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Opening New Frontiers: SEO and Content

01-07-2021 01:54 PM CET | IT, New Media & Software

Press release from: SeoBrothers

Launching a website for a new locale is a common occurrence at any SEO-oriented company. It isn’t all that different from any other launch, with a notable exception of adaptation of your content for another language. In this press release, we will be talking about our experiences in creating content for different languages in terms of copywriting.

Translation or Writing: The Choice
When presented with a choice between writing new content for a new locale or translating appropriate parts of the existing texts, we usually choose writing. The reasons are numerous:

- direct translation can be incorrect for a particular set of circumstances;
- adaptation is not all that far away from creating of original content;
- we’d rather begin working with writers for this language sooner than later;
- from the SEO point of view original content should be better than the translated one

With this approach, you will still need services of a translator to work on a website, but the creative team will be coming together much sooner.

Managing the Copywriters
If you don’t have dedicated in-house copywriting, then you’ll have to either outsource your writing entirely, or to use translators for pre-written texts in your operating language. Outsourcing can be covered by agencies or by individuals on dedicated platforms similar to Upwork or Fiverr. However, even these simplistic approaches have their problems as you have to establish working relationships with the service provider.

This includes:
- establishing a communication channel;
- giving access to tasks;
- communicating the rules of engagement;
- checking the result;
- payment.

And, as practice shows, even with agencies miscommunication can happen during each step as even the first one sometimes fails due to dated information. So we will go over each point to provide you with the necessary context and our experience of dealing with the situation.

Tasks - even with detailed briefs - can easily be misunderstood. At one time, we’ve been giving extended briefs to try and avoid this, but then they became bloated to the point where contractors became overwhelmed, so we had to dial it back to normal sizes and hope that process will somehow go from there. Optimizing the access to the briefs has also proven to be a harder task than we initially thought. The “let me send you a file / create an order / provide a milestone” approach is easy enough to implement until you come to a point where you have to juggle tens of orders over an indeterminate amount of time. That’s why you should try and bring your content creators to a common denominator like Teamwork or Notion so that everything is in one manageable place.

When we speak of rules of engagement, we mean the general requirements along with voice and writing style choices that we prefer to follow at SeoBrothers. Whilst the style of each copywriter is different, they still have to follow a set of our rules to ensure that website’s articles are cohesive and on the level with each other.

Proofreading and fact-checking is also a very important part of the process. Just like with writers, you need to find the shortest way between an article and its proofreader. In an ideal world, proofreaders by themselves review the final draft and then all you have to deal with is publication. However, since we are launching the website in an theoretically unfamiliar language, we first need to make sure that the proofreader is up to this particular task. Which in turn creates a chain of proofreading tasks where you employ proofreaders to check other proofreaders in terms of their professionalism. And then the work begins. Proofreaders have to compare both the source language briefs and the target language end result to provide writers with valuable feedback. What’s more, they are checking the style of articles according to the guidelines.

The payment part is pretty self-explanatory. If you’re lucky, you get an invoice that can be then forwarded to your financial department. If you’re less lucky, and your copywriting or proofreading service provider doesn’t come from a dedicated platform, it can still be fine. If they want to get paid via third-party services like Paypal/ Payoneer etc., then you’ll have some hoops to jump through.

Managing copywriters from different parts of the world is not an easy task. And the more “industrial quantities” of writing you need, the harder the job becomes. At some point content managers are forced to improve their efficiency and effectiveness to not get drowned by the sheer volume of work. That’s why we try foresee the difficulties and use distinctive tools to streamline the process and make it as comfortable as possible.

About SeoBrothers
SeoBrothers is an international company with a multitude of SEO-oriented projects. The company’s websites collect hundreds of thousands of unique visitors on a monthly basis.

If you want to learn more about SeoBrothers, you can visit us at our Facebook: Twitter: and Telegram:

SIA "Seobrothers"
Duntes 23a, Riga, Latvia, lv-1005

SeoBrothers is an international company with a multitude of SEO-oriented projects. The company’s websites collect hundreds of thousands of unique visitors on a monthly basis.

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