If You Want to Grow, Translate
The Internet allows businesses of all kinds to step into people’s homes and pockets with a degree of intimacy marketers couldn’t have dreamed of in the past. Since over 50 percent of web users don’t speak English as a native language, foreign language SEO is a vital ingredient in connecting with new audiences and growing your business. You can try to reach businesses in your own language without bothering to use multilingual SEO at all. But the name of the game is competition, and if you want to compete you need to speak to your prospective customers in their language.
What Exactly Does Localization Mean?
Put simply, localization means tailoring your business to local audiences as much as possible. For many ,this is unnecessary or impossible. But large numbers of companies rely on search engines for their visibility. And if you don’t have multilingual SEO on your website, you’re invisible to anyone searching in that language. What’s more, buyers who don’t speak English as a first language are six times less likely to buy from your website if it’s only written in English. At best, it’s a missed opportunity and at worst it is a significant obstacle to exporting and expansion. What could you add to your bottom line if you started adding French or Chinese customers to your portfolio?
The Best Ways to Localize Your BusinessBuyers who don’t speak English as a first language are six times less likely to buy from your website if it’s only written in English.
Localize Your Website
Your website is like a 24-hour shop window, always on whatever your time zone. Analysing keyword searches for overseas audiences can help speed up your understanding of their viability as a new market, and hone your multilingual SEO when you come to rewrite the site.
If your website talks to an individual on their level, they will be infinitely more disposed to doing business with you. In fact, retail customers online are increasingly likely to buy higher cost items from a site in their own language. And half of them refuse to buy from websites in another language. So finding someone who specializes in foreign language SEO for professional translation services will help you get it right first time.
Localize Your Marketing Materials and Packaging
An extension of your website will be your marketing materials, and possibly packaging. They don’t require the same kind of keyword scrutiny as your website, but they are important if you want to localize completely and stabilize your growth into that region. A reputable translation service can easily migrate their work from a website to marketing materials and packaging.
Localize Your Documents
Further down the line you may need to translate documents and contracts too. A wrong word in these contexts can spell disaster, so once again a translation company who is already doing your multilingual SEO can earn their fee ten times over just by ensuring your documents are air-tight.
Localize Your Product or Service
Cultural and business differences in different countries may warrant an overhaul of your actual product in those regions. They may not need an aspect, which could allow you to drop the price. Or they may have unique needs that allow you to raise the price and add value.
How Long Till You Can See the Business Benefits?
That depends on your business. As soon as you create pages in another language with multilingual SEO keywords in them, they will begin to appear for people who are searching. The strength of your business offering and the nature of your industry will ultimately be the deciding factors, but once your awareness begins to grow your profits shouldn’t be too far behind.
Georgia Penny is a writer for Business for Capita Translation & Interpreting, one of the UK's leading translation and interpretation services.