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BizReport : Blogs & Content archives : February 07, 2011

Top 4 translation tips from

Everyone is talking about content translation in the New Year. From entire websites to specific product pages and SEO campaigns, having the right language available for your products is one way to engage a globalized consumer. Aren't sure where to begin? Here are our top tips.

by Kristina Knight is one online hub helping brands engage a global audience through translation.

"At one time, only the largest businesses could afford to invest the necessary resources to localize their websites, and not all that chose to do this executed it very well," said Nicholas Panagopoulos, Director of Business Development, "Today, harnessing the power of the Internet to globalize business initiatives and increase revenue streams is more financially viable and resource friendly for a very large number of companies."

The key is in the strategy. Here are Nicholas' top four tips for SEO based translation.

First, use ISEO. "There is little value in developing a website that is not optimized for ISEO. Instead, use optimization best practices to guide your company's entire content development and site-architecture strategy," said Panagopoulos.

Second, choose your words wisely. Focus on keyword selection and optimizing website/SEO copy.

Third, vet those images. "A picture is worth 1,000 words. Make sure they're the words you want to convey," advises Panagopoulos. "Images...might broadcast unintended messages abroad that only a native or a trained professional can identify." While vetting those images, make sure the copy describing the image is appropriate as well.

Fourth, think beyond the keyword. "Many of the world's search engines not name 'Google' place greater emphasis on page load times, top level domains, where the sites are hosted, density of the keywords used...and links to the sites from other reputable resources for the topic at hand," said Panagopoulos. "Beyond all of this there exists an even larger international search marketing universe that includes social media, international search engine marketing and rich media."

Tags: content translation, global SEO, online content, seo optimization,, website content

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  • ISEO=International Search Engine Optimization. See Nick's answer below.

    @SEM Expert: working on an ISEM piece now. stay tuned!

  • @SEM Expert - keep an eye out for more information on running international SEM campaigns. They can certainly be trickly, but if you have the in-market resources and know-how, it's really not that bad. The same principles for English SEM apply to in-language SEM. Make sure your ads are relevant, select keywords with high search volume, and point the ads to relevant/useful information. You cannot simply translate your English ads and hope for the same results your getting with those ads to occur in other markets.

    @Confused - ISEO = International Search Engine Optimization. It is ultimately optimization, but for international websites. Just because you have optimized your English content, doesn't mean it is still optimized after you have had it localized/translated.

  • Confused

    Hopefully I don't look like an idiot asking this, but what is ISEO?

  • SEM Expert

    This is all good information, but what about SEM? That's what I'd like to learn more about. What are the best practices surrounding running an international SEM campaign?

  • GlobalGeek

    You said it! There's far more to going to global than simply translating your content. As if matters weren't complicated enough already, now you have to worry about optimizing and marketing your multilingual websites. Looks like Nick and his company knows what they're doing!



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