Doing business on an international scale requires a deep understanding of the target market. For a website owner, that means going beyond simple translation in the multilingual SEO strategy. If your original website is in English and you intend to sell to Spanish-speaking audiences, it is important to know their culture, everyday terms, and language usage. Website translations that are too rigid may not have the desired appeal. In some cases, “bending” the language in a certain way is even welcome if this is the way people use them.
Direct translation seldom works effectively especially if customer behavior significantly varies from one market to another. It might be necessary to promote your business in a different way to new markets. For example, if quality is the most important feature to your core audience, this may not be the case for other consumers. They may be more concerned about its design and aesthetic appeal.
Using Cultural Multivariate Testing
On the surface, the attitudes of consumers across different borders may look similar. So most internet businesses are tempted to take the short cut and use superficial cultural design, cliche lines, and direct translation. But when you look deeper, the formula for multilingual SEO success goes deeper than that. Savvy companies know that online marketing entails careful planning and the creation of a highly targeted campaign.
Global marketing involves in-depth cultural multivariate testing. It is a scientific method that lets companies know how well their current campaign is performing. The effectiveness of the web design, copy, and overall navigational structure can also be known. If it proves to be inadequate, modifications will need to be done. Cultural multivariate testing also identifies the best converting pages on your website. This knowledge can equip your company with better profits.
Achieving High Conversion with Multilingual SEO
At the end of the day, all marketing initiatives have one goal: sales. On the internet, the focus is on conversion rate. The conversion rate is the percentage of people who performs the desired action on your website (clicks, leads, sales, etc) against the total. This is an important metric because unlike traditional marketing, web analytics makes data easily accessible on the World Wide Web.
In multilingual SEO, the focus on conversion rate is important for a wide variety of reasons. For example, many marketers are usually skeptical about investing too heavily on cultural multivariate testing because of the cost. But if you adapt a longer-term perspective, it is easy to see that multicultural SEO can provide a good return on investment (ROI). Your investment will definitely be worth it.