Search Generative Experience and Website Translation
By prioritizing translation quality, you can maintain and boost SEO results in your multilingual websites.
 3 Min. Read |  Evan Kramer |  June 06, 2023 |
| 3 Min. Read | Evan Kramer | June 06, 2023 |
Utilizing AI to generate online search results is now being referred to as Search Generative Experience (SGE).Unlike traditional search algorithms that rely on pre-existing data or explicit rules, generative search algorithms generate new information or solutions iteratively. Google is now utilizing its Bard AI to test SGE.
As generative AI takes form, so do the prognosticators as to how it will impact online search and SGE. Generative search will transform the current search experience. There are several possibilities to how this might take shape (some experiences currently being testing in Beta by Google)but it's important to highlight the impact of generative search on the translation industry with respect to multilingual support of web presence. Today, web presence that intends to support transactional or lead generation marketing efforts requires search engine optimization (SEO) strategies to best optimize presence in an organic search result. If a translation company does its job correctly, the page indexing for multilingual website translations can support SEO.
Let’s assume website translation is done correctly with respect to SEO (e.g., URL translation, meta data, information architecture, etc.), tomorrow’s world of SGE, in whatever form of user experience it takes, will focus on predicting optimal responses to search queries. As such, those queries will be longer tail search segments and result in fewer (likely ‘the best one or two’) options for user generated results. If this is the case, it will be increasingly difficult to rank for SEO. As generative search matures, it’s likely that paid search budgets expand to support lost web traffic no longer generated from organic.
This is where translation strategies for the web could evolve. Quality of translation will become increasingly important. If search requires more specific content to generate results, the translation quality and depth of scope of translation on a web site needs to be higher quality and with optimal context. Google translate or raw machine translation might help user experience once a user is on a web site, but it will not matter if your web site will not be found organically via search. Translation will focus back on quality to better GSEO (generative SEO). As an example, today a user might search for apparel in broad short tail keyword queries such as "trendy t shirts for men in XL". With generative search, that query will be more specific as the user interface will require more specification. For example, the generate query might be "which t shirts best fit me if I usually where an XL, but I want them to be from trendy brands or trending styles". The results will be more personalized over time and much more specific. If you want translation to support the future generative search experience, you will want high quality translations in all languages. If not, the generative AI will not give as much weight to the online content.
So, what does this mean? If you currently rely on SEO today for organic traffic and support a multilingual experience, you need to think about both the quality of translation utilized and more content development. For quality translation, this can be accomplished with post-editing of NMT or AI or even transcreation. For content development, this can be done using AI translation to generate more content proliferation across all your buyer personas plus develop quality translation to support those personas. If not, the budget you might save on content development and translation quality will be offset by the significant budget increases on paid search to reach the same audience.
MotionPoint's focus on translation quality and utilization of adaptive translation ensure that your multilingual website is uniquely equipped to thrive in GSEO search scenarios. Reach out to us today to learn about the changes in generative SEO and how website translation and localization can help your business thrive in any language.
