22 Apr How to Position Your Website with Translation (II)
(CONTINUED HERE) For most translations, the reader of the texts is a human being, but this is not true for all cases. The target audience of SEO translations is a machine, a search engine, and this important piece of data can be found in the acronym itself of “SEO”: “Search Engine Optimization”.
But can you translate for a machine?
Well, yes, in the same way that you can “write” for a machine, optimizing the texts so that they are positioned in the best possible way on search engines.
And let’s go one step further: as an industry professional, you’re well aware that one of the key principles of SEO lies in the keywords so translating SEO should be a simple matter: literally translating those keywords should be enough. Or maybe not?
Any professional translation agency would tear its hair out upon reading this statement (while amateur translators wouldn’t). SEO translation doesn’t consist in literally translating one word from one language to another, which is something that any machine translation app on the market can easily do. Translating SEO involves a lot of preliminary localization work. It requires the professional translator to have in-depth knowledge of not only the language to be translated but also the culture of the target language, trends, common uses, turns of phrase and idioms, as well as common spelling mistakes that people make when typing their search on the Internet. Who can you trust with such a comprehensive and complex translation? A professional native translator, of course!
Not just keywords…
So far, we’ve talked at length about the importance of SEO translation in terms of keywords, but as a good marketing professional, you know very well that SEO goes beyond that. There are other things at play: titles, ALT tags for images, descriptions, headers… even URLs.
Should a SEO translation agency also work on such content? The answer is yes. At Okodia-Grupo traductor, when we take on the translation of a web environment, we divide the project into several parts. It depends on each project but, in general, we start by translating general texts, visible content that the client company shows human readers on each of the pages. Once the bulk of the work has been done—and always with the support of SEO experts—our native translators start working on the “back office”, on those texts that normal human beings overlook but are absolutely crucial for the organic positioning of a web environment.
What is the ultimate goal of this multidisciplinary and intense work? There are actually two, although one leads to the other. The first goal is to position each web environment in the international market where the client wants to stand out.
The second goal emanates from the primary goal and is, in fact, the key to the whole process: to ensure that the client company scrupulously and effectively communicates with international consumers who are growing better informed and more demanding with each passing day.
SEO translation has two goals: internationalization and positioning… So simple, yet so complex.