Successfully Localizing International SEO Content
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
24 min
3 speakers
4 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is international SEO localization and why is it more than just translation?
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be ride stats. Welcome to the Voices of Search Podcast and I Hear Everything production. In this podcast, we'll share the news, knowledge, and strategies you need to navigate the ever-changing world of SEO. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello SEOs, my name is Jordan Cooney from Previsible. And this week, we're going to discuss mastering international and topical authority in SEO. Joining me is Tony Pataki, who is a director of SEO in marketing performance at ProCore Technologies, which provides cloud-based construction software to clients across the globe. Today, Tony and I are going to discuss successfully localizing international SEO content. Okay, here's my conversation with Tony Pataki, the director of SEO and marketing performance at Procore Technologies. So before we get into the meat and potatoes of this topic, I'd like to understand what you mean by localizing international SEO content. How should our listeners generally think about this this topic?
Yeah, as a company grows globally, you know, all SEOs are thinking about okay, well now what's the best way of actually getting your content not just to rank in different countries, but to also perform well, right? And I think that there's like two parts to that. as SEO professionals, our goal is not just to generate traffic. Our goal is to generate the right type of traffic, but also making sure that that traffic has a good experience. So localizing content is not so much just getting the content. ready or into the optimal space, but also localizing the the full experience of depending on the different cultures and countries you're you're targeting.
Crazy. And when you think about this, you know, from a a software perspective, this probably goes beyond just content planning. Right. Like when we talk about content planning, it's like, you know, the data around keywords and topics and then selecting them and then getting them into a calendar and writing content. It's beyond that. It sounds like when you talk about experience, it's much, much deeper than that. And and tell us more about what that really should entail and mean to our listeners.
Yeah, I think a lot of people when they first kind of approach globalization or doing international SEO, like the first thing that they're gonna be thinking of, like I'm gonna take this content, translate it, get it published, and there, I'm done. And that's generally the not the ideal way of going about it. There's a lot of pitfalls, especially in the long term with that type of things, but even in the short term. When looking at your content, especially if you have educational content, right? 'Cause a lot of SaaS companies in general, you're gonna have a lot of educational content where you're where you're trying to help the users and guide them in their educational journey. So when it comes to localization, it's not so much just translating the words, right?
Like if you're looking at US versus UK and changing the Z to S's and O's, O U's and that kinda It's making sure that the content is actually connecting with the user. And what I mean by this is that in you know, let's just say here's a quick example of the US, you write you write a content piece and let's just say you're talking about OSHA, or you're talking about the US government, or you're giving examples of companies going through some struggles.
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Chapters
4 chapters
1
What is international SEO localization and why is it more than just translation?
0:00–8:34
2
How should marketers think about the full user experience when localizing content?
8:34–9:59
3
Why does simply translating content lead to pitfalls for global SEO?
9:59–19:13
4
Where do you start when launching a localization effort for an existing English site?
19:13–23:51