Non-English traffic: How to get website visitors from anywhere in the world

By AVI STERN

OCTOBER 8, 2023 13:27

The internet's global reach allows businesses to connect with a diverse international audience. However, attracting non-English-speaking visitors requires strategic planning. This comprehensive article will explore effective strategies for global website traffic and highlight the pivotal role of professional translation services.

How to get website visitors from anywhere in the world

A. Understand the Global Audience

The internet transcends borders, serving a linguistically diverse user base. Understanding this diverse audience is key. And to do that, you need to appreciate the:

1. Diverse Linguistic Landscape

THAT the worldwide digital terrain features multiple languages millions of internet users speak beyond English.

This linguistic diversity poses challenges and opportunities for businesses to broaden their reach. To tap into this vast potential audience, it's crucial to reach non-English speakers effectively.

2. Cultural and Linguistic Preferences

THAT language is not merely a means of communication; it's intertwined with culture and identity. Different cultures have distinct linguistic preferences and nuances. Tailoring your content to resonate with these cultural and linguistic preferences can significantly impact engagement and conversion rates.

3. Potential for Growth

THAT customers prefer buying products or services in their native language. According to a survey by the Common Sense Advisory, 75% of consumers are more likely to purchase if a website is available in their native language. This highlights the tremendous growth potential in targeting non-English-speaking markets.

B. Identify the Right Markets

Selecting the right markets to target is vital for a successful global expansion strategy. So, you need to:

1. Conduct Research

Market research is the foundation of any successful global outreach effort. Identify potential markets that align with your products or services. Assess factors like market demand, competition, and economic stability.

2. Assess Demand

While identifying potential markets is crucial, evaluating the level of demand for your products or services in those markets is equally vital. Evaluating market size, growth potential, and existing competition can help you prioritize your efforts effectively.

3. Choosing the Right Languages

Selecting the right languages to target is a critical decision. Consider languages spoken by a significant portion of your target audience. However, don't limit your choices solely based on numbers. Cultural and economic factors should also influence your decision.

C. Website Localization

Website localization is a cornerstone of global outreach. It goes beyond simple translation. It involves adapting your website content and design for cultural relevance. It's not just about translating text; it's about ensuring your entire website resonates with the local audience.

Adapting Content for Different Cultures

Successful localization means more than just translating words. It involves adapting images, graphics, and design elements to align with local culture. For example, color symbolism can vary greatly from one culture to another, and using inappropriate colors can have a negative impact.

User Experience

A vital component of website localization is ensuring a positive user experience. Your website should offer a user-friendly experience tailored to each market. This includes not only language but also payment options, shipping methods, and customer support in the local language.

D. Multilingual SEO Strategies

And then there’s SEO.

Multilingual search engine optimization (SEO) is key to attracting global website visitors. This is because it takes different strategies to appear on different countries’ SERPs.

For instance, the UK SERPs are a bit inclined to the .co.uk domain extensions, whereas the US SERPs are more .Com tailored.

Keyword Localization

Keyword research is a fundamental aspect of multilingual SEO. This process entails identifying the keywords and phrases employed by your target audience in their mother tongue. This goes beyond simple translation and requires an understanding of local search behavior.

Search Engine Optimization

Each search engine may have its own set of criteria and ranking factors. Adapting your SEO techniques to meet the criteria of local search engines is crucial for success. This may involve complying with specific algorithm updates, adopting specific SEO details, and adhering to local regulations.

E. Crafting Content for Non-English Audiences

Creating resonant content requires a tailored approach. Which includes:

1. Tailoring Content for Diverse Audiences

Recognize that different audiences may have unique needs and interests. Tailoring your content to address these requirements while maintaining a consistent brand voice is a delicate balance.

2. Overcoming Language Barriers in Content Creation

If you lack in-house content creators proficient in the target languages, consider outsourcing content creation to native speakers or professional translators who can effectively convey your message. This not only ensures linguistic accuracy but also cultural relevance.

3. Incorporating Cultural Relevance

Cultural relevance is paramount in content creation. Content that reflects an understanding of local customs, holidays, and traditions is more likely to engage and resonate with the target audience. Avoiding cultural insensitivity or misunderstandings is crucial.

F. Leveraging Social Media Globally

1. Utilizing Social Media for International Engagement

Establishing a presence on major popular social media platforms in your target markets is a strategic move. However, more than merely having a presence is required. You must create content that is culturally relevant and resonates with local users.

2. Building a Global Social Media Presence

Develop a consistent social media strategy that spans multiple languages and cultures. While maintaining a cohesive brand identity, tailor your posts to each market. This includes using language-appropriate hashtags, references, influencers, alt tags, and imagery.

3. Strategies for Cross-Cultural Social Media Engagement

Understanding each market's cultural norms and etiquette is essential for effective social media engagement. Be mindful of cultural sensitivities and taboos to avoid missteps that could harm your brand's reputation.

G. Email Marketing to Non-English Speakers

1. Multilingual Email Campaigns

Craft multilingual email campaigns that cater to your subscribers' language preferences. Personalize email content based on the recipient's language and cultural background. This not only increases open rates but also enhances engagement.

2. Personalization and Segmentation for Diverse Audiences

Segment your email list based on language and demographics. Dispatch emails tailored to each segment that resonates, increasing the likelihood of engagement and conversion. Personalization goes beyond just addressing recipients by name; it includes tailoring content to their interests and needs.

3. Best Practices for Effective Email Outreach

To maximize the impact of your email outreach, follow best practices such as clear and concise subject lines, compelling content, and effective calls to action. Ensure your emails are mobile-responsive for users in different regions who may access them on various devices.

H. The Role of Translation Services

Professional translation services are essential in the global outreach process.

Translation services provide accurate and culturally sensitive translations beyond literal language conversion. They understand the importance of maintaining your message's nuances and cultural context.

Choosing Reputable Translation Partners

Selecting the right translation partner is essential. Look for reputable translation services with expertise in your target languages and cultures. For example, Translation Services Singapore can be an excellent choice for businesses expanding into Southeast Asian markets.

Ensuring High-Quality Translation and Localization

Translation services ensure your website content is accurately translated and culturally adapted to meet each market's expectations. This includes adapting content and design elements to align with local preferences and ensuring your website feels familiar and trustworthy to visitors.

Analyzing and Adapting

Continuously improve strategies based on data.

Monitoring Website Traffic and Engagement

Implement analytics tools to track website traffic and user engagement. Monitor which languages and regions are performing well and identify areas for improvement. Are visitors spending time on your website? Are they completing desired actions, such as making purchases or filling out contact forms?

Measuring the Effectiveness of Global Outreach Efforts

Use key performance indicators (KPIs) to measure the success of your global outreach efforts. Assess metrics such as website traffic, conversion rates, and revenue generated from different markets. Compare these metrics before and after implementing your global outreach strategies.

Continuously Improving Strategies Based on Data

Use data-driven insights to refine your strategies. Adapt your content, SEO, and marketing efforts based on what resonates most effectively with your global audience. For example, if you notice that certain languages or regions are performing exceptionally well, consider allocating more resources to enhance your presence in those markets further.

Real Case Studies

Case Study 1: Airbnb's Global Expansion

Background: Airbnb is a well-known online marketplace for lodging and travel experiences. In 2012, Airbnb expanded its reach to non-English-speaking markets, including China.

Strategy:

Localization: Airbnb localized its platform for Chinese users, translating the website and mobile app into Mandarin Chinese.
Cultural Sensitivity: They considered cultural nuances and preferences, such as displaying photos of the property first (as opposed to listing details) in the search results, a common user behavior in China.
Partnerships: Airbnb formed strategic partnerships with local businesses and influencers to build trust and awareness among the Chinese audience.

Results:

Airbnb's localized approach in China was successful, and by 2017, it had become one of the top players in the Chinese short-term rental market.
The company's careful attention to language, culture, and partnerships contributed to its growth in non-English-speaking markets.

Case Study 2: Duolingo's Language Learning App

Background: Duolingo is a language learning platform with a global user base. It sought to expand its user reach to various non-English-speaking countries.