Multilingual SEO – Optimizing Your Technical Content for Findability
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Transcript of Multilingual SEO – Optimizing Your Technical Content for Findability
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Multilingual SEO – Optimizing Your Technical Content for Findability
24 April 2013U.S. callers should dial:+1 (909) 259-0012
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Matthew JacksonHead of Internet Marketing Lingo24
PG BartlettHead of Product Management Acrolinx
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Today’s Discussion
Why & how to optimize techdocs for search “Multilingual SEO” defined Why translate & optimize web content Identify your target markets Researching keywords for foreign languages URLs & hosting
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Why Improve Techdoc Findability?
Optimized support articles:
Impact on customer experience?
100%
Hits
30%
Calls
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On-Page Optimization
Write quality content Create unique Title Determine your keywords
– Which terms should find your document?
– Look for better alternatives (next slide)
Place keywords appropriately– Title, headings, description– Most important keywords first– Max. # keywords: 1 to 3
Keyword density?– Don’t overdo it – write for
people, not search engines
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You think of keywords
Google suggests others…
Google AdWords account/Tools & Analysis/Contextual Targeting Tool
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Multilingual SEO
Optimize for each region and language
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Whytranslate & optimize
website content
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Lower barriers to entry for search engine marketing than in the US & UK.
Why
Lower cost per clicks and less competition in overseas markets than in the UK & US.
Opportunity to sell products and services to new markets
Non-English-speaking online markets are growing rapidly
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Strong growth in Internet usage in overseas markets Internetusage
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The opportunitywith translation
(Common Sense Advisory Panel’s ‘Can’t Read, Won’t Buy’ report)
People are four times more likely to make a purchase online with information in their own language
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• Flight comparison site• Ventured international in 2006• Russian website hits skyrocketed from
30,000 to over 1 million in just 18 months• Now 23 different languages, 60 currencies• 70% of turnover comes from overseas
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Different search engines but the same best practice translation & SEO rules apply
Searchengines
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Identify your
markets:what countries offer search opportunities
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Check out the search
demand globally
Google Global Market finderhttp://translate.google.com/globalmarketfinder
Identify online search demand and competition for your business
Compare advertising costs by country online
Analyze conversion rate data by country for your business
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Google Global Market finderhttp://translate.google.com/globalmarketfinder
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Selecting a trusted
localization partner
with SEO experience
The following pre-requisites will lead to SEO results:
Examples of clients and references?
Native-speaking professional translation & SEO experts, based in the target country.
In-house Internet Marketing expertise.
Transparency on SEO processes and costs. Evidence of actual SEO and ROI results in multilingual campaigns?
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Why use human
translatorsover
machines?
From Google Translate:
“Our goal with Google Translate is to produce an ‘80 per cent solution’. It helps understand foreign text, but is not intended to “produce a polished version suitable for publication.”
Machine Translation cannot select the correct keywords that drive search volume.
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Foreign Language Keyword
Research
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Owing to linguistic and cultural differences, it’s important to use the local knowledge of native speakers based in the country
Using native language
speakers for keyword research
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1. Identify leading search engine in target country & keyword tool to use
2. Translate keywords from English (or other language) to target language and consider alternatives
3. Check search volume in keyword tool and identify alternative variations of keywords.
4. Identify keywords that are accounting for search volume
How to perform
MultilingualKeyword
Research
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Useful Keyword Research Tools
Google Keyword Tool for most of the world
Baidu Keyword ToolChina
Yandex Keyword Tool WordstatRussia
KeywordResearchTools for popular search
engines
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Google Keyword Research
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Use of English Keywords
Use of English terminology is high in certain businesses:Example: ‘cloud computing’ search in Google France
Hybrid Anglicism terms such as ‘voli low cost’ are on the riseExample: ‘low cost airline’ search in Google Italy
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Translating& Optimizing
Content
1. Map keywords from research to website pages that are going to be translated
2. Provide clear guidelines to translators for using the keywords in the translation
3. Include keywords (naturally) in the Meta titles, Meta tags and on-page body text.
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Geo-targeting website
configuration for languages
& countries
Configuration:
1. Domain selection
2. Hosting
3. Google Webmaster Tools
4. Google language code
5. URL design
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3 Available Options :
1. Top level country domain : www.ford.fr - France domain affix
2. Country specific subfolders: www.apple.com/fr - French extension to domain
3. Country specific subdomains: fi.lingo24.com - Finnish
Domain selection:
Options
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Best option for SEO purposes is Top Level Country Domains
E.G. www.ford.fr
1. Google favors top level domains in local search engine results
2. Users are more used to seeing country domains than subdomains
3. Best for SEO: local links will point to country-specific website as opposed to an English version
The winnerTop Level Country Domains
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Number of Google search results (in first 2 pages / 20 hits) for “buying gold” in Spain, France, Germany & Italy
The results are in: Top Level Country Domains
Country Top Level Domain Sub domains SubfoldersFrance 9 2 0Spain 6 1 0Germany 18 0 0Italy 10 1 1
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Locally hosted content can give you an edge in country specific search engine results
Number of search results for “buying gold” for in-country hosting:
Importanceof local hosting
Country
Number of Google search results in first page / top 10 hits when hosted in-country
France 8
India 4
Spain 4
Australia 5
UK 7
Germany 9
China 8
Turkey 7
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To set geo-location preference, log into Webmaster Tools and follow these steps:
1. Set up Google Webmaster Tools
2. On the Webmaster Tools homepage, click the site you want
3. Under Site configuration, click Settings
4. In the Geographic target section, select the option you want
Google Webmaster
tools:Tell Google which
country your website is intended for
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Specify language and country in the website code:
Example: Coding webpage for English for UK Using the lang & xml:lang attributes of the html tag, e.g.:<html lang=”en-gb” xml:lang=”en-gb”> Using the http-equiv meta tag, e.g.:<meta http-equiv=”Content-Language” content=”en-gb” />
LanguageCode
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Localize the URLs for a specific language and country:
Translate them, using the main keywords for the page in question
E.g. http://www.lingo24.fr/logiciels-traduction.html
Other recommendations:
• Keep them short but uniquely descriptive, to give an idea of the page content
• Words used within URLs should be separated using either hyphen (-) or underscore (_); whichever you choose, use consistently
• Use the most relevant keywords for each page
• Do not include spaces, ‘#’, ‘£’, ‘$’ or any other special characters
• Use non-query string-based URLs (where possible)
Translating text in URLs
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Translation and multilingual content optimization
Translation services for over 300 languages
Experience in content optimization in over 25 languages
Genuine Native speaking keyword research expertise
Website content management API solutions
About Lingo24
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About Acrolinx
Plugs into your authoring tool
Detects:– Branding & style
problems– Terminology
violations– Spelling &
grammar errors– Translatability
problems– SEO issues
Enterprise software for authoring teams
Interactive enforcement of corporate style guide & terminology within authoring tools
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Follow-Up
Contact us!– [email protected]– [email protected]
Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html
and
http://lingo24us.com