When we translate and localize a website's content for different countries and languages, we're essentially creating new content or even another website. And that means that while we can certainly leverage a lot of the work that we've done for our primary website, we'll need to go through an entire keyword and content strategy for each of the different languages and locations that we're targeting. In this video, we're going to look at a high-level outline of the strategy we'll need to employ for our on-page optimizations within the context of international SEO.
Just like with traditional SEO, this process starts with the foundational step of keyword research. And you'll wanna go through this process in the language you're optimizing for from the perspective of the location you're targeting. This will help you to come up with a language-specific list of keywords that you can map to the content you're translating. And we'll devote the next chapter to this process. You'll likely start out with translations of some of the top primary language keywords you're optimizing for as you get started. But remember, many words and phrases don't translate directly between languages, and many cultural considerations may dictate that completely new avenues need to be explored.
You should expect that you'll find something interesting and some surprising insights. And I can't overstate the importance of having on board a native speaker of the language that you're working with, who also understands the cultural aspects of the regions you're targeting.While Google Translate and other automated tools might help you order a meal when you're on vacation, they're not yet up to the task of replacing human interpretation within cultural contexts. Once you've done the research and have a solid understanding of your local language keywords, you'll be ready to start the translation process.
The first step is mapping the pages of your site that you'll be translating to the appropriate keywords you'll be targeting from your localized keyword research. A simple Excel spreadsheet can be a good way to do this. And once you know which keyword that each of your pages will be optimized for, you'll need to ensure that whoever is doing the actual translating understands the basic principles of technical on-page SEO. There's an entire course dedicated to this topic right here on lynda.com that covers just how important things like titles, headings and the body copy are.
And knowing what keywords you're writing or translating for up front will ensure that you're creating content that's optimized for the right target terms right from the beginning. Last, it's important to be realistic with the time and resources you have to spend on these endeavors.For example, you might wanna evaluate whether or not you actually need regionalized content within a certain language. If you're doing business in the U.S., Canada, the U.K., Australia and New Zealand, for example, you might actually be able to get away with a single English version of your site for now.
At some point, business conditions might dictate that you need specific regionalizations, but at this point, it might be overkill. It's also very important to truly know your customers and your business in the context of the locations you're targeting. This means looking at your analyticsand business intelligence data, consulting people who truly understand the cultural nuancesof each region and, quite possibly, enlisting local professional help in both creating and deploying your strategy. Having this local understanding will help you determine not only which markets will need which levels of effort, but also how to write your translated content for which target keywords across which languages, and whether or not to invest in additional country and language combinations.
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