Search Engine Optimization for International Companies

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Search Engine Optimization (SEO) is hard enough as is. Throw in multiple languages and different locales and you’re in for a REAL treat. I’m going to talk to you about SEO for international companies but I’m working on the assumption that you know what SEO is and you have an SEO strategy. If you don’t know what SEO is, check this out: http://www.seomoz.org/beginners-guide-to-seo. It’ll give you the basics.

What on Earth is Localization?

Alright, I feel comfortable making the assumption that you know what SEO is but localization is a completely different story. Unless you work in a specific industry like the language services industry, it’s unlikely that you’ve come across this term before. So, let’s dive right in!

Localization involves taking content written for one locale and tailoring it to meet the needs of another.

For Example:

You have an online store that sells, oh I don’t know, custom floor mats for cars. So far, you’re dominating the Canadian floor mat market and you see an opportunity to break into the Japanese market. To carve your niche, you start adding your website to online Japanese floor mat retailer directories.

Six months pass and not a single order has come in from Japan. Time to pack it up, right? Wrong! You need to localize. So, you hire a company to translate all of your text to Japanese and you’re off to the races.

Make Sure You:

• Adjust your website layout to account for an increase/decrease in text. Some languages add up to 40% more characters per body of text

• Update measurements, currency, and date format to fit with local customs

• Update photos to feature places and people that represent your new market’s culture

This is Just the Start…

Translating your text to the language of your market is only the first step in SEO localization. You need to do the exact same things you did for your English website SEO. Let’s review those steps and I’ll explain the localization strategy.

Link Building

You’re going to have to build links that are relevant in your new market. Where does your new market look for your product (directories, blogs, twitter, facebook)? Make sure you’re there and speaking their language. Connect with social media influencers in your target locale.

Keywording

This is where you’re definitely going to need a professional. You can’t just ask someone to translate keywords that are popular in your current location and expect them to be popular in a different country. In Canada, we may search for “social media marketing agencies” but in a different country that string might be useless. The prevailing term for social media marketing in a different country might be “internet advertising companies” in which case you haven’t used any of those words.

I guess this is the perfect time to explain long-tail and short-tail keywords because this will be the most difficult part. In some languages, depending on the context, the form of a word might change (context-sensitive spelling). So a singular keyword planted throughout your content might be useless because people often search using long-tailed strings.

Website Design and Usability

Your website has to reflect the way users navigate your website. Look at other websites in your target locale and find best practices. Where do they prefer the menu? Do they use “bread crumb links” or navigation side bars? Do they mostly share using Facebook or do they use Twitter? Ultimately, sharing your content will help you leaps and bounds so you need to set sharing features up in a way that your target market is most comfortable with.

This is just a taste of what you’re in for when you decide to do SEO localization. If you have any questions visit Abletranslations.com.

For more on international marketing check out:

Translate Tweets to Explode in the Twitterverse (and make more cash online)

or head back to Toronto Translators

Brand Internationalization Strategy for Small and Mid-sized Companies

Taken from:
http://ezinearticles.com/?Brand-Internationalization-Strategy-for-Small-and-Mid-Sized-Companies&id=7269280

I know I shouldn’t, but I’m going to. After all, I’m a rebel. If you follow the literature on social media, you’ll see that most experts recommend starting online articles with a personal story. But I’m not going to. To be honest, I wracked my brain for a personal story on brand internationalization and finished the day with a blank page. Surprising, right? So, I thought to myself, “Why don’t you just fabricate a story?” And I did. Boy, did it sound disingenuous. Instead, I’m going to approach the subject of brand internationalization from the orientations that I feel most comfortable with, fairy tales and sociology.

A Long, Long Time Ago in a Kingdom, Far, Far Away…

There lived a sociologist, Emile Durkheim, who coined the term “collective consciousness”. Without bombarding you with technical mumbo-jumbo (mumbo-jumbo, being the technical term for boring filler), I’ll skip to the point.

Emile Durkheim suggested that societies are bound together by shared beliefs, values, and attitudes. This was characteristic of groups of people living within a limited proximity. When he coined the term at the end of the 19th century, Durkheim was mainly looking at the beginnings of industrial society, a far cry from the social arrangements that characterize the 2000s.

The Goose That Laid the Global Egg

The internet has blurred borders, both physical and cultural. We live in a global society but because of the spread of information, Durkheim’s perspective still rings true. There are some basic ideas and attitudes that are universal. These universals have become central in brand internationalization.

Enter, the Big Brand Wolf

big brand wolf
He’ll Huff and He’ll Puff and He’ll GROOOOOW Your Brand

Small and mid-sized organizations that haven’t taken steps to internationalize their brand are actually in a position to do so in a more effective way than organizations that have already built up a concrete brand image. You have the luxury of forethought.

Let me explain. There are two major schools of thought when it comes to internationalizing your brand. You can:

a) Re-brand in every market you enter

b) You can choose a universal appeal (remember the global collective conscious?) and make small tweaks in each locale.

Option (B) is cost-effective and efficient at creating a recognizable brand but it involves thinking ahead. You have to decide on a universal value or attitude on which to base your brand before you make your debut on the international stage.

The Seven Dwarves of International Branding

After reviewing your marketing demographics and finding your target market, you’ve got to think a little bit about what makes them tick on a personal level but think big picture. Do they value family? Friendship? Saving money? These are your universals. Your long-term branding strategy should be based on this. The seven dwarves will help you make the brand locally appealing.

Meet the seven dwarves of brand internationalization:

Disney got here first
…Disney got here before you did

Language – this is a given, all marketing material must be distributed in the language of the target market. ’nuff said.

Culture – Get a consultant! Some cultures consider some topics taboo, favor a particular selling environment, or aren’t buying what you’re selling (think winter hats in Morocco)

Graphics – feature local talent, use colors that represent your message (these change by region), and ensure translated text will fit in your logo.

Idioms – For an international message, stay away from English idioms. They don’t translate well.

Content flow – The often forgotten Dwarf. Your text layout should follow local customs.

Software/website – You need to localize your software and website. This means changing the date/time/currency formats/measurements, text field lengths for phone numbers and addresses, as well as everything else that has been mentioned.

Regulations – consult an expert on local regulations. Do they require a specific format on your product labels? Do they have different language and accessibility laws in place? All your work will be for not if you don’t meet local laws.

These points are critical in reaching your target market. You can use a generic marketing message but then you won’t be leveraging your communications.

Live Happily Ever After

Here are the takeaway points:

• Think globally and pick a universally appealing brand value or attitude

• Tweak your message according to cultural nuances and standards

• Avoid generic marketing messages when going international

Article Source: http://EzineArticles.com/7269280

For more on international marketing check out:

Translate Tweets to Explode in the Twitterverse (and make more cash online)

or head back to Toronto Translators

The Difference between Simultaneous Interpreting and Consecutive Interpreting Services

Interpreting comes in two basic forms, simultaneous and consecutive. Both have their strengths and weaknesses. The one you choose is based on the situation in which it will be used but it is also largely personal preference.

Let’s take a look at the difference between simultaneous and consecutive interpreting.

Simultaneous Interpreting

Simultaneous is like the Lamborghini of interpreting. If interpreting was a spaceship, it would be the Millennium Falcon. If it were a couch, it’d be that sweet black leather sectional you saw at the Brick on the weekend. It’s the Big League Chew, Michael Jackson, Coca-Cola, Peanut butter and jelly sandwich of interpreting.
That's right, I referenced Big League Chew
But…I digress.

Simultaneous interpreting involves converting your message into a different language in real-time. A team of interpreters, in special sound booths, hear you speak through headphones and immediately deliver your words in another language to audience members with headsets. This allows you to speak freely and at a natural pace.

Essentially, the process works like this. The speaker will get a few words into his sentence and then the interpreter will start interpreting with a small lag. As the speaker orates, the interpreter listens and speaks at the same time, converting one language into the other.
The amount of mental energy and concentration these interpreters have is, to completely understate it, magnificent. To give you an idea of how mentally taxing simultaneous interpreting is for the interpreters, they generally switch on-and-off every 20 minutes or so.

Consecutive Interpreting

Consecutive interpreting is like the all-terrain-vehicle of interpreting. The setup isn’t nearly as extensive as simultaneous interpreting but it allows for a conversational approach to interpreting.

Consecutive interpreting is as awesome as a Batmobile ATV
Simultaneous interpreting is generally done at conferences when the exchange of information is one-way whereas consecutive interpreting can easily allow two or more people to converse.

Consecutive interpreting has you speaking first, pausing, and then the interpreter interprets. Essentially, your speech or conversation would be divided into chunks, usually by idea, and then delivered by the interpreter.

Which One Should You Choose?

Simultaneous is great for large events and conferences. It allows the speaker to orate naturally, giving a more candid feel to the presentation. With the addition of multiple sound booths, a speech could be interpreted into many different languages to accommodate a highly diverse audience.
Consecutive interpreting is great for business meetings, court hearings, grass roots meetings, and other conversational situations.

visit Able Translations to learn more about Interpreting.

Cost More Important Than Quality, Says the Translation Bureau

I was reading the Benchmarking and Comparative Analysis report which was released by the Translation Bureau and a quote caught my attention:

“With some exceptions such as certified or legal documents, quality is not considered as important to clients as cost”.
The Translation Bureau – Benchmarking and Comparative Analysis (2012)

Before delving into what this quote means to translation businesses, I want to explain the “fast, cheap, good” pricing strategy and how it fits into an overall consumer strategy for buying and a company strategy for pricing. This pricing method has been a mainstay in business for decades. Here is a quick rundown:
Essentially, a customer can pick two of three of these qualities when purchasing a product or service: fast, cheap, good”.

• If you want it fast and cheap, it won’t be good
• If you want it cheap and good, it won’t be fast
• If you want it fast and good, it won’t be cheap

In the market in general, we’re seeing a shift in consumer behavior. In my opinion, quality has become assumed and companies are left to compete on price and speed. This isn’t a problem in highly regulated industries but I think it spells disaster for consumers when purchasing services from industries that aren’t required to adhere to national and international standards.

For the translation industry, this purchasing strategy (cheap>quality) is dangerous. With the high availability of machine translation software, consumers may run the risk of improper translations from companies that choose to neglect quality in favor of price and speed.

In our industry, consumers should focus not on cost, but on return-on-investment. If you follow the news, we’re seeing countries spending exorbitant amounts of money correcting poor translations on public signage. What was cheap is no longer. In other areas, just as an example, a poorly translated website may be less costly initially but errors in translation can lead to fewer conversions in international markets. You may even end up offending someone because of differences in cultural context. Before deciding on a company purely from a cost-perspective, at least ensure they adhere to third-party standards. Price is important but quality translations are critical to your organization in the long run.

To my readers, are you finding this in your industries? What effect do you think this has had on your pricing strategy? I’m interested to know.

For More Information on This subject visit Able Translations atTranslations Toronto