1. Blending SEO with Localisation Andy Atkins-Krüger

2. +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

3. Programme 1.Will SEO and Localisation Even Mix? 2.What is SEO all about? 3.SEO Challenges to Localisation 4.How to Process Review 5.Breaking Down into Best Practice

4. Will SEO and Localisation Even Mix?

5. Compromise?

6. International Search Marketing SEO/SEM/SMO

10. Typical v Ideal Process

11. 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 implementation Feedback/Comments from translators 4-feedback 8-Phase 2 of implementation Webcertain 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

12. Hunters Don’t Make Farmers!

13. Oil & Water Don’t Mix

14. “SEO and Localisation Are Opposites with Different Priorities and Objectives – and Rightly So!”

15. What is SEO all about?

16. How Important is SEO?

19. “ Marketing content which is not available to search engines isn’t worth localising. Period. ” Localization World, Berlin 2010 Andy Atkins-Krüger

20. The Three ‘C’s of SEO

21. SEO Localisation and 3 Cs Connections Compatibility Content

22. Three Strands of SEO – Three Teams

23. SEO-Localisation Sits Here...

24. SEO Localisation and 3 Cs Connections Compatibility Content SEO Local. Copy- writing User Generated Meta

25. SEO Challenges to Localisation

26. Do not translate OR localise your keywords

27. Keyword Research

28. 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

29. Long Tail Shortest TailsLongest Tails Romance Scandinavia English Dutch / German

30. Fussballschuhe voetbal schoen football boots scarpe da calcio botas de fútbol футбольная обувь Plurals Prepositions Accents Alternate spellings Disaggregation Inflection

31. What Search Engines See

32. Keyword Density (Nkr / Tkn) * 100 Nkr is how many times you repeated a specific keyword and Tkn the total words in the analyzed text

33. Reading Links Content Relevant Unique Correlation Page Title Description ANCHOR TEXT LINKS Keyworded

34. Templates and Duplication

35. Smart Geo-selector

39. Usability Isn’t the Same in Every Language… Latin Alphabet Languages Far Eastern Languages Arabic Alphabet Languages

40. Use Local Domains Source: John Yunker – Byte Level Research

41. Local Links

44. Domain Targeting www.yourdomain.de de.yourdomain.com www.yourdomain.com/de/ www.yourdomain.com Need Local Links Need Local Links Need Local Links

45. Phrase Volume Phrase SpecificityLow High e.g. Marketing Paid Search Marketing in Russia with Yandex The Long Tail Concept Long Tail Economics Volume Vs Conversion Competition Vs Cost

46. Long tail – Example

47. Head v Tail Conversion Vs Volume General Phrases Specific Phrases Click Volume Conversion % 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

48. Page Content Reviews

49. Input methods impact search

50. Global online PR – 25 languages

51. Synchronisation at Work

52. How to Process Review

53. 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 change 5.But use the best of the skills you have 6.Compare to best practice

54. Breaking Down into Best Practice

55. Best Practice SEO Localisation Business Objectives

56. Best Practice SEO Localisation Business Objectives Product Development Marketing Messages & Content

57. Best Practice SEO Localisation Business Objectives Product Development Marketing Messages & Content SEO- Localisation Strategy Plan

58. Best Practice SEO Localisation Business Objectives Product Development Marketing Messages & Content SEO- Localisation Strategy Plan Content Selection & Planning Terminology & Glossary Management

59. 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

60. 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

61. 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

62. SEO-Localisation Strategy & Plan Content Requests to HQ Specifies Page Level Keywords

64. @andyatkinskruge @webcertain

65. Blending SEO with Localisation Andy Atkins-Krüger