Multilingual businesses can achieve significant online success and improved SEO performance with the right strategy. However, a common mistake many companies make when targeting international markets is to rush through their SEO efforts.
While using AI translation might seem like a quick and cost-effective way to translate your website, SEO strategies that perform well in one language or region may fall short in another when relying solely on such translations.
For instance, Google Translate, a widely used AI translation tool, has been reported to have an accuracy rate of around 85%, according to recent studies.
The real problem isn’t just the 15% error margin that can make your content appear unprofessional; it’s that Google Translate fails to consider critical ranking factors, local keywords, expressions, and all the other nuances that influence a webpage’s searchability.
I can almost hear you asking, “So, what other options do we have?”
The information that follows should help answer some of your questions.
AI Translations, SEO Translations, and SEO Localisations
What’s the difference?
AI Translations
As mentioned earlier, AI translations involve machine-driven language conversion that often overlooks context, accuracy, and SEO results. However, this isn’t the only option if you’re aiming to achieve your SEO objectives in different languages.
SEO Translations
Professional SEO translation, particularly for websites, involves translating content with the expertise of a translator well-versed in SEO strategies.
This process goes beyond simply translating text; it involves optimising content for search success in the target language. Rather than sticking to a literal translation, the focus is on conveying the intended meaning. In some cases, alternative words or phrases are used if they are more effective as keywords, title tags, or other SEO elements in the new language.
SEO Localisation
The most comprehensive approach is complete SEO localisation, beyond standard translation and SEO optimisation.
Localisation involves tailoring content for SEO benefits and to resonate deeply with the target audience. This means adapting the content on a cultural level, making it feel like it was originally written for that specific audience, speaking directly to them.
This approach removes or modifies cultural references, metaphors, or wordplay that might be confusing or misunderstood in another culture, replacing them with equivalents that align with the target market’s context.
The primary goal is to keep readers engaged, with SEO optimisation being an added benefit rather than the main focus.
The ideal strategy for multilingual businesses entering a foreign market would include SEO translation and localisation to achieve the best possible results.
Why are SEO Translations Important?
SEO is all about satisfying Google’s algorithm to secure higher rankings in search results. Key ranking factors include elements like ‘Keywords in Meta Title Tags’ and ‘User Engagement’.
When targeting a local audience that speaks a different language, adjusting your keywords, writing style, and cultural references, as previously discussed, can have a significant impact.
This approach attracts users who are searching for products or services using keywords in their own language, while also keeping them engaged with content that feels relevant and relatable to them.
At the same time, you’ll be meeting Google’s criteria, ultimately boosting your search rankings in that specific market.
This is why SEO translations are essential for multilingual businesses looking to expand their reach.
Copywriting Tips For Entering International Markets
Research Your Audience
Understanding your target market is crucial when promoting products and services. For instance, if your audience is older and less tech-savvy, use simpler language that’s easy to understand.
Consider how the culture responds to sales tactics—do they prefer a direct approach, or are they more receptive to subtle messaging?
These are vital factors to research for a successful strategy.
Keep Sentences Short
Most readers don’t have the patience for lengthy, complex explanations. In today’s fast-paced digital world, attention spans are shorter. Aim for concise, clear sentences. If you can’t recall how a sentence began by the time you reach the end, it’s too long!
Use Active Voice
Writing in the active voice means focusing on the subject performing the action. For example, “John wrote the blog” instead of “The blog was written by John.”
This simple technique makes your content more dynamic and engaging while making it easier for non-native speakers to understand, ensuring your message is effectively communicated.
Conduct Keyword Research in Your Target Language
A keyword that works well in English may not be as effective when directly translated into another language. To maximise SEO benefits, research and optimise keywords specifically for your target language.
Avoid Relying on Direct Translations
There are countless cases where direct translations have gone awry. Remember that literal translations may not always make sense or convey the intended meaning. Don’t hesitate to adjust your messaging to ensure clarity and resonance with your audience.
What’s holding you back?
Entering a new market is always time-consuming, especially when it involves a different language.
Some of the most successful global companies are multilingual, and effective SEO is key to the success or failure of any online business.
We recommend immediately implementing these tips – whether leveraging marketing translation services or honing your copywriting skills.
Start today and set yourself up for success!
