Global search optimization Managing multilingual search keywords Kara Warburton, Termologic
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Search Engine Optimization (SEO) • Increase traffic to a website by improving the site's visibility, or "rank," in search engines • Goal is to appear on the first page of search results • The precise methods used by search engines for ranking websites are unknown and differ from one SE to another © Termologic 2015. All rights reserved.
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Search keywords • The word(s) entered into the search field by the person looking for information • The keyword needs to exist on the website for successful retrieval • The frequency and location of the keyword on the website also affect ranking © Termologic 2015. All rights reserved.
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Keyword challenges • There is no standard for keywords • People use different keywords to search for the same thing (synonymy – cell phone / mobile phone / smart phone) • People use the same keywords to search for different things (polysemy) – cell (prison, phone, cancer, battery, Steven King novel...) © Termologic 2015. All rights reserved.
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Keyword challenges • Too broad – the keyword’s meaning extends beyond your web site. Many hits. People using this keyword will not find your site easily. • Too narrow. Fewer hits, more specific. But less frequently used by people.
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Keyword challenges • Regional and cultural differences – torch vs flashlight – lorry vs truck – tube vs MTR vs subway... – flat vs apartment
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Keyword challenges • ACRONYMS! • Extremely ambiguous • Rarely good keywords
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Synsets • A fundamental framework for managing keywords in multiple languages • Keywords cannot simply be “translated” • Market factors must be taken into consideration
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Managing keywords • • • •
Identify the most effective keywords Put them in the right places on the web site Train translators to use them properly Store them in a special termbase made available in the CAT tool • SEO-optimized keywords in target languages must be developed before the site is translated © Termologic 2015. All rights reserved.
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Placing keywords • Title element • Headings (H1, H2, H3) • Italics, bold, underlined content • IMG ALT descriptions • As part of the normal text Mark them explicitly so that they are identified as “special information carriers” © Termologic 2015. All rights reserved.
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Keyword Effectiveness Index (KEI) volume of searches* per day 2 number of competing pages (hits)
• value greater than 1 is ideal but often difficult • values lower than 1 can still be good keywords * you can get this© Termologic data from: 2015.adwords.google.com/KeywordPlanner All rights reserved.
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A keyword database • Should be integrated into authoring and translation environments • Distinguish between keywords and “ordinary” terms
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Fields • A combination of terminology fields and keyword fields • Terminology: subject field, part of speech, term type, definition, etc. • Keyword: KEI, volume, competition, ranking, etc. © Termologic 2015. All rights reserved.
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The concept: an underground transportation system
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Montreal
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Hong Kong
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London
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Toronto
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Conclusion • search keywords are a form of terminology that require special management procedures and metadata • develop keywords before you translate your web sites • test keywords in the appropriate locales © Termologic 2015. All rights reserved.
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