Google Machine-Translated Over a Quarter of One Site's Search Impressions

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A hyperlocal clothing marketplace called FRQ found that Google's Search Console reported 28% of its search impressions as 'Translated results', meaning Google had machine-translated its English titles and snippets for searchers. Those translated appearances earned a click-through rate of 0.52%, about a third of the 1.53% rate for other results. The site's audience also searches in Hindi and Hinglish, which its English-only pages did not serve. In response, FRQ plans to publish Hinglish and later Devanagari versions of its top guides as separate URLs linked with hreflang tags. The author notes this is a plan under measurement rather than a proven result.

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