international search engine optimization and website translation best practices
TRANSCRIPT
© 2015 Net-Translators. All rights reserved
[Nov 5, 2015] Webinar: How to Use Interna:onal SEO (ISEO) to Boost ROI from Mul:lingual Websites
November 5, 2015
Chris Raulf Interna:onal SEO Expert President & Founder at Boulder SEO Marke:ng LinkedIn: www.linkedin.com/in/chrisraulf TwiVer: @swisschris
David Sommer Director, Strategic Opera:ons at Net-‐Translators LinkedIn: hVps://il.linkedin.com/in/davidsommer2
© 2015 Net-Translators. All rights reserved
About David and Net-Translators David • Born in the U.S.; raised in Asia, the Caribbean, and the U.S. • Five kids (some of the wonderful -> the girl ;) • 12+ in the globalization industry Net-Translators • Software Localization • Technical Translation • Medical Translation • Website Translation • Net-Proxy • Localization Testing • Translation Quality Assessment • Internationalization (i18n)
© 2015 Net-Translators. All rights reserved
About Chris and Boulder SEO Marketing Chris • Born and raised in Switzerland • Two amazing kids; love soccer, mountain
biking, hiking, yoga, rock climbing... and crafty Colorado beer
• 20+ years in digital marketing Boulder SEO Marketing • SEO and ISEO Training and Consulting • SEO Site Audits • Content Marketing • Social Media Marketing • Online Lead Generation • LinkedIn Training & More
© 2015 Net-Translators. All rights reserved
Webinar #Hashtags and TwiVer Handles
#NetTranslators @NetTranslators #swisschris @swisschris #SEO #ISEO #Net-‐Proxy
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Agenda
• How to start on the right foot; an introduction to the five pillars
of SEO
• Multilingual keyword research
• International search engine optimization (ISEO) fundamentals
• Tools and technologies to support the ISEO process
• Website localization and translation options; which model best
fits a company's needs
• Questions & Answers
© 2010 Net-Translators, LLC. All rights reserved © 2013 Net-Translators. All rights reserved www.net-translators.com
© 2015 Net-Translators. All rights reserved
A Couple of Quick Polls
• Is your website already translated?
• If so, is your translated website
properly optimized for multilingual
search?
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Google’s Algorithm
Check out the entire infographic at: http://www.entrepreneur.com/article/226884
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A Goal Without A Plan Is Just A Wish.
Antoine de Saint-Exupery (French writer; 1900 - 1944)
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The 5 Pillars of SEO
1. Technical Health of Website 2. Website Functionality 3. On-Page Search Engine
Optimization 4. Off-Page Search Engine
Optimization 5. Social Media Marketing
Content Marketing
What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/
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ISEO Requires a Strong Team Resources: • SEO Manager
– Develop strategy – Manage team and drive process – Analyze date
• Content Creator – Web content, blog posts, in-depth articles,
white papers, case studies, etc. • Social Media Expert
– Draft and publish social media messages – Community management, etc.
• Webmaster
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https://support.google.com/webmasters/answer/35769?hl=en
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Quick Poll Have you done keyword research in a scientific way?
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Multilingual Keyword Research
http://translate.google.com/globalmarketfinder
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Basic ISEO Process • ISEO Vendor: Product Training / Set-up / Analysis / File Prep • ISEO Vendor: Provide instructions for ML SEO expert / linguist • ISEO Vendor: Keyword research and transcreation • Customer: Review and approve transcreated keywords • ISEO Vendor: Transcreation of title, description, keyword and
image alt tags • Customer: Review meta and alt tags • ISEO Vendor: Review and light edit of localized web pages • Customer: Review edited web pages • ISEO Vendor: Review of changes and final QA • Customer & ISEO Vendor: Update glossary and TM • Customer & ISEO Vendor: Implement ongoing content
development strategy • Customer: Implement technical ISEO best practices • Customer & ISEO Vendor: Ongoing in-country SEO
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Some Keyword Research Tools • Google Global Market Finder:
http://translate.google.com/globalmarketfinder
• Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner
• Google Search Console: https://www.google.com/webmasters/tools
• Wordtracker: http://www.wordtracker.com/
• Keyword Discovery: http://www.keyworddiscovery.com/
• Spyfu: http://www.spyfu.com/ • Plugins, etc.
© 2015 Net-Translators. All rights reserved
[Friendly Reminder] Don’t Forget to Update Your Glossary and TM
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Another Quick Poll
• Do you create content on an ongoing
basis for your localized websites?
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Content Creating and Optimization Tips ü Optimized meta tags:
• Title [50 - 60 characters] • Description [150 - 160 characters] • Keywords [2-4 target SEO keywords] • Alt / Images
ü Blog posts: At least 350 - 500 words ü In-depth articles: 1,000+ words ü Include links to other related pages on your site and other high quality
websites ü If possible, add an image and include an alt tag with a target keyword ü Place keyword(s) in applicable H1, H2 & H3 heading ü Try to include an important target keyword in the first paragraph as well
as the last and hyperlink it to an applicable page ü Don’t forget to include a call to action!
• Share on social media • Click / call to request a quote • Download a white paper / view webinar, etc.
ü Set up Goal tracking in Google Analytics
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Localizing your site
• Replication
• CMS
• Proxy solution
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Net-Proxy
• Reduces IT involvement to practically nothing • Incur no additional infrastructure costs • Concentrate on your content and not on translation • Separates your CMS from your translations • Easily add languages as you grow internationally • Reduce costs by leveraging your translation assets • Automatically identify changes to the content • Deploy localized updates quickly • Easily manage ISEO
© 2015 Net-Translators. All rights reserved
Let’s see something cool!
• http://www.boulderseomarketing.com/
• http://de-ch-35fll0al-p.app.net-proxy.com/
© 2015 Net-Translators. All rights reserved
What’s Next… • Stay tuned for our next event.
• Learn more about Net-Translators: www.net-translators.com
• Learn more about Boulder SEO Marketing: www.boulderseomarketing.com
• Learn about upcoming webinars, events and more: Twitter.com/NetTranslators LinkedIn.com/company/Net-Translators Facebook.com/NetTranslators
© 2015 Net-Translators. All rights reserved
[Nov 5, 2015] Webinar: How to Use Interna:onal SEO (ISEO) to Boost ROI from Mul:lingual Websites
November 5, 2015
Thank You! Any Ques:ons?
Chris Raulf Interna:onal SEO Expert President & Founder at Boulder SEO Marke:ng LinkedIn: www.linkedin.com/in/chrisraulf TwiVer: @swisschris
David Sommer Director, Strategic Opera:ons at Net-‐Translators LinkedIn: hVps://il.linkedin.com/in/davidsommer2