|By PR Newswire||
|August 6, 2014 11:29 AM EDT||
NEW YORK, Aug. 6, 2014 /PRNewswire-iReach/ -- Localizing and translating your content are essential for establishing a successful online presence in your target countries, it is also important to understand how local consumers search for content. Just as language and design preferences vary from country to country, consumers in each country have their own Internet search habits. You can ensure that consumers in your target countries will find your content more quickly and easily by accounting for these local practices in your international search engine optimization (SEO) strategy.
The following are some key points that can serve as a starting point for localizing your SEO efforts.
Search Engine Preferences by Country
As a first step, keep in mind that Google may not be the leading search engine in your target countries. In China, for example, local search engine Baidu has the majority of the market share. Google.cn is in a distant second place. In Russia, Google.ru is second to Yandex, the Russian-language search engine. In South Korea, users prefer local search engine Naver because it includes a great deal of user-generated content in its results, which users tend to trust more than standard websites.1 SEO best practices that apply to Google may also be helpful when optimizing your web pages for these local favorites, but you will also likely to find fundamental differences in sites are ranked and displayed in search results.
No matter which search engine you create an SEO strategy for, choose keywords that consumers in your target country are actually using. In some cases, the keywords will be direct translations of the terms English-speaking consumers use, but those translations may be entered as search terms less frequently entered than local slang terms. For example, German consumers searching for information about mobile phones use the keyword mobiltelefon (German for mobile phone) much less often than the German slang word Handy.2 When localizing keywords, you may also need to bear in mind that various regions in a country use different names for the same item or concept. In Russia, for example, speakers in Moscow have ways of referring to things that distinguish them from St. Petersburg speakers, who sometimes use words not commonplace in other regions, and so on.3
How Consumers Categorize Information
After you've identified the dominant search engines in your target markets and the specific terms used by local consumers to refer to products and services similar to yours, consider researching how these consumers categorize information. For example, you will find differences between Eastern and Western cultures in the way that people talk about and search for items. Western cultures tend to emphasize an item's function when categorizing it, while people in Eastern cultures are more inclined to group items by theme. Studies have found that Americans are more comfortable shopping in stores where items are grouped by their purpose (e.g., furniture, cleaning supplies), but Chinese consumers have an easier time finding items when they are grouped in a more holistic or relational way (e.g., kitchen, bedroom).4 To help your site appear in search results for a broader range of consumers, determine the categories into which consumers place your products and services, and then use those categories as additional keywords in your SEO efforts.
Although this article provides only a brief overview of how Internet search habits differ around the world, it illustrates how important it is to understand local practices as a key part of your online localization strategy. It also underscores the necessity of going beyond translation and truly customizing your content to reflect local ways in which international users find and categorize information online. You can make your local SEO efforts more effective and improve your page rankings by working with a translation service provider that has native speakers who have experience using the Internet in your target countries.
1 Anne Kennedy and Kristján Már Hauksson, Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results, Indianapolis: Que Publishing, 2012.
4 Pei-Luen Patrick Rau, Tom Plocher, and Yee-Yin Choong, Cross-Cultural Design for IT Products and Services, New York: CRC Press, 2013, pg. 14.
About Merrill Brink International
Merrill Brink International (www.merrillbrink.com) is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localization, desktop publishing and globalization services.
Merrill Brink is recognized in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO/IEC 27001:2005 and ISO 13485:2003, and compliant to EN 15038:2006 and ISO 14971:2007.Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation.
Media Contact: Vanessa Lontoc, Merrill Brink International, 212-229-6532, [email protected]
News distributed by PR Newswire iReach: https://ireach.prnewswire.com
SOURCE Merrill Brink International
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happe...
May. 30, 2015 03:00 AM EDT Reads: 5,789
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective ...
May. 30, 2015 02:00 AM EDT Reads: 6,187
Collecting data in the field and configuring multitudes of unique devices is a time-consuming, labor-intensive process that can stretch IT resources. Horan & Bird [H&B], Australia’s fifth-largest Solar Panel Installer, wanted to automate sensor data collection and monitoring from its solar panels and integrate the data with its business and marketing systems. After data was collected and structured, two major areas needed to be addressed: improving developer workflows and extending access to a b...
May. 30, 2015 01:00 AM EDT Reads: 2,007
When an enterprise builds a hybrid IaaS cloud connecting its data center to one or more public clouds, security is often a major topic along with the other challenges involved. Security is closely intertwined with the networking choices made for the hybrid cloud. Traditional networking approaches for building a hybrid cloud try to kludge together the enterprise infrastructure with the public cloud. Consequently this approach requires risky, deep "surgery" including changes to firewalls, subnets...
May. 30, 2015 12:00 AM EDT Reads: 4,257
Move from reactive to proactive cloud management in a heterogeneous cloud infrastructure. In his session at 16th Cloud Expo, Manoj Khabe, Innovative Solution-Focused Transformation Leader at Vicom Computer Services, Inc., will show how to replace a help desk-centric approach with an ITIL-based service model and service-centric CMDB that’s tightly integrated with an event and incident management platform. Learn how to expand the scope of operations management to service management. He will al...
May. 29, 2015 11:45 PM EDT Reads: 1,497
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust...
May. 29, 2015 11:15 PM EDT Reads: 1,022
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impac...
May. 29, 2015 09:00 PM EDT Reads: 4,993
2015 predictions circa 1970: houses anticipate our needs and adapt, city infrastructure is citizen and situation aware, office buildings identify and preprocess you. Today smart buildings have no such collective conscience, no shared set of fundamental services to identify, predict and synchronize around us. LiveSpace and M2Mi are changing that. LiveSpace Smart Environment devices deliver over the M2Mi IoT Platform real time presence, awareness and intent analytics as a service to local connecte...
May. 29, 2015 04:27 PM EDT Reads: 520
High-performing enterprise Software Quality Assurance (SQA) teams validate systems that are ready for use - getting most actively involved as components integrate and form complete systems. These teams catch and report on defects, making sure the customer gets the best software possible. SQA teams have leveraged automation and virtualization to execute more thorough testing in less time - bringing Dev and Ops together, ensuring production readiness. Does the emergence of DevOps mean the end of E...
May. 29, 2015 04:00 PM EDT Reads: 5,319
Amazon and Google have built software-defined data centers (SDDCs) that deliver massively scalable services with great efficiency. Yet, building SDDCs has proven to be a near impossibility for companies without hyper-scale resources. In his session at 15th Cloud Expo, David Cauthron, CTO and Founder of NIMBOXX, highlighted how a mid-sized manufacturer of global industrial equipment bridged the gap from virtualization to software-defined services, streamlining operations and costs while connect...
May. 29, 2015 04:00 PM EDT Reads: 3,366
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
May. 29, 2015 03:45 PM EDT Reads: 871
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, ...
May. 29, 2015 03:45 PM EDT Reads: 4,811
paradigm shifts in networking, to cloud and licensure, and all the Internet of Things in between. In 2014 automation was the name of the game. In his session at DevOps Summit, Matthew Joyce, a Sales Engineer at Big Switch, will discuss why in 2015 it’s complexity reduction. Matthew Joyce, a sales engineer at Big Switch, is helping push networking into the 21st century. He is also a hacker at NYC Resistor. Previously he worked at NASA Ames Research Center with the Nebula Project (where OpenSta...
May. 29, 2015 03:21 PM EDT Reads: 561
The term culture has had a polarizing effect among DevOps supporters. Some propose that culture change is critical for success with DevOps, but are remiss to define culture. Some talk about a DevOps culture but then reference activities that could lead to culture change and there are those that talk about culture change as a set of behaviors that need to be adopted by those in IT. There is no question that businesses successful in adopting a DevOps mindset have seen departmental culture change, ...
May. 29, 2015 03:00 PM EDT Reads: 4,945
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists will address the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affec...
May. 29, 2015 03:00 PM EDT Reads: 1,507