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6 SEO Benefits of Website Localization

In this blog article, we cover 6 Search Engine Optimization (SEO) benefits that Website Localization provides for your business

6 SEO Benefits of Website Localization

In this day and age, people spend significantly more time on the web than ever before, searching for answers to trivial questions, looking for services that can cater to their needs, making random purchases, or just seeking entertainment outlets to color the dull landscape of their daily lives.

All of these things people seek can be found in an instant by using search engines and delving deeper into the digital labyrinth of the ever-growing worldwide web, regardless of where one's location or the language spoken.

In the context of digital marketing, American-Austrian consultant Peter Drucker highlights the potency of search engines as means of increasing the exposure of any business product in his famous quote,

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Peter Drucker

So what better way is there to deliver this information to a potential customer in a modern environment than with a well-built and digitally-exposed website?

Global Internet usage

Number of internet users across the globe

As the potential of the web continues to grow exponentially, businesses take advantage of this, which results in an ever-increasing competition on the digital landscape.
Without a structure to the web, the average user would be lost and become clueless as to where to find what.

Search engines tackle this problem by creating a structure of the web and providing relevant answers (search queries) to us (users).

For this to work, a search engine has to take the following steps to provide us with these relevant answers:

Stages of Search Engine Indexing
  • 1) Crawl – search engine explores the internet for content and scans (parses) the code and content of each website URL they find.

  • 2) Index – the indexing process involves storage, assessment, and organization of the crawled content, which will be displayed later on in the users' search queries.

  • 3) Rank – provides a user with pieces of content that best match his/her search queries by ordering the most relevant results first and the least relevant last.

To be found and rank high in a search engine, your website has to be relevant to that specific search query, and, ideally, on top of that search result. Your website being in the top position of a search result will maximize the chances that a user will organically (without you paying money for it) visit your website.

However, how can you increase the probability of that happening when there are so many websites on the web competing with one another for a top position in the search result list?
That’s where Search Engine Optimization (SEO) comes into play.

SEO, in accordance with the globally-renowned SEO Agency “Moz” –

“SEO stands for ‘Search Engine Optimization,’ which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Moz

Long story short - SEO is highly beneficial for your business. However, where does localization come into play in all this?

Below, we list 6 SEO Benefits of Website Localization.

6 SEO Benefits of Website Localization

6 SEO Benefits of Website Localization

1) Gain new organic traffic

by localizing your website into a new language, you add a whole new set of keyword combinations to it.

The localized website version, as a result, exposes it towards a new traffic stream of users by allowing them to find you via a search engine through relevant search queries made in their native language.

There can be a plethora of reasons as to why those users weren’t there in the first place, but the main reason is – they were searching for something in their language, and your website didn’t have that.

"They were searching for something in their language, and your website didn’t have that."

Organic traffic Pre-Localization and Post-Localization
Pre-Localization and Post-Localization Traffic Change

2) Improve user experience

the user experience is one of the crucial SEO factors as it influences three core search engine metrics:

Bounce rate - how many users come to the website and leave (bounce off) right away. A high bounce rate is terrible as it indicates that the user doesn’t find what he is looking for and leaves your website. You want the bounce rate to be as low as possible.

Average session duration - session duration means how much time a user spends on your website. The longer, the better, as it is a reliable indicator that content on your website is trustworthy and relevant to that user, so he/she spends time reading and interacting with it.

Pages per session - pages per session indicate how many pages of your website a user visits during his or her session on your website. The higher the number of pages visited per session the better.

All of these three factors combined provide the search engine with a reliable indicator that:
a) Content on a website is relevant to a user’s search query.
b) A user spends an increased amount of time browsing through the website, which indicates that the material is trustworthy and related to his or her search query.
c) Session duration and decrease in bounce rate show an improvement in the user experience overall.

The combination and interdependence of these indicators give additional SEO points to your website, resulting in higher search result rankings.

Impact on Session duration as a result of User Experience (UX) Improvement

3) Increase conversion rates

the conversion rate is a percentage figure showing how many users conduct a desired action while browsing your website. A classic example of this can be how many users make a purchase, contact your team, or subscribe to your newsletter.

Our recent study on Why Website Localization is Important, which was conducted on a group of 3,000 linguists, concludes that people will always prefer content that is available in their native language even if they are proficient in multiple languages (for example, the source language of your website is one of them).

As a result, our findings revealed that people would make significantly more purchases on websites that are available in their native language in comparison to foreign-language websites.

Is a large chunk of your traffic coming from a particular country? Do you want to boost sales for that specific country or language? Then localize your website. The results will be instant.

4) Become more exposed to new backlinks

A backlink is a term describing the process when someone creates a link on their website and points it towards your website. In a nutshell, this is how the web basically works.

Imagine this: your website features an excellent article on a particularly sophisticated subject that many people find very useful and read a lot. Perhaps that topic is quite thoroughly discussed in your home country; however, on the opposite side of the globe, that topic is barely touched upon. The next best thing to do is to translate that excellent article of yours into that other language.

The translation of your article will, therefore, allow speakers of that other language to find it, read it, like it, share it, and create backlinks to it, which in return will boost your SEO not only for the new language your website and article was localized into but also for your existing source language. Your Domain Authority (more on that later) score will inherently get a boost as well.

Exposure to New Backlinks

5) Enhance your Domain Authority

In order to be found on the web, someone has to point at you and say – look, there they are (ideally, that someone has to be big, tall, respectable, and with a loud voice so that more people can hear that message). While this may sound silly, in essence, this is what a Domain Authority is.

According to Moz -

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). Domain Authority is calculated by evaluating multiple factors, including linking root domains and a number of total links into a single DA score. This score can then be used when comparing websites or tracking the ‘ranking strength’ of a website over time.”

While Domain Authority is not an official indicator used by major search engines, it is more of a combination of all factors of the SEO that are shown in the form of a score, which produces a strong indication of how well a particular website ranks or will rank soon.

Domain authority ranks from 0 to 100. The higher the score, the better your overall SEO.

By combining all of the above beneficial points of localizing your website, you will gain new DA points where previously none have existed. Higher traffic, better user experience, higher conversion rates, new backlinks – all of these will boost your website’s DA and benefit both old language and new language contents.

Domain Authority

6) Competitive advantage

Finally, with all the factors combined, website localization will allow you to stand out in front of your competition.

You have a shiny, new, localized version of your website that more people can find, read, understand, and buy from, which in return gives you more money to spend on marketing, localization, and SEO. Something that your competition does not possess. Isn’t that great?

"Website localization will allow you to stand out in front of your competition."

The bottom line

Website localization is highly beneficial for SEO and your business as it allows you not only to boost your traffic but also increase your sales and reach out to previously untapped markets. It will also improve your source website’s SEO and distinguish yourself from the competition.

Our advice – please don’t translate your content with some free translation tool and then place it onto your webpage (unless you want to make some people smile), this can have the opposite effect.

Quality localization takes skill, experience, research, and effort to be effective.

Talk with the language experts at AD VERBUM and start your translation journey towards a new market and audience today.

Start Translating Today

References:

Internetworldstats.com. (2019). Internet Growth Statistics 1995 to 2019 - the Global Village Online. [online] Available at: https://www.internetworldstats.com/emarketing.htm 

Moz. (2019). SEO Software, Tools & Resources for Smarter Marketing. [online] Available at: https://moz.com/ 

AD VERBUM. (2019). Why Website Localization is Important - Translation and Localization Services - AD VERBUM. [online] Available at: https://www.adverbum.com/en/blog/why-website-localization-is-important 

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