Every company wants its website to achieve the highest possible ranking on search engines like Google. After all, the higher the Google ranking, the better. This also applies to foreign language websites for companies involved in international business transactions. Over the last few years, this field has changed dramatically. In the past, the primary goal of any internationalization project was the translation of a website from one language to another, while the focus thereby was and still is on being familiar with the other culture and to incorporate this valuable knowledge into the translation. In the meantime, the industry has evolved from merely offering classic translation services to effectively positioning foreign language websites for search engines on local target markets.
However, just how search engine optimization (SEO) works in other countries, is truly a science in itself. Udo Leinhäuser, SEO expert for language specialist Leinhäuser Language Services GmbH, explains: “The website can only be successfully equipped for an international audience if you are well-versed in the foreign market’s language and the search engine optimization is tailored accordingly.”