Regardless of the business you have, your website is one of the most important assets that you can use to declare your presence online. Keeping a company site that supports only one language is no longer viable as you will be losing a lot of positions compared to your competitors. Simply adding a foreign language, however, is not the solution either. You need proper website localization along with the translation of its content in order to achieve your market penetration goals.
There are several factors that can make your website translation a success, which include its content, layout, SEO strategy, content management system (CMS), and quite importantly the language service provider you have selected for the project. Make sure to employ translators who are experienced in website localization and not only in translation, who are familiar with your business, and who have at least a little knowledge of SEO and how its principles work with multilanguage content.
It is up to you to decide which of the website translation ideas you will apply for your business site, but it is important to choose a professional website translation and localization service in order to achieve the desired results. Once you have decided upon the languages you will add and the approach you will use, it is also a good idea to have a look at the localization trends that can help your website rank even better. Below, you can find three trends in website localization that will boost your website performance and may help you get a much faster ROI.
Country and language combinations in website localization
One of the first steps of your market penetration strategy is to properly select the target group and offer a product localized to their needs, preferences, and cultural specifications. A website in English will be well understood in the USA, the UK or Australia, but if it is not properly localized for these destinations, it will lose credibility.
Recently, there is a very interesting tendency that many companies use in their marketing approach to new customers. Their websites allow the user to choose a country and language combination that best suits their needs.
Quite often, the location where your customers live does not determine their native language. There are significant expat communities in many countries around the world, notably in the USA, the United Arab Emirates, Monaco, Singapore, and Germany, among others. To properly address such an audience, your best approach is to offer them content in their native language but with prices, dates or other similar pieces of information displayed in the local currency or using local identifiers.
To meet such a demand, you need to look for website localization that allows the user to independently select the country and the language so that it can meet their needs.
This approach can also be used in multi-lingual countries such as Switzerland, Belgium or India. It is an effort that is worth making as it will increase your customers’ satisfaction and keep them loyal to your brand.
Multilingual video to support website localization
Video content has always been an attracting factor, no matter if the content is on your website or social media channels. Buzzsumo reports that video posts get at least 59% more engagement than other post types and they outperform photos, which are considered by marketers to be one of the most successful post types, by 73%.
So, if you want to be successful in your website localization, you need to nail your video content localization. If you can present videos on the day-to-day problems of your target audience with local people or shots of local scenery, you will get closer to them.
Behind-the-scene or how-to videos are also popular to attract more traffic to your website and to popularize your product. Presenting the videos in a way that is understood by the target audience is a great plus for your business.
In addition, careful usage of voiceover and subtitles is crucial to give your video a native feel to your brand.
Hyper-localization was one of the buzzwords of 2016, and even several years later it is still trendy and can play a vital role in your successful website localization. As Internet search is affected by geolocation, this gives smaller businesses the chance to compete with global brands. Or in other words, if you are entering a new market, you will face fierce competition of well-established smaller businesses who have the advantage of being local.
Therefore, it is necessary for your translated and localized website to implement a few SEO elements that will give you a competitive advantage. Three of the most important assets are:
- A country-specific domain for each of your locations – endings such as .ca, .fr, or .co.uk give you higher credibility among the local audience.
- The HTML hreflang attribute used on your website, as it tells Google which language you are using for a specific page and thus helps engine crawlers recognize and rank your website better.
- Market-specific keywords included in your website content. Make sure that you do specific keyword research for each localized site and do not simply translate your English keywords into the target language as they won’t match the terms used by your target audience. If your LSP is not able to help you with this part of the website localization, it is a good idea to contact an SEO expert and get things right.
Implementing each of these best practices, or better, combining them all in your future website localization project, will help your business reach its target audience much faster and more effectively.
Should you need a fast and reliable website translation and localization service, ICD Translation is here to assist you in any language.