International SEO: how to collaborate with translators to achieve good results

Content developed to be published on your website is probably created with a SEO view. This means that it is based on search terms and keywords that are relevant to your business, it is drafted with specific measures and is part of a carefully planned editorial calendar.

If you want to avoid undoing your content optimization efforts when you localize the content, you must collaborate with your translators to create an international SEO strategy. Here are some useful suggestions!

 

Re-examine the keyword list

Every business is characterized by keywords and specific terms. These keywords are very important because they are utilized by the users to perform online searches. This means that they are an integral part of your content creation strategies.

In a previous article we talked about the possibility of translating keywords. You must always ask yourself how the users that speak your target language perform searches. You need the support of mother-tongue translators who know the culture of the audience that you want to reach very well: these professionals can support you in the evaluation of your keyword list.

If you decide to translate the keywords that characterize the subjects that you deal with, you should adapt your SEO strategy to those words. If it regards writing new articles or translating existing ones, it’s not very complicated. The difficulties may arise with some important elements of the pages of your website. This brings us to our next point!

 

Don’t underestimate tags and metadata

It is now clear how the “rules” of SEO are becoming obsolete. Search engines are increasingly able to evaluate the quality of content. This means that the most important elements of a text are practical utility and the User Experience.

Nevertheless, some aspects of the pages of your site may help with its indexing because they stimulate users to choose them in the SERP (Search Engine Results Page). We’re talking about meta titles and meta descriptions, or the title and a brief description that appear for each result of a Google search.

The translation of these elements should be performed very carefully: in just a few characters you have to explain what the content is about and why the user should choose it. Which terms are most suited for these sections? Should you use translated keywords? The answer to these questions can only be found through a detailed analysis of the audience and a series of tests.

The same goes for the alt tags of the images that are viewed when multimedia content does not load correctly. This element facilitates accessibility of the site, for example, through vocal readers, so search engines take this into consideration. The text to be inserted must be relevant and can help index the site.

 

Creating synergy between Marketing and Translations

As we have seen in the previous paragraphs, collaboration is necessary to find the right keywords and translate the content in the most effective way. This requires that the departments of your company share the same vision!

In the majority of cases, unfortunately, translations are considered as only an adaptation of the content from one language to another. This idea is very limited because it prevents the localization of the material from being truly useful. If, for example, you address the translation of the articles of your blog in a literal way (maybe with a Machine Translation system without proofreading), you would probably nullify both your SEO optimization efforts and the communications and commercial potential of the content!

It ensures that the business strategy is shared by those who create the content and those who translate it in order to produce material that can be easily internationalized.

 

International SEO requires planning, research and the collaboration of your team to be effective. But it’s worth the effort because you will have the opportunity to expand the scope of your brand and reach new users!

See you at the next article!

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