Website Translation For Today's Digital World

Website Translation
for Today’s Digital World

CONTENTS
Top Challenges of Global
Websites
Website Translation is
Evolving
Getting to the Top of the
Search Results
SEO Translation
Global Content Marketing
Summary
Introduction 3
4
5
6
7
9
10
How Lionbridge Can Help 11

3
Website Translation for Today’s Digital World
www.globalmarketingops.com
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Introduction
The internet has revolutionized the way you engage
your customers. Has your approach to website
translation changed too?
The Internet can extend your brand to customers all over the
world in an instant. At the same time, the explosion of digital
channels makes it seem like “going global” should be as easy as
flipping a switch.
But reaching your global customers is about much more than
simply translating your website word-for-word. You need to
consider culture, context and channel – in a word, “localizing”
your website to meet the requirements and expectations of
individual markets.
How do you pull it all off? You need a proven, comprehensive
approach that streamlines website translation, ensures keyword
optimization, and builds a global content marketing program that
creates fully-optimized content, targeted to your specific markets.
Keep reading to learn more.

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Top Challenges of Global Websites
Even after you’ve made the move to adapt your website for your
individual markets, there are a couple of big “gotchas” waiting to
trip you up.
“I’m looking at my web analytics and we’re only getting 10
visitors a month to our Italian web pages.”
You built it – but they didn’t come. If you go to all
the effort of building a local web presence, it can be
disheartening to see only a trickle of visitors coming to
your translated pages.
Your search marketing success didn’t translate
along with your messaging. Search campaigns rarely
translate directly into other markets. You need help to
retool your marketing with local search behaviors in
mind.
“My business ranks #1 in the US for ‘hotel,’ but we’re not even
in the top 100 for ‘hotel’ in any other market.”
Knowing these pitfalls is the first step to avoiding them - and
turning your website into a global success.
Let’s see how…
1
2

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Website Translation is Evolving
In the past, the web was static and centrally managed, with
a one-way flow of information. Marketing spend focused on
traditional media and websites were managed centrally by IT
departments.
Today’s dynamic web offers unprecedented reach for marketers,
providing access to consumers anywhere, anytime. It has
become an interactive, collaborative dialogue where brands are
publishers and consumers are in control.
The evolution of the internet and the shift to digital, social and
mobile marketing also represent a shift for your approach.
Intelligent marketing strategies are now driven by how customers
find and engage with your brand.
Let’s take a look at what that means.
SEO
Translation

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Getting to the Top of the
Search Results
Increasingly, companies who have already localized their website
are frustrated with the traffic they’re seeing on their localized
content pages and by their current keyword rankings in various
global markets. They’re realizing they need to think like their
target customers:
• 72.5% of worldwide Internet users use search engines to
find what they need
• 30-50% of users enter a generic word or phrase as a
starting point and refine their search to improve the results
until they achieve the desired result….or they give up!
• Searchers on average scan 3.9 results, assimilate 140
words and spend 6.4 seconds before clicking on a link
• 79% of users scan your copy instead of reading every word
Keywords that are simply translated word-for-word instead
of being selected especially for the local market just won’t
cut it. What’s required is an approach that infuses SEO
throughout the translation process, ultimately leading to
a 15-40% increase in website traffic.

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SEO Translation
Transforming your global website from a static content repository
to a full-blown lead generation tool requires infusing SEO into your
translation process—a process known as SEO Translation. Here’s
how it works:
Establish a baseline
Benchmark your current search performance in your target
markets, including site traffic by language, search results pages
(SERPs) for your target markets and keywords, and competitive
keyword analysis.
Keyword research
Identify, analyze and refine optimal keywords by creating a critical
keyword list, localize those keywords based on how people
search for them, and vet them against various tools to determine
traffic and competition.
SEO Translation
Provide your source content and associated keywords for each
language to SEO-trained translators so they can translate to
get the appropriate keyword density, metadata, and descriptive
sentence for the search results page.
STEP 1
STEP 2
STEP 3

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Localization and SEO QA
In a staging server environment, check for completeness of
translations, appropriate keywords on each page, optimal
placement of keywords and duplicate content.
Ongoing optimization
Identify keyword performance in each of your markets, trends
for that keyword, and any new trending keywords you should be
building new content around.
STEP 4
STEP 5

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Global Content Marketing
Companies even further along in their website marketing now
recognize that an online presence needs to span beyond
lead generation to include local content creation. Remember,
consumers are now in control of their buying decisions and
searching the web for information no matter where in the world
they live. Your goal is to be found and recommended and shared.
Global content marketing success is driven by the results of your
SEO benchmark, so you’re able to create significant amounts
of fresh, highly-optimized content in the languages of your local
markets, and expand it beyond your website to include other
mobile and social realms. In addition, content marketing allows
you to engage with local market influencers to build inbound links
to your content and participate in local conversations around your
products and services – all leading to significant upward search
engine mobility.
As you can imagine, what influencers consider “compelling
content” is as unique as the local culture in every individual market
you’re targeting. So simply translating your core content strategy
into a new language is simply out of the question.

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Summary
The evolving global web requires a new
approach to website translation
SEO Translation infuses SEO throughout
the translation process, uplifting your
global website traffic by 15-40% on
average
Global Content Marketing produces
customized, in-market content that
typically drives a 50-100% uplift in
traffic over traditional
website translation

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How Lionbridge Can Help
Lionbridge is helping leading companies evolve their website
strategies. We can help you too.
• We are the only company offering all three approaches
to global web translation (traditional translation, SEO
Translation and Content Marketing)
• We have the most expertise, giving you the highest
probability of success
• Companies leading in SEO, like Expedia and Microsoft,
are choosing our approach
• We are much more cost effective and skilled in global
SEO than a regular ad agency
• Our delivery model gives you the ability to change your
approach without changing vendors
Lionbridge brings together unique and proven program
management strengths and local market “crowd” expertise with
advanced cloud technology. Based in Waltham, MA, we operate
across 26 countries and enjoy thriving, trusted relationships with
more than 500 clients.
Learn more about our approach to website translation by visiting
www.globalmarketingops.com.

Website Translation For Today's Digital World

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Website Translation For Today's Digital World