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 ?

1. INTERNATIONAL SEO,
A QUESTION OF TERRITORIES
AUDREY BROUTIN, PARTNER & ALTIMA° SEO DIRECTOR

2. PART 1
A STRUCTURED ISSUE

3. #questions

4. #questions
In chaos

5. #preoccupation

6. #preoccupation
How to approach things?

7. #uncertainty

8. #uncertainty
Is it a local question?

9. #worry

10. #worry
With only 1 partner?

11. #anxiety

12. #anxiety
For what result?

13. PART 2
TRANSLATION VS LOCATION

14. #the base
One country, multiple languages

15. #the base
One language, multiple countries

17. #the base
One country, multiple engines

18. #the base
One engine, multiple countries

19. 78 %
12 %
93 %
3 %
32 %
64 %
54 %
25 %
95 %
2 %
#monopoly

20. #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
…

21. #MARKET & COMPETITION
understand the market and its specificities and adapt
to target user expectations
!
Conformity and culture
Brand and product perception
New territorial competition
…

25. #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
…

26. #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

27. #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)

28. PART 3
MAJORITY MULTILINGUAL

29. #complication

30. #complication
Make it simple!

31. #complication
Ask the right questions

32. #CASE 1
a FR site for France
a version COM for the rest of the world

33. #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)
…

34. #CASE 2
a FR site for France
a UK version and a DE version

35. #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
…

36. #CASE 3
an FR site for France
versions for the UK, DE, US, RU, JP, CN

37. #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
…

38. #sowhat

39. #sowhat
Usefulness of the demonstration

40. #orientation
Towards the real question

41. #orientation
Multilingual or international?

42. #MULTI OR INTER
in your opinion?
!
CASE 1 : MULTILINGUAL
CASE 2 : MULTILINGUAL
CASE 3 : MULTILINGUAL OU INTERNATIONAL
…

43. PART 4
TOWARDS “MULTI-NATIONAL” SEO?

44. #missing pieces
Site structure?

45. #getting by
Complex organization

46. #LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)

47. #LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)

48. #LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)

49. #LET’S IMAGINE
AN INTERNATIONAL GROUP
(the flagship)
BUSINESS UNITS
(continents)
COUNTRIES
(multilingual or not)
LOCAL PARTNERS
(socal seo)

50. #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

51. #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”

52. #arbitration
Who? At which step?

53. #A HELPFUL INTERFACE
initiate a leader to steer local actions
!
Collect
Referee
Prioritize
…

54. TO
SUMMARIZE

55. #my international territory
country
language(s)
engine(s)
site(s)
team(s)

56. THANK YOU
DANKE
MERCI
谢谢
GRACIAS
TAKK
СПАСИБО
!
fr.slideshare.net/agence_altima
!
www.altima-agency.com
!
#EMP2015