![]() ![]() Hreflang tags could be implemented to help Google understand which countries this subdirectory is targeted towards. It would also enable you to implement geotargeting indicators for Google, such as hreflang tags and Google Search Console targeting, ensuring Google understands where each version of your site is targetting.Īnother option could be to create a sub-directory for all Spanish speakers: This would enable you to serve the most personalised content to each country, and if currencies needed to be shown, they could be served to the right audience. One option would be to create a local version for each country, for example: For example, you want to target Spanish speakers across Latin America. Your target audience is distributed across many different countries speaking the same language. With everything though, this may not be the most ideal option for the countries and languages you plan to target, so let’s dive into some examples of what will work well in a few different scenarios. The sub-directory gets off to a head start, with a level of domain strength, rather than starting from scratch with a new domain. It’s less expensive than building, hosting and maintaining another website and the strength of your new sub-directory inherits all of the strength of your root domain, the benefits of which are two-fold:Īll future SEO efforts to build strength and brand are concentrated on one domain and shared amongst its sub-directories. ![]() With a sub-directory it’s easy to set up and maintain, as it’s simply another folder on your site. The pro’s of this option far outweigh the cons in most scenarios. In our experience, the 3rd option of building a sub-directory for each country/ language on a gTLD (.com) is favourite. On the positive side, sub-domains do allow you to build up languages or country specific targeting quite neatly, and are the most viable option when you want to avoid adding levels of depth to your site, or there’s some technical reason why sub-directories are an issue, such as it being impossible to change product offering and navigation between each country/ language version.Ī sub-directory i.e. Mainly because they’re viewed by Google as a new domain requiring the need to build up SEO value from scratch. Rarely do you hear many SEO practitioners recommend the use of sub-domains. If you’re planning to target a country such as China, where it’s a strong ranking factor on China’s most dominant search engine Baidu, then going to the effort of building a new website is the best option here.Ī sub-domain i.e. If you’re planning to target countries where the common language is the same in another country, such as Spanish or English, for example, there’s another option better suited that we’ll explain further on. com, outranking their country code specific counterparts. There’s also some evidence that ccTLDs aren’t as strong a ranking signal as they used to be, with generic top level domains (gTLD), such as. It still remains a ranking factor, however, Google has evolved over the years and the introduction of various other geotargeting indicators such as hreflang tags and the ability to specify a target locale via Google Search Console, has opened up the options for successful international targeting. es, was a strong ranking factor for Google. In short, this isn’t necessary, however, the structure you choose should be based on your specific needs, such as whether you are country or language targeting, the current structure of your already existing markets and what the competition is doing in the countries/ languages you want to target.Ī new site with country code top level domain (ccTLD) i.e. ![]() Let’s start by answering some common questions that crop up when you first start thinking about international targeting: Should I build a new website for every country I want to target? ![]() In this article we aim to guide you towards the option that is the right fit for your plans. The bad news is that a lot of it is outdated, and there’s often several different options you can choose from, each with their own pros and cons. The good news is there’s plenty of information and guidance out there to help you with this, even from Google. If the wrong steps are taken, it can lead to a loss in organic traffic to your existing market, and negatively impact how visible your website becomes globally. However, it’s important to execute it properly. Sports betting and casino gaming has exploded worldwide, so developing your SEO strategy to target multiple countries and languages can lead to sizeable growth pretty quickly. ![]()
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