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