Global SEO is the method used to target users of different languages who live in different countries. One of the most challenging things about translating web content is ensuring that search engines will index it so that web users can act on it. This is where keyword translation and localisation comes into the picture.
Keywords are the Core of SEO
As Global Search Engine Optimization (SEO) is the procedure used to adapt multilingual websites and their content for use by search engines so that even in different languages and countries the best visibility and rank can be achieved it is important to get keyword translations just right. Keywords have been seen as the core for search engine optimization and marketing for a long time. If the SEO administrator gets the keywords and their translations just right means that the SEO is focusing on the right targeted market in the first place. The keywords have to be researched and localized correctly so they fit the online content for the different languages. However, a problem exists because many webmasters and online marketers often believe that keyword translation and localisation are one and the same concept when they are not.
Keyword Translation Compared to Keyword Localization
Keyword translation is simply the process of translating keywords into another language. It is generally done as part of a translation project. It is basically completed for the benefit of readers and not search engines. Translating keywords can at times be difficult as reach country and its online users may use entirely different keywords when searching online even if the search term is the same. It may even happen with a language such as English-UK and English-US. For example, an online user will use auto when seeking a car in the USA while in the UK the word car is used. This means if a business wants to market car loans to both countries it cannot use the same search term..In the British market the word “Hols” is used frequently when searching for a holiday while the term vacation is used more by the US market. When marketing a product to the Spanish market coche is generally used for a car but in Argentina this means a “baby-stroller”.
With keyword localization it is the translating of online content to match a particular locale. A slogan or marketing message used in one language could be disastrous in another. The more accurate the keyword localization the better the search engine result will be because this is the word your likely customer actually uses when performing searches.
To be able to achieve great SEO localization results it requires three tasks to be completed which are a mixture of language localization, keyword localization and research for local keywords. In order to construct an appropriate list of multilingual keywords there are certain things that need to be completed.
- The keyword list needs to be professionally localized;
- The keyword list needs to match the locale using a combination of culture, language and geography;
- Undertake keyword research for the targeted online market taking into consideration local events and trends.
- Testing out the keywords so that they suit search engines.
Some Keyword Tools
There are some online tools available like Google Adwords Keywords Tools. This has advanced options for researching keywords by both language and country. A keyword term is entered and Google comes up with several suggestions for keywords. A second tool is called Google Insights for Search which has the capacity to research any trends in keyword search which have been over a period of time been demanded by your targeted countries. Word tracker Keyword assists owners of websites and search engine marketing professionals to identify suitable keywords and key phrases that appear to be relevant to the users business or clients. Google Trends helps to discover key trends and also compares numerous search terms
If you wish to compete effectively on the international market when marketing using the internet you have to be sure that your multilingual SEO (search engine optimization) and pay-per-click (PPC) campaigns are thoroughly optimized so they get favourable attention in search results in all markets and languages you have planned to target. It is not just keyword translations that are the answer but your multilingual websites should contain keywords and website content should consider the linguistic nuances and culture of your targeted global customers in the context of the local markets.
The benefits of keyword translations can be achieved as a strategy for engaging your customers so that you can transform terabytes of information into usable and manageable data for driving growth and sales using multilingual SEO, multilingual PPC and multilingual search engine marketing (SEM).