You want to reach millions of additional customers with your product? Multilingual Search Engine Optimization (SEO) is one way to get there. Once you translate your website, for example, into German and fill it with high-quality SEO content, users in Germany, Austria, and Switzerland will be able to find it. Consider the following aspects before you start expanding your search engine optimization to foreign markets.
What exactly is Multilingual SEO?
Multilingual Search Engine Optimization ‒ or multi-language SEO ‒ means that your website is optimized for more than one language.
If you want to address customers e. g. in German-speaking countries, a multilingual website that includes German content is a valuable asset.
Even on the domestic market your business will benefit from multi-language SEO. For instance, German-speaking customers who live in your country will then also be able to find your products.
How your Company can Benefit from Multilingual Website SEO?
Implementing SEO on multilingual websites makes sense. Especially, if you want to grow your business internationally, expand your existing customer base, and increase your sales. Doing so gives you a strong competitive advantage over monolingual competitors.
With unique SEO content in different languages, you can market your brand, product, or service to a new audience. Multilingual SEO will raise your business’ visibility and online traffic ‒ regardless of whether it is a company website, a blog, an online store, or a community.
How to Approach Multilingual SEO
Multilingual SEO is all about strategy. This is why I approach any of my SEO projects strategically, whether they are in a single-language, bilingual, or multilingual.
The Starting Point
Usually, I start my multilingual SEO projects by sending you a comprehensive questionnaire that I tailor to your specific project. You and your colleagues can now answer my questions regarding your history, scope, goals, resources, and expectations.
Next, we meet for a SEO workshop (either via video call or in person). Together with your team, we identify important topics for each target market and language. This is where I also answer any of your questions. I use the data from this workshop to develop your multilingual SEO content strategy.
5 Steps towards a Multi-Language SEO Strategy:
- analyzing the current state of multilingual content and SEO
- defining vision, mission, and desired outcome
- international keyword research
- developing a content strategy
- defining future steps in a SEO roadmap
Of course, each of these steps is a little more time-consuming and complex in a multilingual SEO project than in a single-language one.
Once the strategy is in place, I can then put your multilingual website project into practice for you. (Writing content is what I do as a German SEO copywriter.)
Going Multilingual ‒ What Else you Need to Keep in Mind
Search intent can vary widely between two different languages. Even within a single language, there are countless cultural ambiguities. (Just think about chips, crisps, and fries.)
Because of this, you (or your multilingual SEO copywriter) should look into the topic of SIO (Search Intent Optimization) before starting to craft content. This way your product will rank not only on google.de and google.at but also on google.ch.
User Experience (UX)
Different culture, different user behavior: Users will only become customers if they can find their way around your website. You want to make sure that everybody has a great user experience (UX) on your website.
As a result, us multilingual UX writers often work with a little something called microcopy. After all, the demands on usability and UX writing differ from culture to culture.
Social Media & Branding
Social networking is becoming increasingly important, especially when it comes to business customers. All the better, if you have regular access to multilingual content. Thus, you and your colleagues can share it with your B2B contacts in Germany, Austria, or Switzerland.
My advice: remember to have all Open Graph tags translated before sharing multilingual content on social media.
By posting multilingual content on social media platforms like LinkedIn, Facebook or Twitter in their own language, your customers will be able to read it. If these posts then are relevant as well in terms of content, your network will comment or share them. As a result, multi-language content helps you with brand building on an international level.
Opening up foreign markets with a multi-language website is perfectly feasible. However, you need a multilingual SEO content strategy as well as unique content to get there.
This way, you know from the very beginning what your target groups in other cultures are looking for. And whether it is better to work with SEO translations or specifially crafted (German) copy.
Related to this topic: In my article “SEO-TRANSLATION – HOW TO ROCK (GERMAN) WEBSITE TRANSLATION” you will find more information on how to translate your website.
Multi-Language Website SEO: How I can help you?
My work focuses on English- and German-language website projects. As a consultant, I develop bilingual SEO content strategies for international companies day in, day out.
Beyond the conceptual aspect, I am at your disposal when it comes to actually creating multilingual SEO content as well as German SEO translations of your existing content. For this I rely on my extensive experience living abroad as well as my vast network of native SEO translators.
By the way, if you want to work with me, you can choose English, German, or French as the project language. I am fluent in all three.
My services ‒ English and German SEO content
- multilingual keyword research
- international SEO content strategy
- optimization of existing metadata
- multilingual SEO copywriting
- SEO translation, SEO localization, or SEO transcreation for multi-language websites, blogs, or online stores from/to German or English