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SEO for Localization Companies Insights from a 10-year Journey

SEO for Localization Companies Insights from a 10-year Journey. Luciano Oliveira & Frank Wei. Objectives. Present SEO concepts relevant to Localization Companies Explain main Localization SEO & Asia SEO concepts Provide actionable Take-homes. Agenda. 1. About Us. 2.

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SEO for Localization Companies Insights from a 10-year Journey

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  1. SEO for Localization CompaniesInsights from a 10-year Journey Luciano Oliveira & Frank Wei

  2. Objectives • Present SEO concepts relevant to Localization Companies • Explain main Localization SEO & Asia SEO concepts • Provide actionable Take-homes Page 2

  3. Agenda 1 About Us 2 Website development background 3 Historical SEO Stages 4 Integrated Approach to SEO 5 Localization SEO 6 Asia SEO 7 Q&A Page 3

  4. 1.1 The Translation Company • 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 • 2007 • Other languages offered • Today • 30 languagesconsistentlytranslatedon a dailybasis • Following ISO 9001 and ISO 17100 standards • Multicapability – language, localization, SEO, web development • Offices in New York, Dallas and Sao Paulo • Leadership council of the Translations Company Division of the ATA Page 4

  5. 1.2 MTS – Master Translation Services • Founded in 2000 • In-house team • 50+ translators • 10+ project managers • 10+ account managers • Programmers, DTP specialists, etc. • Specializing in Asian languages • Simplified and traditional Chinese • Japanese • Korean • Vietnamese • Thai • Offices • Xiamen • Shanghai • Taiwan • Silicon Valley

  6. 2.1 Website Development background – Our Own Websites OurOwn Websites • Frameworks • MS Frontpage in 2005 • HTML Coding in 2007 • WordPress since 2009 • Domain/Brand Evolution • BBPortuguese.com - 2005 • 15 mono-language websites - 2005 to 2007 • 200+ domains acquired - 2008 to 2009 • Consolidation of all websites - 2010 • Rebranded as TheTranslationCompany - 2014 Page 6

  7. 2.2 Website Development background – Third Party Websites ThirdParty Websites Developedbyusfromthescratch • Law Firm • Industrial Parts • Legal Directory Participated in thelocalizationeffort • Financial Services • HumanResources • Manufacturers • Others Page 7

  8. 2.3 Website development background – Our Rankings Page 8

  9. 3.1 SEO Historical 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 • Leaders of SEO Services • Companies located in India • Repetitive tasks, Man-hours intensive Page 9

  10. 3.2 SEO Historical 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 • Features to support International SEO • Search Console / Webmaster Tools • Hreflangtags • Canonical tags Page 10

  11. 3.3 SEO Historical Stages – Current SEO Current Stage • Impossible to game the system: over 200 ranking factors • Several search formats • Organic, ads, map/local, mobile, videos, answers, news, informational • Google displays random results after page updates • Social signs as a main SEO factors • Facebook, Tweeter, Etc • Social reviews: Google, TrustPilot, Yelp • Other main ranking factors • Visitor Satisfaction • Domain authority • Links from reputable sources Page 11

  12. 4.1 Integrated Approach to SEO Page 12

  13. 4.2 Integrated Approach to SEO - Framework • WordPress • Monthly updates • Dedicated Server: OVH in Canada (past: VPS.net and Rackspace) • Safety: Sucuri + Backups • Design • Contest based: 99Designs + Amazon Mechanical Turk • Image SEO (manually editing images plus Plugins) • Plugins Page 13

  14. 4.3 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 14

  15. 4.4 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 15

  16. 4.5 Integrated Approach to SEO – Adopting New Practices • Blogs • MOZ Community Blog • Yoast Blog • SEO Conferences • MOZCON • SMX • Google • Official guidelines (slow but solid) • Google Bloggers (fast but experimental) • Experimenting • Testing new approaches and Technologies • Measuring and tweaking Page 16

  17. 5.1 Localization SEO - Strategy • International SEO is demanding • Expensive and time consuming • Never ending • Budget • Scope • Clean execution • Early planning is a must • URL Structure • Marketing & content creation • Targeting • Countries • Languages • Hybrid Page 17

  18. 5.2 Localization SEO – 7 Technical Components • Top Level Domain • ccTDL – country specific • gTDL – generic • URL Structure • Subdomain • Subfolder • Parameters • Geo-targeting • Search Console / Webmaster Tools • Hreflang / Metalanguage • Translation • Content x Keyword • Human x Machine Page 18

  19. 5.2 Localization SEO – 7 Technical Components • User Experience • IP / Cookie / Etc. Redirection • Flags & Languages • Navigation & Look ‘n Feel • Infrastructure • Servers • CDNs • Content • Unique x Similar • Editing for dialects • Images • Keywords Page 19

  20. 5.3 Localization SEO – 7 Common Mistakes • I need multiple websites to rank around the world • The best URL structure for international SEO is:____ • Search console geo-targeting is enough • We should replicate the layout and user experience when expanding • Redirecting users to the right place makes them happy • I need local servers to deliver local content • Similar content across our websites will result in a penalty Page 20

  21. 5.4 Localized SEO – 5 Best Practices • Avoid stereotyping • LatAm, Europe, APAC (marketing dollars allocation) • Customs and preferences (more diversity than usually thought) • Business goals come first • Loc SEO goal is not just “make more money” or “expand internationally” • Following guidelines • Google International Help Center • Troubleshoot • At least 25% of the hreflang tags in the internet are incorrect • Translation • Localization / Transcreation Page 21

  22. 6.1 About Frank Wei • 1996-2000: Internet Content Service Provider • www.chinavista.com • www.xiamenguide.com • 2000-current: Master Translation Services (MTS) • www.translators.com.cn • www.mts.cn • www.mts-tech.com • www.99yee.com Page 22

  23. 6.2 Search Engines in Asia • Don’t Assume Everyone Uses Google! • China：Baidu，Sohu • Japan：Yahoo，Google • Korea：Naver，Daum • Taiwan：Google，Yahoo • Europe：Google, Yahoo and local search engines • SEO Is Constantly Changing • SEO is rapidly changing from one year to the next—even from one month to the next. • Business owners and marketers have to adapt quickly, but it’s still possible to give your business website the edge on your competition. Page 23

  24. 6.3 Chinavista: a Content Success Story • Quality that lasts • Well Indexed • Easily accessible • Story: An English website I built 22 years ago is still a good source of information for tourists to China and for generating revenue for new owners. Page 24

  25. 6.4 Blockchain: a Content Success Story • Original • Useful or informative • Sharable • Story: A detailed guide for BS Registration for Chinese bitcoin investors, shared thousands of times, is a source of continual business for MTS. Page 25

  26. 6.5 Content Strategy Page 26 • Original • High quality • Useful or informative • SEO • Optimize Content to Maximize “Shareability” • Without shares (esp. backlinks), you’re not going to rank in the first pages. • Publish Longer Content • Search results found that the average word count of a first page Google results was 1,890 words. • Optimize Your Site for Google RankBrain - Google’s first machine learning algorithm. • The happier you make Google’s users, the higher you’ll rank.

  27. 6.6 SEO and Content Marketing • SEO Is Actually All About Content Marketing • Integration of SEO and content marketing • The only way to ensure the success of content marketing is to apply SEO techniques in its implementation • Content marketing is content. • Content marketing means using keywords. • Content marketing introduces backlinks. • Content marketing needs great UX • Content marketing requires consistent. Page 27

  28. 6.8 Remember • Check list on Multilingual SEO • Focus on solid content creation and copywriting fundamentals • Engage your viewers deeply • Set good titles, use good headings and good meta description. • Translate pages accurately, yourself or with ‘real’ translators • Remember to translate SEO attributes • Stay abreast of Technical Trends • Backlinks • SEO health • Site speed • Schema Page 28

  29. 5.5 Localized SEO – Conclusion & Roadmap • Localized SEO is still SEO • Traditional SEO • Cultural component • Set of technical aspects Localization SEO – Roadmap thetranslationcompany.com/loc-seo-roadmap Page 29

  30. ? Any Questions? ? ? Luciano Oliveira at loliveira@thetranslationcompany.com Frank Wei atfrank@mts.cn

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