Optimizing your Website for Global Search Engines – What’s Involved?

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International SEO is becoming increasingly important for online businesses that want to go global.

Is your business performing well in a particular country? Have you decided to expand your products or services overseas? You’re ready to step into international markets, but you don’t know where and how to start, right?

Translation and localization aren’t the only steps involved when wanting to reach out to global customers. Website owners must optimize their site in order to gain valuable traffic from a particular country. When international SEO is done right, your multilingual website ultimately benefits. Here are a few factors to consider optimizing your website for international ranking…


Translate your website – especially if it is ranking well in your local search engine


It takes time and effort to translate a website. If you have a solid, well-performing site that is SEO-optimized in its source language, then you can probably consider making it multilingual. So long as you apply multi-lingual SEO, there’s also a chance of your translated website ranking well, too. This can ultimately help provide a good ROI (Return on Investment) for your brand.


Translation Process – Using the right CMS


You should also consider whether your CMS allows you to create a multilingual version of your site. A few examples of the best systems to use include Drupal, WordPress, Joomla and Magento.


Localizing Your Content


Before any SEO tactics are implemented into your web content, you need to ensure that your chosen translator has decent knowledge about your target audience. Will they use the right terminology that resonates with that demographic? Are they aware that some phrases or words might not suit for localization? Your overall web content must be adapted for your global market before you even think about SEO.


Use Hreflang tags, consider site structure


There are 5 methods that you can use to structure your site which could help enhance your internationa SEO. These include country-coded top-level domains (ccTLDs), URL parameters, cookies to control the language used, sub-domains on single global top-level domain, or sub-folders on a single global top-level domain.


Another important SEO tactic is using Hreflang. Simply put, Hreflang is used to indicate which language is used on a page, but it also tells Google that different lingual versions of similar pages are related.


Insert the relevant keywords for your targeted audience


Using the right terminology when translating content isn’t the only important factor when trying to reach international audiences. Optimizing a translated website for search engines requires inserting the most relevant keywords into your text so your site will deliver more relevant results and appeal to your target market. You can use tools like Google Keyword Planner, UberSuggest, or Moz’s Keyword Explorer to uncover the most-searched keywords and phrases by your demographic. When using these tools, make sure to refer to the search volume of a keyword in specific countries.


You also need to optimize the following to ensure smooth SEO website translation:



• MetaTags and MetaDescriptions

• URLs

• ALT tags

• Blogs

• Links

In fact, it’s a prerequisite that you build a multilingual link building campaign for your new translated content.


Measuring success

How will you measure the success of your website translation and how can you determine if your SEO tactics were impactful? Other than using obvious tools like Google Search Console and Google Analytics to see conversion rates, rankings and traffic, business owners can even check to see whether their product/service sales figures in the target market were successful or not.


Bottom line


To be sure that the internationalisation of your website is successful, you need to maximise the impact of your SEO strategy. It’s not just a matter of simple translation and localization. Your content has an even higher chance of reaching your target audience by using the right CMS and software, inserting the correct keywords that are the most relevant and correct for your market and optimizing the overall on-page content of your site.
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Shocking Translation Fails in Advertising

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Knowing your market from A to Z is a common challenge that most businesses face today. It can lead to disastrous consequences and brand failure if you do not have an understanding of your customers and their cultural norms. When planning to take your brand and its advertising campaign overseas, it’s essential that you culturally adapt your content. Do not only learn about the terminology of a specific language, but also the country’s typical values and set of expectations. This way, you avoid facing a translation gone wrong.


Even numerous international brands have suffered the consequences of a bad translation throughout their advertising campaigns. In this article, we take a look at the biggest and most embarrassing translation fails in advertising history…


Coca-Cola
The first Coca-Cola advertising campaign in China went horribly wrong. The company decided to translate its name into “Kekoukela”, which in some dialects literally means “bite the wax tadpole” or “female horse stuffed with wax”. Finally however, the company decided to use “Kekoukele”, meaning “happiness in the mouth”.


Pepsi

Pepsi was criticized and accused of being disrespectful of Chinese culture and its deceased when the company wrongly translated its ad slogan. “Come alive with the Pepsi generation” was translated into a sentence that sounded a lot like “Pepsi Brings Your
Relatives Back from the Dead”.


KFC

When the fast-food chain launched its campaign in Beijing, the company faced a setback due to a failure of its advertising campaign. Why? Its slogan “Finger-Lickin’ good” was embarrassingly translated to “Eat your fingers off”, which made customers reluctant to eat the chain’s food.


Electrolux

Swedish vacuum cleaner company, Electrolux translated its slogan to “Nothing sucks like an Electrolux” when it entered the U.S market. While it was grammatically correct, the meaning behind this slogan did not mean well at all, especially in terms of the slang word “sucks”.


Mitsubishi

When renowned Japanese car manufacturer, Mitsubishi launched its 4X4 Pajero model in Spanish-speaking countries, it didn’t have quite the same effect as it did in other nations. Funnily enough, “pajero” in Spanish means something quite sexually crude. After learning about the word’s sexual connotation, the company decided to change the vehicle’s name for its Spanish market by calling it “Mitsubishi Montero” instead.


Mercedes-Benz

When the German carmaker decided to enter the Chinese market, it translated its iconic name which resulted with the word “Bensi”. Ironically, this means “rush to die” in Chinese! After a few changes, the brand became “Benchi” which means to “run quickly as if flying.”


Parker Pen

“It won’t leak in your pocket and embarrass you” is the slogan Parker Pen wanted to use abroad. In the Mexican market, the translation wrongly came across as “It won’t leak in your pocket and make you pregnant”, because of the false friend “to embarrass” which sounds like “embarazar”, which means “to be pregnant”. Oops!


American Airlines

When the airline decided to show-off its leather first-class seats in Mexico, the campaign failed to attract keen clients. There’s no wonder why! Its original slogan “Fly in Leather” was falsely translated to “Vuela in Cuerco”, which means “Fly naked”.

Turns out, prestigious brands also make major translation errors. These are perfect examples of how small localization mistakes can affect the overall brand message and even its sales! In addition, these can be extremely embarrassing and costly mistakes. It ultimately proves just how important it is to adapt your content to the culture of your target market.


A great way to end this article is with this touching quote by Nelson Mandela: “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
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Top 5 ICO Marketing Materials to Translate

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ICOs, or Initial Coin Offerings, have become one of the most popular ways to finance projects based on cryptocurrencies in the last few years. But have you ever wondered why certain ICOs are more successful than others? Want to know the secret?

Well, besides giving an exhaustive explanation of your products/services, offering protection for investors’ interests, and hiring established cryptocurrency and ICO specialists – the team behind the ICO knows which marketing materials to translate to get better results.


Translation isn’t something to take lightly, as it will open doors to global development through local markets. You need to be prepared and understand that translation is a commitment if you want your ICO to be a success. Not only should you translate your website and white paper, but you should also know that communication, Q&A, future updates and announcements will need to be translated too.
English may be the most popular online language but for businesses who wish to go global, it isn’t enough. Especially since the majority of customers will only purchase something online if the information is available in their own language.


According to the latest ITU data, the number of total individual Internet users reached about 3.5 billion in 2017, which was about 48% of the world population, compared with:

• 1 billion (15.8% of the world population) in 2005

• 2 billion in 2010 (28,9%)

• 3.15 billion in 2015 (43.2%)


The study also shows noticeable differences between regions around the world:

• Europe has the highest proportion of households with Internet access (almost 85%)

• The CIS (Commonwealth of Independent States) and American regions record figures well over 50%

• In the Arab States and the Asia and Pacific region, only half of households have access to Internet.

What do these statistics mean for ICOs?


It tells you how important the Internet is as a global marketplace for your Initial Coin Offering. Your community manager will definitely need back up to improve your e-reputation, and develop marketing campaigns in different languages to target appropriate investors.


You need to focus on making your online marketing tools more effective and strategic without solely focusing on your local markets, but by going international.


Let’s take a look at the top 5 ICO marketing materials that will need translation:


1. Your Website

Translating your ICO website is a necessity if you want to attract foreign investors. You need to provide information about your project, products/services and your team in the relevant languages of your potential investors.


Considering localization when translating your website is equally important, as it will strengthen your brand. If you adapt the message and overall feel of your site to mirror the foreign cultures you are targeting, then trust and credibility will be stronger, which will ultimately enhance and improve your international reputation. Multilingual SEO is also a great tool to improve your website’s ranking, visibility and ROI (Return-On-Investment).


The ICO industry is no stranger to scams. Build trust and offer high-value content to build trust and reliability among potential investors, the press and prospective partners.

2. Your White Paper

Alongside the website, your white paper is a vital element of your ICO, as it will offer important marketing, financial, and technological information about your project. This is what helps the investor trust in your coin before buying it.

Not only should the content be thorough, simple, and informative, it needs to be provided in your investors’ native languages. Find out what your target languages are and get your white paper translated by professionals. That way, investors can make a decision by fully understanding what’s going on and what exactly you’re offering. Professionals in financial or ICO translation will also use the correct terminology from the industry to ensure the right message is communicated.

3. Your e-Reputation: Announcing your ICO on Social Media, ICO Calendars, Blogs and More

ICO marketing in different languages is essential if you want to communicate your project across seas. As you’re probably aware, one of the most important moments when launching your ICO is making its announcement. It’s not only about the announcement itself, as a lot more work is required before that. You need to connect with your community and build noise in the crypto world.

Social Media

Using social media is a must if you want to establish a strong connection with your market and have your voice heard loud and clear. Provide your company news and announcements in the required languages to capture the attention of your followers or potential “likers” and make sure to communicate in these languages too.


Slack and Telegram

These platforms are often used to announce ICOs. These communication channels allow you to answer all the questions and clear any doubts your community might have. A good idea would be to have different channels for each language you’re targeting.


Reddit

This communitarian and social network is also very popular in the crypto world. Using subreddits like “ICO announcements” or “the name of your token” can be very valuable when promoting your ICO and can easily be done in different languages. Keep in mind that Reddit can be a tricky channel if you’re not careful. Your ICO can be hit hard. Make sure to have your Reddit communication managed or functioned under the supervision of a specialist in that area.


LinkedIn Groups

Present your expertise by participating in crypto-communities online. Posts and articles on influential platforms will prove your industry knowledge and will develop trust with your investors. LinkedIn Groups are also a great way to publish your content in an effective way, as you can target thematic communities. The professional network also has crypto communities in different languages.


ICO Calendars

These calendars are great tools for your ICO although they don’t usually give you a chance to explain the benefits of your project. Still, they allow you to publish some content about the upcoming release of your tokens. There are many ICO calendars targeting different countries.

4. Explainer Videos

Explainer videos are an excellent form of publicizing content about your ICO – especially when people tend to remember 10% of what they’ve heard vs. 50% of what they’ve seen.

Videos can help you provide a quick and easy explanation of your project and give investors’ confidence in your offering. Videos are generally one of the most preferred forms of content, as most people prefer engaging, watchable and interactive content rather than reading. Catchy videos are also a great technique to reflect the identity of your brand.

Translating explainer videos is an important marketing step, as they can increase your web traffic and boost your SEO strategy in local markets. For example, if you have a video on your homepage, it makes visitors stay longer, which ultimately increases traffic time on your site and most importantly, Google loves it!

Translated videos in a complicated sector like ICO, blockchain and cryptocurrency are a huge plus as it will encourage your audience to comment and share them on their social media channels. Higher ranking and better visibility increase your engagement rate and your chance of conversions.

5. Banners

Part of your branding efforts, banner marketing helps you reach potential clients – as long as the material is effective and includes a call to action. To maximise their effectiveness, banners should be eye-catching, clear and memorable but most importantly, they need to be read by multilingual audiences if you plan on attracting international investors.


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