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.