Search with Candour

Stop doing SEO translation, start doing SEO localization with Maria Scheibengraf

Listen Later

Maria Scheibengraf joins Jack Chambers-Ward to explain why localization is so important for your international SEO strategy.

Direct translation just doesn’t work for SEO. You need to take culture and nuance into account when it comes to your international SEO strategies.

Maria explains the common problems that many agencies and SEOs face with multilingual SEO and how to get SEO localization right.

Follow Maria Scheibengraf

  • Follow Maria on LinkedIn
  • Follow Crisol Translations

    • Resources

    • Maria's companion blog post
    • Book recommendation: The Culture Map by Erin Meyer
    • The Nike 'Am I a Bad Person? ad

      • Sponsors

      • Experience the evolution of SE Ranking
      • Start your 14-day free trial of Optmyzr
      • Book your personalised Optmyzr demo

        • Chapters

        • 00:00 Start
        • 00:00:34 Intro
        • 00:01:37 Sponsor: SE Ranking
        • 00:03:45 Sponsor: Optmyzr
        • 00:06:39 Welcome to the show Maria Scheibengraf
        • 00:08:06 Why is SEO localisation so important?
        • 00:11:00 The flawed workflow of SEO translation
        • 00:15:10 Direct translation doesn’t work
        • 00:16:21 Localisation is so much more than language
        • 00:20:33 Book recommendation: The Culture Map by Erin Meyer
        • 00:20:53 High context vs low context communication
        • 00:22:06 British humour vs American humor
        • 00:24:00 The importance of technical SEO in localisation
        • 00:27:25 Understand what devices your audience are using
        • 00:30:00 Common problems with SEO localisation
        • 00:36:35 Linguists should learn SEO skills
        • 00:40:30 When should SEO localisation be involved in the process?
        • 00:41:09 The ideal international SEO workflow
        • 00:44:35 How NOT to convince Germans to buy your products
        • 00:47:45 How to budget for SEO localisation
        • 00:49:20 Reuse resources to save time and money
        • 00:51:45 Reframe your unique selling points to different cultures
        • 00:54:05 Understanding cultural-coding
        • 00:55:32 Be mindful of your messaging in different cultures
        • 00:57:10 Marketing is still about evoking emotions in your audience
        • 00:58:00 Even emotions are culturally coded
        • 00:58:37 ‘Am I a bad person?’ Nike ad
        • 01:00:34 Individualistic vs collectivist cultures
        • 01:02:58 Search behaviour is becoming more conversational in English
        • 01:05:05 AI is not trained on minority languages
        • 01:06:58 Adapt your language to cultural standards
        • 01:08:12 Even small changes in language can make a big difference
        • 01:09:12 Don’t say ‘please’ in your Spanish content!
        • 01:10:51 How language changes through generations
        • 01:11:35 “De nada” means “it’s nothing” not “you’re welcome”
        • 01:13:49 Tiny errors can really change your messaging
        • 01:14:08 How to build trust with your audience
        • 01:15:40 Where to follow Maria Scheibengraf
        • 01:16:36 Outro
          • ...more
          View all episodesView all episodes
          Download on the App Store
          Search with CandourBy Candour
          • 4
          • 4
          • 4
          • 4
          • 4

          4

          4 ratings

          More shows like Search with Candour

          View all
          Niche Pursuits Podcast: Find Your Next "Niche" Business Idea! by Spencer Haws: NichePursuits.com

          Niche Pursuits Podcast: Find Your Next "Niche" Business Idea!

          192 Listeners

          EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer by Erin Sparks

          EDGE of the Web - The Best SEO Podcast for Today's Digital Marketer

          37 Listeners

          The Digital Marketing Podcast by Exposure Ninja by Tim Cameron-Kitchen

          The Digital Marketing Podcast by Exposure Ninja

          29 Listeners

          The Indicator from Planet Money by NPR

          The Indicator from Planet Money

          9,518 Listeners

          Naval by Naval

          Naval

          2,123 Listeners

          The Compound and Friends by The Compound

          The Compound and Friends

          2,111 Listeners

          My First Million by Hubspot Media

          My First Million

          2,653 Listeners

          The Global Story by BBC World Service

          The Global Story

          269 Listeners

          SEO in 2026 by Majestic.com

          SEO in 2026

          2 Listeners

          Ahrefs Podcast by Ahrefs Podcast

          Ahrefs Podcast

          8 Listeners