Translated from Spanish by: Ana Morgado Anaya
SEO (Search Engine Optimization) is a group of strategies that have been designed to raise the profile of a website in search engines such as Google. Among these strategies, keyword research plays an essential role. It is not just about adding the most popular terms to a text, but about understanding what users search for and how they do it.
When a business decides to expand into international markets, translating website content is not enough. What comes into play is the transcreation and the multilingual SEO optimisation. At Lingua Int, we conduct a comprehensive keyword study before translating any content, ensuring that the message is not only understandable in another language, but also highly effective for search engine positioning. Moreover, our team includes experts in accessibility and audiovisual translation.
How search engines work
Search engines make use of advanced algorithms to index and rank websites according to their relevance and authority. Part of this process is based on keywords, that is to say, the terms and sentences users type into the search box. If a website contains the right keywords in titles, descriptions, headings and content, it is more likely to feature on the first results.
However, translating keywords literally from a language into another does not ensure the same impact. The most searched terms may change according to region, culture and consumer habits. Therefore, at Lingua Int we analyse what are the terms the target audience uses in their native language to ensure that the translated content is equally relevant and visible in the local search engines.
Our keyword research process
- Target market research: Before we begin translating, we analyse the customer’s target market to understand its linguistic and cultural context.
- Use of SEO tools: We use platforms such as Google Keyword Planner, SEMrush or Ahrefs to identify the most relevant keywords in the target language.
- Analysis of the competition: We research what are the terms the competition is using in the target market and where they rank in search engines.
- Selection of the appropriate terms: We choose keywords that not only have a high search volume, but that also align with the users’ intention.
- Transcreation of the content: We do not just translate, but we adapt the message to be culturally appropriate and optimised for local SEO.
Practical example: expansion of an online shop
Imagine that an online shop of ecological clothing in Spain wants to expand into the German market. One of your main keywords in Spanish is ‘ropa ecológica sostenible’ (ecological and sustainable clothing). Nevertheless, in the keyword research in Germany, we found out that the most commonly used terms are ‘nachhaltige Mode’ (sustainable fashion) and ‘umweltfreundliche Kleidung’ (environmentally friendly clothing.) If we just translated ‘ropa ecológica sostenible’ as ‘ökologische nachhaltige Kleidung’ (literally, ecological and sustainable clothing) the shop would lose visibility in key searches. By adapting the content with optimised local terms, que increase its reach and effectiveness in the German market.
Benefits of multilingual SEO
- Greater international visibility: The possibility of attracting organic traffic increases when using the right terms in each language.
- Improved user experience: Linguistically and culturally adapted content builds more trust in visitors.
- Increased conversions: A well-optimised SEO website attracts users who are truly interested in the products or services offered.
Machine translation
Can’t machine translation do the job? It is normal to ask this question when we see that most of the websites have plugins that translate the content automatically and literally. Why is it not enough if our aim is to expand our online shop and attract more customers?
- Lack of accuracy and context: Machine translation is usually literal and does not take into account cultural and linguistic nuances. This can lead to confusing, incorrect or even inappropriate texts for the target audience.
- Loss of SEO optimisation: Machine translation tools do not research keywords, which means that the content will not be optimised for search engines in the target language. This reduces the visibility of the online shop in international markets.
- Poor user experience: Poorly translated text affects the credibility of the brand and may cause potential customers to doubt the professionalism and reliability of the business.
- Cultural differences are not considered: Expressions and terms may have different meanings depending on the country or region. Poorly adapted content may lead to misunderstandings or even offend consumers.
- Impact on conversions and sales: Poorly written or unpersuasive content could diminish customer trust, negatively affecting conversion rates and reducing sales.
At Lingua Int we know companies do not translate just for the sake of it; businesses invest in translation to increase their sales. Therefore, we provide professional translations focused on transcreation and SEO optimisation, ensuring that the content is not only accurate and feels natural, but also has the highest impact in each market.
Publication on the main e-commerce platforms
But this is not all, we are also experts in the content implementation on the main e-commerce platforms. We have experience uploading content to Magento, Shopify, Prestashop and WooCommerce, ensuring that each element, from product descriptions to meta tags, is correctly configured to maximise visibility and improve user experience in each target market.
Social networks
In addition, we have wide experience in translation and optimisation of social networks texts. We ensure that messages are not just culturally appropriate, but also include strategic keywords and hashtags to increase their reach and visibility on platforms such as Instagram, Facebook, X and LinkedIn.
In conclusion
At Lingua Int, we combine professional translation with advanced SEO strategies so that our clients not only communicate their message in another language, but also reach their audience effectively. If you are looking for a translation that will really propel your business into international market, do not hesitate to contact us.
