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September 2015
@ObanDigital
The Good, The Bad and The
Ugly of International
SEO
Not just a gimmick!
Italian Director Spanish technical teamShot in Italy and SpainUS Cast
Truly International
The Good, The Bad and The Ugly?
In the last 12 months alone, Oban have researched, created and run projects in 68 different markets.
The Good, The Bad and The Ugly, every day!
THE GOOD
THE GOOD - LEGO
THE GOOD - AMAZON
GOOD INTERNATIONAL SEO IS:
• Focussed on the customer• Respectful of culture and language• Pays attention to the technical
implementation• Understands that people are different
THE BAD
THE BAD – AUTO TRANSLATION
THE BAD – DON’T FORGET OPTIMISATION
THE BAD – GET YOUR HREFLANGS RIGHT
What comes first?
Country code or Language code?
THE BAD – GET YOUR HREFLANGS RIGHT
What comes first?
Language code!
THE BAD – GET YOUR HREFLANGS RIGHT
Know your Country Codes…EGKR CR HR
THE BAD – GET YOUR HREFLANGS RIGHT
Know your Country Codes…EG – Egypt KR – South KoreaCR – Costa RicaHR – Croatia
THE BAD – GET YOUR HREFLANGS RIGHT
Where is this Hreflang targeting?
hreflang="at-at"
THE BAD – GET YOUR HREFLANGS RIGHT
Website targeting Austria
hreflang="at-at"
AT isn’t a language!
THE BAD – GET YOUR HREFLANGS RIGHT
Arabic Speakers – is this right?
hreflang=“ar-ar"
THE BAD – GET YOUR HREFLANGS RIGHT
Website targeting Arabic Speakers<link rel="alternate" href="http://example.com/ar" hreflang=“ar-ar" />
Arabic in Argentina? 2% of the population!
BAD INTERNATIONAL SEO IS:
Hasn’t quite got it right• - Linguistically• - Technically• - Culturally (through content /
language)
THE UGLY
THE UGLY - USE THE RIGHT LANGUAGE!
THE UGLY – IP SERVING
Recap – IP Serving uses your IP address to provide website content in the language of the country you are in
Many web devs prefer this as an implementation for international websites!
THE UGLY – IP SERVING
THE UGLY – IP SERVING
UGLY INTERNATIONAL SEO IS:
• Assumes there is nowhere outside the US
• Takes short cuts• Pisses people off – shows no respect
If your International SEO is Ugly you’ll probably have to start again!
DOMAIN QUESTIONS
• What do I pick?• Sub Folder?• ccTLD?• Sub Domain?
DOMAIN STRATEGYSub Folder ccTLD Sub Domain
• Benefits from main domain
• Easy to set up
• Automatically associated with the right country
• No extra charges• In country hosting
• Not automatically seen as target country
• Yandex and Baidu
• Could be expensive
• Not automatically seen as target country
• Yandex and Baidu
DOMAIN QUESTIONS
• What do I pick?• One size does not fit all• Base on your technical set up
and what you already have!
@ObanDigital
The Good, The Bad and The
Ugly of International
SEO
