International SEO Panel

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

75 views

International SEO Panel



Speaker:
Andrew Bredenkamp

(Acrolinx),
Tim Coughlin

(Translations.com),
Gustavo Lucardi

(Trusted Translations, Inc.)


Moderator:
David Lin

(SAP)



SYNOPSIS

As competition for international revenue grows, companies will keep pace only by localizing and optimizing their
websites. After identifying keywords for search engine optimization (SEO), corporations need to ensure that
writers use the keywords consistently. To meet the changing landscape of global communications, language
service providers (LSPs) need to find innovative ways to promote and provide their services. This presentation
will give guidelines and examples of how to optimize websites for any global market so that nothing is lost in
translation. Topics include identifying and using keywords in a way that will improve both the output of machine
translation as well as SEO on a global scale and case studies of how LSPs increase their sales using SEO.




SEO


Maximizing page visibility and connecting visitors with more relevant content


LOCALIZATION GOAL


Optimizing and maximizing effectiveness of content throughout all countries.


EXAMPLE CHALLENGES


Quality and effectiveness of translated content



Optimal keyword phrases which customers identify


Correct meaning and correct

connotations


EXAMPLE QUESTIONS


What extent can translation process be automated?


Does LSPs utilizing SEO actually increase their sale?


Can corporations actually gain value by integrating SEO best practices into
their processes?


Where is SEO heading on a global scale?


Is SEO Worth It? Can Localization
Teams Improve Visibility?

Examples of Impact of
SAP

Localization Team

Format


Introductions


Presentations by each panelist


Questions to the panelists


PANELISTS


Gustavo Lucardi

has over 15 years of internet marketing expertise and is a pioneer in
multilingual search engine optimization (SEO). As the COO of Trusted Translations, Gustavo actively
works in all aspects of production, sales and internet marketing. Through a comprehensive SEO
strategy, he has grown Trusted Translations


online sales by over 1,000% per year. In addition, he
has advised Fortune 500 companies in defining their online marketing strategy in multiple
languages. Gustavo has spoken at several conferences, including W3C

s Multilingual Web in Pisa,
Italy, this year. Prior to his tenure at Trusted Translations, he was a key member of the team who
launched the first online edition of the largest Spanish
-
language newspaper,
Clarín
and also the
most important portal in Latin America,
El Sitio.

Tim Coughlin
has responsibility for business development, marketing and strategic partnerships
for Translations.com. Tim joined Translations.com in 2000 as the director of corporate
communications, bringing six years of marketing and communications experience to the company.
Prior to joining Translations.com, he held senior account positions with leading marketing and
public relations firms, including Edelman Public Relations Worldwide and Burson
-
Marsteller, where
he managed programs for clients, including LEXIS
-
NEXIS, Warner
-
Lambert, Pfizer and
DiscoveryHealth.com. Tim graduated from Davidson College in 1993 with a BA degree in history.

Andrew Bredenkamp

is cofounder and CEO of Acrolinx. Andrew has over 20 years'
experience in multilingual information development. Before starting Acrolinx, Andrew was head of
the Technology Transfer Centre at the German Research Centre for Artificial Intelligence language
technology lab. Andrew holds degrees in technical translation and linguistics and a Ph.D. in
computational linguistics. He is on the advisory board of a number of organizations, including
Translators without Borders and The Centre for Next Generation Localisation.





Gustavo Lucardi
,
Trusted Translations

International SEO Panel


Gustavo Lucardi

COO, Trusted Translations, Inc.

glucardi@trustedtranslations.com



Key Questions

1.
What exactly is International SEO and how it differs from Multilingual SEO?


2.
What are the key elements behind International SEO?


3.
How does Social Media affect International SEO?


4.
What is International Search Engine Marketing vs. Search Engine
Optimization?


5.
What is the

Key


to selecting the right keywords for International SEO?


6.
How to get started with Search Engine Optimization and International SEO?



International SEO and Multilingual SEO


Search Engine Optimization (SEO)


Multilingual SEO (MSEO)


International SEO (ISEO)


International
AND

Multilingual SEO

What exactly is International SEO and how it differs
from Multilingual SEO?



On Site SEO


Off Site SEO


Long Tail
Concept


Long Tail Keywords






What are the key elements behind International
SEO?

SEO Concepts for International SEO


Social Media Optimization (SMO)


Social SEO (SSEO)


Facebook, Twitter and Google+ and +1


Social Media and Search Engines

ROI


International Social SEO

How does Social
Media affect

International
SEO?

Social Media and International SEO


Search Engine Marketing (SEM)


Pay Per Click (PPC)


International SEM (ISEM)


International PPC (
IPPC
)


Local Search Engines (
Yandex
,
Baidu
)






What
is International
Search Engine Marketing vs
.
Search Engine Optimization?

International SEM and International SEO


Keyword Translation or Research


Keyword Placement


Improve Keywords


IPPC for ISEO



Retargeting
On Site and Off Site ISEO Keywords



What is the

Key


t漠獥汥捴楮朠瑨攠物杨琠key睯牤猠
for International SEO?

Keywords for International SEO


Look for Niche Markets and the Long Tail


ISEO Leverage your Knowledge of Languages


Avoid Black SEO


Always Use Original Content


Pay
-
Per
-
Click NOW
, SEO and ISEO Tomorrow



How to get started with
Search Engine Optimization
and International SEO?

Best Practices of International SEO

Tim Coughlin
,
Translations.com

International SEO Panel


Tim Coughlin

Director of Corporate Communications, Translations.com

tcoughlin@translations.com



Not Only Google


Country specific TLD


Google Webmaster Tools


GeoTarget


Local Servers


Local addresses, phone numbers, currency


Local links


Note: All of the above won

t help you much if you don

t optimize
metadata and follow a solid content creation / localization strategy






ISEO Technical Basics


TEP/TP


CAT


MT
-
CAT Level I


MT CAT Level II


TEP w/Back translation


Transcreation


Transcreation w/market validation


Keyword adaptation and validation







Various Language Treatments for Different
Content Types


Meta, Image and Title Tags


Relevant Synonyms


Common Misspellings


Industry Specific Keywords


In
-
Market Competitor Keywords


Slang or Specialized Language


Text speak and Abbreviations

Language Considerations


Pervasive lack of market data


Strategies


Micro
-
sites


Mobile sites


Top target full site


All require ISEO


Test, invest, repeat



How do I know where to invest to capture
opportunities in other markets?

Strategies


Pervasive lack of market data


Strategies


Micro
-
sites


Mobile sites


Top target full site


All require ISEO


Test, invest, repeat



How do I know where to invest to capture
opportunities in other markets?

Use Case

Use Case: China

A company manufactures highly specialized optical lenses. Through referrals and direct mail
marketing, they learned there was demand for their product in China. To understand that demand better,
they wanted to have a microsite localized, optimized, and seen.

Client Challenge:


Localize site accurately and optimize keywords and copy


Register site in relevant search engine

Translations.com Solution:


Localized and tested site, followed localization with multilingual SEO


Provided in
-
market search research and registration


Provide on
-
going MSEO to ensure high rankings and traffic

Result:


Manufacturer confirmed demand and invested in full market development:


Hired full
-
time salesperson in China


Localized full set of marketing materials



International SEO Panel


Andrew Bredenkamp

CEO

andrew.bredenkamp@acrolinx.com

http://blogs.acrolinx.com/andrew

http://twitter.com/abredenkamp

skype:andrewbredenkamp

Create Smarter Content

Andrew Bredenkamp
,
Acrolinx

Two Aspects


SEO from a technology perspective: state
-
of
-
the art and perspectives


SEO from a customer perspective: how and
where SEO gets done

SEO Technology Perspective


SEO is currently a people
-
intensive process


Lots of tools for Web Analytics (Google, Web
CEO, SearchMetrics, …)


Some tools for Content Analytics (Covario,
Acrolinx, …)

SEO Technology

Four SEO steps

Keyword
Discovery &
Validation

Site Audits

Site Edits

Kaizen

Site Edits


Currently the biggest bottleneck


Often outsourced and out of control



… “
Search
-
Ready Writing


addressing this
challenge

Perspectives


SEO for UGC


Cross
-
lingual SEO

Keyword Translation


Pitfalls in Automation


Pitfalls in “traditional” translation

Customer Challenges


Rarely a “global owner” for SEO


Difficulties in “translating” keywords


Difficulties in validating and connecting global
keywords

Application Scenarios


More than just (“traditional”) marketing…


SEO for support content


… Customer Engagement = Marketing

QUESTIONS