Keyword Research & Content Localization Success: 3 Steps to Getting There

Content Localization

Written by Jeremy Earle, JD

July 1, 2022

Coordinating content production processes with those of localization and search engine optimization (SEO) is essential. Here are three recommendations for a good outcome. Simply said, effective search engine optimization is based on localization. Why? Localized content is more likely to show up in organic search results when translated and localized, particularly for the market you want to reach. Additionally, localization aids your customers in understanding your goods and services so that they may perform the desired activities you want them to. Organic search results are more likely to be impacted by poorly translated material (i.e., content that wasn’t written with the target audience in mind). This may be a costly process. The alternative is a low-cost, badly translated site. SEO would suffer, and your company’s future in that area would be jeopardized.

Choosing the Correct Words Is Essential

The initial stage in any localization effort should be to undertake local keyword research. You will be better able to connect with the target market in these areas if you use the correct terminology while localizing your product or service. The most popular search term does not always imply that a term is the “correct” one. For example, if your firm is in a service-based sector, then the most regularly used term in the local market is “service.” It is possible to translate “analytics” into either “or “.” Both translations are accurate in Japanese. To put it another way, suppose you’re attempting to sell your analytics solution in Japan. Analytics audiences won’t have an issue with either of the phrases they use every day. For small- to medium-sized businesses, particularly older ones, the word [] may never be searched for as a search term, and your material will not be found when people search for a tool.

Challenges Many website owners from other countries have used translators before.

The fact that a person is a native speaker does not imply that he or she can write in the local language professionally.

Writing isn’t for everyone.

Finding the correct individual for the task becomes more challenging with translation abilities. If they are requested to translate a piece of information, some individuals will employ translation software to perform the task for them (this happens more often than you might think). In-house talent is a popular choice for many businesses. It makes logical, given that they have a superior grasp of the material. However, whether or not he/she is a competent writer remains. The fact that neither the translator nor the in-house team is familiar with SEO is a cause for worry from an SEO viewpoint. The phrases may be rewritten, which may go against the best practices for content optimization, especially when a person is skilled in writing and becomes creative in the localization task.

Proposal for a Translation Task

The translation effort is usually handled on its own. Only a small percentage of material is created with feedback from the SEO and other teams in mind. An in-house staff that reviews and edits text translated by a third-party firm is available in certain organizations. It’s common for local teams to do short keyword research when a firm optimizes its content. While it may take longer for the information to be published on the local site, this is certainly a more fair method for many firms.

Preserving and Managing Locally Created Content

Maintaining local material is, however, an all-too-common problem. Although a parent site’s material is always being updated and new pages are being added, it is often kept unchanged after the information has been translated and localized using keyword research. There is a high chance that the material on the site or even its wording may be out-of-date at any given time. Even established firms may be forced to quickly and unexpectedly adapt to the new reality (as many learned during the COVID-19 pandemic). They may then edit old information or create new content on the site to react quickly. It is one of the most difficult problems for foreign enterprises when it comes to competing in international markets.

Tips for Successful Keyword Research and Localization of Content

1.A Translation/Localization Process should be established. Search Engine Optimization (SEO) and Keyword Research

Translators and content editors shouldn’t be responsible for SEO, but having a basic grasp of the subject makes it simpler to establish successful local websites. A set of SEO standards should be put in place for them.

2. Always keep an eye on your site’s performance.

Once the local site has been launched, keep an eye on its performance. Get to the bottom of problems as soon as possible. Review the content optimization if the pages don’t rank well. Review translation/message and user experience if the pages rank high but don’t bring in significant traffic or convert well. Test the form and other conversion points in the local market in the local language to ensure that they work properly.

3. Consult with the Local Team and Points of Contact

Ask the local team and other contact points, such as sales agents, to watch for any shifts in the local interest. Inquire whether any of the information on the site needs to be edited or updated with their help! They may have seen the recent actions of their rivals in the area. To assist the company in your market flourish, encourage your customers to submit such feedback.

The Bottom Line

Integrating translation, SEO and content production into a coordinated process is essential for a successful website. Increased productivity and effectiveness may be realized more quickly if this occurs more quickly. Product development, customer engagement, and revenue generation will benefit from this collaborative approach, which brings together all departments inside the company.

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