Why content localization for international SEO is critical for your success

Your international expansion plans are about to become a reality. You’ve had much success in the U.S., and are now expanding your Southwestern reach to include Mexico. Your product packaging and marketing material have been translated to Spanish. Does this mean you’re ready to make your entrance into Mexico? Not quite yet.

It’s one thing to get your product packaging and marketing content translated, but now you’ve got to consider how your new target audience will find you. To be successful in your new market, you need to be sure that you’re targeting your new online audience with laser focus.

Get the best online search results

Without a doubt, the best way to be found online is by ranking high on organic search engine results. Reaching this level of visibility requires that your website incorporates the specific language or languages being used by your target audience.

You can pay for a basic translation of your website copy. But, that in itself won’t give you the results you desire. Building your business in the new market requires that you have a deep understanding of your potential buyers.

Here’s a few questions to get you started:

• • How is your product researched?
  • Where is your product purchased?
  • How is your product referenced?
  • How is your product used?
  • What cultural sensitivities do you need to take into consideration?

You don’t want to fall short when it comes to optimizing your website for the country or countries you’re planning to enter. You need to ensure that search engines give your site a high ranking, and this is where the right translator will pay for itself in dividends. 

When searching for a language service provider (LSP) to help you localize search engine optimization (SEO) for your new market(s), you need to be sure that they have a thorough understanding of not only how to translate your website copy, but also keywords, title tags and descriptions. In a nutshell, they need to have experience with International SEO. 

Stand out by localizing your website copy

If you live in the U.S. you know that different regions have different names for a variety of things. For example, in Wisconsin, Rhode Island and Eastern Massachusetts the term ‘bubblers” is used, in the North and West they are referred to as “drinking fountains”, and everywhere else within the U.S. they are called “water fountains.” While all terms are correct and mean the same thing, local dialects refer to them in different ways.

Other languages have similar nuances. In order to avoid being buried within the deepest recesses of a search engine’s index, you need to have a solid understanding of these nuances. This knowledge will enable you to accurately incorporate the right terminology into your website copy, and use the keywords that will best attract your target audience.

Your professional translator will ensure that the copy is written for people first, and machines second. With that in mind, there are certain aspects of each webpage, piece of content, and your copy that must be taken into consideration to optimize  search engine results.

Here’s a few things to keep in mind while you’re working with your translator on your web copy for a new market.

1. Know which keywords to use

Keywords play an important role in how Google and other search engines index your pages. You want to use keywords that are used the most often, and the way to determine this is by using Google Keyword Planner to find what is searched for, and what’s most popular.

With a solid understanding of which keywords are being used to find your products, services and competitors, your translator can incorporate these words into your web copy.

2. Gain competitive advantage

It’s not just your website that triggers search engine optimization. You can take your SEO ranking to the next level by getting backlinks from high-quality websites.

As you enter a new market, take a look at where your competitors are marketing their businesses. Which websites are they targeting? How are they advertising their products? And, how can you differentiate yourself and your products?

The more you know about where your competition has an online  marketing presence, the better you’ll be able to make a positive impact in the new region and even capture some of their market share.

3. Include physical locations

People often focus their searches on the places closest to them. It’s only natural that they will start their search by looking for products, services and companies that are in their area.

As you complete your website social profiles, don’t forget to incorporate physical locations into your copy to show that you’re local. By doing this Google will bump you up on search engine results, making it easier for people to find your company and products.

Summary

By understanding your audience, their online hangout sites, and the terms they use to reference what you sell, you’ll be able to attract more traffic, grow your business and serve your customers better.

If you’d like to learn more about how BURG Translations helps you ensure high quality translations, contact us today.