Upload
guestca744f
View
1.507
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
International Site Architecture:
Are We Speaking the Same Language?
-Cindy Krum
• Multi-National Brands Face Different Web Issues:
– Multiple Languages, Currencies Measurements & Seasonality
– Different Search Engines – Different E-Commerce Laws– Inconsistent Marketing Aesthetics
• Site Architecture Can Help Address these Issues
Site Architecture Options
• One Site-Subdomains & Subdirectories-Translation Software
• Multiple Sites-A Site for Every Country
• Blended-One International Site & Multiple Country Specific Sites
• Things to Consider– Design, Development & Maintenance Cost– Server Configuration & Location– CMS & Order Fulfillment– E-mail, Direct Marketing, Affiliates & PPC– Traditional Advertising– SEO
SEOand some of the other stuff…
ONE SITE
ONE SITE
SUBDOMAINS & SUBDIRECTORIES
One Site: Subdomains/Directories
• Cons:
– Homepage in Wrong Language = Confusing
– Home Page Only Ranks in One Language (but multiple countries)
– Grouping by Country Risks DUPLICATE Content(Grouping by Language does not)
• Pros:– Easy to Set Up– Links & Traffic All Point to
One Domain– More Pages in the Index– Flexibility with Messaging– Grouping by Language
Prevents Duplicate Content– Country Specific Hosting
Option (Subdomains)
– Specify Target Country for Each in Google Webmaster Tools
– Redirect Country Specific Domains to Appropriate Subdomain or Subdirectory
– Internal & External Links• Appropriate Language Sites w/Appropriate Anchor Text• Country Specific Domains (External)
– Language Meta Tag, HTML Language & Local <Address>
One Site: Subdomains/Directories
SEO TIPS
ONE SITE TRANSLATION
One Site: Translation
• Pros: – Best User Experience– Can work with Legacy
CMS, Meta Data, Content & Feeds
– Robust Translation Software=More Scalable
• Cons:– Harder to Setup– Natural Inbound Links
Could be in Wrong Language
– Don’t Set A Location in Google Webmaster Tools
– Redirect Country Specific Domains to Appropriate Translation
– Check the Work of Your Translation Software
– Allow Users To Change Language/Location& Set Language Cookie
– Minimize ‘On Page’ JavaScript, or Have Everything Happen on the Server
– Language Meta Tag, HTML Language & Local <Address>
One Site: Translation
SEO Tips
MULTIPLE SITES
Multiple Sites:
• Pros: – Incrementally 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 (Inventory, News, Specials etc.)
– Multiple Sites = Multiple SEO Efforts = Harder to Rank in ‘.com’
– Forced to Target Countries Instead of Languages
Multiple Sites:
SEO TIPS– Target Country in Google Webmaster Tools
– External Links• Appropriate Language Sites w/Appropriate Anchor Text
• Country Specific Domains
– Link Your Multiple Country Sites Carefully & Logically
– Language Meta Tag, HTML Language & Local <Address>
BLENDED
Blended
• Pros:– Most Realistic for
World Wide Presence– Can Start with ‘.com’ &
Build Country Specific Sites as Needed
• Cons: – Most Costly to Create,
Maintain & Update
Blended:
SEO TIPS– Specify Countries in Google Webmaster Tools, but Not the
International Site
– Link Your Multiple Country Sites Carefully & Logically
– External Links Should Be Logical• International on the International Site
• Country Specific on Country Specific Sites
– Let Users Know You are Taking them To Another Site
– Use Java Translation & IP Sniffing on Homepage
Thanks!