Expanding your reach beyond borders is crucial for many businesses, especially online. This is where multilingual SEO comes in – a powerful tool to ensure your website is discoverable by international audiences in search engines.
Firstly, let's explore what exactly 'multilingual SEO' is.
Simply put, multilingual SEO optimises your website for search engines in various languages. It involves translating content, using relevant keywords, and tailoring your website structure to target specific regions. Localisation is also highly important, as different markets will have different keywords, UX preferences, and beyond.
Why multilingual SEO matters in 2024
The internet has become a global marketplace, and multilingual SEO is more important than ever in 2024.
Here's why:
- Reach a wider audience: Attract potential customers who wouldn't find your website otherwise. By speaking a user's language, you build trust and increase engagement/conversions.
- Improved search rankings: Optimise your content with localised keywords and translated website content to rank higher in regional search results.
- Enhanced user experience: 76% of users prefer websites in their native language, leading to better user experience and potentially higher conversions.
- Boost sales and brand awareness: Expand your market reach, generate more leads, and establish your brand as a global player.
Based on a survey of 8,709 global consumers in 29 countries in Europe, Asia, North America, and South America, CSA Research found that 76% of online shoppers prefer to buy products with information in their native language.
Key considerations for international SEO
- Prioritise translating key webpages with essential information about your company and products.
- Further the above, consider translating your top markets first for maximum results.
- When translating website content, use native speakers who understand cultural nuances and regional search trends. Of course, we'll note here that Wolfestone uses native-tongue linguists.
- Consider ongoing content updates to maintain a fresh and relevant website.
- Identify high-volume, relevant keywords in your target languages. This can be difficult, and often keywords need to be localised. Always consider speaking to and using an expert.
- Choose a domain structure that suits your needs (ccTLD, subdirectory, or subdomain) based on factors like brand consistency and search engine optimisation. We will explore this in more detail below.
- Ensure proper website structure, hreflang tags and mobile-friendliness for all language versions.
- Build backlinks from reputable websites in your target regions. As an example, seek links from French-language websites if you wanted to build up the authority of your French website.
- Use analytics tools to track website traffic and user behaviour across different languages and regions. Segment, as each market will have different preferences and metrics.
Domain and URL structure
When creating a website for global markets, or translating for multi-language variants, you need to consider more than the content itself.
You also need to think about the type of web domain you’ll be using.
There are three options to consider when launching your website in another country.
The first is CcTLD – Country Code Top-Level Domain (e.g., webname.fr). Using the ccTLD indicates that you are targeting a specific country. As as example, co.uk represents the UK.
However, since it its own separate entity, it may not benefit from sharing the link authority of any parent top-level domain.
The second option is a sub-folder (e.g., webname.com/fr). Using a sub-folder benefits from the shared link authority of the top level domain and is good for your search rankings. However, there are cases where is may not establish the same level of trust as a CcTLD.
Thirdly, there is the sub-domain (e.g., fr.webname.com) option. This approach is a good compromise if you don’t want to use the above. A sub-domain can be separately hosted in different countries, potentially boosting your ranking in that country.
Note that it is important to decide which domain you are going to use before you carry out your multilingual SEO in order to avoid extensive (and perhaps costly) revisions later on.
It's important to seek advice from both an SEO expert and a localisation agency.
Multilingual SEO is a powerful tool for businesses aiming for international success.
By optimising your website for different languages, you can reach more customers, boost sales and establish a global presence. Don't underestimate the power of speaking to your audience in their native language!
Contact us today for a free quote. We offer solutions for international SEO and website translation, as well as free consultations.
