By Rachmy Kusumawaty
Google Web Search is Google Inc.'s most popular web search engine, the most widely used by web user. Half of Google search results are based on a priority ranking called PageRank according to the accuracy or visitor ratio of a file called hits. Until 2014 the number keep growing to almost one billion websites. Therefore, website owners compete with each other to become the top ranking website that show up when internet users type the keywords in Google Search so the contents they want to convey is spreading as much as possible, because 75% of web surfers only see the first page of the search results. Then come up Search Engine Optimization technique which is a technique that makes the website or blog is in the top position in the search result with targeted keywords.
When a website or blog gets their top rank in Google Web Search, some of the benefits they will gets is the increases awareness about its business will increase. According to a study held on August 2016 on a business website in Indonesia, visitors (who would be expected to become potential customers) clicking to the website increased almost three times when the website showed up in the top ranking of search results. Another advantage is the possibility of the visitors providing voluntary their contact data, such as email address, social media account, etc. This important data can make the seller know their customers better, they can read the market more clearly, what is potential products that can be offered, or just want to stay connected with consumers to perform the push marketing system.
As the 6th largest internet user in the world, Indonesia, in 2016 more than half of its population or 132.7 million are active internet users, 90% of them are productive and using internet mostly for updating information, related to work, and for entertanment. Almost all of them know that internet as a place to buy and sell goods and services. This shows the extent of the market segment of the website to include Indonesian as one of its intermediate languages or as the primary language in their website/blog.
As previously discussed, it is very important to polish a business website in order to occupy top ranking in Google Search. But the visitors number doesn’t mean equal with costumer number. Additional systems are still required to make them decide to buy. The additional systems are such as product information and reviews, promotion, and testimonials, which should use the language that used by the target market in that particular country or region. The goal is to make prospective customer feel the product offered has emotional closeness with them and not feel unfamiliar. In addition, many internet users are typing in localized languages or terms as keywords when they search for information on the internet. Indonesia also applies the regulation that any goods or services traded here must include all information related as clearly as possible in Indonesian both in offline and online media so the customer easy to understand the goods or services they has bought. This rule also applied by small or home industries. The most obvious case is lot of Instagram users using hashtag in Indonesian on their caption, either by accounts made for business or simply sharing personal experiences. Also we have to remember that Google Search always shows search results based on keywords, both in local and English terms. This makes local business communicators can convey their messages in Indonesian, as well as translators have a great opportunity to translate into Indonesian.
Another advantage in using local languages as the intermediate language is also one way to preserve the original culture without undermined the side effects of excessive globalization. So that the translator can actively participate on “think globally act locally”s movement.
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Writer Rachmy Kusumawaty is Indonesian and English Language and Translation Intern at Modlingua, India's No1. certified translation and Language service providers based in New Delhi
