SEO Case Study

How the correct translation can increase website traffic and revenue

Client

Proswimwear.co.uk is the largest competitive swimwear store in Europe. The company offers a wide range of FINA approved racing suits, swimwear, accessories and training equipment.

Challenge

To gain traffic from Russia by translating 5,270 website
pages into clear Russian for a new audience.

Initial data

In 2017 the company Proswimwear started expanding their business and entered Western European, Brazilian, Turkish, East Asian, and Russian markets.

For each new country targeted, they created new domains. All content was completely duplicated from the Proswimwear.co.uk. Magento store, and in some cases translated into national languages automatically using integrated tools.

As a consequence, product names and descriptions, as well as text content in other sections, were displayed incorrectly in majority of cases but in particular for Russian.

Solution

To avoid translation issues, which AliExpress and other multi-language marketplaces have, we had to translate 5,270 website pages into clear and grammatical Russian. These were pages and sections which influenced the customers experience and could be a reason for users to leave the website without a completed purchase:

  • Product names
  • Product descriptions
  • Blog section
  • Category names
  • Brand pages
List image
timeframe
Months
months

Responsibilities

To arrange our team of translators

To check the translated content with proofreading

To upload all text content through Magento admin panel manually

What We Did?

We divided all text content into groups by their types and translated at least 200 product pages per month.

Step 1 Firstly, we translated menu and product pages with names and description of each item.

Step image 1 Step image 2 Step image 3

Before any translated content was uploaded, this was checked a second time by the proofread team and once ready this content was uploaded manually through Magento.

Step image 4

Step 2 We translated all information pages, which were very important to the client. And uploaded these manually.

Step image 5

Step 3 Except for the text sections, we also translated meta titles on all category pages.

Step image 6

Example of the H1s on current category pages:

Step image 7

We did not optimize titles for SEO through keyword research but made sure these were all intelligible for users.

The issues we faced

The website was constantly growing. While the team had been working on the project, new product pages were being included, and old pages in cases that had been already translated were removed from time to time.

At the start of our work, the website included 4.5K product pages.
But when we finished this had grown to 9K.

Results

As a result, our team translated the following:

31

Customer Information
Pages

110

Category
Landing Pages

610

Brand Pages

30+

Blog Articles

3500+

Product Pages

232

Hardcoded Changes
(buttons) and attributes

After the pages had been translated, we could see increasing volumes of organic traffic. In January, compared with the United Kingdom domain, sessions from Proswimwear.ru have increased by 283%, transactions – by 79%.

+283%

Sessions

+79%

Transactions

+132%

Revenue

We also noticed the revenue growth from all traffic channels. In January, this benchmark on Russian domain
was by 132% higher than on the British website.

Also, the relevant keywords boosted the website visibility:

Yandex Visibility

Yandex Visibility

Google Visibility

Google Visibility

What’s next?

Translation of the Proswimwear.ru into intelligible Russian showed good results in boosting the website visibility in search results for both Yandex and Google while engaging new customers.
We regret to say that more than half of the website pages are translated automatically today which in turn prevents us to achieve the best possible results and can lead to a poor user experience.

To achieve better results we need:
  • Translate every text into grammatical Russian.
  • Optimize the filters and pages with close to indexation
    parameters to avoid duplicates, which negatively affect the organic rankings.
  • Create optimized texts for prioritized category pages and filters
    to gain even more traffic.
  • Optimize internal links which will help push the site higher
    in the natural ranking in Russia.
  • Optimize the load speed for all website pages to improve
    the ranking and conversion rate.
  • Make all banners and pop-ups in quality Russian grammar.

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