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This will often include different search terms than those used in English language territories and when considering voice search specifically, will require a bespoke strategy to cater specifically for spoken requests. Typically, this involves creating website content that answers what a person says – such as FAQs or top tips pieces, which directly answer questions the user is asking – rather than what they type. In short, build your SEO strategy to ensure your products can be found by anyone, anywhere in the world, whether they type or speak their search.


International messaging If someone has a good


experience on your platform, tailored to their language needs, they’ll be more likely to buy from you again in the future. If you’ve been able to capture a shopper through voice search, it would be


remiss to ignore the role of your marketing material in this journey, but this involves more than just translating your original content word for word.


Target audiences of different cultures and languages engage more with messages that are tailored to their specific markets, so when you translate your content, review all previous, live and upcoming campaigns to ensure the content, tone and sentiment is relevant to all. That way, you’ll be able to capture their attention in a language they understand.


Voice search and video content Increasingly, video content is being used to produce search results. A typed Google search of ‘how to fix a broken washing machine’ will recommend a YouTube video to a user ahead of a standard webpage, for example.


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International eCommerce businesses which utilise video to promote their products should apply translated subtitles or a foreign language voiceover to their videos to help users of any language to understand the content. But for the video to be found in the first place, video descriptions and meta tags should be translated too, so that they can be discovered from anywhere in the world. Doing so will mean when a request for your products or content is made in another language, Google is better enabled to offer your it as the best result.


Voice search is advancing in its capabilities and looks set to dominate how we seek out the products we consume and engage with. For global businesses, translation helps to understand your current or potential customers, how they might find your products and what you can do now to get ahead in the voice search race.


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