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28 August
2013

Machine Translation vs. Human Translation – The Marketing Perspective

By Mark Burns | Branding, Global Marketing, SEO | No comment yet

machinetranslation1

Machine translation (MT) is a hot topic within the localization world. The improvements in MT have been impressive and it has become a more common method of translating content. But is machine translation always appropriate and should it be used as frequently as it is? Is machine translation the way forward or a black-hole?

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29 July
2013

Really Managing International PPC Campaigns (Part 1)

By Mark Burns | PPC | No comment yet

managing-international-ppc

Managing international PPC campaigns is a complicated task. Not only do you have to manage keywords and ad text in languages you don’t understand, but you also need to manage larger campaigns, with multiple responses and varying success.

I’m not going to preach to you about keyword research vs. translation, ad text character limits or local search engines etc. This is also useful information but really it’s regurgitated by almost every blog out there. So instead, we’re going to get our hands dirty and talk to you about the real grind of managing multilingual / international PPC campaigns.

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4 June
2013

Yandex Interactive Snippets – A step too far?

By Mark Burns | SEO | No comment yet

yandexsnippets5

Yandex have broken from tradition again and launched a new interactive snippets and SERP re-design to be rolled out later this year. But does innovation always bring success? Wordbank has analyzed the expected design and implementation of rich snippets and we’re excited, but harbouring some concerns.

Do Yandex interactive snippets really bring users closer to their request? We feel there are 3 key reasons they could hinder user experience.

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8 May
2013

Wordbank at Internet World 2013

By Willow Colios | Global Marketing | No comment yet

Thanks to everyone who came to see us over the three days of Internet World 2013 at Earls Court 2. It was great to speak to all the visitors to our stand keen to take their businesses into Europe, South America and Asia and helping answer questions about building and executing online strategies for these markets.

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26 March
2013

How Companies Waste Money on Global Social Media

By Mark Burns | Social Media | No comment yet

socialwaste

People often think that I am against social media as a marketing solution and to a point, they might be right. It’s not to say I don’t believe in it but I believe a lot of marketing budget is wasted in it. So many companies plough thousands of pounds into social media and to what end?

If we then look at this on a global scale, how much money is being pumped in by one company across a variety of individual markets? Millions and often in the wrong places!

Here are my top 5 ways that companies waste money on international social media

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11 March
2013

Is IE6 Really Dead in China?

By Mark Burns | Global Marketing | No comment yet

ie6china

Internet Explorer 6 in China has long been a discussion point for website design targeting this country. Historically, IE6 usage in China has been extremely high with 1 in every 4 users coming through this browser/version. It makes China problematic for website designers as any site must function under IE6, and therefore limits design freedom.

However, since the turn of this year, some reports are suggesting a rapid decline of IE6 in China with StatCounter suggesting as low as 5% usage in Feb 2013. How accurate is this data and have we seen the end of IE6 in China?

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26 February
2013

Top 10 Mistakes in Multilingual PPC

By Mark Burns | PPC | No comment yet

internationalppc

International PPC is often considered the ‘next step’ of paid search activity after a fairly steady English market PPC strategy has been identified and tackled. This is understandable but often it’s the international PPC which then suffers due to pre-existing English campaigns taking over international/multilingual PPC advertising.

In this post we examine some of those common issues and how it should be resolved.

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19 February
2013

Part 3: Why Does Multilingual SEO Need Localization?

By Mark Burns | SEO | No comment yet

localization-and-seo

The final part of the SEO in localization series switches the focus to help identify when we need localization for SEO purposes. Multilingual SEO strategies can be created at a top level but localization is the key to delivering this strategy effectively. Below are some of the key areas where SEO and localization must combine in order to gain traction and market specific ROI.

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15 January
2013

Part 2: When do you start SEO in a Website Translation Process?

By Mark Burns | SEO | No comment yet

The second part of our 3 part series on SEO in localization focuses on the difficulties many companies have when going global – at which point should I start SEO on my multilingual sites? Quite often, the choice is made for you by the need to make a series of sacrifices, but there is no doubt that there is an optimal time to include SEO in your website localization.

So, let’s make it a simple timeline. When should SEO be part of your website localization: after, during or before translation?

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28 December
2012

Part 1: When Should SEO Outrank Language Quality?

By Mark Burns | SEO | No comment yet

When undertaking an SEO strategy, one of the early factors to look at is keyword research. In English, SEO keywords often reflect everyday speak so adding them into text is relatively easy from a content point of view.

However, when we switch to non-English SEO, keywords are altered depending upon ease of typing. Misspellings, grammar alterations and accent loss are commonplace on what would appear to be the optimum keywords for SEO.

But at what point does SEO keyword outrank language? Should you use the best SEO keyword in content despite its language alteration?

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