Creating a Multilingual SEO Plan

Multilingual SEO Best Practices

Search Engine Optimization (SEO) is a valuable way to reach your market and increase relevant traffic to your website. Often times, however, companies that localize their site in multiple languages neglect to implement the same strategies they use in their original content SEO. When done effectively, multilingual SEO can be more valuable than traditional advertising methods and can put your company’s content right in front of a potential customer.

Managing Content Costs

Naturally, there are budgetary constraints on how much content can be localized with tender loving care. Granted, machine translation is easy, but that translated content may not pass along the same message if it isn’t translated professionally. So prioritizing which content would be most valuable to translate for a foreign market is essential to monitoring costs and ensuring quality.

Keyword Research

A basic principle in marketing is understanding how your potential customers think; how will they describe their needs in terms of your product. Through monitoring analytics and reviewing what keywords are most useful to draw views to a website, can you determine what phrases and words to focus on when optimizing SEO. The same idea applies to multilingual SEO. But simply translating a popular English search phrase or keyword into Spanish, for example, isn’t the most effective way to optimize in Spanish (have you ever tried to translate curse words and/or phrases? It’s not really the same is it?). Understanding how your translated content will be found by your target market is essential. Use your company’s resources in your target locale. Have the in-country marketing team review and approve translated keywords and phrases.

Enhance your Reputation

Providing great content to your customers is a great way to establish trust. When your international customers see that your and your company are making an effort to communicate clearly with them, that extra effort is appreciated, leading to an improved reputation and increased sales.

It all boils down to understanding your market. What are your customers needs? What can you provide to fill those needs? Helping your customers make informed decisions, in all languages, is paramount to maintaining a successful global brand.

View Lingoport’s latest webinar to learn about culturizing your brand.

For more information on this topic, please view Best Practices: Successfully Marketing Your Brand to a Global Audience

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