Multilingual Search Engine Optimization (SEO), as the term suggests, is the process of optimizing websites to make them more understandable and discoverable by search engines in different countries and languages. Its primary objective is to increase a website’s visibility and rankings across international search engines, thus broadening its reach to international consumers and potentially driving more traffic and sales.
Speaking the local language of customer traffic, quite literally, is a boon for businesses seeking to achieve international success online. According to a survey by Common Sense Advisory, 72.4% of online consumers said they would more likely buy a product with information provided in their own language. Thus, multilingual SEO becomes a crucial tool for successful international digital marketing campaigns.
The selection of the right keywords in multiple languages is at the core of multilingual SEO. Just translating English keywords into another language will not always yield the right results, since cultural differences and local idiosyncrasies can have a significant impact on search behaviour. Therefore, multilingual keyword research forms the basis of a well-executed multilingual SEO strategy.
A subtle yet crucial aspect of multilingual SEO is geotargeting. Utilizing country TLDs (top-level domains), server location, webmaster tool settings, and other geotargeting SEO factors aids in differentiating between regions and dialects. For instance, Spanish SEO must be as per Colombian Spanish if targeting customers in Colombia, despite the presence of numerous Spanish dialects globally (source: Moz).
Hreflang Tags are another central aspect of multilingual SEO, they help tell Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language. If done correctly, this could increase the chances of your multilingual sites ranking well on Google’s local search results (source: Google Search Central).
Understanding the importance of the culturally and linguistically appropriate design of your website is also essential. Just like keyword usage changes across cultures, so too can the way people engage with the design of a site (source: Nielsen Norman Group).
The complexity of multilingual SEO cannot be overstated. Missteps such can be costly, but effective deployment can significantly boost international reach, traffic, and conversions. Businesses must therefore devote the necessary resources, time, and energy into understanding and utilizing multilingual SEO if they want to succeed in the international digital marketplace.
Sources:
1. “Can’t Read, Won’t Buy: Why Language Matters on Global Websites” by Common Sense Advisory Research Team.
2. “The International SEO Checklist” by Moz.
3. “Use hreflang for language and regional URLs” by Google Search Central.
4. “Cultural Differences and Global Web Design” by Nielsen Norman Group.
