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
   

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2. Sociology Sociolinguistics Semiotic Data Science NLP/SFL
   Hello, This Is Me
   @lacuochina
   

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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%
   

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4. What Happens When A
   Company Wants To
   Expand?
   

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5. Let’s Translate
   Everything!
   

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6. What works in one market
   might not work in another
   @lacuochina
   

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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
   

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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.
   

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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.
   

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10. Culture
    

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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.
    

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12. The Power of
    Original
    Content
    Capture and retain audience
    attention
    Drive traffic and engagement
    Establish credibility and
    reputation
    Support brand differentiation
    @lacuochina
    

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13. What’s The Secret?
    

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14. Search Intent
    

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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.
    

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16. Type of Search Intent
    Explicit Implicit
    

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17. Types of Explicit Search Intent
    Informational
    Navigational
    Transactional
    Commercial
    

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18. The Value of
    Explicit
    Intent
    Informative à Low
    Commercial à Medium-Low
    Navigational à High
    Transational à High
    

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19. 4 is not the
    magic
    number!
    @lacuochina
    

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20. Types of Implicit
    Search Intent in
    Different
    Countries
    FOMO
    FEAR
    MOTIVATION
    ENVIRONMENT
    BIASES
    @lacuochina
    

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21. The Value of Implicit Intent
    Medium-High
    Strictly Connected
    to cultural and
    psychological
    context
    

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22. Context
    

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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
    

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26. Ethics
    

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27. SEO can give a company
    entering a new market a
    platform to show support for
    social and cultural issues.
    @lacuochina
    

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28. Villa
    Villino
    Casa di Campagna
    Casa Vacanze
    Social Inequality
    Villa
    

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29. Un avocat
    Une avocate
    Stereotypes
    Lawyer
    

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30. Local Habits
    Snack
    Merienda
    Bocado
    Tentempié
    Piscolabis
    Refrigerio
    

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31. Local Traditions
    Dance
    Carinosa
    Itik-Itik
    Pandanggo sa Ilaw
    Sayaw sa Bangko
    Maglalatik
    

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32. Societal Rules
    You
    貴殿
    あなた
    君
    お前
    Kiden – Very formal
    Anata – Formal
    Kimi – Informal
    Omae – Very informal
    

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33. Political Issues
    Hamster Хомячки
    [Khomyachki]
    an insult typically directed
    at Russian oppositionist
    bloggers
    

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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
    ?
    

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35. Culturability
    

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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
    

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37. From Theory to Practice
    

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38. Hubspot
    

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42. Amazon
    

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45. Samsung
    

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48. 7 Actionable Tips
    

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49. Know Your
    Audience
    @lacuochina
    

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50. Ban
    GTranslate
    [and similar
    tools]
    @lacuochina
    

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51. Forget
    About the
    Volumes
    @lacuochina
    

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52. Find
    Alliances
    @lacuochina
    

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53. Be Creative
    @lacuochina
    

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54. Use Internal
    Data
    @lacuochina
    

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55. Measure,
    Reiterate,
    Adjust
    @lacuochina
    

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56. What About AI?
    

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57. Lack Cultural
    Context
    Nuances Get
    Lost
    Highly used in
    L10n (NMT)
    Useful to
    automate tasks
    

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58. @lacuochina
    

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59. @lacuochina
    

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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
    

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61. www.anconitano.com
    in/veruska-anconitano/
    @lacuochina
    

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