One of the biggest dangers business owners and marketers face when getting international web content ready for global rollout is that may get “lost in translation.” This blanket term applies to everything from mistranslated words and phrases to local colloquialisms that don’t come across the same way in other languages. It typically happens when content is translated literally, without regard for localization best practices.
Aside from these more common issues, however, there’s another problem businesses can face when they translate website content without localization: SEO impact.
Automatically Capture Metadata and Keywords
Use translation software that automatically captures metadata and keywords from your source content. These can be added to the glossary, too. You can then instruct translators to use terms in the target language that come close to the intended meaning of the term in the target language. Using region-specific keywords will ensure that your website is easily indexed by search engines and appear in the top results for relevant searches.
Transcreation vs. Translation
When you’re looking to create content for your international sites, you probably think translation and localization services. However, what you really want is transcreation. Although these two terms sound similar, they actually have a few distinctions that can make all the difference when creating an optimized website. Whereas translation simply refers to the process of changing words from one language to another, transcreation means adapting content style, tone, and context for international markets. Transcreation also considers cultural factors and helps content rooted in one culture to become accessible for another.
Not only does transcreation make content feel more natural to consumers, but it also makes it more friendly to search engines, as local phrases and search strings can be found by local users more easily. In this way, transcreation serves a dual purpose: aligning your content with what users expect, and boosting local SEO at the same time. Simple translation can help businesses get the right words for an international content rollout, but transcreation can give your business a much better opportunity to reach consumers more effectively.
Transcreation is costleir than translation services, though, as it often requires content creation from scratch. You may not want to use it for all your content, but some types of marketing content will certianly benefit from this approach.
If transcreation is out of your budget, don’t worry. You can still ensure that your site content is high quality and optimized by using the tools available on a full-fledged translation management system. For instance, in-context translation will let translators see the background information for a particular term or phrase and then translate without any confusion. It contributes to quality and saves time that would have been spent on clarifying the intended meaning of ambiguous words.
You could also use a translation glossary and style guide to define the terms often used in your line of business and also set the tone for your content. With these tools, you can even flag terms that you want left un-translated.
Translation software offers these and many other features that help you create optimized, translated content for your multilingual websites, so you can attract the maximum number of visitors.
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