Globalisation as well as the recent developments in technology (e.g. fast internet and mobile) pushed business owners into rethinking their online marketing strategies. Nowadays, a growing number of companies have realised the true potential which lies in a multilingual and international SEO campaigns. In fact, over 20% of UK based customers regularly purchase goods and services online from businesses based in other countries. As you can see, the potential which comes with the cross-border online trading is truly astonishing.
Is Language Translation Necessary?
Whether your company intends to increase sales by targeting international markets or your products already attract overseas customers, a multi-language website would not only allow them to navigate with ease, but it would also convey a professional image of your business. According to this research, online customers prefer to read information in their native language with majority of them declaring that they are also more likely to commit to buying if they are able to read information about product/service in their native language.
Building a multilingual website can help your business to expand and gain foreign customers, but the task of translating and localising your content can in fact be very challenging. In many cases, knowledge of the target language is just the first of many factors which may affect the quality of your translation. According to a Translation Agency Language Reach, localising your content is yet another key issue to tackle when translating your website and expanding into international markets.
What Is Localisation?
Localising your content can be truly beneficial in terms of your international SEO campaign. Understanding the small differences between not only languages, but also cultures and customs across different counties can definitely greatly improve your search visibility. In a number of countries and languages, the cultural as well as colloquial variances can determine whether customers will be able to find your website online. A great example of a situation where professional translation and localisation services make the difference to an SEO campaign, could be a campaign targeting German or Polish market by a company based in the UK. In United Kingdom, people would naturally search for ‘Translation Agency’, whilst in Germany and Poland – ‘Translation Office’ or ‘Translation bureau’ respectively. As you can see, if translated literally, this small variation can be the difference between success and failure of your multilingual SEO strategy. This can be especially true when preparing an initial keyword report.
How Can Translation Services Help My Campaign?
It doesn’t matter what language and market we target with our SEO efforts; a rule we have all heard of applies everywhere – content is king. Therefore, publishing poor quality content can seriously damage your brand image as well as your website’s performance in the search engines.WhileGoogle guards their secrets rather closely, digital marketers today understand that user experience as well as high quality content both play a vital part in today’s SEO game. In order to ensure high quality of your material across different markets, perhaps the only solution is to work with a professional agency offering language conversion services. Translation companies take a vested interest in SEO to ensure that multi-lingual websites will rank in search engine listings. And there are several areas of expertise to consider.
As you can see, launching a multilingual SEO campaign which targets foreign markets is definitely easier said than done. There is a number of different factors which can affect the online success of your business. Nevertheless, one rule applies across all languages – content is king. Baring this in mind, again, the only solution is to work with an experienced agency specialising in translation services. Although this may be somewhat costly in the short-term, in the long run it’ll turn out to be a great investment.