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A Global CMS Built for SEO

  • 17
    Aug

    Getting Ready for Global Business: SES San Francisco 2011 Session Recap


    Moderator:
    Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

    Speakers:
    Christian Arno, Managing Director, Lingo24
    Motoko Hunt, Founder & Japanese Search Marketing Strategist, AJPR LLC
    Tim Coughlin, Vice President, Translations.com
    Michael Bonfils, International Managing Director, SEM International

    Christian:

    • Competition for search terms in languages other than English is about 1/3 of English search competition.
    • The low rate of competition makes gaining prominence in the particular market easier.
    • Only 27% of Internet users use English as their first language.
    • Keyword research in other languages in critical.
    • If your company is unsure where to launch a global campaign, test in various markets using translated landing pages.  After you’ve determined which landing pages have received the most traffic, pursue business in those countries.

    Mokoto:

    • Ensure translators and localizers understand search fundamentals.
    • Tools to use to aid in globalizing search:
      • Google Global Market Finder
      • Mis-opportunity Matrix
        • Demonstrate a business opportunity for each.

    Tim:

    • Localization content types:
      • Product descriptions
      • Navigation
      • Field names
      • User generated content
      • 3rd party content
      • Didactic and instructional content
    • 8 different language treatments exist all using multiple processes to ensure correct translations.

    Michael:

    • Analytics do not tell the whole story.
    • Create a target marketing score card.

    1.Choose your potential markets.

    2.Determine the factors on which you’ll rate your potential target market (example):

    • Analytics Data
      • Conversions, sales leads, bounce rates
    • Keyword Research Data
    • Local and international competition
    • SEO
      • Take in to account search challenges such as:
        • Different search engines
        • Baidu and Google do not index the same.
        • Naming challenges (brand name)
        • Hosting infrastructure
        • To maximize global search results, host the site at a data center in that country.
        • Duplicate content
        • You don’t want your US pages to outrank your UK pages; de-duplicate your content.
      • E-commerce
        • Payment methods
        • When you’ve completed your score card, you will notice that countries that have ranked high on your analytics search results will different greatly from locations you need to target.
        • .EU is the wrong approach to enter the European market.  You must localize.

       

      To learn more on global business practices, attend Auctori’s free Global Business Seminar on August 31st at the World Trade Center in St. Louis.

       

      Filed under - Global SEO No Comments so far. Add yours now

    • 05
      Aug

      3 Ways to Go Global with Your CMS


      By Pat Niday

      Today, the world is smaller than ever. The Internet has provided businesses of all sizes the opportunity to operate on a global level. However, with an ever expanding market comes ever expanding competition. To stand out and be relevant on the global playing field, it’s essential to have a web presence that is truly international.

      A robust Web Content Management System provides tools to give your website global impact. Here’s 3 ways the right CMS can make all the difference in the world:

      1. Multilingual Functionality

      As Susanne Evens of AAA Translation (an Auctori partner) says, “Don’t let translation be an afterthought.”  To reach a diverse global audience and maximize market share, it’s imperative that a website is presented in the end user’s native language. A CMS that is built on an i18n Frame with Unicode elements facilitates smooth translation into multiple languages.

      2.Workflow Coordination

      Generating dynamic content for users around the world can be difficult. Coordinating multiple translations of marketing materials and regionalized content can soon become overwhelming. A CMS with integrated workflow tools will ensure content is organized and approved in the appropriate manner.

      3.Get Local- Customize the Experience

      Sometimes the best way to reach big is to think small. Facebook’s VP of Global Marketing Solutions Carolyn Everson advises, “The real trick is organizing globally but being locally relevant.”  A CMS that incorporates multiple sites, customizable feeds, and flexible navigation is instrumental in delivering a “local” experience to many different users around the world.

      These are just a few tips for going global and how a capable Content Management System can make it happen. For further insight on taking your business global, please attend our Free Seminar at the World Trade Center in St. Louis.

      Filed under - Global SEO No Comments so far. Add yours now

    • 05
      Aug

      Drawing the Ethical Line Between Work and Play


      Missouri recently announced a ban on student/teacher Facebook friendships. The ban restricts teacher and students from becoming “friends” but allows teachers to set up a fan page which students can “Like” if they choose.

      Why the sudden ban? Missouri is taking strides to decrease inappropriate contact between students and teachers and taking whatever measures necessary to do so.

      Schools felt a sense of urgency to put at abrupt stop to any student/teacher Facebook friendships that may exist. Why? If inappropriate contact is being made and the prosecutors can prove the school was aware, they can be held liable.

      Senate Bill 54 going in effect August 28th and states:

      “By January 1, 2012, every school district must develop a written policy concerning teacher-student communication and employee-student communications. Each policy must include appropriate oral and nonverbal personal communication, which may be combined with sexual harassment policies, and appropriate use of electronic media as described in the act, including social networking sites. Teachers cannot establish, maintain, or use a work-related website unless it is available to school administrators and the child’s legal custodian, physical custodian, or legal guardian. Teachers also cannot have a nonwork-related website that allows exclusive access with a current or former student. Former student is defined as any person who was at one time a student at the school at which the teacher is employed and who is eighteen years of age or less and who has not graduated.”

      The bill, also known as the “Amy Hestir Student Protection Act” is named after a Missouri woman who was assaulted by a teacher. Currently, details on how the law will be enforced aren’t clear which leads to a lot of “What If” questions.

      How will schools enforce this law? How will courts punish the offenders? How will courts punish the schools?

      What are you thoughts on the ban?

      Filed under - Auctori Law No Comments so far. Add yours now

    • 20
      Jul

      A Lesson in Web Development from Harry Potter: Building an Army of Brand Ambassadors


      On June 30th, 1997, the world was introduced to Harry Potter.  Born from the imagination of British author, J.K. Rowling, Harry Potter and the Sorcerer’s Stone grew to become the first of a seven part series that would sweep the world for years to come.

      As J.K. Rowling wrote, she developed these characters to grow with the readers; her publishers translated the series into 67 languages, and when the series was made into films by Warner Brothers Pictures, the brand was marketed globally.

      What does this have to do with web development? Everything.  The strategy that made the series so successful can be duplicated by web development companies.

      Harry Potter changed, adapted, and grew as the readers grew.  As the audience became more complex, so did the stories.  Rowling created the character with the ability to grow, change, and adapt to the current climate.

      content management system

      Image credit: katieoshea.wordpress.com

      Web developers must do the same.  Creating a program with the ability to grow, change, and adapt is imperative for long-term success.  The team behind Harry Potter has created the “product” for global use; by translating into nearly 70 languages, people around the globe are able to share in the story and experience.  The Potter Team anticipated the growth and groomed the brand to go global.

      When the brand became hugely successful, the Potter Empire was able to grow and create products and branded events to market itself.  For years, the Harry Potter installments astounded readers and viewers alike – the fan base grew larger, more devoted and more widespread.  People trusted that Harry Potter would deliver; they trusted it would meet and even exceed their expectations.  They provided what we web developers like to call “seamless updates.”

      In addition to delivering a quality product, Warner Brothers also worked to provide an experience beyond movie theaters by creating behind-the-scenes walking tours of the film series’ sets.  Building trust in a brand is about giving “users” the opportunity to learn more about the product’s creation and provide incentives for loyalty.  Web developers strive to create a similar following for their programs: devoted users that trust the product and become dedicated brand ambassadors.

      Though the glamorous world of web development may not come with screaming fans, costumes, or a ride at Universal Studios, successful web developers do have one thing in common with the Potter phenomenon: dedicated advocates, the ability to grow with the product and longtail, lasting success.

      Discover how your website can leave a lasting impression.

       

       

      Filed under - Content Management System No Comments so far. Add yours now

    • 20
      Jul

      Malpractice and the Economy – Claims rise as the economy plummets


      A recent survey posted on Law.com states that malpractice claims have been on the rise in 2011 growing from 11% to 20%.

      Of the many claims that insurance agencies have been receiving this year, real estate practices have been sued the most; this is thanks in part to contracts on the large volume of homes sold between 2005 and 2008. Law firms themselves also saw a rise in malpractice claims as claims of concealed information and misrepresentation in cases such as bankruptcy and flawed contracts.

      Of the law firms being sued, some are also fighting back to obtain un-paid fees. Michele Wade, Executive Vice President of Lockton Cos., states, “In this economy, law firms are not getting paid. Their collections are way down and they tend to want to sue their client for fees more aggressively than in a good economy.”

      Trying times remind law firms how important constant client communication is. Maintaining contact throughout the lifecycle of the relationship reduces the chances of miscommunication, which in most cases is the main reason for malpractice claims.

      Remember the First Contact
      First impressions last a lifetime; whether it be a friendly smile (or lack thereof) from the receptionist at the front desk, the amount of time taken to answer telephones, or your tone of voice at the point of initial contact. It is imperative that your law firms make a positive impact on the potential client.

      Respond in a timely matter
      Clients in any industry appreciate timely responses. In most cases, the reason they’ve come to you is because they need your services immediately. They don’t know how busy you are, they don’t know how many cases you’re working on, and frankly – they don’t care. It is crucial that you respond to all inquiries and quickly as possible.

      Provide Frequent Updates on Progress
      Consistently updating clients on the progress of their cases reduces uncertainty and anxiety and will ultimately help to build trust with clients. Though the case may be progressing slowly, contact them frequently to put their mind at ease.

      Create Scheduled Touchpoints with Client
      Remembering to contact all clients frequently may be a bit of a challenge; it is wise to develop a Touchpoint Calendar for yourself. Schedule blocks of time on specific days to contact your clients; update them on the progress of their case or simply chat for a few minutes to give them piece of mind.

      Obtain Feedback
      Obtain valued feedback from your clients and use their constructive criticism to your advantage. Realize that through their advice, you can become an even better lawyer.

      Though your law firm cannot predict the economy, nor can you deter the inevitable, your law firm can take the steps necessary to become less of a target for malpractice claims.

      Filed under - Auctori Law No Comments so far. Add yours now


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