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Content Management Across International Markets

Presented by: Doug Platts VP, Digital Media & Search Strategy

iCrossing

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Or…now you’ve created the content how to get it working hard

•  International webmaster tools •  Assessing cannibalization •  Geo-targeting done “easier" •  Scalable, global partners •  Global content migration

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Born digital in 1998. Leader in search. Today, we use creativity, technology and data to unleash potential for our clients. The constant: Performance.

The only digitally native agency inside a content, media & entertainment empire.

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Centralized Global Search Operations

1.  Reduce drag 2.  Mitigating risk 3.  Capitalizing on opportunities 4.  Centralized platforms 5.  Common best practices 6.  Service center

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Google Search Console – Global Setup

•  A centralized view •  Easier to identify risk •  Managed comms •  Crawl stats •  Geo-targeting

Campaign

Category

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Yandex /Baidu Webmaster Tools 1.  Site submission 2.  Server response checker 3.  Excluded pages 4.  Report spam 5.  Remove URL 6.  Robots.txt 7.  Structured data 8.  Site region 9.  Search queries 10.  Detecting malware

1.  Site submission 2.  Dead links submission 3.  Individual URL submission 4.  Domain transfer 5.  Link analysis 6.  Indexed pages 7.  Search keywords 8.  Optimization tips 9.  Crawling 10.  Robot.txt

Much more detail: http://www.icrossing.com/ideas/global-seo-yandex-baidu-webmaster-tools

11. Security detection 12. Analytics 13. Structured data 14. Mobile crawler 15. Site app

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Identifying Cannibalization

Organic Rankings Organic Traffic

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HREFLANG Done Easier 1.  Narrow the Scope

•  Sometimes adding tags to an entire site can be overwhelming. Start with the homepage, then move on to categories. If there is still a need, branch out to key products. It isn’t an all or nothing proposition.

4.  Use Sitemaps Not In-Line HTML •  Placing the HREFLANG code in XML sitemaps

is an easy way to speed up any implementation. Usually sitemaps are much more accessible and can be updated very quickly with proper tools.

3.  Stay Consistent •  The major issue when implementing

HREFLANG code occurs when code isn’t implemented consistently. For example, the code snippets have to be the same for all corresponding pages.

2.  Stay Organized in Excel •  Excel is a quick and effective way to

manage a simple database of all pages and how they correspond to each other. One well-planned macro later and the XMLs will be done in seconds.

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Campaign Geo Targeting

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Apr-15 May-15 Jun-15 Jul-15 Aug-15

US Pages CA Pages

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Brands that invest in SEO Platforms show a commitment to investing in SEO

SEO Tools & Technology have finally reached sophisticated levels capable of serving Enterprise & Global brands

iCrossing holds 3 principles about Enterprise SEO Platforms

Platforms vary in capabilities, and finding the best match is complicated

Managing these platforms is complex and can benefit from an experienced partner

Multiple tools. One interface.

§  Keyword Management

§  Page Analysis & Recommendations

§  Technical Crawls and Recommendations

§  Link Analysis

§  Content Marketing

§  Reporting & Dashboards

§  International, Local & More

Enterprise SEO Platforms

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Link Analysis

Keyword Rankings/Visibility

Page Analysis/Recs

Site Crawl/Audit

PRIMARY CAPABILITIES

International

APIs/Integration

Keyword Research

SECONDARY CAPABILITIES

Content Marketing/Mgmt

Workflow/Task Management

ROI/Forecasting

TERTIARY CAPABILITIES

Local

Reporting/Dashboards

Enterprise SEO Platforms - Comparison

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Specialist Tools

Better suited for smaller sites, ad hoc crawls.

Runs locally, no auto back-up

Handles enterprise size sites Web based, login access, easy

to share reports

Easy interface, content reach/social media analysis

Fast and comprehensive

Detailed analysis on links, fresh link growth analysis

Better suited for advanced SEOs

Easy scoring tools for benchmarking and site comparison

Snapshot link analysis

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Global Content Migration

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Fight the good fight!

74 Markets 37 Languages

12 Month Phased Rollout

30,000 Keywords 1,000,000 Redirects

24 Time Zones ~200 emails/day

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THANK YOU

Doug Platts, iCrossing @dougplatts VP Digital Media & Search Strategy