SMX Advanced: International SEO & Site Architecture

Cindy Krum

Issues:

• Multiple languages, currencies, seasonality
• Different search engines
• Different e-commerce laws

Things to Consider

• Design, dev & maintenance cost
• server config & hosting location
• CMS & order fulfillment
• Email, DM, Affiliate and PPC
• SEO

One Site Approach

Everyone goes to a .com and you send users to specific subdomains or directories based on their language/nationality.

Use subdomains or directories with language, country or keyword groupings such as:

• www.deutsch.yoursite.com
• www.deutschland.yoursite.com
• www.stichwort.yoursite.com

Pros:

• easy to set up
• all links to the same domain
• More pages in index
• Flexibility with messaging
• Grouping by language prevents dupe content risk
• Country specific hosting options for subdomains

Cons:

• Homepage in wrong language=confusing
• Homepage ranks in only one language
• Grouping by country risks dupe content

Tips:

• Specify Target Country for each in Google webmaster tools
• Redirect country specific domains to appropriate subdomains
• Multi-Site Approach

Pros:

• Low start up costs
• Can add sites one at a time
• Rank well in multiple country specific search engines
• Country specific hosting

Cons:

• More sites = more sites to update
• More sites to SEO
• Forced to target countries instead of language

Tips:

• Target countries in webmaster tools
• Get appropriate external links
• Link to each of your sites carefully and logically to avoid looking spammy
• Use Language meta tags, html language and local address

Blended Approach (.com with links to .cctld pages via sitemap)

•  Most realistic for worldwide presence
• Can start with .com & build country specific sites as needed
• Most costly to Create & maintain

Tips:

• Don’t specify the .com to a specific country to Google Webmaster Tools
• Let users know you are taking them to another site
• Use java translation & IP sniffing on homepage

The panel seems to agree that subdomains are not as effective as using cctlds.

Use subdomains for language and cctlds for country (e.g. english.frenchsite.com v. english.germansite.com)

Best tip from Kristjan Mar Hauksson – if you are trying to get an idea of search volume call a small friendly search engine and ask them for the data.

If you are using translators get a second opinion.