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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tmas

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days

all in

clusiv

e ho

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ristm

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p xm

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reak

s

hone

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chea

pest

fligh

t

half b

oard

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p ac

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adat

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chea

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liday

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janua

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p flig

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luxur

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day

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p flig

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007

late

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olida

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p lux

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chris

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trips

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p ho

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hols

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