In this article we talk about the steps to take to translate your website with SEO in mind, and we offer you some tips to increase site traffic by up to 30%.
The localisation of a website is crucial for companies and, more broadly, for anyone who wants to sell their products or services globally.
The Internet and the digitisation of marketing make it possible to expand the pattern of sales opportunities and brand awareness to new markets, both emerging and consolidated. The process of digitising communication is not always easy. Some practices have immediate feedback. Others, such as SEO, require strategic planning with KPIs and expected results to be evaluated in the medium to long term: in this case, the earlier you start, the better. Here are our 3 quick tips.
1. START BY THINKING ABOUT YOUR SEO STRATEGY
When translating a website, and in general when deciding to invest time and money in marketing, the first thing to do is to ask yourself what your goal is. It may seem trivial (and in some ways it is), but SEO is of primary importance.
It’s often the case that SEO optimisation of a corporate website is not considered high priority and is therefore postponed (frequently for financial purposes) to after the translation of the website. This is a huge miscalculation as well as a programming error, similar to voluntarily getting sick and then seeking medical attention.
In reality, the localisation of a website is the last thing to do, whereas the strategy to be defined comes first:
- analysis of the current status of the website, to be translated both on the SEO Content side (contents) as well as on the SEO Assessment side (a technical check to improve performance)
- analysis of the site’s traffic to understand which areas can be strengthened or improved
- analysis of competitors and of their related search engines keywords, site optimisation monitoring with SEO in mind
- definition of the target market and analysis of the most commonly used keywords for the sector, of the frequency of use of horizontal (general) and vertical (specific) keywords; finally, analysis of the competitors on keywords to determine the degree of difficulty of the climb to the first page, and therefore the relative organic positioning
All this must be written down in a marketing intelligence document, which will allow you to understand precisely which strategy to adopt before starting the translation process. This process will include not only the “front end” translation of the site but also the keywords, meta descriptions, alt text of images etc.
By knowing in advance the direction to follow, the digital marketing team (which deals specifically with SEO) and the translation team can work in synergy and with a clear vision.
2. CONTENT IS KING: THE IMPORTANCE OF THE MULTILINGUAL BLOG
The news/blog section of a website must be accurate, rich in content and constantly up-to-date, otherwise you’re better off without one! Thinking that the blog is a secondary element within the site, and that neglecting it is no big deal, is actually a big mistake.
The blog is the real SEO engine of your site. The news section keeps your users up to date, shows them that you are in step with market trends and that your company is dynamic.
All this content produces “SEO juice” that will bring organic visits to your site and increase contacts with potential customers. The blog is the place where SEO strategies that improve organic positioning in search engines are really put into practice.
A multilingual blog, as you can imagine, has a multiplier effect on all these aspects. Now do you understand how important content is?! Bill Gates wasn’t lying when he said that “content is king.”
3.RELY ON THE WORD EXPERTS
To increase the impact of your multilingual SEO strategy, you need to rely on a team of experienced industry professionals, specialised in the management of foreign languages, not a traditional web agency that’s out of the loop!
Qontent Group is an ISO 17100 and ISO 9001-certified company, has specialised native translators and reviewers as well as a team of multilingual SEO experts who guide your climb to the coveted first page.
Qontent Group supports companies by providing integrated services related to language localisation, such as multilingual SEO translation and digital marketing campaigns designed and configured for measurable objectives in relation to the country or geographical area of destination.
Thanks to its extensive experience gained over the years, providing services to important national and international companies in several sectors, Qontent Group offers you a range of services ranging from multilingual localisation (in 100 languages and 2,500 language combinations) to analysis, design and monitoring of international digital marketing, integrated with the client company’s offline marketing activities.
Qontent Group – words and languages for your business