The purpose of traditional printed brochures is to present the company and its products and services to potential customers. Also when translating, the aim is to retain the marketing style, and the content is refined according to the target country. The very same process is performed when localizing websites. A translation of a marketing character does, indeed, sound good. But, alone, is it enough to bring customers to the company’s website? Most probably not. Apart from a professional translation, if one wants the potential customers to find their products and services via search engines, SEO translation is indispensable.

SEO translation – smooth and traceable

SEO and the translatability of the key words should be taken into account already at the creation phase of the original text. At times, keeping the text and style adequate requires a lot of effort, at least if one bears SEO translation in mind. The best solutions is language that is as natural and as rich as possible, and at the same time search-engine-optimized. It’s also a conscious choice whether the focus is on the written product itself or are more page visitors desired, thus, more revenue to the company.

Key word localization

It’s not possible to translate all the key words directly so that they are equally functional. Additionally, one should know the key words with which people search for similar products and services in different languages. This requires local research and separate mapping of competitors’ key words in each country.


For example, in this article, “SEO translation” has been set as the key word. This term appears a couple of times in the text body and in the headings. However, it does not disturb the reader. A corresponding direct translation of this key word would be “Search Engine Optimatization of translation”. However, it doesn’t work as such. A key word that functions better on English pages would be “SEO translation”. With regards to key words, a direct translation doesn’t always even work. Instead, country-specific research is needed for the most commonly used key words and the most common search phrases.

Optimization according to search engine

Although Google has the market lead, the visibility needs to be verified in the other country specific search engines, too. For example, Baidu is used in China, Yandex in Russia and Yahoo in Japan. It the target is to reach the markets of these countries, the findability has to be optimized according to these search engines.

Choosing publication platform

The publication platform is worth paying attention to if the target is to be visible on international markets. Naturally, it’s possible to do the basic optimization work in the writing and translation phase but most publication systems have their own tools for optimization in order to improve the visibility. For example, WordPress has the Yoast SEO that page by page guides you in direction of the correct choices towards the optimized pages. Also this working phase is worth leaving in the hands of a native, because of the knowledge of the local markets and the key words used.


Teemu Malinen, who is a serial entrepreneur of digital business, emphasizes the importance of the SEO by saying the following: “If you want maximum profit for your business, you must design all the contents for Internet usage bearing in mind the users and search engines of the target language. Therefore, SEO of translations is as important as SEO of any other Internet contents.”


SEO translation is also the latest addition to Navitep’s service portfolio. With us, you will easily find the language professionals from the countries of your choice. Homepage SEO can also be performed for the already existing pages but the easiest and most cost-effective optimization is performed in the combination with the translation process.