Going beyond the most basic questions of how to approach international content, this deck talks about why it is important to create a style guide before beginning, as well as showing the fundamental differences between Translation and Transcreation

1. INTERNATIONAL
CONTENT: NEXT
LEVEL
CONSIDERATIONS

2. @Zeph Snapp
CEO
ALTURA AUTO
ZEPH SNAPP
ALTURA INTERACTIVE

3. CLIENTS
@Zeph Snapp | zeph@alturainteractive.com

4. CONFERENCES
@Zeph Snapp | zeph@alturainteractive.com

5. PLANNING ON GOING
INTERNATIONAL?

7. NEXT LEVEL CONSIDERATIONS
@Zeph Snapp | zeph@alturainteractive.com
Translation Style Guide
Selecting a URL Structure
Content Selection & Creation
Translation/Transcreation
Link Adquisition

8. TRANSLATION STYLE
GUIDE

9. @Zeph Snapp | zeph@alturainteractive.com

10. A style guide is a design document with
a set of rules on how your business
presents itself.
Includes rules on voice, writing style,
sentence structure, spelling and uses
for your company brand name.
@Zeph Snapp | zeph@alturainteractive.com

11. WHY CREATE A STYLE GUIDE?
• Accountability
• Efficiency
• Cost Reduction
@Zeph Snapp | zeph@alturainteractive.com

12. Build out a brief
that explains tone,
context, goals, etc.
http://bit.ly/alturastyleguide
@Zeph Snapp | zeph@alturainteractive.com

13. • Justification
• Potential market
• Use, punctuation,
spelling, and grammar
• Preferred terms
• Visual format
• Voice and tone
• Statement and legal
content
• Currency policy
• Questions to ask your
customer
@Zeph Snapp | zeph@alturainteractive.com
WHAT SHOULD THE TRANSLATION STYLE
GUIDE INCLUDE?

14. SELECTING A URL
STRUCTURE

15. DOMAINS & CCTLD’S, SUBDOMAIN
AND SUBFOLDER
@Zeph Snapp | zeph@alturainteractive.com

16. @Zeph Snapp | zeph@alturainteractive.com
Subdomain & Subfolder
es.yoursite.com -
yoursite.com/es/
Promoting a product or
service that is the same for
all countries that speak the
same language.
CCTLDs & Subfolder
yoursite.com.ar -
yoursite.com/ar/
Promoting a product or
service that is different
depending on physical
location
LANGUAGE GEOGRAPHICAL LOCATION

17. @Zeph Snapp | zeph@alturainteractive.com
SUBFOLDER, BUT DESIGNATE
COUNTRY_LANGUAGE
Great for european countries where multiple
languages are spoken in the same country.
Makes for a cleaner hreflang implementation
.com is most recognizable anyhow…

18. @Zeph Snapp | zeph@alturainteractive.com

19. LATAM FIRST PLACE IN THE SERPS
33%
48%
19%
Domain
Subfolder
Subdomain
Desktop Mobile
18%
55%
27%
Domain
Subfolder
Subdomain

20. LATAM PLACE IN THE SERPS (DESKTOP)Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 9 9 9 10 10 10

21. LATAM PLACE IN THE SERPS (MOBILE)Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
Domain
Subfolder
Subdomain
1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8 9 9 9 10 10 10

22. FIRST PLACE DOMAIN DISTRIBUTION
LATAM %
Argentina Chile Spain Mexico Peru
.ar 48.48 .com 40.91 .com 45.45 .mx 42.42 .pe 40.91
.com 37.88 .cl 39.39 .es 37.88 .com 37.88 .com 39.39
.cl 0.00 .es 6.06 .org 6.06 .org 7.58 .es 6.06
.co 1.52 .org 4.55 .ar 3.03 .es 6.06 .org 4.55
.de 0.00 .co 1.52 .co 1.52 .co 1.52 .cl 1.52
.mx 0.00 .de 1.52 .mx 1.52 .pe 1.52 .de 1.52
.es 4.55 .mx 1.52 .pe 1.52 .tv 1.52 .mx 1.52
.org 4.55 .tv 1.52 .tv 1.52 .ws 1.52 .pro 1.52
.pe 0.00 .ws 1.52 .ws 1.52 .ar 0.00 .tv 1.52
.pro 0.00 .ar 0.00 .cl 0.00 .cl 0.00 .ws 1.52
.tv 1.52 .pe 0.00 .de 0.00 .de 0.00 .ar 0.00
.ws 1.52 .pro 0.00 .pro 0.00 .pro 0.00 .co 0.00
.ar
10%
.com
40%
.cl
8%
.co
1%
.de
1%
.mx
9%
.es
12%
.org
6% .pe
9%
.pro
0%
.tv
2%
.ws
2%
PERCENTAGE OF DOMAIN OCCURRENCES PER COUNTRY

23. .ar
7% .cl
7%
.co
2%
.com
48%
.de
0%
.ec
0%
.es
13%
.gov
0%
.mx
7%
.net
3%
.org
4%
.pe
5%
.tv
0%
Other
4%
FIRST PLACE DOMAIN DISTRIBUTION (M)
LATAM %
Argentina Chile Spain Mexico Peru
.com 46.7 .com 44.2 .com 51.1 .com 50.2 .com 45.8
.ar 27.0 .cl 29.5 .es 27.2 .mx 25.3 .pe 23.3
.es 9.1 .es 8.9 .org 3.6 .es 8.0 .es 10.3
.org 3.2 .net 3.2 .net 3.5 .org 4.2 .org 3.6
.net 3.1 .org 3.2 .ar 2.7 .net 3.1 .net 3.2
.mx 2.0 .mx 2.6 .mx 2.4 .co 1.6 .mx 3.1
.cl 1.5 .ar 1.8 .cl 1.9 .cl 1.4 .cl 2.5
.co 0.9 .co 1.8 .co 1.7 .ar 1.2 .ar 2.0
.pe 0.7 .tv 0.5 .pe 0.7 .tv 0.5 .co 1.8
.tv 0.6 .gov 0.5 .tv 0.5 .de 0.5 .tv 0.5
.es 0.5 .pe 0.3 .ec 0.5 .pe 0.5 .ec 0.4
Other 4.3 Other 3.5 Other 4.0 Other 3.3 Other 3.4
PERCENTAGE OF DOMAIN OCCURRENCES PER COUNTRY

24. CONTENT CREATION

25. CHECK OUT THE LOCAL
COMPETITORS
@Zeph Snapp | zeph@alturainteractive.com

26. SOFTWARE DE GESTIÓN DE PROYECTOS
Peru Colombia Argentina

27. WHAT ARE THEY DOING ON SOCIAL

28. WHAT KEYWORDS ARE THEY TARGETING?

29. FIND THEIR CONTENT GAPS

31. COMPETITORS IN THE SAME
VERTICAL IN OTHER COUNTRIES
@Zeph Snapp | zeph@alturainteractive.com

34. EXISTING CONTENT
@Zeph Snapp | zeph@alturainteractive.com

35. TRANSLATE ALL THE
THINGS!!!!
@Zeph Snapp | zeph@alturainteractive.com

36. @Zeph Snapp | zeph@alturainteractive.com

37. CHOOSE CAREFULLY
@Zeph Snapp | zeph@alturainteractive.com

38. MOST VIEWED CONTENT FROM GA

39. MOST POPULAR CONTENT ON SOCIAL

40. MOST POPULAR CONTENT IN THE SERP’S

41. CONTENT WITH THE MOST LINKS

42. CONTENT THAT USERS INTERACT WITH
• Time on page
• Ratio of page
length/depth to
time on page
• Bounce Rate

43. NEW CONTENT
@Zeph Snapp | zeph@alturainteractive.com

44. KEYWORDS
ENGLISH SPANISH
customer
service
Servicio al
cliente
customer
communication
Comunicación
con el
cliente

45. SERP’s

48. DIRECT ANSWERS

50. THERE IS STILL CONTENT LEFT TO CREATE

54. TRANSLATION
VS.
TRANSCREATION

55. MACHINE TRANSLATE
EVERYTHING!
@Zeph Snapp | zeph@alturainteractive.com

57. LO BARATO SALE CARO
(GOING CHEAP IS
EXPENSIVE)

64. HIRE A PRO
@Zeph Snapp | zeph@alturainteractive.com

65. TRANSLATION
Express the sense of words or
text in another language.
– Oxford Dictionaries
@Zeph Snapp | zeph@alturainteractive.com

67. LOCALIZATION
Process of adapting a product that has
been previously translated into
different languages to a specific
country or region.
– WIKIPEDIA
@Zeph Snapp | zeph@alturainteractive.com

72. PELADO - PEELED

73. TRANSCREATION
Process of adapting a message from one
language to another, while maintaining
its intent, style, tone and context.
– WIKIPEDIA
@Zeph Snapp | zeph@alturainteractive.com

76. Copy in other languages can be longer or
shorter… so choose your words carefully!

77. GET LINKS

78. ZEPH SNAPP
ALTURA INTERACTIVE CEO
zeph@alturainteractive.com
GRACIAS