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www.pagetraffic.comCopyright © www.pagetraffic.in
Navneet KaushalFounder & CEO of PageTraffic
11 Years of SEO experience
Editor www.pagetrafficbuzz.com
Expert author on WebProNews, Search Newz, Website Notes, DevWebPronews, PromotionWorld.
Regularly quoted on ET Now, Seattle Times, Hindustan Times, Livemint, BenefitIT, AlooTechie.
About PageTrafficEstablished in 2002
95 people strong, with offices in New Delhi, Mumbai, Chicago & London
Offers SEO, PPC, Link Building, Web Design & Development services
More than 300 clients worldwide
Ranking among the top SEO Companies of India
Winner of Red Herring Top 100 Asia Award 2011
WHO AM I?
Copyright © www.pagetraffic.in
Language Matters
www.pagetraffic.com
Less than 30% of global search engine queries are in English
Source: Oban Multilingual
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Language Growth Patterns
www.pagetraffic.com
Source: Internet World Stats
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SEARCH ENGINE USAGE – BEYOND GOOGLE
www.pagetraffic.com
• Google (Global) 62.4%• Yandex (Russia) – 65%• Baidu (China) – 83.6%• Naver (Korea) – 68% • Yahoo! Japan – 47%
Copyright © www.pagetraffic.in
TOP SEARCH ENGINES ACROSS THE GLOBE
www.pagetraffic.com
United States – GoogleChina – BaiduJapan – Yahoo (Google / MSN)UK – GoogleFrance – GoogleGermany – GoogleCanada – GoogleKorea – NaverBrazil _ GoogleTurkey – GoogleItaly – GoogleSwitzerland – GoogleSingapore – Google
Copyright © www.pagetraffic.in
CHALLENGES OVERVIEW
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• Multi-regional vs multilingual websites• Site Architecture for global sites• Subdomains Vs. Subdirectories• Geo-targeting• Country Code Top Level Domain Name• Multilingual Content• Google Place Listing• Links
Copyright © www.pagetraffic.in
MULTI-REGIONAL VS MULTILINGUAL WEBSITES
www.pagetraffic.com
Multi-regional sites
Target users in different countries who all speak the same language.
Multilingual sites
Target users in different countries who speak different languages to the users in other targeted countries.
Multi-regional and multilingual sites
Target users in different countries who speak the same language as users in some, but not all, other targeted countries.
Copyright © www.pagetraffic.in
MULTI-REGIONAL VS MULTILINGUAL WEBSITES
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CULTURAL ASPECTS language
Internet’s Top LanguagesEnglish: 431 million usersnon-English: 857 million users
431
276
12594
68 61 60 58 45 35 35
050
100150200250300350400450500
En
glis
h
Ch
ine
se
Sp
an
ish
Jap
an
ese
Fre
nch
Ger
ma
n
Ara
bic
Po
rtug
ue
se
Ru
ssia
n
Ko
rea
n
Ita
lian
Copyright © www.pagetraffic.in
MULTI-REGIONAL VS MULTILINGUAL WEBSITES
www.pagetraffic.com
How regional context influence your strategy?
In Mediterranean countries Internet use is driven more by social factors than anything else, where Nordic countries rely on the Internet for more pragmatic, functional purposes.
Copyright © www.pagetraffic.in
MULTI-REGIONAL VS MULTILINGUAL WEBSITES
www.pagetraffic.com
How local habits may influence your strategy.
Online shoppers prefer to fill their online carts:
Spanish between 12 and 1pm Germans and Italians between 2 and 4pm Danish shop from 5 to 6pm French shopping activities from 6 to 10pm British shopping hours around 8pm Swedes follow around 9pm
Copyright © www.pagetraffic.in
SITE ARCHITECTURE FOR GLOBAL SITES
www.pagetraffic.com
Which site architecture is right for your international content?
• Sub Folders (ex. WWW. YOURSITE.COM/IN)
• Sub domains (ex. IN.YOURSITE.COM)
• Separate domains/sites (ex. WWW.YOURSITE.IN)
Each of these architecture has its pros/cons
Copyright © www.pagetraffic.in
SUB FOLDERS/DIRECTORIES
www.pagetraffic.com
www.yoursite.com/in www.yoursite.com/en
www.yoursite.com/fr
Copyright © www.pagetraffic.inwww.pagetraffic.com
DIRECTORIES BY COUNTRIES
YOURSITE.COM USYOURSITE.COM/IN/ INDIA
YOURSITE.COM/FR/ FRANCE
SUB FOLDERS/DIRECTORIES
Copyright © www.pagetraffic.inwww.pagetraffic.com
DIRECTORIES BY LANGUAGE
YOURSITE.COM/EN/ ENGLISHYOURSITE.COM/ES/ SPANISH
SUB FOLDERS/DIRECTORIES
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PROSDomain strength is passed to sub-foldersA single site will normally be stronger than many
CONSProblems with wrong content ranking e.g. yourdomain.com ranking in INDIA rather than yourdomain.com/INPotentially confusing for users looking for a ccTLD (ex. .in) version of the site.Can’t have different country sites hosted from different country specific servers with proper IP addresses.
SUB FOLDERS/DIRECTORIES
Copyright © www.pagetraffic.in
SUB DOMAINS (ex. IN.YOURSITE.COM)
www.pagetraffic.com
SUB-DOMAINSin.yoursite.com en.yoursite.com
fr.yoursite.com
www.pagetraffic.com
PROSEasy to see this is a country specific version of the site.No registration issues.Each subdomain can be hosted on a server with a corresponding country IP address.Maintains some of the metrics (domain trust, domain popularity) of the root domain.
CONSProblems with content ranking e.g. yourdomain.com ranking in INDIA rather than in.yourdomain.com.Higher risk of mislinking. Many linkers will link to the "www" of the site out of habit.
Copyright © www.pagetraffic.in
SUB DOMAINS (ex. IN.YOURSITE.COM)
Copyright © www.pagetraffic.in
CCTLD (Eg. www.yourdomain.in)
www.pagetraffic.com
gTLD
ccTLD
www.yoursite.com
www.yoursite.in
www.yoursite.fr
Copyright © www.pagetraffic.inwww.pagetraffic.com
PROSVery obvious and intuitive to the user.Strongest geo-targeting signal used by Google.Good chance of getting correct links.Provides the ability for each domain to be hosted on a country specific IP address.
CONSNew site with no strength, so it may not rank at all.You’ll need to put in some serious link building effort.Can be difficult to purchase some ccTLDs.Has the potential to cause issues with duplicate content if geo-targeting methods are not used effectively across all domains.
CCTLD (Eg. www.yourdomain.in)
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.eu .asia
Useless from SEO perspective
CONTINENTAL TOP LEVEL DOMAINS
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PERILS OF TRANSLATION
www.pagetraffic.com
“FINGER LICKIN’ GOOD”
Chinese Translation
“EAT YOUR FINGERS OFF”
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PERILS OF TRANSLATION
www.pagetraffic.com
French Translation
VOMITING
GERBER
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KEYWORDS – REGIONAL VARIATIONS
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Fútbol vs. FutbolFussball vs. Fußball
Localization vs. LocalisationSoccer vs. Football
Average web search according to Google Insights
DE football 8 fussball 27ES football 5 futbol 61IT football 5 calcio 68
www.pagetraffic.com
MULTI-LINGUAL CONTENTImportant Points:
• Google does not include automatically translated pages in their index.
• Automatic translations can lead to loss in meaning.
• Link to the same content in other languages on your sites.
• Use UTF-8 coding (Unicode) when non-English characters, e.g. é or ü, are
needed in an URL which you are linking to on your pages.
• Do not automatically serve pages in different languages based on a user’s
location.
• Only use one language on each page of your site.
• Make sure that Meta Tags are localized based on the keyword research
carried out by a native speaker of the chosen language.Copyright © www.pagetraffic.in
Copyright © www.pagetraffic.in
Use Google Keyword
Tools to create initial
list of related search
terms and search
volume
Select location and language
KEYWORD RESEARCH TOOLS
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• Organize your keywords by:– Languages– Locations– Target audiences– Purchase cycle– Importance– Legal requirements
• Brand name• Product name• Model numbers, etc.
KEYWORD ORGANIZATION
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GOOGLE INSIGHTS TOOL
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Available in 39 languages around the world!
• Assess demand for your product/service.
• Check the seasonal variation in the demand.
• Understand your competition’s offers and branding
• See how search volume is distributed across regions
and cities.
• See search patterns in other Google properties.
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COMBINES THE POWER OF 3 Google Translate
Google Keyword Suggestion tool
Google Traffic Estimator
GOOGLE GLOBAL MARKET FINDER
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GOOGLE GLOBAL MARKET FINDER
translate.google.com/globalmarketfinder/
Copyright © PageTraffic Web-Tech Pvt. Ltd.
GOOGLE GLOBAL MARKETING FINDER – HOW IT WORKS
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Select home country (not the country you wish to target)
Select the primary language of your country
Enter up to 3 keyword phrases in “product keywords” box
Select your export region; currently you can’t select a country but a region.
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Add xml sitemaps by subdirectory/country
GEO-TARGETTING WITH WEBMASTER TOOLS
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GOOGLE PLACES LISTING
IMPORTANT POINTS
• Google Places pages are viewed by millions of people daily • 20% of all search is local oriented
• Offers the best opportunity to combine social and search
• Currently, only 6% of consumers are leaving content out there
Copyright © www.pagetraffic.inwww.pagetraffic.com
GOOGLE PLACES LISTING - TIPS
• Use your business name and phone number for listing.
• No taglines or lengthy categories.
• Ask your users for a review.
• Give users ways to connect with you, the +1 button, for example.
• Convert local users into mobile users.
• Ensure that local business addresses are listed.
• Ensure local phone numbers are included too.
• Ensure links to the appropriate regional websites are present and
correct.
• Use ccTLD’s - where possible and practical
• Host in the local country – where possible and practical
• Be careful with proxy serving sites to fool the engines
• Ensure “ALL” variations of your site URL’s are set in GWT
DOMAIN AND HOSTING- SIMPLE ANSWERS
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• Get links from sites with the same TLD (for example - www.otherdomain.in)
• Use local street address and local telephone numbers.
• Prices in local currency.
• Localized information in your meta description and meta keywords helps in Bing.
• Use appropriate country and language Meta Tags.
• Claim or create your listing in Google Places.
THINK LOCAL
Define languages
Define countries
Create language &
country specific content,
build local links
Use local currency /
phone numbers
etc
IA – ccTLD and / or sub-folders/sub
domains
RECAP - GLOBAL SEO PROCESS
Copyright © www.pagetraffic.in
THANK YOU!
www.pagetraffic.com
Website: www.pagetraffic.inEmail: [email protected]: @navneetkaushalBlog: www.pagetrafficbuzz.com