Have you ever done a Google search, clicked on a website, saw it was in a different language, and then immediately bounced?

I suppose you have. If you can’t read the content, there is no point in staying on the site, indeed, most people will just leave and never think of returning.

However, you were driven to that site in some way, which means that you are also a traffic number that the site missed out on. This happens to many websites every day.

There is no doubt that if you aren’t optimising your website for different languages, you could be missing out on tons of traffic.

So if you want to retain more traffic and even gain traffic, it’s time to think about translating your content into different languages.


How do you find out where the traffic to your website is coming from?

The first step when considering translating your content into different languages is to find out where your traffic is coming from.

The majority of Internet users do not come from English speaking countries, so maybe you should consider translating your website into English — that is if you don’t want to miss out on traffic. In fact, countries like India and China are in the top of countries with the highest number of Internet users.

To see which countries generate traffic to you site, you need to check data from Google Analytics:

  1. Navigate to the “Acquisition” report
    1. Select the “Channels” report under “All Traffic” where you can see how much traffic is coming from direct, organic, paid, referral, etc.
      1. Select the “Secondary dimension” above the grouping which will allow you to dive deeper into the sources behind the traffic. From here, search “Country” and select the option from the drop-down list.

Now you can see where most of your traffic is coming from in terms of source. For example, if you notice that organic search is driving a lot of foreign traffic, you should consider optimising it for those languages.

However, if you notice that social media is big, you can start tagging that traffic to see exactly where the clicks are coming from. This maximises traffic by making it appealing and readable for any visitor.

If translating all of your content seems like too much work or if you translation budget doesn’t allow it, you can always opt to optimise your top-performing content. It could be a blog post that is bringing in most of your traffic or that is important to your business or it could be a specific landing page. This will generate the biggest return on investment in terms of time spent.

To find out what content or which landing pages are performing the best, you should go back to Google Analytics:

  1. Navigate to the “Behaviour” report under “All Pages”
    1. Select the secondary dimension tab and again click “Country” to see what countries are driving traffic.

This will give you an idea of what popular pages on your site might be driving foreign traffic.

However, you must keep in mind that this isn’t a foolproof system to identify the language you should focus on. Country of origin in terms of traffic doesn’t always correlate with the language spoken. As an example, someone could be living in the United States but be fluent in Spanish and prefer using that language to English. Or someone could be from Canada and prefer to use read in French instead of English.

So even if you notice that your traffic is mostly from a specific region, it could be a good idea to translate your content into multiple languages.


How to translate your content?

It’s a good idea to contact a professional Language Service Provider that can guide you in choosing the best and most cost and time-saving way to translate your content.

If you chose to translate all content on your website, it might be a good idea to opt for at plugin so that you can export the texts and then reimport them after translation. If you use WordPress you can find some good advice in choosing the best plugin in this article: https://www.wpbeginner.com/showcase/9-best-translation-plugins-for-wordpress-websites/

However, if you regularly make many changes to your website and often add new content that needs to be translated, the best solution might be to opt for an API integration with your CMS system.

This will allow you to send your content for translation with a single mouse click, without having to copy-paste or moving a lot of XML files back and forth. Once a translation has been completed, you can approve it directly in the system and it will be automatically be integrated on your site.

We advice against using the free Google translator plugin on your site since you need to deliver quality translations of your content that are appealing and adapted to all your visitors if you don’t want visitors to bounce from your site..

Let’s get started today!

You might have other reasons to want to translate your website or content than to increase traffic, but no matter your reason, there is no doubt that translating you website can help grow your business.

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