Welcome!

News Feed Item

Merrill Brink News Reviews and Opinion on Aug 6, 2014: The Internet Search Habits of Global Users: Tips for an Effective Multilingual SEO Strategy

NEW YORK, Aug. 6, 2014 /PRNewswire-iReach/ -- Localizing and translating your content are essential for establishing a successful online presence in your target countries, it is also important to understand how local consumers search for content. Just as language and design preferences vary from country to country, consumers in each country have their own Internet search habits. You can ensure that consumers in your target countries will find your content more quickly and easily by accounting for these local practices in your international search engine optimization (SEO) strategy.

Photo - http://photos.prnewswire.com/prnh/20140806/133884

The following are some key points that can serve as a starting point for localizing your SEO efforts.

Search Engine Preferences by Country

As a first step, keep in mind that Google may not be the leading search engine in your target countries. In China, for example, local search engine Baidu has the majority of the market share. Google.cn is in a distant second place. In Russia, Google.ru is second to Yandex, the Russian-language search engine. In South Korea, users prefer local search engine Naver because it includes a great deal of user-generated content in its results, which users tend to trust more than standard websites.1 SEO best practices that apply to Google may also be helpful when optimizing your web pages for these local favorites, but you will also likely to find fundamental differences in sites are ranked and displayed in search results.

Local Keywords

No matter which search engine you create an SEO strategy for, choose keywords that consumers in your target country are actually using. In some cases, the keywords will be direct translations of the terms English-speaking consumers use, but those translations may be entered as search terms less frequently entered than local slang terms. For example, German consumers searching for information about mobile phones use the keyword mobiltelefon (German for mobile phone) much less often than the German slang word Handy.2 When localizing keywords, you may also need to bear in mind that various regions in a country use different names for the same item or concept. In Russia, for example, speakers in Moscow have ways of referring to things that distinguish them from St. Petersburg speakers, who sometimes use words not commonplace in other regions, and so on.3

How Consumers Categorize Information

After you've identified the dominant search engines in your target markets and the specific terms used by local consumers to refer to products and services similar to yours, consider researching how these consumers categorize information. For example, you will find differences between Eastern and Western cultures in the way that people talk about and search for items. Western cultures tend to emphasize an item's function when categorizing it, while people in Eastern cultures are more inclined to group items by theme. Studies have found that Americans are more comfortable shopping in stores where items are grouped by their purpose (e.g., furniture, cleaning supplies), but Chinese consumers have an easier time finding items when they are grouped in a more holistic or relational way (e.g., kitchen, bedroom).4 To help your site appear in search results for a broader range of consumers, determine the categories into which consumers place your products and services, and then use those categories as additional keywords in your SEO efforts.

Although this article provides only a brief overview of how Internet search habits differ around the world, it illustrates how important it is to understand local practices as a key part of your online localization strategy. It also underscores the necessity of going beyond translation and truly customizing your content to reflect local ways in which international users find and categorize information online. You can make your local SEO efforts more effective and improve your page rankings by working with a translation service provider that has native speakers who have experience using the Internet in your target countries.

References

1 Anne Kennedy and Kristján Már Hauksson, Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results, Indianapolis: Que Publishing, 2012.

2 Ibid.

3 Ibid.

4 Pei-Luen Patrick Rau, Tom Plocher, and Yee-Yin Choong, Cross-Cultural Design for IT Products and Services, New York: CRC Press, 2013, pg. 14.

Full article: http://www.merrillbrink.com/what-you-need-to-know-when-forming-your-SEO-strategy-across-countries-08042014.htm 

About Merrill Brink International

Merrill Brink International (www.merrillbrink.com) is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localization, desktop publishing and globalization services.

Merrill Brink is recognized in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO/IEC 27001:2005 and ISO 13485:2003, and compliant to EN 15038:2006 and ISO 14971:2007.Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation. 

Media Contact: Vanessa Lontoc, Merrill Brink International, 212-229-6532, [email protected]

News distributed by PR Newswire iReach: https://ireach.prnewswire.com

 

SOURCE Merrill Brink International

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Sanjeev Sharma Joins November 11-13, 2018 @DevOpsSummit at @CloudEXPO New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
SYS-CON Events announced today that IoT Global Network has been named “Media Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. The IoT Global Network is a platform where you can connect with industry experts and network across the IoT community to build the successful IoT business of the future.
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
Evan Kirstel is an internationally recognized thought leader and social media influencer in IoT (#1 in 2017), Cloud, Data Security (2016), Health Tech (#9 in 2017), Digital Health (#6 in 2016), B2B Marketing (#5 in 2015), AI, Smart Home, Digital (2017), IIoT (#1 in 2017) and Telecom/Wireless/5G. His connections are a "Who's Who" in these technologies, He is in the top 10 most mentioned/re-tweeted by CMOs and CIOs (2016) and have been recently named 5th most influential B2B marketeer in the US. H...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
Enterprises are universally struggling to understand where the new tools and methodologies of DevOps fit into their organizations, and are universally making the same mistakes. These mistakes are not unavoidable, and in fact, avoiding them gifts an organization with sustained competitive advantage, just like it did for Japanese Manufacturing Post WWII.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...