We know that, depending on your target audience, using the word ‘football’ might not always be the best and it would be better to use ‘soccer’, for example. However, you might not think about the importance of choosing the right term when you translate your web content into different languages and this inevitably impacts your positioning on search engines.
That’s why LEXIC has five tips that involve using specialised and professional translation providers to drive your ranking.
Write like a native speaker:
Consider the linguistic variations of each country or region. For example, English is the language used in the US, UK and Australia, but some words take a different spelling while others are written the same but don’t have the same meaning. An American might call chips ‘French fries’, but they’d be unlikely to find them on a London restaurant menu without knowing what they’re called there.
So research the keywords involved with your company’s products or services in each country where you offer them.
Don’t forget images:
Images tend to be overlooked in website translations, but from the SEO standpoint they are important. Translate the file name and consider the title and alternative image text. Be descriptive, concise and use keywords in each language.
Write with the soul of a linguist:
Yes, we know keywords are the backbone of SEO, but try to moderate their use. It isn’t just us saying this – it’s the mighty Google, which penalises excessive repetition of the same words considering that it is not quality content but a deceitful strategy to scale the competitive world of ranking. So write and translate text content with a wide variety of linguistic resources in the language you are using.
See this example from Google: “We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at email@example.com.” (Source: https://support.google.com/webmasters/)
Don’t use automatic translation tools:
Google’s quality guidelines advise against including automatically translated text. Automatic translations usually contain errors and grammatical inaccuracies and therefore not only act as a brake on good SEO ranking but can convey a poor image of the company.
To optimise your brand positioning, it’s also necessary to be rigorous and precise in the choice and translation of the keywords you use in structural elements.
For example, the webpage title (<title>) must include appropriate terms to describe your site. Search engines also consider that the further to the left a word is positioned within a title, the more important it is.
Consider length, too, and try not to exceed 65 characters to prevent your title from being cut off by search engines.
At LEXIC Language Solutions we are translation professionals and can support you in the endeavour of taking your business global.