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3 tips for keyword research and content placement

3 tips for keyword research and content placement

Good localization is just good SEO.

Why?

Because getting your content translated and localized specifically to your target market definitely helps that target audience find your content in the organic search results.

And when they land on the page, localization helps them understand your products and services and to take the actions you hope they will take.

Poorly translated content (ie content that was not created for the best interest of the local audience) is more likely to struggle to gain good visibility in the organic search results.

Localization projects can be expensive.

However, consider the alternative: a cheap, poorly translated site.

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The results would be awful – not just for SEO, but for your company’s future in this market.

Using the right word relations

Any local keyword research should always be performed as the first step in the localization project.

Using the right word during the localization process will help you get in better touch with your local audience, which will impact your business success in these markets.

The “right” word does not mean that it is the word with the most search volume.

This means that it is the word most often used in the local market by the target audience for the type of industry your business is in.

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The word “analysis” can be translated as “解析” or “ア ナ レ テ ィ ッ ク ス.” Both are correct Japanese translations.

Let’s say you’re trying to get subscriptions to your analytics tool in Japan.

Audiences in the analytics industry will have no problem with any of the words.

However, if you are looking for small and medium business owners, especially an older one, they may never search using the word [アナレティックス] as their search query and will not find your content when searching for a tool.

Challenges Many foreign website owners experience

Translators

Just because a person is native does not mean that he / she can write professionally in the local language.

Not everyone has good writing skills.

Adding the translation ability makes it difficult to find the right person for the job.

Some people use translation software to do the job when asked to translate the content (this happens more often than you might think).

Many companies choose to use internal talent. It makes sense as they often have a better understanding of the content.

However, the problem still remains – he / she may not be a good writer.

From an SEO point of view, it is a concern that neither the translator nor the internal staff have an understanding of SEO.

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Especially when a person is good at writing and gets very creative in the localization work, the sentences are completely rewritten, which can be contrary to best practice for content optimization.

Translation project

In general, the translation project is held independently.

SEO and other teams rarely get the input they need to create optimized content using the right keywords. Some companies have an in-house team to review and edit the content translated by an external agency.

If a business is concerned about optimizing content, it’s usually when content optimization happens, with quick keyword research from the local team.

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While it may take longer for the content to be published on the local site, this is likely to be a more reasonable process for many businesses.

Maintenance of local content

Unfortunately, another common challenge is to preserve local content.

Once the content is translated and localized with some keyword research, it is usually left as it is and never updated – although the content is always updated and new pages are added to a parent site.

Searchers’ interests and queries can change surprisingly quickly, and the word on the site and even the content itself can become obsolete.

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The shift could come quickly and suddenly, even to some traditional companies (as many learned during the COVID-19 pandemic).

Local businesses that adapt to such changes immediately can then update existing content or add new content to the site.

It is one of the biggest challenges for foreign companies to remain competitive in other markets.

Tips for keyword research and content placement success

Create a translation / localization process that includes keyword research and SEO

While SEO should not be the job of translators or content editors, it has some SEO understanding that it is easier to launch local websites that work well.

Create SEO guidelines for them to follow.

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2. Always monitor the performance of the site

Once you have launched the local site, monitor the performance.

Solve problems quickly once you identify them.

If the pages do not rank well, review the content optimization.

If the pages rank well but do not get much traffic or conversions, review the translation / message and user experience points.

Be sure to test the form and other conversion points will work properly in the local market in the local language.

3. Talk to local teams and contact points

Through ongoing communication with the local team and other contact points, including sales representatives, you will find out if they have noticed changes in local interests.

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Ask them if the content on the site needs to be updated or changed. They may have seen the recent activities of local competitors.

Encourage them to provide such feedback that can help grow the business in their market.

Takeaway

It is important to effectively integrate localization, SEO and content creation into a coordinated workflow.

The faster this happens, the faster you can realize greater efficiency and performance.

This collaborative process will enable the entire company to understand consumers’ needs and desires – improve product innovation, content engagement and conversion.

Featured Image Credit: Paulo Bobita / SearchEngineJournal

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