Pagination & Canonicalization For The Pros

Prepared by: Andy Atkins-Krüger, CEO, WebCertain Group

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Say “Olá” To Luís!

Luís Lives In Porto In Portugal
He’s runs a small expanding hotel and needs some new furniture!

Luís Searches For “moveis para hotel”
He’s runs a small expanding hotel and needs some new furniture!

Luís Clicks The 1st Result – From Brazil!
He’s runs a small expanding hotel and needs some new furniture!

Luís Is Offered..... Prices in Brazilian He’s runs a small Reals! hotel expanding
and needs some new furniture!

Luís Is Offered..... Prices in Brazilian He’s runs a small Reals! hotel expanding
and needs some Free Delivery And new furniture!

Installation

Luís Is Offered..... Prices in Brazilian He’s runs a small Reals! hotel expanding
and needs some Free Delivery And new furniture!

Installation

To São Paulo

Geo-Targeting Matters To Luís!
Geo-targeting:

Appearing in front of all relevant searchers!

Geo-Targeting Matters To Luís!
Geo-Targeting Also Matters to: 1. Google 2. Online Marketers

Which “Signals” Matter?

1. Local Domains 2. Sitemaps Or Hreflang Tags 3. Languages

Which “Signals” Matter?
1. 2. 3. 4. Local Domains or ccTLDs Webmaster Tools Server Location Sitemaps , Hreflang Tags & Canonicals 5. Languages 6. Currency & Address Formats 7. Inbound Links

Which “Signals” Matter?
1. 2. 3. 4. Local Domains or ccTLDs Webmaster Tools Server Location Sitemaps , Hreflang Tags & Canonicals 5. Languages 6. Currency & Address Formats 7. Inbound Links

Missing! – The Now Defunct Meta-Language Tag!

! This Is A Geo-Targeting Tool Kit !
1. 2. 3. 4. Local Domains or ccTLDs Webmaster Tools Server Location Sitemaps , Hreflang Tags & Canonicals 5. Languages 6. Currency & Address Formats 7. Inbound Links

Watch Out For Duplication

Webcertain’s Geo-Targeting Matrix
Duplicated!
Dot Com/Generic
Local Domain
Webmaster Tools

Canonicals

World Languages

Machine Translated!

Dot Com/Generic
Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic

Webmaster Tools

Hreflang Sitemap

Webmaster Tools

Fresh Content

Single Language Regions

Webmaster Tools

National Languages

Just At Home Everywhere

Local Links & Shares Currency

Local Domain
Webmaster Tools Webmaster Tools

China Russia Czech Republic Korea Multi - Language Regions
Dot Com/Generic Local Domain

Address Details

Local Domain

Webmaster Tools

Hreflang Sitemap

Canonicals

+ Local Language Selector

Webcertain’s Geo-Targeting Matrix
Duplicated!
Dot Com/Generic
Local Domain
Webmaster Tools

Canonicals

World Languages

Machine Translated!

Dot Com/Generic
Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic

Webmaster Tools

Hreflang Sitemap

Webmaster Tools

Fresh Content

Single Language Regions

Webmaster Tools

National Languages

Just At Home Everywhere

Local Links & Shares Currency

Local Domain
Webmaster Tools Webmaster Tools

China Russia

Address Details

Czech Republic Korea Multi - Language Regions

Left To Right
Local Domain
Dot Com/Generic Local Domain
Webmaster Tools

Hreflang Sitemap

Local Language Selector

... And Your Worst Case Scenario
Duplicated!
Dot Com/Generic
Local Domain
Webmaster Tools

Canonicals

World Languages

Machine Translated!

Dot Com/Generic
Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic

Webmaster Tools

Hreflang Sitemap

Webmaster Tools

Fresh Content

Single Language Regions

Webmaster Tools

National Languages

Just At Home Everywhere

Local Links & Shares Currency

Local Domain
Webmaster Tools Webmaster Tools

China Russia Czech Republic Korea Multi - Language Regions
Dot Com/Generic Local Domain

Address Details

Local Domain

Webmaster Tools

Hreflang Sitemap

Canonicals

Local Language Selector

Billigflug: Austria v Germany

Hreflang In Sitemaps!
You must create a separate url element for each URL. Each url element
version of the page,
must include a loc tag indicating the page URLs, and an xhtml:link rel="alternate" hreflang="XX" subelement for every alternate

including itself.

Source: http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.html

Languages
http://www.iana.org/assignments/language-subtagregistry

Regions
http://www.iso.org/iso/country_codes/iso_3166_code_lists/countr y_names_and_code_elements.htm

Languages
http://www.iana.org/assignments/language-subtagregistry

Regions
http://www.iso.org/iso/country_codes/iso_3166_code_lists/countr y_names_and_code_elements.htm

de_de = German for Germany

Scenario 1
1. English Language Site 2. Targeted US, UK, NZ 3. Incorrect Pricing Shown To Potential Customers 4. Dot Com Site Dominating

• Sitemap rel=alternate Hreflang implemented. • No canonical. • No change in rankings. • URLs ONLY swapped.

Scenario 1
1. English Language Site 2. Targeted US, UK, NZ 3. Incorrect Pricing Shown To Potential Customers 4. Dot Com Site Dominating

Result: Significant Increase In Traffic!

• Sitemap rel=alternate Hreflang implemented. • No canonical. • No change in rankings. • URLs ONLY swapped.

Scenario 2
1. Complex Multi-Language Site 2. Targeted 40 Countries 3. Incorrect Content Appearing In Results 4. Local Domains In Operation

Result: No Impact. Conclusion – Incorrect Solution Chosen

• Header/Page rel=alternate Hreflang Implemented. • No Canonical. • No Change In Rankings. • No Visible Impact

Don’t Forget The “NoTranslate” Tag

Prevent All Translation Or Specific Content Want To Prevent This?

Summary
• Hreflang is a useful addition to the armoury • Use of tools should be planned and thought through • Correct geo-targeting involves the use of multiple techniques • Don’t use machine translation or duplicate. Please!

Pagination & Canonicalization For The Pros
Andy Atkins-Krüger @andyatkinskruge andy@webcertain.com