23/05/17

1

SEO for Translation CompaniesA 10-Year Journey

By Luciano Oliveira

SEO

Page § 2

Objectives

§ Present SEO concepts relevant to LSPs- Our journey: SEO work started in 2005- How to differentiate your efforts

§ Why Short-Term Doesn’t Work- SEO is a mature field of knowledge- Winners understand results take time

§ Provide Take-homes- A long-term strategy- Leading SEO tools and resources for your company

Page § 3

Agenda

About The Translation Company

Website development

Historical SEO Stages

Our Integrated Approach to SEO

1234

The Future of SEO5

23/05/17

2

Page § 4

2. Brief History

§ 2005- Until 2004: Luciano Oliveira worked in the Financial Services & Information Technology

industries- In 2005: Luciano starts as a State Approved Court translator in NYC- English to Portuguese as the first language pair. First website: BBPortuguese

§ 2007- Other languages being offered- Other language-focused websites developed: BBSpanish, BBGerman, etc.- 7Brands as an umbrella brand

§ 2014- Rebranding to “The Translation Company”

Page § 5

3.1 Website Development - Framework

§ Frameworks- MS Frontpage in 2005- HTML Coding in 2007- WordPress since 2009

§ Domain/Brand Evolution- BBPortuguese.com registered in 2005- 7Brands registered in 2005- BBSpanish.com and 30 other registered from 2005 to 2007- Additional 100+ domains registered from 2008 to 2009- Consolidation of all BBs within 7Brands in 2010- 7Brands rebranded as TheTranslationCompany in 2014

Page § 6

3.2 Website Development - Domains

§ 7Brands- Available in multiple languages- Corporate look’n feel

§ Mono-language websites- Major languages- Content about the language and the

respective countries- Helped us to attract larger LSPs as

clients

23/05/17

3

Page § 7

3.3 Website Development - Consolidation

§ Current website

Page § 8

4.1 SEO Stages – Beginning

§ Beginning of the SEO (1996 to 2009):

§ SEO = Onpage + Offpage

§ Onpage- Managing page elements such as title, keywords, text, etc.- Balance in keyword tweaking

§ Offpage: - Link Exchange- 3-way linking- Link Directories- Link Farms

§ Leader provider of SEO Services- Companies located in India- Dependent on cheap labor due to repetitive tasks

Page § 9

4.2 SEO Stages – Transition SEO

§ Transition SEO (2010 to 2013)- Google Gets Smart: over 100 ranking factors

§ Google Algorithm Updates- Google Animals

- Panda x Thin Content- Penguin x Keyword Stuffing- Hummingbird -> Semantic, contextual search empowerment

23/05/17

4

Page § 10

4.3 SEO Stages – Current SEO

§ Current Stage

§ Social Media as a main SEO fator- Facebook- Tweeter- LinkedIn

§ Initial random results on Google after a page update

Page § 11

6.1 Integrated Approach to SEO

Content

ExternalTools

New Practices

Framework

Page § 12

6.2 Integrated Approach to SEO – Our Rankings

23/05/17

5

Page § 13

6.2 Integrated Approach to SEO - Framework

§ WordPress- Monthly updates- Dedicated Server: OVH in Canada (past: VPS.net andRackspace)- Safety: Sucuri + Backups

§ Design - Contest based: 99Designs + AmazonMechanical Turk- Image SEO (manually editing images plus Plugins)

§ Plugins

CMS Tree Page View Contextual Related Posts EWWW Image Optimizer

SEO Friendly Images Facebook Comments Featured Post

SEO Smart Links Bus. Shareholic Yoast SEO Premium

Page § 14

6.3 Integrated Approach to SEO - Content

§ Service Content- Specialty Pages- Pages expanding on your strengths

§ Language Content- Introduction language lessons- Useful information for translation buyers

§ Country Content - Travel guides- Business tips

§ Infographics- Interesting topics- High probability of generating quality links

Page § 15

6.3 Integrated Approach to SEO - Content

23/05/17

6

Page § 16

6.4 Integrated Approach to SEO – External Tools

§ MOZ- Weekly Ranking Updates- Keyword Research- Other tools

§ Local - Moz Local- BrightLocal- Yext

§ Development- Yoast Site Review- eLance, Odesk -> UpWork- Eastern European Developers- 99Designs.com

Page § 17

6.5 Integrated Approach to SEO – Adopting New Practices

§ Blogs- MOZ Community Blog- Yoast Blog

§ SEO Conferences - MOZCON - SMX

Page § 18

7.1 The Future

§ Unique Content & Authoritative Links

§ Mobile

§ Rich Answers

§ RankBrain (Google)

23/05/17

7

Page § 19

You are welcome to contact Luciano Oliveira at loliveira@thetranslationcompany.com

Any Questions?