Internet Marketing 101 for Translators and Translation Agencies and Companies
Internet Marketing 101 for Translators and Translation Agencies and Companies
Yahoo provides keyword suggestions to its pay-per-click (PPC) advertising subscribers. This tool helps PPC advertising subscribers determine which keywords will be most useful in their online advertising campaigns.
Although Google dominates the search engine realm, Yahoo's keyword suggestion tool produces results that should be proportional to what people are searching for with Google. The results may vary, but Yahoo's keyword search tool is a good starting point for determining what keywords would be of most use.
As of this writing, a search on the keyword "translation" in Yahoo's Overture Keyword Suggestion Tool generated the following sampling of results:
language translation
foreign language translation
translate
language translation service
german translation
document translation
language translation services
language translator
technical translation
chinese translation
translating
online translation
japanese translation
interpreter
business translation
german to english translation
russian translation
localization
web site localization
translating services
translating service
arabic translation
translation from english to spanish
language translation company
language services
english to german translation
interpretation
professional translation services
dutch translation
chinese to english translation
translation software
foreign language translation service
english to chinese translation
greek translation
foreign language translator
interpreting
foreign language translation services
spanish translator
translation service company
french translator
polish translation
translating language
software localization
korean translation
english to japanese translation
translate language
language translater
english to italian translation
spanish translation service
italian to english translation
language interpreter
foreign translation
multilingual
language translation web site
web localization
online language translation
swedish translation
language
localization services
freelance translator
danish translation
hebrew translation
swedish to english translation
document translation services
japanese to english translation
spanish translation services
web page translation
german translator
translator service
japanese translator
online translation service
english to russian translation
professional translator
legal translation service
interpreting services
translate web site
translation spanish to english
english to portuguese translation
italian translator
document translation service
online translator
english translator
translating foreign language
interpreter services
web site translation services
translation expert
translating company
english spanish online translation
orwegian translation
chinese translator
english to spanish translator
legal document translation
localization company
dutch to english translation
technical translation agency
language translation site
patent translation
legal translation services
translation in spanish
english to korean translation
Of course it becomes quickly obvious that searches occur on a number of variants. And, as in the last keyword string shown in the lists (i.e. "english to korean translation") there's not much point producing advertising copy for the web using that search string unless you actually have english to korean translation services to offer.
In fact, if your pay-per-click ads don't make any mention of english to korean translation, then it's unlikely that people doing a search on that keyword search string will click on your PPC ad.
One of the search string results reads "language translater". It's obviously a misspelling, but if you're offering services as a language translator, the n using that keyword string in your PPC advertisements may prove fruitful. Of course, it does beg the question: What is a "language translater" exactly? Is the prospect looking for a document translation service or for someone to do some language interpretation?
And that leads to the obvious follow-up question in terms of any PPC campaign that you would be setting up. Would your promotional or marketing objectives be well served by generating traffic from people who are searching on "language translater"?
There's also another phenomenon that is not factored into this kind of keyword search string list. A lot of internet searches are now being performed on a geographic basis, including searches related to translation services if my own experience is a guide.
If only to reinforce the substance of this trend. there's at least one publicly traded company that has acquired hundreds of thousands of geographic specific URLs aimed at capitalizing on the local search phenomenon. Though direct navigation searches, reportedly accounting for up to 30 percent of online searches are a whole different topic, they represent a substantive indicator of what is taking place in terms of web searching behavior.
But I digress... Using the top five search strings outlined above for illustration purposes, it would appear that the trend is towards searches that look something like what follows:
language translation New York
foreign language translation Washington
translate Toronto
language translation service Los Angeles
german translation San Francisco
or
LA language translation
YC foreign language translation
DC translate
language translation service Texas
California german translation
Of course, the search engines do give you the ability to regionalize to one extent or another where your PPC ads will appear. But the geographic scope of a PPC ad campaign can be further narrowed. What is clear (at least for the time being) is that wherever and whenever there are any searches being performed in this "localized" fashion, the cost of securing these keywords is a lot cheaper. So you should be looking into geographic specific searches to render your PPC advertising more cost-effective.
I've created a spreadsheet of translation keywords that I've become familiar with during the course of my research and online searches along with the number of times that each keyword or string of keywords has been searched on.
To give you an idea of what's in the spreadsheet, I've enclosed a couple of screenshots of the spreadsheet that can be viewed in this listing.
If you would like me to send you a copy of the spreadsheet, I would be pleased to share it with you any no charge. Just e-mail me via this listing by clicking on the "contact seller" link and I will gladly share it with you.
I've entered a link below that may give you access to the Yahoo Overture tool (via the pixelfast web site), though this access may or may not be "turned on" when you click the link. Yahoo appears to be conflicted on this score, in that its Overture tool has been turned on and off at times.
On the other hand, the Overture keyword generation tool is accessible to any one who subscribes to Yahoo's PPC online advertising program. And although Yahoo's search results have not generated the type of results that this writer's Google PPC advertising has produced, it has been worth the cost to subscribe.
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