Pangeanic has invested heavily in worldwide SEO and multilingual SEO services for its translation services. SEO activities for first-page SERP are core activities for the company. Over 14% of Pangeanic’s revenue is directly derived from internet inquiries and inbound marketing as a result of niche keyword ranking in English, Spanish, Japanese, Russian, Chinese and other languages. The company has invested heavily in website development, multilingual publishing, website translation and localization.
We work with specialists in quality positioning both in-house and external consultants, focusing on quality publications, never black-hat techniques. Our partners in SEO content consulting, inbound marketing, campaign strategy, ranking, etc., are CONNEXT and MasMedios (known in the US as TheLineBtween, New York). We meet monthly with CONNEXT to monitor the best strategies, from benchmarking the competition to niche keyword and website management. MasMedios/TheLineBtween provide SEO-focused website design for multilingual websites and website translation services.
We also monitor behaviour of our clients’ keywords using the best SEO tools: Moz and SemRush, Ahrefs, and of course Google Analytics. A clever combination of the best reporting of each tool, traffic, keyword monitor, and related publications provide weekly reports.
We believe, however, that no tool is sufficient in itself to provide perfect measurement of all of a company’s efforts, keyword behavior and traffic. Each one has strong and weak points. Google, for example, monitors very well all traffic directed to it via its search engine and by people using Chrome, but provides little data when users browse in incognito mode or simply use alternative browsers. Moreover, its vast amount of data may not easy to understand by the uninitiated. Tracking keyword behavior is also not one of the specialisms of Analytics. Therefore, our initial strategy focused in obtaining three different types of metrics in order to have a large picture. Ahrefs and SemRush are converging in the number of features they offer so only one will be necessary in the future. Moz is one of Google’s favourite metrics, so it is a high authority in the field.
Process for Multilingual SEO
Having articles as source language content is a good start. We will anaylize an initial list of keywords derived from your content and also see if it your content can be improved and enriched with searched terms.
These are some of our basic steps in order to perform a global action Multilingual SEO Services (it also applies it for its own global MSEO in Chinese, Japanese, Spanish and in German and in French).
- Ensure that the keywords provided actually appear in the source content. We will check this. It may be the case that keywords summarize the content, but are not explicitly mentioned in the content. If keywords are not mentioned in the content to be translated, we contact the client.Although Google is moving towards a search algorithm that understands what we are searching rather than simply relaying on keyword density, and therefore it may semantically link concepts (like Translation Company and Translation Agency) and analyze the content, using the right keywords and a variety of them will still ensure best results even after Panda updates.Pangeanic will not just offer a direct translation of a keyword. Looking at the context in which the keyword(s) appear, we will provide a suggestion of
a) the most popular keywords in the target language which are the nearest to the keyword proposed
b) similar keywords that we suggest be used in the text in order to enrich content.We will use Google Trends to narrow down keywords for a particular region or language.
- If keywords are to be translated in isolation (before the content has been written as they will serve to build content around them), we refer to either Semrush/Ahrefs or Moz’s keyword suggestions tools and obtain similar keywords first in the source language. These tools also provide CPC and traffic information. They are very useful to discard too general keywords, low value keywords or simply keywords that are too wide.In the particular case of China, we provide content cover for our Chinese partners, we use Baidu’s tool.This step is what we call “1st draft keywords”. These translated keywords are then input in Google’s keyword tool (as if running a local AdWords campaign per language). We obtain a large listing of suggestions not only on the directly translated keywords but also on similar ones. We discard unuseful keywords (the ones that may contain very vague searches). For example, in our case we discard the keywords like “free translation”, “online translation”, “German services”, “French” or simply “translation” as they refer to activities that are too wide or not looking for potential users of our translation services.In the case of some our clients below, we discard “free holidays” or “cheap XXX” as clients only want to be linked to quality experiences and quality items – they are not looking for customer in the lower end of the market. In these cases, we work keywords like “economical” or “discount” and then appear as a more quality-conscious, higher alternative to searches containing “cheap”.
- Sometimes clients do not require a whole list of keywords but simply a few. In these case, it is more economical and efficient to use Google Keywords and Trends directly with a 1st draft direct translation and then work the alternatives as suggested by the tool. In any case, the CPC has to be checked with any of the professional tools in order to ensure it makes sense to have the keyword(s) suggestions. (See 5 below).
- Sometimes, the keywords refer to product names. The process is more simple in these cases as people search for the brand name and a general term. The process is then a lot more direct. The keyword translation of “My product version 2 Christmas 2015” would really only need one term translated. However, we would still look at 2014 and 2013 trends and verify that there were no alternatives incorporating words like “new”, “better” etc.It is always worthy spending some time researching general positive keywords like “best family camera”, “top wearable XX”, etc. Again, although these keywords may not be the main focus keyword, they will certainly help copywriters to enrich the content and certainly help with rankings.
- We then use this translated information and refer to Google Trends to ensure the collection of alternatives are actually meaningful in the target countries/languages.In the case of low traffic keywords, we verify their CPC (cost per click). We use SemRush for this. A high CPC with low traffic means very high conversions.
This is only a summary of Pangeanic’s strategy for search engine optimization (SEO) for a target market. Approaches may be different according to the target market, but essentially they are a mixture of translation services, quality content for inbound marketing, linking, etc. Our sales department will be happy to help you if you are considering these services to expand the reach of your website by using languages