Why your next big traffic win is content localization

Transcript

1. Why your next big traffic win is content localization Elizabeth Pokorny WEGLOT Speakerdeck.com/elizabethpok elizabeth-pokorny-442a5939/ @weglot
2. But…
3. What about when we actually need to practice what we preach?
4. 3 step process
5. Limited resources
6. AI translations
7. Content localization
8. What to point out
9. Should we add languages to our site?
10. Aim of replicating our original site’s organic success
11. 6-month objective
12. Grow our international site traffic across 2 languages
14. 7 languages live + Site language English
15. French + German
16. Previous workflow Weglot → AI translation → Pro translators
17. Our strategy
18. Do you need a fully translated website?
20. Not every page on your website will serve your new target audience
21. It’s budget intensive
23. Step 1: AI translation
24. “Let’s test if our product will work in Spain”.
25. First layer of AI translation
26. = fully translated website
28. Searches for “How to humanize AI content” have grown 943% over the last 12 months. Source Ahrefs
32. Step 2: Content prioritization
35. 30 URLs & 5 blog articles a month for content localization
36. AI translation Exclusions
37. Step 3: Content localizaton
38. Content localization adapting and transforming content, so it resonates in another country or locale
39. Why is content localization so important?
40. When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and 76% will buy from them over a competitor. Source: Sproutsocial
41. Important! A translator with SEO experience
42. tú or usted?
43. How they did it
44. 1. Audit top 30 URLs
45. 2. Keyword research
46. Learning 1. Keywords aren’t always a direct translation.
47. Learning 2. The SERPs and the intent were different across different languages.
48. Not always a correlation between the original SEO strategy and the international one.
49. Align with country search behavior
51. Learning 3. Use AI translation to see organic traffic before optimizing & enhancing with content localization.
52. Workflow
56. Monthly process
57. Edit top 30 URLs
58. Optimize 5 new articles
59. Results
60. German
62. French
64. Learnings
65. Content prioritization is key and keeps the project manageable
66. A country SEO expert helps you understand nuance & convey brand voice
67. A direct translation of a keyword isn’t always going to work
68. The content ranking in your original language might not match the search intent in other languages
69. Don’t expect to see the same traffic volumes for different markets
70. Next steps
71. Duplicate the same process across all our website languages
72. So, is your next big traffic win content localization?