Do you struggle with running a successful search campaign (I’m talking about SEO here) in each of your global markets? If so, you’re not alone. And in most cases, I’m willing to bet the reason isn’t because you haven’t done the work on the site itself – you know, adding page-specific meta tags, choosing the right URLs, and implementing on-page optimization techniques. And I’m also willing to bet it’s not because you’re ignoring website KPIs like conversion rates. I’m betting it’s more likely because you have an incomplete global keyword strategy – one that doesn’t include a translation component reflective of your global markets.
Believe me, this is the most common dilemma we run across with companies who are working really hard on their global SEO campaigns, but have been frustrated with the results. It all comes down to defining the right keyword list. And, as with most strategic things, the key is to approach it in a very methodical, organized way so you don’t forget the more obvious things like product names and categories.
If you’re reading this and thinking, “methodical is not my strong suit,” I recommend you read this blog post from Bill Hunt, one of my all-time favorite search experts: A Minimalist Approach To Global Keyword Expansion & Monitoring (published on SearchEngineLand’s Multinational Search column, August 28, 2012). Bill explains how to approach your source language keywords, which leads really easily into defining keyword lists for the rest of your language markets. He also provides links to some other great articles that offer additional wisdom on keyword translation strategies.
While you’re there, I also recommend you scroll through the list of other articles Bill has written. He has many “how-to” and “best practices” articles, ranging from insights into Google and Baidu, to localization strategies. Enjoy!