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International SEO Strategy - Helga Bendea - Seocamp Slide 1 International SEO Strategy - Helga Bendea - Seocamp Slide 2 International SEO Strategy - Helga Bendea - Seocamp Slide 3 International SEO Strategy - Helga Bendea - Seocamp Slide 4 International SEO Strategy - Helga Bendea - Seocamp Slide 5 International SEO Strategy - Helga Bendea - Seocamp Slide 6 International SEO Strategy - Helga Bendea - Seocamp Slide 7 International SEO Strategy - Helga Bendea - Seocamp Slide 8 International SEO Strategy - Helga Bendea - Seocamp Slide 9 International SEO Strategy - Helga Bendea - Seocamp Slide 10 International SEO Strategy - Helga Bendea - Seocamp Slide 11 International SEO Strategy - Helga Bendea - Seocamp Slide 12 International SEO Strategy - Helga Bendea - Seocamp Slide 13 International SEO Strategy - Helga Bendea - Seocamp Slide 14 International SEO Strategy - Helga Bendea - Seocamp Slide 15 International SEO Strategy - Helga Bendea - Seocamp Slide 16 International SEO Strategy - Helga Bendea - Seocamp Slide 17 International SEO Strategy - Helga Bendea - Seocamp Slide 18 International SEO Strategy - Helga Bendea - Seocamp Slide 19
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How to Develop a Successful International SEO Strategy

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International SEO Strategy - Helga Bendea - Seocamp

  1. 1. #seocamp How to Develop a Successful International SEO Strategy Helga Bendea
  2. 2. #seocamp International SEO Strategy | Key Elements Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 2 Content Accessibility Structure TargetingMarkets Which languages and/or countries? Translated or customized content? User choice or automatic redirects? Domains, subdomains or subfolders? When and how to use SEO language / country markup?
  3. 3. #seocamp Markets How to Develop a Successful International SEO Strategy - 27/09/2016 3 The success of the whole strategy depends on the selection of the appropriate languages / countries that the website should target. Helga Bendea This choice should be made after careful consideration of the real benefits for the business in terms of ROI.
  4. 4. #seocamp Which websites should do international SEO? Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 4 A website should consider an international SEO strategy only if the ROI generated by international visitors is positive, i.e. the revenues are enough to generate profit after covering all the costs of international SEO. ROI Revenues Costs Costs 100 Revenues Visits Conversion Rate Average Conversion Value
  5. 5. #seocamp Choosing languages and/or countries Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 5 Language-specific  Websites with no country- specific offers  Small/medium sites, typically corporate websites  Not enough budget for translation/localization  Websites with country-specific offers  Medium/large sites, typically e-commerce (currency, etc.)  Dedicated translation and localization budget for each country  Websites with country-specific offers targeting countries with more than one official language  Large sites  Enough budget for the localization process Country-specific Language and country-specific
  6. 6. #seocamp Content How to Develop a Successful International SEO Strategy - 27/09/2016 6 A successful international content strategy is based on: Helga Bendea Relevant, targeted content Custom keyword analysis for each language / country High-quality content translation / localization
  7. 7. #seocamp Key elements of content optimization How to Develop a Successful International SEO Strategy - 27/09/2016 7 Title and Meta DescriptionURL Heading Tags Navigation Elements Images and Alt Texts Main Content Reviews Phone and ContactsCurrency and Shipping Helga Bendea
  8. 8. #seocamp Content translation vs customized content Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 8 Translated content Customized content Easier and quick implementation and maintenance Reduced content production and management costs Uniform global brand image SEO-friendly markup needed to prevent duplicate content (only for the same language for different countries: ex. US EN, UK EN, AU EN, .com in EN) Standard or even poor UX when localization is necessary More difficult and longer implementation and maintenance Higher content production and management costs Market-specific brand image Unique content with no risk of duplication for versions in the same language Personalized UX based on user location, language and culture
  9. 9. #seocamp Accessibility How to Develop a Successful International SEO Strategy - 27/09/2016 9 The content that is inaccessible to search engine bots has zero visibility in search engine results. Helga Bendea Lack of SEO targeting or accessibility optimizations can lead to bad user experience.
  10. 10. #seocamp Accessibility: what is best for SEO? Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 10 Standard accessibility to all versions All versions are accessible to search engine bots and to all users worldwide Accessibility based on user cookies or choice Inaccessibility and automatic redirects Best UX: users can select the version they want and/or a cookie is set up to store preferences for next visits Bad UX if the redirects lead the user to an inappropriate version Lack of international SEO might lead to bad UX: users reaching versions of the site intended for other markets via search engines All versions are accessible to search engine bots and indexed Not OK if users must only have access to a specific version If access to other markets is totally restricted (no market selection possible)  rule needed to exclude bots from IP-based redirects OK only if business policies require to restrict user access or if location selection is allowed
  11. 11. #seocamp Structure How to Develop a Successful International SEO Strategy - 27/09/2016 11 The choice of the website structure is mainly influenced by: Helga Bendea Market structure: multilingual / multiregional Website type, size and budget Brand image and link popularity strategy
  12. 12. #seocamp Multilingual / multiregional website structure Helga BendeaHow to Develop a Successful International SEO Strategy - 27/09/2016 12 ccTLDs (Country-Code Top-Level Domains) Subdirectories Subdomains example.com/fr fr.example.com
  13. 13. #seocamp ccTLDs | Advantages & disadvantages How to Develop a Successful International SEO Strategy - 27/09/2016 13 Easy separation of sites and web analytics More expensive and limited availability (for some domains) Helga Bendea Server location is irrelevant, however sites can be hosted on country-specific servers Very strong geolocation signal for the users; usually results in higher click-through rates and conversions The strongest geolocation signal for search engines, very useful for ranking in a specific country Higher costs for infrastructure, IT resources and maintenance Strict ccTLDs legal requirements in some countries Domain authority and backlink value is not shared among sites: need to invest in backlink campaigns for each domain
  14. 14. #seocamp Subdirectories | Advantages & disadvantages How to Develop a Successful International SEO Strategy - 27/09/2016 14 Easy to set up and manage Much weaker geolocation signal for search engines than ccTLDs Helga Bendea example.com/fr Low maintenance costs with same host Can use Google Search Console to set up geo-targeting Consolidated domain authority: backlinks to any subdirectory provide link value to the whole website May be less intuitive for users expecting a ccTLD for local sites More difficult separation of different site versions
  15. 15. #seocamp Subdomains | Advantages & disadvantages How to Develop a Successful International SEO Strategy - 27/09/2016 15 Easier to set up and manage than ccTLDs Weaker geolocation signal for search engines than ccTLDs Helga Bendea fr.example.com Each subdomain can be hosted on different country-specific servers Can use Google Search Console to set up geo-targeting Easy separation of sites More difficult to set up and maintain than subdirectories; more difficult web analytics set up (in some cases) May be confusing for users since the subdomain can represent the country or the language Domain authority is transmitted only in part to the subdomains and backlink value is split among sub-domains
  16. 16. #seocamp Targeting How to Develop a Successful International SEO Strategy - 27/09/2016 16 In terms of content, SEO-friendly language / country markup helps search engines differentiate local versions of the same content. No risk of duplicate content for the versions in the same language. Helga Bendea In terms of accessibility and UX, this markup ensures visibility in search engines to the appropriate website version for a specific market.
  17. 17. #seocamp Language/country markup | Best practices 17  Include the annotations of all alternate content version URLs that are available on your site  Implement for each page having multilingual / multiregional versions  Do not implement for pages/site versions having highly customized content (no content duplication risk) It helps Google serve the right page to visitors in search results based on their language/location Document location signal used by Bing to determine rankings of a content in search results. Other signals: <html lang=""> and <title lang=""> rel="alternate" hreflang meta http-equiv="content-language" <link rel="alternate" href="http://domain.com/fr-fr/" hreflang=“fr-fr" /> <link rel="alternate" href="http://domain.com/fr-ca/" hreflang="fr-ca" /> <link rel="alternate" href="http://domain.com/en-ca/" hreflang="en-ca" /> <link rel="alternate" href="http://domain.com/" hreflang="x-default" /> How to Develop a Successful International SEO Strategy - 27/09/2016 Helga Bendea
  18. 18. #seocamp Conclusions How to Develop a Successful International SEO Strategy - 27/09/2016 18 A successful international SEO strategy is tailored to the client’s business. There are no universal best solutions. Helga Bendea Investing in high-quality targeted content and UX is essential to long-term performance on each market. The elements of the strategy are tightly connected. Each element influences overall results.
  19. 19. #seocamp Thank you Helga Bendea SEO Lead Accenture Interactive Italy helga.andreea.bendea@accenture.com www.linkedin.com/in/helgabendea
  • AnaMoris3

    Oct. 9, 2018
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    Oct. 3, 2016
  • cunniet1

    Oct. 3, 2016

How to Develop a Successful International SEO Strategy

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