Stop doing SEO translation, start doing SEO localization with Maria Scheibengraf

Sep 30, 2024

Maria Scheibengraf, an expert in SEO localization, joins the conversation to illuminate the vital role of cultural nuances in multilingual SEO strategies. She emphasizes that direct translation falls short in the world of SEO, as it overlooks the intricate connections between language and culture. Maria tackles common challenges agencies face in SEO localization and advocates for the collaboration between SEO professionals and linguists. She also discusses how understanding high versus low context communication can greatly impact international marketing success.

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INSIGHT

Localization Is Key

SEO translation is a misnomer, it should be SEO localization.
Localization considers cultural nuances for greater international SEO success.

ANECDOTE

Renault Logo Mishap

The Renault logo, a diamond shape, was negatively perceived in some cultures.
This highlights how even non-textual elements can have unintended cultural implications.

ADVICE

Cross-Cultural Nuances

Consider cultural differences even within the same language.
Australians and Americans may interpret language differently than a British person.

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Maria Scheibengraf joins Jack Chambers-Ward to explain why localization is so important for your international SEO strategy.

Direct translation just doesn’t work for SEO. You need to take culture and nuance into account when it comes to your international SEO strategies.

Maria explains the common problems that many agencies and SEOs face with multilingual SEO and how to get SEO localization right. Follow Maria Scheibengraf

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00:00 Start
00:00:34 Intro
00:01:37 Sponsor: SE Ranking
00:03:45 Sponsor: Optmyzr
00:06:39 Welcome to the show Maria Scheibengraf
00:08:06 Why is SEO localisation so important?
00:11:00 The flawed workflow of SEO translation
00:15:10 Direct translation doesn’t work
00:16:21 Localisation is so much more than language
00:20:33 Book recommendation: The Culture Map by Erin Meyer
00:20:53 High context vs low context communication
00:22:06 British humour vs American humor
00:24:00 The importance of technical SEO in localisation
00:27:25 Understand what devices your audience are using
00:30:00 Common problems with SEO localisation
00:36:35 Linguists should learn SEO skills
00:40:30 When should SEO localisation be involved in the process?
00:41:09 The ideal international SEO workflow
00:44:35 How NOT to convince Germans to buy your products
00:47:45 How to budget for SEO localisation
00:49:20 Reuse resources to save time and money
00:51:45 Reframe your unique selling points to different cultures
00:54:05 Understanding cultural-coding
00:55:32 Be mindful of your messaging in different cultures
00:57:10 Marketing is still about evoking emotions in your audience
00:58:00 Even emotions are culturally coded
00:58:37 ‘Am I a bad person?’ Nike ad
01:00:34 Individualistic vs collectivist cultures
01:02:58 Search behaviour is becoming more conversational in English
01:05:05 AI is not trained on minority languages
01:06:58 Adapt your language to cultural standards
01:08:12 Even small changes in language can make a big difference
01:09:12 Don’t say ‘please’ in your Spanish content!
01:10:51 How language changes through generations
01:11:35 “De nada” means “it’s nothing” not “you’re welcome”
01:13:49 Tiny errors can really change your messaging
01:14:08 How to build trust with your audience
01:15:40 Where to follow Maria Scheibengraf
01:16:36 Outro