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In this article, we will explore the top 5 most relevant tips and benefits of translating content into a different language.
When you think of 2020, you think of the digital world, as nowadays, almost any business that exists has an internet presence, where it promotes itself. But I’m sure there’s been at least one time when a Google quest led you to a website or platform that you couldn’t understand. All you could do was go to an online machine translator and translate the content from the website into your language… Of course, most likely, you left (bounced) the website in the end.
Because we live in a heavily digitalized world, boosting traffic and traction for your brand online (and not only) is inherently linked to translating your content into a different language and letting it speak to everyone’s wants and needs. This can be easily achieved through content translation.
Of course, when it comes to getting your translation done quickly and easily, your first choice would be Google Translate, but why compromise on quality when you can have it all?
Translating into a different language is not as simple as a,b,c, as it takes a deeper understanding of the multitude of cultural nuances and layers to get your message across. One relevant example of ‘how not to’ translate into a different language is when dealing with extremely high-level accuracy translations into Asian languages, such as Chinese.
China is well-known for being one of the most spiritual countries in the world, relying on profound Confucian teachings related to the body and soul. Let’s just say that KFC’s famous English slogan “Finger-lickin’ Good!” did not transfer well into Chinese, hinting at consuming one’s body parts in an utterly non-appetizing misconstrued translation: “Eat Your Fingers!”
Choosing a translation service provider that can add to the linguistic aspect a deeper understanding of these cultural undertones not only will influence the translation of your message into a foreign language favourably, but will also generate wider traction for your brand, making it resonate with the cultural framework and identity of the target audience.
According to a recent Common Sense Advisory Study “People worldwide prefer consuming information in their own language. Meeting this expectation − and sometimes the legal requirements to do so – fuels an indispensable global industry that continues growing due to global digital transformation (GDX),” comments Dr. Donald A. DePalma, CSA Research’s Chief Research Officer.
Translating your content into a foreign language can generate a positive multilingual experience for users, boosting consumer trust in your brand which inherently increases revenue, as internet users are more likely to buy when accessing information in their native language.
Multilingual content translation will also ensure a steady competitive edge, propelling your brand ahead of others in order to penetrate multiple markets, as users landing on your pages and accessing your content will experience a sense of familiarity and resonate with your brand.
Search Engine Marketing and Optimization is a huge deal in today’s digital landscape, especially when it comes to the need for content to penetrate the desired target markets and reach the intended audience.
Effective multilingual SEO/SEM strategies can be accommodated through translating your content into different language combinations, the more popular and high-ranking, the better, multiplying the odds of gaining higher ranking and better search results, which in turn generates more exposure for your brand.
You’ve probably heard of Neil Patel, named the ‘top web content influencer’ by the Wall Street Journal and ‘1 of the top 10’ marketers by Forbes. In his Blog post, “How to Increase Your Traffic Through Content Translation”, Neil states that in just three weeks of translating the entire content of his website into 82 different languages, his traffic increased by 47%.
Implementing multilingual translation and SEO for his website content not only created more opportunities for people landing on his page to interact with the content, but also generated traction for indexed pages, as well as multiple queries in different languages, crowned by a dramatic increase in new and foreign users of nearly 60%.
This goes to show that in the long term his search query impressions increased by an even greater margin, all pointing towards translating into a different language having very strong prospects for efficiency down the road.
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart” said Nelson Mandela. And right he was, as when your content speaks the language your visitors want and need to hear to satisfy their desire for information, they will be won over.
One relevant example of how translating content into different languages can generate higher conversion rates for a brand is the case study of The Palladium Hotel Group, a popular Spanish resort operations chain.
According to wearemarketing.com, the marketing group that created strategies to bring about Palladium’s impressive conversion growth, their main challenge was “that content was not in the language native to the audiences they were targeting, and it was also missing critical pieces in the customer journey that were impeding them from ranking in search engine results.”
Through the translation and localization of the content in six priority languages and corresponding granular dialects, as well as through overarching technical SEO improvements, their content aligned with the level of quality and depth their users and consumers expected, resulting into a truly multivalent localization success story.
High-quality and conversion-oriented Translation and Localization Services are the keys to success for brands seeking to branch out and speak globally.
Translating your content or localizing your product, service and its accompanying platforms such as websites or e-commerce platforms into a different language will be an essential element on your way to success in the global arena.
All of this and more is achievable through the innovative work of a Professional Translation Company such as AD VERBUM, where quality is never compromised.
Get in touch now, and gain the competitive advantage your content needs, on your road to Global Success.
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