It’s been a few months since I’ve blogged about international SEO, and as it turns out, I have a few things to say.
First of all, I assume it’s already on your to-do list, and that you don’t need to be convinced how important it is to think about search in terms of a global audience. It’s like, a few years ago, we talked about the importance of adding social media to your marketing mix. Before that, it was the importance of having an online presence. Before that, it was the importance of electricity and before that, the importance of outrunning low-flying pterodactyls. There will always be some new concept that needs to be taken seriously, and at some point, it becomes just plain sense.
Today that concept is International SEO. Continue reading »
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. Continue reading »
I try not to talk about Lionbridge projects in this blog because that might be boring for you and a bit self-serving for us. But today I’m making an exception because we recently published a case study about Global Search Marketing that I think you’ll find pretty interesting. It’s all about how our teams localized 100,000 search terms for one of the world’s leading online travel agencies. Continue reading »
International SEO (Search Engine Optimization) is a big deal to global companies, which of course means most companies in the Travel and Hospitality industry.
You want your U.S.-based travel agency to reach more travelers coming from France, or you’re falling short of the reservation goals for your Southeast Asia hotel properties, or you can’t figure out why your competitors in Russia are getting all the attention. You’re not alone! But rest assured, these types of concerns can often be addressed – and sometimes resolved – by taking a good look at your International SEO strategy.
For those of you who haven’t spent time in what I think of as the Fascinating World of Search Visibility, here’s the gist of it: a website’s potential audience is made up of people located in countries around the world, speaking different languages and using different web browsers. And although it’s not difficult to publish a website, it’s a completely different story when it comes to reaching that website’s intended global audience.