Localizing the Website and SEO

It is important to ask a few questions like;

  • You want to translate the website in any other language.
  • You want the translated website to be searched by the target audiences.
  • You want the target audience to be as per desired business.

You will be needing a couple of things to do the needful that are;

  • Localizing your website
  • Optimize it for the search engines

This is the reason we are here by emphasizing on the localization and SEO. The translator has to deal with the very first part of translation job in localization while the marketing department of the company has to deal later.

The company does not have any information regarding the updating of the web content, it might be in another language.  However, the content quality decides the success factor of the website and the company in any new market, so the website has got great importance in this respect. The reason behind is as simple as that, if a person is required to buy something, he prefers surfing it on the internet by typing its name on the google search engine or any other  and mostly prefers the very first result that has been displayed.

If a company is having a business in the services, i.e. facilities, and they are going to localize the website into Italian language. They will not translate ‘attrezzature’ but will go for ‘strutture’ and nobody will be able to find them. Although both are accurate if we look at it from a linguistic perspective. But the second word is rather better and the right one for getting searched.

This is in fact an element of the SEO (Search Engine Optimization) to research the keyword that is integrated in the website, by making it easier to get found by the internet surfer. The direct translations of the websites do not include the searching terms that are regularly being used, this does not mean that the audience will not understand it, but in this case the website will have very little traffic as it will fail to appear in the search engine. So we can rightly say that if the business is producing the translation that just sticks to the original is just not enough. The keyword in this case is not getting directly transferable in the target language from that of the source language.

Unfortunately, most of the companies are taking the localization as simple translation without even considering the optimization of the website. It may sometimes get them in a better position in the results of the search engine.

Localization of the website involves the translation, but it dimply does not end here. Here are the steps that are used to localize the website;

  • Conducting the target market researches.
  • Finding a specific terminology.
  • Finding the keywords that people are normally typing to search your product.
  • Including these in the keyword of the translation.
  • Using the method for translation of the static content of the website, instead producing a new content that has been written by the native speaker.
  • Finding the accurate meta tags for integrating it in the website.
  • Adapting the advertisement campaign to these local keywords.

Although all the above mentioned process seems to be complex rather than just relying on the google translate. But this is the reason behind the worldwide success of some companies.

 

1 Comment

  1. Sarah Wilsons says:

    I keep putting off learning SEO but it sounds as though it is an essential skill in this industry.

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