Google’s launch of an automatic translation service to work alongside its Chrome web browser could prove useful for companies looking to boost their search marketing through organic search. If websites have pages or mirror sites which are written in other languages, then there may be issues with regards to how the firm promote the site on the search engines. The Chrome browser has recently introduced an automated translation service which inserts the correct language to the user. For search marketing purposes, this could potentially create opportunities in new and foreign markets which will increase traffic to the site for the targeted search phrases.
The new service offers instant translation of web pages, allowing Chrome users to translate a site without any external tools, such as extensions or plug-ins. This feature will increase usability and hence lead to a decrease in the bounce rate. This, for a search marketing company, is an important feature of the campaign, and something which definitely needs to be looked at.
Sam Tilston, SEO specialist and marketing director at Memorybits.co.uk, said those involved in search engine marketing could harness auto-translation to gain exposure in growing markets such as China. Globalisation and the increasing popularity of the internet mean that these growing markets are essential to large firms looking for growth. Search marketing and the need to promote the firms site on the search engines is also near the top of the agenda, and so the new feature on Chrome will be welcome.
Many people will be wondering if it is still worth adding foreign Meta tags to try and grab local language search engines now that Google Chrome can handle translation itself. To ensure that pages of a website are appearing in foreign language search engines, Mr Tilston recommends that there should be some element of that language on the page.
“That does not mean in the meta data, but more along the lines of foreign language within the text of the page, perhaps foreign keywords,” he explained.
Mr Tilston added that he believed auto-translation would become a big trend for search engine optimisation. A search marketing company will be interested in which of their clients are most relevant for these changes, and will need to inform them as such in order to make the search marketing campaign as targeted as possible.
However, he said that search marketing and ranking optimisation remained important as it was still necessary for sites to be found by foreign users in order to be translated.
And Mr Tilson warned that while auto-translation could potentially mean bigger audiences, ecommerce sites will have to consider whether they want their pages to be available to overseas visitors who ultimately may be unable to make a purchase. This will be a big decision for some firms to make, as they don’t want to restrict their search marketing campaign, but, on the other hand, unwanted or unnecessary traffic is a problem they wouldn’t want to handle.
According to Internet World Statistics, English speakers are the largest group on the web with 478 million users. This is followed by Chinese speakers (384 million) and Spanish speakers (137 million).
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