International Search Engine Optimization and Website Translation Best Practices

© 2015 Net-Translators. All rights reserved

[Nov 5, 2015] Webinar: How to Use Interna:onal SEO (ISEO) to Boost ROI from Mul:lingual Websites

November 5, 2015

Chris Raulf Interna:onal SEO Expert President & Founder at Boulder SEO Marke:ng LinkedIn: www.linkedin.com/in/chrisraulf TwiVer: @swisschris

David Sommer Director, Strategic Opera:ons at Net-‐Translators LinkedIn: hVps://il.linkedin.com/in/davidsommer2


About David and Net-Translators David •  Born in the U.S.; raised in Asia, the Caribbean, and the U.S. •  Five kids (some of the wonderful -> the girl ;) •  12+ in the globalization industry Net-Translators •  Software Localization •  Technical Translation •  Medical Translation •  Website Translation •  Net-Proxy •  Localization Testing •  Translation Quality Assessment •  Internationalization (i18n)


About Chris and Boulder SEO Marketing Chris •  Born and raised in Switzerland •  Two amazing kids; love soccer, mountain

biking, hiking, yoga, rock climbing... and crafty Colorado beer

•  20+ years in digital marketing Boulder SEO Marketing •  SEO and ISEO Training and Consulting •  SEO Site Audits •  Content Marketing •  Social Media Marketing •  Online Lead Generation •  LinkedIn Training & More


Webinar #Hashtags and TwiVer Handles

#NetTranslators @NetTranslators #swisschris @swisschris #SEO #ISEO #Net-‐Proxy


Agenda

•  How to start on the right foot; an introduction to the five pillars

of SEO

•  Multilingual keyword research

•  International search engine optimization (ISEO) fundamentals

•  Tools and technologies to support the ISEO process

•  Website localization and translation options; which model best

fits a company's needs

•  Questions & Answers


Where’s The Best Place To Hide A Dead Body?


A Couple of Quick Polls

•  Is your website already translated?

•  If so, is your translated website

properly optimized for multilingual

search?


Search Engine Optimization


Supply Database (aka search engines)

Demand


Google’s Algorithm

Check out the entire infographic at: http://www.entrepreneur.com/article/226884


A Goal Without A Plan Is Just A Wish.

Antoine de Saint-Exupery (French writer; 1900 - 1944)


The 5 Pillars of SEO

1.  Technical Health of Website 2.  Website Functionality 3.  On-Page Search Engine

Optimization 4.  Off-Page Search Engine

Optimization 5.  Social Media Marketing

Content Marketing

What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/


SEO is Like Cooking a Great Meal!


Build Your Digital Marketing “Credit Score”


ISEO Requires a Strong Team Resources: • SEO Manager

–  Develop strategy –  Manage team and drive process –  Analyze date

• Content Creator – Web content, blog posts, in-depth articles,

white papers, case studies, etc. • Social Media Expert

–  Draft and publish social media messages –  Community management, etc.

• Webmaster


https://support.google.com/webmasters/answer/35769?hl=en


Quick Poll Have you done keyword research in a scientific way?


Why Keyword Research?


You First Need To Know Your English Keywords


https://adwords.google.com/ko/KeywordPlanner/Home


Multilingual Keyword Research



http://translate.google.com/globalmarketfinder


3180


Basic ISEO Process •  ISEO Vendor: Product Training / Set-up / Analysis / File Prep •  ISEO Vendor: Provide instructions for ML SEO expert / linguist •  ISEO Vendor: Keyword research and transcreation •  Customer: Review and approve transcreated keywords •  ISEO Vendor: Transcreation of title, description, keyword and

image alt tags •  Customer: Review meta and alt tags •  ISEO Vendor: Review and light edit of localized web pages •  Customer: Review edited web pages •  ISEO Vendor: Review of changes and final QA •  Customer & ISEO Vendor: Update glossary and TM •  Customer & ISEO Vendor: Implement ongoing content

development strategy •  Customer: Implement technical ISEO best practices •  Customer & ISEO Vendor: Ongoing in-country SEO


Some Keyword Research Tools •  Google Global Market Finder:

http://translate.google.com/globalmarketfinder

•  Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner

•  Google Search Console: https://www.google.com/webmasters/tools

•  Wordtracker: http://www.wordtracker.com/

•  Keyword Discovery: http://www.keyworddiscovery.com/

•  Spyfu: http://www.spyfu.com/ •  Plugins, etc.


[Friendly Reminder] Don’t Forget to Update Your Glossary and TM


Another Quick Poll

•  Do you create content on an ongoing

basis for your localized websites?


Content Creating and Optimization Tips ü Optimized meta tags:

•  Title [50 - 60 characters] •  Description [150 - 160 characters] •  Keywords [2-4 target SEO keywords] •  Alt / Images

ü  Blog posts: At least 350 - 500 words ü  In-depth articles: 1,000+ words ü  Include links to other related pages on your site and other high quality

websites ü  If possible, add an image and include an alt tag with a target keyword ü  Place keyword(s) in applicable H1, H2 & H3 heading ü  Try to include an important target keyword in the first paragraph as well

as the last and hyperlink it to an applicable page ü Don’t forget to include a call to action!

•  Share on social media •  Click / call to request a quote •  Download a white paper / view webinar, etc.

ü  Set up Goal tracking in Google Analytics


Localizing your site

• Replication

• CMS

•  Proxy solution


Net-Proxy

• Reduces IT involvement to practically nothing •  Incur no additional infrastructure costs • Concentrate on your content and not on translation •  Separates your CMS from your translations •  Easily add languages as you grow internationally • Reduce costs by leveraging your translation assets •  Automatically identify changes to the content • Deploy localized updates quickly •  Easily manage ISEO


Let’s see something cool!

•  http://www.boulderseomarketing.com/

•  http://de-ch-35fll0al-p.app.net-proxy.com/


What’s Next… •  Stay tuned for our next event.

•  Learn more about Net-Translators: www.net-translators.com

•  Learn more about Boulder SEO Marketing: www.boulderseomarketing.com

•  Learn about upcoming webinars, events and more: Twitter.com/NetTranslators LinkedIn.com/company/Net-Translators Facebook.com/NetTranslators


[Nov 5, 2015] Webinar: How to Use Interna:onal SEO (ISEO) to Boost ROI from Mul:lingual Websites

November 5, 2015

Thank You! Any Ques:ons?

Chris Raulf Interna:onal SEO Expert President & Founder at Boulder SEO Marke:ng LinkedIn: www.linkedin.com/in/chrisraulf TwiVer: @swisschris

David Sommer Director, Strategic Opera:ons at Net-‐Translators LinkedIn: hVps://il.linkedin.com/in/davidsommer2

International Search Engine Optimization and Website Translation Best Practices

Marketing

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