Search engine optimization (SEO) helps people find your online content through search engines like Google. It’s no news these days that SEO is crucial to a company’s marketing success.
However, businesses looking for a global presence should take it a step further and take advantage of SEO localization. It’s vital to ensure that your target audience can discover your product and content in their own language.
Let’s dive into what is SEO localization, why it’s important, and how to do it right.
What is Multilingual SEO?
Multilingual SEO is the process of optimizing your website content for different languages. This helps you get found in new markets by allowing people in different countries to find your website through organic searches.
SEO experts will tell you that multilingual SEO involves optimizing your site for native speakers of languages in countries other than your own.
The majority of the internet uses American English, and this may be your native language. Although English is the most widely spoken language in the world, only half of online users speak it. Therefore, it is worth using multilingual search engine optimization to reach the widest possible audience.
Benefits of Multilingual SEO
Your business can gain many benefits by incorporating multilingual SEO into your website. Here are five amazing advantages of multilingual SEO.
You get ahead of your competitors
Previously, some countries like the US and the UK were the concentrated hubs of online business. But today, other countries like Japan and China have also taken advantage of the virtual space for business transactions.
These users come from different language groups around the world. With multilingual SEO, you can outperform your top competitors in your industry. Since SEO for multilingual websites helps you reach and communicate with a global audience, you can drive traffic to your website from all over the world.
Improve your site’s overall SEO ranking
Having translated versions of your site can improve your chances of appearing on the first page of search engines. A multilingual website can attract more traffic than a single language site. Search engines will identify all translated versions as embedded on a single site. Searches across all these versions of the website drive traffic to the main site and create a positive compounding effect on SEO rankings.
You reach a more specific target audience
SEO for a multilingual website goes beyond simply translating your site into multiple languages. The process involves determining the specific group of people you want to reach and translating your site into their native languages. Geo-targeting is useful in providing a platform for more targeted outreach in specific locations.
Continuous business growth
A multilingual website also allows you to maintain a consistent brand awareness structure and keep your global audience informed about your products and services. You’ll be able to drive more traffic to your website and see a return on your investment now and in the long term.
Access to more search engines
Countries like China and Japan have major search engines other than the popular ones like Google and Bing. Search engines direct people to your website, and having access to many other local alternatives means more traffic. A multilingual website is the only channel through which you can achieve this.
Key steps in the multilingual SEO process
Define your target markets
When planning your multilingual website, one of the first things you should do is establish which regions you want to target. Some questions you might ask yourself during this process include:
Where are your current customers located?
Where are your current website visitors located?
Which markets are strategically important for your business?
This will help you get an idea of what languages you need to translate your site into. Of course, you can always add more languages later if needed.
Consider the domain structure
A critical step in the multilingual SEO process is choosing a domain structure. Some options include subdirectories (this looks like example.com/fr) or subdomains (fr.example.com). Depending on the content management system you use, there are some popular plugins that can make this process easier.
Identify relevant SEO keywords
Once you have defined your target markets, you will need to determine which keywords you want to rank for. SEO keywords are rarely literal translations, so it is essential to analyze multiple keywords. There are a few steps you should take to ensure you have chosen the best SEO keywords for your website:
Translate several variants of your main keywords
Research the keywords that other companies in your industry are using.
Consider the popularity of the keywords you’ve listed (using a tool like Google Trends) and make a final selection.
There are many approaches to keyword selection, but the key here is to take the time to research and select a solid list of keywords that fit your business and your customers.
Translate and localize your content
Now you can start incorporating your SEO keywords into your website. It’s important to localize your entire website, including elements like images, titles, and menus, because a partially translated site will lower your SEO rankings.
At Acolad, we offer a full range of translation and localization services delivered by professional translators who translate exclusively into their native language and can help you increase your website views and conversions.
Professional translations by a native speaker are essential for high-quality multilingual content. Keep in mind that you will also need to translate “invisible” content such as metadata and alt text to improve your SEO results.
We have now covered some of the basics of multilingual SEO. In short, optimizing your multilingual website with SEO keywords and links will help you increase your brand’s global presence.
Ensuring that your SEO translations are carried out by a competent translator will also have a positive effect on your bottom line. Overall, if you approach multilingual SEO in an organized, step-by-step manner, you will be able to maximize your return on investment while using your resources efficiently.
