The internet has made it easier for people to communicate, and with that evolution, businesses have found additional value in expanding into the global marketplace. In the development of international online marketing strategies, professionals have had to take an objective look at search engine optimization (SEO) and discover which aspects translate well into multilingual spheres.
Languages like Chinese, Russian and Arabic have grown by 1,500 percent, 1,800 percent and 2,500 percent respectively since 2000, Bussiness2Community reports, and their penetration rates of 37 percent, 42 percent and 18 percent leave room for further growth. Therefore, optimizing for foreign markets is essential for greater global success. Here are two tips to consider:
1.) Localization issues – When crafting content marketing campaigns, professionals need to make sure their characters can be picked up in different locations. While translation is important, companies might also need to change messaging and grammar – dumping text into Google Translate is never enough.
2.) Optimize for native engines – Companies need to optimize their sites to appeal to native search engines. Google may be the leading destination for a significant population of people, but other sites still exist, and using SEO to rank high on China's Baidu or Russia's Yandex may be lucrative efforts.
Businesses need to brand themselves in translatable ways, so people all over the world can relate to their messaging and vision. Without an adaptable vision, international campaigns may not be successful today.