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English to Russian: New York Stock Exchange news report General field: Bus/Financial Detailed field: Finance (general)
Source text - English Just one day after the Federal Reserve decided to leave interest rates unchanged, stocks have shifted their attention over to key jobs figures and housing reports. This as jobless claims, the FHFA housing market index, and existing home sales all await.
USD is bearish.
EUR/USD is 0.41% higher at 1.1237
GBP/USD is 0.13% higher at 1.3054
USD/JPY is 0.34% higher at 100.7720
USD/CAD (Focus)
- The trend is bearish.
- The pair is capped by its declining 50-period and 20-period moving averages.
- The RSI shows downside momentum.
- Short position below 1.3125 with down targets at 1.299 & 1.293.
Precious metals are bullish.
- Gold is bullish.
- Gold shows further upside potential and is trading on the upside.
- Key support at 1,325.5.
- 50-period moving average is heading upward.
- The RSI is mixed to bullish.
- Long position above 1,325.5 with up targets at 1,339.75 & 1,343.
Silver is 0.97% higher at 19.93 a troy ounce
Translation - Russian В четверг утром, на следующий день после решения ФРС США оставить ставки на прежнем уровне, фьючерсы повышаются на фоне ожидания инвесторами данных по безработице, и продажи существующих домов. А также сегодня выйдет индекс жилищного рынка по данным Федерального агентства по финансированию жилищного строительства.
USD понижается относительно основных конкурентов.
Курс пары EUR/USD повышен на 0,41%, и составляет 1.1237.
GBP на 0,13% повышен относительно USD. Его стоимость - 1.3054.
Пара USD/JPY повышена на 0,34%. Курс пары составляет 100.7720.
В фокусе внимания у аналитиков из Trading Central сегодня пара USD/CAD. Пара отражает отрицательную тенденцию, и находится под давлением снисходящих скользящих средних за 20, и за 50 периодов. Линия сопротивления находится на уровне 1.3125, и ожидается дальнейшее понижение до отметок 1.2990, и 1.2930.
Ценные металлы повышаются.
Под золотом существует линия поддержки на уровне 1325.50, и ожидается повышение до отметок 1339.75, и 1343.
Серебро повышено на 0,97%, при стоимости унции в 19.93.
French to English: Opening passage from Emile Durkheim's "The Rules of Sociological Method" General field: Social Sciences Detailed field: Social Science, Sociology, Ethics, etc.
Source text - French Avant de chercher quelle est la méthode qui convient à l'étude des faits sociaux, il importe de savoir quels sont les faits que l'on appelle ainsi.
La question est d'autant plus nécessaire que l'on se sert de cette qualification sans beaucoup de précision. On l'emploie couramment pour désigner à peu près tous les phénomènes qui se passent à l'intérieur de la société, pour peu qu'ils présentent, avec une certaine généralité, quelque intérêt social. Mais, à ce compte, il n'y a, pour ainsi dire, pas d'événements humains qui ne puissent être appelés sociaux. Chaque individu boit, dort, mange, raisonne et la société a tout intérêt à ce que ces fonctions s'exercent régulièrement. Si donc ces faits étaient sociaux, la sociologie n'aurait pas d'objet qui lui fût propre, et son domaine se confondrait avec celui de la biologie et de la psychologie.
Mais en réalité, il y a dans toute société un groupe déterminé de phénomènes qui se distinguent par des caractères tranchés de ceux qu'étudient les autres sciences de la nature.
Translation - English Before searching for the best method of studying social facts, it is important first to know what we mean by that term.
This question is especially important because the term’s use is so imprecise: it is employed to denote all the phenomena that happen within society, as long as they present any small amount of social interest, no matter how general. Yet, this means that there is no human event that cannot be called social. Each individual drinks, sleeps, eats, and thinks; and it is in society’s interest that these functions are practiced regularly. Therefore, if all of these facts were social, then sociology would have no object of its own, and would entirely overlap with biology and psychology.
In reality, however, all societies have a group of phenomena whose characteristics distinguish them from those studied by other sciences.
Russian to English: Forbes article about an SEO pioneer General field: Tech/Engineering Detailed field: Computers: Systems, Networks
Source text - Russian http://www.forbes.ru/tehno-opinion/internet-i-telekommunikatsii/69942-rynok-vysokointellektualnyi-i-otkrytoi-voiny-na-nem
Translation - English “The market is highly intellectual, and there can be no open war on it.”
SeoPult leader Nikolay Evdokimov on how search engine optimization has turned from a rain dance, into a simple tool.
Forbes continues to publish interviews with well-known Russian Internet entrepreneurs and specialists. This time, we hear about the development of Internet marketing in the coming years, and about “smart autopilots” that help to save money on progress; about how to really sell SEO services and what they will turn into in the next few years; about how he began working with SEO, and about how much it cost to create SeoPult, from the SeoPult project’s leader, Nikolay Evdokimov.
You can hear the audio of the full interview on the “Runetologia” program’s site.
Maxim Spiridonov: At all the specialized Internet conferences I’ve been to over the last six or twelve months, whenever the topic turned to search engine optimization, the conclusion drawn about its future was, one way or another, always inauspicious, because of the active hijacking of the search by the main search engines; because of the introduction of an enormous amount of regional, and other settings, which affect the outcome. SEO in its purest form dies, and becomes a part of online marketing. Or, as it is fashionable to call it these days, digital marketing. Today, we discuss whether this is really true, as well as some other contiguous topics, with the leader of the SeoPult project; founder of the online holding company Unmedia, Nikolay Evdokimov. Nikolay, I’ll ask you this head-on: is SEO dying?
Nikolay Evdokimov: It’s hard to say one way or another with certainty. Yandex’s position on link-ranging has been heard at many conferences. This position is clear. But no matter how many times it’s been voiced, nothing in the market has changed. Introduction of the consideration of behavioral factors has had some kind of effect on the advancement of sites, but the market is not stagnant. It’s developing, and its momentum is accelerating. Right now, SEO companies and freelancers are orienting their services less toward the development of highly competitive requests, and are focusing on advancing simple requests, which you can get a lot of. It’s too early to say that SEO is dead and will become part of internet-marketing, because all of internet-marketing except SEO has no tools to work with. The market has essentially not created them yet. SEO and contextual advertising are the strongest parts of internet-marketing, while all the others are still in a seminal stage. You can divide marketing into two parts: attracting traffic by various means, and working with the audience through a site, that is working with conversion. We, in any case, are only speaking about the first part, that is attracting traffic. Where will the traffic come from, if not from search engines? While the search engine Yandex is on top, SEO will continue to exist.
Let’s talk about you. Are all your businesses connected to SEO?
To a large extent yes, but right now I’m working on some contextual advertising projects, in which we don’t go beyond those services.
Why did you go into SEO, and didn’t start building social networking projects? When you started working in Internet, they were already a hot trend. Why didn’t you do something with web development?
Initially, I had a company called “Content Laboratory,” and we wrote texts for offline (newspapers, magazines), and online. We came to understand that our clients’ needs go far beyond the text. Then we started making websites: we got a web studio that built sites based on templates, as well as its own programming, and then we realized that we need to expand into the advertising component, and started doing SEO. We started the holding company “Unmedia,” which provided SEO services. We had followed a logical path, that social networking was not a part of.
Are you going to get into complex marketing?
We have plans to enter that field with automated products. The plan for this year is to expand our contextual advertising module, but we see the inclusion of VKontakte and Facebook advertising as a goal within the immediate future following that.
How were you able to create so many new companies and projects?
We’re still uncovering new directions even now. Not all of them come to fruition, but the percentage of those that do is pretty high. The team is growing, and there are people coming onto the scene who can take us in new directions. I can’t keep it all in my head. The main thing is to have courage and speed; for everything else, help will materialize.
Do you make a lot of money, so you can afford to invest with high risk? Or are you just so rabidly courageous and driven to create new projects? Where are you coming from, in creating such a huge number of projects, including side-projects in alternate areas?
Our key area is automating advertising on the Internet, and all of our main directions are concentrated around this. What allows us to do a lot of projects is that we have achieved a lot within ourselves, and we understand how a project needs to look, how it needs to work, and how to monetize and advertise it. This pool of knowledge allows us to release a fair amount of projects, all affixed to the main stem concept.
Do they arise one after the other following a logical chain? Out of necessity?
Of course. Projects are very interdependent. Given SeoPult, which existed on the link exchanges Sape and LinkFeed, it made sense to create our own link exchanges. First we gain momentum, then we learn to monetize it - all our projects are built on this principle, and one project gives rise to another. We don’t have any projects that are way out there. We have SeoPult.tv, and the training center CyberMarketing, but these are there for the most part to maintain loyalty to the system, and attract an audience. They are the channel through which we market to our own audience. These projects don’t stand on their own, as they don’t have a profit model.
The market of programming mechanisms around SEO, like Sape and SeoPult, is pretty closed. It’s unclear what kind of income and revenue there is there, but there are rumors that there is a great deal of money being made. Is that true?
Yes, although it depends on what you compare it to.
There are standard ways of evaluating whether a project will bring returns. If each ruble invested returns five, then that’s a lot. Even two is good...
If you take the cost of developing a system and the cost of marketing in terms of investment, and compare it to the profit made, then you’re talking tens of thousands percent.
Is SeoPult the heart of the Unmedia holding company?
Yes, SeoPult is the main product, and all the other products are related to it in some way.
Does most of the revenue come from it? Is it the sponsor of the internal startups?
Generally speaking yes, but we have the link exchanges TrustLink and BuyPost, which generate profit on an equal par with that of SeoPult.
How much profit do you make, if you don’t mind me asking? Are there tens of millions of dollars a year?
Yes, we make tens of millions of dollars a year.
Is there any information on your competition? Are you in the top three? The top five?
We are the first.
Among similar mechanisms?
If you want to talk about similar mechanisms, then we occupy 90% of the market, while all of our competitors put together occupy 10%.
So you’re the first among those working with search engines?
Yes, among those working in the SEO field.
Even against the titans who appeared before you? “Ashmanov and Partners” for example?
Yes.
Where do you get this information? It’s not like they reveal their accounts either.
I have an approximate understanding. There is no doubt that we have huge revenue and income.
Starting from nothing, in five years you have come to lead the market. How did this happen?
It’s just that we were the first to find such an interesting niche. Before our arrival, the SEO market was a black box. It was the closed nature of the technology that kept all the companies afloat. The client had a very hazy understanding of what exactly SEO is. The whole business was based on smoke and mirrors and rain dances, but by offering its users SeoPult, we made SEO transparent, and turned it into a simple and clear tool. Then, the users began to flow in: the SEO companies’ clients, and the SEO companies themselves, who started using our automations and cutting out their own optimization departments. You need optimization to advance sites - you can’t do without it. No end user, no small SEO company, and no freelancer can afford to write this programming themselves. This is a very expensive proposition in terms of programming. So, in exchange for a small commission, we gave them a tool that made their business more effective.
How much did it cost to create SeoPult?
The cost of developing the system up to its launch was two people’s salaries for six months. In other words, we were able to do it for a million rubles.
Why didn’t “Ashmanov and Partners, of Bdbd do similarly?
They’re afraid to destabilize the market.
Why weren’t you afraid?
That’s the only way to achieve absolute victory.
So you had nothing to lose, while they already had a firm stand on the market, their rain dances were already well-oiled, rehearsed, and presented to the client?
I wouldn’t say that. In terms of revenue and number of clients, Unmedia, which provided SEO services, was confidently in the top five leaders in the field.
You’re talking about 2009, when SeoPult was started?
Yes. We were in constant contact with our colleagues, always comparing whose was bigger. We understood very well what the market really needed. We weren’t afraid to give it our all, and see what happened. Yes, we rocked the boat of our own client-oriented business by releasing this product, but we also moved the whole market over with us.
How many clients does SeoPult have today?
Over 100,000.
How will it develop? Does it need all the advertising that’s currently being actively peddled at all the conferences, and for whose sake iTV was created? First, tell us about the direction of development.
As far as development in 2011, at the present moment we have launched two serious functions: The first is a service called “Personal manager” (it brings our system closer to the service provided by an SEO company). We now provide a personal manager, who will be in charge of a specific site, make all the recommendations, communicate with clients, etc.
And the client can watch the whole “rain dance” procedure?
Yes. Up until now, what made us different from SEO companies, is that we didn’t have an individualized approach to the client - we didn’t have a person who is in the saddle with you, and who’s helping you optimize your site’s internal content, and solving marketing problems for you. Now we’ve introduced this service, and our offer is no longer any different from that of any SEO company. The second [serious function launched in 2011] is a contextual advertising module, which is currently rapidly gaining momentum. Our clients use it, so we keep developing it. Right now it’s in beta-testing, of course, and it’s a working version that’s accessible to everyone. We’re also planning to develop a module of traffic advancement in 2011 - a way to advance a site with an enormous number of requests (5,000 - 10,000). We’ve come up with some smart auto-pilots that are connected to the site’s statistics, and determine the efficacy of advancement along this or that request, from a conversion point of view. This is a very convenient thing that saves us money on advancement, because the effect of advancement on a large number of low-frequency requests is incomparably higher than the effect of advancement on five high-frequency requests. We will also release an agency module - a whole set of agency functions: a small CRM system, a contract constructor, a commercial offer constructor, an accounting system, an access rights sharing system, so that account managers and sales managers can work with it. This will make the system more attractive to agencies. We’ve started a course in our “CyberMarketing” training center, where we’ll teach people how to sell SEO. It’s not exactly a franchise, but it’s not a functioning module either. There will be a training program, as well as a system that will allow SEO companies to make more money. We’ve gotten rid of the focus on professionals who are deeply entrenched in SEO, and over the last year we’ve developed professional rhythms. Now, we’re about to get a filter cascading system. SeoPult is turning into an open platform for site advancement, where each little thing can be fine-tuned within the system.
Was the way SeoPult was accepted by the market a surprise for you? Did you think it was going to make such enormous amounts of money?
It’s hard to say. Between us we always planned our income, and talked through what we can achieve. When we started and realized that people had begun using the product, and that they’re investing money in advancing their own sites, we projected that we could reach $1 mln a month in six months, but that it would be hard. We did reach $1 mln a month in the first six months, and all our other predictions came true as well. Everything turned out quite alright.
Who put together such an accurate prediction? Maybe he ought to be told that you should reach a billion dollars a month?
No, unfortunately, that’s impossible. We thought about it together back then, that theoretically it was possible. In 2010 there was huge growth, but now it’s died down a little bit because saturation is setting in. But, at the same time, we’re growing.
At the last RIF+KIB [Russian Internet Forum], the Russian SEO market was valued at 7.6 bln rubles. What part of that is yours?
What’s that in dollars?
About $400 mln.
Then considerably more than 10% [is ours].
Why did you need non-standard advancement methods, like SeoPult.tv, and its child iTV? Isn’t that too expensive?
SeoPult.tv wasn’t all that expensive, and it was somewhat useful. There’s a number of set ways we work with our audience: there’s initial informing, increasing of loyalty - all standard procedures. We achieve this by mailings, whose circulation is currently already 250,000. It takes place every week. SeoPult.tv enjoyed a certain popularity, and we’re currently working on bringing it back. Programming started this week, now we’re going to redesign it. It’s going to launch again, and everything will be great.
Why did you close it?
We were concentrating on iTV, but with iTV we had trouble focusing in on our segment of the market. As a project, it’s meant for too wide a spectrum of audience. It takes a great deal of effort to realize our goals there, because it’s media and entertainment television, whereas what we need is to be oriented toward business, within the SEO market, SMM, and contextual advertising. All of this fits under the category of increasing loyalty.
Will iTV stay?
Yes, of course.
So you intend to carry the burden of two television channels, creating high-quality programming without receiving any dividends from it? You don’t make anything on that, do you?
I don’t make anything at all. SeoPult.tv and our training center are our gifts to the market. I think it’s important to perform some kind of social function.
How long do you think this function will last? So iTV is your gift to the market. Do you invest money in things that don’t directly advance SeoPult?
Yes. I’d like to say right away that SeoPult.tv and the training center “CyberMarketing,” which has already trained more than 10,000 people, are our products, which we have made, and which we really are giving away on behalf of ourselves. As for iTV, it was made in collaboration (50:50) by two companies - SeoPult and Sape.
Let’s come back to the structure of your holding company. Does Unmedia belong solely to you, or do you have partners with large amounts of shares?
Of course there are. The company belongs to three people: me, Igor Artemenko, with whom we created the company, and Pavel Yushkevich - the main developer of the SeoPult system. We each own equal shares, and it’s been this way from the moment we opened.
How did you manage to put together a holding company so quickly and solidly, given that there were different companies? I understand that they all grew out of each other, but any growth demands certain managerial efforts, skills, experience in molding startups into an organized, cohesive and effectively functioning structure.
The backbone of Unmedia Holding was precisely the company Unmedia. It was a big SEO company, one of the top five. The other companies that developed around it - a copywriting studio, a web design studio - were additions that offered a complex [of services] to our clients. Unmedia generated most of the income. When SeoPult came on the scene, it took the place of that backbone. All of Unmedia Holding, as a structure that promotes websites, turned into a testing platform for the SeoPult system, and became one of the most loyal clients - the right kind of client - with extremely good feedback. Link exchanges and channels of influence (SeoPult.tv and CyberMarketing) grew up around SeoPult.
How many people currently work in the holding company?
A little over 100.
Including SeoPult.tv and iTV?
Yes. About 110.
Is delegating within expanding structures a problem for you? Or is it a skill?
It’s definitely a skill. Right now, I understand very well how to start any project within the structure we have. It sits atop an existing organizational structure, as far as facilitation and marketing goes. I have a department, which I head - the Analysis (Expert) Department. The guys in it design things, and study algorithms, alongside me. The biggest number of small project leaders have come out of this department. We have a personnel forge, and overarching principles and help any project to work.
What tricks do you use in training? Do you sit them down in a lecture hall, or do you teach by example and by feedback as you go?
This is a pretty interesting process. Everyone who comes to us starts with an interface design. When the interface is being designed, a full picture of the product they are creating arises in their heads. As soon as the understanding of the product has formed, they can start to lead something little by little. They all jump right in pretty fast, but first they go through a process of profoundly understanding what it is that they’re doing.
First they acquire the functions and skills of marketers, then they delve into the heart of things, and then take on executive functions?
Yes. Between these two steps, they are in charge of financing, because a project leader needs to understand everything from top to bottom - from accounting and finances, to interface and external advertising, which is essential for the project to succeed.
Let’s talk about SEO in general. What do you think its development will look like? What’s the market like today, and where is it going?
If we’re talking about SEO companies and freelancers who make money in this field, then the SEO services market needs to go in the direction of marketing. The understanding of marketing that an SEO specialist needs to project cannot be automated. You have to put effort into working on the client’s site; to look to the client. As far as the automated systems market, you have to go in the direction of developing as many advertising methods as possible, and automate them. Which is what we’re doing. If we see that the advertising method is beginning to gain momentum, grow in volume, and it has points of contact for automation, then we integrate it. At the end of the day, we want to turn into a system where you can control everything from one interface, and where there will be a single system of analysis, and of evaluating the efficacy of advertising investments.
So, something similar to that with which the system Efficient Frontier recently debuted on the Russian market?
Efficient Frontier is a contextual advertising module, which is currently not adapted to Yandex. I read an article about this system on Seonews, and watched their presentation. Their level of automation is seriously inferior to what we’ve just done in contextual advertising modules. Their presentation is better, and we’ve gotten a lot of ideas from them, about how to present our own system.
I went to the presentation of this system, conducted by iSystem, and I found what they presented curious. They were presenting a system that has existed on the Western market for a long time, and which is more than a billion-dollar industry. It allows one to pretty effectively control contextual advertising, and achieve a lower click price, a larger number of target audience visits, and so on. But yours is better?
No question about it. The thing is, the algorithm being used in Efficient Frontier is a common entry choice table. This principle is at the heart of what we’ve made, but aside from that, we have a lot of additional possibilities, plus very serious localization. I think our product is currently incomparably better, and it will only get even better from here.
By localization you mean that Yandex.direct is integrated in yours?
No, just that we really understand the nuances of the Russian market. We have sector policies that are directly linked to the Russian consumer. Naturally, they [Efficient Frontier] will integrate Yandex.direct. At the same time, we will integrate AdWords.
It’s not yet integrated in yours?
No, right now it’s in the closed testing stage.
When do you expect to launch it? This is important to many people.
I can’t state an exact date. I think in two or three months we’ll launch it (that’s a conservative estimate). I can’t name dates that are sooner, because when you integrate a system, a huge number of complications always arise.
I spoke about this in Maria Chernitskaya’s program from iContext. It would be beautiful if there was a mechanism in which you could enter key words, phrases, and expressions, and receive additional recommendations from the system, and, by pressing a button, you could monitor the behavior and expenditures of each separate phrase or word - both in context, and in search optimization. For example, if a word arises in the search output, then the system automatically takes down the contextual advertisement. Is that right?
Yes, of course. We’ve done all of this. The system recommends which word is better to advance in contextual advertising, and which one in search advancement. It analyzes the site users’ behavior by itself, evaluates efficacy, and makes a decision to turn on this or that method of advancement for a given request.
Does it calculate the investment return? How much each client is worth, from each channel?
We’ve opened a system that calculates the client’s worth, which, for now, is only for a small circle of users. It evaluates the efficacy of one method or the other. I hope this will soon be available to all users.
Are you planning on integrating both contextual and targeted advertising in social networks?
Targeted advertising is our next step.
What about media advertising?
The media advertising market works a little differently. We don’t yet know what to do with it, and what can be automated there.
What do you see in the future of targeted advertising in social networks? Is this interesting to you?
Of course it’s interesting. We’ve refocused our energies on this. Right now we’re alpha-testing the integration of AdWords, and energetically looking into integrating Facebook and VKontakte. This will take place within this year. Then, we’ll look at what facets to develop: either media advertising, or maybe something else will arise. At the end of the day, the goal is to bring together all advertising methods, and come up with a single analytical tool that will allow us to evaluate the efficacy of one method against another.
How do your competitors feel about you? Particularly, the traditional SEO companies that you forced to move over, and direct competitors?
As far as SEO companies are concerned, I think they have a healthy attitude about me. Many new SEO companies learned what they know at my seminars, and there’s no direct confrontation. Many SEO companies are our users; at first they comprised 100% of our users, then end-users started coming to us. As for similar systems, we’re friendly, we communicate. I haven’t noticed any negativity.
So there are no confrontations, and your exploding of the market hasn’t made you a persona non-grata?
No, it hasn’t. We have normal relations with companies who offer similar services. The market is highly intellectual, and there can be no open war on it.
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I'm native in both Russian and English, with a very strong comfort level in both cultural environments. I have worked for over ten years not only as a translator and interpreter, but as a cultural mediator. This unique skill set allows me to be stylistically versatile, with a high level of nuance comprehension in both languages. My clients have included many high-profile celebrities, state officials, universities and well-known large corporations. I deliver quality product, always on time. I'm accustomed to working under conditions of confidentiality.
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