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SEO Fundamentals
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Adapting ecommerce websites for international audiences


From:

SEO Fundamentals

with David Booth

Video: Adapting ecommerce websites for international audiences

If your target audience crosses countries and languages, there are a few things you want to do to help position yourself well for the search engines. First, and maybe the most obvious, you'll want to consider having your content translated and regionalized for the markets that you're targeting. This can be a big investment, and you'll need to do this right, which means you're not going to get away with dumping your site into Google Translate and copying and pasting back into your ecommerce platform. But the investment is going to pay off for you, because people from different countries that speak different languages are going to be typing in different keywords, and the search engines are much more likely to return relevant and quality content that matches a user's language.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
SEO Marketing
Software:
Google Analytics
Author:
David Booth

Adapting ecommerce websites for international audiences

If your target audience crosses countries and languages, there are a few things you want to do to help position yourself well for the search engines. First, and maybe the most obvious, you'll want to consider having your content translated and regionalized for the markets that you're targeting. This can be a big investment, and you'll need to do this right, which means you're not going to get away with dumping your site into Google Translate and copying and pasting back into your ecommerce platform. But the investment is going to pay off for you, because people from different countries that speak different languages are going to be typing in different keywords, and the search engines are much more likely to return relevant and quality content that matches a user's language.

The next thing to do is to have a unique URL for each of the translated versions of your pages. Many ecommerce solutions don't do this, so you'll want to check and make sure that as you switch between languages, the full URL in the address bar is unique for each. This allows search engines to separate one page from another when determining relevancy for search queries and visitors using different languages. And don't worry about translated pages being considered duplicate content by search engines. Although these pages may be talking about the exact same things, search engines are very good at distinguishing languages, and treat different translations on separate pages as different pieces of content.

From a technical standpoint, we can help search engines identify what language and country the content is targeted to by providing specific metadata on our pages. We do this with what's called the hreflang link element. Say we have one version of a page in English and one version of the page in Spanish. We can use these two link tags on both pages to let the search engines know that these are translations of the same page in specific languages. And we can get even more specific. For example, if we had a special version of the page that was translated into Spanish and regionalized to Mexico, we could instead use a link tag that specifies both the language of Spanish and the country of Mexico.

Crossing borders and languages can be a challenging and rewarding experience, and making sure that your pages are optimized for the regions and languages you're targeting, will help you attract and convert the right audiences.

There are currently no FAQs about SEO Fundamentals.

 
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