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SEO not enough to access global markets by Tom Rowse
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SEO not enough to access global markets |
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Business,Search Engines,Website Promotion
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As more parts of the world become receptive to new technologies and state censorship and cultural taboos give way to more a more globally receptive attitude toward online content, huge new areas of the market are made available to savvy businesses. Tools such as Google Translate and YouTube offer a free and easy way to communicate ideas across language barriers but neither is a fool proof means of doing so, and misuse of these mediums may do more harm than good. Google Translate is a long way from being 100% accurate and although flashy graphics and smiling faces in YouTube videos can communicate ideas across language barriers, they don’t necessarily translate across cultural barriers. Consider the cultural connotations of a young business woman in a skirt enjoying a glass of champagne in the office, to some Westerners this is an image associated with success and gender equality in the work place, but it could be culturally alienating to potential customers in the Middle East. Just relying on SEO isn’t good enough either. Being top of the Google rankings doesn’t guarantee optimum access to global markets. Google isn’t the top search engine in every country; in Russia it’s Yandex, in China it’s Baidu. And users using auto-translate software in those regions may not even be able to tell what your product is let alone whether it’s reliable or suitable. The first thing you need to do is identify your market. Check where your traffic is coming from and try to understand why that area of the market is interested in your product. When you have identified the target demographic then you can safely say that it is worth addressing them directly and in a fully professional manner. You need to hire professionals for effective localization services. Translation services aren’t just about translating websites word for word; they involve thorough consideration of cultural differences and the intended meaning of the source language text. Professionals from agencies like EmpowerLingua are not only linguistically competent in the languages they work in, but are also familiar with the cultures from which those languages came and are therefore able to optimise your website or promotional material to a standard that no software can come close to. If you are serious about expanding your business abroad then you have to be serious about translation services and not be willing to settle for mediocre alternatives.
Related Articles -
google translate, translation services, website localisation, global,
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