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Brighton SEO - The Impact of Translation on SEO


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Brighton SEO - The Impact of Translation on SEO

  1. 1. | Agenda • How translation can improve your SEO performance? • What could possibly go wrong? • How to avoid it? • How can translation and SEO work together? (SEO-Localisation) • Case study 2|
  2. 2. | Why are we here? 3 Why translate your website? o Expand your potential audience o Communicate with a more diverse group of users will permit to build trust and a strong competitive advantage o Increase your number of conversion: users are more likely to convert if the site they use is in the native language o AND mainly will help to improve your SEO performance
  3. 3. How can translation improve your SEO performances?
  4. 4. | 5 1. Improve your overall SEO rank 2. Target specific regions precisely 3. More visitors and engagement Creating specific URLs for the translated versions of your website will help improving the SEO ranking of your whole website, and help Search Engine understanding your website better. Translating your website will enable a “Global but local” approach, proving that you fully understand your target. You can also use Geo-targeting to reach your audience better. More visitors and more engagement will result in a better ranking. Search engines value quality content and user engagement. By translating your website properly, you can easily obtain both.
  5. 5. What could possibly go wrong?
  6. 6. | What could possibly go wrong? 7 1. The keywords
  7. 7. | 8 1. Keywords • They will permit the users to identify what your website is about • Translating Keywords won’t take into account the cultural differences in the ways of searching • Translating Keywords won’t take into account the local search volumes
  8. 8. | Austria Tomaten = 1,900 search volume Paradeiser = 1,300 search volume 9 Example
  9. 9. | Mexico Baño = 4,400 search volume Bano = 2,400 search volume USA Baño = 720 search volume Bano = 4,400 search volume 10 Example
  10. 10. | What could possibly go wrong? 11 1. The keywords 2. Duplicate content
  11. 11. | 12 2. Duplicate Content • Duplicate content is content that appears on the Internet in more than one place • It can results in ranking and traffic losses • Search engines will identify content in different languages as separate types of content, except if you use automatic translation tools
  12. 12. | 13 Example Situation: You want to translate your website into French for France, Canada & Switzerland Approach: 1) Localising your content from the source language (i.e. English) into your target language (i.e. French for France) 2) Conduct content adaptation into French-Canada and French-Switzerland 3) Create dedicated URLs for each versions of your content
  13. 13. | What could possibly go wrong? 14 1. The keywords 2. Duplicate content 3. Language variations
  14. 14. | 15 3. Language variations • Language variations are differences in terms of meaning or use of words • In order to focus on the user’s experience you need to take into account these variations • They greatly influence the way users search in search engines
  15. 15. | 16 Dinner Tea Supper Used mainly in the South of England to indicate an evening meal. Used in Yorkshire, Lancashire and further north to indicate an evening meal. Used in Derbyshire to indicate an evening meal, and everywhere else to refer to a late night snack. Example
  16. 16. How to avoid it?
  17. 17. | 18 1. Don’t translate keywords 2. Use dedicated URLs 3. Work with native speaking translators Always take time to conduct a Keyword Research, and ensure that this Keyword Research will take into account the Search Volume and the languages variations depending on the region that you want to target. Always keep multiple languages on separate pages by creating dedicated URLs for your translated content, and don’t use automatic tools to translate your content. Working with native speakers will have a considerable impact on your SEO campaigns, as they have a real cultural and linguistic knowledge of the market you want to target.
  18. 18. | Our solution… SEO-Localisation! o Efficient and cost-effective method o Permits to combine SEO Keyword research and translation into one workflow o Execute your SEO strategy during the localisation of your website o Final result: Fully optimised and translated content, to increase your international reach and your organic traffic 19
  19. 19. | The SEO-Localisation workflow 20 1. Keyword Research conducted by a native speaker linguist 2. Keyword Mapping 3. Translation of the content by including the keywords naturally 4. Linguistic and Contextual review 5. Meta Content Creation 6. Body Content Review
  20. 20. | The client Ingersoll Rand Ingersoll Rand is a global industrial manufacturer, specialised in the production of compressor systems, power tools and lifting and material handling equipment. 22
  21. 21. | The project 23 o 4 languages o 306,000 words to translate and review into 3 language, and to adapt in 1 language o Timeline : • 153 days for the translation • 44 days for the content adaptation • 44 days for the review
  22. 22. | The results o 20% saved of the total cost of the project o 130% increase in number of visitors o 290% increase in number of leads 24
  23. 23. Key takeaways
  24. 24. | 26 1. Translate your website to improve your international reach and your organic traffic 2. Work with native linguists for your Keyword Research and translators to translate your content 3. SEO-localisation enables to combine translation and search engine optimisation
  25. 25. Questions? in/valentinelacour @WebCertain