If you are using a professional translation service, think hard about the quality of the content you are translating.
In the early days of the web, having plenty of content was enough and quality didn’t matter as much. Search engine optimization (SEO) experts used a number of tactics designed to make content appear in search results quickly, resulting in a plethora of uninteresting and largely uninformative content.
However, that kind of content no longer achieves those same results, especially as audiences become more savvy about what they want. This is why marketers and brands are moving away from the provision of low-quality content. These days, it is more about quality than quantity—and the higher the quality of your content, the better your content’s performance.
How Does Low-Quality Content Affect Your Brand?
In part, this trend has been led by search engines, but Google in particular. Over the past few years, Google has implemented a number of changes to its search engine algorithm that penalize different types of content that it deems low quality. These updates (titled Panda, Penguin, and Hummingbird) affected tens of thousands of sites by reducing the artificially achieved rankings and forever changing the SEO landscape.
This affects companies and brands because low-quality content is now less visible or even completely invisible in search engine results. So, that means if you produce low-quality content, your brand’s organic search performance will suffer, fewer people will visit your website, and your brand prominence (and any related revenue) will be impacted. This won’t just affect search listings in English—it has the potential to affect listings for translated content, too. After all, if the source material has a low quality, the quality of the translation can’t be much better.
What Does Low-Quality Content Look Like?
So, what counts as low-quality content? There are a few practices Google frowns upon. For example, thin content where pages only have a few lines of copy is a no-no. This also applies to duplicate content or content scraped from other sites. One old-style SEO tactic that is now deprecated is keyword stuffing, or the practice of including a certain number of keywords in order to reach a specific density. The trouble is that this makes the content virtually unreadable. If you have ever read a 500-word article where a particular phrase appeared more than 15 times, you will know this to be true.
These days, Google is more concerned with surfacing search results that are relevant to users and provide in-depth information on the topic for which they are searching. Anything else will actively hurt your brand, no matter which language it is in.
What Does High-Quality Content Look Like?
When crafting your content production and translation strategy, your original content creation and translation process should keep quality in mind. Using a professional translation and localization service can help you reap the SEO rewards of high-quality content in several languages. High-quality content improves search prominence, shows your relevance to your target audience, enhances your authority both online and offline, and increases the chances that trusted sources will link to you.
How do you make sure you have high-quality content? Aim for balanced information readers can trust that is well-written, readable, has correct spelling and grammar, shows attention to detail, and provides depth. In other words, if you want to promote your brand globally, you must create excellent content and use it as the basis for your global content strategy.
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