ISS – Bill Hunt Global Search Strategies

There is a general awareness regarding International Search and the necessity to. Major corporations are dealing with:

  • Team
    • Build your global team
  • Linguistic
    • Maximize your content and keywords
  • Infrastructure
    • Offers scaling opportunities

INFRASTRUCTUE
many countries and languages are a challenge right from the start. Working with local teams is essential – the local agencies need requirements to optimize content. High level organisation can dramatically improve online performance. Templates are often an issue.

LOCATION & LANGUAGE DETECTION
Google is trying to serve up content unique to country level – IP detection. Ranking reports are inaccurate – don’t have our reports all generate out of a single country !

Use correct META language tags

Use TLD as you can – but it’s considerably more expensive and complex to manage

Use the Google Geographical targets to sort languages and countries

MAXIMIZE WW Link Architecture – have many TLDs? there may be many link opportunities

TRANSLATION – don’t use google translate as a substitute for localisation !

LOCALISATION

  • translators are not familiar with optimisation techniques
  • avoid machine translations
  • leverage SE optimised templates
  • ensure site map includes local content
  • integrate keyword research into glossary development

Team & organisation issues are a big thing – BUILD A CULTURE OF SEARCH

  • build a culture of search
  • develop local awareness
  • where you have them, trust your local team

Build a centralised team structure – can be a single person who creates awareness and a work flow to get the process into regional locations. deploy performance metrics from regional

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