Global SEO, terminology and translationHow to manage successful international SEO campaigns

International Search Summit Munich11 April 2013

m.zeitler@MarkTheGlobe.com

Agenda MarkTheGlobe Worst Practice Examples Translation technology and processes Terminology management and keyword

research Translation memory and on-page optimization Best Practices

MarkTheGlobe

International search engine optimization In-house software development All languages and worldwide markets Worldwide SEO supplier network

Website Translation Example

Worst Practice: Mixed languages

Worst Practice: Mixed languages

Alexa Traffic Rank PageviewsGlobal 522 260MUS 168 230MDE 8.656 1M

Seiten (Englisch) Seiten (Deutsch) Seiten (aus Deutschland)

55,600

15,600

4,160

Google Index

Pages (English) Pages (German) Pages (Germany)

Issues: Google cannot determine language Google does not recognize targeted country

Result: Reduced traffice

Website Translation Example

Worst Practice: Shallow Translation

Shallow Localization - Results

Alexa Traffic Rank PageviewsGlobal 48.227 3,2MUS 25.486 1,6MDE 121.287 N/A

Seiten (Englisch) Seiten (Deutsch) Seiten (aus Deutschland)

286,000

480 2

Google Index

Pages (English) Pages (German) Pages (Germany)

Issue: Not enough localized content

Result: Reduced traffic

Keywords

Goal:Identify relevant keywords with a good amount of search queries that has less than average competition. (KEI = Keyword Effectiveness Index)

Translating Keywords?

Translators:Dictionary provides the correct translation

Translating Keywords

Kraftf

ahrz

eugv

ersic

heru

ng

Mot

orfa

hrze

ugve

rsich

erun

g

KFZ-Ver

siche

rung

Autov

ersic

heru

ng SEO KeywordNot in the dictionary!

SEO Experts: Search volume, competition, KEI, …

US vs. German Keywords

ebay.com ebay.de

Much better keyword selection in US market

SEO Process & Content Creation

Keyword Research Authoring On-Page

SEO Publish

Authoring Keyword Research

On-Page SEO Publish

Variant 1: Content is created for specific keywords

Variant 2: Content is enriched with relevant keywords

Best Practice: SEO Process

Provide SEO tools and guidelines to authors to integrate process

Authoring

Keyword Research

On-Page SEO

Publish

SEO for website content authors

On-Page integrated in editing environment + keyword research in browser window

Lots of common topics: Keywords, Content Strategy, Language

Natural extension:WCMS: Create content

Localization: Translate contentGlobal SEO: Use content

Global SEO and Localization

Translation Memory Technology Reuses previous translations of sentences

across whole website and/or versions

Pricing structure: 100% matches: free Fuzzy matches: 8 cent/word New translations: 16 cent/word

Translators/Reviewers work in translation memory editing environment, not HTML. Changes introduced after the translation is complete are automatically overwritten in the next iteration.

Terminology ManagementSome companies have built dictionaries fortranslators.

These dictionaries areintegrated with thetranslation memory editor

These corporate dictionaries are mostly created with a focus on branding and standardization.

Start Translation (Target) Review Translation (Target)

Keyword Research (Target)

SEOTerminology Validation

(Target)

On-Page SEO (Target)

Review SEO (Target)

Align TM (optional?)

Publish (Target) End

Translation, Terminology & SEO

This is a lot of work and

takes forever!

Authoring

Keyword Research

On-Page SEO

SEO aware Multilingual Content

1. Writers and translators need tools and guidelines for an integrated process!2. Termbase needs to support SEO metrics for better keyword selection3. CMS or translation memory editor needs to support SEO on-page factors & rules

Authoring

Keyword Research(Source)

On-Page SEO (Source)

Publish

Translation (Target)

On-Page SEO (Target)

Keyword Research (Target)

SEOTerminology Validation

(Target)

Review Translation (Target)

Best Practice: integrated environment

Q&A