Keywords translation is not just about translating. It is about researching and localizing for a local target because choosing the right keywords is critical for organic SEO and for attracting the right target audience in the right language.
Why Translation Is Essential
Many companies often think that an English website is enough to reach a worldwide audience without considering the fact that fewer than 30% of web users actually speak English.
When starting the process of internationalization, you must build a multilingual marketing strategy that includes the translation of content and consistent keywords in order to reach the target audience. In fact, people buy the most in their native language.
But, this is not everything—there is something more.
Keyword Translation and Localization
Like websites and marketing texts, keywords also need more than a simple translation—they need the process of transcreation.
In fact, keyword translation is the process of translating your keywords into a different language. Usually this process is part of a website translation project, but one of its downsides is that it does not take into consideration search engines.
Instead, keyword localization for Global Search Engine Optimization (SEO) involves the adaptation of your multilingual content and website for search engines in different languages and countries. The purpose is to maintain the best rank and visibility in the search results (SERP).
Through keyword localization, you can increase your audience—that is, your potential customers who perform certain types of research that may lead to your website—which demonstrates that keywords are the heart of search engine marketing and optimization.
This obviously means working on language and keyword localization, and following the local keyword research will lead you to understand the market you are targeting and your potential customers' habits and preferences.
Needless to say, the job requires a professional content marketing strategist and a professional translator specializing in transcreation and marketing translation who knows the habits and culture of the people living in the country you want to reach.
Let's look at an example: the word coche in Spanish means "car," but Argentinian people use the same Spanish word to mean "baby stroller."
So, are you selling cars or baby strollers?
If you look for professionals in localization and transcreation, please check out the dedicated pages here.
Written by Marcella Sartore, Marketing & Communication Assistant @ Athena Parthenos