Did you know that nearly 76% of people would prefer buying something from a website that speaks their language? And yet, so many businesses rely on only one language — English.
It sounds bizarre if you think about it, right?
The global digital market is massive, and if you’re relying on only one language to do the job, you’re leaving so much on the table. The truth is, if you want to make it big, multilingual SEO is the way to go. But it’s not just about translating your website and hoping for the best.
Instead, you optimize your website. You make it work harder, reach farther, and connect deeper. And the best part? It’s totally doable.
We’ll walk you through 8 powerful steps to get your multilingual SEO game on point.
8 Steps for a Successful Multilingual SEO Strategy
Having a solid multilingual SEO strategy in place is the difference between being found and being buried under hundreds and hundreds of search result pages.
These 8 steps are going to help you finally stop losing customers.
Step 1: Identify Your Target Markets
The first step for a successful multilingual SEO strategy is coming to terms with the fact that you can’t possibly target everyone. The truth is, not every region will be a good fit for your business.
What you need is to identify where the real opportunity lies.
If you end up targeting the wrong market, you end up wasting your resources and, worse, your time.
How do you do this? You do your homework.
Tools such as SEMrush, Google Trends, and Ahrefs all help you do one thing: find where the genuine demand for your services is. They help you track search volume, competition, and even trends in every country.
But there’s a catch here. Don’t focus only on the numbers. Ask yourself, does my product or service fit culturally into this market? If it does, you can move on to the next step.
Step 2: Choose the Right Domains and URL Structure
You can do everything right and still not rank if your URL structure isn’t set up properly.
A URL structure signals to the search engine which content is meant for which audience. With the right setup, you’re helping the search engine understand your website’s local relevance and making it easier for users to find the content they need.
There are a couple of ways you can do this:
- Country Code Top-Level Domains (ccTLDs)
You could use domains such as example.fr for France or example.de for Germany. This would allow the search engine to target those specific countries respectively. The only downside, however, is that ccTLDs are resource-heavy and don’t allow you to transfer SEO authority from other domains.
- Subdomains
Subdomains, such as fr.example.com for France or de.example.com for Germany, are a good alternative to ccTLDs if you’re looking to save on resources.
- Subdirectories
Subdirectories are arguably the easiest and most cost-effective option out there. You get to keep everything neatly under one domain, which makes it a lot easier to manage. Examples of this are example.com/fr/ or example.com/de/.
Step 3: Perform Localized Keyword Research
Multilingual keyword research is critical. You can’t simply translate existing keywords you’re targeting and expect the same results.
Why?
Because every market has its own user behavior. And user behavior determines your keywords.
One way you can perform localized research is by using keyword tools such as Google Keyword Planner, which is great for most markets. However, for better insights into local user behavior, Baidu Index (for China) and Yandex Wordstat (for Russia) are good options.
Most already know this, but long-tail keywords always outperform broad terms like ‘shoes’ or ‘tyres’. Instead, make sure to target keyword phrases such as ‘best shoes for winter’ or ‘where to get 4×4 tyres’.
Step 4: Localize All Website Content for Each Language
We’ve said it before, and we’ll say it again: translation alone is not enough.
To really succeed, you need SEO localization. So many businesses fall short here, thinking a bare minimum translation will do the trick. It almost never does. What you really need is transcreation.
If your content doesn’t speak to users, they won’t engage with it. They don’t want to see strings of words in their language; what they want is intent, values, emotions, and above all, needs.
Localize your images, currency, and even tone. You might thrive with using a formal tone in your content in Japan, but Mexico might not give you any heed.
Step 5: Optimize Technical SEO and Hreflang Tags
Your multilingual SEO strategy won’t make it off the ground without the right technical setup, especially Hreflang tags.
Search engines use Hreflang tags to determine both the language and the intended region for your website. Without them, you could face issues like duplicate content or your pages being served to the wrong audience.
Multilingual SEO hinges on mobile optimization. With mobile phones accounting for 62% of the world’s online traffic, you’re practically out of the race if your website isn’t optimized for mobile phones.
Another important ranking factor is your website’s site speed. To make sure your website loads everywhere without constant buffering, you can compress images, use caching, and choose a CDN.
Step 6: Build Local Backlinks and Establish Regional Authority
Without local backlinks, your content won’t rank, regardless of how good it is. This is especially important if you’re establishing yourself in a new market: you need to build trust. Backlinks from authoritative sources establish your website as a credible source within your region.
Contrary to popular belief, building backlinks doesn’t have to be as complicated as it seems. You can:
- Build relationships and work with local influencers and bloggers to get valuable backlinks
- Submit to local directories to get your business listed in local business directories
- Collaborate with regional media outlets and press to get mentions that drive traffic and backlinks.
Step 7: Create a Seamless Multilingual User Experience
The quickest way to drive customers away? A bad user experience.
Websites with multilingual SEO need to be easy to use, intuitive, and responsive to every language and region. If users aren’t able to navigate your website in their language easily, they’ll bounce, causing your SEO rankings to take a hit.
What you need is:
- Clear navigation. Make switching to languages and finding content second nature.
- Mobile optimization. The mobile usage across the globe is massive, so make sure your website is optimized for small screens and fast load times.
- Multilingual customer support. Customer service options need to be in their native language. For example, if you’re serving the German market, offer support in German.
Step 8: Track, Analyze, and Continuously Optimize
You probably think your job is done once you’re live. Not exactly.
Multilingual SEO requires constant monitoring and improvement. When you’re constantly tracking and analyzing your data, you’re making sure your strategy is working and helps identify any loopholes that need immediate attention.
Here’s how you can do this:
- Monitor your keyword rankings by using tools such as Google Analytics and SEMrush. They’ll help you track how well your pages are performing in different regions and languages.
- Analyze traffic by identifying which languages drive your traffic and adjust your website’s content accordingly.
- A/B testing can help you test different versions of your pages to see what works best.
Are You Ready to Go Global?
So, you’ve just made it through the 8 steps. Now what?
Take action.
A successful multilingual SEO strategy involves identifying target markets, conducting multilingual keyword research, localizing your content, and optimizing it to make sure it reaches your target audience.
Multilingual SEO is your ticket to breaking into markets across the globe and leaving your competitors in the dust.
When done right, a solid multilingual SEO strategy can boost your search rankings, connect you with a global audience that actually resonates with your business, and turn clicks into customers.
We tell our clients this all the time: the world is your market. So, why limit yourself to one language? A well-executed multilingual SEO plan is exactly what you need to stay ahead in the game and expand your global reach.
At EC Innovations, we make it happen.
Our SEO localization services help your business stand out and truly connect with global audiences. So, what’s stopping you? Reach out to us today to optimize your website for the world.
