SEO for Website Translation E-Book

About the book

This book discusses how to integrate SEO (search engine optimization) into the translation and localization process to attract more visitors to the translated website.

If you’re not in the translation industry, you can still learn the basics of content SEO, how to perform keyword research, and what to do with the keyword data.

About the author

I’m Jennifer Prüfer, an SEO consultant based in New York City. At my current position, I consult for a Fortune 100 telecommunications client, working on both content and e-commerce sections of their website. Prior to this position, I was an SEO manager at another media agency, working on Procter and Gamble brands and Jaguar Land Rover. Before getting into SEO, I did vendor management and project management within the translation and localization industry in Madrid and Barcelona. I obtained my bachelors degree with a dual-major: economics and international relations.

Testimonials

“I found [the book] easy to understand and I really like the fact that you had examples and not only a general explanation about SEO. I found a very useful book to understand SEO in a simple and direct way.”


– Gislene Kucker Arantes, translator English and Dutch to Brazilian Portuguese

“Jenn combines her knowledge of multiple languages and in-depth enterprise SEO experience to provide you with unparalleled information on how to best translate and optimize your web content.”


– Tom Whittam, SEO Consultant, Ayima

“An excellent introduction to SEO from Ms Prufer. Not just for those that are multilingual, but a thoroughly recommended read for anyone that has interest in how to increase website visits from search engines.”


– Dhanesh Shelat, Organic Search Manager, NY

Table of Contents

CHAPTER 1. INTRODUCTION
1.1 WHY AM I WRITING THIS BOOK?
1.2 WHO WILL BENEFIT FROM THIS BOOK?

CHAPTER 2. SEO BASICS
2.1 WHAT IS SEO?
2.2 WHY IS SEO IMPORTANT
2.3 HOW DOES SEO WORK?
2.4 SHOULD YOU WORRY ABOUT INTERNATIONAL SEARCH ENGINES?

CHAPTER 3. ON-PAGE SEO ELEMENTS
3.1 HOW DOES GOOGLE UNDERSTAND THE CONTENT OF A WEBPAGE?
3.2 HOW SHOULD YOU PERFORM KEYWORD RESEARCH?
3.3 WHAT ON-PAGE ELEMENTS ARE IMPORTANT FOR SEO?

COMMENTARY

Excerpt

SEO For Web Translation Book Preview [PDF]

Chapter 1. Introduction

1.1 Why am I writing this book?

Because it doesn’t exist! I was surprised to find hardly any resources on how to integrate web translation and search engine optimization (SEO). Most translation agencies claim that they can deliver search engine optimized translations, but they do not make their methods and processes transparent, leading me to doubt their capabilities. Any published article that I’ve seen related to the subject just rehashes what everyone else says: not to use automated translations, and to perform keyword research.

Because of the lack of literature on website localization, I thought that I should use the knowledge I’ve acquired from working in both the translation and digital marketing industries to create a practical SEO guide for translators, end clients, and everyone else in the translation industry, including account managers, project managers, and engineers.

An introduction of SEO is included for those who are not familiar with the subject matter, but a comprehensive explanation of all aspects of SEO would drastically enlarge the scope of this book. You can find plenty of free online resources that provide excellent information for that; I will provide some links in the commentary at the end of the book. The main focus of this book is content and international SEO directly related to the translation process.

1.2 Who will benefit from this book?

Account managers and salespeople: When speaking with clients, promise search engine optimized website localization with background knowledge and confidence, and charge significantly more for each project.

End client: I personally know salespeople and account managers who promise SEO’d translations to their clients, but know absolutely nothing about search engines nor the digital space. For example, one such manager promised a client the first page of Naver for a certain keyword, and then later came to me, asking for help. I told her that there were no organic (SEO) results outside of the Naver products such as paid ads and Naver Q&A results on the first page. Read this definitive guide to be able to gauge the SEO knowledge of your translators and account managers, and detect BS before signing a contract!

By the way, translating web content with SEO in mind will significantly reduce your company’s budget and turnaround time in comparison to doing blind translations, and then hiring an SEO agency to revise them afterwards.

Everyone in the translation industry and end clients: You can create general SEO guidelines and templates for everyone to follow, but SEO also requires common sense. The more people knowledgeable of SEO involved in the translation process, the higher likelihood of the quality of the optimized website translation.

Translators: Learning SEO would be a great way to distinguish yourself and advance your career, especially since very, very few translators understand how it works. If you translate any public web content, whether related to heavy industry or fashion, you will help your client gain online visibility.

Localization project managers and engineers: How long should the meta title tag be? Should you translate image alt text? This guide goes over HTML and other web elements that are important for SEO.