Multilingual SEO is a rather complex but important aspect of website localization. We are often asked about how multilingual SEO works, so this article aims to answer that question.
When we’re localizing a website for our clients, here are the three main steps we take:
Step One: Research
First, we look into keyword research. We match up your products with what keywords are being searched for in that country. For example, if you’re selling collaboration software to Germany, we’ll get together a list of key search terms that German users are searching for, that we think will convert.
We identify keywords using sources such as search volumes, competitor analysis, SEO trends, and standard industry terms.
Step Two: Implementation
We review your on-site text (website content) and meta tags. These will be edited to include the keywords which we signed off in step one, and we will ensure the right level of keyword density in your content, as well as internal links and image tagging.
Although these aspects are important, we also understand that contemporary SEO means the content needs to read well and be user-friendly, so we would usually recommend the transcreation of your content. This means the text will evoke the same reaction from your foreign customers as in your home country, ensuring brand consistency.
Step Three: Sustaining and Growing
We work with partners around the world who work with both you and our company to target good quality inbound links, press release distribution, multilingual social media campaigns, and continuous improvement of on-site content, such as translation of blog articles with good quality relevant content.
The whole process is tailored to each client. Some of our clients have in-country agencies for their off-site SEO. Other clients focus on PPC and other advertising initially to test keywords and then optimize their SEO after a few months. Hopefully the above gives an idea of how multilingual SEO can work.