So what do companies need to do? Here are some top tips:
TRANSLATE YOUR WEBSITE
English is the world’s lingua franca, so having an English version of your website is a no-brainer and many are doing this pretty well. However, if your target audience is Chinese, then by the same token, you need a Chinese version of your website. You don’t have to translate the entire site, but start with your most popular pages and check the results. You can then determine if it makes sense to translate the entire website.
Make sure all versions of your website are perfectly aligned to reflect your brand. It should be done by a professional translation partner. You should take the same care in creating your website in additional languages as you do in creating your English content.
OPTIMIZE YOUR WEBSITE
So you’ve published the perfect translation, but you still aren’t seeing additional customers. You need to treat your translated site exactly the same as you would treat the flagship website, and this means international SEO optimization.
KEYWORDS ARE KING
English keywords may vary from country to country. For example in Spanish, depending on the country, “scooter” can be translated into escúter, motoneta, or motocicleta, but the term most often searched for is vespa. You need to ensure your key words are not simply translated, but that in-country research is conducted to find the most suitable term.
DON’T FORGET MOBILE
Mobile-optimized websites and other apps should be a key part of your strategy, not only in English but all your languages. Translating your app or mobile site can be done very quickly and economically, since there is very little content to translate.
FACEBOOK MAY NOT BE KING
Know which platforms your customers are actively using. Don’t just assume you need to be on Facebook and Twitter in every country. They are both banned in China, but Kaixin is very popular there.