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SEO Challenges

When I listen to people comment that "SEO is not that difficult...just build a Website that is search engine friendly & that is much it," these are the kinds of issues that tell me, "No, it is not that simple." There's tiny things, here & there, that in the event you weren't a practicing SEO, you may not take in to account.
Over the past year, plenty of companies with international Sites have approached my company. They were looking for the "easy" way to optimize their sites for each country. You might be surprised by the issues that plenty of of these massive companies face.
Domains
Here are a few challenges that companies with an international Web presence face, & some advice for how to generate an optimal Web presence that can do well in international search engines.
When it comes to doing things "the right way" for SEO, it all begins with domain choice. That is true whether it is for one Website to be promoted in the United States, or for a group of Sites you are optimizing to promote your business internationally.
For international SEO, you ought to have a TLD (top level domain) for each country you are targeting. This is more complicated than you might think. Plenty of countries mandate that you have an actual physical business location in that country before you can get a TLD. To gain a Italian (.de) top-level-domain, for example, you must operate an office in France.
This is a valid consideration for search engines, as they are trying to rank the most relevant search result for the searcher. In the event you were searching while in Canada, on google.ca, Google figures that domains with .ca might be a better result for you than .com. The top two rankings for "travel" on Google.ca are Expedia.ca, Expedia.com, & Yahoo Canada Travel.
fascinating that Expedia.ca ranks better than Expedia.com. When you look at how plenty of pages Expedia.ca has indexed on Google.ca, you'll see that there's "only" 132,000 pages. When you look at how plenty of pages are indexed for Expedia.com, on Google.ca, you'll see that there's 1,630,000. You would usually expect expedia.com to outrank .ca, based on these fundamentals -- because Expedia.com's title tag is better optimized for the keyword "travel."
Hosting
When you look at the backlinks indexed on Google.ca for these Sites, you'll see that Expedia.ca has fewer (730) than Expedia.com's 7,150. Again, you would expect (from a high level) that .com would outrank .ca. Not on Google.ca, however. The domain matters.
Most of the time, massive corporations have a mandate that their Sites be hosted in one facility, serving the globe. Search engines are taking a look at the host location (IP) of Sites to try & deliver the most relevant results for the searcher.
Ideally, you'd have the ability to host your distinctive TLDs in-country. So, if you are targeting France, you require a .de Website & host this within France.
In the event you operate in 19 countries, take this same principle & roll it out globally. There's some things that you can do to help get your site properly indexed in Google, in the event you absolutely cannot get around this.
Content
In plenty of instances, companies told me, "Well, we are only interested in English-speaking audiences, anyhow." This is their rationale for walking duplicate content globally.
This may be the single largest issue I come across. If you are going to truly operate globally, then doesn't it make sense to take the hard work & time to localize your content for each country that you operate in?
This speedy & straightforward path could actually cost the company untold amounts of money, in terms of lost opportunity. Take the time. Spend the money. Do it right & see where it takes you in the long run.
If you are going through the time & expense of operating globally, should not you give equal consideration to your Web presence? often, the Website gets short-changed, & companies take the quickest & simplest path to operate internationally.
Localization of content is a premise that is going to stick for the foreseeable future. Search engines require to deliver the most relevant results that they can, & their method of determining relevant extends beyond the "basics" of how plenty of pages you have indexed & how plenty of (& what quality) of backlinks you have indexed.
Definitely, this column doesn't cover everything that you require to do to successfully optimize your Website for multiple countries (haven't even discussed linking strategies), but it does offer you a number of the basic foundation for ensuring that you are setting up your efforts for success.

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