w3cworkshop2011_lucardi_seo_01.pdf
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- The document summarizes a presentation given at a W3C workshop on multilingual web content in Pisa, Italy in April 2011. - The presentation covered nascent best practices for multilingual search engine optimization (MSEO) including topics like on-site/off-site SEO, social media optimization, long tail keywords, and domain naming strategies for different languages/locations. - Examples of successful MSEO implementations for a legal information company, health insurance company, and hotel chain were provided.
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w3cworkshop2011_lucardi_seo_01.pdf
- 1. W3C Workshop: Content on the Multilingual Web 4-5 April 2011, Pisa, Italy Nascent Best Practices of Multilingual Search Engine Optimization Gustavo Lucardi, COO Trusted Translations, Inc. #mlwpisa @glucardi
- 2. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy Nascent Best Practices of Multilingual Search Engine Optimization Gourmet Multilingual SEO Meal
- 3. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • Search Engine Optimization (SEO) • Multilingual Search Engine Optimization (MSEO) • “On-Site” Search Engine Optimization • “Off-Site” Search Engine Optimization • Social Media Optimization (SMO) • Social SEO: Social Media as part of “Off-Site” SEO (Tweets vs. Incoming Links) • Difference between SMO and Social SEO SEO, MSEO, SMO and Social SEO Nascent Best Practices of Multilingual Search Engine Optimization
- 4. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • White SEO • Black SEO • J.C. Penney’s Example • The Long Tail Concept • Long Tail Keywords Conversion (Free Translation) • Long Tail MSEO • Long Tail MSEO Keywords From White SEO to Long Tail MSEO Nascent Best Practices of Multilingual Search Engine Optimization
- 5. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • W3 Language Standards as Basic Rules for MSEO • Multilingual SEO • International SEO • Geographical SEO • MSEO or International SEO and Geographical SEO • Domain Names for ISEO, GSEO and MSEO ▫ ccTLDs www.domain.it (Local Ip Hosting) ▫ Subdomains italiano.domain.com/ ▫ Folder Language www.domain.com/italiano/ ▫ Folder Geographical www.domain.com/italia/ (Webmaster Tools) Multilingual, International, Geographical SEO 5 Nascent Best Practices of Multilingual Search Engine Optimization
- 6. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • Focus on the Long Tail and Niche Markets • Think on Conversions and not on Traffic • Things Change • Real Success Stories Doing MSEO with our Clients: ▫ Large Legal Information Company (Translating with “correct” keywords in mind: MSEO Glossary) ▫ Large Health Care Insurance Company (Regionalizing Multilingual keywords: Maryland - Colombian) ▫ Large Luxury Hotel Chain (Multilingual keywords focused on Conversions instead of Traffic) What Worked for Trusted Translations 6 Nascent Best Practices of Multilingual Search Engine Optimization
- 7. W3C Workshop: Content on the Multilingual Web 4-5 April 2011, Pisa, Italy Thank you! Gustavo Lucardi glucardi@trustedtranslations.com
- 8. W3C Workshop: Content on the Multilingual Web 4-5 April 2011, Pisa, Italy Nascent Best Practices of Multilingual Search Engine Optimization Appendix
- 9. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • HTTP Content-Language header (Server-Side configuration) Server: Apache/1.3.28 (Unix) PHP/4.2.3 / (…) Content-Language: en, fr, es • Language attribute on the html tag to set the document language <html lang="fr-CA" xml:lang="fr-CA" xmlns="http://www.w3.org/1999/xhtml"> • Language attribute on an element within the document <p>Chinese <span lang="zh-Hans" xml:lang="zh-Hans">中国科学院文献情报</span>.</p> • Language attribute to define the language destination of the link <a hreflang="ES" href="http://www.w3.org/es">W3 en Español</a> • Language attribute to define other version of the document <LINK title=“Dutch Manual" type="text/html" rel="alternate" hreflang="nl" href="http://d.com"> • Meta element Content Language set with the content languages <meta http-equiv="Content-Language" content="en,fr,es" /> W3 Language Standards Appendix
- 10. W3C Workshop Content on the Multilingual Web 4-5 April 2011, Pisa, Italy • W3 Language Standards and Best Practices for Internationalization are used in MSEO as BASIC RULES for Users doing White MSEO to follow. • W3 Language Standards and Best practices: ▫ Specifying Language in XHTML & HTML Content http://www.w3.org/TR/i18n-html-tech-lang/ ▫ Declaring Language in XHTML and HTML http://www.w3.org/International/tutorials/language-decl/ ▫ Internationalization and links http://www.w3.org/TR/html401/struct/links.html#h-12.1.5 W3 Internationalization References 10 Appendix
- 11. W3C Workshop: Content on the Multilingual Web 4-5 April 2011, Pisa, Italy Thank you again! Gustavo Lucardi glucardi@trustedtranslations.com