Let’s say you already have a good amount of organic traffic coming to your English website but you’re always looking for more. I mean no one can ever really get too much traffic—except for the servers though but never mind that for now. Depending on your blog’s niche, there’s just too much competition out there that’s also looking to do the same thing. 

After all, English is widely known as the dominant language on the Internet so it’s no surprise. Don’t lose hope now as you still have one option you haven’t considered yet: translation! Get to know plenty of exciting new horizons of what translating your blogs can do for you. 

Is Translating Your Blog Even Necessary?

Let’s go right for the jugular. Translating your blogs gives you a larger net to capture a wider internet audience and gain more traffic. But how wide of an audience do you ask? It depends on which language you choose for your translations but that’s not a hard choice to make. You can easily choose the world’s major languages i.e. Spanish, French, German, Chinese, and etc.

But if you want to base your choice purely by numbers, then Chinese translation is the way to go! China is home to the largest number of internet users trailing way ahead of not only the US but the entire English speaking world! If you think about it, it’s not a surprise anymore since not only does the country have the world’s largest population, but also the world’s largest number of internet users. 

So if your blog provides English to Chinese translation, in theory you would have the capability to reach hundreds of millions of Chinese readers? The catch is that unless you know how to come up with an appropriate SEO strategy for the Baidu platform since Google is banned there, you’ll go unnoticed over there. However, your Chinese translation will still get you far as there are tens of millions of Chinese expat and immigrant populations around the world! As exciting this all sounds, you still have to understand the importance of quality translations, specifically through professional translation services, and why it can make or break your blog. You’ll also need to know a thing or two about website localization before you get started.  

Professional Translation vs. Machine Translation For Your Blog

Website translation is by no means a walk in the park nor can it be done in a short amount of time. Long and short of it is that it’s a whole new process that takes considerable time and resources. But what about Google Translate? Isn’t it as simple as copy-pasting your content? In reality, there is a lot more to quality website translation than running it through Google Translate or any other free online translator out there. 

What do we exactly mean by quality website translations? Quality translations of any kind are best obtained from a professional translator. You can easily find one from a translation agency as they provide professional translation services. Simply specify which language pair specialization you’re looking for from a translator a i.e. English to Spanish, English to Chinese, etc. and the specific type of translation services need. 

Professional translation services actually come in a whole range of colors catered to specific industries. To name a few, these are marketing translation, financial translation, legal translation, medical translation, app translation, website translation, etc. In this case, you will be needing website translation services. It’s one of the most common translation services requested worldwide as not only bloggers but also global businesses, institutions, and governments alike are now rushing to provide multilingual support on their websites. 

When comparing professional translators to Google Translate, which is best suited for website translation purposes? Indeed, Google Translate and every other free online translator out there is a wonderful thing, especially when we’re learning languages and travelling around the world. But with Google Translate’s latest upgrades, specifically neural machine translations, they still do not provide quality translations compared to outputs rendered by professional translators.

The reason being is that AI-powered translations, no matter how advanced, cannot detect linguistic nuances such as slang, idioms, humor, etc., as naturally as any human would. Remember the Terminator? ‘Hasta la vista baby’? ‘Talk to the hand’? When a futuristic cybernetic organism had trouble detecting humor and wise-cracks, expect the same story with AI-powered software we have now. I know, the Terminator series isn’t based off of reality but you get the gist. 

Google Translate is really only ideal for short phrases and single words. But when it comes to translating lengthy paragraphs, the result would be awkward and even inappropriate literal translations. This is quite important in the context of blogs since blog articles are meant to be written in a casual manner that is riddled with creative expressions. If you have an article with the author’s personality widely evident through the piece, then the natural choice would be having it translated by a professional human translator. 

You can apply the same situation as well to native bloggers from other countries. If they used Google Translate, the highly awkward translations will be as clear as day to any native English reader. You can see it for yourself as there are many poorly translated business signs and menus that have ‘translated by Google’ all over it. When gaffes like those are already that pronounced with only short phrases, imagine the amount of credibility a blog will lose when its content reeks of bad and inappropriate translations.

Taking Your Multilingual  Blog Even Further With Website Localization 

In reality, website translation actually belongs to the wider picture of website localization. So what is website localization? We can answer that by also answering the question ‘what is localization?’. As a refresher for those who aren’t familiar with localization, localization is the concept of optimizing a product or content for an intended audience.  

For translated content to fully resonate well with its intended audience, the language has to be specifically optimized by incorporating numerous local nuances. Website localization involves adjusting to your target audience’s local numerics (measurement, time zone, currency, etc.) but also other nuances such as its regional language variation and their cultural and social norms. This is a process that cannot be done with a quick Google search. 

Website localization becomes necessary when you’re not just attracting a multilingual audience one that resides in a specific location/region. Let’s use Spanish translation as an example. If you’re Spanish speakers are your target audience, then website translation will suffice. But if you plan to reach out to a specific Spanish-speaking country such as Spain or Mexico, then website localization is what you ultimately need. 

It takes the expertise of an actual localization specialist. To be specific, a website localization specialist. As with translation, localization too comes in a range of colors from marketing localization, software localization, mobile app localization, and of course, website localization. 

So what can you benefit from website localization? While translation is intended for breaking language barriers, localization in general takes it a step further by overcoming cultural and social barriers. This allows the localized product/content to be in sync with the target audience’s local pulse. 

Diversify Your Audience, Diversify Your Content 

Although website translation will answer the issue on how to attract global traffic, it doesn’t fully provide answers on how to retain them. Try to go back to the fundamentals of Blogging 101 and you have your answer: continue creating engaging and interesting content relevant to your niche and intended audience. 

Don’t just stick with articles even if they’re written spectacularly. People love choices which means you have to diversify your content. Expand your content portfolio that includes well-made infographics and professionally-produced videos. Not many people enjoy lengthy reads no matter how interesting they might be and that’s a reality many bloggers have to accept. But you can still give them informative content through easy-to-digest eye-popping infographics. Of course, don’t forget to translate the embedded text. 

As for videos, videos are all the rage nowadays and if produced with quality, can seriously  transform your blog. So how does translation get included in the context of multilingual videos? Should the audio be spoken in the target language? Not exactly but that’s considered a step up for those who can afford such a process. 

In fact, you can simply provide multilingual access to your videos through video translation, specifically translated subtitles/closed captions. The trick here is again, never to rely on free online translators which in this case is most likely YouTube’s automated translation feature. 

You can see it for yourself first hand when watching even YouTube videos spoken plain English. Most of the time, its automatically transcribed closed captions are light years away from the actual dialogue, especially with vloggers and presenters with plenty of energy and personality. The accurately transcribed ones usually are the work of video transcribers and video translators. 

Multilingual Blogs Can Give You Access to International SEO Strategies

As you know, blogs are one of the fundamentals of any SEO strategy as backlinks. By having multilingual blogs, you considerably widen your link-building opportunities! In fact, multilingual blogs are part of the wider picture of international SEO. What is international SEO you may ask? 

International SEO means exactly what it says on the tin. But as with any SEO strategy, the website’s design and content is the key. Website translation alone won’t be enough for an international SEO. This is where website localization becomes absolutely imperative to good international SEO rankings. You’ll have to accommodate regional nuances, geo-targeted identifiers, and even local keywords. You’ll already know how hard it is to come up and execute a good SEO strategy on your English website but now, you’ll be entering an entirely new domain (pun intended). 

Communication is the issue since you’ll be trying to build links and contact webmasters and bloggers in a foreign language you’re not familiar with. Of course, you don’t need to be doing this yourself as you can get an in-house link-builder who is either proficient in the language or are native speaker themselves. All in all, when it comes to website localization and international SEO, it’s never worth doing it half-heartedly and under-resourced. Nevertheless, this just goes to show the horizons multilingual blogs will open up for you should you take the chance. 

Final Takeaway

So here you are with everything you need to know about website translation and also website localization! Just one last thing before you start hounding your web development team with their next big project. I implore you to take your time and deal with only one language at a time. As you should know by now, it takes a lot of effort to translate a single website. 

Nevertheless, you can immensely benefit with even just one language! Is it worth all of the additional hassle and costs? Absolutely! However, if you’re really keen on earning significant returns on your investment, then it’s necessary to have the right professionals on your team. 

About

My name is Brian and I’m a Graduate of Business Administration Marketing. I work full time in Sales and Marketing. I am also the owner of Blog Engage a social network I created specifically for bloggers. Come and join us on Blog Engage

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