3. • 44 Languages –
In-House
(SEO/PPC/Social)
• 8 Language
Account
Management
Team
4.
5.
6.
7. This Is International Or Multilingual SEO!
Geo-
Targeting
Content
SEO-
Reviewed
SEO-
Localisation
Local Links
& Shares
International
Content
Marketing
Cultural
Conversion
8. This Is International Or Multilingual SEO!
Geo-
Targeting
Content
SEO-
Reviewed
SEO-
Localisation
Local Links
& Shares
International
Content
Marketing
Cultural
Conversion
This Is What
Newcomers
Always Talk
About
15. Step One: Create A List Of Candidate
Markets
• Markets you can
logistically reach
• Where you already do
some business
• Where there is proven
interest in your
product/service
17. Don’t Use Global Market Finder
“With Google’s Global Market
Finder, the only thing you can
say about the markets it
recommends, is that they are
almost certainly the wrong
ones.”
51. Social Media
Collection
My Website.fr
Corporate -
Translated
Corporate –
Translation
Updates Local Team Fresh
Marketing
Content
Local User
Generated
Content
(Reviews)
Machine
Translated
Content
SEO Content
SEO Content
UpdatesInfographics
59. Content Formats [Outbound Only]
• FAQ
• Infographic
• Video
• Slideshow
• White Paper
• E-Book
• Podcast
How To...
Explaining To The Boss
Justifying The Investment
Choosing Between Solutions
The Benefits We Saw
Format Theme
60. ROI In Content Marketing
“Comes from identifying and developing the content
which finds the greatest number of target sharers using
minimum development resources”
Local Content Gap Research + Quality Content
=
ROI
61. 8. Geo-Target But Don’t
Think That’s
International SEO Done
Just The Start!
63. Luís Lives In Porto In Portugal
He’s runs a small
expanding hotel
and needs some
new furniture!
64. Luís Searches For “moveis para hotel”
He’s runs a small
expanding hotel
and needs some
new furniture!
65. Luís Clicks The 1st Result – From Brazil!
He’s runs a small
expanding hotel
and needs some
new furniture!
66. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!
67. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!
Free Delivery And
Installation
68. Luís Is Offered.....
He’s runs a small
expanding hotel
and needs some
new furniture!
Prices in Brazilian
Reals!
Free Delivery And
Installation
To São Paulo
90. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
91. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
94. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Dot Com/Generic
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
Local Domain
95. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
96. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
97. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Hreflang
Sitemap
99. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Hreflang
Sitemap
100. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Canon-
icals
Canon-
icals
101. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang
Sitemap
Canon-
icals
Local
Links
&
Shares
Currency
Address
Details
102. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Hreflang
Sitemap
Canon-
icals
+ Local
Language
Selector
103. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
+ Local
Language
Selector
Hreflang
Sitemap
Canon-
icals
104. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap
Left To Right
105. Webcertain’s Geo-Targeting Matrix
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap
106. ... And Your Worst Case Scenario
World
Languages
Single
Language
Regions
Czech Republic
National
Languages
Duplicated!
Machine
Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-
icals
Hreflang
Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Local
Links
&
Shares
Currency
Address
Details
Local
Language
Selector
Hreflang
Sitemap
Canon-
icals
107. Scenario
1. English Language Site
2. Targeted US, UK, NZ
3. Incorrect Pricing Shown To
Potential Customers
4. Dot Com Site Dominating
• Sitemap rel=alternate
Hreflang implemented.
• No canonical.
• No change in rankings.
• URLs ONLY swapped.
108. Scenario
1. English Language Site
2. Targeted US, UK, NZ
3. Incorrect Pricing Shown To
Potential Customers
4. Dot Com Site Dominating
• Sitemap rel=alternate
Hreflang implemented.
• No canonical.
• No change in rankings.
• URLs ONLY swapped.
Result:
Significant Increase In Traffic!
109. 9. Make Sure You Can Get
Paid & Deliver
Most Forget!
110.
111.
112. 10. Work To Build Trust
With Customers!
You’ll Need It!
116. Do Localised URLs Help SEO?
• There is a small anchor text benefit to using
localised URLs giving them a marginal
advantage
– Because the URL is used to create links, this
creates links containing the keyword in the
link, hence the anchor text benefit. This is less
important than it was
119. Creating “Safe” URLs
• To create “safe” or deliberately misspelled
URLs using local languages, it is recommended
to check that the “safe” spelling is checked in
a Google search to ensure it gives the same
set of results as the correct version
120. What Are The SEO Benefits Of IDNs?
• Owing to the way Google handles exact match
domains, there is now less benefit in having
keyworded IDN domain names
• However, users recognisng URLs in the search
engine results improves the Click Through
Rate and this has a positive SEO benefit
121. How IDNs Are Structured
xn--bcher-kva.ch
This label says this is an IDN
122. How IDNs Are Structured
xn--bcher-kva.ch
These are the standard ASCII
characters
123. How IDNs Are Structured
xn--bcher-kva.ch
Indicates the letter “ü” in second position
124. How IDNs Are Structured
xn--bcher-kva.ch
Bücher.ch
125. 11. Always Work With
Partners With Lots Of
Experience
Get There Safer!