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Multinational
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Who cares?](https://image.slidesharecdn.com/08-tuesday-lindsaywassell-finalv2-191015134412/75/SearchLove-London-2019-Lindsay-Wassell-Managing-Multinational-Multilingual-SEO-in-Motion-3-2048.jpg)
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SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
The document discusses strategies for managing multinational and multilingual migrations, focusing on key changes such as CMS and backend technology transitions, URL structures, and SEO impacts. It emphasizes planning for complex lang/geo segmentation methods, the importance of hreflang mapping management, and testing redirects, particularly when backend technology changes. Key takeaways include prioritizing SEO and accommodating the diverse wish lists of various teams involved in the migration process.
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SearchLove London 2019 - Lindsay Wassell - Managing Multinational & Multilingual SEO in Motion
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- 2. …is pretty bleakwithout you. This room
- 3. Resilient, Resourceful, Creative,Ass-Kickers. [That’s you!] Multinational Migrations Who cares?
- 4. How to successfullymanage the process of a multinational/lingual migration. This talk is really about
- 5. What is aWeb Migration?
- 6. The Big 3Changes Web Migrations CMS or Front-End Framework WordPress -> Sitecore HTML5 -> React.js Back-End Technology .NET -> Python IIS -> NGINX Domain or Sitewide URLs www -> non-www .co.uk -> .com BIG 3 Changes E.G.
- 7. Potential SEO ImpactsWeb Migrations CMS or Front-End Framework • URL Changes • Navigable Structure • CDN • SE Accessibility • Speed Back-End Technology • Redirect Tech • XML Sitemap Generation • Log Files Domain or Sitewide URLs • Authority of Domain • Authority of Page • Secure/Non-Secure • KW Inclusion BIG 3 Changes
- 8. Might look likethis Web Migrations NEWSAMEOLD Product Content Pages URLs Languages Geographies
- 9. Might look likethis… Web Migrations NEWOLD Product Content Pages URLs Languages Geographies SAME
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- 19. 1. Lang/Geo SegmentationMethod 2. Hreflang Management 3. Redirects & Capacity to Implement 4. Establish SEO as Priority 5. Sponsor Other Teams’ Wish Lists Key Success Factors for Multinational Migrations
- 20. Plan for MessyLang/Geo URL Segmentation expect mixed methods
- 21. Lang URL SegmentationMethods Lang URL Folder Subdomain TLD cherrypize.com/fr/ (very rare) fr.cherrypize.com
- 22. Lang URL Folder Subdomain TLD cherrypize.com/fr/ (very rare) fr.cherrypize.com LangURL Segmentation Methods
- 23. They need toknow about language TLDs. Lang URL Segmentation Methods
- 24. Language Location TLDHreflang Description Breton Brittany, France .bzh Yes For websites in the Breton language or about the culture. Catalan Catalonia, Spain .cat Yes For websites in the Catalan language or about the culture. Basque Basque, Spain & France .eus Yes For websites in the Basque language only. Galician Galicia, Spain .gal Yes For websites in the Galician language or about the culture. Lang URL Segmentation Methods
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- 27. Consider… • IT Management& Maintenance • Authority of Domain Consolidation • Marketing & PR Resources • Market-Level Analysis (the SERP data) • Market-Level Awareness (local preferences) • Business Needs Geo URL Segmentation Methods
- 28. Tell them theydon’t get to pick just ONE lang/geo method.
- 29. cherrypize.com/en-us/ cherrypize.com/en-au/ tartesauxcerize.ca/fr/ tartesauxcerises.fr cherrypize.com/jp-jp/ cherrypize.com/es-mx/ France likes correct spelling.TLD available. J de.cherrypize.com Germany team likes the old CMS. .com working okay in some of our markets. Our French market prefers French. Couldn’t get a TLD. L Canadians don’t like to shop on .coms. Mixed Segmentation Methods
- 30. Plan for HreflangMapping Management not just hreflang implementation
- 31. HTML Header Tags XMLSitemap Attributes Choose One Hreflang Publishing Methods
- 32. Capacity to PublishHreflang ≠ Mappings Management Hreflang Publishing Methods
- 33. Key Factors Scenario: PhasedMultinational Migration 30+ lang/geos to be deployed, one at a time, over 2 years. Completely new IA, pages and URL structure. Hreflang implementation deemed out-of-scope due to mapping complexity. Hreflang Issue EXAMPLE
- 34. The challenge isNOT how hreflang is published. The challenge is managing hreflang mappings. Hreflang Issue EXAMPLE
- 35. Our Solution: Google Sheetsto manage evolving mappings. Google Apps Script to generate 30+ XML Sitemaps with hreflang annotations. Hreflang Issue EXAMPLE
- 36. Step 1: Build Mappingsin Google Sheets Step 2: Execute Apps Script Hreflang Issue EXAMPLE
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- 38. Test Redirect Implementation especiallywhen back-end tech is changing
- 39. Site-wide rules andsettings. Where handled (CDN, Client, Code/UI, Server). Special handling for users/user-agents. Redirects New back-end tech? Find out:
- 40. Tell them howmany times your redirects have been de-scoped at launch. Redirects
- 41. Redirects Post-Launch, Review LogFiles to analyze redirect behavior. Especially for GoogleBot.
- 42. Establish SEO asa Priority organic search traffic is not a guarantee
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- 44. ACMEvelo.fr ACMEbike.fr Scope Change Last minutedomain rebrand added to migration scope. EXAMPLE
- 45. Scope Change Last minutedomain rebrand added to migration scope. Migration Enthusiastic SE Re-evaluation Harsh Reality Scope Change EXAMPLE Scope Change Last minute domain rebrand added to migration scope. EXAMPLE
- 46. Get a seatat the boardroom table, and repeat.. What’s an SEO to do? Organic search traffic is not a guarantee. Talking about SEO is not the same as implementing SEO. Organic search traffic is valid as a top priority in migration.
- 47. Organic search trafficis not a guarantee. Show figures, values and highlight risk
- 48. Sponsor Wish Listsof Other Teams for additional SEO wins
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- 50. I wish. Iwish…SEO for search engine friendly URLs
- 51. • Better URLconventions • Link-worthy, 10x content • Consolidation (weak domains, duplicate content) • Improved/more body copy • JSON-LD SEO Wish Lists Multinational Migration
- 52. …everybody has awish list.
- 53. Content PR IT CEO Support…everybody hasa wish list.
- 54. PR – mediakit, campaigns moved on-site Customer Support – Robust FAQ Product – Better visibility for key products Content – More input control in CMS IT – Secure protocol (https) Legal – Accessibility standards Wish Lists Multinational Migration SEO GOLD MINE
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- 56. Plan for MessyLang/Geo URL Segmentation expect mixed methods
- 57. Plan for HreflangMapping Management not just hreflang implementation
- 58. Test Redirect Implementation especiallywhen back-end tech is changing
- 59. Establish SEO asa Priority organic search traffic is not a guarantee
- 60. Sponsor Wish Listsof Other Teams for additional SEO wins