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Multilingual SEO – Optimizing Your Technical Content for Findability

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You work hard to create readable and consistent documentation, and you spend tons of money translating it for your worldwide audience – how do you make sure everyone can find it? That’s the problem …

You work hard to create readable and consistent documentation, and you spend tons of money translating it for your worldwide audience – how do you make sure everyone can find it? That’s the problem that multilingual Search Engine Optimization (SEO) helps you solve.
But if you’re optimizing hundreds or thousands of pages of technical documentation or support content, you can’t afford to pay a third party to optimize each page in each language. So now what can you do?
In this webinar, we will cover these topics:
• How to equip authors to make smart decisions about keyword selection
• Free tools that can make your authors’ decisions even smarter
• Pitfalls of relying on traditional approaches to translation for keyword translation
• Five key aspects for achieving online success in other languages

More in: Technology , Design
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  • Will also present key terminology.
  • A large software company optimized the keywords they used in their support articles. They saw hits more than double, and support calls related to the topics in the articles they optimized dropped by more than 30%.
  • Some companies optimize pages for more than 3 keywords (even up to 20!), but that’s unusual and should be carefully tested.
  • * Style violations such as long and complicated language* Tone of voice such as how to address your customers and avoid jargon


  • 1. Multilingual SEO – Optimizing YourTechnical Content for Findability24 April 2013U.S. callers should dial:+1 (909) 259-0012
  • 2. Matthew JacksonHead of Internet MarketingLingo24PG BartlettHead of Product ManagementAcrolinx
  • 3. Today’s Discussion Why & how to optimize techdocs for search “Multilingual SEO” defined Why translate & optimize web content Identify your target markets Researching keywords for foreign languages URLs & hosting
  • 4. Why Improve Techdoc Findability? Optimized support articles: Impact on customer experience?Hits Calls
  • 5. On-Page Optimization Write quality content Create unique Title Determine your keywords– Which terms should find yourdocument?– Look for better alternatives(next slide) Place keywords appropriately– Title, headings, description– Most important keywords first– Max. # keywords: 1 to 3 Keyword density?– Don‟t overdo it – write forpeople, not search engines
  • 6. You think ofkeywordsGoogle suggestsothers…Google AdWords account/Tools & Analysis/Contextual Targeting Tool
  • 7. Multilingual SEOOptimize for each region andlanguage
  • 8. Whytranslate & optimizewebsite content
  • 9. Lower barriers to entry for search engine marketingthan in the US & UK.WhyLower cost per clicks and less competition in overseasmarkets than in the UK & US.Opportunity to sell products and services to newmarketsNon-English-speaking online markets are growingrapidly
  • 10. Strong growth in Internet usage in overseas marketsInternetusage
  • 11. The opportunitywith translation(Common Sense Advisory Panel‟s „Can’t Read, Won’t Buy‟ report)People are four times more likely to makea purchase online with information in theirown language
  • 12. • Flight comparison site• Ventured international in 2006• Russian website hits skyrocketed from30,000 to over 1 million in just 18 months• Now 23 different languages, 60 currencies• 70% of turnover comes from overseas
  • 13. Different search engines but the same bestpractice translation & SEO rules applySearchengines
  • 14. Identifyyourmarkets:what countries offer search opportunities
  • 15. Check outthe searchdemandgloballyGoogle Global Market finderhttp://translate.google.com/globalmarketfinderIdentify online search demand andcompetition for your businessCompare advertising costs by country onlineAnalyze conversion rate data by country foryour business
  • 16. Google Global Market finderhttp://translate.google.com/globalmarketfinder
  • 17. Selecting atrustedlocalizationpartnerwith SEOexperienceThe following pre-requisites will lead toSEO results:Examples of clients and references?Native-speaking professional translation & SEOexperts, based in the target country.In-house Internet Marketing expertise.Transparency on SEO processes and costs.Evidence of actual SEO and ROI results inmultilingual campaigns?
  • 18. Why usehumantranslatorsovermachines?From Google Translate:“Our goal with Google Translate is toproduce an „80 per cent solution‟. Ithelps understand foreign text, but isnot intended to “produce a polishedversion suitable for publication.”Machine Translation cannot select thecorrect keywords that drive searchvolume.
  • 19. ForeignLanguageKeywordResearch
  • 20. Owing to linguistic and cultural differences, it‟simportant to use the local knowledge of nativespeakers based in the countryUsing nativelanguagespeakers forkeywordresearch
  • 21. 1. Identify leading search engine intarget country & keyword tool touse2. Translate keywords from English(or other language) to targetlanguage and consideralternatives3. Check search volume in keywordtool and identify alternativevariations of keywords.4. Identify keywords that areaccounting for search volumeHow toperformMultilingualKeywordResearch
  • 22. Useful Keyword Research ToolsGoogle Keyword Toolfor most of the worldBaidu Keyword ToolChinaYandex Keyword Tool WordstatRussiaKeywordResearchTools forpopularsearchengines
  • 23. Google Keyword Research
  • 24. Use of English KeywordsUse of English terminology is high in certain businesses:Example: „cloud computing‟ search in Google FranceHybrid Anglicism terms such as „voli low cost‟ are on the riseExample: „low cost airline‟ search in Google Italy
  • 25. Translating& OptimizingContent1. Map keywords from research towebsite pages that are going to betranslated2. Provide clear guidelines totranslators for using the keywordsin the translation3. Include keywords (naturally) in theMeta titles, Meta tags and on-page body text.
  • 26. Geo-targetingwebsiteconfigurationfor languages& countriesConfiguration:1. Domain selection2. Hosting3. Google Webmaster Tools4. Google language code5. URL design
  • 27. 3 Available Options :1. Top level country domain :www.ford.fr - France domain affix2. Country specific subfolders:www.apple.com/fr - French extensionto domain3. Country specific subdomains:fi.lingo24.com - FinnishDomainselection:Options
  • 28. Best option for SEO purposes is TopLevel Country DomainsE.G. www.ford.fr1. Google favors top level domains in localsearch engine results2. Users are more used to seeing countrydomains than subdomains3. Best for SEO: local links will point to country-specific website as opposed to an EnglishversionThe winnerTop Level Country Domains
  • 29. Number of Google search results (in first 2 pages / 20 hits)for “buying gold” in Spain, France, Germany & ItalyThe results are in:Top Level Country DomainsCountry Top Level Domain Sub domains SubfoldersFrance 9 2 0Spain 6 1 0Germany 18 0 0Italy 10 1 1
  • 30. Locally hosted content can give you an edgein country specific search engine resultsNumber of search results for “buying gold” forin-country hosting:Importanceof localhosting CountryNumber of Google search results infirst page / top 10 hits when hostedin-countryFrance 8India 4Spain 4Australia 5UK 7Germany 9China 8Turkey 7
  • 31. To set geo-location preference, log intoWebmaster Tools and follow these steps:1. Set up Google Webmaster Tools2. On the Webmaster Tools homepage, clickthe site you want3. Under Site configuration, click Settings4. In the Geographic target section, selectthe option you wantGoogleWebmastertools:Tell Google whichcountry your website isintended for
  • 32. Specify language and country in the website code:Example: Coding webpage for English forUKUsing the lang & xml:lang attributes of thehtml tag, e.g.:<html lang=”en-gb” xml:lang=”en-gb”>Using the http-equiv meta tag, e.g.:<meta http-equiv=”Content-Language”content=”en-gb” />LanguageCode
  • 33. Localize the URLs for a specific language and country:Translate them, using the main keywords for the page in questionE.g. http://www.lingo24.fr/logiciels-traduction.htmlOther recommendations:• Keep them short but uniquely descriptive, to give an idea of the pagecontent• Words used within URLs should be separated using either hyphen (-) orunderscore (_); whichever you choose, use consistently• Use the most relevant keywords for each page• Do not include spaces, „#‟, „£‟, „$‟ or any other special characters• Use non-query string-based URLs (where possible)Translating text in URLs
  • 34. Translation and multilingual content optimizationTranslation services for over 300 languagesExperience in content optimization in over 25languagesGenuine Native speaking keyword researchexpertiseWebsite content management API solutionsAboutLingo24
  • 35. About Acrolinx Plugs into yourauthoring tool Detects:– Branding & styleproblems– Terminologyviolations– Spelling &grammar errors– Translatabilityproblems– SEO issues Enterprise softwarefor authoring teamsInteractive enforcement of corporate style guide& terminology within authoring tools
  • 36. Follow-Up Contact us!– matthew.jackson@lingo24.com– pg.bartlett@acrolinx.com Recording & slides will be posted soon athttp://www.acrolinx.com/webinars_en.htmlandhttp://lingo24us.com