1. Global SEO, terminology and translation
How to manage successful international SEO campaigns
International Search Summit Munich
11 April 2013
m.zeitler@MarkTheGlobe.com

2. Agenda
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


MarkTheGlobe
Worst Practice Examples
Translation technology and processes
Terminology management and keyword
research
 Translation memory and on-page optimization
 Best Practices

3. MarkTheGlobe




International search engine optimization
In-house software development
All languages and worldwide markets
Worldwide SEO supplier network

4. Website Translation Example

5. Worst Practice: Mixed languages

6. Worst Practice: Mixed languages
55,600
Issues:
 Google cannot determine language
 Google does not recognize targeted country
Google Index
15,600
4,160
Seiten (Englisch)
Pages (English)
Result:
 Reduced traffice
Global
US
DE
Seiten (Deutsch)
Pages (German)
Alexa Traffic Rank
522
168
8.656
Seiten (aus
Pages (Germany)
Deutschland)
Pageviews
260M
230M
1M

7. Website Translation Example

8. Worst Practice: Shallow Translation

9. Shallow Localization - Results
286,000
Google Index
Issue:
 Not enough localized content
480
Seiten (Englisch)
Pages (English)
Result:
 Reduced traffic
Global
US
DE
2
Seiten (Deutsch)
Seiten (aus Deutschland)
Pages (German)
Pages (Germany)
Alexa Traffic Rank
48.227
25.486
121.287
Pageviews
3,2M
1,6M
N/A

10. Keywords
Goal:
Identify relevant keywords with a good amount of search queries that has less than
average competition. (KEI = Keyword Effectiveness Index)

11. Translating Keywords?
Translators:
Dictionary provides the correct translation

12. Translating Keywords
SEO Keyword
Not in the dictionary!
SEO Experts:
Search volume, competition, KEI, …

13. US vs. German Keywords
ebay.com
ebay.de
Much better keyword selection in US market

14. SEO Process & Content Creation
Variant 1: Content is created for specific keywords
Keyword
Research
Authoring
On-Page
SEO
Publish
Variant 2: Content is enriched with relevant keywords
Authoring
Keyword
Research
On-Page
SEO
Publish

15. Best Practice: SEO Process
Provide SEO tools and guidelines to authors to integrate process
Authoring
Keyword
Research
On-Page
SEO
Publish

16. SEO for website content authors
On-Page integrated in editing environment + keyword research in browser window

17. Global SEO and Localization
Lots of common topics:
Keywords, Content Strategy, Language
Natural extension:
WCMS: Create content
Localization: Translate content
Global SEO: Use content

18. Translation Memory Technology
 Reuses previous translations of sentences
 across whole website and/or versions
 Pricing structure:
 100% matches: free
 Fuzzy matches: 8 cent/word
 New translations:
16 cent/word
 Translators/Reviewers work in translation memory
editing environment, not HTML.
Changes introduced after the translation is complete
are automatically overwritten in the next iteration.

19. Terminology Management
Some companies have
built dictionaries for
translators.
These dictionaries are
integrated with the
translation memory
editor
These corporate
dictionaries are mostly
created with a focus
on branding and
standardization.

20. Translation, Terminology & SEO
Authoring
Keyword
Start
Research
Translation (Target)
Review Translation
(Target)
Keyword Research
(Target)
Review SEO
(Target)
On-Page SEO
(Target)
SEOTerminology
Validation
(Target)
On-Page SEO
Align TM
(optional?)
Publish (Target)
End
This is a lot
of work and
takes
forever!

21. SEO aware Multilingual Content
Translation (Target)
Authoring
Keyword Research
(Source)
On-Page SEO
(Target)
Review Translation
(Target)
Publish
Keyword Research
(Target)
On-Page SEO
(Source)
SEOTerminology
Validation
(Target)
1. Writers and translators need tools and guidelines for an integrated process!
2. Termbase needs to support SEO metrics for better keyword selection
3. CMS or translation memory editor needs to support SEO on-page factors & rules

22. Best Practice: integrated environment

23. Q&A