{"id":117136,"date":"2015-11-16T20:10:00","date_gmt":"2015-11-17T01:10:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/global-seo-tactical-guide\/"},"modified":"2024-12-19T16:40:22","modified_gmt":"2024-12-19T21:40:22","slug":"global-seo-tactical-guide","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/global-seo-tactical-guide\/","title":{"rendered":"How To Take Your Business Global: A Tactical SEO Guide"},"content":{"rendered":"<p><a href=\"\/wpe-content\/uploads\/2015\/11\/Cat-Map.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7122 size-full\" src=\"\/wpe-content\/uploads\/2015\/11\/Cat-Map.jpg\" alt=\"Map of Cats\" width=\"860\" height=\"340\" \/><\/a><br \/>\nIf you&#8217;re in <a href=\"\/services\/\">Digital Marketing<\/a>, you&#8217;re probably familiar with the term &#8220;<a href=\"\/blog\/what-ronald-mcdonald-can-teach-us-about-glocalization\/\">Glocal<\/a>.\u201d It&#8217;s about thinking global but acting local. Thanks to the internet, everyone&#8217;s your neighbor (yes, even that wild-haired\u00a0hoarder who lives down the hallway) and taking your brand global has never been more opportune.<\/p>\n<p>But having the ambition to launch a grand, global strategy for a company is only the beginning. Executing on that concept requires an extensive amount of technical skills from all marketing departments, specifically <a href=\"\/services\/search-engine-optimization\/\">SEO<\/a>, as you attempt to target without borders. Your most important ammunition for such a campaign? That&#8217;ll be your company website, which needs to be relevant to every market in which you plan to sell&#8230;<\/p>\n<p><b>Let me set the scene for you:<\/b><\/p>\n<p>You run an e-commerce business based in the US, selling mittens for kittens, because even kittens get a little cold sometimes. You\u2019re finding business is booming in the US and you\u2019ve noticed a gap in the Canadian kitten-mitten market; you\u2019re feline pretty good about it. It\u2019s a purrfect business expansion opportunity.<\/p>\n<h2>URL Considerations<\/h2>\n<p>The current URL (mittensforkittens.com) hosts a US-based site. The products are tailored to the US market; mittens with US flag patterns, mittens with Donald Trump\u2019s face on them, and mittens that can be super-sized. Your Canadian market has no interest in this \u2013 Canadian kittens want mittens sporting moose decals, maple syrup scented mittens, and mittens with insulation to -60 degrees. The style of writing for content will be different, and there will be French pages targeting Quebec kitten owners.<\/p>\n<p>There are three options here:<\/p>\n<ul>\n<li><strong><i><i>Purchase the .ca<\/i><i> version of the<\/i><i> domain and run a separate site for the Canadian market<\/i> <\/i><\/strong><\/li>\n<\/ul>\n<p><b>Pros: <\/b>This is the most desirable option, as there is clear differentiation between the countries targeted (great for SEO efforts). The domain can be hosted on a local server which further helps to strengthen the authority within the country.<\/p>\n<p><b>Cons: <\/b>You are completely starting from scratch. New content needs to be developed, the site needs time to be indexed, new backlinks need to be earned and domain authority needs to be built. This option should be chosen only if the business has enough resources to maintain two separate sites and develop unique content for each, down to the product information (duplicate content is a big SEO-no).<\/p>\n<ul>\n<li><strong><i><i>Use different directories (or folders)<\/i><i> on the existing site<\/i><\/i><\/strong><\/li>\n<\/ul>\n<p><i>Eg: mittensforkittens.com\/ca<\/i><\/p>\n<p><b>Pros:<\/b> All of the existing site authority is passed onto the new section, therefore making it easier to rank organically, fast. The backlink profile is maintained. Costs associated with a new site are avoided, and only specific country-related content needs to be developed, as opposed to all supporting content too. Subdirectories work well when simply creating new language content (and not targeting a new country).<\/p>\n<p><b>Cons:<\/b> The site can\u2019t be hosted on a different, local server. Specific to Canada, it can also get messy when looking at developing French content too; the site will need to be split across two different directories (\/ca-en and \/ca-fr).<\/p>\n<ul>\n<li><strong><i><i>Create subdomains for locations<\/i> <\/i><\/strong><\/li>\n<\/ul>\n<p><i>Eg: canada.mittensforkittens.com<\/i><\/p>\n<p><b>Pros:<\/b> The <a href=\"\/blog\/why-subdomains-are-not-bad-for-seo\/\">subdomain can be hosted on a different local server<\/a>, and can be geo-targeted in Google Search Console (unlike a subfolder). It\u2019s also more organized when creating content in different languages (canada.mittensforkittens.com\/fr).<\/p>\n<p><b>Cons:<\/b><b> <\/b>It is treated as a separate site by Google, therefore the concept of the backlink profile being maintained is constantly questioned in the industry. Subdomains can also be quite lengthy, which is poor for the user.<\/p>\n<p><strong>Overall&#8230;<\/strong><\/p>\n<p>If you\u2019re targeting a new country and have the resources to develop and maintain a new site, <b>get a local domain (eg: .ca, .com.au, .co.uk)<\/b><\/p>\n<p>If you\u2019re targeting a new country and DO NOT have the resources to develop and maintain a new site, <b>use a subdomain<\/b><b> (eg: canada.mittensforkittens.com)<\/b><\/p>\n<p>If you\u2019re not targeting a new country, just a new language, <b>use a sub<\/b><b>directory<\/b><b> (eg: mittensforkittens.ca\/fr)<\/b><\/p>\n<h2>Geo-Targeting in Google Search Console<\/h2>\n<p><a href=\"\/wpe-content\/uploads\/2015\/11\/Google-Search-Console.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7123 size-full aligncenter\" src=\"\/wpe-content\/uploads\/2015\/11\/Google-Search-Console.png\" alt=\"Geo-targeting in Google Search Console\" width=\"559\" height=\"531\" \/><\/a><\/p>\n<p>Within Google Search Console (previously Webmaster Tools), you are able to set the country to target for your domain (and subdomain).<\/p>\n<p>The International Targeting option is under \u201cSearch Traffic,\u201d and then you are able to select a country.<\/p>\n<p>In addition to this, clicking on the \u201cLanguage\u201d tab will inform you if there are Hreflang tags present on the site.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f2b2cdb7417'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f2b2cdb7417');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>Hreflang: More Than Just a Funny Looking Word<\/h2>\n<p><a href=\"\/wpe-content\/uploads\/2015\/11\/HREFLANG.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7121 aligncenter\" src=\"\/wpe-content\/uploads\/2015\/11\/HREFLANG.png\" alt=\"HREFLANG Cat meme\" width=\"236\" height=\"238\" \/><\/a><\/p>\n<p>Hreflang tags should be used to signify to Google the following scenarios:<\/p>\n<ul>\n<li><b>The content on your site has regional variations with similar content in one language (e.g. US English vs. CA English)<\/b><\/li>\n<\/ul>\n<p>For example, you\u2019re using a subdomain (canada.mittensforkittens.com), and need to signal to Google that the subdomain is for Canada, and the main domain is intended to be shown to US searchers.<\/p>\n<p>Place the following tags in the &lt;head&gt; section of the code:<\/p>\n<ul>\n<li>&lt;link rel=&#8221;alternate&#8221; href=&#8221;http:\/\/mittensforkittens.com&#8221; hreflang=&#8221;en-us&#8221; \/&gt;<\/li>\n<li>&lt;link rel=&#8221;alternate&#8221; href=&#8221;http:\/\/canada.mittensforkittens.com&#8221; hreflang=&#8221;en-ca&#8221; \/&gt;<\/li>\n<\/ul>\n<p>This needs to be repeated across any pages that are the same but have slight regional differences (with the corresponding URLs).<\/p>\n<ul>\n<li><b>Your site is completely translated, displaying the same content in two languages (e.g. English and French in Canada)<\/b><\/li>\n<\/ul>\n<p>Your domain, mittensforkittens.ca has a French variation at \/fr. You need to indicate to Google that although the content is similar (or the same) despite language difference, both are intended to be shown in Canada, just to difference searchers.<\/p>\n<p>Place the following tag in the &lt;head&gt; section of the code:<\/p>\n<ul>\n<li>&lt;link rel=&#8221;alternate&#8221; href=&#8221;http:\/\/mittensforkittens.ca\/&#8221; hreflang=&#8221;en-ca&#8221; \/&gt;<\/li>\n<li>&lt;link rel=&#8221;alternate&#8221; href=&#8221;http:\/\/mittensforkittens.ca\/fr&#8221; hreflang=&#8221;fr-ca&#8221; \/&gt;<\/li>\n<\/ul>\n<p>This needs to be translated across all pages.<\/p>\n<h2>Quebec: French Language Laws and Your Website<\/h2>\n<p>A business must have a French version of its website if<\/p>\n<ul>\n<li>There is a physical location or address in Quebec, and\/or<\/li>\n<li>The products or services are available to residents of Quebec<\/li>\n<\/ul>\n<p>(source: <a href=\"https:\/\/www.educaloi.qc.ca\/en\/capsules\/language-laws-and-doing-business-quebec\">https:\/\/www.educaloi.qc.ca\/en\/capsules\/language-laws-and-doing-business-quebec<\/a>)<\/p>\n<p>This is quite straightforward, however the implementation requires some thought for the user and for search engines. See below.<\/p>\n<h2>Google Translate: SE-No<\/h2>\n<p>To put it quite simply, Google-Translating your website content into French isn\u2019t going to cut it. Here\u2019s why:<\/p>\n<ul>\n<li>John Mueller of Google <a href=\"https:\/\/productforums.google.com\/forum\/\">stated in 2010<\/a> that \u201cusing automated translation tools to directly create content for your site could be seen as creating auto-generated content, which would be against our Webmaster Guidelines.\u201d This is no different today. If automated translation is done excessively (i.e. across an entire site) it can result in penalization from Google.<\/li>\n<li>It\u2019s awful for user experience. Google Translate is a good tool, when trying to figure out how to ask for chicken tacos in rural Mexico. It does not have the understanding of syntax or semantics of natural speech required for writing. Translating large blocks of text can (and probably will) result in mumbo-jumbo, leading French site users to think you don\u2019t care about them (and if you\u2019re using Google Translate, you probably don\u2019t). Just don\u2019t use it.<\/li>\n<\/ul>\n<p>Your content <b>must<\/b> be written naturally, whether you hire a translator to convert your existing content or have it all written from scratch. It is the only way to guarantee the content reads properly and doesn\u2019t result in your French audience hating you.<\/p>\n<p>With this also comes keyword research.<\/p>\n<p>Keyword research is still an <a href=\"\/blog\/laying-the-seo-foundation-of-your-digital-home\/\">important element of SEO<\/a> \u2013 it has simply evolved from searching for exact keywords and volume to exploring engagement with queries and themes. Like content, English keywords can\u2019t be put through Google translate and the output be considered credible. Whether the keywords be for tracking, writing, exploring user behavior or all three, they must be looked at by a French speaker.<\/p>\n<p>Moral of the story? Buy a local domain, geo-target using Search Console, get your tags right, keep in mind Quebec laws and don\u2019t trust a robot to write your content. Well done. Now you\u2019re a glocal wizard, and French kittens in Quebec can have their mittens.<\/p>\n<p><a href=\"\/wpe-content\/uploads\/2015\/11\/KittensMittens.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7119 aligncenter\" src=\"\/wpe-content\/uploads\/2015\/11\/KittensMittens.png\" alt=\"Mittens for Kittens\" width=\"500\" height=\"463\" \/><\/a><\/p>\n<p><i>Think y<\/i><i>ou need help with your multi-lingual strategy? Got a feeling your French isn\u2019t tickling <\/i><i>anyone&#8217;s<\/i><i> fancy? Want help migrating content to a new site? DAC can help. We\u2019re the masters in Local, with over <\/i><i>40 <\/i><i>years of experience helping <\/i><i>businesses<\/i><i> drive performance at every level. <\/i><a href=\"\/contact\/\"><i>Get in touch<\/i><\/a><i> to learn more.<\/i><\/p>\n<p><a href=\"\/get-in-touch\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re in Digital Marketing, you&#8217;re probably familiar with the term &#8220;Glocal.\u201d It&#8217;s about thinking global but acting local. Thanks to the internet, everyone&#8217;s your neighbor (yes, even that wild-haired\u00a0hoarder who lives down the hallway) and taking your brand global has never been more opportune. But having the ambition to launch a grand, global strategy [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":101954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2896],"tags":[],"class_list":["post-117136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Take Your Business Global: A Tactical SEO Guide<\/title>\n<meta name=\"description\" content=\"When your business is without borders, then a global-focused SEO strategy is crucial to your success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/global-seo-tactical-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Take Your Business Global: A Tactical SEO Guide\" \/>\n<meta property=\"og:description\" content=\"When your business is without borders, then a global-focused SEO strategy is crucial to your success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/global-seo-tactical-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2015-11-17T01:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-19T21:40:22+00:00\" \/>\n<meta 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