In episode 16 of the ‘#askglynos SEO Show’, Andrew explores the ins and outs of three primary domain examples used to rank your website in international markets. In response to a client’s request, Andrew highlights the different SEO domain methods that can be used to target native Chinese speakers with a business and website hosted in Australia.
To begin the video, Andrew touches on the Australian top level domain extension (‘… .com .au ’) and why it is essential to match the host country of the site and the domain extension/language of site. This provides the website with a foundation to rank as it is clear to the search engine that the website is indeed from the specified country. Also, ensuring this will enable much faster download speeds for users located within that specified country.
Andrew then focuses on the domain extension “domain.com.au /zh-cn ” for targeting the Chinese-speaking market (cn). He notes that this extension is designed for the mainland chinese speaking peoples, disregarding any differences in dialect and variations of the Chinese language. Consequently, this extension, whilst still being hosted within Australia (‘.au’), will be targeted at individuals who speak Chinese or have their device language set to Chinese.
This domain extension is therefore most effective if a business wanted to target Chinese speaking peoples who seek information from Australian firms. Andrew moves to the domain extension “domain .cn ” for when businesses wish to physically move the host of a website to another country, in this case, China. Again, Andrew mentions that this would mean the website is written in Chinese, with Chinese content and a Chinese domain, making it much more understandable for search engines in China, and thus easier to rank for in that country.
Finally, Andrew touches on the extension “domain.com.au?lang=zh-cn ”. This domain will inform the search engine to render and translate the page content (in this case, English content) to the specified language (in this case, Chinese). Andrew points out the fact that the search engine will see the page as normally in English due to the ‘.com.au’, however, the ‘?lang=zh.cn’
query will enable the search engine to show Chinese content. This helps to target a Chinese speaking people within Australia primarily.
Andrew then mentions more complex domain scenarios. In particular, having two different top level domains, for websites using the same language. He uses the example of ‘xyz.com’ and ‘xyz,us’, as both will have an English website, with two different domain names, hence creating duplicate content. He then explains a potential solution to this, where you would you would use different HREF LANG tags. To learn more about HREF LANG tags, visit https://moz.com/learn/seo/hreflang-tag