Language Industry

Marketing for Language Service Providers: Search (SEO)

Marketing for language service providers is about doing more with less. Learn how to do that with your search engine optimization (SEO). | Boostlingo


In this edition of Marketing for Language Service Providers, I’ll be discussing the second half of getting your online marketing started.

SEO (Search Engine Optimization) is the practice of creating pages that are relevant to a searchable key phrase. Well written pages will not only help your Google Ad quality score (discussed in last week’s blog), posts with great keyword density will help you appear in the organic results below those ranked ad spots.

For every search someone makes of that keyword, or key phrase, (for example, “ASL Interpretation in Austin, TX”) your language services company can appear as a paid search result (an ad) and an organic search result.

SEO for language service providers example search

Google Ads + SEO
Getting started with content on your site is simple. Hire a freelance writer or write pages yourself, but focus on matching every Google Ad keyword to a corresponding, unique page on your site (Don’t double up – one page should address “Cleveland interpretation services”, one page should answer “Cleveland Spanish interpretation services”). 500 words on a topic with either your key phrase or keyword mentioned at least three times is a great goal.

Your content should answer one of these questions: “Why am I the right place to purchase this service?” or “Why am I the best place to learn about these services?” If your content answers one of those questions, the post will benefit your Quality score and it will also establish you as an expert on the topic when a potential customer comes to the site.

Keep it simple so you don’t get overwhelmed. Make a list of five key phrases that fit what you do and will likely match a customer searching for you. Create five posts that match those key phrases. Online marketing is about making the road to your website easier for potential customers. Keywords are just the names on the signposts.

A Quick Note on Websites

Just like with your Google Ads campaign, for this part of language service marketing to work, you need a website.

For creating pages on your site simply, I recommend WordPress for two reasons. First, WordPress is used by businesses everywhere, meaning help for issues on your site is usually a Google search away. Second, you don’t need to be a computer genius to build a site from scratch using WordPress. As a small business, you can use premade, free templates and mainly focus on blog content.

Even if you do not use WordPress, I recommend choosing a web hosting platform that you won’t need a developer to customize. Customizing a website is a huge investment of money most small language service providers won’t need until they’ve built a much larger customer base.

Especially if you are using a scheduling platform like Boostlingo’s, your website does not need to operate your business, it just needs to help potential customers learn about you and get in contact.

 

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