For your website to be successful in any country, the content of this website has to be unique, of top quality, up to date, relevant accessible to read/understand, and well structured.
When trying to infiltrate a new market, it is crucial to be aware of the changes you must adopt if you want your translated content to perform as well as your original content.
What is SEO?
This acronym stands for search engine optimization. An SEO is an action/activity that focuses on enhancing the traffic to your website from the search engines page without any paid advertisement.
What is SEO translation?
This is more than just translating your website’s content from one language to another; it is accommodating your website to rank high on a search engine. This involves knowing what people that speak a particular language search for and providing for it.
If your SEO translation is done correctly, your website will perform very well in this new region and will improve your website’s SEO rank.
In this article, we will be discussing the factors that affect translated content on your website and its ability to rank highly in the search engines page.
Timing affects how well your translated content ranks in search results. This is because if your original/primary website content is not performing well, there is little to no chance for the translated content to perform any better.
Creating a successful website requires a lot of resources, some key features that ensure that your site has a lot of traffic include:-
- quality/compelling content
- optimized keywords
- unique user experience
- excellent user interface
- Schema markup.
When you are assured you have a high ranking and excellent website in your original language, you can then start the project of translating the content of the site into another language.
If you want your translated content to perform well, you will have to pay special attention to your keyword research. Using relevant keywords that have a high search volume and low competition is vital.
For example, in the U.S., “pants” are used when searching for a piece of clothing while “trousers” are used by the British when searching for the same piece of clothing.
Factors like phrasing, units of measurements, and currencies vary with language; therefore, it is advised that you employ the services of credible translation agencies like The Word Point and sites like SEMrush, which helps you carry out google keyword research.
The website’s structure
The structure of your website plays a significant role in making sure the site has an online presence overseas. It has to be structured in such a way as to optimize your international website SEO.
There are four ways in which your website can be structured. These different structures have pros and cons. Deciding on the best structure is dependent on the geographical location you are trying to target. You should use a URL structure that makes your site easy to geotarget.
The structures include:
● ccTLDs -country code top-level domains
● gTLDs- generic top-level domains with subdomains
● gTLDs-generic top-level domains with subfolders
● URL parameters
ccTLDs(country code top-level domains) -This is the most used domain option for websites when expanding. This site structure is used when targeting a specific country, for example, using “.de” for your website in German. Germans are more likely to click and go through a “.de” site than a “.com” site. When using this site structure, the location of the server is also irrelevant.
One of the disadvantages of choosing this site structure is that it requires more infrastructure and is expensive to set up. You will have to build your website from the ground up because there is no sharing of link authority from the parent domain.
gTLDs (generic Top-level domains with subdomains) -This site structure offers many advantages. It is not very cost-intensive and is easy to set up; it also allows for servers to be located in different countries. You can link build because it will enable some level of sharing of the authority with the main domain, which will help boost your SEO ranking.
The downside to using this site structure is that users might not identify/recognize geotargeting from the URL alone. An example of this is “fr.example.com” for French speakers.
gTLDs-generic top-level domains with sub folders- The shared link authority is the main benefit of using this site structure, which helps the ranking of your new website. It is also easy to set up and requires low maintenance.
The downside to using this for your site structure is that users may not recognize geotargeting from the URL alone, thereby hindering the trust users will have for your site affecting your click-through rate. The location signal is also weaker when compared to ccTLD and sub-domain structure. An example of this is ‘example.com/de/ ‘ for a German audience.
URL parameters- this option is not recommended by Google. It offers very limited benefits when compared to the other three and a lot of disadvantages, such as the inability for users to recognize geotargeting from the URL alone, building low trust.
This is one of the fastest ways to make your new website rank highly on a search engine page. Depending on the website structure you decide to use, you can easily link your primary websites to this new website, if not, you can try and get credible websites, journalist and blogs in countries/markets where you are trying to infiltrate to link your website is vital if you want to improve your website’s SEO.
Creating a great quality infographic with the help of a good graphic designer is one of the ways you can approach high ranking websites in order for them to link your website.
You can also offer to write unique content for this top ranking site and link your website, which will help boost your website’s SEO ranking in this new region.
If you are translating content for regions like Russia or China, optimizing your new website to rank high on google will be a waste of time. You have to do your research for each geographical location and optimize your website to rank high on the most widely used search engine. Yandex for Russia is what google is to the USA.
Building trust with an international audience is key if you want your website’s SEO to perform well. Content translation is one of the best ways to reach a different type of audience and expand your reach. SEO offers immense benefits to marketers.