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Global SEO, terminology and translation
How to manage successful international SEO campaigns

International Search Summit ...
Agenda
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



MarkTheGlobe
Worst Practice Examples
Translation technology and processes
Terminology management and keywo...
MarkTheGlobe






International search engine optimization
In-house software development
All languages and worldwide ...
Website Translation Example
Worst Practice: Mixed languages
Worst Practice: Mixed languages
55,600

Issues:
 Google cannot determine language
 Google does not recognize targeted co...
Website Translation Example
Worst Practice: Shallow Translation
Shallow Localization - Results
286,000

Google Index

Issue:
 Not enough localized content
480

Seiten (Englisch)
Pages (...
Keywords
Goal:
Identify relevant keywords with a good amount of search queries that has less than
average competition. (KE...
Translating Keywords?

Translators:
Dictionary provides the correct translation
Translating Keywords

SEO Keyword
Not 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
Variant 1: Content is created for specific keywords

Keyword
Research

Authoring

On-Page
S...
Best Practice: SEO Process
Provide SEO tools and guidelines to authors to integrate process

Authoring
Keyword
Research
On...
SEO for website content authors

On-Page integrated in editing environment + keyword research in browser window
Global SEO and Localization
Lots of common topics:
Keywords, Content Strategy, Language
Natural extension:
WCMS: Create co...
Translation Memory Technology
 Reuses previous translations of sentences
 across whole website and/or versions

 Pricin...
Terminology Management
Some companies have
built dictionaries for
translators.
These dictionaries are
integrated with the
...
Translation, Terminology & SEO
Authoring
Keyword
Start
Research

Translation (Target)

Review Translation
(Target)

Keywor...
SEO aware Multilingual Content
Translation (Target)
Authoring

Keyword Research
(Source)

On-Page SEO
(Target)

Review Tra...
Best Practice: integrated environment
Q&A
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Global SEO, terminology and translation; How to manage successful international SEO campaigns, MarkTheGlobe

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Global SEO, terminology and translation; How to manage successful international SEO campaigns, MarkTheGlobe

  1. 1. Global SEO, terminology and translation How to manage successful international SEO campaigns International Search Summit Munich 11 April 2013 m.zeitler@MarkTheGlobe.com
  2. 2. Agenda     MarkTheGlobe Worst Practice Examples Translation technology and processes Terminology management and keyword research  Translation memory and on-page optimization  Best Practices
  3. 3. MarkTheGlobe     International search engine optimization In-house software development All languages and worldwide markets Worldwide SEO supplier network
  4. 4. Website Translation Example
  5. 5. Worst Practice: Mixed languages
  6. 6. Worst Practice: Mixed languages 55,600 Issues:  Google cannot determine language  Google does not recognize targeted country Google Index 15,600 4,160 Seiten (Englisch) Pages (English) Result:  Reduced traffice Global US DE Seiten (Deutsch) Pages (German) Alexa Traffic Rank 522 168 8.656 Seiten (aus Pages (Germany) Deutschland) Pageviews 260M 230M 1M
  7. 7. Website Translation Example
  8. 8. Worst Practice: Shallow Translation
  9. 9. Shallow Localization - Results 286,000 Google Index Issue:  Not enough localized content 480 Seiten (Englisch) Pages (English) Result:  Reduced traffic Global US DE 2 Seiten (Deutsch) Seiten (aus Deutschland) Pages (German) Pages (Germany) Alexa Traffic Rank 48.227 25.486 121.287 Pageviews 3,2M 1,6M N/A
  10. 10. Keywords Goal: Identify relevant keywords with a good amount of search queries that has less than average competition. (KEI = Keyword Effectiveness Index)
  11. 11. Translating Keywords? Translators: Dictionary provides the correct translation
  12. 12. Translating Keywords SEO Keyword Not in the dictionary! SEO Experts: Search volume, competition, KEI, …
  13. 13. US vs. German Keywords ebay.com ebay.de Much better keyword selection in US market
  14. 14. SEO Process & Content Creation Variant 1: Content is created for specific keywords Keyword Research Authoring On-Page SEO Publish Variant 2: Content is enriched with relevant keywords Authoring Keyword Research On-Page SEO Publish
  15. 15. Best Practice: SEO Process Provide SEO tools and guidelines to authors to integrate process Authoring Keyword Research On-Page SEO Publish
  16. 16. SEO for website content authors On-Page integrated in editing environment + keyword research in browser window
  17. 17. Global SEO and Localization Lots of common topics: Keywords, Content Strategy, Language Natural extension: WCMS: Create content Localization: Translate content Global SEO: Use content
  18. 18. 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.
  19. 19. Terminology Management Some companies have built dictionaries for translators. These dictionaries are integrated with the translation memory editor These corporate dictionaries are mostly created with a focus on branding and standardization.
  20. 20. Translation, Terminology & SEO Authoring Keyword Start Research Translation (Target) Review Translation (Target) Keyword Research (Target) Review SEO (Target) On-Page SEO (Target) SEOTerminology Validation (Target) On-Page SEO Align TM (optional?) Publish (Target) End This is a lot of work and takes forever!
  21. 21. SEO aware Multilingual Content Translation (Target) Authoring Keyword Research (Source) On-Page SEO (Target) Review Translation (Target) Publish Keyword Research (Target) On-Page SEO (Source) SEOTerminology Validation (Target) 1. Writers and translators need tools and guidelines for an integrated process! 2. Termbase needs to support SEO metrics for better keyword selection 3. CMS or translation memory editor needs to support SEO on-page factors & rules
  22. 22. Best Practice: integrated environment
  23. 23. Q&A

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