Attracting international customers requires consistent and accurate keyword translation, as well as an awareness of the basic SEO principles employed in the original content. A simple keyword translation in this case just won’t do: it is really intended for the human readers but without consideration for the search engines. The challenge with just translated keywords is while they may serve their purpose to accurately convey the intended meaning and be friendly to your readers - they may not serve their purpose to be friendly to search engines, which is ultimately the goal.
Things to consider when translating keyword lists include the following:
- A literal translation may not be the most effective. A native speaker may have certain idiomatic ways of referring to a given product or service that do not translate effectively from your own language.
- Specific terms, when translated to a target language, can produce “warning-triggering” outputs. For example, a word PILE, which is Croatian for motor saws, will cause English-minded Google to flag the content as “medical”.
- Regional variations in language tend to be especially prominent when referring to professional titles – think of the American vs. British English usages of the various terms “lawyer,” “attorney,” “barrister” and “solicitor.”
- Keywords need to be specific. For example, a search for “doctors in Italy” will produce too many results to be usable; searching for “doctors in Rome,” or, better yet, “pediatric doctors in Rome” gives more manageable results and is more likely to be what someone actually looking for a specific type of a doctor in a specific area will search for. Proper translation of SEO content involves being aware of these market factors.
Keyword translation involves translating your online content for a specific locale, but does not stop there. A marketing slogan or message in one language might sound completely different in another one. Accurate keyword translation will guarantee better search engine results because these are the words your potential customers actually use when they perform searches.