Spin a Global Web
• Sites that are highly relevant to your target audience. For example, a site selling digital cameras would want links from camera review sites, photography magazines and photo software sites.
• Sites with fewer outbound links. The more outbound links there are, the less effective they are for your site. Do not get lost in a list with hundreds of other links. Look for a page that has the fewest outbound links possible.
The best way to get other sites to link to you is to provide quality content. Offering a useful tool for free on your Web site is one good way to generate links.
Optimizing Web sites for search engines requires research in all the markets you are trying to reach, as well as training for the Web and translation teams.
To avoid having your translators undo all your search engine marketing efforts, establish a workflow that allows close collaboration between search engine marketers and translators. Translate your keywords first and check them against search term databases. Once they are finalized, you can distribute it as a glossary to your translators.
Then, once the preliminary translation is finished, set up a quality assurance process during which translators can check to make sure all the title tags, alt tags, and meta tags are properly translated.
A solid search engine marketing strategy takes a great deal of human and financial resources to implement. The last thing you want is to see all that work undone in your international markets.
In the words of German Chancellor Willy Brandt: “If I am selling to you, I speak your language. If I am buying from you, dann müssen Sie in meiner Sprache sprechen.” (Translation: “Then you must speak my language.”)
Huiping Iler is the owner of Wintranslation.com, a professional translation company in Ontario. She has just released a 16-page whitepaper on search engine marketing for multilingual Web sites, which is available on her Web site at www.wintranslation.com