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Insights on SEO for Localization Companies: A Decade of Experience

Discover key SEO concepts tailored for localization companies in this insightful presentation by Luciano Oliveira and Frank Wei. Gain an understanding of Localization SEO and its relevance to Asia. Learn from a decade-long journey and receive actionable takeaways to enhance your SEO strategies. The session will cover the integration of SEO practices, analysis of historical SEO stages, and provide a roadmap for effective localization. This comprehensive guide is essential for localization professionals aiming to optimize their digital presence in diverse markets.

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Insights on SEO for Localization Companies: A Decade of Experience

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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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