Creating and Maintaining an Internationalized Web Site <ul><li>Brian “Bex” Huff </li></ul><ul><li>Chief Software Architect...
Agenda <ul><li>Intro to multi-site management </li></ul><ul><li>Translation vs. Localization </li></ul><ul><li>Localizatio...
Global Software is Different... <ul><li>No longer &quot;software&quot;, its &quot;gigaware&quot; </li></ul><ul><ul><li>App...
Beyond Single-Site Management <ul><li>Initial state: a large number of internal and external Web sites </li></ul><ul><ul><...
How Multi-Site Management Helps <ul><li>Lower site management costs, and more accurate content </li></ul><ul><ul><li>Conte...
Translation is not Localization! <ul><li>Translation: </li></ul><ul><ul><li>Taking content relevant for one region or audi...
Is it a Localized Site, or a Microsite? <ul><li>Some locales may be very active </li></ul><ul><ul><li>Their site looks alm...
Benefits of Localization Management <ul><li>Cost savings </li></ul><ul><ul><li>Content translated once instead of multiple...
What Tools Do We Need? <ul><li>Oracle Universal Content Management </li></ul><ul><ul><li>Document management </li></ul></u...
Translation Process <ul><li>Internal translation resources vs. translation service? </li></ul><ul><ul><li>Use 3rd party tr...
Internal Workflow <ul><li>Initial questions </li></ul><ul><ul><li>Does your organization have an official language? </li><...
Internal Workflow, cont. <ul><li>Understanding changes </li></ul><ul><ul><li>Do you plan to set up a mechanism to categori...
Who “Owns” The Localized Site? <ul><li>Establish Web site ownership rules </li></ul><ul><ul><li>Creating guidelines for ma...
Site Maintenance <ul><li>Content relationships key to long-term maintenance </li></ul><ul><ul><li>Original vs. translated ...
Governance and Microsites <ul><li>A &quot;localizable&quot; site needs a universal style guide </li></ul><ul><ul><li>Gover...
Translation Challenges <ul><li>Translation workflows vary wildly </li></ul><ul><ul><li>Different departments have differen...
Translation Challenges, cont. <ul><li>File Management </li></ul><ul><ul><li>Making sure the translators are working with t...
Localization Steps <ul><li>Localize applications </li></ul><ul><ul><li>Relatively simple </li></ul></ul><ul><li>Localize n...
Application Localization <ul><li>Labels, buttons, error messages need to be stored as translatable strings </li></ul><ul><...
Localizing Content-Rich Applications <ul><li>Separate &quot;labels&quot; from &quot;content&quot; </li></ul><ul><li>Labels...
Navigation Localization <ul><li>Section labels and URLs need to be translatable strings </li></ul><ul><li>Sections need to...
Content Localization <ul><li>If a 3rd party translator is needed, select one with an API </li></ul><ul><ul><li>You’ll need...
Oracle Translation Workflow Dashboard <ul><li>Direct availability:  content is released immediately once translated and ap...
Example Implementation <ul><li>New global e-commerce website </li></ul><ul><ul><li>Some locales were more “active” than ot...
Additional Tools <ul><li>Navigation Dashboard </li></ul><ul><ul><li>Allows quick and easy localization of navigation </li>...
“Next Best Locale”
Navigation Dashboard
Localization Tips <ul><li>Test multiple translation vendors </li></ul><ul><ul><li>Some are better with different kinds of ...
Reducing Costs: Translation Memory Software <ul><li>Database of words and phrases you translated previously </li></ul><ul>...
Reducing Costs: Crowdsourcing <ul><li>Allow your community to translate your site for you </li></ul><ul><li>Benefits </li>...
International SEO Tips <ul><li>Have a top-level domain in the country of interest </li></ul><ul><ul><li>Global site: compa...
International SEO, part 2 <ul><li>Avoid the META KEYWORDS tag: it's ignored by search engines </li></ul><ul><ul><li><title...
International SEO, part 3 <ul><li>Create a sitemap.xml file for each locale </li></ul><ul><ul><li>http://www.sitemaps.org ...
<ul><li>Join us at IOUG Collaborate, 2011 </li></ul><ul><ul><li>April 10-14, 2011 </li></ul></ul><ul><ul><li>Orlando, Flor...
<ul><li>My Company:  http://bezzotech.com </li></ul><ul><li>My Blog:  http://bexhuff.com </li></ul><ul><li>My Self:  [emai...
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Creating and Maintaining An Internationalized Website

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A presentation I gave at Oracle Open World 2010 on how to create and maintain a website in multiple languages, regions, and locales.

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Creating and Maintaining An Internationalized Website

  1. 1. Creating and Maintaining an Internationalized Web Site <ul><li>Brian “Bex” Huff </li></ul><ul><li>Chief Software Architect </li></ul>
  2. 2. Agenda <ul><li>Intro to multi-site management </li></ul><ul><li>Translation vs. Localization </li></ul><ul><li>Localization tools and process </li></ul><ul><li>Common issues with translation management </li></ul><ul><li>Localization steps </li></ul><ul><li>Case study </li></ul><ul><li>Cutting costs </li></ul><ul><li>International Search Engine Optimization (SEO) </li></ul>
  3. 3. Global Software is Different... <ul><li>No longer &quot;software&quot;, its &quot;gigaware&quot; </li></ul><ul><ul><li>Applications meant to (potentially) support a billion of something </li></ul></ul><ul><li>New problems always crop up with a billion of something </li></ul><ul><ul><li>Every order of magnitude changes the landscape </li></ul></ul><ul><li>In our case, we need to think of a billion people... </li></ul><ul><ul><li>What percentage use right-to-left languages? </li></ul></ul><ul><ul><li>What laws, regulations, and cultural taboos do you need to keep in mind? </li></ul></ul><ul><ul><li>When is it a good time to do scheduled maintenance on a global website? </li></ul></ul><ul><ul><li>What's the best way to do global search engine optimization? </li></ul></ul>
  4. 4. Beyond Single-Site Management <ul><li>Initial state: a large number of internal and external Web sites </li></ul><ul><ul><li>Intranet, records management, document management </li></ul></ul><ul><ul><li>Customers, partners, and supplier extranets </li></ul></ul><ul><ul><li>Content delivery to multiple portals and applications </li></ul></ul><ul><li>How did we get here? </li></ul><ul><ul><li>The web is the standard for high speed communication and interaction </li></ul></ul><ul><ul><li>Business need for targeted communication in multiple regions </li></ul></ul><ul><ul><li>Audience expectations for topic-specific or “micro-sites” </li></ul></ul><ul><li>Some or all of which need to be localized and/or translated </li></ul><ul><ul><li>Creation and maintenance can be difficult </li></ul></ul><ul><ul><li>The alternative is inconsistent branding, lost customers </li></ul></ul>
  5. 5. How Multi-Site Management Helps <ul><li>Lower site management costs, and more accurate content </li></ul><ul><ul><li>Content and sites managed by business, not IT </li></ul></ul><ul><ul><li>Content can be reused, converted, translated, and re-purposed </li></ul></ul><ul><ul><li>Faster implementation time for new sites </li></ul></ul><ul><ul><li>Single infrastructure / architecture cheaper to maintain </li></ul></ul><ul><li>Enforce brand guidelines </li></ul><ul><ul><li>Common centralized templates, style guide, and digital assets </li></ul></ul><ul><li>Centrally managed Web content </li></ul><ul><ul><li>Records and retention management for discovery, litigation and risk management </li></ul></ul><ul><ul><li>Content usage analytics (contribution and consumption) </li></ul></ul><ul><ul><li>Workflow approvals </li></ul></ul>
  6. 6. Translation is not Localization! <ul><li>Translation: </li></ul><ul><ul><li>Taking content relevant for one region or audience, and translating it word-for-word into another language used by that audience. </li></ul></ul><ul><ul><li>Example: government web site translated into all official languages </li></ul></ul><ul><li>Localization: </li></ul><ul><ul><li>Taking content relevant for a general audience, and changing the syntax of the content to appeal to a sub-group </li></ul></ul><ul><ul><li>Localization usually includes translation, but not always </li></ul></ul><ul><ul><li>Example: some product statements cannot be made in certain countries </li></ul></ul><ul><li>Which do you need? </li></ul><ul><ul><li>How many languages do you support? </li></ul></ul><ul><ul><li>Should different audiences see different content or navigation? </li></ul></ul>
  7. 7. Is it a Localized Site, or a Microsite? <ul><li>Some locales may be very active </li></ul><ul><ul><li>Their site looks almost nothing like the global site </li></ul></ul><ul><li>Do you want to manage this process? </li></ul><ul><ul><li>Requires everybody to use the exact same process </li></ul></ul><ul><li>Or, do you want &quot;active locales&quot; to have total control? </li></ul><ul><ul><li>Completely different content </li></ul></ul><ul><ul><li>Completely different navigation structure </li></ul></ul><ul><ul><li>Completely different web applications </li></ul></ul><ul><ul><li>At this point, it’s no longer a localized site, but still can re-use content </li></ul></ul>
  8. 8. Benefits of Localization Management <ul><li>Cost savings </li></ul><ul><ul><li>Content translated once instead of multiple times </li></ul></ul><ul><li>Go-to-market time savings </li></ul><ul><ul><li>Sites launched quicker by re-using exiting translated content </li></ul></ul><ul><li>Brand management </li></ul><ul><ul><li>Central repository for localized images, and positioning content </li></ul></ul><ul><li>Frees up resources to improve the site </li></ul><ul><ul><li>Focus on new features that enhance revenue </li></ul></ul><ul><ul><li>Web campaigns, interactive targeted Web marketing, etc. </li></ul></ul>
  9. 9. What Tools Do We Need? <ul><li>Oracle Universal Content Management </li></ul><ul><ul><li>Document management </li></ul></ul><ul><ul><li>Metadata tagging for country, language, audience, translation state </li></ul></ul><ul><ul><li>Flexible security model </li></ul></ul><ul><li>Oracle Site Studio </li></ul><ul><ul><li>User-friendly contribution for knowledge workers </li></ul></ul><ul><ul><li>Business users have one place to go to manage localized data </li></ul></ul><ul><li>Translation Workflows </li></ul><ul><ul><li>Route content to business owners to localize for a specific audience </li></ul></ul><ul><ul><li>Route content to external partners for translation </li></ul></ul><ul><ul><li>Route to reviewers for final approvals </li></ul></ul><ul><li>Custom Components </li></ul><ul><ul><li>Localization process varies wildly... </li></ul></ul>
  10. 10. Translation Process <ul><li>Internal translation resources vs. translation service? </li></ul><ul><ul><li>Use 3rd party translator for all changes, or just big projects? </li></ul></ul><ul><ul><li>How will you handle file management between you and the translator? </li></ul></ul><ul><ul><li>Do they need Site Studio access, or source files? </li></ul></ul><ul><ul><li>Does the translator offer an API to manage translation? </li></ul></ul><ul><li>What types of source content need to be translated? </li></ul><ul><ul><li>Word docs, XML, PDF, images, flash, video, resource bundles, etc. </li></ul></ul><ul><ul><li>Can the company handle everything you need? </li></ul></ul>
  11. 11. Internal Workflow <ul><li>Initial questions </li></ul><ul><ul><li>Does your organization have an official language? </li></ul></ul><ul><ul><li>How many locales will create their own content? </li></ul></ul><ul><ul><li>Will some locales be more &quot;active&quot; than others? </li></ul></ul><ul><ul><li>What content needs to be translated, versus localized? </li></ul></ul><ul><li>Workflow and routing </li></ul><ul><ul><li>How will new content be routed for translation / approval? </li></ul></ul><ul><ul><li>How will small changes be routed? </li></ul></ul><ul><ul><li>Which people and which tools will need notifications? </li></ul></ul><ul><ul><li>Will there be internal approval of translated content? </li></ul></ul><ul><ul><li>When will non-translated or partly-translated content go live? Never? </li></ul></ul><ul><ul><li>When will content be considered “stale”? </li></ul></ul><ul><ul><li>How long will you tolerate “stale” content” </li></ul></ul>
  12. 12. Internal Workflow, cont. <ul><li>Understanding changes </li></ul><ul><ul><li>Do you plan to set up a mechanism to categorize changes? </li></ul></ul><ul><ul><ul><li>What content is critical, and what is “nice to have”? </li></ul></ul></ul><ul><ul><ul><li>What languages are critical, and which are “nice to have”? </li></ul></ul></ul><ul><ul><li>Who determines priority? The author? The locale manager? </li></ul></ul><ul><ul><li>Is all content localized? If not, who makes the decision? </li></ul></ul><ul><li>Brand management </li></ul><ul><ul><li>How much flexibility should/will each localized site have with branding? </li></ul></ul><ul><ul><li>When the global company re-brands, will you require re-localization? </li></ul></ul><ul><ul><li>Will the re-brand be all-at-once, or rolled out eventually? </li></ul></ul>
  13. 13. Who “Owns” The Localized Site? <ul><li>Establish Web site ownership rules </li></ul><ul><ul><li>Creating guidelines for maintaining current Web site content </li></ul></ul><ul><ul><li>Who owns the budget for content translations? </li></ul></ul><ul><ul><li>Who owns/obtains ownership of the domain? </li></ul></ul><ul><ul><li>Can you obtain ownership of the domain or do you have to use an alternate URL? </li></ul></ul><ul><ul><li>Are you planning to release a localized version but do not have a local office in the country? </li></ul></ul><ul><li>Who officially owns Web site branding in your organization? </li></ul><ul><ul><li>Each localized site need one primary contact / owner </li></ul></ul><ul><ul><ul><li>Without one, stale content is guaranteed </li></ul></ul></ul><ul><ul><li>Understands the language / need for localized content </li></ul></ul><ul><ul><li>Responsible for keeping content up-to-date </li></ul></ul><ul><ul><li>Coordinates with translators </li></ul></ul>
  14. 14. Site Maintenance <ul><li>Content relationships key to long-term maintenance </li></ul><ul><ul><li>Original vs. translated items - helps automate processes & workflows </li></ul></ul><ul><ul><li>Which items belong to which Web sites? </li></ul></ul><ul><ul><ul><li>groups content for appropriate searching, replication, bulk translation, etc. </li></ul></ul></ul><ul><li>Are originals ever used on multiples sites? </li></ul><ul><li>Oracle UCM Implementation </li></ul><ul><ul><li>Use metadata to control language, region, audience, relationships </li></ul></ul><ul><ul><li>Use accounts to control region-specific content security </li></ul></ul><ul><ul><li>Workflows can become overwhelming </li></ul></ul><ul><ul><ul><li>Need a more report-based approach to what work needs to be done </li></ul></ul></ul>
  15. 15. Governance and Microsites <ul><li>A &quot;localizable&quot; site needs a universal style guide </li></ul><ul><ul><li>Governance about navigation, content, images, styles, and applications </li></ul></ul><ul><ul><li>Locales that conform are easier to translate / manage </li></ul></ul><ul><ul><li>Without one, your pages may not meet the audience’s needs </li></ul></ul><ul><li>Compromise: locale-specific &quot;microsites&quot; </li></ul><ul><ul><li>Primary localized site follows the universal style guide </li></ul></ul><ul><ul><li>If locales need a radically different look, make a microsite </li></ul></ul><ul><ul><ul><li>Small handful of pages / apps, specific to the audience </li></ul></ul></ul><ul><ul><ul><li>Not re-usable by other locales </li></ul></ul></ul><ul><ul><ul><li>“Deep Links” to main site </li></ul></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Allows for 100% control of UI, content, apps, and navigation </li></ul></ul><ul><ul><li>Majority of localized site follows style guide </li></ul></ul>
  16. 16. Translation Challenges <ul><li>Translation workflows vary wildly </li></ul><ul><ul><li>Different departments have different translation needs </li></ul></ul><ul><ul><li>Time frames, monitoring, participation </li></ul></ul><ul><ul><li>Should consolidate into UCM, and have different workflows per item </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>There's a startup cost for any translation </li></ul></ul><ul><ul><li>Ideally, we could submit all items logically similar </li></ul></ul><ul><ul><li>Requires different departments to pay for different things </li></ul></ul><ul><ul><li>Batches should be one bill, not a dozen </li></ul></ul><ul><ul><li>Figuring out who-pays-for-what can frequently be a surprisingly hard problem </li></ul></ul><ul><ul><li>So, each department submits their sub-batch, which increases costs </li></ul></ul>
  17. 17. Translation Challenges, cont. <ul><li>File Management </li></ul><ul><ul><li>Making sure the translators are working with the latest revision </li></ul></ul><ul><ul><li>Use the API supported by the specific agency </li></ul></ul><ul><ul><ul><li>Push new content, pull translated content </li></ul></ul></ul><ul><li>Lack of transparency </li></ul><ul><ul><li>Who is really doing my translation? </li></ul></ul><ul><ul><li>Agencies receive files, then outsource to freelancers </li></ul></ul><ul><ul><li>Content owners rarely get direct communication with translators </li></ul></ul><ul><li>Politics! Politics! Politics! </li></ul><ul><ul><li>To cut costs, organization may want to standardize on ONE tanslator </li></ul></ul><ul><ul><li>But, different regions prefer different translators, which causes issues </li></ul></ul><ul><ul><ul><li>Who has budget? Who knows the market? </li></ul></ul></ul><ul><ul><ul><li>Who can determine quality? Who knows the overall strategy? </li></ul></ul></ul>
  18. 18. Localization Steps <ul><li>Localize applications </li></ul><ul><ul><li>Relatively simple </li></ul></ul><ul><li>Localize navigation </li></ul><ul><ul><li>Trickier, but needs infrequent updates </li></ul></ul><ul><li>Localize content </li></ul><ul><ul><li>Requires constant updates </li></ul></ul>
  19. 19. Application Localization <ul><li>Labels, buttons, error messages need to be stored as translatable strings </li></ul><ul><li>Different locales have different formatting rules </li></ul><ul><ul><li>Date strings </li></ul></ul><ul><ul><li>Phone numbers </li></ul></ul><ul><ul><li>Numerical / monetary </li></ul></ul><ul><li>Different locales have different laws </li></ul><ul><ul><li>Regulations about what can be bought / sold </li></ul></ul><ul><ul><li>Regulations about storing user information </li></ul></ul>
  20. 20. Localizing Content-Rich Applications <ul><li>Separate &quot;labels&quot; from &quot;content&quot; </li></ul><ul><li>Labels are short one-word, or one-sentence bits of text </li></ul><ul><ul><li>Used on buttons, web forms, and UI displays </li></ul></ul><ul><ul><li>Controlled entirely by development </li></ul></ul><ul><ul><li>Changes rarely after first launch </li></ul></ul><ul><ul><li>Use a language pack to manage labels </li></ul></ul><ul><li>Content is multi-line displays, and sometimes images </li></ul><ul><ul><li>Used as descriptive test for forms, sales, marking material </li></ul></ul><ul><ul><li>Controlled by people outside of development </li></ul></ul><ul><ul><li>Changes frequently after first launch </li></ul></ul><ul><ul><li>Use Open WCM to manage content </li></ul></ul>
  21. 21. Navigation Localization <ul><li>Section labels and URLs need to be translatable strings </li></ul><ul><li>Sections need to be enabled / disabled depending on locale </li></ul><ul><ul><li>Some sections are &quot;global&quot; and should be translated </li></ul></ul><ul><ul><li>Other sections are &quot;local&quot; and might only exist in one local </li></ul></ul><ul><li>Variations </li></ul><ul><ul><li>Do you want locales to automatically get new content / sections? </li></ul></ul><ul><ul><li>Or, must they approve / enable them before going live? </li></ul></ul><ul><ul><li>Or, different rules for different locales? </li></ul></ul><ul><li>Use Oracle Site Studio for navigation </li></ul><ul><ul><li>Store in the project file </li></ul></ul><ul><ul><li>May need custom code for URL localization </li></ul></ul>
  22. 22. Content Localization <ul><li>If a 3rd party translator is needed, select one with an API </li></ul><ul><ul><li>You’ll need to be able to automatically submit items for translation </li></ul></ul><ul><li>Start with global content </li></ul><ul><li>With one-click, spawn an initial “localized” content </li></ul><ul><ul><li>Use metadata to control language, region, translation state </li></ul></ul><ul><li>Spawn a workflow for managing translated content </li></ul><ul><li>Internal resources verify translations </li></ul><ul><ul><li>Or, may do the entire translation for some changes </li></ul></ul><ul><li>Need reports on the “state” of your whole site </li></ul><ul><ul><li>How many items in the queue waiting for release? </li></ul></ul><ul><ul><li>Do you have a translation or approval bottleneck? </li></ul></ul><ul><ul><li>Email notifications may need to be disabled </li></ul></ul><ul><li>Most organizations have wildly different routing rules... </li></ul>
  23. 23. Oracle Translation Workflow Dashboard <ul><li>Direct availability: content is released immediately once translated and approved </li></ul><ul><li>Or, synchronized: content is not released until all items are translated and approved </li></ul>
  24. 24. Example Implementation <ul><li>New global e-commerce website </li></ul><ul><ul><li>Some locales were more “active” than others </li></ul></ul><ul><ul><li>Not all products / pages available in all regions </li></ul></ul><ul><ul><ul><li>Need to localize navigation as well as content </li></ul></ul></ul><ul><ul><li>Highly regulated industry, with potential for long approval processes </li></ul></ul><ul><li>Oracle Site Studio 10gr4 plus Weblogic Portal </li></ul><ul><ul><li>Navigation managed with Site Studio project file </li></ul></ul><ul><ul><li>Content displayed with WCM_PLACEHOLDER service </li></ul></ul><ul><li>Localization and Personalization in Portal </li></ul><ul><ul><li>User selects region/language upon first visit </li></ul></ul><ul><ul><li>Allows for translation of application labels and error messages </li></ul></ul><ul><ul><li>Different regions have different products available </li></ul></ul><ul><ul><li>Different users have different prices, based on different contracts </li></ul></ul>
  25. 25. Additional Tools <ul><li>Navigation Dashboard </li></ul><ul><ul><li>Allows quick and easy localization of navigation </li></ul></ul><ul><li>Locale-aware portal controller </li></ul><ul><ul><li>Each locale uses a slightly different navigation structure </li></ul></ul><ul><ul><ul><li>Some locales are 95% similar to the &quot;global&quot; locale </li></ul></ul></ul><ul><ul><ul><li>Some locales are 95% different </li></ul></ul></ul><ul><ul><li>Each UCM service request passes along the locale </li></ul></ul><ul><li>NextBestLocale </li></ul><ul><ul><li>Sends back the content item </li></ul></ul><ul><ul><li>If translated item is available, send it! </li></ul></ul><ul><ul><li>Otherwise, send the &quot;next best locale&quot; </li></ul></ul><ul><ul><li>Useful to help slowly build out localized pages </li></ul></ul>
  26. 26. “Next Best Locale”
  27. 27. Navigation Dashboard
  28. 28. Localization Tips <ul><li>Test multiple translation vendors </li></ul><ul><ul><li>Some are better with different kinds of content </li></ul></ul><ul><ul><li>It’s common to need multiple vendors, based on departmental preferences </li></ul></ul><ul><li>Enforce a style guide for consistent content </li></ul><ul><ul><li>Makes translation more standardized / cheaper </li></ul></ul><ul><li>Always have a single “site owner” for the localized site </li></ul><ul><ul><li>Responsible for keeping content up-to-date </li></ul></ul><ul><ul><li>Coordinates with chosen translation house </li></ul></ul><ul><ul><li>If an “owner” is not assigned – the risk of stale/stagnant localized sites increases </li></ul></ul><ul><li>Submit projects in large batches </li></ul><ul><ul><li>Translation has overhead: large projects are more cost effective </li></ul></ul><ul><ul><li>Can be difficult if project is cross department, paid for by multiple internal departments </li></ul></ul>
  29. 29. Reducing Costs: Translation Memory Software <ul><li>Database of words and phrases you translated previously </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Ensures more consistent language on your site </li></ul></ul><ul><ul><li>Assists translators, and reduces costs </li></ul></ul><ul><li>Most translation companies use it to cut costs </li></ul><ul><ul><li>But... if you’re the first, you pay the full costs </li></ul></ul><ul><ul><li>Other departments, or even your competition, may benefit </li></ul></ul><ul><ul><li>Might want to use translation memory software in-house </li></ul></ul><ul><li>Example: World Server </li></ul><ul><ul><li>Keeps a database of what you've translated </li></ul></ul><ul><ul><li>Slims down what needs to be translated before shipping to 3rd parties </li></ul></ul>
  30. 30. Reducing Costs: Crowdsourcing <ul><li>Allow your community to translate your site for you </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Less strategic content can still be translated, at a slower rate </li></ul></ul><ul><ul><li>People have a “path” to localized content, if you don’t have the money/time </li></ul></ul><ul><li>Example: Lingotek </li></ul><ul><ul><li>Submit documents to translation firms, direct to freelancers, or the community </li></ul></ul><ul><ul><li>Translators earn cash or “points” after translation </li></ul></ul><ul><ul><ul><li>Depends greatly on what motivates your community </li></ul></ul></ul><ul><ul><ul><li>Engage partners / resellers to do your translations </li></ul></ul></ul><ul><ul><li>Save translation memory to private or open-source databases </li></ul></ul>
  31. 31. International SEO Tips <ul><li>Have a top-level domain in the country of interest </li></ul><ul><ul><li>Global site: company.com </li></ul></ul><ul><ul><li>French site: company.fr </li></ul></ul><ul><ul><li>British site: company.co.uk </li></ul></ul><ul><li>Make sure content follows W3C accessibility standards </li></ul><ul><ul><li>&quot;alt&quot; tags for images, no JavaScript navigation </li></ul></ul><ul><ul><li>This is gigaware , after all! </li></ul></ul><ul><li>Make sure content contains valid markup </li></ul><ul><ul><li>Clean and lean HTML is easier for web spiders to parse </li></ul></ul><ul><ul><li>Put important content at the top of the HTML </li></ul></ul><ul><ul><li>Ensures search engines &quot;understand&quot; what your site is &quot;about&quot; </li></ul></ul><ul><ul><li>Don't embed content or navigation in IFRAMEs or Flash </li></ul></ul>
  32. 32. International SEO, part 2 <ul><li>Avoid the META KEYWORDS tag: it's ignored by search engines </li></ul><ul><ul><li><title>, <h1>, and <h2> tags are much more important </li></ul></ul><ul><ul><li>Put localized keywords there, but keep it to 5-10 words </li></ul></ul><ul><li>Localize your META DESCRIPTION tags </li></ul><ul><ul><li>Sometimes appears as a snippet of text in search engine result pages </li></ul></ul><ul><ul><li>Make each page's description unique, if possible </li></ul></ul><ul><li>Use user-friendly, localized URLs </li></ul><ul><ul><li>If a keyword is in your URL and <h1>/<h2> tags, it will be highly ranked </li></ul></ul><ul><ul><li>Be sure the URL contains words, not numbers/code </li></ul></ul><ul><ul><li>Avoid links that say &quot;click here!&quot; </li></ul></ul>
  33. 33. International SEO, part 3 <ul><li>Create a sitemap.xml file for each locale </li></ul><ul><ul><li>http://www.sitemaps.org / </li></ul></ul><ul><ul><li>In general, ensure web spiders can see locale-specific navigation </li></ul></ul><ul><li>Advanced: use metadata to create Microformats on your page </li></ul><ul><ul><li>Enhances search results pages with &quot;Rich Snippets&quot; </li></ul></ul><ul><ul><li>hProduct: a product your company sells </li></ul></ul><ul><ul><li>hReview / hReview-aggregate: reviews on those products </li></ul></ul><ul><ul><li>hCalendar: event </li></ul></ul><ul><ul><li>hCard: contact information for people </li></ul></ul>
  34. 34. <ul><li>Join us at IOUG Collaborate, 2011 </li></ul><ul><ul><li>April 10-14, 2011 </li></ul></ul><ul><ul><li>Orlando, Florida </li></ul></ul><ul><ul><li>http://collaborate11.ioug.org / </li></ul></ul><ul><li>Call for papers now open: </li></ul><ul><ul><li>Deadline: Friday, October 1st </li></ul></ul>Special Thanks to IOUG!
  35. 35. <ul><li>My Company: http://bezzotech.com </li></ul><ul><li>My Blog: http://bexhuff.com </li></ul><ul><li>My Self: [email_address] </li></ul>Questions?

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