Using Search to Capture a Global Opportunity By Andy Atkins-Kruger
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Transcript of Using Search to Capture a Global Opportunity By Andy Atkins-Kruger
#SMX #XXA @andyatkinskruge
Use Impact Visuals Above, Move Presentation Title As Needed
d
BRIT MARRIED TO AUSTRIAN LIVING IN SITGES CATALONIA SPAIN
#SMX #XXA @andyatkinskruge
Use Impact Visuals Above, Move Presentation Title As Needed
d
ENGLISH, GERMAN, FRENCH, SPANISH, CATALAN, ITALIAN, RUSSIAN & DUTCH
30 Years of International
Marketing
English, French, German,
Spanish, Dutch, Russian, Italian
INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997
Founded Webcertain.com
in 1997andy@webcertain
.com
#SMX #XXA @andyatkinskruge
- Brief Stats- What is Culture?- Obvious Cultural Pitfalls- Geotargeting Strategy- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally
Agenda
#SMX #XXA @andyatkinskruge
IRRELEVANT TRANSLATION FORMS
PAYMENT METHODSFACES
Medicare
DEVICE
Source: thepaypers.com
#SMX #XXA @andyatkinskruge
Different Countries - Different Strategies
TITLE SLIDE ALTERNATIVE LAYOUT
#SMX #XXA @andyatkinskruge
FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND
LINKS? FIX THE LEAKS!
404S
REDIRECT LOOPS
SLOW PAGES
#SMX #XXA @andyatkinskruge
INTER-KEYWORD RELATIONSHIPS
100% 100%100%
EN DE FR CN
% SIMILARITY IN MEANING
#SMX #XXA @andyatkinskruge
INTER-KEYWORD RELATIONSHIPS
100% 100%
EN DE FR CN
60%
40%
20%
40%
20%% SIMILARITY IN MEANING
#SMX #XXA @andyatkinskruge
INTER-KEYWORD RELATIONSHIPS
100% 100%
EN DE FR CN
60%
40%
20%
40%
20%% SIMILARITY IN MEANING
Translation
Russian consumers still like cash
59
49
20
27
58
49
32
23
12
Bank card
Web money
Cash ondelivery
Bank transfer
SMS payments0
2009 2012
Social Media Collection
My Website.fr
Corporate - Translated
Corporate – Translation
Updates Local Team Fresh Marketing
Content
Local User Generated Content
(Reviews)
Machine Translated Content
SEO Content
SEO Content UpdatesInfographics
#SMX #XXA @andyatkinskruge
Luis clicks the first result!
Prices in Brazilian Reals!
Free Delivery And Installation
#SMX #XXA @andyatkinskruge
Luis clicks the first result!
Prices in Brazilian Reals!
Free Delivery And Installation
#SMX #XXA @andyatkinskruge
Luis clicks the first result!
Prices in Brazilian Reals!
Free Delivery And Installation
To São Paulo
#SMX #XXA @andyatkinskruge
Luis clicks the first result!
But What’s Wrong With
This Screenshot?
Back to2013!
#SMX #XXA @andyatkinskruge
1. Local Domains or ccTLDs 2. Search Console - Webmaster Tool Settings 3. Hreflang Tags 4. Canonicals 5. Language 6. Currency 7. Address Formats 8. Relevant Content 9. Server Location 10. Inbound Links
#SMX #XXA @andyatkinskruge
Webcertain’s Geo-Targeting Matrix
World Languages
Single Language Regions
Czech Republic
National Languages
Duplicated!
Machine Translated!
Fresh Content
Multi - Language Regions
Korea
China
Russia
Just At Home
Everywhere
Canon-icals
Hreflang Sitemap
Local Domain
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Local Domain
Dot Com/Generic
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools
Webmaster Tools Hreflang Sitemap
Canon-icals
Local Links
& Shares
Currency
Address Details
#SMX #XXA @andyatkinskruge
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
COUNTRY 3
1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
COUNTRY 4COUNTRY 2COUNTRY 1
#SMX #XXA @andyatkinskruge
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
COUNTRY 3
1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
COUNTRY 4COUNTRY 2COUNTRY 1
#SMX #XXA @andyatkinskruge
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
COUNTRY 3
1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
COUNTRY 4COUNTRY 2COUNTRY 1
#SMX #XXA @andyatkinskruge
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
COUNTRY 3
1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
COUNTRY 4COUNTRY 2COUNTRY 1
Assuming all other factors are equal - which they never are!
#SMX #XXA @andyatkinskruge
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
COUNTRY 3
1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
COUNTRY 4COUNTRY 2COUNTRY 1
1. Someone else2. Someone else3. MY RANKING 1 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else
1. Someone else2. Someone else3. MY RANKING 44. Someone else5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. MY RANKING 416. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else
BUT Hreflang is now doing this - which is NOT geotargeting!
IT IS NOW IMPOSSIBLE TO IGNORE HREFLANG
China Hosting Dilemma
• Local hosting improves loading speed
• But it requires ICP license which is complicated
• CDN is not stable compared to local hosting
• Hosting in Hong Kong won’t offer the same speed
LOCAL HOSTING
#SMX #XXA @andyatkinskruge
sweden.se today!1. More Mobile Friendly2. No Hreflang 3. Now Only English, Arabic,
Russian & Chinese
#SMX #XXA @andyatkinskruge
sweden.se today!1. More Mobile Friendly2. No Hreflang 3. Now Only English, Arabic,
Russian & Chinese
Move To Local Domains
#SMX #XXA @andyatkinskruge
Impact of crawling & indexing
Date URL A URL B URL C URL D
T+0 crawl
T+1 crawl crawl
T+2 crawl crawl
T+3 crawl crawl
T+4 crawl
T+5 crawl crawl crawl crawl
Crawling happens at different speeds
#SMX #XXA @andyatkinskruge
Impact of crawling & indexing
Date URL A URL B URL C URL D
T+0 crawl
T+1 crawl crawl
T+2 crawl crawl
T+3 crawl crawl
T+4 crawl
T+5 crawl crawl crawl crawl
Crawling happens at different speeds
#SMX #XXA @andyatkinskruge
Date URL A URL B URL C URL D Status
// change new hreflangs new hreflangs new hreflangs new hreflangs (no hreflang)
T+0 crawl 3 errors
T+1 crawl crawl 2 errors
T+2 crawl crawl 1 error
T+3 crawl crawl 1 error
T+4 crawl crawl 1 error
T+5 crawl crawl crawl ok!
#SMX #XXA @andyatkinskruge
1. Use as many of the core signals as you can afford!
The rules of geotargeting!
#SMX #XXA @andyatkinskruge
1. Use as many of the core signals as you can afford!
2. Implement them accurately!
The rules of geotargeting!
#SMX #XXA @andyatkinskruge
1. Use as many of the core signals as you can afford!
2. Implement them accurately!3. Maintain them continuously!
The rules of geotargeting!
#SMX #XXA @andyatkinskruge
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
30 Years of International
Marketing
English, French, German,
Spanish, Dutch, Russian, Italian
INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997
Founded Webcertain.com
in 1997andy@webcertain
.com