To increase online visibility, it’s important to consider both content and various technical aspects. But the most important thing of all is the text on your site. It needs to be regularly updated, unique and relevant. By using the right keywords, along with good headline and text structure, you can make sure your content is found by web users. And of course, this applies to all languages used on your website. However, a word of warning: simply translating a list of keywords rarely gives the desired results.
Visitors’ search behaviour is heavily influenced by cultural and linguistic factors. People in different countries also use different search engines. While Google is the most popular choice in Europe, in the USA Bing and Yahoo also have an important market share. In Russia and China, the favourites include Yandex and Baidu respectively. So multilingual search engine optimisation (MSEO) means SEO-optimised website translation and is designed to adapt web content to the exact search habits and local circumstances of the target market, which is what enables your target group to find you online. This means not only optimising the text visible to your target audience but also the SEO-optimised translation of website metadata.
Metadata is basically the description of a website found in the back end, which usually provides search engines with an initial indication of what a website is about. The search engine reads and analyses the metadata to assess the relevance of your site. So to achieve good rankings in search results, optimising this data is just as important as the site content itself.
There are two ways of approaching SEO translation depending on where you are starting from.
If you don’t yet have a list of keywords in the main language of the website, then we will research and identify keywords in the relevant foreign languages. As always when translating website content, we ensure that the finished result is appealing, creative and appropriate to your target audience to make sure that potential customers find your content.
If you have already worked with an online marketing agency on SEO for the original language version of your website, we will work closely with your partners to make effective use of the work already done. In this scenario we use the existing keyword list as the basis for translation of the front-end and back-end text. The translated keywords are then checked by a qualified native-speaker translator with experience in the subject area and SEO know-how to make sure they are relevant in the target language. Additions will be made to the list if necessary.
In both website translation scenarios, the content is prepared by a native-speaker translator who knows the subject area and has a good grasp of SEO and then revised and quality-checked by a second, independent SEO translator.
Whichever option you choose, it’s important to define an integral strategy from the beginning that takes into account both the circumstances and preferences of the target market and also ensures that the right experts are on board. oneword GmbH collaborates with partners who are experienced in SEO to make sure you consistently achieve optimised (search) results in every language.