If you do business in more than one country, you need more than one content strategy. Companies sometimes have a good localization strategy in place for their home country, but make mistake of wholly overlooking other countries where their customers reside. So how do you improve your local context for your website in other countries? Check up on following aspects to keep your international traffic humming for your local business.
Consider Registering a Local Country-code URL
Countries vary in their standards for URLs While some primarily use .com and .net, others expect businesses to have national country code at end of URL. It’s considered a sign of legitimacy and trustworthiness. Registering local URL can also be cheap. And, its a good insurance against a knockoff brand or scam artist doing same thing to make money at expense of your brand.
Have Dedicated Pages for Each Language
You might be tempted to have a script on each page that automatically switches between languages with click of a button. While that option is convenient, it’s not good from an localized perspective of people who use a native language. The major concern is that search engines won’t index content that isn’t in native language. It’s best if each language has a distinct page devoted to. Having multiple languages on same page also confuses readers, because they aren’t sure in what language they’re supposed to be reading material.
Does Local Hosting Make Sense?
Loading speed is a factor in ranking, and closer your site is hosted to its users, faster that loading time is going to be. If bulk of your site’s resources are static, you night consider a content delivery network (CDN) as an alternative to hosting on local servers.
Hire Skilled Translators
Automatic translation is still many years away from being acceptable. Translators who don’t have a mastery of both languages won’t do much better. Consider the pains of losing your prospects who speak a foreign language! Your could gain better business if your website is localized, from your foreign visitors.
Also, from perspective of search, most of them usually won’t index all of content in available languages. Google/Bing will try to figure out from context which language is primary one and pick just that one language for indexing.
Let's assume you are a running a chemical factory who manufactures laundry products, and looking to expand distribution in countries in Asia-Pacific region. It is quite obvious choice, if you are trying to sell detergent products, and the Google trends for "washing powder" would probably show over 200,000 monthly searches in USA, but if you look for the same word in Korea in English, it would yield 900 odd monthly searches. But, the korean word for "washing powder" would yeild a different set of search results and something upward of a few million and counting. There is a big gap in in-country perspective on what people search for and how brands project themselves. Google released several metrics to help Multilingual SEO Agencies understand how to work with localization of content with products like GoogleTrends that primarily focuses on buyer behavior through search trends.
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