ISS 2023 Global Domain Consolidation - from ccTLD's to one single gTLD

Convatec Group is a global medical products and technologies company with over $2 billion in revenues and a presence in nearly 100 countries. The document discusses the concept of domain consolidation, emphasizing its benefits like improved brand consistency, organic traffic increase, and reduced complexity. Additionally, it outlines methodologies for implementing domain consolidation and the key stakeholders involved in the process.

Transcript

2. Who are Convatec Group We are Convatec – a global medical products and technologies company, focused on therapies for the management of chronic conditions Around 10,000 employees Almost 100 countries where we sell products and services $2bn+ Group revenues (FY 2022) 55+ years History of innovation Listed on the London Stock Exchange (LSE:CTEC) – in FTSE 100 2
3. forever caring
4. Global Domain Consolidation WHAT – WHY – HOW - WHO © 2023 Convatec | Confidential and Proprietary 4
5. WHAT © 2023 Convatec | Confidential and Proprietary 5
6. What is domain consolidation https://www.yoursite.com https://www.yoursite.com https://www.yoursite.com/yourothersite https://www.yoursite.com/en-gb/ https://www.yoursite.com/de-de/ https://www.yoursite.com/theothersite https://www.yoursite.com/fr-fr/theothersite https://www.yoursite.com/yourunbrandedsite https://www.yoursite.com/yoursubbrand https://www.yoursite.com https://www.yourothersite.com https://www.yoursite.co.uk https://www.yoursite.de https://www.theothersite.com https://www.theothersite.fr https://yourunbrandedsite.com https://www.yoursubbrand.com © 2023 Convatec | Confidential and Proprietary 6
7. What is global domain consolidation Single strong domain https://www.yoursite.com https://www.yoursite.fr https://www.yoursite.com/fr-fr/ https://www.yoursite.co.uk https://www.yoursite.com/en-gb/ https://www.yoursite.dk https://www.yoursite.com/da-dk/ https://www.yoursite.cn https://www.yoursite.com/zh-cn/ https://sd.domain.ccTLD https://(www).domain.gTLD/ll-tt/ © 2023 Convatec | Confidential and Proprietary 7
8. What is domain consolidation ALL CONCERNED, ALL CARING! 2 domains is enough! © 2023 Convatec | Confidential and Proprietary 8
9. What is not domain consolidation Not a site migration Not a re-platforming Not a change of content Not a satellite website hub © 2023 Convatec | Confidential and Proprietary 9
10. WHY © 2023 Convatec | Confidential and Proprietary 10
11. Why: “Perceived” Domain Authority June 21 July 21 July 22 63 64 71 Source: Ahrefs © 2023 Convatec | Confidential and Proprietary 11
12. www.unicef.org www.unicef.ca www.unicef.or.kr 91 78 68 www.toyota.de www.toyota.si 77 45 www.toyota.com 86 Source: Ahrefs © 2023 Convatec | Confidential and Proprietary 12
13. Why: Consistency of branding © 2023 Convatec | Confidential and Proprietary 13
14. www.redcross.org https://donate.redcross.org.uk www.redcross.org.au www.redcross.org.uk redcrossnigeria.org www.icrc.org cruzroja.es cruzroja.org.ar croixrouge.fr crucearosie.ro drk.de arcs.af www.redcross.com www.ifrc.org Source: Ahrefs © 2023 Convatec | Confidential and Proprietary 14
15. Why: Enter Enterprise SEO Cross market reference Reduce costs VELOCITY Reduce complexity LEAN SMARTER SCALABLE Automation © 2023 Convatec | Confidential and Proprietary 15
16. Why: International Targeting CCTLD VS HREF LANG TAGGING © 2023 Convatec | Confidential and Proprietary 16
17. Why: Increase organic traffic 3 2 1 Source: Ahrefs © 2023 Convatec | Confidential and Proprietary 17
18. Why: Make ESG and DEI teams happy Accessibility compliance Quicker & Wider Carbon footprint Dramatic decrease https://www.websitecarbon.com/ © 2023 Convatec | Confidential and Proprietary 18
19. Why: Better global capabilities & Web estate REFLECT & SIMPLIFY EQUAL MARKET CAPABILITIES GLOBAL CONTENT STRATEGY © 2023 Convatec | Confidential and Proprietary 19
20. Why: AEO readiness Content authority has a bright future © 2023 Convatec | Confidential and Proprietary 20
21. WHY’s = KPI’s
22. Why not? “All eggs in same basket” Toxic backlink profile Multiple technologies Emotional shock © 2023 Convatec | Confidential and Proprietary 22
23. HOW © 2023 Convatec | Confidential and Proprietary 23
24. How… to make friends? © 2023 Convatec | Confidential and Proprietary 24
25. How: 3 main choices of methodology CMS level Same CMS © 2023 Convatec | Confidential and Proprietary 25
26. How: 3 main choices of methodology Server level Multiple CMS / hosting © 2023 Convatec | Confidential and Proprietary 26
27. How: 3 main choices of methodology Website / URL level Small ccTLD websites © 2023 Convatec | Confidential and Proprietary 27
28. How: Work agile if you can Product Owner + Scrum Master 2 sprints + breaks © 2023 Convatec | Confidential and Proprietary 28
29. How: Blueprint © 2023 Convatec | Confidential and Proprietary 29
30. How: Checklist 1/2 ❑ Backlink detoxification ❑ Internal links ❑ GA & GSC settings ❑ Redirects © 2023 Convatec | Confidential and Proprietary 30
31. How: Checklist 2/2 ❑ Paid media activities ❑ Off-line activities ❑ Comms / Education © 2023 Convatec | Confidential and Proprietary 31
32. WHO © 2023 Convatec | Confidential and Proprietary 32
33. Who: Agencies & internal stakeholders Detoxify the relationship show benefits & share results © 2023 Convatec | Confidential and Proprietary 33
34. Who: Brief a freelancer Consider opting for a developer © 2023 Convatec | Confidential and Proprietary 34
35. Who: You alone It will take more time Check and recheck No-go for large website You are not alone! © 2023 Convatec | Confidential and Proprietary 35
36. Celebrate! Go for an award Speak! © 2023 Convatec | Confidential and Proprietary 36
37. 7 WHY’s = 7 KPI’s PERCEIVED DOMAIN AUTHORITY BOOST UNIFY YOUR BRAND ENTERPRISE SEO ORGANIC TRAFFIC INCREASE SUSTAINIBILITY WEBSITE CAPABILITY AUDIT AOS © 2023 Convatec | Confidential and Proprietary
38. https://www.linkedin.com/in/damienrobertseo/ https://www.slideshare.net/damvay