If someone from the US was talking about their “cellphone,” we would understand what they meant. If someone from Germany was talking about needing a new “handy,” we’d get it with some context. People from different regions or countries often speak the same language differently. Another obstacle appears when translating from one language to another because this often causes us to lose the meaning or nuances that are so vital. If you have a multinational presence, it can be very important to ensure that everyone’s on the same page – but that page doesn’t necessarily have the same words.
Tips for localising global search:
- Find out where they’re searching. In the UK, US, and several other countries around the world, Google is the search engine of choice. In China, though, you would be wasting your time! The most-used engine there is Baidu; in Russia, it’s Yandex. Depending on where your target audience is, you may have to accommodate your SEO campaigns for new engines
- Find out what they’re searching for. As mentioned above, something as simple as a mobile can be called by different names. What are people in your target region/country looking for?
- Don’t assume your job is done after a simple translation. You need to make sure you capture, at least in part, the nuances of the target language. You may also have to take cultural standards/preferences into consideration for effective sites
- Consult with an SEO expert or copywriter in the target region/country. This person should be a native speaker; this allows you to catch those details that can often be missed. Simply having them read your content and look at your layout can be helpful
As more and more companies depend on a global presence, getting the language right is going to become a more pressing concern.
Posted by Hitesh Patel, Managing Director at Bullseye Media