This publication was researched and written by Gabriel Karandysovsky.
Businesses setting out on the path of conquering the world will inevitably face the prospect of adapting their keywords to the local markets they plan to expand into.
The first part of the answer is that optimizing keywords leads to better visibility among the myriad of search engine results. Today’s digital e-commerce jungle is a highly competitive place with thousands of brands vying for consumers’ attention. For mobile video games, the competition numbers in the hundreds of thousands.
Naturally, a brand will (or should) want to be more easily discoverable than its competitors. Brands that invest in keyword optimization (also referred to as Search Engine Optimization, or SEO) will generally rank high among the search results. The higher it ranks, the more visitors a brand attracts to its website and, potentially, the higher its chances of successfully converting those visitors into users, thereby monetizing their products and/or services. SEO is carried out in order to achieve more growth in the targeted markets.
Investing in proper keyword localization is often a task that companies forget about, realizing its necessity only much later in their globalization process. However, companies should design a keywords strategy that helps them match their content with user searches well upstream, as an inappropriate decision may end up hurting the overall user experience (UX). Even worse, it can make the website or app invisible to users.
This brings us to the second part of the answer. SEO can be costly and there’s no one single way of doing it right. At the same time, however, SEO is something businesses should definitely be trying to do right. The odds are high that the return on investment will outweigh the costs. Knowing which SEO strategy to adopt can potentially save a company tens of thousands of dollars.
When it comes to managing localization from the client side, the tendency is to rely on two main pillars: language support and translation technology. The standard approach in the industry is to assign these key areas to two separate parties, usually outside the organization.
As you begin to expand your target audience to include speakers of languages other than just English, you may quickly find the road ahead of you is much rockier than you had originally anticipated. But don’t fret: creating impactful, lasting multilingual content is a long game, which requires developing the right strategy.
It’s already been six years now since Google revealed that Google Translate processes 146 billion words a day — three times more than what all the professional translators in the world combined can do in a month. That was 2016 and things haven’t really slowed down in the machine translation (MT) universe since.
Deep down, every business person in the world knows it: localizing a company’s content and products can boost revenue — enormously. But how can globalization experts persuade the C-suite — and other stakeholders — to greenlight a localization program? In other words, how do you pitch a localization program? Answer: you create a business case.