Now that search engine marketing has become a global game, the need for translation services for Web sites has never been greater. Virtually every small- and medium-sized enterprise I’ve spoken with during the past year has been aggressively translating Web sites to reach global audiences. In the worldwide search engine ecosystem, that’s no surprise. What is surprising: the small number of SEOs (define) and SEMs (define) who leverage language translation.
The Internet Marketers of New York invited me to a dinner recently, hosted by Search Engine Watch Forums leader and SEW blogger, Frank Watson, head of SEM for FXCM, a global forex trading brokerage. FXCM uses 10 languages. Not surprisingly, the talk turned to translating titles and tags.
“Successful marketers understand the subtlety required for multilingual Web sites,” Watson said. “There are variations in Spanish depending on country, as well as Chinese and other languages.”
Chris Winfield, CEO of 10e20.com, told the roundtable of fellow SEO gurus why he translates titles and tags. In short: he’s found that translated titles and tags can dramatically increase high-quality traffic to a Web site. That means traffic that converts.
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