Blending SEO with Localisation Andy Atkins-Krüger.
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Transcript of Blending SEO with Localisation Andy Atkins-Krüger.
Blending SEO with
LocalisationAndy Atkins-Krüger
+36 Languages In-House• Centralize & benchmark global search• SEO, SEM, Social Media, SEO-Localisation• Single time-zone – central hub
• WebCertain trained in-house search marketers• Native in 36 languages• International Only (Since 1997)• Multilingual processes at all times
Programme
1. Will SEO and Localisation Even Mix?2. What is SEO all about?3. SEO Challenges to Localisation4. How to Process Review5. Breaking Down into Best Practice
Will SEO and
Localisation Even Mix?
Compromise?
International Search Marketing SEO/SEM/SMO
WebCertainClient
Services & Search
Strategy
Search Linguistics Translation
International Search Marketing SEO/SEM/SMO
WebCertainClient
Services & Search
Strategy
Search Linguistics Translation
International Search Marketing SEO/SEM/SMO
WebCertainClient
Services & Search
Strategy
Search Linguistics Translation
International Search Marketing SEO/SEM/SMO
WebCertainClient
Services & Search
Strategy
Search Linguistics Translation
Marketing
Changes
Product or
Message
Copywriter Updat
es Conte
nt
New Content
Localised
Keywor
d Research
Content SEO
Reviewed
Link Building
& PR
Marketing
Changes Product
or Messag
e
Copywriter
Updates
Content
Keyword
Research
SEO Localisation
Link Building & PR
Typical v Ideal Process
Typical Live Process
1-Content received 2-Generate the
Vocabulary for the translators
3-Send the KW to the translators
5-Translators generate the content via SDL
6-Webcertain to SEO edit the content via SDL
7-Phase 1 of implementationFeedback/Comments from
translators
4-feedback
8-Phase 2 of implementationWebcertain to review implementation
and send back via SDL
9-Translators to validate copy
Extraction of the main
keywords to target
Research the market
for high volume
keywords
10-Client to publish content
11-Content is made live
Hunters Don’t Make Farmers!
Oil & Water Don’t Mix
“SEO and Localisation Are Opposites with Different Priorities and Objectives – and Rightly So!”
What is SEO all about?
How Important is SEO?
How Important is SEO?
How Important is SEO?
How Important is SEO?
“Marketing content which is not available to search engines isn’t worth localising. Period.”
Localization World, Berlin 2010Andy Atkins-Krüger
The Three ‘C’s of SEO
SEO Localisation and 3 Cs
Connections
Compatibility
Content
Three Strands of SEO – Three Teams
Compatibility•Domain Strategy•Site Infrastructure•Site Architecture•Templates & HTML Code
Content •Marketing Messages•Copywriting•Translation•Images & Graphics
Connections•Public Relations•Online Promotion•Link Building•Social Media
SEO-Localisation Sits Here...
Compatibility•Domain Strategy•Site Infrastructure•Site Architecture•Templates & HTML Code
Content •Marketing Messages•Copywriting•Translation•Images & Graphics
Connections•Public Relations•Online Promotion•Link Building•Social Media
SEO Localisation and 3 Cs
Connections
Compatibility
Content
SEOLocal.
Copy-writing
UserGenerated Meta
SEO Challenges
to Localisation
Do not translate OR
localise your keywords
Keyword Research
Language Spelling Issues• Not all languages have consensus spelling due to
reforms:– Chinese– Dutch– French– German– Greek– Portuguese– Japanese– Indonesian– Norwegian– Russian
Language reforms are often not fully accepted and implemented resulting in lack of consensus on spellings!
β or ss
Long TailShortest Tails Longest Tails
Romance
Scandinavia
English
Dutch / German
Fussballschuhe
voetbal schoen
football boots
scarpe da calcio
botas de fútbol
футбольная обувь
Plurals
Prepositions
Accents
Alternate spellings
Disaggregation
Inflection
What Search Engines See
Keyword Density• (Nkr / Tkn) * 100 Nkr is how many times
you repeated a specific keyword and Tkn the total words in the analyzed text
Reading LinksContent • Relevant• Unique
Correlation • Page Title• Description
ANCHOR TEXT LINKS
• Keyworded
Templates and Duplication
Smart Geo-selector
Smart Geo-selector
Smart Geo-selector
Smart Geo-selector
Usability Isn’t the Same in Every Language…
Latin Alphabet Languages
Far Eastern Languages
Arabic Alphabet Languages
Use Local Domains
Source: John Yunker – Byte Level Research
Local Links
Local Links
Local Links
Domain Targeting
• www.yourdomain.de• de.yourdomain.com• www.yourdomain.com/de/• www.yourdomain.com
NeedLocalLinks Need
LocalLinks
NeedLocalLinks
Ph
r ase
Vo
lum
e
Phrase SpecificityLow
High
High
e.g. Marketing
Paid Search Marketing in Russia with
Yandex
The Long Tail Concept
Long Tail EconomicsVolume Vs ConversionCompetition Vs Cost
Long tail – ExampleThe Long Tail...
0
20
40
60
80
100
120
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clusiv
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oard
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idays
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ry
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ay 2
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n m
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Phrases
Cli
ck
Vo
lum
e
Head v TailConversion Vs Volume
General Phrases
Specific Phrases
Click VolumeConversion %
Phrase Specificity
The more specific the phrase the higher the conversion to sale %. However, there are less clicks available – You’ll need a lot of Keywords in your campaign
The less specific the phrases the lower the conversion to sale %. The more clicks have to occur for a sale to take place – Not a good option for an ROI focussed campaign
Page Content Reviews
Input methods impact search
Global online PR – 25 languages
Synchronisation at Work
How to Process Review
Mapping the Processes for ‘Blending’
1. External facilitator with SEO & Localisation Knowledge
2. Focus on SEO Localisation Strategy NOT all SEO
3. Aim to point all energies in a complementary direction
4. Accept that roles will change5. But use the best of the skills you
have6. Compare to best practice
Breaking Down into
Best Practice
Best Practice SEO Localisation
Business Objectives
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation
Strategy Plan
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation
Strategy Plan
Content Selection &
Planning
Terminology & Glossary
Management
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation
Strategy Plan
Content Selection &
Planning
Terminology & Glossary
Management
SEO Meta-Content &
Tactical SEO
Content Localisation
Glossary
Metrics, SEO & Content Feedback Loop
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation
Strategy Plan
Content Selection &
Planning
Terminology & Glossary
Management
SEO Meta-Content &
Tactical SEO
Content Localisation
Glossary
Metrics, SEO & Content Feedback Loop
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation
Strategy Plan
Content Selection &
Planning
Terminology & Glossary
Management
SEO Meta-Content &
Tactical SEO
Content Localisation
Glossary
Metrics, SEO & Content Feedback Loop
Feeds Decision Making About Which Content to Select or
Generate
Is Part of and Connected to the
Terminology Process
Generates Requests to Fill Content Gaps
If Arising
Acts as a General ‘Common Sense’
Filter
SEO-Localisation Strategy & PlanObjectives -
Organic Visitors and Visibility
Keyword Research
Gap Analysis
Terminology & Glossary
Keyword Map
Metrics
Content Requests to HQ
Specifies Page Level Keywords
@andyatkinskruge
@webcertain
Blending SEO with
LocalisationAndy Atkins-Krüger