SEM translation – examples
SEO texts and websites are not the only things covered by SEM text translations. Other important elements for Search Engine Marketing can also be translated, such as:
- Page titles
- Meta descriptions
- Keyword lists and
- Advertisements
Title and (Meta-) descriptions for search engine optimised websites are especially important, since they also appear in the Google search hit-list. The title, including black spaces, is not allowed to be longer than 70 characters. If its longer than this, Google cuts off the remaining characters. The title should be formulated in such a way that the reader instantly knows what the website is about.
The short description of the website content underneath the title is not allowed to contain more than 155 characters, inclusive of blank spaces. This needs to make the reader curious enough to click and enter the website.
Keyword lists are needed to start an advertising campaign. They contain all of the search terms that potential customers could enter whilst on the search for the desired product. AdWords advertisement translations are not allowed to have more than 30 characters in their title, and the entire text can contain 80 characters at the most.
Keywords, SEO and localization
After carrying out a multilingual keyword search, the translator translates any search terms that were found into the respective target language. However, the SEM translation cannot be translated 1:1 under any circumstances. An appropriate linguistic localisation is absolutely necessary, since foreign potential customers searching for your products will have mostly different search behaviours to your local customers.
A language specific example: the German word ‘Haus’ can be translated into English as ‘home’ and ‘property’. The translator must decide on which variant the English-speaking market is most likely to search for, and which term will therefore have a better chance of success – for example, are they most likely to enter ‘buy a home’ or ‘buy a property’ into the search engine?
In addition, the search terms must precisely capture the intricacies of the respective target language. For example, sometimes different keywords in the source language can be translated into the target language with the same word.
Localisation also means that the translator must consider the cultural and ethnic backgrounds of the target language. Through this they avoid any misunderstandings and legal difficulties which could result from implementing inappropriate linguistic terminology. The currency, units of measurement and the Terms and Conditions stated on your company’s website need to be adjusted to fit the appropriate target country. Of course, the same goes people’s names and place names, which help your company to better identify with customers. For example, customers in England are more like to identify with Jane from York than Brunhilde from Worms.
Diversity of expression also plays a big role: search terms are often re-written, modified or replaced by synonyms. Through this it is possible to intertwine one and the same web page with different terminology. However, here caution is advised: the theme of the site should always be clear – don’t be too creative. Ideally, the translated advertisements should also sound natural.
Additionally, when translating SEM texts, you must always keep in mind to adhere to the rules and regulations of the specific search engine. You must adhere to the limitations set by the maximum character count: for example, Google Adwords advertisements are not activated when the translated text is too long.
The translation of your company’s website should also have an easily readable and unique content. This is because similar passages of text on numerous websites will be interpreted as a copy by the search engine. The direct consequence of this is that your page will slide down the list and end up at the bottom of the pile. Therefore, you should always write your own texts yourself and never copy from other websites.
SEM Translations with lingoking
Would you like to get your keyword lists, advertisement texts or even your whole website translated - and then conquer the international market!? We would be happy to help! Our translators are trained to carry out SEM-translations, are able to perform targeted searches for synonyms, and can even research search volumes for you. lingoking translators will also take a look at your company’s website to ensure a translation that perfectly matches the feel of your company.
Get in touch with us now! We will be happy to create a personal offer for you, your SEM translation or the translation of your website.
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