Optimize Websites For Global ROI
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Transcript of Optimize Websites For Global ROI
OPTIMIZE YOUR WEBSITE FOR GLOBAL
RETURN-ON-INVESTMENT
Mike Belasco@belasco
Gaëlle Callnin@cofrenchy
Optimizing websites for global ROI
• Global ROI Components• Technology / Tools• Methodology / Approaches• International Search• Sample Strategies
Global ROI = Revenue / Cost
Global ROI = Revenue / Costs
Internet = Global
* Source: Internet World Stats (www.internetworldstats.com)
Internet = Global
* Source: Internet World Stats (www.internetworldstats.com)
Internet = Global
• What does all this mean?• Where does the opportunity exist?• What can I leverage to achieve my goals?
Leveraging your website globally
• Use the current investment in your website (economies of scale)
• What are your options for targeting a new international audience?
• Where can you get the biggest ‘bang for your buck’?
Global Passport: Language, Culture
• Gisting.– Software translation, low accuracy.
• Translation. – Professional translation, high accuracy.
• Cultural Adaptation. – Expert level, adapt intent of message more than
actual words.
• Crowdsourcing.
Internal Considerations: Technology
• Content Management Systems– Exporting/importing capabilities– Language workflow management
• Language Terminology Management– Translator tools, productivity– Language consistency
I just like this one…
International SEO
What You Need To Know And Consider
International SEO
What we’ll talk about:• International Search Marketing Landscape• Site Architecture For International Success• International Optimization Tactics
International Search Marketing Landscape
• According to Oban Multilingual, 70% of internet search queries are not in English.
• Google is not the most popular search engine in every country
• International SEO is generally less competitive.
• Paid search is generally cheaper internationally as well
Top Search Engines Across The Globe
United States – GoogleChina – BaiduJapan – Yahoo (Google / MSN)UK – GoogleFrance – GoogleGermany – GoogleCanada – GoogleKorea – NaverBrazil _ GoogleTurkey – GoogleItaly – GoogleSwitzerland – GoogleSingapore – Google
Explore Demand Internationally
• Use Google Insights – available in 39 languages around the world!
Explore Competition Internationally
• Australian vs. US results for “athletics”
Explore Competition Internationally
• Adding &gl=au (for Australia, nz for New Zealand, etc) to the end of a Google query will return results as if you were in that country.
• You can also use Firefox Add-on “Google Global - http://www.redflymarketing.com/blog/google-global-view-results-different-locations/
Site Architecture For International SEO
Many Ways to Skin an Int’l Site
Which site architecture is right for your international content?
• Sub domains (ex. french.domain.com)• Sub Folders (ex. www.domain.com/fr)• Separate domains/sites (www.domain.fr)
• Each of these architectures has pros/cons
Using Sub Domains For Int’l Content
Subdomain - fr.domain.com
Pros:• Maintains some of the metrics (domain trust, domain popularity) of the root
domain.• Easy to see this is a country specific version of the site• Each sub-domain can be hosted on a server with a corresponding country IP
address. (will discuss this later)Cons:• While you maintain some of the value of the root domain metrics, you do lose a
significant amount.• Higher risk of mislinking. Many linkers will link to the "www" of the site out of
habit.
Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites
Using Unique Sites For Int’l Content
TLD - www.domain.fr
Great option for websites that have a strong attachment to country of origin and are vastly different from their foreign counterparts.
Pros:• Very obvious and intuitive to the user.• Good chance of getting correct links.• Provides the ability for each domain to be hosted on a country specific IP address.
Cons:• Completely different domain than its foreign friends, amigos and amis. This means
they do not share any of the benefits of inbound links.
Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites
Using Sub-folders for Int’l Content
Subfolder - www.domain.com/fr/ Great option for an already well established website that is looking to expand into new international markets.
Pros:• All links to any version of the site help boost the domain. It's a rising tide raises all boats
situation.• Less prone to linking mistakes as this format follows the standard website convention
www.example.com.
Cons:• This option has not performed as well in country specific search engines.• Potentially confusing for users looking for a ccTLD (ex. .fr) version of the site.• Not able to have different country sites hosted from different country specific servers with
proper IP addresses.
Source: http://www.seomoz.org/blog/seo-guide-international-versions-of-websites
International SEO Tactics
Hosting and Domain Issues
• It is best to host the site in the country you are targeting so you get a local IP address
• You can specify Geographic Target for sub domains, sub folders and of course domains in Google Webmaster Tools
On-page Intl SEO Tactics
• As always start with Keyword Research– Google Adwords Keyword Tool– Keywords Discovery
On-page Intl SEO Tactics
• All SEO best practices still apply. Some ranking factors will very slightly on search engines other than Google/Yahoo, etc.
• Use the content-language meta tag:<meta http-equiv="content-language" content="en-gb">
• You can find the entire list of language codes at Microsoft's Developer Center.
• Display Intl address and phone on the site.
International Link Building
• Get links from sites with the same TLD (ex. www.other domain.fr)
• Other link building tactics still apply (keyword rich anchor text, links from more powerful sites, etc.)
• Use keyword and domain specific searches to find opportunities
• http://www.google.com/search?q=directory+site%3Aco.uk• http://www.google.com/search?q=intitle%3Adirectory+site%3Aco.uk• http://www.google.com/search?q=inurl%3Adirectory+site%3Aco.uk• http://www.google.com/search?q=resources+site%3Aco.uk
Example: French SEO
Example: French SEO
• Client: Winshuttle (Private)Project: Replicate US SEO strategy in FranceChallenge: Very niche market, almost no analytics dataSolution: Found best search terms on blogs and articles, instead of Google
Example: Language & User Content
Example: Language & User Content
• Client: MSMGF (Non-Profit)Project: Localize website into multiple languages and manage crowdsourcing processChallenge: Content is very sensitive, enormous quantity, can be in any 1 of 7 languagesSolution: Train specific language teams, develop client terminology, select and manage volunteer teams
Technology & Data
Thank You!
• Gaëlle Callnin, Virtual WordsLinkedIn: linkedin.com/in/gaellecallninTwitter: @cofrenchyEmail: [email protected]
• Mike Belasco, seOverflowLinkedIn: linkedin.com/in/miketheinternetguyTwitter: @belascoEmail: [email protected]