International SEO Panel

Speaker: Andrew Bredenkamp (Acrolinx), Tim Coughlin (Translations.com), Gustavo Lucardi (Trusted Translations, Inc.)

Moderator: David Lin (SAP)

SYNOPSISAs 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 LucardiCOO, 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” to selecting the right keywords 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 CoughlinDirector 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 BredenkampCEOandrew.bredenkamp@acrolinx.comhttp://blogs.acrolinx.com/andrewhttp://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 TechnologyFour SEO steps

Keyword Discovery & Validation

Keyword Discovery & Validation

Site AuditsSite Audits

Site EditsSite Edits

KaizenKaizen

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