Businesses nowadays need to have an authoritative website. There are various reasons why, but mainly it increases trust and credibility. An effective website also increases the reach of the company to a global level.
There are no boundaries when it comes to marketing using websites, or are there? This is where language barriers come in. Most websites are in English, but not all users are fluent in the language. The solution is reasonably straightforward. Translation!
For the longest time, translation is almost always associated with literature and other forms of entertainment. Bestsellers from one country are translated to reach a wider audience overseas.
When we talked about translations, it was always about movie subtitles and foreign literature. However, the translation industry is in the middle of a breakthrough.
Business owners recognized the importance of translations when making deals with foreign investors. But, the English language was still the standard for most. However, they are now seeing translation in a new light. It is now an essential tool for online marketing campaigns, especially concerning ranking business websites.
Despite being the most used language on the internet, English is not the native language for most internet users. If you have a website, most of the engagements came from clients whose first or, even, the second language is not English.
Taking this into consideration, businesses are creating a shift. They are shifting their take on content creation to make it more accessible and to unlock a greater audience and a pool of possible clients.
With all of these things considered, translation as a tool is more than overcoming communication boundaries; translating website content increases your website’s Google search ranking and everything else that relies on it. Let’s find out how.
How website translation increases your website’s ranking
1. Wider reach equals increased engagement
Translation, in general, makes certain texts or literary pieces more globally accessible. While carrying out its primary goal, translation also opens a broader reach. Say, for instance, translating academic journals and research papers.
This text is meant for a wide audience but is often limited by the language. Translation makes it easier for non-English natives to consume the text.
In the same manner, translating web content produces the same results. Potential clients will back away if your content is not accessible to them. Translated content means that more people can understand and appreciate the quality content that you put out.
This is what happened with Neil Patel’s website. In 2015, he decided to translate his website into 82 different languages. Once the translations were up and used, more of his clients could interact and use his site. Aside from that, the rate of the website’s indexed pages spiked to 1,800.
This immediate surge may be from clients who have wanted to use Neil Patel’s website but fail to do so because of language restrictions.
2. Additional source of engagement
When the translated version of your website gains traction, this number adds to the main domain’s engagement data. As a result of combining these data, the website rank increases. However, there is a catch to achieve this advantage.
Your website translation must be a subdomain or comes in the form of dedicated URLs and not just a redirected page.
Using other methods to increase engagement is costly. Sometimes, it is a risky move for the business. But, it is an easier decision to push through when it comes to translating business websites because it does not cost much.
It may, indeed, take more time, but the return is leaps greater than the investment. It is also an accessible method for all kinds of businesses, especially nonprofits. As most nonprofits support global causes, translation is an integral part of nonprofit digital marketing. Translated nonprofit web pages mean more people can understand the cause and would most likely support the organization’s movements.
3. Improves use of multilingual SEO
Going multilingual also means using multilingual keywords. This method significantly boosts websites that primarily rely on Google analytics. Using this tool, websites can create quality content by using keywords targeted to a particular region.
In this way, the published content is somehow personalized to a specific region without straying from the target topic. Global brands, such as Apple, Visa, and Nike, have multilingual websites. Take, for example, Nike. Each targeted website has slightly different content, from the text down to the images used.
It is important to note that translation is not the only way to go when it comes to multilingual SEO. Translated content localizes websites for a particular region. Furthermore, the keywords should never, never be translated. It should still be acquired through research.
Improvements in multilingual SEO strategies heighten the possibility of increasing your website’s rank in different parts of the world.
If your target market is worldwide, you must conduct brave measures to go global. One of the easiest ways is through translating business websites. Translation makes your content personal and accessible.
What makes it better is that it’s easier to rank translated articles in their respective regions because it’s more relatable to the end-users there. It is also the most cost-efficient method to raise your website’s ranking while widening your audience reach, all at the same time.