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
Sante J. Achille
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