With companies looking to reach out to customers around the world, it’s important to understand how to optimize a web site for the international market. One of the best-known methods for improving international page rank and driving traffic to your site is through search engine optimization (SEO). Webmasters employ SEO techniques, which factor in the complexities of search engine algorithms and how people search using keywords, to improve “the volume or quality of traffic to a web site from search engines via ‘natural’ or unpaid…search results.” [1]
Keyword density is the single most crucial parameter used in search engine optimization. The majority of SEO experts suggest aiming for a keyword density of 1 to 3 percent in your site’s text. Search engines like Google frown upon the overuse of keywords – a practice known as keyword stuffing – and will penalize a site that engages in this practice.
Just as search engine optimization is of great importance to a website written in English, it’s equally important to consider SEO when optimizing your site for other languages such as Spanish, Chinese or German. Here are some steps you can take to improve your international SEO and ensure that your site ranks well with your target audience.
1- Never use direct translation to create keywords and page titles in your target language. Direct translation is rarely a wise idea, but even less so in the case of keywords, which “have evolved directly to serve the everyday needs of the people of a particular country,” [2] according to multilingual search marketing guru Andy Atkins-Krüger. A direct translation of a keyword may yield the correct term, but what you’re looking for is the most popular term.
2- Remember that keyword translation may differ even within the same language, especially in languages as diverse as Spanish. For example, Spanish speakers in Latin America are likely to search for “computadora” while users in Spain will use the keyword “ordenador,” even though they’re both looking for “computer.”
3- When performing keyword research for your target country, use the search engine’s advanced search feature to restrict your query by specifying the international domain extension (for example, Argentina [.ar], Spain [.es] or Chile [.ch]).
4- The most sound approach to conducting international keyword research is to hire a native speaker of the target language, as only a native will be familiar with the critical nuances that make all the difference. Include the keywords yielded through your research in your page titles, descriptions, and tags, as well as advertising keywords and links.
5- Make sure your web host’s servers are located in your target country, and secure a domain name with the appropriate corresponding country extension. A site that meets these criteria will take a major hit in its ranking.
[1] Wikipedia, Search Engine Optimization
[2] Search Engine Watch, Translating Keywords Should Never EVER Happen
