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For many international brands, global Search engine optimization remains a

virtually untapped arena. According to Oban Multilingual, 70% of internet search

queries are not in English.

Despite the many SEO blogs I subscribe to, I see very little information

posted on global SEO strategies. Below I’ve gathered some of the

international SEO best practices and tips for global search engine optimization.

1. Use Local Domain Extensions: The most effective strategy for

international SEO is the most obvious one. If you’re trying to optimize for

Google.ca and your domain has a .ca extension, you have a great advantage

(though it’s still very possible without one.) In addition to the domain

extension, Google probably looks at the IP address location of your server to

determine the geographical relevance of your site.

2. Translation Isn’t Enough: Many assume that a word-for-word Google

translation of existing website content will result in high rankings on

international SERPs. Those of use who’ve ever read a word-for-word translation

from another language to English realize this isn’t a good idea. You may get

into the SERPs, but your odds of converting the visitor and slim to none.

3. Get Links from international domains: If your site contains a good

diversity of incoming links from many domain extensions (.co.uk, .ca, .fr, etc),

Google will begin to notice your site on the non-US versions of Google.

4. Links to international domains: While I’m not sure if this will

really improve rankings, it at least shows you’re participating in a global

community by linking to international sources.

5. Keyword + Country Landing Pages: I’ve found searchers sometimes do

a keyword search and append their country name to it. (e.g. “ipods uk”) By

optimizing a landing page for this combination, you can begin ranking for the

terms.

6. Do International Keyword Research: It doesn’t make sense to get

your keyword suggestions and counts from keyword tools only showing US results.

Aaron Wall’s International SEO keyword tool allows you to get keyword data from

15 different countries.

7. Know the Local Lingo: Anyone who has traveled to another English

speaking country knows there are significant differences in local lingo. For

example, one of my clients discovered that “shop” is more frequently used than

“store.” in many European countries.

8. Consider Local Search Engines: Google doesn’t exactly rule the

entire world of search….yet. While its still the number #1 engine

internationally, local engines such as Voila in France, Ansearch in Australia,

or Yandex in Russia are very popular. If you’re targeting a certain local

audience, it pays to understand the algorithms of other engines besides Google.

The internet is making the world a smaller place. In the future,

forward-thinking companies will begin to capitalize on world-wide search

traffic, not just from their own country.

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