Any brand looking to expand globally faces the challenge of how to adapt its message while communicating with new audiences. However, doing business in international markets entails more than just translating content into different languages. Instead, to genuinely connect with customers across the world, it’s crucial for businesses to embrace a multilingual search engine optimization (SEO) strategy that acknowledges the intricacies of diverse languages, cultures, and search engines.
In this blog post, we'll explore the key factors involved in developing a successful multilingual SEO strategy for global brand expansion.
What is Website Localization?
A solid multilingual SEO strategy starts with proper website localization. Website localization is the process of adapting a website to meet the linguistic and cultural preferences of different regions or countries. As a business’s website is typically the first impression a new customer has of their brand, it is crucial to invest in proper website localization. Doing so ensures the website speaks to the local users in a way that resonates with their cultural norms, customs, and societal preferences.
The website localization process involves translating the website content into different languages and adapting the overall design, layout, images, and other elements of the site to make them more relevant and appealing to local audiences. This can include adapting imagery to meet societal norms, using local idioms and expressions, and adjusting formatting and design.
Conducting Keyword Research in Different Languages
Once the website is localized properly, the next step in a multilingual SEO strategy is to conduct keyword research in the languages of your target markets. This involves identifying the words and phrases that potential customers will likely use when searching for products or services like yours. However, it's important to remember that not all languages use the same keywords or search terms as we do in English.
This is where Language Intelligence can come to help - our wide range of industry-expert linguists will bring cultural and localization expertise and help you identify what keywords are relevant for your target audience. Our translation and localization services will ensure you are effectively communicating in foreign markets, that your content is optimized for the right search terms, and that you're effectively reaching your target audience.
Adapting Content for Different Languages and Cultures
In addition to using the right keywords, businesses must adapt their content for different languages and cultures. This means more than simply translating content word-for-word; it involves understanding the nuances of different languages and cultures and adapting your content accordingly.
For example, if you're targeting customers in China, you'll need to ensure that your content is localized for Simplified Chinese, the standard written language used in mainland China. You'll also need to consider cultural differences, such as the importance of family and community in Chinese culture. By creating content that reflects these cultural values, you can better connect with your target audience and build trust and credibility.
Implementing Hreflang Tags
Hreflang tags are a technical SEO tool that helps search engines understand which version of a website to serve users based on their location and language preferences. By implementing hreflang tags on your website, you can ensure that users are directed to the appropriate version of your site based on their language and location.
For example, if you have an English-language website that also targets users in Canada and the United Kingdom, you could use hreflang tags to ensure that users in Canada are directed to the Canadian English version of your site, while users in the UK are directed to the British English version. This not only improves the user experience but can also improve your search engine rankings in different markets.
Building Local Backlinks
Backlinks are a key factor in search engine rankings, and building high-quality backlinks from local websites can help improve your rankings in different markets. To build local backlinks, businesses must actively engage with local communities and organizations and create content that resonates with local audiences.
For example, if you're targeting customers in Brazil, you could partner with local bloggers or influencers to promote your products or services. You could also create content that speaks directly to Brazilian customers, such as blog posts about local culture, holidays, or other events. Building relationships with local communities and creating content that reflects their interests and needs can improve your visibility in local search results and build trust with potential customers.
Monitoring and Analyzing Results
Finally, it's important to monitor and analyze the results of your multilingual SEO strategy on an ongoing basis. This involves tracking your search engine rankings in different markets, monitoring website traffic and engagement, and analyzing user behavior and conversion rates.
By regularly analyzing your results, you can identify areas where your multilingual SEO strategy may need improvement and make data-driven decisions to optimize your website for different languages and cultures. This ongoing analysis and refinement of your strategy will help ensure that your website remains competitive in different markets and continues attracting and engaging users worldwide.
Developing a successful multilingual SEO strategy is essential for businesses looking to expand their global reach through website localization. While the process of developing a multilingual SEO strategy can be complex and time-consuming, the rewards for businesses that get it right can be substantial, including increased brand awareness, improved customer engagement, and long-term growth and profitability in new international markets.
Language Intelligence provides website translation and localization services to enhance your business’s multilingual SEO strategy and build your global brand. For more information on our human-centered, end-to-end localization process, get in touch today. We’d love to hear from you!