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CEU Watch: International Keyword Research for Translators from Meridian Linguistics

May 21, 2020

Taught by Sara Maria Hasbun

Reviewed by Anna Livermore

I love CPD. My inner nerd rejoices at the prospect of starting a new course or attending a professional event. Nowadays, there are infinite opportunities to learn. So much so that it can be hard to choose from a gazillion options that come in the shape of online courses, professional conferences, live webinars, mentoring sessions, books, podcasts, blogs…

The CPD I dedicate time to usually falls into four categories: acquiring a new skill relevant to my specialization, improving my technical knowledge (CAT or DTP tools), keeping up with trends in the industry I specialize in or learning better business practices. Even so, the choice of available CPD options can be overwhelming. What helps me stay focused is going back to my marketing plan and my business goals, then choosing CPD opportunities that can help me achieve them.

One of the courses I completed recently is International Keyword Research for Translators from Meridian Linguistics. It is a short online course that provides a step by step guide for translators on working with international keywords. I intentionally use ‘working with’ instead of ‘translating’ because translation is only a small part of the overall process.

What this course is:

Exactly what it says on the tin: a guide outlining every step of creating a keyword file for a client in your target language for the target market. You will find out what needs to be discussed before you start work, what tools are available (and useful) for different stages of the project, what those stages are, why simply translating keywords from the source language does not cut it, and what your final product should look like.

Despite being short, the course packs a lot of information. The best thing about it is the way it relates the best practices for keyword research to the language industry and to the linguist’s role in that process.

What this course is not:

This is not a course that will help you optimize your own webpage, although some aspects of it can be useful. On the whole, its focus is researching keywords for clients for target regions.

It will answer a lot of questions about keywords—types of keywords, where to find them, how to choose them, and how they relate to an overall SEO strategy—but it is not a replacement for general SEO courses.

Bottom line:

I highly recommend this course: the information in it is distilled to help improve the specific skill of working with international keywords. It is designed and delivered by people who over the years have developed professional expertise in the field. I have been working with SEO and multilingual keyword research for several years now and still took away a lot from this course, which will help me deliver even more value to my clients.

Anna Livermore is an English>Russian and German>Russian translator and former marketing specialist. With a linguistics degree from the Oxford Brookes University and a Professional Diploma in marketing, she came to specialize in translating marketing materials, corporate communications, website content and various components of SEM. She is a member of the Slavic Languages Division’s Social Media team. Contact: livermore.translations@gmail.com

Filed Under: CEU Watch, Translation Tagged With: ceu watch, SEO

ATA58 Review: Search Engine Optimization (T-5)

December 11, 2017

Persong googling

Review by Anna Livermore

Photo by Benjamin Dada on Unsplash

The session titled “Search Engine Optimization: Website and Social Media Localization,” presented by Laura Ramírez, a lecturer at the department of translation studies at the University of Illinois, was one of the highlights of my visit to this year’s ATA conference. The content of the session was exactly as promised in the title (with one small exception), the subject matter was very relevant, the delivery was professional, and the examples were on point. I came away wishing the slot for the presentation had been twice as long.

First of all, Ms. Ramírez drew a distinction between SEO (Search Engine Optimization) & SEA (Search Engine Advertising), which together make up SEM (Search Engine Marketing). She explained why different approaches are required when dealing with the 2 parts of SEM, both in terms of strategy as a website owner and impact on the translation. The better a translator understands the workings of SEM, the better they will be able to serve their clients’ needs and add value with their service.

Organic SEO is a strategy that yields better long-term results, but its ROI is notoriously hard to calculate. Essentially, by using SEO clients optimize their content for better indexability by search engines, thus affecting the rank the webpage is assigned when users search for certain keywords. In order to appear in the top search results, companies employ a combination of tactics: building good links, writing good content, using proper indexing, and integrating social media and blogs. It is time consuming for the client and, when translated into another language, it needs to retain all its parts from the obvious (content, URL name) to the subtle (meta tags and keywords). Those who offer website translation/localization services should remember that different search engines use different approaches to language tagging and educate themselves about the concepts of geo-targeting used by the search engines of their target region.

SEA, on the other hand, yields quick results and the ROI is easy to calculate, making it suitable for short, targeted campaigns. However, the conversion rates are lower (due to lack of consumer trust towards this kind of advertising) and it is an expensive option. When translating keywords for SEA, it is important to remember that repetition is good. Also, translated keywords will (or should) change depending on the target segment, audience, location etc.

As Ms. Ramírez pointed out, CAT tools are a good option for translating this kind of content: it tends to be repetitive, and consistent use of the same keywords is beneficial to a given ad’s ranking. One should also be aware of the limits set on the number of characters that can be used for ad headlines or ad descriptions, as it might become an issue when translating in certain language pairs: for instance, when translating English into Russian, the latter tends to require more characters.

Ms. Ramírez made an interesting point about translating SEA: the process can feel counterintuitive at first to translators who aim to produce a perfect translation. In this case, a functional approach serves better for creating the desired impact, which is to sell the product or service. When translating SEA text, one should always keep in mind the end user: what search term spellings are they likely to use, are there any regional variants to keep in mind, are there any synonyms that should also be included in the keywords, are there any other variants one should consider, such as calques from the source language and misspelled words (a quick Google search illustrates just how many ways there are to misspell the word pregnant).

Summarizing some of the characteristics of SEA language, Ms. Ramírez highlighted the use of calques, elliptical constructions, unusual punctuation (exclamation marks, apostrophes etc.), abbreviations, using all CAPITALS, and mixing registers when addressing the audience (using equivalents of Russian ты and вы in the same ad), which should all be reflected in some form in translation.

Drawing on her experience as a lecturer and a freelance translator, Ms. Ramírez noted another characteristic of SEA that influences the translation process: clients might ask for several equivalents for one keyword, and they will ultimately decide which one will be used.

The last notable point covered during the session is the importance of knowing how search engines other than Google work. This is significant because other markets might not use Google as their primary search engine: Yandex is the main search engine in Russia and Baidu plays that role in China. And although the essentials of the search engine functionality are largely very similar, there are some elements that differ and might impact the localization process.

Ms. Ramírez also covered practical aspects of managing ads, matches and click-through rates, as well as various tools for managing keywords and best practices for writing ads. With so much valuable information to deliver, there unfortunately was no time left to look at social media techniques and their impact on translation process, and I look forward to a future presentation where these would be covered.

Anna Livermore is an English>Russian and German>Russian translator and former marketing specialist. With a linguistics degree from the Oxford Brookes University and a Professional Diploma in marketing, she came to specialize in translating marketing materials, corporate communications, website content and various components of SEM. She is a member of the Slavic Languages Division’s Social Media team. Contact: livermore.translations@gmail.com

Filed Under: ATA58, Professional Development, Specializations, Translation Tagged With: ATA58, conference, SEO, session review, social media, specializations, translation

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