Keyword Services

For marketers seeking to improve visibility in the natural search results, the first step is to identify the search queries used by the target audience in a specific market. By conducting thorough research over a variety of sources to identify keywords which are relevant and have as high traffic as possible, a set of strategically important keywords can be determined and form the basis of all [on-page and off-page] website optimisation efforts.

This service should be considered when:

• You need to identify relevant keyword opportunities and define strategically important keywords in a specific market
• You need to refresh your existing target keywords and find additional opportunities
• You're planning to launch new products or services and would like to optimise your website accordingly
• Translating your website/pages into another language

The process begins by completing a briefing questionnaire with your account manager to clarify objectives for the research. This briefing will be visible to all the team members involved with delivering the research and is the foundation for all our quality checks.

Our native-speaking search specialist(s) will review the brief and ask for further clarifications if necessary, or will otherwise accept the brief and confirm a completion date.

When conducting the research, our team begins by reviewing your website or landing pages (if available) to compile an initial ‘seed’ list of relevant words and phrases in the target language. Using keyword research tools, we’ll expand these seed words and select the most relevant keywords according to the agreed brief. These keywords are then categorised by theme and/or any other relevant metrics and added to our reporting template in Excel format.

Excel or PDF

Excel or PDF

Whether you’re looking to increase ‘organic’ traffic to a new website or fine-tune an existing website to maximise rankings in the natural search results; Keyword mapping is an essential process that reviews which web pages are associated with your strategically important keywords.

This process should be conducted periodically to target new keywords that may be found via research; and to allocate or redistribute target keywords to new pages that may have been created within the structure of your website.

If your website already ranks for your target keywords with the most relevant URL's, the process serves as a means to maintain these rankings. However, if you website does not rank for a target keyword, then the most appropriate web page will be selected, if available. It’s advisable to conduct mapping for the entire website or as many pages as feasible, to avoid targeting the same keyword across multiple pages.

We will provide a report that gives an overview of the nominated URL’s, paired with the most appropriate target keywords for each page, including any supporting data used during the process.

Clarifying which keywords are associated with each URL, serves as a guide for further optimisation tasks, such as improving page content or creating inbound links; whilst avoiding targeting the same keywords with multiple pages.

The service should be used when:

• You need to increase rankings and traffic in the natural [or organic] search engine results and lack the necessary linguistic resources or optimisation know-how
• You already have a list of target keywords for a target market and need to ensure the most appropriate URL’s within your website are ranking for these
• You want to prevent targeting multiple URL’s for the same keyword
• You have launched some new pages on your website and need to associate target keywords with these

The keyword mapping process begins by completing a briefing questionnaire with your account manager to clarify objectives and mapping criteria. This briefing will be visible to all the team members involved with delivering the research and is the foundation for all our quality checks.

A native-speaking search specialist will review the brief and ask for further clarifications if necessary, or will otherwise accept the brief and confirm a completion date.

Our search specialists will require your list of potential target keywords and the URL’s of the web pages you’d like to pair with these keywords. The content of each page is checked and the most relevant target keywords are shortlisted. From this shortlist and other requirements stated in the briefing, we will select the target keywords to be paired with each URL and provide an overview in Excel format.

If the mapping is for an existing website that has previously undergone search engine optimisation, we recommend you provide any previous mapping information you may have, so we can avoid targeting the same keyword across multiple pages. Additionally, providing us with an up to date ranking report will identify which URL’s are already ranking for each keyword, as these should be maintained or ‘protected’. If you do not have a recent ranking report, then we can provide this as an additional service.

Excel or PDF

Our web content translation service provides quality translations supplied by qualified translators with expertise in your sector and delivered on-time and in the most suitable format for your business. Our processes are designed to help you get new content in front of your international audience as quickly as possible, and we will work with you to develop a workflow to fit your specific requirements.

Updating your website content in multiple languages is also essential if you want all your language sites to reflect the same product and service offerings, however this can be challenging and time consuming, especially for large websites.

We understand that the updates will often have tight turnaround times, as well as the importance of having a seamless and efficient integration with your CMS (Content Management System) to facilitate a quick and easy export and import of content.

This service should be used when you:

• When you want to launch a multilingual website.
• When you are adding new multilingual content to existing ones.

The web content translation process begins with us taking a detailed brief from you, including a style guide questionnaire and terminology glossary to ensure that the content we deliver is in-line with your brand guidelines. We will also work to understand your CMS requirements, consulting with your IT team when required, so that we can export and import the content in the most efficient and seamless way possible.

The service will be delivered by professional translators, who are experts in your industry sector and native speaker of the target language. We have quality checks in place at each stage and we will also work with your in-country/in-house teams where possible, as part of the quality process.

You will receive translated website content that can be easily imported into your CMS. Each workflow is customised to your individual needs.

.html, .xml, .xliff, .csv or your preferred format

Meta content is added to your website template and is used by search engine spiders to help it determine the content of the page and whether it should rank for particular search queries or not. Each webpage should have different meta content, which consists of a title tag, keyword tag and meta description tag. The meta description tag is the text that displays in the search engine results below the webpage title and is crucial when it comes to converting rankings into clicks. They should clearly explain the content of the page, as well as entice the user to click.

A native specialist will create meta content for your website, including the title tag, keyword tag and meta description tag. This will be sent to you in an Excel spreadsheet, ready for you to add to your website template.

• When you do not have optimised meta content on your website
• When you want to increase your click-through rate from search engine results pages

The process begins by completing a briefing questionnaire with your project manager to clarify your objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will need to know your website URL and your targeted keywords. If you don’t have your target keywords, you will need to order keyword research separately.

A native specialist, under the supervision of a project manager, will write meta content for your website. They will create appropriate title tags, keyword tags and meta description tags that are keyword-rich and in your target language, ensuring that all character limits are adhered to. As these guidelines may change between search engines, we need to know which search engines you are targeting.

This meta content will be send to you in an Excel file.

Excel

Our account managers are experienced online marketing specialists with extensive knowledge of PPC, SEO, social media, online PR, web development and content marketing. If you feel your project would benefit from guidance from an account manager, but you do not require constant support, then our hourly rate account management can provide a flexible solution.

A dedicated account manager will not only follow up your project but will also highlight potential opportunities and will explain performance for your online marketing campaigns.

Support can include:

• Meetings
• Conference calls
• Reporting
• Training
• Performance reviews
• Analytics
• Language support if part of a local language package

• When you want to employ a combined strategy incorporating more than one approach, such as any combination of SEO, PPC, social media, apps marketing, analytics, web development and online PR.
• When you are engaging with a large number of markets simultaneously.
• When ad hoc reporting is needed, requiring the combination of more than one reporting tool.

The process begins by completing a briefing questionnaire to clarify your objectives. This briefing will be visible to all the team members involved with delivering the account management and is the foundation for all our quality checks.

Your dedicated account manager will be in charge of your projects, from kick-off to strategy and delivery to ensure that the briefing process has been followed to get the best results. They will detail your performance per target market, based on your KPIs, ensuring that everything is going according to plan and highlighting any potential issues or opportunities. They will also recommend the best practices per industry and market.

PDF, PowerPoint, Excel, Word

Google is the most popular search engine in the world, with over 80% of the global market share and well over 90% share in many countries. Google AdWords advertising allows you to bid to post ads that will appear when internet users search for certain trigger keywords on the search engine. It is important that your ads have plenty of relevant and appropriate keywords as this will increase the likelihood of your ad appearing in the Google search results and driving relevant visitors to your site.

It is essential that keyword research is conducted from scratch for each target market by a native of that country. This is because keywords cannot simply be translated, but instead are the natural product of the culture and language that is unique to that country. Researching keywords from scratch ensures that you take into account any colloquialisms, dialects and slang terms used by your target audience. Understanding what keywords they search for will help you to structure your PPC campaign to reach relevant users and plan your budget effectively.

A native specialist will research and compile a list of relevant and quality keywords that your target audience actually searches for on Google, including a back translation into English if necessary. We will also research the search volume data, estimated cost-per-click and the competition data.

We will send you the keyword list, including English translations and all relevant data.

• When you plan to launch a Google AdWords PPC campaign in any language
• When you are launching a new product / service and want to incorporate it into your existing Google AdWords PPC campaign
• When you want to get an insight into search behaviour in a specific market

The process begins by completing a briefing questionnaire with your account manager to clarify your PPC ad objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks.

A PPC specialist, who is also a native speaker of your target language, will conduct thorough research into relevant keywords that your target audience are searching for on Google and will compile these (and an English back translation, if necessary) into a list. They will also conduct research into the search volume of these keywords, the estimated cost-per-click and competition data.

This research will be delivered to you in an Excel or PDF format.

Ideally, you should have at least 10 keywords per landing page. The minimum order is 20 keywords.

Excel or PDF

Our translation work is carried out to the highest standards, but for publication quality we always recommend that a translator’s work is double checked by an independent reviewer. We are happy to collaborate with your in-country colleagues should you prefer for them to conduct the review and if this falls within their role. When this is not possible, we can provide you with a linguistic and contextual review service that is performed by a specialist reviewer who is a native speaker of the target language and who works independently to the translator who has carried out the original work.

The linguistic and contextual review can be used:

• to add an extra layer of quality to the project
• make sure that the content is grammatically accurate and fit for purpose
• if you do not have in-house native speakers to conduct a review

We will employ a team of professional reviewers who are native speakers of the target language and with specialist knowledge and experience in your industry to perform a review of the translated content looking at style and consistency across the board.

• Revision: a careful comparison of source and target texts, identifying potential mistranslations, checking accuracy and terminology consistency, etc.
• Review: taking a "fresh look" at the content, assessing the translation as an independent text that has to conform to target readers' expectations, concentrating mostly on style.

Excel document and/or annotated screenshots (.pdf)

Internet users are extremely sensitive to websites’ positions in the search engine results pages (SERPs) and usually only visit those that rank near the top of the first page. One way to boost your website’s ranking is by using keywords that are relevant and popular in your target language and market. This key SEO activity will not only improve your rank position but should also increase quality traffic to your website.

We will make suggestions on how you can optimise your visible, on-page content by inserting keywords into elements such as your headings, images and hyperlinks. A native specialist will be working on the project to ensure that the natural flow of the language is preserved.

We will also create meta content for your website, including the title tag, keyword tag and meta description tag.

You will receive the optimised keyword recommendations in a Word or PDF format, ready for you to upload to your website’s CMS system. The meta-content will be sent to you in an Excel spreadsheet, ready for you to add to your website template.

• When you want to improve your website rankings
• When you want to improve your keyword targeting on specific pages of your website through various elements
• When you do not have optimised meta content on your website
• When you want to increase your click-through rate from search engine results pages

PDF, Word or Excel

Internet users are extremely sensitive to websites’ positions in the search engine results pages (SERPs) and usually only visit those that rank near the top of the first SERP. One way to boost your website’s ranking is by using keywords that are relevant and popular in your target language and market. This key SEO activity will not only improve your rank position but should also increase quality traffic to your website.

We will make suggestions on how you can optimise your visible, on-page content by inserting keywords into elements such as your headings, images and hyperlinks. A native specialist will be working on the project to ensure that the natural flow of the language is preserved.

You will receive the optimised keyword recommendations in a Word or PDF format, ready for you to upload to your website’s CMS system.

• When you want to improve your website rankings
• When you want to improve your keyword targeting on specific pages of your website through various elements

The process begins by completing a briefing questionnaire with your project manager to clarify your webpage’s body content objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. This service should only be ordered once keyword mapping and meta-data creation has been carried out.

A native speaker of your target language, under the supervision of your project manager, will go through your webpage’s body content and will create a document containing optimised content with keywords inserted into your headings, text, images and hyperlinks. They will ensure that all these optimised elements still make sense, flow well and are grammatically accurate. They will also highlight keywords that are already on your page.

You will receive the recommended, optimised body content in a Word or PDF format.

PDF, Word or Excel

When you want to make your website more accessible to search engines and their spiders, it is important that your URLs are paired with popular and relevant keywords and that your meta-content is keyworded and appropriate.

We will clearly map out a relevant list of keywords per URL. Keyword mapping will help you to create a structured, intuitive funnel that guides your site navigation; create a hierarchy of topics, subtopics and sub-subtopics that informs your content authoring; serve as an official record of which pages are associated with which keywords; and inform your site’s internal and external link development.

We will also create meta content for your website, including the title tag, keyword tag and meta description tag. Meta content is added to your website template and is used by search engine spiders to help it determine the content of the page and whether it should rank for particular search queries or not. Each webpage should have different meta content, which consists of a title tag, keyword tag and meta description tag. The meta description tag is the text that displays in the search engine results below the webpage title and is crucial when it comes to converting rankings into clicks.

You will receive this in an Excel or PDF format.

• When you want to increase your rankings and traffic in the natural search engine results
• When you already have a list of target keywords for a target market and need to ensure the most appropriate URLs within your website are ranking for these
• When you want to prevent targeting multiple URLs for the same keyword
• When you have launched new pages on your website and need to associate target keywords with these
• When you do not have optimised meta-content on your website
• When you want to increase your click-through rate from search engine results pages

Excel or PDF

In order to execute effective PPC campaigns you must have a clear campaign structure. Each campaign has a particular focus and contains ad groups within it. Each ad group is even more targeted, has a specific purpose and should include multiple, highly targeted keywords.

Having a well-organised structure will save you a lot of headaches in the future by ensuring your campaign is easily maintainable. It will also improve its performance due to the relevance of the keywords, ad copy and landing pages.

We will create a PPC campaign structure for you, using the keywords that you provide. We will define which ad groups should be created. One ad group equals up to 10 keywords.

We will send you our recommended PPC campaign structure in a PDF or Excel format.

• When keyword research / localisation / expansion has already been carried out.
• When you want to define the structure/improve the effectiveness of your PPC campaign.

The process begins by completing a briefing questionnaire with your project manager to clarify your PPC campaign objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will need the list of keywords that you wish us to base the campaign structure around.

A PPC specialist who is native in your target language will, under the supervision of your project manager, create a structure for your PPC campaign. They will create ad groups based on the keywords you provide, with approximately 10 keywords per ad group.

You will receive the PPC campaign structure in PDF or Excel format.

PDF and Excel