SEO for the Common Man


Our “Common Man” blog series is committed to bringing you the most easy-to-digest information on translation industry topics and technologies. Previously, we addressed CMS platforms, API, connectors, and proxy solutions. Hopefully, we were able to present these topics in a clear-cut and understandable manner.

This week, we will discuss a mammoth topic in not only the translation industry, but also most other modern industries who employ online marketing techniques. We’re talking ‘bout SEO. What is SEO? Well, we’re going to find out.

Come and join us!

What is SEO?

SEO stands for search engine optimization. In very basic terms, SEO is the process of driving “traffic” (ie, people) to a specific website. It is the development of certain items (which we will discuss later in more detail) that allows search engines – namely, Google, Bing, and Yahoo! – to properly catalog and present search engine results.

Algorithms exist on the internet to quickly and effectively access the content keywords and performance metrics of sites in order to determine their suitability for each query. This is essentially how search engine optimization is physically conducted.

When you type a search query into the Google bar, you may notice that the search engine gives you a list of sites from which to choose. The top few sites listed will usually be sponsored links, which contain specific ad words designed to sell a product or service. The next few sites listed will be organic results (ie, sites chosen based purely on search suitability; sites who have not given the search engine money to sponsor their site). These sites not only correlate to your key search words, but also have proven that they are likely trustworthy sources.

The closer to the top of the list your site appears, the more likely it is to be accessed by traffic. After all, think about when you personally use Google – you usually click on results at the top of the list, not the bottom, right?

There are several pieces of information that search engines, well, search for when collecting and listing search engine results via those aforementioned algorithms. These items include:

  • Authority: Authority measures the likeliness that an authoritative site (such as a news outlet or respected author) will link to or cite your website as a source.
  • Website Content: What’s being featured on your page? What is the subject of your blog or website? Which titles/headings are you using to display your ideas?
  • Performance: Performance measures the speed of your site and how well it’s working at any given time.
  • User Experience: A good experience takes into account site appearance, ease of navigation, user safety, etc. If your site bombards users with pesky, spammy ads, it may make for a poor user experience.

So, the more your website conforms to the criteria the search engine is looking for, the more “optimized” it will be (ie, it will appear higher on the Google list of hits). You can optimize your website yourself (which may take some serious time if you are a small business), or you can employ the services of an SEO-savvy tech company (such as Lionbridge).

Why Use SEO?

SEO has become an immeasurably important marketing tool in recent decades due to the increasing globalization of our technological world. Although not every business is on board for the use of SEO, it is becoming more necessary as time goes by.

Some of the benefits of employing SEO include:

  1. Cost-effectiveness. SEO is a good investment. For the money you’ll put into the service, you will most likely see a lot in return. SEO tends to provide a better bang for your buck than PPC (pay-per-click) or email marketing campaigns.
  2. Competitiveness. Employing SEO is a good way to stay on par with your competitors. Most major companies use SEO these days. If you’re not using the service, you may be the odd one out.
  3. Staying current. A healthy chunk of consumers use the internet to research businesses before buying a product or service. If you have a weak or outdated online presence, this could be a red flag to potential customers.
  4. It works. Using SEO to optimize and drive traffic to your website really does work!

Lionbridge offers multilingual SEO for all translated websites in addition to the base translation. We can help you advance your international marketing plans and assist in launching your business into the global stratosphere. To learn more about Lionbridge’s SEO marketing services, please visit our website


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