You may think that English is the world’s top language used, which is why you must always focus on having an English language website; isn’t it? But, you would be surprised to know that English is the third most spoken language in the world, after Mandarin and Spanish! And anyways, you can never decide as to which one language you can have your website in to target a global audience. Every country, every audience, and may be even every city within a single country, speaks a different language. For example, while Hindi is the official language for every Indian, we still have so many different native languages like Gujarati, Punjabi, Marathi, Tamil, Sindhi, etc. This is why you need to know which particular set of audience you are targeting, based on which you will need to understand which language to choose.
Why we are emphasizing so much on the language is because the main official language is the key driver of performance for any search campaign. But, this does not without complexities. You will need to hire a digital marketing company in Bangalore who can help you by taking into consideration all possibilities when planning for multilingual campaign expansions. Here are a few common considerations that need to be made and understood.
When a large number of people speak a particular native language, it does not necessarily mean that it will translate into high traffic volume or impressions. There could be a number of factors that can influence the amount of time an ad is triggered by a keyword, and how likely it is to be clicked.
It is often believed that in markets where English is a pretty common language used, there is no need to invest in local languages. There are many brands that don’t bother localizing their website or advertising content for such markets, believing that it isn’t worth their time or money because of the small numbers of speaker. But, this is a completely wrong thinking, and could result in poor outcomes. Even though people may speak more of English and lesser of their native language, the gross domestic product and purchasing power in those markets may be very strong. As a matter of fact, research has shown that compared to English ads, localized ads result in much higher click-through-rates and transactions.
There could be millions of speakers speaking a particular language, but the language may not be open for search advertising, and even the relevant organic results may be limited. Thus, with high search volumes, results could be poor. Conversely, people speaking another language on a very low scale could be completely utilized in search advertising and generate a good number of highly relevant search results. Thus, it is also advisable to check for the languages t hat are available before investing in ads and keywords.
With a country like ours having multiple languages, it could always be confusing to decide on which language to target, as there are no clear geographical borders between language users. While every state has their own native language, all castes are spread all across the country; so both native and foreign clients must be considered before making a choice. Here, careful monitoring of search query reports is important to be able to understand specific local trends and linguistic peculiarities.
A single word could be written in various ways and spellings. We see many brands having various spellings depending upon the audience and country they are targeting. Therefore, research is important to understand what the full list of variations could be before inserting them into the relevant media channel.
After you understand all of the above, you may be in a better position to decide on the language(s) you wish to use. However, even then, there are many different aspects to consider, as what works for one language may not work for another; and even within the same language, varying methods by media channel can also have a huge impact on performance. Thus, it is better to leave the task to a professional like an experienced digital marketing company in Bangalore.