This document discusses international SEO and content silos. It begins by introducing the speaker and their background in search engine optimization. It then covers key topics like the international search landscape, how search engines work, content silos, duplicate content issues across languages, and tips for international SEO. The document emphasizes doing market research, optimizing for local audiences through localized content, keywords, designs and addressing duplicate content issues. It stresses the importance of unique and relevant content organized into content silos to help search engines understand the site structure and content.
2. • Physicist
• Headed up Global Marketing and
Intelligence Teams
• Founded CreatorSEO, Intelligence
Market and Research and Experts
• Head office in Smithstown, Shannon
•Specialise in helping businesses grow
internationally
7. It All Starts With Strategy
•Which market?
•Which country or countries?
•Focussing on a region?
•Emphasising particular
products?
Digital strategy:
Marker-place analysis:
Goals and KPI’s:
Strategy:
8. If your not on page 1
of search results
you don’t exist!
Perception is reality
9. search engines and social media
are the gatekeepers of your
Content visibility
20. You need to think like Google:
Keyword relationships and
usage – close bonds between
keywords on each page
Date can be important –
most recent content
– if applicable
Predict what you
are looking for!
Phrases are unique
The intent of your search
– information open queries
- location matters
21. Unique content
Google likes unique content
Does your content on a PAGE
meet all the searcher’s
needs?
Are you better at giving the
searcher the information they
need?
23. A content silo is the
grouping of related content
around key terms.
These key terms are topical
grouped on areas or
themes.
These are implemented on
your website / digital needs
Content Silos
25. 25
Make it easy for the search engines -
content silos
Google in particular want to have a
good understanding of your website’s
content.
- what your promoting
- how it is structured
- layout of content
Content organisation!
Traffic
SEO / User Experience
Content Silos
26. 26
Key term relevancy is based on a
page’s content as well as the
relevance of the entire website.
Content silos help provide relevance!
If you want to rank think of sections
rather than just a page.
Relevant Content
Traffic
SEO / User Experience
Content Silos
27. 27
• Silos
• Relevancy
• Consistency
• Amplify your content
Target the right audience with
the right content
– as per your digital strategy
– planned in your roadmap
Content Amplification
28. 28
Content Example – Google.co.uk ranking
Term 1 Term 2 Term 3 Term 4 Term 5
Ranking before process >500 201 306 432 >500
Implemented Silos & taxonomy 145 61 114 92 345
Relevancy - meta / content 86 39 51 44 74
LinkedIn engagement 52 30 64 37 49
Consistency – links / language 48 27 31 33 37
New relevant content (daily) 3 4 2 5 11
Get feed for your site:
john@creatorseo.com
34. Normally a MARKETERworks
side by side with a
CODER
• Growth hacking is about doing whatever it is to get digital/user results
- using the right tactics and practices
39. Trading internationally
• What can be done?
• domains by country?
• main domain and subdirectories per language?
• sub domains?
• Geo targeting on Google
40. Trading internationally
• Best option domains by country
• creatorseo.com
• creatorseo.fr
• creatorseo.de
• but
• complicated to manage and coordinate
• one CMS for all or one per domain?
41. Trading internationally
• Sub-domains or Domain name alias
• us.creatorseo.com
• fr.creatorseo.com
• de.creatorseo.com
• Directories by country/language
• creatorseo.com/us/
• creatorseo.com/fr/
• creatorseo.com/de/
• One language, several countries
• creatorseo.com/es/
• mycompany.com/es-pu/ (Peru)
• mycompany.com/es-mx/ (Mexico)
42. Trading internationally
• Subdomains by country
• Search Engines consider subdomains almost a completely different entity
than their domain
• they don’t inherit most of the domain's relevancy
• Example of a sub domain
• http://spanish.creatorseo.com
• … but are a more integrated approach than having a number of unrelated
domain names
X
44. Trading internationally
• Directories by country/language
• Cheaper
• Less technical resources required
• Easier to manage and coordinate
• Directories contribute to increase the general relevancy of a domain
• Domain authority is consolidated
47. Before internationalising your site
• Market research
• Site performance
• SEO implementation
• Speed of site
• Number of pages on your site – CPU and Memory
• Language or Country targeting
• Localisation costs
49. Competition ---- Perception is Reality
• On-line competition may not be your traditional competition
• Different competitors in different regions
SEO is about beating your competition in the targeted geographies
50. Audience
• Know your audience
• Cultural
• In Mediterranean counties
- Internet use is driven more by social factors rather than anything else,
• where Nordic countries rely on the internet for more pragmatic, functional purposes.
• Language
• What are they searching for?
51. Keyword
Avg. Monthly
Searches World
wide(exact match
only)
Avg. Monthly
Searches US (exact
match only)
Avg. Monthly
Searches UK (exact
match only)
Avg. Monthly
Searches Canada
(exact match only)
Avg. Monthly
Searches Germany
(exact match only)
Avg. Monthly
Searches France
(exact match only)
Avg. Monthly
Searches China
(exact match only)
Avg. Monthly
Searches India
(exact match only)
hotels in dublin 49,500 1,900 18,100 390 590 110 10 90
dublin hotels 33,100 3,600 18,100 880 480 140 10 70
hotels dublin 18,100 590 6,600 170 1,000 390 10 10
hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10
And that’s just English!
52.
53. Local content
• Use local addresses and contact information
• Add local case studies/ testimonials
• with names and images
• Customise content for each country or market
• More relevant, increases local link building opportunities, and decreases duplicate content
• Currency
55. Basic requirements for any website
A web site is a bit like an advert!
• Clear purpose
• Easy to use / intuitive
• High impact
- you have only 4 seconds to impress!
• Optimised for visitors
• Target audience
• Easily found by the target audience
• Content must be dynamic and interesting
56. Design and usability
• Different countries prefer different design aesthetics
• Recreating your website in a different language may not be enough
• Get feedback on your site from locals in your target country
58. Duplicate Content and Languages
• Google and Bing have clearly said to keep one language on one URL.
- Proxied content
- Content served by a cookie
- Side-by-side translations
Can be very problematic for search engines to index a page in more than one language.
You want
1 URL = 1 language
59. Duplicate Content and Language Flags
• Hreflang tags are intended to ensure the correct localised page is seen by Google
• You can have multi-country targeted content in the same language.
- You need to combine hreflang tags + some localisation!
60. Ways to avoid Duplicate Content
• Use Hreflang tags
• Localised keyword optimisation
• Have local content … maybe testimonials
• Name, Address, Phone, Currencies, Google Business profile
• Localised HTML sitemaps
• Localised navigation and home page features that cater to specific audiences
• Localised images that resonate with the audience
• Obtain links from local links
61. Some Final Tips
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google +
• Manage your site links
• Get a local mailing address
• Use a translator!
• Value proposition
• Call to action
• Speed
• User experience
• Relevant and most recent
unique content
Google shows search results based on
what's best for the user
If you were not take anything away from this session today… and only understand how Spider or crawlers work you would have understood 40% of Search engines.
The Golden Triangle is an Internet Marketing term that refers to the top left triangular part of a webpage that captures the attention of the web users. It is the top left triangle of a webpage that is deemed to be the most important part of the whole page because the human mind intuitively gravitates to the information on that corner of the page.
Numerous studies over many years have proven that The Golden Triangle theory holds water because we are conditioned to looking at the top left of the page. We read left to right and top to bottom, so we instantly start at that point of the page and determine the relevancy and value of the content of the page depending on what’s in The Golden Triangle.
Studies have shown time and again that the average attention span of your visitors gives you less than 5 seconds to captivate them or else they will click away to another page. Given that the Golden Triangle principle applies at all times, you need to have engaging content in the top left corner of your webpages, especially your homepage.
This means that you need to have captivating and selling images, videos, headlines and copy that attract your visitors’ attention and keep them on your site so they learn more about your business and consider purchasing your products or services.
Local competitors versus on-line competitors: ranking is mathematical …. Based on how well you manage your web solutions
Optimised for people but algorithm is mathematical
Of course if your market is China, then you cannot / should not neglect Baidu
Not a programmer
Not a programmer
Option 1: Separate domains
http://www.miweb.com -- English for default
http://www.miweb.com.fr
http://www.miweb.com.es
http://www.miweb.com.it
Option 2: Sub domains
http://www.miweb.com -- English for default
http://fr.miweb.com
http://es.miweb.com
http://it.miweb.com
Option 3: Sub folders
http://www.miweb.com -- English for default
http://www.miweb.com/fr
http://www.miweb.com/es
http://www.miweb.com/it
Wherever feasible, ccTLDs should be first preference. Google recognise them and try to target a site accordingly.
User preference should be considered too, as users in some countries exhibit strong preferences for sites on their own ccTLD.
If using either subdomains or subdirectories, register each separately in Google Webmaster Tools and use the geographic target setting for each. You may wish to set this to "unlisted" for the root domain if that's intended to address a global audience, as this should help avoid any unwanted location signals arising from your server's location.