It’s common practice to keep all terms consistent throughout a translation project, and a glossary would be even provided to ensure this.
But if the translated texts are to be used for SEO, consistent terminology could be harmful to SEO rankings, because they would eliminate organic traffic from possible synonym keywords.
Baidu released a ranking list of 30 websites with “original content” on November 5th, in order to encourage website owners to create original content instead of copying articles from other sites, and to use its new star product – Bear Paw Account, which is supposed to help original content get proper rankings on Baidu.
However, according to our research, websites on the ranking list don’t seem to be producing original content; instead, they are just copying or rewriting articles from other sources, like most other Chinese websites.