Opportunities in Global SEO

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1. Missed Opportunities In International Search Bill Hunt @billhunt 2. ã20+ Years in Search & Digital Marketing ãSolve Enterprise Search Problems 67 of F100…
  • 1. Missed Opportunities In International Search Bill Hunt @billhunt
  • 2. •20+ Years in Search & Digital Marketing •Solve Enterprise Search Problems 67 of F100 brands •Audience Insights & Consumer Opportunity Mining About Bill Hunt & Back Azimuth
  • 3. Typical Business Problem: We get very little traffic to our local market sites despite localizing it into the local language.
  • 4. Barrier – String Translation Source: Motoko Hunt – www.ajpr.com
  • 5. Barrier – String Translation
  • 6. Prestige or Popularity? Brand Manager wanted to be “more sophisticated” so used less popular phrase without realizing the missed opportunity
  • 7. 80% drop in click for brand phrases Barrier – Incomplete Translation/Message
  • 8. 100% recovery for brand phrases when meta description was localized with relevant message Barrier – Incomplete Translation
  • 9. Do you know where your XML Site Map is? 1). Requesting: http://www.mysite.com/sitemap.xml Server Response: 302 Found location: https://www.mysite.com/sitemap.xml 2). Requesting: https://www.mysite.com/sitemap.xml Server Response: 301 Moved Permanently Location: http://www.mysite.com/int-en/sitemap/index 3). Requesting: http://www.mysite.com/int-en/sitemap/index Server Response: 302 Found location: https://www.mysite.com/int-en/sitemap/index 4). Requesting: https://www.mysite.com/int-en/sitemap/index Server Response: 302 Found Location: https://www.mysite.com/en-ww/ 5). Requesting: https://www.mysite.com/en-ww/ Server Response: 200 OK
  • 10. IP Detect on XML Site Map • Site did not exclude search engine “user agents” so cannot get xml file.
  • 11. Typical Business Problem: We get very little sales from our local market sites despite ranking very well and spending a fortune on SEO.
  • 12. Local Rank Status Report Question: How many local pages were the ranking page before and after implementation Source: HREFLang Builder Local Page Performance Report
  • 13. Forgetting to Localize Meta Description
  • 14. Is the right page ranking?
  • 15. Is the right page ranking?
  • 16. http://consumer.huawei.com/en/mobile-broadband/mobile-wifi/index.htm Is the right page ranking? http://consumer.huawei.com/au/mobile-broadband/mobile-wifi/index.htm
  • 17. Fixing Indexing & HREFLang SPONSORED BY
  • 18. SPONSORED BY
  • 19. MISSING BI-DIRECTIONAL LINKS SPONSORED BY
  • 20. Mixed Signals – XML vs. In Page Tags 20
  • 21. Typical Business Problem – V2: We get very little traffic to our local market sites despite spending a fortune on SEO.
  • 22. 74% of Pages Not Indexed Source: Index Checker – www.hrefbuilder.com/index-checker
  • 23. 58% Increase in Organic Traffic Country Dec Jan Feb Mar April May Jun % Change Australia 275 244 238 1,325 1,487 1,599 1,755 86% Canada 1,238 1,198 1,264 2,243 2,287 3,366 4,489 72% Germany 18,654 18,992 18,479 21,556 24,889 34,555 49,211 62% India 5,890 6,045 5,968 8,869 11,224 13,887 18,952 69% Japan 14,689 16,036 15,832 16,401 16,777 18,334 19,972 21% Russian Federation 7,644 7,423 7,589 7,844 7,999 9,935 12,541 39% South Africa 98 84 112 4,892 6,557 6,971 7,750 99% United Kingdom 2,988 3,312 3,268 5,569 6,874 8,831 11,578 72% Total 51,476 53,334 52,750 68,699 78,094 97,478 126,248 58% Country Dec Jan Feb Mar April May Jun Change Global 487,333 486,690 486,552 512,995 582,447 586,111 625,881 22% United States 223,698 223,698 223,698 286,955 387,149 398,521 427,338 48% No Cannibalization of Global or US Sites
  • 24. Confirm Index Rates
  • 25. Incorrect Canonical Tags
  • 26. Incorrect Canonical Tags www.hrefbuilder.com
  • 27. Incorrect Canonical Tags 88% drop in traffic due to deindexed pages
  • 28. Incorrect Canonical Tags HREFLang Elements and Canonical Tags are NOT the same thing
  • 29. Mixed Signals – XML vs. Canonical Canonical was to en-US but HREFLang was to en-us
  • 30. Typical Business Problem: We set IP detection to give our users a better experience but traffic has decreased.
  • 31. Barrier – Forced Country Selection
  • 32. Barrier – Forced Country Selection
  • 33. Barrier – Faulty IP Detection Logic Searched Google Lithuania #1 Result: US Site for exact product Redirected to Swiss Italian Home Page
  • 34. Barriers – Aggressive Cloudflare Settings
  • 35. Barriers – Cookie Settings vs. IP IP Switcher for Germany but still blocked
  • 36. IP the Location but Content is Different • URL changes but content is adapted based on browser language 36
  • 37. IP/Language Detection - Tests • What is the default – non-detected version? • What happens with search engine visits? • User Agent detection and allow Engines to access what they are requesting (this is NOT Cloaking)
  • 38. Not Managing Centrally/Globally Leveraging templates, business rules and uniform process to achieve optimization scale and performance in every market with minimal resources
  • 39. Domains/Language Structures 187 different ways sites are setting country and language AmEx has 22 different configurations of home pages
  • 40. Incorrect Language Tags
  • 41. Benefits of Centralized Program •Eliminated need for local market On-page SEO saving over $150k globally •Funded internal dev team that is creating modules for all market companies •Centrally managed page templates and core content eliminated need for 40+ local creative/web agencies •Reduced XML and HREFLang Errors to nearly 0
  • 42. UK DE CH IN BE IE AT PT Keyword Research Y Y Y Y Y Y Y N Content Availability 360 360 150 300 8 40 160 0 Business Goals Alignment 300 340 50 250 8 10 160 0 Content Sharing N N N N N N N N Team Resources Y Y N Y N N Y N Localization Tools Integrated Y Y Y Y N N Y N SEO & Localization Integrated Y N N Y N N Y N Glossary Word Validation N N N N N N N N Government Restrictions Y Y Y Y N N Y N Active Campaigns Y Y Y Y Y Y Y N Analytics Integration Y Y Y Y Y Y Y N Program Cooperative Y Y N N N N N N Content Collaboration Matrix
  • 43. Key Takeaways •Test key points of failure to ensure expectations are met •Ensure local pages are ranking •Ensure local pages are indexed •Capture the low hanging opportunity
  • 44. Tools Discount HREFLang XML Builder – www.hrefbuilder.com Use “ISS-Slideshare” and get 10% off subscription
  • 45. Bill Hunt Back Azimuth Consulting bill@back-azimuth.com Questions?
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