Three Ways Localization Improves SEO
Most people already know that localization is a crucial part of gaining clientele in new markets, and increasing customer satisfaction in established markets. What many people don't realize is that a well translated, well localized webpage can also boost your search engine optimization. Here are three examples of how it works:
1. New Material
Most search engines treat translations of the same document as completely new material. This can give your company a serious boost in how your content is ranked in the search engine's algorithm, at very low cost. For example: Let's say your website consists of Los Angeles real estate listings in English. If an investor in Brazil is searching for property in Los Angeles, websites translated and localized in Portugese will appear first - pushing your English site to the bottom of the list.
2. Keyword Research
What does fried chicken have to do with SEO? Let's take a look!
Keyword analysis is an integral part of the localization process. The English keywords which will drive website traffic in the United States can't simply be translated into Korean (for example) and be expected to work the same way in a Korean market. Keywords in English associated with your business or product might not carry even remotely the same connotation that they carry in Korean. Take, for example, a restaurant chain selling fried chicken in Korea. They couldn't advertise with the Korean word for chicken ("dak"), because it connotates traditional Korean style chicken, not western-style fried chicken (in Korean, "chi-kin"). As a result, the website would be reaching the wrong demographic, and leave visitors feeling frustrated, or perhaps even mislead.
3. Cultural Adaptation
Search engine algorithms are optimised to maximise user engagement, and are catered to the tendencies of the culture in which they are being used. If your content is likewise localized in a way that provides the user with the most seamless experience possible, your website will organically rank higher within the search engine. Some cultures, for example, prioritise text-based content, while others prefer high levels of video, audio, or photographic content. An experienced Localization team can optimize your website according to what the target market desires.