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If a company operates internationally, multilingual search engine optimization increases its visibility in new markets. This type of search engine optimization or SEO works around the clock to boost search engine rankings in your selected countries, thus attracting new customers.
Below, we define SEO services for multilingual websites. We also cover its advantages and the distinction between international and multilingual search engine optimization services for the online marketplace. Please continue reading for more.
These localised SEO services involve developing a high quality SEO strategy for the different markets in other countries, combined with a high-quality translation of source material. This correct approach gives results that resonate with prospects in the new market, as it communicates with them in their own language and – importantly – without idiosyncrasies.
However, because languages are replete with cultural and grammatical differences, direct translations quickly lose the intended meaning – even if the source text was previously SEO-optimised. Quick fixes could result in page text that is difficult to read, meaningless or even contains unintended overtones.
Because nationals of different countries have distinct socio-economic and cultural attitudes, purchasing behaviour and online habits vary. For instance, Spanish search terms in the Iberian peninsula often differ from those in Central and South America, as do the corresponding search results (more below).
A helpful maxim is that the more localised an SEO campaign is, the more it will attract sales prospects. With more visitors, organic traffic increases and sales revenue should grow.
To achieve these aims, we recommend high quality SEO services.
Cross-border websites that use the same pages to address visitors from various countries but in the original language are candidates for international SEO techniques. In contrast, multilingual SEO creates new localised versions of web pages that tap into new markets and attract buyers who speak different languages.
When business income is at stake, SEO consultants and professional translators will ensure your multilingual website correctly addresses customers in their native language.
A fundamental limitation of automatic translators is their dependence on a set of rules without innate understanding. Human expression produces circumstances where these rules are irrelevant, so literal or word-for-word translations often contain flaws. Regardless of how quick robot translation sites like Simply Translate may be, these automatic tools often miss detecting finer shades of meaning.
In business, anecdotes abound about entrepreneurs discovering that using an automatic web-based translator produced comical or otherwise questionable results. The potential for error and lost business means that native language human input is strongly advisable.
As potential sales prospects read web content, they evaluate the business behind the page. Even a single word can have different meanings in different dialects and countries. In Mexico, for instance, one would never use the regular Castilian Spanish verb 'coger' to refer to catching a bus. At best, that mistake might cause a few smiles, wide eyes or embarrassed laughs – if not offence. Instead, the correct word is the verb 'tomar', i.e. to take or get a bus.
In summary, robot-based translations are error-prone and, in the long term, tend to cost more when unexpected errors turn prospects away. So instead, the best approach is to use professional translators and content writers who live in the target audience's culture. The resulting localised text will hit the right note.
In addition, search engines sometimes label automatically translated text as spam. Their algorithms, of course, penalise this negative scoring – with disastrous results on search results for the business concerned.
Yes, SEO is crucial for business growth. Moreover, it is a vital part of successful marketing, given that competition is intense. Getting a product or service offering to stand out can be a challenge, especially if your business is looking to expand overseas or cross national borders.
Some of the sectors which have profited from targeted SEO campaigns include:
Education and e-learning.
Finance, insurance and banking.
IT hardware, networks and software development.
Motor car and motorcycle sales.
Tourism and leisure.
Search engines comb through multilingual websites and apply the same evaluation and ranking principles as they do to sites written uniquely in English. Therefore, it is necessary to define the target audience – be it a broad or niche group – and carry out keyword research.
However, it is not enough to simply translate keywords. As well as linguistic excellence, international SEO services also demand technical skills such as link building and the expertise to balance:
Local search volume.
Strategy, i.e. the best mix of broad and long-tail keywords.
In all cases, we tailor the approach to the language, company and client profile to achieve optimal results.
Also, search engines usually prefer link building with local URLs, i.e. to websites in the same country instead of international pages. An effective SEO strategy deals with all the above points to boost organic traffic and attract prospects.
Yes, it does. Moreover, demand looks set to grow with media-rich content. We already include keywords when we apply SEO techniques to URLs, file names and image alternative text in the new language. Now, we can also improve search engine rankings for videos through carefully translated video landing pages, summaries, selected cross-links, transcripts and even subtitles where appropriate.
In multilingual settings, search engine optimization or SEO requires a native-level knowledge of the local native language. Using the proper techniques, we can enhance your search engine ranking for each version of your website and increase organic traffic.
Investment in SEO and localisation enables your business to target new markets much more effectively. To position your business for global growth, contact(-hyperlink) us today. Our SEO consultants will be delighted to discuss your localisation requirements and advise further.