How Top Translators SEO Multilingual Content
Google might be the world’s leading search engine, but it is by no means the only one. In China, for instance, Baidu is the leading search engine, in South Korea it’s Naver, in Russia it’s Yandex, while in Japan, Yahoo! Japan is giving Google strong competition. In this article, LINGUIST looks at how digitally savvy translators navigate the nuances of search engine optimization (SEO) when translating website content.
Just because an English speaking person searches for a hotel using the search term “luxury accommodation” doesn’t mean a Russian speaker will use the direct translation of “Luxury accommodation” too – there are nuances, and that gives a very different search result.
Yandex explains that simply translating a list of English key words does not deliver the best results for the Client, and they offer tools for translators that make helpful translation suggestions. Yandex’s suggestions take into account colloquialisms, slang, and other country- or region-specific words or phrases. Google offers similar tools.
Translators can also use digital tools like SERP’s Keyword Rank checker which enables translators to understand which words or phrases are generating which search results. The results of a key word rank checker can also be tailored by domain, location, and even device, yielding valuable insight on how a particular market is looking for products and services.
Another thing to consider – and an important factor that boosts SEO – are local buzz words, both in the business world and among the general public. Creativity and marketing savvy are important here: translators are, after all, selling to a defined market, and the translated text needs to sound both relevant and fresh, something that ‘talks their language.’
Rarely are the best SEO key words for translated websites the result of direct word-for-word translation. Rather, they are a product of thorough familiarity with the brand, knowledge of what’s current in both the local language and culture, and sufficient research on key word rankings. The result of all this is a website that looks, feels and ‘talks’ local, just as though it was developed in the target language from the start.
Market savvy Clients are increasingly asking what digital skills and knowledge translators have, so that they can secure the required translation “added value” to their marketing spend. Translators not tuned in to digital advances stand to lose out to the translators that apply these emerging techniques to their website content translation process.
MYL is a market leader in website translation. In 3Q 2017 MYL launched www.TranslateWebsites.com, a website dedicated to translating website content.
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