more than words: localizing your international content
TRANSCRIPT
#MozCon
Zeph Snapp • Altura Interactive
MORE THAN WORDS:
@zephsnapp • [email protected]
Localizing Your International Content
SATURATION RATESIN US & UK ARE 88%
YOU WANT TO GROW? LOOK OUTSIDE
HREFLANG
SITE STRUCTURE
THAT’S ENTRY LEVEL
YOU’RE ROCK STARS!
TRAINING
ESTABLISH YOURRESOURCES
ASSETS
STAFFBE REALISTIC
BUDGET
GAMEPLAN
CONTENT STRATEGYWHO, HOW, WHY
PERSONAS CHANGE
PERSONAS CHANGECULTURE
PERSONAS CHANGECULTUREAGE
PERSONAS CHANGECULTUREAGESPENDING POWER
KEYWORD RESEARCHUNIVERSAL QUERIES:
KEYWORD RESEARCHHOW TO BICYCLE KICK
KEYWORD RESEARCHLOCALIZED QUERY
KEYWORD RESEARCHWHO WON CONCACAF?
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STYLE GUIDES
BUILD TEMPLATE
EXECUTING THE PLAY
MACHINE TRANSLATION
MACHINE TRANSLATIONMACHINE LEARNING
MACHINE TRANSLATIONMACHINE LEARNINGHUMAN TRANSLATION
MACHINE TRANSLATIONMACHINE LEARNINGHUMAN TRANSLATIONCROWDSOURCING?
MACHINE TRANSLATIONMACHINE LEARNINGHUMAN TRANSLATIONCROWDSOURCING?MARKETERS
LOCALIZATION TIPS
LOCALIZATION TIPSTEST FIRST
LOCALIZATION TIPSTEST FIRSTPAY BY THE HOUR
LOCALIZATION TIPSTEST FIRSTPAY BY THE HOURBILINGUALS DO IT BETTER
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BLOGGINGTRANSLATE +ORIGINALCONTENT =QUERY INTENT
NURTURE FANBASE
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VIDEOSTRANSCRIPTSUBTITLEOPTIMIZE
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MAKE SOME NOISE!
LINKS
STILL MATTER
LINKSSHARES
STILL MATTER
LINKSSHARESREFERRALS
STILL MATTER
LINK RECLAMATIONTHE EASY SCORE
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ID, REACH OUT, GET LINKSPRO TIP:
HOLD OFF ON REDIRECTING
GUEST AUTHORSCALL IN A SUB!
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CONTACT FORMS 40% MORE EFFECTIVE
Nudo.io
CONTACT FINDERSPANISH LANGUAGE SITES
DON’T BURN BRIDGES
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PAID CONTENT PROMOTION ON FACEBOOK = COVERAGE
¡GRACIAS!http://alturainteractive.com/
international-seo-basics
1. http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
2. http://blogs.20minutos.es/al-contragolpe-futbol/files/2014/06/losdos.jpg
3. http://www.futbolcontextualizado.com/blog/wp-content/uploads/2013/02/Juegos-de-f%C3%BAtbol.jpg
4. https://www.flickr.com/photos/prismatico/4708191195/in/pool-wm2006%7Cprismatico
5. http://www.vivelohoy.com/wp-content/uploads/2014/03/476905147.jpg6. https://www.flickr.com/photos/51422503@N03/4747309672
IMAGE CREDITS
1. http://www.dw.de/argentina-b%C3%A9lgica-revancha-mundialista/a-17760233
2. http://static1.ad.nl/static/photo/2014/4/3/13/20140629201454/media_xll_2339968.jpg
3. http://jaimepg.com/4. http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-
Liga-MX-2012.jpg5. https://www.flickr.com/photos/liznn7/11274182046/6. https://www.flickr.com/photos/antoon/14350303248/sizes/h/in/
photostream/
IMAGE CREDITS
1. https://www.flickr.com/photos/azculture/13658045685/in/photostream/lightbox/
2. https://www.flickr.com/photos/landahlauts/54028378363. http://www.fifa.com/worldcup/photos/galleries/y=2014/m=7/
gallery=brasil-alemania-en-imagenes-2401948-2401954.html#2401903 Photo by Jamie McDonald/Getty Images
4. http://euro.mediotiempo.com/media/2011/05/10/fifa-1.jpg5. http://p1.trrsf.com/image/fget/cf/images.terra.com/2014/06/30/layun-
giovaniafp29.jpg6. https://www.flickr.com/photos/fotojota/4777406082/sizes/o/in/
photostream/
IMAGE CREDITS
1. https://sports.yahoo.com/blogs/dirty-tackle/rafa-marquez-and-arjen-robben-combine-to-give-netherlands-a-late-winner-over-mexico-184210941.html
IMAGE CREDITS