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The Benefits of SEO Localization over SEO Translation

The Benefits of SEO Localization over SEO Translation

Learn why, when working in international SEO, having a localization approach is more effective than having a translation approach.

Slides presented at SeoCon 2021:

Veruska Anconitano

August 01, 2022
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  1. SeoCon 2021
    Don’t
    Translate:
    LOCALIZE
    Veruska Anconitano

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  2. A bit about me
    Freelance Multilingual SEO and (Localization)
    Project Manager with 20+ years of experience.
    • Amazon
    • Canva
    • Skyscanner
    • eBay
    • Groupon
    🇮🇹‍ 🇬🇧🇺🇸🇪🇸🇫🇷🇵🇹🇯🇵‍‍‍‍‍‍ 🇰🇷‍

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  3. STATS ARE ALWAYS A PERFECT ICE-BREAKER
    of World Population
    Searches on Internet
    41%
    of users speak
    English
    26%
    billion people are
    active Internet users
    4.66
    worldwide Internet
    users speak Chinese
    19.4%
    worldwide Internet
    users speak Spanish
    7.9%
    worldwide Internet
    users speak English
    25%

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  4. English is spoken in 36 countries The problem
    with stats and
    data
    1
    2
    3
    4
    Spanish is spoken in 21 countries
    French is spoken in 29 countries
    German is spoken in 6 countries

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  5. 1
    3
    None of these
    countries speak the
    same type of English,
    German, French,
    Spanish.
    4

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  6. COMPROBAR
    Convey a great
    number of information
    in an effective manner
    CHEQUEAR
    OFFERTA SPECIALE AZIONE
    SPECIAL OFFER VERIFY
    CAR
    CHAR VOITURE
    CAMPSITE CAMPGROUND
    THE FUNNY PART...

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  7. It's all
    about...

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  8. Culturability

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  9. Linguistically and
    culturally congruent web
    contents activate shared
    schemas for people who
    share the same culture,
    and, thus, help them to
    better process contents

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  10. SEO
    Localization
    Matters

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  11. UX +
    Localization
    = SEO Win

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  12. New and Qualified
    Organic Traffic
    GAIN
    User experience
    Conversion Rates
    Your Domain Authority
    Your Brand Awareness
    1
    IMPROVE
    2
    INCREASE
    3
    ENHANCE
    4
    BOOST
    5
    The Importance of SEO Localization

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  13. Define Your Website Structure &
    Your Technical Implementation
    Design for Multiple Languages
    Optimize by country, not language
    Research your keywords
    Target the right Search Engines
    The Steps of
    Multilingual
    SEO
    Do Market Research

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  14. Do Market
    Research
    Check existing data
    Define your persona(s)
    and their interests
    Research your audience
    navigation habits
    Research how your audience
    find and search online
    Research competitors and
    define your USP
    Understand the context you
    want to break in

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  15. Define Your
    Website
    Structure & Tech
    Implementation
    Subdirectories
    with gTLD (mysite.es)
    Country-specific
    domain (mysite.com/es)
    Subdirectories with
    gTLD (es.mysite.com) Hreflang attributes
    Canonical tags
    Specific markups

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  16. Design for
    Multiple
    Languages
    Use global templates BUT
    plan regional variations
    Account for text expansion
    Always use UTF-8 encoding
    Account for right-to-left
    languages
    Use culturally appropriate
    images, icons, colors
    Use the appropriate formats

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  17. COMPROBAR CHEQUEAR
    VERIFY
    CAR
    CHAR VOITURE
    Optimize by
    country, not
    language

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  18. Research
    your
    keywords
    Brainstorm keywords starting from
    what you have in the source language
    Forget direct translations of keywords
    Take foreignization into account
    Account for seasonality and
    cultural specifities

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  19. Don’t trust
    the tools!

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  20. Avoid Machine
    Translation

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  21. Yandex is used in Russia
    Target the
    right search
    engines
    1
    2
    3
    4
    Baidu is used in China
    Naver is used in South Korea
    Szenam is used in Czech Republic
    5 Yahoo! is still widely used in Japan
    Where Google is predominant, Keywords & SERPs
    vary widely on a local level

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  22. Do you know that 83% of people declare to leave a website if they don't find
    a localised version or if they find mistakes?
    Humans are soaked up in the culture
    and are able to pick slang, idioms and
    nuances using them to perfectly target
    the right people in the right country
    with the right content
    Know how to simplify
    By addressing your new potential customers in their own language,
    organically, the messages you convey will be more understandable. Your
    audience will be more touched by your brand and will be able to relate to it.
    Makes your brand unique
    Can fill the gap between a company and its potential
    customers
    Know nuances, slangs, idioms
    The Human Touch
    Easing up the complexity of the
    language for SEO purposes allows to
    create content that appeal to a
    specific segment and that can rank
    better.

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  23. THE 6 STEPS OF INTERNATIONAL SEO
    01
    06 02
    05 03
    04
    Understand your
    International SEO
    needs and goals
    Step 1
    Research & Establish
    your Strategy
    Step 2
    Implement your
    Strategy
    Step 3
    Keep analyzing your
    effort, results, and
    advancement over
    time. Refine as needed
    Step 6
    Adjust
    Step 5
    Measure your effort and
    results
    Step 4

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  24. International SEO
    is everything
    but just
    translating
    content

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  25. It's qualified traffic
    SEO is about driving organic
    traffic that’s likely to convert.
    International SEO is about
    driving organic traffic from a
    specific country to get them to
    spend money.
    SEO LOCALIZATION 101
    It's not magic
    International SEO is a
    combination of doing SEO as
    you’re used to, while reflecting
    cultural differences.
    It's all about
    experience
    International SEO is all
    about offering your target
    audience a pleasant
    experience on your site.
    It's empathy
    International SEO requires
    you really have to know
    your target audience.

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  26. Make your target
    feel at home, and
    they will convert.

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  27. Veruska
    Anconitano
    Get in touch with me if you
    have questions or
    suggestions.
    Email Address
    [email protected]
    Website
    www.anconitano.com
    Linkedin
    www.linkedin.com/in/veruska-
    anconitano/
    Twitter
    https://twitter.com/LaCuochina

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