Vegas2012 pubcon-kennedy-global-1
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This document summarizes strategies for optimizing websites to target specific countries through search engines. It discusses using country-specific top-level domains, hosting in specific countries, using the correct language, obtaining inbound links from within the target country, geo-targeting websites in Google Webmaster Tools, and avoiding duplicate content filters. The document also provides tips on how to find good hosting providers in China and how to properly target Google AdWords campaigns to different countries.
Vegas2012 pubcon-kennedy-global-1
- 1. Myth-Busting: Global Geo-targeting Google Presented by: ANNE KENNEDY International Search Strategist Managing Partner, Beyond Ink Global Partners - Nordic eMarketing
- 2. Anne Kennedy Search Marketing consultant for 15 years for hundreds of companies Founded Beyond Ink, Helium, Joblr.net and SEONews.net Specialized in architecture then -- Launched Zillow.com with 67 million pages -- now International --search Marketing in 20+ languages around the world Advisory board SES and SEMPDX; speaker worldwide for 10 years, SES, SMX, PubCon, International Search Summit, International Writer: Classified Media, Association WebMarketingToday.com, SearchCowboys, Whitepapers and new book Global Search Engine Marketing - fine-tuning Your Search Engine Results
- 3. Search Engine Location Top Level Domain Factors www.yourcompany.au or www.yourcompany/au or au.yourcompany.com + Hosting + Language + Location information and/or Google Places + In-Country Links from sites with in country ccTLDs + WebMaster Tools Geo-location Mapping Global Search Media 2011
- 4. Bot Looks for ccTLD Country-coded Top Level Domain Or directory extensions on your.com domain credits link value of your.com accepts same set of country-code extensions, e.g. your.de, your.com.au, your.in verified in WMT under your core domain Or subdomain, e.g. in.your.com requires separate verification in WMT
- 5. Generic or International TLD E.g. your.com or your.net Google Support Forum says Google needs other signals!
- 6. IP Location Carries weight for generic domain a .com hosted in Japan is a Japanese site Low level signal can be overridden Webmaster Tools, hreflanguage tags Local Hosting may add speed of delivery of pages quick response may increase visibility Exception: Great Firewall of China
- 7. How to Find a Good Host in PRC Find a domain that is ranking well Find servers on whois suss out host Thanks Bill!
- 8. Language Signals your target country but many languages shared by countries English content on non-English domain Use the hreflanguage tag: for multiple language versions of a website, each language must use rel=alternate hreflang=x. A page in German needs to have a rel=alternate hreflang=x link to the English and Spanish version and the English and Spanish version must include a link pointing to the German site.
- 9. Using the hreflanguage tag http://www.yours.com/ contains the general homepage of a website, in Spanish http://es-es.yours.com/ is the version for users in Spain, in Spanish http://es-uk.yours.com/ is the version for users in United Kingdom, in Spanish http://en.yours.com/ - is the generic English language version Use the following markup to specify language and region: <link rel=alternate hreflang=es href=http://www.yours.com/ /> <link rel=alternate hreflang=es-ES href=http://es- es.yours.com/ /> <link rel=alternate hreflang=es-UK href=http://es- uk.yours.com/ /> <link rel=alternate hreflang=en href=http://en.yours.com/ />
- 10. Inbound links Powerful authority in any country From local domains With anchor text in relevant keywords To local content on your site With local keywords in the content
- 11. How to Find In-Country Links Open Directory Project dmoz.org 1.9 million listings in 46 languages, from Afrikaans to Ukrainian www.dmoz.org/World Wildcard search E.g. for lists of directories in Argentina use www.web directory site:*.com.ar -Google Google Translate helps you find your way around results in a foreign language
- 12. GWT Geo location Reads mapping in your Google Webmaster Tools account Sets Results to that Country ONLY do not use if you want to target multiple countries with a single language (not recommended)
- 13. How to Map in GWT Geo-targetable domains listed at Google Webmaster Tools forum answer here.
- 14. Avoid Duplicate Content Filters WMT geo-location In-country links Unique page titles and directory URLs in the language you are targeting Rewrite your session IDs!
- 15. What Not to Do Fallback English Content + foreign domain Make up extensions -- your.com/lasp Link to your own sites only: your.in + your.de + your.co.uk all >your.com Rely on mostly on US links
- 16. How to Target Adwords 1. Set up a separate campaign for each country 2. Use location targeting and Language targeting to reach expats - e.g. Brits living in Spain
- 17. AdWords Clarity Tips 1. Set up a separate campaign for each country 2. Use location targeting and Language targeting to reach expats e.g. Brits living in Spain Create keyword list & ad text in same language Allow for time zones Adwords Resource Google Support Forum and click on AdWords
- 18. A discount for you . .. Get a publishers discount code 30% off at Pearson Que Biz Tech Series Enter Discount Code GLOBAL30
- 19. Thanks! Anne Kennedy International Search Strategist MANAGING PARTNER | Beyond Ink Global Search Partner: Nordic eMarketing Beyond Ink Portland Maine & Portland Oregon, USA Reykjavik , London, Rome, Beijing anne@beyondink.com| Tel: +1 207 671 6131 @ GlobalSEMPro