1. International SEO Panel Speaker: Andrew Bredenkamp (Acrolinx), Tim Coughlin (Translations.com), Gustavo Lucardi (Trusted Translations, Inc.) Moderator: David Lin (SAP) SYNOPSIS As competition for international revenue grows, companies will keep pace only by localizing and optimizing their websites. After identifying keywords for search engine optimization (SEO), corporations need to ensure that writers use the keywords consistently. To meet the changing landscape of global communications, language service providers (LSPs) need to find innovative ways to promote and provide their services. This presentation will give guidelines and examples of how to optimize websites for any global market so that nothing is lost in translation. Topics include identifying and using keywords in a way that will improve both the output of machine translation as well as SEO on a global scale and case studies of how LSPs increase their sales using SEO.Andrew BredenkampTim Coughlin Gustavo LucardiDavid Lin

2. SEO Maximizing page visibility and connecting visitors with more relevant content LOCALIZATION GOAL Optimizing and maximizing effectiveness of content throughout all countries. EXAMPLE CHALLENGES Quality and effectiveness of translated content Optimal keyword phrases which customers identify Correct meaning and correct connotations EXAMPLE QUESTIONS What extent can translation process be automated? Does LSPs utilizing SEO actually increase their sale? Can corporations actually gain value by integrating SEO best practices into their processes? Where is SEO heading on a global scale?

3. Is SEO Worth It? Can Localization Teams Improve Visibility? Examples of Impact of SAP Localization Team

4. Format Introductions Presentations by each panelist Questions to the panelists

5. PANELISTS Gustavo Lucardi has over 15 years of internet marketing expertise and is a pioneer in multilingual search engine optimization (SEO). As the COO of Trusted Translations, Gustavo actively works in all aspects of production, sales and internet marketing. Through a comprehensive SEO strategy, he has grown Trusted Translations’ online sales by over 1,000% per year. In addition, he has advised Fortune 500 companies in defining their online marketing strategy in multiple languages. Gustavo has spoken at several conferences, including W3C’s Multilingual Web in Pisa, Italy, this year. Prior to his tenure at Trusted Translations, he was a key member of the team who launched the first online edition of the largest Spanish-language newspaper, Clarín and also the most important portal in Latin America, El Sitio. Tim Coughlin has responsibility for business development, marketing and strategic partnerships for Translations.com. Tim joined Translations.com in 2000 as the director of corporate communications, bringing six years of marketing and communications experience to the company. Prior to joining Translations.com, he held senior account positions with leading marketing and public relations firms, including Edelman Public Relations Worldwide and Burson-Marsteller, where he managed programs for clients, including LEXIS-NEXIS, Warner-Lambert, Pfizer and DiscoveryHealth.com. Tim graduated from Davidson College in 1993 with a BA degree in history. Andrew Bredenkamp is cofounder and CEO of Acrolinx. Andrew has over 20 years' experience in multilingual information development. Before starting Acrolinx, Andrew was head of the Technology Transfer Centre at the German Research Centre for Artificial Intelligence language technology lab. Andrew holds degrees in technical translation and linguistics and a Ph.D. in computational linguistics. He is on the advisory board of a number of organizations, including Translators without Borders and The Centre for Next Generation Localisation.

6. Gustavo Lucardi, Trusted Translations

7. International SEO Panel Gustavo Lucardi COO, Trusted Translations, Inc. glucardi@trustedtranslations.com

8. Key Questions 1.What exactly is International SEO and how it differs from Multilingual SEO? 2.What are the key elements behind International SEO? 3.How does Social Media affect International SEO? 4.What is International Search Engine Marketing vs. Search Engine Optimization? 5.What is the “Key” to selecting the right keywords for International SEO? 6.How to get started with Search Engine Optimization and International SEO?

9. International SEO and Multilingual SEO Search Engine Optimization (SEO) Multilingual SEO (MSEO) International SEO (ISEO) International AND Multilingual SEO What exactly is International SEO and how it differs from Multilingual SEO?

10. On Site SEO Off Site SEO Long Tail Concept Long Tail Keywords What are the key elements behind International SEO? SEO Concepts for International SEO

11. Social Media Optimization (SMO) Social SEO (SSEO) Facebook, Twitter and Google+ and +1 Social Media and Search Engines ≠ ROI International Social SEO How does Social Media affect International SEO? Social Media and International SEO

12. Search Engine Marketing (SEM) Pay Per Click (PPC) International SEM (ISEM) International PPC (IPPC) Local Search Engines (Yandex, Baidu) What is International Search Engine Marketing vs. Search Engine Optimization? International SEM and International SEO

13. Keyword Translation or Research Keyword Placement Improve Keywords – IPPC for ISEO – Retargeting On Site and Off Site ISEO Keywords What is the “Key” to selecting the right keywords for International SEO? Keywords for International SEO

14. Look for Niche Markets and the Long Tail ISEO Leverage your Knowledge of Languages Avoid Black SEO Always Use Original Content Pay-Per-Click NOW, SEO and ISEO Tomorrow How to get started with Search Engine Optimization and International SEO? Best Practices of International SEO

15. Tim Coughlin, Translations.com

16. International SEO Panel Tim Coughlin Director of Corporate Communications, Translations.com tcoughlin@translations.com

17. Not Only Google

18. Country specific TLD Google Webmaster Tools – GeoTarget Local Servers Local addresses, phone numbers, currency Local links Note: All of the above won’t help you much if you don’t optimize metadata and follow a solid content creation / localization strategy ISEO Technical Basics

19. TEP/TP CAT MT-CAT Level I MT CAT Level II TEP w/Back translation Transcreation Transcreation w/market validation Keyword adaptation and validation Various Language Treatments for Different Content Types

20. Meta, Image and Title Tags Relevant Synonyms Common Misspellings Industry Specific Keywords In-Market Competitor Keywords Slang or Specialized Language Text speak and Abbreviations Language Considerations

21. Pervasive lack of market data Strategies – Micro-sites – Mobile sites – Top target full site All require ISEO Test, invest, repeat How do I know where to invest to capture opportunities in other markets? Strategies

22. Pervasive lack of market data Strategies – Micro-sites – Mobile sites – Top target full site All require ISEO Test, invest, repeat How do I know where to invest to capture opportunities in other markets? Use Case

23. Use Case: China A company manufactures highly specialized optical lenses. Through referrals and direct mail marketing, they learned there was demand for their product in China. To understand that demand better, they wanted to have a microsite localized, optimized, and seen. Client Challenge:  Localize site accurately and optimize keywords and copy  Register site in relevant search engine Translations.com Solution:  Localized and tested site, followed localization with multilingual SEO  Provided in-market search research and registration  Provide on-going MSEO to ensure high rankings and traffic Result:  Manufacturer confirmed demand and invested in full market development:  Hired full-time salesperson in China  Localized full set of marketing materials

24. International SEO Panel Andrew Bredenkamp CEO andrew.bredenkamp@acrolinx.com http://blogs.acrolinx.com/andrew http://twitter.com/abredenkamp skype:andrewbredenkamp Create Smarter Content

25. Andrew Bredenkamp, Acrolinx

26. Two Aspects SEO from a technology perspective: state-of- the art and perspectives SEO from a customer perspective: how and where SEO gets done

27. SEO Technology Perspective SEO is currently a people-intensive process Lots of tools for Web Analytics (Google, Web CEO, SearchMetrics, …) Some tools for Content Analytics (Covario, Acrolinx, …)

28. SEO Technology Four SEO steps Keyword Discovery & Validation Site Audits Site Edits Kaizen

29. Site Edits Currently the biggest bottleneck Often outsourced and out of control … “Search-Ready Writing” addressing this challenge

30. Perspectives SEO for UGC Cross-lingual SEO

31. Keyword Translation Pitfalls in Automation Pitfalls in “traditional” translation

32. Customer Challenges Rarely a “global owner” for SEO Difficulties in “translating” keywords Difficulties in validating and connecting global keywords

33. Application Scenarios More than just (“traditional”) marketing… SEO for support content … Customer Engagement = Marketing

34. QUESTIONS