0:08
Welcome back.
In this lesson we'll cover what we've learned so far.
This includes how to think about dashboards and results,
the localization strategy, working effectively with stakeholders and
what's needed to do content reviews and QA.
You'll learn knowledge of the kinds of reports that you want to share and
will reinforce key principles that we covered earlier.
0:33
One characteristic of great search marketers is that their data driven.
They're looking for data metrics to backup the work they do.
As we summarize in this final lesson,
launch reports related to global work are critical to think about.
Now again, if you're a small staff you may not have time to scale on this.
But if you're able to even pick out a couple key metrics related to,
perhaps on day one or two of a launch, the amount of global indexing that took place,
or whether Fetch as Google was done correctly.
Or whether all sites were crawled within one or two days.
Within week one, you want to be able to show ranking changes if they occur,
especially for new content or new brand or non-brand terms.
You can quickly show the impact of your work by sharing with a few key
stakeholders some select reports where the impact has been most obvious.
And by about month one of a global rollout,
you want to be looking at standard metrics related to visits or
any other conversions that you've seen on your site in order to, again,
justify the value and benefit of doing this localization work.
Another thing that can be helpful at the time of a launch is to have an overall
dashboard that gives an indication of the type of work that was done.
What language was translated?
What is the URL?
What region?
Was there social media updates for that particular area?
Is it done in mobile?
Is there any other criteria that you want to share?
So that you can give a dashboard like this to key executives to give them a sense for
the extent of work that was done and
the countries where you varied the type of deliverables that were included.
Another summary point here is around review and QA.
2:44
So quality assurance of
global work is important especially for titles and meta descriptions.
Those are such key elements for SEO that you need to get those right.
So at the time of a launch to have somebody on the web or
content team checking those is fantastic.
You also ideally have independent linguistic reviewers for target regions.
Now this is going to require an agency.
But we talked about this during the localization workflow.
We also talked about having regional marketing managers sign off on content, or
whoever owns that web content for region should
ultimately be responsible for confirming that it's translated in the correct way.
3:31
In terms of a localization strategy, you do want to improve the consistency of
keyword optimization by having loc assignments by language, not by product.
This enables you to gain economies of scale.
And context for each of those people doing the localization.
It's ideal if your localization vendors work on all of your collateral documents,
white papers, videos beyond search context.
So that they can have full understanding of the type of words,
type of cultural characteristics and the appropriate voice and
tone for your content to convey.
I'd also recommend you make a long term investment in these localization vendors.
Ideally you can work with those that have a lot of experience but
more importantly that they remain loyal to the work that you do.
4:26
And lastly, always think about effort versus impact.
You may not need to localize in every content area.
You may not need to localize in every country.
But you do want to think about what is the impact
of the work that you're putting forth to know that it's the right justification for
the effort and the involvement of teams that are doing this type of work.
Finally let's talk about stakeholder partnership.
The localization team should be the one that are coordinating the vendors,
the regions, and the reviewers and working with the global teams.
But the SEO team can work very centrally with them as well.
5:03
Number two, I think you need to have budget available upfront.
We haven't talked about budget very much.
But you need to account for
it in the localization expansion that's taking place to determine who pays for it?
At what cadence they're covering it?
And how you justify the additional budget spend?
Treat SEO not as an afterthought, but plan ahead.
Respect the deadlines,
provide training on search and keywords to those that are in region.
By doing this kind of work with the right resources and
the right team that can scale, you will incredibly benefit the workflow, but
also the quality of content that's coming out.
So in closing, global web marketing done well requires a clear vision,
5:56
Once you have in place these key strategies you can enable your teams and
clients to be even more effective in their global roles.
Ultimately you drive improved results in the search engines by showing
customers the localized content that matters most to them and
improve revenue for your company and clients.
Dave LloydSenior Manager, Global Search Marketing
