Global Lingo Blog

How important is translation support to Search Engine Marketing?

A recent survey by BrightEdge asked Search Engine Marketers “How important will it be to have a marketing solution that can provide global support in 2012 vs 2011?”

72% of respondents said their organisation targets markets in more than one country, while 78% said it will be more or much more important in 2012 to have a marketing solution that can provide global support.

Defining the right keywords and language

Dawna Olsen, Corporate Marketing Director at Epicor, said, “One of our biggest challenges from a global SEO perspective is to define the right set of long-tail keywords for each region and language, then accurately update the global sites as quickly as we have new content.” But, as Olsen explains, part of the challenge is “having someone locally in the environment to actually go in and make the proper updates to the sites, and also to have someone in the market to understand the proper keywords in that region.”

Professional translation services – save the day!

Using professional translation services is vital to any global marketing campaign. Only human translators who can understand the nuance of your brand and adapt that to local markets, can ensure that your efforts aren’t wasted in your global marketing.

As we’ve pointed out before using automated machine translation systems will affect your Search Engine Marketing as it contravenes Google’s own webmaster guidelines. Apart from Google’s ranking penalty, your end users won’t take to machine translation of your content very well either.

A ‘Gist’ wont translate into sales

Machine translation is also known as ‘Gisting’ translation, because, you guessed it, it only gives you a gist of what the message means. I’m sure that as you’ve spent a long time honing your messages to be perfect for your target market, you want them to fully engage with you, not have a gist and have to fill in the blanks themselves. They just won’t do it; they’ll click to your nearest competitor.

You can download the full report by BrightEdge here.

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