Why should I choose an SEO friendly translation for my website ?
The European Commission carried out a survey and found out that 90% of web users prefer navigating on the Internet in their own language. This is the reason why you made the good decision to translate your website. However, is a simple translation enough to reach them? Are you planning on asking your translation agency for an SEO friendly translation for better results?
Translation has no secret for you anymore. But, what do you know about the localization process? In a nutshell, if you are targeting clients in Latin America rather than in Spain, you would be more efficient if you “localize” the vocabulary and use Argentinian, Chilean, or Colombian words and expressions instead of the Spanish from Spain. For instance, imagine you are a large car maker, then you are selling “coches” to Spaniards, “autos” to Argentinians and “carros” to Colombians and Mexicans.
… once the vocabulary is localized, identify the keywords used the most by your target audience …
While localization is indispensable if you want to adapt your website to the local market, it is also essential to determine the keywords your prospects use in their searches. This is what we call the step of Search Engine Optimization (SEO).
What keywords do your prospects use when they are doing research on Google, especially in your business field? Do they have a specific way to express themselves? Is your translator familiar with those expressions?
For example, your company wants to translate its website into Spanish. Then, it is crucial to know that Spaniards use the word “empresa” 8 times more frequently than the word “compañia” when they are looking for a service provider in Google. Otherwise, you’re likely to miss out on a lot of potential customers. Indeed, Google will optimize your website based on the vocabulary you use; and you might not appear in the results for a search for “empresa” if you referred to your company as a “compañia” instead of a “empresa”.
On the other hand, if you use the same keywords as your prospects, then you have more chances to appear in the top results of Google. If you localized your website, but neglected this fundamental SEO step, Google will not index your website based on the main keywords used by your prospects, and they have very few chances to find you straight away, if at all.
… and optimize your entire website
Once your website is translated and localized, it is important to look for the keywords in order to optimize it by using title tags, meta descriptions, header tags, etc., that are as accurate as possible. If you want to go the extra mile, you can do a comprehensive keyword research to have a detailed analysis of the market. By doing so, you will know what are the sectors most looked for by your prospects, and you will be able to identify those in which you are not active yet. In other words, it is the perfect way to redefine the objectives of your company!
Before entrusting a language services provider with the translation of your website, make sure that they master multilingual SEO. The easiest way to be sure is to ask your translation agency: Are you fluent in Google?