Global search optimization Managing multilingual search keywords. Kara Warburton, Termologic

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1 Global search optimization Managing multilingual search keywords Kara Warburton, Termologic

2 Search Engine Optimization (SEO) Increase traffic to a website by improving the site's visibility, or "rank," in search engines Goal is to appear on the first page of search results The precise methods used by search engines for ranking websites are unknown and differ from one SE to another Termologic All rights reserved. 2

3 Search keywords The word(s) entered into the search field by the person looking for information The keyword needs to exist on the website for successful retrieval The frequency and location of the keyword on the website also affect ranking Termologic All rights reserved. 3

4 Keyword challenges There is no standard for keywords People use different keywords to search for the same thing (synonymy cell phone / mobile phone / smart phone) People use the same keywords to search for different things (polysemy) cell (prison, phone, cancer, battery, Steven King novel...) Termologic All rights reserved. 4

5 Keyword challenges Too broad the keyword s meaning extends beyond your web site. Many hits. People using this keyword will not find your site easily. Too narrow. Fewer hits, more specific. But less frequently used by people. Termologic All rights reserved. 5

6 Keyword challenges Regional and cultural differences torch vs flashlight lorry vs truck tube vs MTR vs subway... flat vs apartment Termologic All rights reserved. 6

7 Keyword challenges ACRONYMS! Extremely ambiguous Rarely good keywords Termologic All rights reserved. 7

8 Synsets A fundamental framework for managing keywords in multiple languages Keywords cannot simply be translated Market factors must be taken into consideration Termologic All rights reserved. 8

9 Managing keywords Identify the most effective keywords Put them in the right places on the web site Train translators to use them properly Store them in a special termbase made available in the CAT tool SEO-optimized keywords in target languages must be developed before the site is translated Termologic All rights reserved. 9

10 Title element Headings (H1, H2, H3) Placing keywords Italics, bold, underlined content IMG ALT descriptions As part of the normal text Mark them explicitly so that they are identified as special information carriers Termologic All rights reserved. 10

11 Keyword Effectiveness Index (KEI) volume of searches* per day 2 number of competing pages (hits) value greater than 1 is ideal but often difficult values lower than 1 can still be good keywords * you can get this Termologic data from: adwords.google.com/keywordplanner All rights reserved. 11

12 A keyword database Should be integrated into authoring and translation environments Distinguish between keywords and ordinary terms Termologic All rights reserved. 12

13 Fields A combination of terminology fields and keyword fields Terminology: subject field, part of speech, term type, definition, etc. Keyword: KEI, volume, competition, ranking, etc. Termologic All rights reserved. 13

14 The concept: an underground transportation system Termologic All rights reserved. 14

15 Montreal Termologic All rights reserved. 15

16 Hong Kong Termologic All rights reserved. 16

17 London Termologic All rights reserved. 17

18 Toronto Termologic All rights reserved. 18

19 Conclusion search keywords are a form of terminology that require special management procedures and metadata develop keywords before you translate your web sites test keywords in the appropriate locales Termologic All rights reserved. 19