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domain is .se and for Germany it is .de. The domain is a strong signal for search engines as well as human users to which country the site is targeted at. Geotargeting settings with is the tool in Google Webmaster Tools to tell Google that the site is targeted at specific country. This tool is used only when the domain name is generic and not tied to any country. For example if the domain is .net and you want to target Belgian audience, geotargeting tool is useful. On the other hand, if the page is targeted for more than one country there is no reason to use this tool. Google also uses the server location to determine the target country. Often the server is physically near to the users and thus a signal for the intended audience. Then again, there are sites that use distributed content delivery networks or are hosted in another country, so Google does not treat this as definitive signal. Naturally, Google does use other signals as well, such as local addresses or phone numbers, the local language and currency, links from local sites as well as the use of Google Places tool. What Google does not use in determining a country target are locational meta tags such as geo-position or distribution or HTML attributes for geotargeting. Google also utilizes language tags in its algorithms to determine the target audience of the page. When it comes to language tag, Google advices to use rel="alternate" hreflang="x" annotations to help Google serve the correct language to users in search queries (Google Webmaster Tools “rel="alternate" hreflang="x"”). Google recommends using the annotations when only the template of the page (for example navigation or footer) is translated to another language while the main content is in single language. Forum posts use this kind of method for their sites rather often. Also it is good to use the language attributes when writing similar content within a single language, for example Spanish. When there are Spanish readers in Mexico and in Spain, it is good to add the attributes to target the audience better. Google also points out that it is good to use the attributes if the page is fully translated to another language. Google advices to think about the URLs carefully, even when it doesn’t actually use the URLs to determine the language of the page, but the content. The URL provides the human users the information of the page content, also the language. Google reminds that if the company has multiple language versions of a URL, all pages must use 31PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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