The Translator's Wedding Cake
Recently, a client running a Spa asked me to localise his website. It happened that I asked him: “Would you like clients to find your website in Spain?” As you can imagine, the answer was yes.
I suggested doing keyword research for Search Engine Optimization (SEO) purposes. Why? Because it helps customers to find a website in different countries.
In this post I am going to talk about how to combine 3 ingredients in a profitable cake: keyword research, localisation, and website optimization.
The keyword research process
In order to perform keyword research, in-depth knowledge of international SEO best practices is necessary. However, a quick approach to find out how popular specific words are, it is to typewrite a keyword in Google.
In this example, I just need to typewrite some related terms to “spa” in Spanish. I will also add a geographical location in order to find out real search habits in the target culture:
Using this method, you will be able to understand what terms your competitors are using, which usually means the terms used by potential clients when looking for your services or products.
Alternatively, If you are not familiar with SEO and you want to find out the actual keywords your potential clients are using, I invite you to follow this 5 steps process.
As we have seen in the examples above, Spanish people search for “spa” using any one of 3 different terms: “spa”, “balneario” and “termas”. That is why you need to do keyword research for each language before the translation phase.
Google recognizes that “spa” (71,400,000 results) and “balneario” (77,400,000 results) are synonyms; this is why search volume is somehow similar. Howerver, if keyword research is ignored, the translator may overlook keywords such as "termas".
This may result in a bad translation from the client’s perspective because his website would miss users who conduct searches using particular keywords.
You should also keep in mind that certain terms may be important to target even if they are not very popular:
In this occasion, “baños” is the most popular term in combination with the word “árabes”. It seems obvious that if you offer a relaxing experience in “Arabic Baths”, the keyword “baños” is important for your brand because traffic will convert into sales.
As you can see, people search habits for products and services vary from country to country, even if they speak the same language.
Mix it all
Once you have a relevant list of keywords, the next step in order to increase the website visibility is content optimization. What is that?
Content optimization consists in placing your keywords in the localisation process in a natural way. Again, there are SEO rules that apply to the website content and allow to perfectly optimise a site, so you will need some practice!
I hope that this post helps you to offer Keyword research and SEO services to your clients in the future.
Stay tuned, I will come up with some more tips soon!