The Role of Culture and Context in Multilingual SEO

Transcript

1. Barcelona International Search Summit Veruska Anconitano Multilingual SEO and Localization PjM Consultant Unlocking Global Reach: Understanding the Vital Role of Culture and Context in Multilingual SEO February 27-28 2023
2. Sociology Sociolinguistics Semiotic Data Science NLP/SFL Hello, This Is Me @lacuochina
3. Did You Know… Billion active internet users worldwide. 4.9 Billions of searches a day 8.5 of websites are in English 60% Share of world population that speaks English 16,2%
4. What Happens When A Company Wants To Expand?
5. Let’s Translate Everything!
6. What works in one market might not work in another @lacuochina
7. Relevance Matters: Why People Leave Websites People tend to leave a website if the content is not relevant to them Relevance encompasses more than just the topic being covered, it also involves consideration of language and cultural differences Failing to cater to language and cultural nuances can lead to poor user experience and frustration Providing relevant content is crucial for building trust and maintaining user engagement @lacuochina
8. To effectively reach your target audience, it is crucial to understand the purpose behind their search and how their context affects what they are searching for and how they search.
9. To stand out and capture the attention of your target audience, it is essential to offer unique, relevant, and high-quality content that speaks directly to their needs and interests. In THEIR LANGUAGE.
10. Culture
11. Culture refers to the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and explicit/implicit patterns acquired by a group of people in the course of generations through individual and group striving.
12. The Power of Original Content Capture and retain audience attention Drive traffic and engagement Establish credibility and reputation Support brand differentiation @lacuochina
13. What’s The Secret?
14. Search Intent
15. Search Intent refers to the purpose behind a user's search query and the information they are seeking when they type a specific phrase of word into a search engine. It's the reason why a user searches for something, their goal or objective in doing so.
16. Type of Search Intent Explicit Implicit
17. Types of Explicit Search Intent Informational Navigational Transactional Commercial
18. The Value of Explicit Intent Informative à Low Commercial à Medium-Low Navigational à High Transational à High
19. 4 is not the magic number! @lacuochina
20. Types of Implicit Search Intent in Different Countries FOMO FEAR MOTIVATION ENVIRONMENT BIASES @lacuochina
21. The Value of Implicit Intent Medium-High Strictly Connected to cultural and psychological context
22. Context
23. The circumstances, conditions, environment, or background information that surround a particular event, situation, or concept. It provides the framework for understanding and interpreting what is happening and how what is happening is shaping the reality in a specific place. In other words, context is the broader setting that shapes the meaning of something, and it can include factors independent from the user. @lacuochina
26. Ethics
27. SEO can give a company entering a new market a platform to show support for social and cultural issues. @lacuochina
28. Villa Villino Casa di Campagna Casa Vacanze Social Inequality Villa
29. Un avocat Une avocate Stereotypes Lawyer
30. Local Habits Snack Merienda Bocado Tentempié Piscolabis Refrigerio
31. Local Traditions Dance Carinosa Itik-Itik Pandanggo sa Ilaw Sayaw sa Bangko Maglalatik
32. Societal Rules You 貴殿 あなた 君 お前 Kiden – Very formal Anata – Formal Kimi – Informal Omae – Very informal
33. Political Issues Hamster Хомячки [Khomyachki] an insult typically directed at Russian oppositionist bloggers
34. Specific Local Cultural References "Nobody beats me, because I'm the Wiz! I'm the Wiz!" "That is the guy!" "Elaine's in love with the Wiz guy?" —Jerry and George, Seinfeld “The Junk Mail” Episode ?
35. Culturability
36. Linguistically and culturally congruent web contents activate shared schemas for people who share the same culture, and, thus, help them to better process contents @lacuochina
37. From Theory to Practice
38. Hubspot
42. Amazon
45. Samsung
48. 7 Actionable Tips
49. Know Your Audience @lacuochina
50. Ban GTranslate [and similar tools] @lacuochina
51. Forget About the Volumes @lacuochina
52. Find Alliances @lacuochina
53. Be Creative @lacuochina
54. Use Internal Data @lacuochina
55. Measure, Reiterate, Adjust @lacuochina
56. What About AI?
57. Lack Cultural Context Nuances Get Lost Highly used in L10n (NMT) Useful to automate tasks
58. @lacuochina
59. @lacuochina
60. Proceed with extreme caution and a hefty dose of sanity. If you don't have these in ample supply, continue at your own peril, as the side effects may include a complete lack of profits, a bonfire of your hard-earned cash, and a demolition of your once-glorious reputation. Professional help is strongly encouraged… @lacuochina
61. www.anconitano.com in/veruska-anconitano/ @lacuochina