Manufacture of plastics processing machines
worldwide
About the company:
The client is a global leader in the manufacture of plastics processing machines. With nine production plants in Europe, North America and Asia along with branch offices and agencies in more than 85 countries, the company maintains a global presence.
The challenge:
The existing web site is continually being updated and optimised for search engines. SEO keywords also need to be carefully researched in translated versions, and applied as they normally would be on target markets.
The solution:
Over the course of two joint workshops, a detailed procedure was defined; we also drew up guidelines on how often, and at which points, keywords should appear in the text. For each new text, the team from GORNIK translators for industry researches SEO keywords before implementing the guidelines precisely as part of the translation process. Immediately following this, translated texts and the researched SEO keywords are assigned for review to responsible staff members in the branch offices via a web platform. This means marketing employees in the target markets are involved as key stakeholders at a very early stage; they can easily offer feedback on keywords and formulations.
The results:
GORNIK translators take account of reviewer comments on keywords and formulations; only then are these transferred to texts in the content management system.. This is a procedure that saves time, expense and organisational effort internally. The GORNIK translators for industry team continually enters SEO keywords into its own term base; in this way the monitoring of SEO keywords becomes a part of tool-based quality assurance.
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