5 Steps to Global Search Engine Marketing (SEM) Success

Transcription

1 5 Steps to Global Search Engine Marketing (SEM) Success

2 5 Steps to Global Search Engine Marketing (SEM) Success Copyright Globalization Partners International. All rights reserved. This ebook was authored and produced by Globalization Partners International (GPI). The information provided in this ebook is a combination of curated and contributed content from various sources including: GPI Global Bloggers Company Information US Headquarters Washington, D.C Towers Crescent Drive, Suite 1350, Vienna, Virginia Phone: Toll Free: Global Fax: info@globalizationpartners.com MENA Headquarters Dubai, United Arab Emirates Dubai Media City, Business Centre 2 Building 8, Office Number 71 P.O. Box , Dubai, UAE Phone: info@globalizationpartners.com Translation Services Document Translation Multilingual Desktop Publishing Audio/Video Translation Software Translation Website Translation Software and Website Testing Global Search Engine Marketing Mobile Application Translation ecommerce Localization ebook Translation Multilingual Website Design, Development and Deployment Page II Copyright Globalization Partners International

3 Table of Contents Introduction 1 Questions About Your SEO Project 3 Global Search Engine Marketing (SEM) Services Process 4 Initial Analysis and Keywords Research 6 New Content Suggestions 7 On Site SEO Development/Modification 8 Analytics Revision - Reports 9 Basic SEA Tasks 10 Resources 11 Copyright Globalization Partners International Page III

4 5 Steps to Global Search Engine Marketing (SEM) Success Introduction Globalization Partners International (GPI) provides one of the most comprehensive website globalization offerings in the marketplace. Offering much more than just translation, GPI can perform complete website cultural correctness assessments, cultural customization reports, in-country consumer web testing, and locale-specific Search Engine Marketing (SEM), Search Engine Optimization (SEO) and/or Search Engine Advertising (SEA). GPI will make sure your new target language websites are well received and well recieved by your audiences around the globe. We highly recommend that as part of any new website design and development project, and/or as part of a website globalization project, you perform initial and ongoing SEM. This should include both organic SEO and SEA such as Pay-Per-Click (PPC), paid inclusions or contextual advertising. Whether you have an SEM Agency or in-house team providing English SEM services, GPI s Global SEM services will help you achieve better visibility in country-specific search engines, which will lead to increased traffic and ROI with your target language version websites. Search Engine Marketing services may include: Comprehensive website translation and localization Multilingual keyword phrase research, refinement and localization Multilingual SEO and copy writing of main site content Multilingual SEO of meta tags, titles, alt tags, header tags, HTML, etc. Submissions to major locale (in-country) and international search engines Website traffic and keywords ranking reporting PPC campaign content localization PPC country-specific campaign management Page 1 Copyright Globalization Partners International

5 All projects are assigned a Globalization Services Team (GST) consisting of a project manager, base translators and copywriters, proofreaders, localization engineers and desktop publishers. Your GST will utilize our Globalization Project Management Suite (GPMS) and award-winning Translation Portal to help manage: 1. Quality assurance (QA) 2. Status reporting 3. Project schedules 4. Budget tracking 5. Management of all global resources 6. Project archiving and Translation Memory management To learn more about GPI s Translation Services Portal, please visit: You can register and use the portal for free including its budget builder, quick quote calculator and a library of useful global business links. Globalization Project Management Suite and Translation Portal Copyright Globalization Partners International Page 2

6 5 Steps to Global Search Engine Marketing (SEM) Success Questions About Your SEO Project To get started with your SEO project, your GPI team will have a few questions for you about your project. Translation Questions: 1. Can you give us a brief description of your SEO goals? 2. Is your English site search engine optimized? 3. Do you have a list of keywords for your content? 4. Do you use an agency or perform SEM/SEO in house? 5. Do you perform SEO to enhance your site's visibility organically? 6. Do you perform any form of SEM such as paid inclusions, PPC or other advertising? 7. Do you have any social media initiatives underway, e.g., blogs, Twitter, other? 8. How long has the website been live in its current form/design? 9. What platform and content management system are used for your website? 10. In what ways and how often is website content added and updated? By whom? 11. Can you describe the target market and industries you are pursuing? 12. Can you describe the target audience? 13. Can you list the top keyword concepts that are most representative of the target product or service offering? 14. Are specific countries or locales targeted? 15. Do you currently use any traffic analytics tools or web statistics? 16. What action do you want visitors to take on your website? 17. Do you have a SEM budget? Page 3 Copyright Globalization Partners International

7 Global Search Engine Marketing (SEM) Services Process According to global website deployment best practices, the SEM services process should include approximately 5 steps. This workflow adheres to translation industry best practices and can be customized to fit your workflow needs. Each step in the website translation process involves: 1. Select Team Members 2. Tasks 3. Quality Assurance Procedures Each of the following 5 Steps includes a combination of 1-3 as detailed in the following pages/steps. GPI will utilize Translation Memory technology to store all completed translation source and target language content to ensure consistency and cost savings across projects. Translation Memory is a tool that stores all translations including source and target languages to ensure consistency and cost savings from project to project. To learn more about Translation Memory tools please see: Guide to Translation Memory (TM) and What is a Translation Memory (TM)? Copyright Globalization Partners International Page 4

8 5 Steps to Global Search Engine Marketing (SEM) Success Initial Analysis and Keywords Research Analytics Revision - Reports New Content Suggestions Basic SEA Tasks On Site SEO Development/ Modification Page 5 Copyright Globalization Partners International

9 Initial Analysis and Keywords Research 01 Basic SEO Tasks (provided per locale or country) Review current SEM strategies/tactics Understand your strategy and tactics to develop a customized SEO campaign in order to obtain the required results. Conduct site analysis Initial site analysis to determine the changes to implement/suggest. Create incoming links List of incoming links. Generate link popularity report (in major locale popular search engines) This report will show your website presence in main search engines (Google, Yahoo, Bing or locale specific). Generate major directories presence (Yahoo, DMOZ, etc) Report to check the presence of your company in major directories. Analyze competitors Analysis of main competitors websites to check how we can improve your website results. Generate initial keyword position report Initial report to check the position of your company in Search Engine Results Page (SERP) with the keywords provided. Conduct in market keyword research (WordTracker, Google Keyword tool) 9 9 Research terms (phrases) entered by users into search engines when searching. Copyright Globalization Partners International Page 6

10 5 Steps to Global Search Engine Marketing (SEM) Success New Content Suggestions 02 Basic SEO Tasks (provided per locale or country) Analyze and recommend new content In order to ensure your content is optimized for search engines, GPI will review source content and recommend changes to the original content (if necessary). Analyze keyword density Report to check the density of targeted keywords on specific pages. Create SEO optimized landing pages Creation of optimized landing page to feature specific keywords or phrases for indexing by search engines. Create SEO optimized Meta tag (title, description and keywords) 9 9 Creation of SEO optimized Meta tags based on the content provided by you. Suggest alternative optimized content (Meta data) for localized sites. Page 7 Copyright Globalization Partners International

11 On Site SEO Development/Modification 03 Basic SEO Tasks (provided per locale or country) Review internal link building Analysis of the internal linking structure. When appropriate, GPI will suggest changes in order to clarify the internal link structure of your website. Modify title Title Meta tag content review and modification. Modify keyword tag Keyword Meta tag content review and modification. Modify description tag Description Meta tag content review and modification. Modify image alt tag Image alt attribute review and modification. Modify link alt tag Link alt attribute review and modification. Create robots.txt Creation of robots.txt file allows you to specify what pages you want to include or exclude from the search engine. Create sitemap (Google and standard website sitemap) 9 9 This file provides information to the search engine to crawl your website more effectively. Includes information like priority of crawling, last modified date and change frequency. Copyright Globalization Partners International Page 8

12 5 Steps to Global Search Engine Marketing (SEM) Success Analytics Revision - Reports 04 Basic SEO Tasks (provided per locale or country) Google Analytics account creation and instructions 9 9 Google Analytics account creation to track results of your website. Page 9 Copyright Globalization Partners International

13 Basic SEA Tasks 05 Basic SEO Tasks (provided per locale or country) Localize PPC campaign content Keyword research in target language. Multilingual PPC ads creation. Create/manage PPC country-specific campaign Continuous revision of PPC campaign to improve performance. Refine and test creative ads and keywords. Copyright Globalization Partners International Page 10

14 5 Steps to Global Search Engine Marketing (SEM) Success Resources To learn more about languages, translation processes and services, please visit GPI s Globalization Resources ebook Library at: link here. Please click below to download other ebooks in GPI s informative Steps to Success series. Page 11 Copyright Globalization Partners International