![]() Sub-directories can also invite visitors to view other regions, which you may not want for marketing reasons. com.au and end up at a completely different site. com/au/ could also confuse Australian users, who may type in. For example, when serving users in Korea, would you use /ko/ or /kr/? Some would use the country code (kr) while other sites would use the language code (ko). Many brands use the two-letter ISO Country Code to denote the region as it keeps the URL short, however this can be confusing for customers. For example, American customers may not trust a brand that speaks to them in Australian English or uses images that are stereotypically Australian.Įach regional sub directory can be added to Google Search Console as a unique property, which can help monitor performance across different countries. You can duplicate your entire website and have an identical set of pages for each country if you like (there’s no such thing as a duplicate content penalty), however it’s best to tailor your content to match the local dialect as well as cultural differences in the region you’re expanding to. In this approach you’re creating a separate folder for each country and placing localised versions of every page under this folder, including the home page, contact page and so on. Real world examples: Sub-directories (also known as sub-folders) are typically the least time consuming for Developers to set up. Long load times can harm your rankings and encourage visitors to bounce, which can be overcome with a local server or a Content Delivery Network (CDN). Unlike the other options, it’s not essential to have a local server as a ccTLD provides a strong enough signal to Google, however it’s still a good idea to implement it. You can add links from the mother site to give your new baby some SEO love, plus, if your regional office is building new links with local websites your link profile will be much more relevant, which is another positive location signal. On the other hand, if you have the resources to maintain this site as a separate entity (perhaps you have an Aussie marketing team and a NZ marketing team), running two websites may be worth the effort. This also means that each domain will have a separate backlink profile that will need to be built up. This can be costly and time consuming, particularly if someone else has already registered the domain name you want for a different service. However, unlike the other solutions you’re not adjusting your own site, you’re purchasing an entirely new domain name and essentially starting a new website from scratch. ![]() Real world examples: vs A country-code top level domain gives one of the strongest signals to both Google and your customers that your site is relevant to their location. These settings used to be done on Google Search Console to set a target country for a sub-folder, this tool has been deprecated and is no longer supported. ![]() These are lines of code that denote a geo-coordinate, place name or country, and can be easily manipulated. Signals that were once thought to be relevant, but no longer are, include: Google will also look for other local signals such as local addresses, phone numbers, use of the local language and currency. Listings of a local address and landline phone number on directories also count. If your website has a local Google Business Profile (i.e. Depending on how many international sites a business has, hreflang tags can get very tricky, leading to a lot of sites being unable to implement these properly. It’s important to note that hreflang tags are a soft signal and not a directive, so Google may not always follow it. if your site is translated to German or French). This is most commonly used to denote translated versions of a page (e.g. Hreflang tags is a HTML element in the page header that explicitly tells Google all of the language and region variants of the page. To rank a business in a particular region, Google wants to be confident that it has a real physical presence there, or has at least tailored its online content and delivery method for local people. In this case, we’re talking solely about location signals. You may be familiar with the basic elements they’re looking for, such as relevant backlinks, quality content etc. Country-Code Top Level Domains (ccTLDs)īefore we get into what each is, as well as the pros and cons, we need to know what encourages Google to rank a website in one particular location. ![]() There are three separate ways to structure your site (or sites) to target different countries: ![]()
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