international_and_europe-andy_atkins_krueger.ppt
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International and European Site Optimization
Andy Atkins-Krüger
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Best in class performance– Search-trained native speakers
– Over 10 years experience
– Advanced SEO & SEM strategies
Low agency fees– 32 languages in one hub
– Low operational overhead
– Smart processes
Synchronised global search
Outstanding ROI 120 clients
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Here’s our World Trip!
The opportunity
Search engine forces
International SEO tips
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
World IP Distribution – Ex. US
Source:domaintools.com
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Country Domain Distribution
Source: John Yunker – Byte Level Research
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Unique Users – 15 European Countries
0
5000
10000
15000
20000
25000
30000
35000
40000
Source: comScore qSearch March 2008
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing ForcesHello – I’m ‘United
Googledom’I reign supreme in the
Americas and Western Europe
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
I’m loads-a-moneysoft and I’m going to buy my way in –
soon....promise
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing ForcesI’m Yafoon – I used to be a US search engine but I’m
now most important in Japan and Korea
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
Hello from ‘Slavex’ – I represent several slavic engines with combined
power in Eastern Europe
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
Watch out Googledom – we’re ‘Baidukhan’ – and
we’re a BIG threat..
![Page 13: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/13.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
The Opposing Forces
And we’re the local rebels everywhere you’re all trying
to wipe out...
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 1Large regional search engines are often cheaper per click than Google – but still offer volume!
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Top 10 tips in ascending order!10
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Use UTF-8
character encoding10
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
UTF-8 (Unicode)Backwardly compatible with Ascii
Encodes up to four-byte characters
Copes with any language from Chinese to Arabic with diacritics – over 100,000 individual characters
“We have long used Unicode as the internal format for all the text we search: any other encoding is first converted to Unicode for processing”
Mark Davis, Senior International Software Architect
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Don’t ‘translate’ metatags and page titles9
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Do not translate OR
localise your keywords
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Fussballschuhe
voetbal schoen
football boots
scarpe da calcio
botas de fútbol
футбольная обувь
Plurals
Prepositions
Accents
Alternate spellings
Disaggregation
Inflection
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Linguistics Affects Algos
Yandex search algorithm is fully tailored to Russian language:
«ИЗВЕРГАТЬ» ( “TO ERUPT”) изверг, извергав, извергавшаго, извергавшагося, извергавшая, извергавшаяся, извергавшего, извергавшегося, извергавшее, извергавшееся,
извергавшей, извергавшейся, извергавшем, извергавшемся, извергавшему, извергавшемуся, извергавшею, извергавшеюся, извергавши, извергавшие, извергавшиеся, извергавший, извергавшийся, извергавшим, извергавшими, извергавшимися, извергавшимся, извергавших, извергавшихся, извергавшия, извергавшияся, извергавшую, извергавшуюся, извергаем, извергаема, извергаемаго, извергаемая, извергаемо, извергаемого, извергаемое, извергаемой, извергаемом, извергаемому, извергаемою, извергаемую, извергаемы, извергаемые, извергаемый, извергаемым, извергаемыми, извергаемых, извергаемыя, извергает, извергаете, извергается, извергаешь, извергай, извергайте, извергал, извергала, извергалась, извергали, извергались, извергало, извергалось, извергался, извергать, извергаться, извергаю, извергают, извергаются, извергающаго, извергающагося, извергающая, извергающаяся, извергающего, извергающегося, извергающее, извергающееся, извергающей, извергающейся, извергающем, извергающемся, извергающему, извергающемуся, извергающею, извергающеюся, извергающие, извергающиеся, извергающий, извергающийся, извергающим, извергающими, извергающимися, извергающимся, извергающих, извергающихся, извергающия, извергающияся, извергающую, извергающуюся, извергая, извергла, извергли, извергло, извергнем, извергнет, извергнете, извергнешь, извергни, извергните, извергну, извергнув, извергнувшаго, извергнувшая, извергнувшего, извергнувшее, извергнувшей, извергнувшем, извергнувшему, извергнувшею, извергнувши, извергнувшие, извергнувший, извергнувшим, извергнувшими, извергнувших, извергнувшия, извергнувшую, извергнул, извергнут, извергнута, извергнутаго, извергнутая, извергнуто, извергнутого, извергнутое, извергнутой, извергнутом, извергнутому, извергнутою, извергнутую, извергнуты, извергнутые, извергнутый, извергнутым, извергнутыми, извергнутых, извергнутыя, извергнуть, извергшаго, извергшая, извергшего, извергшее, извергшей, извергшем, извергшему, извергшею, извергши, извергшие, извергший, извергшим, извергшими, извергших, извергшия, извергшую
Yandex search results will include all 166 grammar forms of this word
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Adopt a global PR strategy8
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Online PR – 25 languages
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Online PR – 25 languages
![Page 25: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/25.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Manage 301s7
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
301s Sort out the PlumbingTypical global site has:• 00s of links going to
“Page Not Found”• Domains around the
globe incorrectly set• Several meta-refreshes
And is still looking for links!
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Keyword URLs6
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Source local links5
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local links
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local Links
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Local Links
![Page 32: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/32.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
‘Polishing machines’ 研磨抛光机设备
1st
3rd
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Use a smart Geo-selector4
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
![Page 36: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/36.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Smart Geo-Selector
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Expert keyword research3
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
What do you do if there’s no direct translation?
“City breaks” has no direct equivalent in most European languages
“30% off” doesn’t work in Polish
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Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Input methods impact search
![Page 40: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/40.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
ccTLDs or local hosting2
![Page 41: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/41.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Domain Targeting
• www.yourdomain.de
• de.yourdomain.com
• de.otherdomain.com
• www.yourdomain.com/de/
NeedLocalLinks Need
LocalLinks
NeedLocalLinks
![Page 42: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/42.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
International SEO Tips
Language & content presentation1
![Page 43: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/43.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 2Manage duplication of content between SAME language sites
![Page 44: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/44.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
![Page 45: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/45.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
![Page 46: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/46.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
Language dependent processes
![Page 47: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/47.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language content & presentation
Spidering
Language detection
Language dependent processes
Index & query
response
![Page 48: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/48.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language detection
Defined by Character sets
Confused by character sets
Romanian English - Indonesian – Malay – Swahili
German Danish – Norwegian
Swedish Bosnian – Croatian
Turkish Sanskrit – Hindi – Marathi – Kashmiri – …
Thai Arabic – Kurdish – Punjabi – Pashto – Urdu ….
Hebrew Mandarin – Cantonese – Japanese
Icelandic Russian – Bulgarian – Ukrainian
Greek Finnish - Estonian
![Page 49: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/49.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Language detection
Language Defining common word patterns
Polish Consonant clusters - "rz", "sz" , "cz", "prz", "trz"
English Frequent words – an, in, on, the, that, is, are
Simplified chinese ‘Common radicals’ distinguish from traditional
Czech To distinguish from Slovak: does not use ä, ľ, ĺ, ŕ, ô
Latvian Does not have letters q, w, x, y
Dutch Letter sequences ij, ei
Turkish Frequent words – bir, bu, fakat, oldu, şu
Italian Almost every word ends in a vowel
![Page 50: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/50.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Killer Tip 3
Synchronisation is essential to success!
![Page 51: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/51.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Synchronised global search
![Page 52: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/52.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
Synchronised global search
![Page 53: international_and_europe-andy_atkins_krueger.ppt](https://reader038.vdocuments.mx/reader038/viewer/2022102922/5463c27eaf7959624d8b64ce/html5/thumbnails/53.jpg)
Andy Atkins-Krüger - CEO WebCertain - International SEO – Pubcon 08
1 2 3 4 5 6 hours
•Paris
•Vienna
•New York
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•Cairo
•Istanbul
•Moscow
•Madrid
•Berlin
•Amsterdam
•Budapest
•Marrakech
•Stockholm
•Rome
•Athens•Baghdad
•Brussels
•Copenhagen
•Algiers
•Belgrade
•Munich•Sofia
•Reykjavik
•Tehran
•Tel Aviv
•Beirut•Dakar
•Kiev
•Boston
Our Backyard
•Mecca