International SEO Fundamentals: Reaching your Audience Globally

© 2016 Adobe Systems Incorporated. All Rights Reserved.

International SEO Fundamentals: Reaching your Audience GloballyYuliana Kronrod | Global SEO Manager


North America

Latin America

Asia Pacific

JapanEMEA

(Europe, Middle East & North Africa)

62 Geo sites 32 languages

> 450 million visits per month

Adobe’s Global Digital Footprint


Global SEO Areas of Impact

3

Localization

Content adapted to a local market

Mobile Usability

Content performs well on any device

Global Technical SEO

Content can be found in local search


Localization

4


Why Localize?

5


SEO Localization Objective

6

Relevant Content

Search Demand

Search Intent

Content that web users find helpful, informative, engaging, or entertaining.

NavigationalInformationalCommercial InvestigationTransactional

Which keywords and how often local users type into search engines to find information


Adobe’s SEO Localization Process

7

Small pool of vendors localizing all marketing content incl. Search Most assignments per language, not product SEO best practices training In-country keyword research Keywords mapped to preferred landing pages and integrated into

title, meta description, body copy, other page elements Review:

• regional marketing managers• independent in-country linguistic reviewers• SEO team

Localized & optimized content goes live SEO team performs live QA Measure success

SEO Visits and other business KPIs Rankings & Share of Voice vs competition

SEO Keywords/PL

Ps

Content localization

Search/Geo review

Launch


There’s More Contact Information (phone #, physical address) Customer Stories, Testimonials Locally-Relevant Offers Events Social Accounts Currency Shipping Terms Return Policies Certifications Consistent Internal Linking

8



9



10


What Does Global Technical SEO Solve For?

Indexing

11

Geotargeting


Indexing of Global Content

Create XML sitemaps for every Geo site Set up Google Search Console Submit sitemaps Monitor indexing and errors


Other Helpful Features of Google Search Console

Fetch as Google – on-demand indexing and rendering of pages Remove URLs – temporarily remove URLs from search results robots.txt Tester – test file for errors and find out if a page is blocked Index Status – total # indexed, blocked by robots.txt, or removed

URLs URL Parameters - indicate how Google should handle parameters in

your URLs

© 2016 Adobe Systems Incorporated. All Rights Reserved. 14

Geotargeting Challenge


Geotargeting Challenge


Improve Geotargeting

Indicate target language-countryfor each page in XML sitemaps, HTTP headers, or

on-page HTML link elements


Improve Geotargeting

SEO win: Regional pages rank in correct Geos Users are able to find relevant content


Adobe Pilot

Impact: UK pages replaced US pages in Google UK SEO visits to UK pages up +720% Revenue up +416%

More details: http://bit.ly/1QUqTCR


Georouting / Geolocation

19


Mobile Usability

20


Mobile-Friendly Update - April 21, 2015

Affected only search rankings on mobile devices Affected search results in all languages globally Applied to individual pages, not entire websites


Mobile-Friendly Test

22

https://www.google.com/webmasters/tools/mobile-friendly/


Allow Crawling of JavaScript, CSS, and Image Files

23


Mobile Usability section in Google Search Console

Reports pages with the following errors: Touch elements too close Content not sized to viewport Viewport not configured Small font size Fixed-width viewport


Mobile-Friendly Label


2nd Mobile-Friendly Update – May, 2016

Will increase the effect of the mobile ranking signal. If you've already made your site mobile-friendly, you will not be

impacted by this update.


Global SEO Areas of Impact

27

Localization

Content adapted to a local market

Mobile Usability

Content performs well on any device


Content can be found in local search


How Adobe Experience Manager Helps Achieve SEO Goals

Global brand consistency … balanced with local flexibility SEO-friendly page templates Responsive web design & mobile apps Built-in localization Flexible site architecture SEO-friendly URL naming Auto-generated sitemaps


Q&AYuliana Kronrod

[email protected]: @ykronrod

LinkedIn: bit.ly/ykronrod

Marketing

International SEO Fundamentals: Reaching your Audience Globally