Hi guys, can’t you image that website translation quality will reduce website traffic? SEO is the key.
SEO is the acronym of search engine optimization. In a keyword search task, SEO allows you to put your website atop that of the others in the matched results. Given the direct correlation between website translation quality and SEO, the former will reduce website traffic.
Additionally, website translation quality also affects website browsing, reading, search, inquiry, and buying intention. In this article, besides showing you the effects of website translation quality on SEO, we will also introduce the three keys to outsource a website translation project! If you are considering website translation, stay tuned with us!
Effects of translation on SEO: Localization vs. search volume
First, let’s begin with the effects of translation on SEO. The level of localization of the target text is crucial to SEO. In this article, localization is defined as native expression in the target language.
SEO will not work well in the absence of the keywords searched by the audience, and website prioritization will depend on the accuracy of expression in the target language.
Accurately expressing an idea in the target language not only enhances the readability of website contents but also increases the click-through rate (CTR) and time on site of the audience.
Hence, setting up a highly localized website⇒ easier to be searched⇒ increasing CTR and time on site⇒ raising SEO ranking⇒ making the website easier to be searched to eventually increase website traffic can form a positive cycle.
Next, let’s talk about search volume. Using words with a higher search volume can also increase traffic.
Take the call center service of a foreign company for example. A company hesitates on the term “call center” or “phone operator” after setting up a website. As “phone operator” has a higher search volume than “call center”, the former will be a better option from the SEO point of view.
3 keys for website translation
These this reason, we will explore the 3 keys for website translation.
1.Localization and audience
From the SEO point of view, the localization of translation is not only an important issue but also an essential element for communication with the audience. For example, if the target audience (TA) is young people, it will be difficult to communicate with them with formal terms or non-colloquial styles. When translating website contents into different languages, it is always important to inform the translation service provider (TSP) who the TA is to facilitate translators to choose the correct wording.
Additionally, when localizing website contents for different languages, a glossary can be created with all localized terms. For example, to standardize own-brand terms, Microsoft has established the Language Portal glossary.
Notes:〈No more mistakes from substandard translations! 7 tips for getting quality translation services.〉
2.Machine translation and negative comments from Google
Then, let move to the effects of machine translation on SEO. It is said that Google will give negative comments to the terms used on a website using machine translation. This will not be what you want to see. Additionally, machine translators can neither identify the TAs nor provide the most appropriate terms.
Hence, translating website contents with whatever machine translators will increase the possibility of receiving negative comments. This will be unwise for SEO.
3. Designing user experience (UX) and user interface (UI)
（The difference between writing “you are beautiful” (English) for ten times and “妳很漂亮” (Chinese).）
Lastly, let us review the screen design differences for different languages. As shown in the above figure, after translating “you are beautiful” into Chinese “妳很漂亮”, the string length will create a blank space difference. Besides affecting the webpage layout, the string length change may also bring a difference to the menu or button size to affect the website use and appearance. However, most translators are unaware of how translation can affect the webpage design and layout. Hence, it is necessary to put this in mind.
Conclusion
Here is the conclusion of this article.
First, failure to translate website contents with the language familiar to the TAs will make website search ineffective to reduce website traffic.
Second, wording unfamiliar to the TAs will bring unfriendly UX.
Lastly, when there are more than one corresponding options in the target language, use the term with a higher search volume to facilitate SEO.
Three keys to website translation.
- Localization and target audience.
- Avoid negative comments from Google.
- Text adjustment based on design and layout
Using machine translation to save budgets will affect the future website performance. While it is time-consuming to judge search volume and SEO, PTSGI is here to help.
At PTSGI, we have professional translators specializing in different languages. Outsourcing a translation project to PTSGI, you won’t need to worry about wording that is unfamiliar to the TAs or rarely used, which will eventually affect SEO. Alongside PTSGI’s layout adjustment service, you can always keep the translated contents in design.
With rich experience in website translation, PTSGI has been the partner of global brands, such as the Takarazuka Revue, Montblanc, Heineken among others. If you are considering about website translation, please feel free to contact us over online quotation. Additionally, welcome to try our free trial translation service for 300 words.
