Multilingual SEO has been getting more attention as small- and medium-sized businesses decide to expand into foreign markets. Obviously, to do this, you need to start using international SEO on your website to reach audiences worldwide. But SEO translation is not the only aspect of transitioning to bigger markets. Here’s everything you need to know about multilingual SEO and how it will help you achieve international success.
What Is Multilingual SEO?
Multilingual SEO is a type of search engine optimization that is directly concerned with optimizing content in different languages. But it’s not just about translating your content – it’s also about targeting specific regions, understanding the culture behind the language, localizing your content to make it visible on different search engines, and so on.
At first, multilingual SEO may seem easy. To others, it may seem extremely intimidated. But it is actually neither of the two. Once you learn how to use it correctly and what to do to ensure that everything works just the way you want it to, using multilingual SEO becomes much easier.
#1 Start with The Research
First and foremost, you need to start with the obvious – the research. This is probably the biggest part of preparation before you actually dive into creating your SEO strategy, so it’s definitely worth doing it right. Here are the things you need to research:
· Market: What is the market like right now for your niche? Which markets do you want to expand to? Is there enough demand for your products? What position does your brand have on the market?
· Competitors: Who are your competitors? Do you have an upper hand or do they? What are your competitors doing in terms of expanding to international markets?
· Regions: What are the regions you want to target? Which languages are used there? What cultures are present there?
· Keywords: What keywords will you have to use for targeting each region you have chosen?
#2 Choose Your Languages
Though you start with the research, the next steps are the ones where you expand on the research you have done. You now know which regions you want to expand to and which languages you will need to use to target those regions. But the peculiarity is that some countries use several languages that can even intersect with other countries (e.g. Belgium has French-speaking, Dutch-speaking, and German-speaking communities).
Because some countries and regions have similar language use, you might want to opt for some languages while discarding others (at least for the time being). For example, using French will help you reach France, Belgium, Luxembourg, and Canada, but you should still remember that the French each of these countries uses differ slightly.
#3 Understand Different Cultures
One thing most marketers and business owners forget when it comes to multilingual SEO is that language is not the only aspect that should be taken into account. The cultures behind the languages you use should also be considered. People from different cultures will have different values, views, beliefs, opinions, etc.
As Mark Collins from the writing service reviews site Best Writers Online says, “When you don’t take into account the culture of your target audience, you risk being inconsiderate and even tone-deaf. On the other hand, you can even end up being irrelevant and your content will no longer be in-demand.”
#4 Identify Search Engines
Once you have figured out the languages you want to use and you understand the cultures behind them, it’s worth identifying the search engines your new target audiences use. Someone in Russia will be using Yandex as often as Google if not more often while someone in China might be using Bing.
In other words, you need to understand which search engines your website should show up in and what you should do to make it rank higher in the search results. Otherwise, you might not be able to reach the audiences you are targeting.
#5 Consider Translations
Creating content in different languages will probably be your choice of action, but you should also consider translations. Some types of content you produce might not need to be created from zero in every language you have chosen to work with and can simply be translated into the languages in question with the help of a good translation company.
That being said, even with translations, there are some nuances to remember about. The keywords you used in the content, for instance, can’t be directly translated and need to be substituted with the right keywords that you have identified during your research.
#6 Remember About Localization
Localization is exactly what you want to use when translating your content and adapting it for different audiences. In fact, if you create content from zero, you will also have to use localization, so it’s a must in both cases.
As Sarah Reese from the paper writing service reviews site Online Writers Rating puts it, “Localization is a must for any multilingual SEO strategy. Your content needs to have the right keywords and address the topics that the different audiences you target are most concerned with.”
#7 Optimize Different Content
It may seem that articles and blog posts are the only ones worthy of multilingual search engine optimization, but other types of content also need it. Your entire website needs to be translated. Your videos either need subtitles or you can start creating them in different languages. Your images need updated alt text on every new translated version of your site.
#8 Utilize Outsourcing
With so many things to be done for proper multilingual SEO, outsourcing can be a real lifesaver. By outsourcing part of your tasks, you will be able to get more work done in a shorter time period. If you find the right specialists, you will be able to ensure that all the content you translate or create is of the highest quality and can be presented to your audience.
#9 Analyze, Adjust, and Adapt
Last but not least, you need to analyze, adjust, and adapt. Analyze your strategy and the international campaigns you launch. Adjust your plans and make sure your campaigns function properly. Adapt to the new circumstances and establish better connections with your international customers.
All in all, multilingual SEO is definitely a must for anyone who wants to expand and grow their business reaching out to international audiences. Use the tips in this article to plan your own multilingual SEO strategy and start selling to customers from all over the world.
About the author
Aaron Swain is a writing specialist who is currently working in the company Best Writers Online service for writers and as an editor at review service Online Writers Rating. He working to make better himself in his blogging career. He is constantly trying to find new ways for personal and professional growth and is convinced that it's always important to broaden limits. That's why Aaron expands and improves his skills throughout the writing process to help and inspire people.