Search Engine Optimisation, or SEO, helps websites become more visible to an online audience, pushing sites to the top of a search engine’s rankings. For example, if a user searched for a specific term that relates to a brand, good SEO allows the site to become of the said user’s first search results. Most brands that expand into new markets need their content translated. Without good SEO translation, unfortunately, their site may not be visible to their target audience.
Translation does not fit into SEO optimisation strategies since it doesn’t consider local keywords or how often the target audiences use appropriate keywords. However, transcreation does cater to both consumers and search engines.
In multilingual marketing, transcreation is vital for SEO. Transcreation materials on a webpage, including copy, images, symbols and colours can increase engagement and conversion rates in the local markets. Working together with a dedicated transcreation team, brands can create, test and optimise their digital communications, thus, improving metrics.
”Identifying the right keywords is crucial for SEO, and therefore, the source language keywords are vital for an effective global SEO strategy.”
Keyword transcreation is expensive, takes a lot of time and needs specialised staff. However, since websites in local markets are presumably optimised, global keyword research and transcreation work may be worth the effort as it raises a brand’s chances to be seen in online search.
Identifying the right keywords is crucial for SEO, and therefore, the source language keywords are vital for an effective global SEO strategy. So, before considering transcreating keywords from the source language, the original keywords must be correct and placed appropriately on the website.
Working with specialised partners is important in targeting languages. For example, there are multiple German-speaking locations, such as Switzerland, Austria and Germany. The term Handy is used in Germany in reference to smartphones, whereas the German-speaking residents of Switzerland say Natel. If an international SEO consultant is not within reach for a brand, local staff should be trained in SEO and keyword transcreation.
Some may argue that “SEO is dead”, but it’s clear to see that organic search can lead more traffic to sites and, in turn, provide a great return on investment. Sadly, there have been many instances of buying links, filling content with keywords and violating Google’s guidelines. But, when practiced fairly and correctly – i.e. adding SEO to the website’s structure – gaining awareness and building a presence in new marketing becomes that much more evident.