Let Us Break It Down For You
Last week we announced that we are on to create a course about Website Localization Strategy for Marketers – don’t worry, it’s in the making. In this announcement, you can read about what we are cooking for you in details!
In the meanwhile, we decided to share with you the introduction to the lesson that the majority of our users find the most compelling – a lesson about Search Engine Optimization and Translation. Enjoy the teaser!
Section #1: How does Localization affect SEO?
Remember: localization is not always equal to translation! When you translate the content of your website, the content should be adapted to a local context. Since business is conducted in the language of your customers – a localized text will always bring you more hits.
In short, you become searchable through other languages via search engines. All of a sudden, instead of only being searchable via keywords like “cheapest electric cars”, the search engines will index your other localized content and show your company in the search results via keywords like “najjeftinija električna auta” (for Bosnian) and “die günstigste elektrische Autos” (for German).
In fact, even when targeting within an English speaking market, US English speakers might search for “cell phone” when looking for latest mobile device deals, while customers in Britain would search for “mobile”. People might refer to your products or services differently in different countries, or even regions within a country! Take your time to understand your audience – it will pay off.
Section #2: HTML considerations for even better SEO!
The most important content for search engine listings should be in HTML text format. Dot! It’s because images, Java applets and other non-text content are often ignored by search engine crawlers. The easiest way to ensure that the words and phrases on your website are visible to a search engine is to place them in the HTML text on the page.
Just as search engines need to see content in order to list pages in their massive keyword-based indexes, they also need to see links in order to find the content in the first place. A crawlable link structure— one that lets the crawlers browse the pathways of a website— is vital to them finding all of the pages on a website.
Another thing is keywords – these are a critical part of how people will find your business. When people search for a term related to your industry, the better that term is integrated into your website’s content, the higher you appear in a search engine’s ranking. And we both know – the higher, the better. Make sure that the keywords you want to rank for are prominently used in titles, text, and metadata!
Section #3: Continuous Translation vs. New Content as seen by Search Engines
Your website is a living entity! Every update you make to your website plays a part in the interaction with your visitors and search engines. A static website that hasn’t been updated with fresh content in a while can be viewed by many search engines as “dead”, with nothing new to offer.
In an ideal world, you would always want to have your translated version of the website be up-to-date with the source content because the more frequently you update your website with new content, the more often a search engine will stop by to visit your website. When a web search engine crawls your website more frequently, the more chance you get to achieve higher rankings in search results based on the content you provide.
Search engines use web crawlers (bots) which are simply programs that scan the internet for websites and index them based upon a number of factors that are determined by the search engine company. With each update to your website, the search engine takes notice and re-arranges your website’s ranking.
New Content = More Keywords; More Keywords = Better SEO
When you publish new content, you naturally present more opportunities for your website to contain more keywords. These are crucial high on the algorithm chart for search engine indexing and ranking. Now, think about not only optimizing the article with proper keywords but also about publishing this content in many languages!