Why your website’s SEO translation might be failing (and how to fix it)

Translating a website for SEO is far more complex than simply converting text from one language to another. It requires a deep understanding of local search behaviours, cultural nuances, and how search engines rank websites across various regions. Many businesses fall into the trap of thinking they can directly translate content without considering these factors.

However, this approach can severely hinder your search engine optimisation (SEO) efforts and online visibility. Here’s why most websites struggle with SEO translation ─ and what you can do to fix it.

1. Localised keyword research: the foundation of SEO success

One of the most common mistakes in SEO translation is assuming that keywords can be directly translated. Keywords that perform well in one language or region may be irrelevant or infrequently searched in another. Effective SEO translation requires new, localised keyword research for each market.

For example, a popular search term in English might not have the same relevance in French or German. This issue makes localised keyword research crucial to avoid losing visibility. Failing to adapt keywords puts your website at risk of going unnoticed, no matter how well your content is translated​.

2. Adapting meta details for global audiences

Meta tags like titles and descriptions are critical for SEO purposes, not only because they help search engines understand what your page is about but also because they impact user click-through rates.

Simply translating meta descriptions isn’t enough. To be effective, they must be optimised for the target market. SEO-optimised meta tags should incorporate relevant localised keywords, increasing the chances of users clicking on your site​.

3. Maintaining a consistent website structure across languages

Google and other search engines value well-structured websites. This means having clear headings, subheadings, and internal linking throughout your website.

Translating a website can often disrupt this structure, resulting in a poor user experience. For SEO translation to work, it’s essential to maintain the integrity of your website’s structure while ensuring the translated content fits within that framework. Ignoring this step can lead to poor rankings and decreased user engagement​.

4. Cultural localisation: more than just words

SEO translation goes beyond language. Cultural localisation plays a pivotal role in how users perceive your website. Elements like colours, symbols, idiomatic expressions, and images can have different meanings across cultures.

A website that isn’t localised might fail to resonate with its target audience despite being translated well. Balancing cultural nuances with SEO best practices is essential to guarantee that your website ranks well and connects with local users​.

5. Technical SEO considerations

Technical SEO challenges such as handling hreflang tags, optimising URL structures, and managing different site versions for each language are often overlooked but vital.

Hreflang tags, for example, can be enabled in the Yoast SEO plugin and help search engines serve the correct language version of your website based on the user’s location. If these tags aren’t implemented properly, search engines may display the wrong content, leading to a poor user experience and penalties​.

SwissGlobal’s solution: website translation and localisation done right

Your website deserves to be found; we help make that all-important first impression count. At SwissGlobal, we don’t just offer website translation; we localise it for each cultural region and target market. Our translation services include SEO optimisation, ensuring your website performs well across all language versions and regions.

We tailor our approach based on your needs and the content management system (CMS) you use, offering various technical workflows:

• Text in Word or Excel: A straightforward option where you submit your website content in Word or Excel files. Although simple, this method is time-intensive and prone to human error due to manual input.
• XML export and import: A more efficient method where text is extracted directly from your CMS (such as WordPress, Typo3, or Drupal) and re-imported after translation. While faster, this method requires careful quality control to confirm all content is complete.
• Translation plug-in: The most advanced option allows texts to be transmitted directly to SwissGlobal via a plug-in or API interface. The translations are then seamlessly fed into your CMS, minimising copy-paste errors and internal processing costs.

As your go-to partner for website translation and localisation, we understand that each market is different. Our expertise guarantees that your website isn’t only translated but also culturally and technically optimised. Our translation services ensure your website is user-friendly and search-engine-friendly, driving more traffic and improving rankings worldwide.

Whether you need basic translation or advanced localisation, we provide tailored solutions that help your business thrive globally. Get in touch today and let us prepare your website for the world!