Vanessa's article on geotargeting appeared in open access. Some of the information from the article was announced at the SMX London conference. The topic of the presentation was “International SEO.”
How does the search engine determine the geographic preferences of the user?
The search engines are trying to give the user the most relevant search results. The user's language, geographical location, how the user logs into the system, language and regional preferences when requesting - these are all the factors that search engines take into account when determining relevance.Since the request, as a rule, is no more than 3-4 words, search engines use all possible This information is out of the request to determine what the user really wants.
For example, if a user who is in Ireland enters [airline booking], then its output will be very different from the user’s output from the United States; in the first case, Irish airlines will be given priority. This difference will be noticeable not only in relation to different countries. If a user in Seattle is searching for [pizza], he will get much more information on Seattle than, say, a user from Boston would receive. And if we talk about Google in particular, the user who registered in it and set his default location, will get even more specific results. Recently, Google has made this option even more visible; Since the query can be sent to a search in a particular region, Google suggests entering a city index:
In addition, the user will get different results if he searches:
It goes without saying that if you include the name of the location in the query, this will also affect the result. The output of [restaurants in Dublin] will differ significantly from the output of [restaurants] regardless of other factors. For example, take a look at the output results for the query [donde esta los cabos] from the US IP address on google. com:
Thus, in order to determine which region the user is targeting, search engines
Remember that search engines often deviate from a given algorithm in order to check whether the search results change for the better in this case. Since personalized search is becoming more and more important, the important point is the link to which country or language you click more, because it’s pages in this language or this country that will be published more often.
Notice that Vanessa in this article considers the language and terrain at the same time, making no special distinction between them. She does it consciously, because in this article it is not necessary. But you must understand that the language map does not always coincide with the political one. For example, if you are looking for pages in Spanish, should a search engine give you pages both in Mexico and in Spain? (Perhaps if you are interested in language, not terrain). And vice versa, if you have a website whose target audience is the Hispanic population, do you need to create two sites - for Spain and for Mexico? (Probably not, but what guarantees do you have that your site will occupy approximately the same position on the issue in both countries?)
How does the search engine determine page relevance?
How does the search engine determine the relevance of the page, which is taken into account? The answer to this question consists of several points:
Top Level Domain (TLD will be used for brevity): Many domains are used only in relation to a particular country. For example, . fr always means domain in france. TLD can also be used to determine the site language, because sites with a domain. fr most likely contain texts in french. Many domains, however, do not indicate a specific country. Examples of such domains can serve. org net and. com. Although some countries are allowed to use their domain to anyone. For example, . tv is the domain of Tuvalu, but this country decided to provide complete freedom to use its domain. The exception to this rule is probably the domain. us.Although it was planned that it should become the main domain of the United States, it did not take root, so the domain is most often found in the United States. com.
Server location : Since many domains do not point to a specific country (for example,. Tv or. Com), search engines use the location of the server hosting the site to determine it. For example, a site with a domain. com, which is hosted in Canada, will be treated as a Canadian site, and a site with the same domain, but hosted in Australia, as Australian.
Google Webmaster Tools Settings : Google Webmaster Tools has an option for specifying the target site placement. This option is not available if the TLD indicates a country. This parameter in the settings automatically overlaps information about the user's location. This option is useful not only because thanks to it you can have a website where you want, and at the same time set the region or country for which this site is intended. In addition, it allows you to create subvkladki and subdomains. For example, you can arrange them as es. mysite. com or mysite. com / es for Spain and uk. mysite. com or mysite. com / uk for uk The only drawback is that it only works for Google.
Source of incoming links : If 90% of incoming links are provided by Germany, the search engine views the site as German or, at the very least, of great interest to German users.
Language of the page : Again, technically, language as a factor of relevance differs from country, but, nevertheless, they are interrelated. If the site is written in French, then most likely it is located in France. The most significant indicator in this case (as you have already noticed) is the language in which the text on the page is written. But he is not so reliable. What if, for example, the page is written in several languages? In this case, metadata and coding method can help. For example, if you translate your English page into other languages, do not forget to translate the title and meta description tags too.
Address : In the case of requests for a specific area (for example, [pizza] from Seattle), the search engine can use the information directly from the site or from its local index (for example, Google Local Business Center) . If you have created a site for a company that services a particular locality, make sure that you have entered the full address and registered the local index of each search engine. Even if your enterprise covers wider territories, you may still want to include some regional preferences in the site text. For example, if your site is called windycityrestaurantreviews. com and it has a page about all the Chicago restaurants, anyone who visits the site understands that it will be about Chicago, and you do not need to include “Chicago, IL” in the addresses of restaurants. However, when the search engine comes across “Joe's Pizza, 123 Main St. ”, There is no indication that this restaurant is located in Chicago. This will be a problem not only for the site owner, but also for its visitors. There will be no home page that says "Reviews for all Chicago restaurants." They need confirmation that 123 Main St. really located in chicago.
In the next article I will write about the features of optimization taking into account geographic preferences.