Our language services for web companies and agencies

Thanks to its strong linguistic and technical capabilities, Studio Moretto Group assists both direct clients and web communication agencies with international web language services to support their global strategy: this includes the provision of SEO translation and web writing in over 160 languages.

When we talk about web marketing, there are certain aspects that are becoming increasingly important, such as web content management, web writing, and SEO translation. SEO stands for Search Engine Optimisation, i.e. the optimisation of websites through the logical use of search engines, with the aim of attaining a better position and a greater online visibility. SEO is therefore essential for the success of companies online, including on foreign markets, for which web content management includes multilingual translation, copywriting and the technical management of the logic of foreign search engines.

SMG is one of the first international language service providers to offer internet support with ISO 9001 and ISO 171000 certified quality. Our clients include important online communication agencies, to whom we provide language and technical support directly from our offices.

Today, an effective company website is the golden ticket for growing your business locally and internationally. However, it is not easy to find your way through the maze of the online world, especially if you need to maintain multilingual web content for a foreign audience, which can mean writing new content, managing posts and comments on social media (in compliance with editing rules and local best practices), or planning international strategies to improve the user experience of internauts on a global scale.

Simply translating web content, however true to the original, does not necessarily increase the number of foreign visits on a website. There are many aspects to take into account when optimising your web content for use abroad, which can be either language-based or IT-based. Below, we outline how our expertise comes into play in multilingual content management, SEO translation and web writing.

References for our Web Writing

Client: Regione Sardegna

Project: Writing and translating content to complete the multilingual platform SardegnaTurismo.

Description: Writing and translating informative content, glossaries, interfaces and thematic categories of the portals and applications of the platform SardegnaTurismo (www.sardegnaturismo.it and operatori.sardegnaturismo.it), along with the terms and conditions of the interfaces of the relative CMS platform through which the informative content is managed.

Objective: Create and make available to users an innovative tool for promoting the tourist offering in Sardinia and for the dissemination of knowledge on the various aspects and organization of the Sardinia tourist ‘product’.

Features of the service rendered by SMG:

  • extensive knowledge of tourist promotion, communication and marketing;
  • client-specific and consistent terminology in the different texts;
  • general consistency of terminology and layout of the texts in relation to the body of content published on the client’s platforms and in relation to the content theme;
  • application of general rules of web writing, also as a guarantee of accessibility, application of the guidelines for websites operated by Italian public administration and compliance with any other editorial standards for the specific service in question;
  • optimization of the content in relation to the context;
  • correct semantic cataloguing of content in relation to the taxonomy required for the platform provided by the client;
  • 32% cost savings.

Duration: 8 months in 2015.

How we provide foreign language content management, web writing and SEO translation

Optimising your web content in foreign languages involves a variety of language research and analysis activities. For example, our multilingual web writing and multilingual translation services include the following:

Supporting your strategic web marketing plan

Our language experts around the world can help our clients through market research, translation and interpretation. This non-essential activity helps the client to define their strategic plan (identifying what to promote on the foreign market, how and when).

Choosing keywords and key concepts for Web communication

  • Checking the popularity and competition of the keywords in the foreign target market, including through use of a web marketing management focused on online benchmarking. The keywords are chosen according to the following principles:
    • What are the key concepts of the product/service?
    • What words/expressions do the competitors use?
    • What words/expressions do potential foreign customers use in online searches?
  • Choosing the most strategic foreign keywords for each page of your website.
  • Localising web content to identify strategic and more specific terms, thus securing better positioning in certain geographical areas.

Optimising web content

We can optimise the pages of your website via a series of operations, including:

  • The strategic insertion of key words and key concepts selected in the analysis stage;
  • Use of a clear, correct and informative logic and syntax;
  • Use of visual elements corresponding to the logic of web communication and conforming to the norms of use of markup languages (bold, italics, titles, paragraphs, bullet points, etc.).

Translating Tags and MetaTags

Optimisation of Tags and MetaTags (title and description in particular) on the basis of the keywords.

Support for international link building

This activity aims to increase the number and quality of inbound links, also known as back links (links leading from an external site to your page/domain) in order to improve your Domain Authority.

There are many different ways of increasing the number of inbound links, including subscription to the sector directory or to article marketing or blogging websites. The quality of the links is measured based on the reliability of the site in which these are inserted. Links leading to your site from reliable and popular web pages are more valuable than links from unknown sites. Link building certainly benefits from content sharing through article marketing campaigns, blogging and digital PR strategies that include the management of social media pages and profiles.

Indexing on foreign search engines

If needed, we can help with advanced optimisation operations (for example, URLs, IP addresses and XML Site Maps).

Monitoring the results

We produce regular reports that show the positioning of the website pages abroad in relation to the key searches by users of the main search engines in the different languages.

What makes our SEO translation so good?

How do we guarantee the highest quality of SEO translation? Our native translators around the world have specific skills in the various industries and they are literally living the local market every day.

The editorial, translation, and communication departments of our group of expert native-speaking staff provide specialised international SEO-oriented services, in the places where you intend to disseminate your products and ideas. Our editorial experience in various specialist sectors in the industry, since 1996, has been the heart and soul of our service, and our worldwide offices make up the international structure that serves you in any language or location.

Our editorial, translation, and communication teams of expert native linguists provide specialised international SEO services, in the places where you wish to launch successfully your products and ideas. Our editorial experience in various specialist sectors since 1996, forms the core value of our service, and our offices worldwide form an international network to support you in any language and any country.

Furthermore, our Language Research Institute conducts daily terminology surveys and research in support of our international specialist translation projects.

Why our service includes the SEO translation of Tags and MetaTags

SMG’s SEO editing and translation services include the highly important creation of tags, metatags, and links in foreign languages.

Tags are the ‘markers’ on which the HTML language is built; they define the style and structure of the web page and can prove to be essential for people who wish to perform SEO web content management.
Despite the fact that modern content management systems (CMS) use special plug-ins to manage the foreign language versions of texts in the URL path, and within certain tags (such as text alternatives for images, or header tags such as the titles, metatags, etc.), companies often overlook these elements. Supposedly multilingual websites, or even websites with domains with foreign extensions, often fail to translate their tags. Below is a description of the main elements:

Title tags

The tag identifying the title of a web page, which appears at the top of the window and browser tab, as well as in the search results of your browser.

Description metatags

Unlike tags, metatags (or metadata) are not there to act as markers or to define the layout of text in a web page; their purpose is instead to provide additional information to make the page easier to find (or to indicate possible copyright, or add graphics devices to the page). Specifically, the description metatag contains a short description of the content of the web page, thus providing the browser with a summary of its content. Generally, it must contain the keywords that will then be repeated throughout the body of the text. Despite their strategic role in web content management, the importance of metatags in SEO has long been the subject of discussion, due to their observed misuse.

Alt and title attributes for images

These are interesting attributes for optimising pages if you want to give prominence to images uploaded online. Here, ‘title’ is used as the attribute for the ‘img’ (image) tag, which enables its title to be inserted, while ‘alt’ is used to specify ‘alternative’ text (which appears if the image cannot be displayed/is displayed incorrectly).


To achieve good positioning of a website in any given geographical area, it is often best to purchase a local domain (for example: .es for Spain, .de for Germany, .fr for France, etc.) where you can then publish your translated content. You need to choose carefully the words you wish to display in the the URL paths for each page.

Content management and cultural adaptation

Once you have decided on the more technical aspects of web content creation, you need to assess all the elements that need to be adapted for the local audience. This involves localising all web content: the language, style and all elements that serve to guarantee the success of your site with an international audience (from the Java scripts to choosing the most suitable colours to use on the page to make it more aesthetically pleasing to the relevant audience).

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The result: greater visibility on foreign markets

We boost our clients’ presence on international markets by managing SEO activities for web visibility, and PR with media and social marketing in over 160 languages.

The staff at our editing and translation offices in local markets carry out advanced SEO campaigns abroad. It is an invaluable service both for companies or institutions that wish to communicate with their local market and for communication agencies, which could benefit from technical specialisation and syntactic and stylistic accuracy from our expert native-speakers in our editing and translation team.

In particular, we can provide technical and linguistic international SEO services in numerous language, including the following:

  • British or American English, SEO services respectively for the British or USA market;
  • German: in the variants specific to Germany, Austria, or Switzerland;
  • French: web services in line with the reference francophone market both in Europe and Africa;
  • Spanish: writing and translation for the web in Iberian or South American Spanish, distinguishing between the local variations spoken in South America such as Argentina, Chile, Peru etc.;
  • Portuguese: assistance for localised web content in European or Brazilian Portuguese, adapted to Portugal or Brazil;
  • Russian: specific translation and web writing services for presence in Russia and in Post-Soviet countries;
  • Arabic: in consideration of the significant differences between local variations such as Egyptian, Saudi, Algerian and Moroccan;
  • Chinese: localised for positioning in China;
  • Japanese and in 160 other, Asian and rare, languages.