SEO (Search Engine Optimization) is a collection of techniques and strategies for optimizing websites to improve their organic position in search engines such as Google to generate more traffic.
As one of the main strategies in Digital Marketing, SEO is being used more and more by companies wanting to have a more prominent digital presence by occupying the first positions in an organic search.
The vast majority of people do not go past the first page of search results, and, as a rule, the first three results get the most clicks.
A good SEO strategy gives your website more visibility, more traffic and, as a result, more chances to convert leads.
Multilingual SEO means adapting your website’s text so that it can be found by people using a search engine in their native language, i.e. residing in countries that speak different languages.
Successful digital marketing thus entails adapting a text to those who will read it, i.e. the translation is always done with the target audience in mind.
Here in lies the relevance of translation in digital marketing: in addition to appropriate terminology, a search is also performed concerning Multilingual SEO. A mere translation of a keyword may not be enough to ensure the best brand positioning.
Multilingual SEO is primarily driven by localization, to ensure that the right keywords are used from the target language. Localization is focused on the search habits of the group in question.
To begin optimizing your website with Multilingual SEO, you must first determine your target audience. The strategy for making your brand international must identify which language they speak and which countries/regions they live in.
Once you know who your target audience is and the regions they live in, we can move on to the most critical part: translating and localizing your website, subsequently followed by Multilingual SEO.
There is a difference between multilingual content and multinational content.
Multilingual content focuses on the different languages that exist instead of multinational content, which focuses on other countries.
It is important to remember that 9 out of 10 customers prefer to see content and buy products in their native language, not to mention their country.
If necessary, it is also possible to align the strategy with the two types of content.
This is the first step in creating a website customized to different countries and languages.
There are various types of domains that can be used:
In addition to domains, there are also sub-domains and sub-directories.
The best choice for large websites focused on different countries or languages is a top-level domain, since it contains the country code at the end:
The translation must be done well using a specialized approach for optimum results.
When you think about using Google Translate, think about the impression of those reading it and the potential loss of customers due to errors in content not translated by a native speaker. Reading a text that sounds strange does not inspire confidence.
Choosing a specialized, certified transition agency keeps your company from losing the credibility it has taken so long to earn. You have invested time and resources to create the image of your professional company, only to have it discredited by mistranslations that could have easily been avoided.
Consider configuring your website to use the language settings provided by the user’s browser.
Imagine you are Portuguese, and you are in Copenhagen. When you go to a Danish website, you will be reading in the language predefined by your own settings instead of opening the website and having it all in Danish, which can be frustrating for the user.
Another idea for your website is to add a menu of languages without countries, only symbolizing the languages themselves.
Make your website accessible to any language or location.
If you have an online store, making this adjustment is very important.
It may seem relatively simple, but it is highly relevant to the potential buyer.
Adapting the currency and values to each user's location helps streamline the buying process, making it faster and more user-friendly.
Something being shown at a location that is interesting may not be so interesting for another different location.
It is essential to focus on the different interests of each location and understand what users really want to see.
Conduct a study, and understand which content is most interesting and relevant for each location you communicate with at your website.
For example, for a target audience in Porto, I will use sapatilhas in the copy, but for a target audience in southern Portugal I will use ténis. (both meaning “tennis shoes”). The images themselves should be appropriate to the cultural references of each market. Images of cricket players may make sense for a British audience, while pictures of baseball players should be chosen for the United States.
Now that you know how to optimize your website and understand the importance of choosing a multilingual strategy, you will need a partner capable of helping you with all of the challenges that will arise.
More than 20 years of experience in helping companies from various industries and regions in their strategic decision-making and expansion throughout the entire lifecycle of multilingual content.
Our success lies in helping you expand what you value most: your business.
Contact us at https://www.l10nglobal.com/en/forms/contact to request a fast, free quote.
We will make your brand global!