE 3 an FR site for France versions for the UK, DE, US, RU, JP, CN
  33. 33. #CASE 3 an FR site for France versions for the UK, DE, US, RU, JP, CN ! work on targeted, specific markets internationally ! An strong adaptation of the sites to their market Multiple languages per country (cn-cn; cn-en) Multiple priority target engines …
  34. 34. #sowhat
  35. 35. #sowhat Usefulness of the demonstration
  36. 36. #orientation Towards the real question
  37. 37. #orientation Multilingual or international?
  38. 38. #MULTI OR INTER in your opinion? ! CASE 1 : MULTILINGUAL CASE 2 : MULTILINGUAL CASE 3 : MULTILINGUAL OU INTERNATIONAL …
  39. 39. PART 4 TOWARDS “MULTI-NATIONAL” SEO?
  40. 40. #missing pieces Site structure?
  41. 41. #getting by Complex organization
  42. 42. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship)
  43. 43. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship) BUSINESS UNITS (continents)
  44. 44. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship) BUSINESS UNITS (continents) COUNTRIES (multilingual or not)
  45. 45. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship) BUSINESS UNITS (continents) COUNTRIES (multilingual or not) LOCAL PARTNERS (socal seo)
  46. 46. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship) BUSINESS UNITS (continents) COUNTRIES (multilingual or not) LOCAL PARTNERS (local seo) a communal site 
 structure in front 
 meets all the local 
 needs
  47. 47. #LET’S IMAGINE AN INTERNATIONAL GROUP (the flagship) BUSINESS UNITS (continents) COUNTRIES (multilingual or not) LOCAL PARTNERS (local seo) FR: “I absolutely need a Google sitemap”
 RU: “I need to work on my landings. My bounce rate is too high.” 
 CN: “What’s this huge footer? It needs to be removed”
  48. 48. #arbitration Who? At which step?
  49. 49. #A HELPFUL INTERFACE initiate a leader to steer local actions ! Collect Referee Prioritize …
  50. 50. TO SUMMARIZE
  51. 51. #my international territory country
 language(s)
 engine(s)
 site(s)
 team(s)
  52. 52. THANK YOU DANKE MERCI 谢谢 GRACIAS TAKK СПАСИБО ! fr.slideshare.net/agence_altima ! www.altima-agency.com ! #EMP2015

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