Translated content for your website or blog may not be as tricky or complicated as what some businesses may think.
We know, as a business, we need to keep up with the constantly changing online environment, from knowing how customers’ online buying behaviour is evolving, to understanding how marketing strategies need to be tweaked and adapted to major online platforms, to how the internet is creating more opportunities to grow and expand across other countries and tap on new target market.
Companies that implement search engine optimization (SEO) strategies will know just how powerful content can be in driving new targeted customers, from all parts of the world, regularly on a long-term basis.
What if you could take SEO to the next level?
This is where translated content comes in.
First off, Google loves content but not just any kind of content. By content, we are referring to the written format and not imagery or video content. There are 3 kinds of content that perform well on Google rankings:
- Content that is original and unique
- Curated content with paraphrasing
- Translated content
What exactly is duplicated content?
Here is Google’s own definition of duplicated content.
“Duplicated content is defined as substantive blocks of content within or across domains that either completely matches other content or are appreciably similar. Mostly, this is not deceptive in origin.”
But isn’t translated content duplicated content in a different language?
There are 2 kinds of translation in this context:
- Human Translation: Using a freelanced language specialist or engaging professional translation services from a language solutions service provider
- Auto-Generated Translation: Using Google Translate, Machine Translation, Neural Machine Translation or any online translation tool
Auto-generated translation is a definite no-go and is considered duplicate content by Google. It is as good as copying your content article or blog, pasting it in into Google Translate, and taking the translated content as a “new” content for SEO purposes. This will not work as machine translation do not produce rich, unique, relevant, quality and relevant content.
Human Translation, on the other hand, prevents duplication. Somewhat considered as tailor-made content. Unlike machine translation, when you translate an article or a blog, you are not translating it in a word-for-word basis. This simply means you are writing a completely new article or paraphrasing a new article in a different language.
For an even clearer understanding, hear it from Matt Cutts, the head of the webspam team at Google:
What if I have duplicated content, will my website get blacklisted on Google?
The answer is no. Google does not penalize duplicated content. Rather, they will just ignore it. Google bots crawl millions of website pages per day, and they are intelligent enough to know which content is the original source. If they come across content that is duplicated from the original source, they will just ignore it, regardless of how much SEO efforts are being put in.
Translation services for SEO
If you’re a business that’s expanding internationally, not implementing SEO efforts as a marketing strategy is a call for failure. Implementing SEO efforts to rank your website in the English language takes you into the pool of sharks, fighting for the 1st page. It can be aggressive and competitive.
If you’re implementing SEO efforts to rank your website in multiple languages, that’s taking it to a whole new level. As tedious as it may sound, SEO is a proven marketing strategy that is guaranteed to drive customers and revenue for your business when the right keywords are targeted.
So why aren’t companies doing this?
- It can be too costly having to pay for both SEO and Translation Services
- It is a long-term effort but unfortunately, many SMEs do not have the patience for SEO, let alone SEO for translated content
Companies who do this, however, know the effectiveness for long-term gains.
Getting SEO services may seem easy but getting the right translation services is not. One of the most cost-effective ways to get your content translated is to engage a professional language solutions service provider because whether they are doing translation services for SEO, transcription services for SEO, or subtitling services for SEO, these professional translators are well-versed linguists and experienced writers.
“Good content is not storytelling. It’s telling your story well.”