What is the problem?
When you’re expanding your travel brand’s reach into new international markets, digital marketing should be a top priority to ensure you’re establishing your brand across all touchpoints. Your strategy needs to include the localization of campaigns, landing pages, and websites, and your plan for search engine optimization (SEO).
However, simply translating keywords is not enough—using literal translations of keywords has the potential to cause multiple problems and stunt a business’s growth. Relying solely on translated keywords may not be the best strategy, because, while it’s true that translation can help ensure that your content is accessible to audiences who speak different languages, it doesn’t take into account the nuances of different cultures and how they search for information.
What should travel brands do?
Instead of simply translating keywords, travel brands should focus on doing international keyword research to gain a deeper understanding of how their target audiences search for information in different markets. This means taking the time to research the specific keywords and phrases that are most commonly used by locals in each market, as well as understanding the unique cultural context in which those keywords are used.
By doing this research, travel brands can create content that is tailored specifically to each market, which can increase the relevance and effectiveness of their content in those markets. It can also help them identify new opportunities for growth and expansion, such as targeting niche markets or focusing on emerging trends that are popular in specific regions.
In short, while translation is certainly an important component of expanding your travel brand’s reach into new markets, it’s just as important to do your research and understand the unique needs and preferences of your target audience in each market. By doing so, you can create content that resonates with local audiences and drives real results for your brand.
Another advantage of doing international keyword research is that it allows travel brands to optimize their content for search engines in each market. Different search engines have different algorithms and ranking factors, which means that the same keyword might not perform as well in one market as it does in another. By doing research on local search engine preferences and optimizing content accordingly, travel brands can improve their visibility and rankings in each market.
It’s also important to note that language is only one aspect of cultural differences between markets. By doing international keyword research, travel brands can gain a better understanding of other cultural factors that may affect how their content is received in different markets, such as local customs, attitudes, and beliefs. This can help them avoid inadvertently offending or alienating potential customers in new markets.
Need any help?
While translation is an important part of expanding your travel brand’s reach into new international markets, it’s not enough on its own. By doing international keyword research and taking the time to understand the unique needs and preferences of your target audience in each market, you can create content that resonates with local audiences and drives real results for your brand.
Whether your localisation readiness initiative is ongoing or completed, now is a good time to review what you’ve achieved or still need to address as well as lessons learned in order to adjust your translation strategy and further optimize your processes.
Contact us at info@omadatranslations.eu to learn how we can help you localise your material properly to meet the needs of the global marketplace, support the finetuning of your processes, and assist you in expanding your global presence, reach new customers, and ultimately grow your busines.
