Practice English Speaking&Listening with: IP Delivery: Background and Considerations

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Hi my name is Maile Ohye and I am a support engineer with Google

Webmaster Central. Today I´d like to discuss the fairly advanced topic of IP

delivery. We´ll talk about the background and some considerations

should you choose to implement the IP delivery on your site

Today´s topic will consist of four areas. First well discuss the background on

IP delivery and this is why a webmaster might choose to implement

techniques such as IP delivery. Next I´ll talk about how Google.com

servers ours users, and so, you can see some of the ways that weve

served our users given their different IP addresses and after you see some

of the techniques at Google.com. I´ll show you some HowNotTo use,

these are examples from the field of major websites that have implemented

IP delivery but using suboptimal methods, so

these are things to shy away from.

And last, Ill recap with some design considerations for when you want to

design your site for IP delivery. First you might ask the question why

would a webmaster choose to use IP delivery. One major reason is that IP

delivery helps you target information to users. Let´s say you have a .com

URL, and your business is all in English and you are doing very well in the

United States. If you want to broaden your marketplace and perhaps serve

users in Europe. Then youve realized a potential customer in Germany is

going to have different needs than your American users.

For example, they might have different languages needs, as well as different

regional concerns, such as what is the shipping tax when you ship your

product to my country and that is where IP delivery comes into play.

IP delivery is the practice of delivering specific content to users based on

their IP address. So, if you can detect a users IP address when the request

comes in and understand which region theyre from you might be able to

target specific content, such as ads that are more pertinent to their region,

so this might be if you find that a user comes from California based on their IP

address you might say: "we have low shipping cost to California" or if you

can detect that they are from Germany you might say: "Oh, there is no taxes

for handling for users in Germany". So, let´s make this more concrete by

seeing what Google.com actually does, so take the scenario where you are a

user in Switzerland, so you have a Switzerland based IP address and

your browser is set to German, which is a language of the region if you then

visit www.google.com rather being shown the content of

www.google.com, youll actually likely be redirected to www.google.ch,

and this is Switzerlands top level domain and here you´ll see the

content and it´ll be in German as well. So, in this instance Google not only

utilized the IP address, but also the language settings.

Now, a slight variation on the scenario, is lets say you are user in Switzerland

but youre just vacationing, you are actually an American who is just there.

So, you still have that Switzerland IP address but you might have your

browser set to English settings, so now let´s say this user visits

www.google.com, instead of being redirected as the former user,

their URL may likely remain www.google.com and theyll see

similar content to many of us in the United States, but unlike what we see

in the United States because of their IP address, this page is actually

updated with a link that says go to Google Switzerland.

So, again here is an area where Google uses an IP address to serve

this user better information. So, now youve seen some things Google uses

what are some of the HowNotTos? Well, these are some of the mishaps

we have seen on the web and one idea is that a website might choose to,

you know, broaden their market place by translating all of their existing

content, but serving all this content on the same URLs,

so they haven´t modified any of their site structure, now this is going to be

problematic, because a URL should largely be unique and should be

largely the same content per URL, and some issues can arise when

this doesnt happen, for example users can no longer share URLs among each

other if they are not from the same IP range, so if I see a great product on

your URL and I am in America and I want to share that with my friend in

Japan you might show something totally different or update that

completely in Japanese but that might not be the way we want to share it,

we´d like to see the same content. And another side effect of using the

same URLs to serve different content such as different languages is that.

You need to remember search engine crawlers can come from all over the

world, so we can have a number of IP addresses. So let´s say your .com site

serves 90% of your users in English, but youre trying to reach 5%

that are in German, so youd rather that search results showed English

content, but let´s say a search engine crawls you from a German IP,

and so you give them all German content for those URLs.

It is very possible that a search engine can override your existing English data

with that German content, which can result in titles and snippets that are in

a different language than you would desire.

Another HowNotTo is to serve Googlebot specifically different content

than you do to users. This is called cloaking and it is a violation of our

webmaster guidelines, so remember, if you are implementing IP Delivery then

youre going to want to serve the Googlebot the same content that you

serve to users with a similar IP address.

And now, that youve see what Google uses, youve seen alsosome

HowNotTos. Let´s just cover some design considerations.

As we discussed earlier, keep each URL consistent, serve largely

the same content on each URL. This means that if you have dynamic

portions that you contain them or limit them to just small areas.

So, for Google we have a link that says "Go to Google Switzerland".

Another thing you might add is maybe the same product that everyone sees,

but with regional coupons, such low shipping cost to Germany.

In tandem with that idea, is to create separate URls for

your more varied content. So, if youve translated your content to different

languages, remember that youre also going to want to create subdomains or

subdirectories or even obtain a top level domain for that information,

and if you choose to do that, say you have German content now, you might

put that on example.com/de or on a top level domain example.de

and if you use subdirectories or subdomains remember

that if they are verified you can use Webmaster Tools for geolocation

and there you can take something like example.com/de and target that

to the location of Germany. And last, keep in mind that knowing your users

IP address and utilizing IP delivery does not solve all your problems

you still need to respect users and their browserslanguage settings,

because again you might just have an English user

who is just on vacation in Germany. So keep in mind you can use the

Accept-Language header that comes in the request to give your users the

most optimal results.

So thanks so much for watching this segment on IP delivery

for more webmaster information, please check out

Webmaster Central at google.com/webmasters/

The Description of IP Delivery: Background and Considerations