10 REASONS TO USE SEO TRANSCREATION

A website's translation is an important first step toward reaching a worldwide audience. It is, however, merely the first step.

You'll want the proper search engines, such as Google, Yandex, and Bing, to identify those translated websites and place them on the front page of their search engine results to maximize your efforts and costs in translating a website.

Truth is, the majority of people will click on the first three organic (also known as natural) search engine results, and this is where your multilingual website should rank if you want to increase lead generation and sales. So, how do you go about accomplishing this?

It’s simple!

Implement an international search engine optimization (ISEO) approach that involves transcreation. I'll go over some 10 reasons you should use SEO transcreation in this article.

Getting Started with International SEO Transcreation

An ISEO strategy is a similar process to an SEO strategy, with one of the most significant differences being that an ISEO strategy needs to include a transcreation process for your target SEO keywords and also the content on your website.

Transcreation involves adapting your branded marketing content to another language while keeping the intent and emotion of the content intact. It’s much more than just translating words. Part of the transcreation process is to know how many people are searching for specific keywords in your target market.

When you properly implement the transcreated keywords into the web copy, you’ll not only be able to evoke the same emotion and present the same message as the original content for a specific language and locale, but you also dramatically increase the chances of your website ranking prominently in the search engines.

The Role of Localization in Transcreation

Combining localization, which is the process of adapting content to a specific locale or market, and being able to evoke the same emotions for your multilingual websites as for your source language website, you’ve successfully started with the transcreation process.

Localization involves translation while relaying the right message. It also includes things like replacing graphics, changing colours, and adapting the page layout for the appropriate locale.

Transcreation can make a big difference in reaching your global audience, as it should accurately reflect your messages, and with the correct keywords, you’re successfully educating the search engines on what your business is all about and what keywords should drive traffic to your multilingual websites.

TRANSCREATING YOUR SEO KEYWORDS

The transcreation process can begin once you've compiled a list of source-language SEO keywords and accurately mapped them to each page of your website. We collaborate with experienced, native-speaking linguists who are skilled in the art of worldwide SEO when we assist customers with keyword transcreation. Because language evolves, these specialists must be intimately versed with the culture of the target location.

Transcreation entails combining word translation with data analysis to determine which translated terms to employ. For example, a translated term may be technically correct, but if few people search for it, it will not be nearly as successful in terms of SEO as a term that receives a lot of hits.

What is Transcreation?

The term transcreation is used in the global marketing world, and more specifically, in the advertising sector. The term is a combination of the words “translate” and “create,” which helps explain the act of translating a message but following a creative process that considers differences in cultures, regions, or groups of people to which the translation is directed.

Transcreation, as a process, is adapting a message from one language to another, while maintaining its intent, style, tone, and context. It’s all about preserving your message in a new environment to reflect your brand and company ethos to a local audience.

As you can imagine, it’s super important when it comes to marketing translation. Head over to our Marketing Translation blog post for even more information about the process.

To succeed in search, brands should make use of SEO transcreation, and here are some reasons why.

1. TRULY UNIQUE CONTENT

Content that is transcreated is truly unique since it is developed with the target audience in mind and, in many cases, is quite different from the source text.

With search engines and machine translation tools becoming more sophisticated, it makes sense to create truly unique content for every page on your site, and transcreation allows you to do this effectively.

2. HIGHER CLICK-THROUGH RATES

By crafting your page titles and meta descriptions to appeal to users in your target market, you can enjoy higher click-through rates from organic search traffic.

This, in turn, sends the right signals to search engines to let them know that your content is relevant to the search query, encouraging them to rank your content higher in search results.

3. REDUCED BOUNCE RATE

If users arrive at your site from search engines only to return a few seconds later, this sends entirely the wrong signals to search engines. It lets them know that your content is irrelevant or of low quality, and this might force search engines to demote your site in their results pages.

So, reducing bounce rate is key to informing search engines of the quality of your content and building authority in your niche. Website localization and transcreation of the source content to appeal to users in local markets can help to significantly reduce bounce rates.

4. LONGER DWELL TIME

Users will spend more time on your site if your content is engaging. Increased dwell periods, like bounce rates, give signals to search engines indicating that your material is interesting and useful to readers.

5. REPEAT VISITS

Visits to your site on a regular basis not only transmit quality signals to search engines, but also have a direct impact on your rankings in customized search results.

For logged-in users, both Google and Bing provide tailored results, which frequently rank sites far higher than their usual natural search positions for users who have previously interacted with your site. The more times these users return to your site, the higher your site will show up in similar searches in the future.

6. INCREASED SOCIAL MEDIA SHARING

Whether?social sharing has a direct impact on SEO has been debated for years. Although several studies have found a link between social sharing and search engine rankings, many skeptics argue that this is only a correlation, not causation.

Whether you agree or disagree, social sharing benefits your SEO indirectly by boosting the chances of your material being noticed, shared, or linked to other websites.

Transcreated content, on the other hand, is much more likely to be shared because it is tailored to the preferences and behaviours of users in the target market.

7. MORE RELEVANT BACKLINKS

Increasing the number of high-quality, relevant backlinks (links to your site) is an important element of your SEO strategy. Many SEOs believe that link signals are the strongest signals available to Google to determine quality and relevance.

It is important to receive backlinks from high-quality sites in the target country, since this reinforces relevance to users in the region.

8. ALLOW BRANDS TO CREATE RELATABLE CONTENT

Transcreation allows brands to develop content that users can relate to, which encourages social sharing as mentioned above and increases the likelihood of links to the site appearing in local news and on relevant blogs in the local area.

9. INCREASED TRUST AND AUTHORITY

Search engines don’t reveal their secrets so no one knows exactly how they calculate and rank sites based on authority, but all SEOs are in agreement that authority signals exist and are in use.

Types, quality, and relevance of inbound links, bounce rates, dwell time, and repeat visits all contribute to a lesser or greater extent to trust and authority. Positive reviews and sentiment online could also be contributing factors.

Poor translations certainly impact negatively on trust and authority, but even the more accurate translations often fail to capture the desired persuasive or emotive spirit of the original text. For content to really travel and succeed in building trust and authority, it needs to be transcreated.

10. HIGHER CONVERSION RATES

The entire purpose of SEO is to drive conversions, which could mean leads, sales, or file downloads, depending on your business model. So, a well-thought-out SEO strategy would focus on the site’s objectives as part of the overall business strategy.

A site’s conversion rate is an extremely important KPI for determining effective search marketing tactics and every business should include some sort of conversion metric to measure success.

Transcreation, including the adaptation of not only copy but images, logos, symbols, and colours, is proven to increase engagement and conversion rates in local markets.

By working with a dedicated transcreation team, businesses can build, test, and optimize their digital offering in the target market, improving on all the metrics previously mentioned to deliver a successful SEO and conversion rate optimization strategy in overseas markets.

Need help implementing an effective SEO transcreation strategy for your business? Contact us for a free consultation.