This site for a southern California criminal defense attorney has content written in English using Google Translate to create pages translated into Spanish. Notice the choice in the top right corner for English – Espanol. Click on the buttons and you’ll see that the pages change between English and Spanish.
In this example, a separate site is not needed because both languages are targeted at ranking in the U.S. If this attorney had a second location in Spain, then ideally he would have a separate domain registered with a country code TLD and hosted in Spain. With locations in two countries, the easiest way to rank is on separate domains.
How much effort is the company willing to invest in ranking in separate countries? Will you register a country specific domain for each language or use languages in directories?
More expense and work is involved with separate domains:
- Building additional sites
- Paying to host multiple sites
- Renewing multiple domains
- es.wikipedia.org for Spanish
- de.wikipedia.org for German
- it.wikipedia.org for Italian
Read How to do Multilingual SEO for WordPress Sites to get a better idea of your choices. The WordPress multilingual plugin available on that site makes translating and doing SEO for multiple languages much simpler.
How Search Engines Recognize LanguagesWhile search engines can detect languages, it is best to use the <html lang=”xx”> tag to indicate the language a page is in. For more details, read Multilingual Sites and Search Engines: Part 1.
According to that post, “global corporations as a rule have separate sites (and most often separate domains) for the countries they operate in.” While that is the most effective method, it does require more work to create and maintain.
SEOChat Supermod GabrielG suggests you can even “get sophisticated and detect a user’s language, geolocation, or other characteristics and serve the appropriate language site, in case Gooogle doesn’t do that automatically.”
Why Machine Translation is NOT Good EnoughWhile using Google translation or some other machine translator is the least expensive way to go, these translations are very inaccurate and sometimes impossible to even understand. While there are translation plugins, do not use them unless you just cannot afford a human translator.
Do not sully your brand’s reputation by skimping on content in additional languages. Using human translators is a must. If you do not have someone within your company capable of accurately writing in the language, contract with a company that specializes in language translations for business.
Keep in mind that being able to speak a language does not guarantee a person can write well in it anymore than assuming that everyone who speaks English can become a paid writer or editor.
If you use machine translation, you will end up with major brand reputation issues. See this infographic from Understanding and Avoiding Communication Blunders.
Hopefully you now understand why machine translation can never take the place of using the best human translators who are excellent at both translation and content development.
Duplicate Content on Multinational WebsitesIf the languages involved are totally different (English and German, for example), there is no duplicate content issue. Having the same content on pages written in languages that are closely related – such as UK English versus US English – would definitely create a duplicate content issue.
See the Brick Marketing post Duplicate Content on Multinational Websites for more details about duplicate content. Nick Stamoulis wrote:
“If your site takes a massive hit in visitors and rankings for at least three months (enough time to call it a trend), your site might have been flagged for duplicate content.”
The goal is to SEO a multilingual site so that it will rank in each location. For that, separate sites are best, but even with one site your goal should still be to rank each page if at all possible.
This concept is rather simple, but the execution can cause many businesses to falter. After all, this is no longer the early days of the Internet when you could use unsophisticated practices to raise your SERP ranking. Instead, you need to use a targeted SEO approach that acknowledges the latest Google algorithm changes. It is also vital to utilize inbound marketing to get the most out of your marketing budget.
To turn your dream of combining a high SERP ranking with an increased conversion ratio into a reality, you will need to need fully embrace the following tips.
1. Blog on a Regular BasisIf you start a blog, you will be able to maximize inbound marketing and boost your SEO ranking. According to HubSpot, your odds of enjoying a successful ROI from your blog are 13 times higher than other inbound marketing techniques. Additionally, 82 percent of companies that blog daily have experienced an increase in customer acquisition.
In other words, maintaining a blog should definitely be an integral piece of your marketing and SEO strategies. Always remember that driving more qualified leads to your website should be your ultimate goal because this will result in a better conversion ratio. By posting high quality, relevant blog entries, you can more easily attract the attention of qualified prospects.
2. Use Images and Logos to Your AdvantageStudies have proven that there is a strong link between recognizable brand imagery and sales, which makes it critical for every business to place a big emphasis on logo design. When creating a logo that will define your company, it is necessary to ensure that the image is eye-catching, unique and memorable. This logo should then be proudly displayed on your website and social media pages, along with having a spot on all of your packaging materials.
The other images that you use online will also play a major role in your bounce rate. In fact, the caption that you put underneath each header image on your blog will receive a 300 percent higher engagement rate than the rest of each entry. With this in mind, you must choose imagery that is interesting enough to make people take in the associated caption.
If you do this successfully, consumers will be more likely to stick around long enough to make a purchase. As an added bonus, the title and caption of each image offers yet another place to harness the power of SEO in order to boost your SERP ranking.
3. Widgets Can Boost SalesNow that your images, logo and blog are pushing more traffic to your site, how do you take advantage of the influx of prospects? It is helpful to be aware that positive reviews have an impact on 90 percent of the consumers who read them. In other words, if you can get positive reviews in front of your website visitors, you should naturally experience a noticeable boost in your conversion ratio.
But how do you put reviews in front of consumers without getting them to click on a testimonials page? The answer is simple: use a conversion rate optimization widget. This will enable you to put positive reviews on your homepage without having them be the focal point at all times.
Instead, the widget will pop the reviews on top of your other content until the visitor minimizes them. This is effective because consumers will have easy access to your reviews, which will make them feel more encouraged to commit to a purchasing decision.
The ultimate end goal for employing all of these techniques is to make it easier for people to find your website and buy something during their first visit.
Images, regular blogging and an eye-catching logo will all be beneficial, but make sure that you have the proper conversion tools in place to take advantage of the increased attention that a high SERP rank provides. A review widget is a great place to start, and you should also strongly consider using a responsive, mobile-friendly website design to make your site as accessible to consumers as possible.
Most SEOs are always in search of effective tools to monitor their website rankings in search engines for target keywords. Keyword rank tracking is a usual and common SEO practice by internet marketers and bloggers to find out how their web pages are appearing on search engine results for queries they want to appear for.
Great rank checkers give you an idea how well website rankings are going on over time and how well your site optimization efforts are progressing against your competitors. Everything starts with site rankings! There are no traffic and conversions without rankings. Therefore, the higher your website rankings are, the more traffic you can get on your website.
SEO is a great market that provides a great number of tools to check your keyword rankings and handle your daily tasks. In this post we will show you the smartest rank tracking tools on the market.
#1. SE Ranking
SE Ranking is my favorite seo tool from the list we use every day and recommend to include it in every search marketer’s tool chest.
It is possible to check local and mobile rankings, get extra data on your selected keywords (search volume, AdWords suggestion bid, KEI parameter and results returned by Google), spot Top 10 competitors in order to track their results and add extra users to your account with access to all the data you want them to see.
With its easy-to-use and simple interface, SE Ranking allows to check site positions in Google, Bing and Yahoo search engines. After getting ranking results, you have the option to export them to White Label reports in .pdf, .csv, .html and .xls formats.
My favorite features of SE Ranking are the ability to check unlimited number of websites and a great number of keywords at once and the convenience to check out which search queries are in the top, left top 10 and entered top 10. You can check out the software within a free 14-day trial.
#2. Web CEOWeb CEO is a great rank checker that helps to check not only website keyword rankings, but find out the rankings of your competitors. The tool allows tracking all rankings like organic search results, vertical listings, ads as well as it tracks your website rankings on desktop and mobile devices.
I love Web CEO for the option to check YouTube rankings, as YouTube is now the second video search engine in the world that helps to promote your company. All results can be provided in PDF format with your logo and brand name that gives a touch of professionalism and elegance in eyes of your clients. The too is free to use, but with additional restrictions.
#3. Rank WatchRank Watch is one of the most powerful and accurate tools that carefully calculates your keyword rankings at once. It enables not only showing your current, highest and initial rankings with search volumes, but also keeps your historical rankings that are a huge benefit for SEO experts to have historical and competitive intelligence for certain search queries.
With Rank Watch, you can track site ranking as precise as possible with the specific city on which you want to track. The tools offer users a wide range of fully customizable and branded reports with your company logo and brand name and with the ability to schedule reports for delivery on a daily, weekly, monthly basis. To check out the best features, you can start a free 14-day trial.
#4. RankTrackrRank Trackr has one of the greatest layouts that you can ever find in a rank tracking tool. The tool uses the most advanced approaches to access ranking results for local tracking with precise accuracy in an area using a certain region, city and zip code. It gives a great ability to filter keywords that are doing the most progress for your website.
I love RankTrackr for the ability to track any form of ranking such as organic search results, local map results, and images. You can try out a 10-day free trial without obligations.
#5. Rank TrackerRank Tracker is a free tool that has one of the smartest interfaces of all rank tracking tools that I have ever used before. It has a simple and easy-to-use dashboard that displays all search queries how they rank on search engines and how they have changed over time.
If you need to optimize your site, the tool has a great keyword suggestion tool that helps you disclose best and profitable keywords for you. One of the greatest features is that Rank Tracker monitors site rankings on all localized versions of search engine and even on additional ones like Yandex, Ask.com, and Alexa.
Over to youNow you have a clear idea what rank tracking tools should better get to work. The quicker you work, the quicker you get results. I can’t deny that there are other SEO tools that can help you monitor site rankings in search engines. You can just look through suggested tools and check out the best features.
If you use other rank tracking tool that works well for you, let us know in the comments below!