The Globalization Penalty

author: Paula Shannon, Lionbridge Technologies, Inc.
published: June 19, 2013,   recorded: March 2013,   views: 13371


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All of the efforts made in best practice, website management, structure and process will not result in success if the content on an organization or firm's multilingual website can't be found. True best practice includes the need to understand and quickly respond to global algorithm updates on the world's top search engines, allowing content to stay on top of changes, trends and updates. However, this presentation will discuss how innovative, global leaders infuse SEO throughout the translation process, going beyond simple keyword localization and on page deployment, to increase the qualified traffic to their web content and site. We will consider several case studies, including the use of improved Search Performance in the eSupport world, where the inability to find critical 'fixes' and product information leads to costly call center sessions or damaging product returns. In this presentation we will also examine specifics and best practices for:(a) Global Search Performance: How will you best analyse search engine rankings for current in-market websites across multiple markets in relation to your competition, or similar web sites? (b) International Keyword Optimization: What do we see in terms of best practice as you research and curate keywords with high relevancy and search volumes for each market and locale? (c) Content Keyword Mapping: To improve rankings and visibility, how do leaders insert top keywords in website metadata and content to ensure optimization? (d) On-going ISEO Management: What should you plan for as you manage ongoing benchmarking monitor your competitors, ensuring each of your sites is up-to-date on new, local keyword, search insights, and global tracking keywords as well as ensuring each of your in-algorithm changes and web regulations?

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