Multilingual Keyword Research for B2B Websites

By Jen Horner

Your language partner is a critical first resource for optimizing your multilingual B2B website.

Before digital marketing, advertisers relied on intuition and luck to choose the right words to reach buyers. As John Wanamaker famously put it, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Back then, you couldn’t tell whether your carefully crafted message “connected.” Now, with digital marketing, instant feedback makes tracking possible, which helps us figure out how buyers find solutions online.

Search Engine Optimization (SEO) is the process of making your website easier to find by adapting the content and meta-data to suit buyers’ search strategies and search engines’ requirements. However, a recent survey by web.com found that only 17% of small- and medium-sized businesses planned to adopt an SEO strategy in 2017. According to SearchDex, the overwhelming majority (91%) of marketing professionals agree that “managing and building a well-run SEO strategy and team is difficult to accomplish.” If you are reading this, you are probably already thinking about your multilingual and/or international presence. Before you start worrying about hiring SEO professionals for high-level advice and analytics in foreign markets, there are basic steps your translation partner can take to create a search-friendly foreign-language site.

What is multilingual keyword research?

One step for core international SEO is multilingual keyword research. For website translation projects, we always work with linguists who are also subject matter experts. However, they may not know intuitively which terms are typically used by buyers when searching for products or services. Building a glossary of relevant keywords requires research prior to translation to make sure the best keywords are integrated into the web copy and meta-data at the very start of the process.

For example, multilingual keyword research can be helpful for software and other digital solutions. Overseas, English terminology might be used by some people, but not others. For example, ERP (Enterprise Resource Planning) software might be called “ERP” by some people in France, but the acronym doesn’t map onto the French term, which is “planification de ressources de l’entreprise.” Therefore, buyers in French-speaking countries might search for this type of product in a variety of ways, using both the French and English terms. On websites selling Customer Relationship Management software, you might see both the English acronym “CRM” and its French definition “gestion d’un base de données clients” on the same page. Others might use the acronym GRC, drawn from the French term “gestion de la relation client.” Analyzing best keywords and comparing competitors’ keywords are tasks which need to be done in-country by native linguists who can grasp subtle linguistic differences between markets.

What does keyword research involve?

Multilingual keyword research employs cultural insiders to figure out how buyers in your target market search for solutions. It’s much like English language keyword research: tools like SEMrush are used to analyze ranking and competition for the terms used to describe your product. However, it’s important for native speakers to do the research in Go to the full article.

Source:: Business 2 Community

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