Companies looking to expand abroad should seriously consider internationalising their websites. But it is important to remember that this doesn't just stop with a 1:1 translation of the source language. Keywords for search engine optimisation (SEO) in particular are a prime example of content which cannot simply be translated word for word into a foreign language. Instead of a literal translation, this type of text has to be specially adapted to suit the specific features of the relevant target countries.
The different language versions of a website have to be specifically adapted to their target audience in terms of language and structure, but it's important to remember that the same also applies to the underlying search engine marketing. After all, this is the only way for companies to secure a high ranking in search results.
When it comes to translation services for websites and adapting search engine optimisation requirements to suit different countries, we always turn to qualified native speakers with a high level of SEO know-how. A team of specialised translators and SEO experts based in the target country work closely with the customer. In addition to localising the content, we also pay close attention to the keywords in SEO texts as user search habits vary significantly from one country and culture to the next. This is the only way to ensure that content will be found online.
“Googling” isn't global
Google might be the leading search engine across Europe, but this isn't necessarily the case the world over. In Russia, for example, Yandex is the engine of choice, whilst China favours Baidu, and Seznam comes out on top in the Czech Republic.
It is important to remember, then, that many of these search engines differ in terms of the criteria they use to rank their search results. It is also worth noting that even the search behaviour of users varies from country to country.
When it comes to translating websites and adapting search engine optimisation requirements to suit different countries, we always turn to qualified native speakers with a high level of SEO know-how. A team of specialised translators and SEO experts based in the target country work closely with the customer. In addition to localising the content, we also pay close attention to the keywords in SEO texts as user search habits vary significantly from one country and culture to the next. This is the only way to ensure that content will be found online.
MSEO - multilingual search engine optimisation
Transline has enhanced its range of services to include product “MSEO” – translation services relating specifically to multilingual search engine marketing. The aim here is to incorporate the specific cultural and demographic features of each target country around the world in the best possible way. Depending on their individual requirements, Transline customers have the ability to select from a range of services, which includes:
- Target language keyword analyses and searches
- Translation and adaptation of SEO texts
- Preparation of foreign-language AdWords campaigns and foreign-language typesetting for online advertising banners.
SEO translation: Our services at a glance
- Advice on how to internationalise your website
- Keyword translations
- Target language keyword search and keyword analysis
- SEO translations
- SEO optimisation of your existing foreign texts
- AdWords campaigns in foreign languages
Five tips for successful SEO in markets with different languages
Once a company has decided to expand into a new target market with a different language, it should consider the following pointers for its search engine marketing:
- Research which Internet search engines are preferred in the target countries. Many countries use other search engines – such as Bing, Yahoo or Yandex – rather than Google.
- Find out the criteria that users in these countries search for on the web.
- Make sure that your website has country-specific domains. These may refer to your company name or even your products and their names.
- Have the content of your website translated by qualified native speakers and ensure that it is localised to suit the specific features of both the target country and your company.
- Take particular care when translating keywords: instead of a literal translation of each word, consider cultural and historical factors associated with the target country.