We've mentioned this previously, but when
researching keywords for multilingual content we tend to focus on getting
direct translations of our primary lists and pages out the door, and of course,
there are the realistic limitations of just how much we can do given time,
money, and resources. But in a perfect world, we'll take that extra step to
really interpret meanings, local market conditions, and local cultural
considerations. Sure, we know to target the right language and/or the right
region for each page, and we've already focused on how to provide Search
Engines with the signals needed to be discovered, but what you really want to
be thinking about throughout your keyword research, are finding the words that
will not only resonate with your local visitors, but also fuel a need for them
to click through to your website.
You'll also need to be open to completely new
keywords concepts to explore, as well as throwing out others that don't make
sense in local contexts. Researching multilingual keywords requires a keen
knowledge of both the language and the culture. You'll want to check that there
are no hidden meanings in the words that you're choosing. Things that may sound
just fine in one culture may represent something entirely different in another.
One of the most well known instances of this was during the fast food chain
Kentucky Fried Chicken's move into China in the late 80's. Their well known
slogan "Finger Lickin' Good" translated into Chinese characters
actually meant "Eat your fingers off".
Recognizing that certain concepts will not
translate well or even at all, you can approach your keyword research with a
focus on the local culture and linguistic differences. When you sit down, make
sure you list as many related phrases or terms as you can, and then use your
local expert to work out what the regional equivalent or alternative may be.
For example, if you're a copywriter looking to research keywords related to
men's pants in preparation for your expansion into the UK, having a London
native sit down with you for a few minutes could save you lots of wasted time
researching keywords around pants.
In the UK, you'd be much better off targeting
phrases around trousers. Without cultural considerations, the success of all
the work you've put into translated and localized pages may be limited because
you've failed to understand and really speak to your market. Taking this even
further, remember that traditional SEO can also find opportunities in targeting
commonly misspelled or even grammatically incorrect keywords. The truth is, the
people of the world often make these mistakes and if you've taken these into
consideration in your keyword target list, you can pick up additional search
visibility.
This is true in different languages as well,
and in many cases you might find even more opportunities to capitalize. Aside
from your typical misspellings and common typing errors, the international setting
opens up a whole new set of ways to stray from grammatical perfection. Think
about a native Spanish or French user using a device configured for the English
language with an English language keyboard. Those users are likely to type in
words without special characters, accents, and more. If you're targeting
pinatas or hotels, for example, you'd better be targeting these keywords too.
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You'll also want to research any modifications
to words, like words that are split into two, or combined into one. As well as
other different variations and modifications of these keywords. And keep in
mind also that in certain industries, regardless of the local language English
words may actually be more prevalent. In this case, when you're using tools
like the Keyword Planner that we just looked at, you might want to drill down
to your target region, but allow the English language filter as well as the
local language. As you gather and refine the keywords needed to attract local
customers, the key is to do everything you can to appeal to that local
audience, and this means doing more than just your basic translations.
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