More Than Words: Localizing Your International Content

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This document contains the slides from a presentation by Zeph Snapp on localizing international content. Some of the key points discussed include using Hreflang tags and establishing a proper site structure for different locations. It also covers developing content strategies and personas for different cultures, conducting localized keyword research, and using various translation methods including machine translation, human translation, and crowdsourcing. Tips are provided on testing translations, using bilingual writers, creating original localized content, and promoting content through links, shares and paid promotion on social media. Image credits are also included.

Marketing

#MozCon
Zeph Snapp • Altura Interactive
MORE THAN WORDS:
@zephsnapp • zeph@alturainteractive.com
Localizing Your International Content

PERSONAS CHANGE
CULTURE
AGE
SPENDING POWER

MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION

MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION
CROWDSOURCING?

MACHINE TRANSLATION
MACHINE LEARNING
HUMAN TRANSLATION
CROWDSOURCING?
MARKETERS

LOCALIZATION TIPS
TEST FIRST
PAY BY THE HOUR

LOCALIZATION TIPS
TEST FIRST
PAY BY THE HOUR
BILINGUALS DO IT BETTER

#MozCon
BLOGGING
TRANSLATE +
ORIGINAL
CONTENT =
QUERY INTENT

#MozCon
VIDEOS
TRANSCRIPT
SUBTITLE
OPTIMIZE

#MozCon
ID, REACH OUT,
GET LINKS
PRO TIP:
HOLD OFF ON
REDIRECTING

#MozCon
CONTACT
FORMS
40% MORE
EFFECTIVE

Nudo.io
CONTACT FINDER
SPANISH LANGUAGE SITES

#MozCon
PAID
CONTENT
PROMOTION
ON
FACEBOOK =
COVERAGE

¡GRACIAS!
http://alturainteractive.com/
international-seo-basics

#MozCon
Zeph Snapp • Altura Interactive
@zephsnapp • zeph@alturainteractive.com

1. http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
2. http://blogs.20minutos.es/al-contragolpe-
futbol/files/2014/06/losdos.jpg
3. http://www.futbolcontextualizado.com/blog/wp-
content/uploads/2013/02/Juegos-de-f%C3%BAtbol.jpg
4. https://www.flickr.com/photos/prismatico/4708191195/in/pool-
wm2006%7Cprismatico
5. http://www.vivelohoy.com/wp-content/uploads/2014/03/476905147.jpg
6. https://www.flickr.com/photos/51422503@N03/4747309672
IMAGE CREDITS

1. http://www.dw.de/argentina-b%C3%A9lgica-revancha-mundialista/a-
17760233
2. http://static1.ad.nl/static/photo/2014/4/3/13/20140629201454/media_xll
_2339968.jpg
3. http://jaimepg.com/
4. http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-Liga-
MX-2012.jpg
5. https://www.flickr.com/photos/liznn7/11274182046/
6. https://www.flickr.com/photos/antoon/14350303248/sizes/h/in/photostr
eam/
IMAGE CREDITS

1. https://www.flickr.com/photos/azculture/13658045685/in/photostream/l
ightbox/
2. https://www.flickr.com/photos/landahlauts/5402837836
3. http://www.fifa.com/worldcup/photos/galleries/y=2014/m=7/gallery=bra
sil-alemania-en-imagenes-2401948-2401954.html#2401903 Photo by
Jamie McDonald/Getty Images
4. http://euro.mediotiempo.com/media/2011/05/10/fifa-1.jpg
5. http://p1.trrsf.com/image/fget/cf/images.terra.com/2014/06/30/layun-
giovaniafp29.jpg
6. https://www.flickr.com/photos/fotojota/4777406082/sizes/o/in/photostr
eam/
IMAGE CREDITS

1. https://sports.yahoo.com/blogs/dirty-tackle/rafa-marquez-and-arjen-
robben-combine-to-give-netherlands-a-late-winner-over-mexico-
184210941.html
IMAGE CREDITS

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More Than Words: Localizing Your International Content

1. #MozCon Zeph Snapp • Altura Interactive MORE THAN WORDS: @zephsnapp • zeph@alturainteractive.com Localizing Your International Content

2. SATURATION RATES

4. YOU WANT TO GROW? LOOK OUTSIDE

5. HREFLANG

6. SITE STRUCTURE

7. THAT’S ENTRY LEVEL

8. YOU’RE ROCK STARS!

9. TRAINING

10. ESTABLISH YOUR RESOURCES

11. ASSETS

12. STAFF BE REALISTIC

13. BUDGET

14. GAMEPLAN

15. CONTENT STRATEGY WHO, HOW, WHY

16. PERSONAS CHANGE

17. PERSONAS CHANGE CULTURE

18. PERSONAS CHANGE CULTURE AGE

19. PERSONAS CHANGE CULTURE AGE SPENDING POWER

20. KEYWORD RESEARCH UNIVERSAL QUERIES:

21. KEYWORD RESEARCH HOW TO BICYCLE KICK

22. KEYWORD RESEARCH LOCALIZED QUERY

23. KEYWORD RESEARCH WHO WON CONCACAF?

24. #MozCon

25.

26.

27. STYLE GUIDES

28. BUILD TEMPLATE

29. EXECUTING THE PLAY

30. MACHINE TRANSLATION

31. MACHINE TRANSLATION MACHINE LEARNING

32. MACHINE TRANSLATION MACHINE LEARNING HUMAN TRANSLATION

33. MACHINE TRANSLATION MACHINE LEARNING HUMAN TRANSLATION CROWDSOURCING?

34. MACHINE TRANSLATION MACHINE LEARNING HUMAN TRANSLATION CROWDSOURCING? MARKETERS

35. LOCALIZATION TIPS

36. LOCALIZATION TIPS TEST FIRST

37. LOCALIZATION TIPS TEST FIRST PAY BY THE HOUR

38. LOCALIZATION TIPS TEST FIRST PAY BY THE HOUR BILINGUALS DO IT BETTER

39. #MozCon BLOGGING TRANSLATE + ORIGINAL CONTENT = QUERY INTENT

40. NURTURE FANBASE

41. #MozCon VIDEOS TRANSCRIPT SUBTITLE OPTIMIZE

42. #MozCon MAKE SOME NOISE!

43. LINKS STILL MATTER

44. LINKS SHARES STILL MATTER

45. LINKS SHARES REFERRALS STILL MATTER

46. LINK RECLAMATION THE EASY SCORE

47. #MozCon ID, REACH OUT, GET LINKS PRO TIP: HOLD OFF ON REDIRECTING

48. GUEST AUTHORS CALL IN A SUB!

49. #MozCon CONTACT FORMS 40% MORE EFFECTIVE

50. Nudo.io CONTACT FINDER SPANISH LANGUAGE SITES

51.

52. DON’T BURN BRIDGES

53. #MozCon PAID CONTENT PROMOTION ON FACEBOOK = COVERAGE

54. ¡GRACIAS! http://alturainteractive.com/ international-seo-basics

55. #MozCon Zeph Snapp • Altura Interactive @zephsnapp • zeph@alturainteractive.com

56. 1. http://www.statista.com/chart/1048/global-internet-penetration-in-2012/ 2. http://blogs.20minutos.es/al-contragolpe- futbol/files/2014/06/losdos.jpg 3. http://www.futbolcontextualizado.com/blog/wp- content/uploads/2013/02/Juegos-de-f%C3%BAtbol.jpg 4. https://www.flickr.com/photos/prismatico/4708191195/in/pool- wm2006%7Cprismatico 5. http://www.vivelohoy.com/wp-content/uploads/2014/03/476905147.jpg 6. https://www.flickr.com/photos/51422503@N03/4747309672 IMAGE CREDITS

57. 1. http://www.dw.de/argentina-b%C3%A9lgica-revancha-mundialista/a- 17760233 2. http://static1.ad.nl/static/photo/2014/4/3/13/20140629201454/media_xll _2339968.jpg 3. http://jaimepg.com/ 4. http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-Liga- MX-2012.jpg 5. https://www.flickr.com/photos/liznn7/11274182046/ 6. https://www.flickr.com/photos/antoon/14350303248/sizes/h/in/photostr eam/ IMAGE CREDITS

58. 1. https://www.flickr.com/photos/azculture/13658045685/in/photostream/l ightbox/ 2. https://www.flickr.com/photos/landahlauts/5402837836 3. http://www.fifa.com/worldcup/photos/galleries/y=2014/m=7/gallery=bra sil-alemania-en-imagenes-2401948-2401954.html#2401903 Photo by Jamie McDonald/Getty Images 4. http://euro.mediotiempo.com/media/2011/05/10/fifa-1.jpg 5. http://p1.trrsf.com/image/fget/cf/images.terra.com/2014/06/30/layun- giovaniafp29.jpg 6. https://www.flickr.com/photos/fotojota/4777406082/sizes/o/in/photostr eam/ IMAGE CREDITS

59. 1. https://sports.yahoo.com/blogs/dirty-tackle/rafa-marquez-and-arjen- robben-combine-to-give-netherlands-a-late-winner-over-mexico- 184210941.html IMAGE CREDITS

Editor's Notes

http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://blogs.20minutos.es/al-contragolpe-futbol/files/2014/06/losdos.jpg
http://blogs.20minutos.es/al-contragolpe-futbol/files/2014/06/losdos.jpg
http://www.futbolcontextualizado.com/blog/wp-content/uploads/2013/02/Juegos-de-f%C3%BAtbol.jpg
https://www.flickr.com/photos/prismatico/4708191195/in/pool-wm2006%7Cprismatico
http://www.vivelohoy.com/wp-content/uploads/2014/03/476905147.jpg
https://www.flickr.com/photos/51422503@N03/4747309672
http://www.dw.de/argentina-b%C3%A9lgica-revancha-mundialista/a-17760233
http://static1.ad.nl/static/photo/2014/4/3/13/20140629201454/media_xll_2339968.jpg
Otra bandera, habalr de cosas que cambian Culture Age Spending Power
Otra bandera, habalr de cosas que cambian Culture Age Spending Power
Otra bandera, habalr de cosas que cambian Culture Age Spending Power
Otra bandera, habalr de cosas que cambian Culture Age Spending Power
http://jaimepg.com/
http://jaimepg.com/
http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-Liga-MX-2012.jpg
http://www.extradeportes.com/futbol-f1-tennis/2012/10/Cruz-Azul-Liga-MX-2012.jpg
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
http://www.statista.com/chart/1048/global-internet-penetration-in-2012/
https://www.flickr.com/photos/antoon/14350303248/sizes/h/in/photostream/
https://www.flickr.com/photos/azculture/13658045685/in/photostream/lightbox/
https://www.flickr.com/photos/landahlauts/5402837836
Vuvuzela picture?
http://www.fifa.com/worldcup/photos/galleries/y=2014/m=7/gallery=brasil-alemania-en-imagenes-2401948-2401954.html#2401903 Photo by Jamie McDonald/Getty Images
http://euro.mediotiempo.com/media/2011/05/10/fifa-1.jpg
http://p1.trrsf.com/image/fget/cf/images.terra.com/2014/06/30/layun-giovaniafp29.jpg
Segundo slide con screen shot de las herramientas grátis
Segundo slide con screen shot de las herramientas grátis
https://www.flickr.com/photos/fotojota/4777406082/sizes/o/in/photostream/ por FotoJota ~ Juan Manuel Sancho
https://sports.yahoo.com/blogs/dirty-tackle/rafa-marquez-and-arjen-robben-combine-to-give-netherlands-a-late-winner-over-mexico-184210941.html

More Than Words: Localizing Your International Content

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Editor's Notes