Your videos, podcasts, posts and all of your content must be on top of the search engine results page. The question then becomes: how do I get everything to the top of the search engine?

There are three simple answers to that question:
  1. Transcription
  2. Translation, and
  3. Localisation.
Once these simple concepts have been mastered, the rest depends on the quality of the content and whether or not you can resonate with your audience.

1. Transcription

Transcription is the written representation of audio or video content. Transcription is also the means by which that podcast can be converted into article form, slideshow format and even used for video marketing.

Video transcription services will generate what is known as a SRT file, which contains all of the text of the video, in addition to noting background noises. It is estimated that more than 80% of all Facebook videos are viewed without sound.

Similarly, with large numbers of people viewing videos on their mobile devices, there is an immediate benefit; though there is more as well. The results indicated that adding closed captions increased ad performance.

This led to to an 8% increase in advertisement recollection, 10% in advertisement memory retention and a 13% increase in linking the brand to the ad.

SRT files are also indexed by the search engines. This means that if you have closed captioning in multiple languages using video translation services, you will now rank for all of your keywords in numerous languages, increasing your audience even more though that requires translation services.

2. Translation

There are people who believe that translation is nothing more than exchanging one word for its counterpart in another language. While in an overly simplified world, this would be true, it is not by any means accurate. 

Translation is literal most of the time, but there are many cases where an expression, local vernacular or other forms of speech such as placeholders are used that will entirely skew the message if they are literally translated. 

Translation is about the ability to be literal for the most part, but at the same time, being familiar enough with the languages to translate the literal meaning despite the lexical verbiage in use. Translation is also the second key to successful localisation strategies.

3. Localisation

It may be easiest to think about localisation as translation on steroids, with a personal touch. People in the city will speak using different phrases than those in the country. 

In most of the world, people tend to prefer pizza, but a little bit of research will reveal that there are areas where people are searching more for pizza pies than they are for pizza.

Localisation is all about speaking to people in their own language, sure. There are also a great many additional factors involved. Localisation also includes being able to use local trends, cultural preferences, social taboos and other local references in order to generate a more emotional connection with the audience.

People may claim to be global citizens, but when given the option, most people prefer to buy from people they can relate to on a local level. If you can find a translation agency that specialises in localisation services, you will indeed be ready to tackle the world and come out a winner.

Research to discover new target markets. Use transcription services to multipurpose your content. Use translation services to speak to your target market in a language they will understand. Use localisation techniques to become a master of marketing.

Life is a buffet and most people are starving to death. Sure, it is easy to lay down at the foot of the table and accept the crumbs. Master these simple techniques though, and you can take your rightful place at the table where you belong!

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