▷ SEO and translation quality: a major challenge for SEO 2020 -

The quality of the translation is essential to have a good brand image. Beyond the brand image, it also plays an essential role in your SEO strategy. Let’s see this together.

Beware of vocabulary: the ways of searching differ from one country to another

You may have noticed this by studying the statistics of your site, especially if you have an internal search engine, depending on the country of origin of your client his way of searching for information will be very different.

Depending on their country, some users will tend to do searches made up of many other words with only 1 or 2 expressions.

It is very important to take this into account for your SEO. It is not a question of making a simple literal translation but of relying on the research habits of the countries which you aim to select the expressions which you will work within the framework of your referencing.

And you, did you take into account the local habits of Internet users during your semantic audit?

If so, well done, you’re on the right track, but this is just the start.

If not, refresh your list of keywords. Carry out a semantic audit according to the origin of your target, you will see, you will be able to have sacred surprises on the various formulations of the Net surfers. To help you do this, you can use the Google Keyword Tool by specifying your target country and language.

Rely on high quality content

Just because your company has different geographic origins from your target audience does not mean that your users will be lenient with your texts.

Have you ever wanted to buy on a site written in rough French?

Of course not, we may say that the site is foreign, it gives a bad impression and does not help to trust the site. And who says lack of confidence says low transformation rate.

Take matters into your own hands and if you are not a native of the country you are targeting internally, have a translation agency accompany you, it is essential to ensure the good quality of your content.

You will, of course, have to choose your agency carefully. An example: BigTranslation, a translation agency offering native translators and professional translations

Think about translations of specific SEO elements

As you know, SEO is not only about optimizing visible texts but also optimizing content specific to search engines. Title, Meta description, Alt tag of the images… All these elements must also have quality translations.

Especially the titles and meta descriptions that will appear in the results of the engines. If these are poorly written, this will impact your click through rate, think about it.

Study the search engine market in your target country

Are you targeting the Chinese market? Or the Russian market? Forget Google and target Yandex and Baidu.

If Google is the key player in most countries (94% of the market in England, source), study the distribution of search engines in the country you are targeting so as not to have any bad surprises. If you are targeting markets with very specific engines such as China with Baidu, consider having a market specialist or even a local SEO agency accompany you.


Here is a summary of the points that you must take into account if you have to translate your site for SEO:

  1. Take into account the search habits of the target country to choose the expressions that you will work for your SEO;
  2. Bet on the quality of your translations even if it means reducing the amount of content;
  3. Don’t forget the translation of specific SEO elements;
  4. Study the search engine market of the country you are targeting.

I hope this article has helped you to see more clearly, do not hesitate to share your experience related to translation and SEO via comments.