Post on 16-Jul-2015
F O R I N T E R N AT I O N A L S E O S U C C E S S
BackingtheRightDomain
How to prepare your gaming site for international SEO success,the pros and cons of different ways of positioning your domain structure and how to optimise your site to gain the best organic visibility in a specific international territory.
Choosing Your Domain
C O U N T R Y D O M A I N S
C O U N T R Y S U B D O M A I N
PROS CONS
Likely to increase local SEO authority
Easier to communicate brand
locally
Often a new setup which takes time to build SEO authority
Higher technical maintenance
Longer ROI curve
Higher registration and hosting costs
Specific cultures engage better with a
local domain
Can provide better click through rate in
search engines
PROS CONS
Partly inherits domain authority from root domain
Offers flexibility on sub domain
naming
Not as much local authority as a
country specific domain
Natural links can easily point to
wrong URL versions for users and search
engines
Risk of diminished trust from web
users
Cost saving versus country specific
domain
Technical capabilities often more agile and
cost effective
PROS CONS
Overall domain authority greater
due to one domain
Lower maintenance
costs
Often harder to gain local country
authority
Often less likely to get user to link to specific country
sub folder
Less trust from a conversion
perspective if the brand is small
Existing CMS easy to integrate
Shorter ROI curve
Technical Considerations
Ideally the host countryof your site should bethe same as the domain
Use Google webmastertools to configure
your language and geo targeting
Implement Hreflang code to tell search engines which page should rank in which country search engine
SettingsGeographic target
Preferred domain Don’t set
Display URLS as www.get.com
Display URLS as get.com
Target users in USA
http://www.example.com http://en-gb.example.com
<link rel=”alternate” hreflang=”en”href=”http://www.example.com/” />
<link rel=”alternate” hreflang=”en-gb”href=”http://en-gb.example.com/”/>
UnderstandingtheUser
Research the relevant information
United States
Norway
USA
United Kingdom
Sweden
Denmark
Poland
Canada
Finland
Netherlands
Other
G A T R A F F I C B Y C O U N T R Y / T E R R I T O R Y
S E O V I S I B I L I T Y S P R E A D B Y C O U N T R Y
Check different variations by country
India
United Kingdom
Canada
Australia
Germany
Netherlands
Philippines
Pakistan
Indonesia
Analyse search intentions
Plan for your international audienceUse Google planning tools
Provide unique content per regionEach country search engine has different keyword variations
Sports betting
Sports betting tipsSports bettingSports betting sitesSports betting tips and tricks
Sports betting
Sports betting tipsSports betting onlineSports betting strategiesSports betting mate
www.google.co.uk
https://www.thinkwithgoogle.com/intl/en-gb/planning-tools/
www.google.com.au
WordReference.com is a good resource to use for intpretation
Content
KeySuccessIngredients
for
Considerations
Literal translations can provide the wrong context
More Unique Keyword Referrals
Translation Issues
More Keyword Variations
Use interpretation not translation
® ®
Eat your fingers off“It’s finger lickin’ good“ ” ”
=
Select the best domain
Implement standard technical SEO requirements
Identify regional demand
Understand user context
Use interpretation, not translation
www.latitudegroup.com
Sources:
http://suite.searchmetrics.com/en/research/domains/organic/world-seo-visibilityhttp://www.gbm.scotiabank.com/English/bns_econ/IT_gaming.pdf http://www.merlinox.com/suggest/index-en.php https://clevergizmos.com/keyword-researcher/https://www.thinkwithgoogle.com/intl/en-gb/research-study/10-export-maps-for-british-businesses/ https://www.thinkwithgoogle.com/intl/en-gb/planning-tools/http://businessculture.org, http://www.worldbusinessculture.com/
domain.co.ukexample:
uk.domain.comexample:
domain.com/ukexample:
C O U N T R Y S U B F O L D E R S