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2 About the book This book discusses how to integrate SEO (search engine optimization) into the translation and localization process to attract more visitors to the translated website. Your goal for translating your webpages is to expand online visibility among different markets. Will these new audiences discover your new website automatically because you now speak their language? No, they'll have to notice you first. Google, Yahoo, and other search engines are a great way to get discovered and address the demand of your customers. -page 6 About the author I m Jennifer Prüfer, an SEO consultant based in New York City. At my current position, I consult for a Fortune 100 telecommunications client, working on both content and e- commerce sections of their website. Prior to this position, I was an SEO manager at another media agency, working on Procter and Gamble brands and Jaguar Land Rover. Before getting into SEO, I did vendor management and project management within the translation and localization industry in Madrid and Barcelona. I obtained my bachelors degree with a dual- major: economics and international relations. To learn more, check out my personal blog: Contact me for on- site or online training: Possible options are on- site training for engineers, translators, and account managers at translation agencies, international SEO training, or an introduction to SEO for a more general audience. Also, feel free to contact me for any feedback as well! 2

3 Copyright 2015 by Jennifer Prüfer All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the author except for the use of brief quotations in a book review. Cover designed and self-published by Jennifer Prüfer The Definitive Guide to SEO for Website Translation / Jennifer Prüfer ISBN

4 Contents CHAPTER 1. INTRODUCTION WHY AM I WRITING THIS BOOK? WHO WILL BENEFIT FROM THIS BOOK?... 5 CHAPTER 2. SEO BASICS WHAT IS SEO? WHY IS SEO IMPORTANT? HOW DOES SEO WORK? SHOULD YOU WORRY ABOUT INTERNATIONAL SEARCH ENGINES?...10 CHAPTER 3. ON-PAGE SEO ELEMENTS HOW DOES GOOGLE UNDERSTAND THE CONTENT OF A WEBPAGE? HOW SHOULD YOU PERFORM KEYWORD RESEARCH? WHAT ON- PAGE ELEMENTS ARE IMPORTANT FOR SEO?...21 COMMENTARY

5 THE DEFINITIVE GUIDE TO SEO FOR WEBSITE TRANSLATION Chapter 1. Introduction 1.1 Why am I writing this book? Because it doesn t exist! I was surprised to find hardly any resources on how to integrate web translation and search engine optimization (SEO). Most translation agencies claim that they can deliver search engine optimized translations, but they do not make their methods and processes transparent, leading me to doubt their capabilities. Any published article that I ve seen related to the subject just rehash what everyone else says: not to use automated translations, and to perform keyword research. Because of the lack of literature on website localization, I thought that I should use the knowledge I ve acquired from working in both the translation and digital marketing industries to create a practical SEO guide for translators, end clients, and everyone else in the translation industry, including account managers, project managers, and engineers. An introduction of SEO is included for those who are not familiar with the subject matter, but a comprehensive explanation of all aspects of SEO would drastically enlarge the scope of this book. You can find plenty of free online resources that provide excellent information for that; I will provide some links in the commentary at the end of the book. The main focus of this book is content and international SEO directly related to the translation process. 1.2 Who will benefit from this book? Anyone that wants to learn about content SEO: Learn the basics of SEO, how to perform keyword research, and what to do with the keyword data. Account managers and salespeople: When speaking with clients, promise search engine optimized website localization with background knowledge and confidence, and charge significantly more for each project. 5

6 End client: I personally know salespeople and account managers who promise SEO d translations to their clients, but know absolutely nothing about search engines nor the digital space. For example, one such manager promised a client the first page of Naver for a certain keyword, and then later came to me, asking for help. I told her that there were no organic (SEO) results outside of the Naver products such as paid ads and Naver Q&A results on the first page. Read this definitive guide to be able to gauge the SEO knowledge of your translators and account managers, and detect BS before signing a contract! Your goal for translating your webpages is to expand online visibility among different markets. Will these new audiences discover your new website automatically because you now speak their language? No, they'll have to notice you first. Google, Yahoo, and other search engines are a great way to get discovered and address the demand of your customers. Additionally, translating web content with SEO in mind will significantly reduce your company s budget and turnaround time in comparison to doing blind translations, and then hiring an SEO agency to revise them afterwards. Everyone in the translation industry and end clients: You can create general SEO guidelines and templates for everyone to follow, but SEO also requires common sense. The more people knowledgeable of SEO involved in the translation process, the higher likelihood of the quality of the optimized website translation. Translators: Learning SEO would be a great way to distinguish yourself and advance your career, especially since very, very few translators understand how it works. If you translate any public web content, whether related to heavy industry or fashion, you will help your client gain online visibility. Localization project managers and engineers: How long should the meta title tag be? Should you translate image alt text? This guide goes over HTML and other web elements that are important for SEO. 6

7 Chapter 2. SEO Basics 2.1 What is SEO? Before we discuss search engine optimization, let's make sure you know what search engines are. Search engines, such as Google, Bing, Baidu, DuckDuckGo, and Naver, take the keyword or query that you insert into the search bar, go through all of the webpages that they have stored in their database, and then return the results they deem as relevant to your keyword. The majority of the time, they find and retrieve more than one relevant result, so each of the search engines has algorithms that determine how to rank the pages in order of relevance to help you find the information that you need quickly. SEO, a misnomer because its purpose is not to optimize the search engines, is rather the art of optimizing web content for the search engines. Web content can be a webpage, restaurant information on a map, an image, or even the list of your Facebook friends that live in Madrid. Web content can be restaurant information on a map. 7

8 Web content can be the list of your Facebook friends that live in Madrid. For the most part, when people say SEO, they are referring to optimizing webpages for search engines so that they rank well in the natural results for high web visibility. 8

9 The previous screenshot shows a Search Engine Display Page (SERP). SEO results are on the left, and the paid search results, on the right. 2.2 Why is SEO important? Because everyone uses Google or some other search engine. I m not going to expand much on this topic, but will provide a few interesting studies that I ve found... through what else but Google! 120 Awesome Marketing Stats, Charts and Graphs, compiled by Hubspot ( charts- graphsdataapril2010slideshare), offers the following statistics: 70% of the links search users click on are organic- not paid. (Marketing Sherpa) 60% of all organic clicks go to the top 3 organic search results (Marketing Sherpa) 75% of users never scroll past the first page of search results (Marketing Sherpa) 79% of online shoppers spend at least 50% of their shopping time researching products. (Power Reviews) 9

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