Spanning the Globe with Google: How to Scale your Content Marketing Globally
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Spanning the Globe with Google August 19, 2014 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
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Do you care if your customer is from Detroit or Dubai … Chicago or Copenhagen? Online marketing doesn't stop at your front door, town boundary or state lines, so why should it stop at national borders? Is your site ready to be found, browsed and shopped by these hot prospects? One answer is the same as at home: Content. And if Google loves your content, the world will love your content and your marketing! Check out the deck Natlie Kelly of Smartling and I presented at a recent webinar hosted by Target Marketing Magazine to learn how to enable your website to seize these cross-border opportunities and grow your customer base and ROI, including: What is the global opportunity for marketing online, and how can you tap into it? How can you create, adjust and optimize your content marketing to be appealing in international markets? How do companies make their translation processes easier, faster, and more efficient? How can you make sure Google recognizes your web content in international markets? You can also view the deck and listen to the recording here: http://www.targetmarketingmag.com/webinar/how-make-google-love-your-global-content
Transcript of Spanning the Globe with Google: How to Scale your Content Marketing Globally
Spanning the Globe with Google August 19, 2014
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted.
#TMGWebinar
Today’s Speakers
Thorin McGee
Editor-in-Chief
Target Marketing
Moderator
#TMGWebinar
Nataly Kelly
VP of Marketing
Smartling
Matthew Capala
Founder
SearchDecoder
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SPANNING THE GLOBE WITH
@smartling #TMGWebinar
present s
Matt Capala | Founder of SearchDecoder
with Nataly Kelly | VP of Marketing
NATALY KELLY
VP OF MARKETING AT SMARTLING
10+ YEARS TRANSLATION AND
GLOBAL BUSINESS EXPERIENCE
• VP of Marketing at Smartling
• Clients include GoPro, Pinterest,
Shutterstock, Hubspot
• Certified court interpreter and
translator (Spanish)
• Fulbright scholar in sociolinguistics
• Author of “Found in Translation”
(xl8book.com)
• International Speaker
• 9 out of 10 Internet users said that when given a choice
of languages, they always visit a website in their own
language
• 1 in 5 Europeans said they never browse in a language
other than their own
• 42% never purchase products or services in other
languages
• Read more: Gallup/EU survey of language preferences
(2011)
There are 6,000 to
7,000 languages
spoken throughout
the world.
Adding 5
languages can
double your online
selling potential.
HOW YOU CAN REACH 90% OF
GLOBAL ONLINE OPPORTUNITY
• 13 languages
• English, Japanese, German,
Spanish, French, Chinese, Italian,
Portuguese, Dutch, Korean,
Arabic, Russian, Swedish
“Global expansion doesn’t mean just
translate new content and publish new
pages. It’s about creating a great
experience for your new users. An
experience tailored to their language,
market, and culture.”
– Maile Ohye,
Developer Programs Tech Lead
at Google
MATTHEW CAPALA
FOUNDER OF SEARCHDECODER
10+ YEARS GLOBAL DIGITAL
MARKETING EXPERIENCE
• Founder of SearchDecoder.com
• Results for LG, Western Union,
Smirnoff, Apple, Unilever
• Global SEO, content marketing,
and growth consultant
• Adj. Professor at NYU
• Author of “SEO Like I’m 5”
(SEOLike5.com)
• International Speaker
• Where to start
• 3 models for scaling global content
• Case studies
“Many of us treat the worldwide web like the
Ohio web or the American English web.
Marketers are overwhelmed and
unprepared to produce content for a global
audience.”
Scott Abel, The Content Wrangler
“The global market for international domain
names (IDN) is greater than 2.5 billion
people”
John Yunker, Author and Founder of Global By Design
ENTERPRISE-LEVEL
• Centralized vs. decentralized approach
• Agency and staff resources
• Some translation services
• Coordination, tools and process design
CENTRALIZED VS.
DECENTRALIZED
SMALL TO MID SIZE
BUSINESSES
• Centralized model
• Local market partnerships
• Translation and localization services
BEFORE YOU START
TRANSLATING
• Google Analytics
• Identify your existing
International audience
• Identify metrics
THE MOST IMPORTANT QUESTION TO ASK
Do the potential traffic and conversions
from additional countries and languages
compensate to develop a new Web
presence?
YOU CAN LOCALIZE YOUR ‘NATIVE’ CONTENT
TO REACH INTERNATIONAL AUDIENCE
Source: http://www.searchdecoder.com/social-networks-in-china-sina-weibo/
• Transcreation
– Winner, expensive to maintain, need local teams
• Localization
– Scalable solution, human translation and adjusting
content for local audience
• Translation
– Automated translation may result in lower quality content
LOCALIZATION
• Localization entails translation and
adjusting content to increase relevance for
the local audience
• International SEO makes sure that your
content is ‘geo-targeted’ and optimized
AUTOMATED TRANSLATIONS
Online translation tools like Google Translate
will not capture the nuances of language that
are essential to engaging an audience with your
content marketing, such as colloquialisms,
humor, and cultural sensitivities.
AUTOMATED TRANSLATION IS
ALREADY AVAILABLE TO BOTH USERS
AND SEARCH ENGINES
WHAT WE’VE LEARNED…
• Pick the right model
• Look at data and analytics
• Do not use automated translations without
a human element
• Be mindful of local culture and differences
• Be creative!
Here are five tips
for creating global
content more
efficiently…
TIER AND CURATE CONTENT
FOR GLOBAL MARKETS
• Don’t feel the need to translate everything
• Translate (or transcreate) only what is
relevant for each market
• Consider creating a limited amount of custom content for each market
• Prioritize relevance (quality) over volume (quantity)
CHOOSE TRANSLATION
SERVICE PROVIDERS WITH
CARE • Know the link between quality and price
• Don’t think of it as translation, but rather
multilingual content creation
• Look for providers with expertise in your subject matter + target locale
• Make sure your technology prevents vendor “lock-in”
DOCUMENT WHAT MAKES YOUR
CONTENT UNIQUE
• Every brand has a “voice”
• What does yours sound like?
• How would you like it to sound when it
moves to another country/language?
• Create a simple style guide
• Develop a basic glossary of
company-specific terms
AVOID TREATING BILINGUAL
STAFF LIKE TRANSLATORS
• The ability to speak English doesn’t make
you a professional copywriter
• Use bilingual staff to advise on your
company’s tone and style
• Look for providers with expertise in your subject matter + target locale
• Make sure your technology prevents vendor “lock-in”
AUTOMATE THE NON-
LINGUISTIC TRANSLATION
TASKS • Stay away from automated and non-
professional linguistic transfer
• But don’t be afraid to automate the
manual, inefficient steps
• Use technology instead of
internationalizing code
• Centralize the delivery of
multiple websites
IN REVIEW…
• Tier and curate your global content
• Decide what makes your content unique
• Choose translation providers with care
• Avoid treating bilinguals like translators
• Automate non-linguistic tasks
• International SEO = geo-targeting content
– Localized domain targeting
– Localized keyword research
– Localized content
• Ex. Currency, Shipping Rates, Language, etc
– Localized metadata
• Ex. Page Title, Meta Description, Alt Text
GLOBAL SEARCH ENGINES
VIEW GOOGLE RESULTS IN ANY
MARKET AND LANGUAGE
Use Google’s Ad Preview & Diagnosis Tool,
selecting any local domain, geography, and
language to view market level search visibility
for any keyword.
HOW TO LOCALIZE KEYWORD
RESEARCH
• Google’s Keyword Planner
• Google Trends
TARGET GLOBAL AUDIENCE MOST
LIKELY TO SHARE YOUR CONTENT
GLOBAL KEYWORD RANK
TRACKING
• SEMRush
ENTERPRISE-LEVEL GLOBAL
KEYWORD TRACKING
• SearchLight
• BrightEdge
• Subdomain, Subdirectory, or ccTLDs
– country.domain.com, domain.com/country, domain.pl
• Hosting on Local IP
• ccTLD shows users and search engines in what country,
sovereign state, or dependent territory a website is
registered.
CHOOSE YOUR INTERNATIONAL
DOMAIN SET-UP WISELY
Source: http://moz.com/learn/seo/cctlds
INCREASE LOCAL INBOUND LINKS
• Increase inbound links i.e. from
blogs/social to local sites from sites of the
same country (get sites in the UK to link to
co.uk extension)
“We’re inching closer to a linguistically
local web, in which people no longer have
to leave their native languages to get where
they want to go”
John Yunker, Author and Founder of Global By Design
WHAT WE’VE LEARNED…
• How to geo-target your content
• Tools for local keyword research
• International domain best practices
http://www.SearchDecoder.com/Newsletter
Questions?
GET IN TOUCH!
• Nataly at Smartling
– www.smartling.com
– @smartling
• Matt at SearchDecoder
– www.searchdecoder.com
– @SearchDecoder
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