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Monotype: Global SEO & Domain Structure Strategy

 Overview

 

At Monotype, I led the initiative to standardise international domain structures and SEO implementation across multiple global web properties. This was a foundational project to enable scalable localisation, improve crawl efficiency, and support multilingual SEO best practice — all in preparation for merging MonotypeFonts.com into Monotype.com.

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Objectives

 

  • Unify inconsistent domain and URL structures across regions and languages

  • Improve international SEO hygiene (e.g. hreflang, canonicalisation, duplication)

  • Lay the groundwork for scalable localisation across content, currency, and experience

  • Reduce indexing errors and technical bloat in preparation for platform migration

My Role

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  • Conducted SEO audits across global subdirectories and domains

  • Defined the recommended domain/language/currency structure (e.g. /en-gb/, /fr-fr/)

  • Flagged schema, hreflang, and metadata inconsistencies

  • Advised cross-functional stakeholders on CMS limitations and SEO risk

  • Liaised with devs and localisation teams to document implementation requirements

01.

1. Audit & Discovery

  • Analysed crawl maps, duplicate content, and hreflang usage

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  • Identified fragmentation in URL naming, inconsistent metadata, and misconfigured language-targeting

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  • Benchmarked against SEO best practice for global content delivery

02.

Recommended Structure

  • Proposed unified format: language-code/country-code for URLs (e.g. /en-us/)

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  • Provided localisation-friendly metadata and indexing guidance

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  • Built documentation for CMS, dev, and localisation teams

03.

Alignment & Rollout Support

  • Presented findings and recommendations to C-suite leadership

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  • Advised on risks of content injection via APIs, schema errors, and crawl bloat

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  • Built handoff guides for development and SEO teams post-merger

Strategic Pillars​​

Results​

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  • Improved crawl efficiency and page indexing across global sites

  • Reduced SEO risk ahead of MonotypeFonts.com and Monotype.com consolidation

  • Enabled scalable language/currency expansion for future regions

  • Increased visibility of localised content through better structured targeting

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Tools & Tech Used

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  • Google Search Console, Screaming Frog, SEMrush

  • CMS: Drupal, Shopify

  • Internal schema documentation

  • Excel and Miro for mapping & alignmen

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