Intro
Google has expanded its translated results feature to include eight new languages, providing publishers with an opportunity to reach a more global audience. This feature translates the title link and meta description of search results into the local language of the user, and upon clicking the link, the entire webpage is automatically translated.
Key Highlights:
1. Google Translated Results:
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Automatic Translation: Titles and meta descriptions in search results are automatically translated into the user’s native language.
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Full Page Translation: Clicking on a translated result will translate the entire webpage using Google Translate or Chrome’s in-browser translation.
2. Benefits for Publishers:
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Expands reach to a broader, global audience.
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Enhances accessibility of content for non-native speakers.
3. Newly Added Languages:
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Arabic
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Gujarati
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Korean
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Persian
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Thai
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Turkish
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Urdu
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Vietnamese
Detailed Insights:
Feature Overview:
Google's translated results feature broadens the reach of publishers by making their content accessible in multiple languages. The feature ensures that even if a website is published in one language, it can be discovered and read by users who speak different languages.
Google’s Documentation:
According to Google:
“Google doesn’t host any translated pages. Opening a page through a translated result is no different than opening the original search result through Google Translate or using Chrome in-browser translation. This means that JavaScript on the page is usually supported, as well as embedded images and other page features.”
Expert Insight:
International SEO expert Christopher Shin explains why it may have taken longer for languages like Korean to be included:
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Market Dynamics: Google faced competition from local search engines like Naver and Kakao in South Korea.
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Global Exposure: A shift occurred as more Koreans who studied or traveled abroad returned with a preference for Google, and major Korean companies like Samsung and Hyundai increased their global marketing efforts.
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Language Complexity: The Korean language's complexity, including the use of Hangeul and Hanja, made it challenging to build an effective translation tool.
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Local Preferences: Tools like Naver’s Papago were preferred locally over Google Translate, although the introduction of AI tools like ChatGPT has increased competitiveness.
Takeaway:
The expansion of Google’s translated results feature to include eight additional languages offers a significant opportunity for publishers to increase their global reach. This development is particularly noteworthy in a year when many updates from Google have posed challenges for publishers. By translating search results into more languages, Google is enhancing content accessibility and helping publishers tap into new audiences.
For more detailed information, you can read Google's updated documentation on Translated Results in Google Search.
Featured Image by Shutterstock/baranq
