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Mar

Complete Guide To Multilingual And Multiregional SEO

Posted by Amit Kothiyal

Complete-Guide-to-Multilingual-and-Multiregional-SEO

With the globalization of world due to internet connectivity, your chances of making your business reachable to international audience are also growing and there comes the need of proper execution of Multilingual and Multiregional SEO on your website. However, for doing so, you need complete expertise over Search Engine Optimization for better ranking and performance of your website on global level.

However before moving forward with the complete guide to Multilingual and Multiregional SEO, it is important to understand what they stand for and where you will be targeting across the globe.

Multilingual SEO and Multiregional SEO- What Are They?

Multilingual means dealing with multiple languages. Hence, as it name suggests “Multilingual SEO” is the process of optimizing the website in different languages so that it could be made accessible for the audiences of different languages around the world. It is done to maximize the reach of your business among multilingual audience.

While Multiregional SEO is art of optimizing the website content in a way that it could perform better in varied geographical locations. These two techniques might sound similar but have their distinct significance in the digital marketing era. Other important digital marketing strategies like pay per click, conversion rate, and content strategy are tied up with these two techniques for better implementation of overall online marketing strategy.

For proper execution of Multilingual and Multiregional SEO, it is important for you to determine the regions that you will be targeting for your websites along with the languages that you will be implementing in your website for those regions. It means that both multilingual and multiregional SEOs are related with each other, but the entire execution depends on proper planning of these two techniques.

How to Know If You Required Multilingual and Multiregional SEO Implementation?

With the prospects of your business expanding among your potential customers, the search and popularity of your products is becoming globally recognizable and because your website is restricted to offering services and products in only one language or a single location, you might be losing a great opportunity of making more sales and revenue through your online business.

Hence, you have to find a way to make your web content reachable across the globe to wider range of audience, and there comes the need of Multilingual and Multiregional SEO techniques, which are performed to make your business branding expandable among the audiences throughout the globe. But how do you know whether you are receiving international traffic or not?

For this you have to visit your Google Analytics account and click on Audience>Geo checking the popular countries that are contributing to your website’s traffic.

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When you found out the countries from where you are getting maximum traffic, you can also drill down to know the popular languages:

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Now, you can easily formulate your Multilingual SEO strategies and Multiregional SEO strategies for targeting those international audiences for better branding of your business.

The Next Step- Selection of URL Structure and Domain

Once, you have understood where you are targeting for performing multilingual and multiregional SEO, the next step is to select the URL structure strategy and domain. The Official Webmaster Central blog of Google states that it is not easy to perform geo targeting on page by page basis and it is necessary to consider the URL structure for segmenting parts of the website for geo targeting.

Mapping the right location structure will definitely help in making the project much easier for the SEO expert as well.

Structuring the URLs of Your Website

If you want to expand the opportunities of benefits through Multilingual and Multiregional SEO, it is important for you to plan the information architecture of your website followed by structuring the URLs of your website subsequently.

Here is the option that assists in structuring the URLs for localized content:

ccTLDs

This option for URL structuring has following advantages over other options:

  • It helps in performing clear geo targeting.
  • It structures the URL irrelevant of the server location.
  • It performs URL structuring thus making clear separation of websites from each other

Multilingual SEO vs. Multiregional SEO

Aligning your business goals with the new SEO strategy is vital for ensuring that you are targeting the right audience by offering them content that they like to read and share. However, here also the next key consideration is to know whether we are able to target the specific regions, languages or possibly both.

I will explain this to you using a real life scenario. Let’s say that FashionWorld is a fictional online store, which is selling cosmetics like hot cakes in US. No, the online store wants to expand its reach across the international markets as well like France and Italy. In this case, FashionWorld has to target both the countries France and Italy and their languages as well because then only it can make its sales in those countries. In this case, they have to implement their website into French and Italian languages to make their web content easily accessible for the audiences in these countries.

The main website of FashionWorld will be fashionworld.com, but the sister websites will be fashionworld.fr and fashionworld.it with the same content written properly in French and Italian languages respectively. It’s the only way that we can implement both Multilingual and Multiregional strategies for ensuring the success of this online store in international markets like France and Italy.

Some points to remember while implementing Multilingual and Multiregional SEO:

  • Create content in concern languages.
  • Choose the domains according to the targeted regions. For example, in above case we have chosen the domains for France and Italy as fashionworld.fr and fashionworld.it
  • Create links to get SERPs from that region.
  • Create high quality content by adhering with the standards of geo targeting.

What Technical SEO Considerations Are Necessary to Think Over?

You usual SEO practice should be considered for all new sites you create for targeting different regions and languages, but you have to make some additional On-page tweaks as well to ensure that Google is indexing  your web content appropriately and that it understand that the content is targeted for specific regions.

Besides, other important considerations to take while executing multilingual and multiregional SEO strategies are:

1.IP Address

IP address along with the hosting server details are also important technical SEO factor to consider. For example, if fashionworld.com is hosted on American server, it is necessary to the website to be hosted on French and Italian IP addresses because it might seems to be a minor factor for ranking of your websites a good idea to start the implementation from the foundation itself.

2.Google Webmaster Tools

For notifying Google about your international content, another key factor to take into consideration is the Google Webmaster Tools. When you have created new websites, it becomes necessary to submit your new websites to Google Webmaster tools to keep the track of the performance of your websites in different regions.

3.Users’ Usability Content

Another interesting factor is to consider the way how your target audience will consume your content. Taking this into consideration will help in evaluating your international campaigns ad, their success among the users. It will not only help in making your international campaigning efforts successful, but will also give you an idea of representing your content in the best possible way to the local users of specific regions.

4.Translation

One of the most outsourced steps, translation is crucial for proper implementation of multilingual and multiregional SEO strategies because it determines the overall conversion rates of your website in the international marketplace. Remember that all your efforts will go in vain instead of accumulating significant traffic if the visitors have not taken some kind of action. Hence, ensure that the web content is translated taking into considerations the intent of users along with the variations of keyword phrases to help grow your business across the globe.

Implementation of Multilingual Might Causes Duplicate Content Issue

With the implementation of Multilingual SEO strategy, the issue of duplicate content arises that may have negative impact on the organic ranking of your website even if it has two different URLs that are targeted for same local audience. Hence, to solve this issue, you have two options:

  • You can use a 301 redirect: This option is used for directing your traffic from other URLs of your website to your preferred URL to save your website from experiencing negative SEO effect.
  • You can use rel= “canonical”: This option is used for enhancing the ranking signals and links for content available on different URLs through syndication.

Besides these two options, you can also use rel= “alternate” hreflang= “x”. I will explain this to you by citing an example. Suppose you have a website in English language as www.abc.com, and you also have another website in Italian language as www.abc.it. You can use any of the three ways made by Google for indicating that the Italian website is equivalent to your English website.

1.HTTP link element
<link rel=”alternate” hreflang=”es” href=”http://es.abc.com/” />
2.HTTP Header

If your web page contains non-HTML content like a PDF file, then you can use rel= “canonical” HTTP headers for specifying the canonical URLs for HTML documents.

3.Sitemap

You can also submit language specific version through a sitemap in place of using markup. In sitemap, each of the languages will be set up using rel= “alternate” hreflang= “x” for recognizing the varied languages and regions.

So, What Is Your Next Take?

Taking leap into international SEO can be cumbersome task but if you really want to make your business successful throughout the world, it becomes necessary to learn the importance and ways of implementing Multilingual and Multiregional SEO strategies for your website. However, if you have finalized your decision for taking your business to next level of success, you can take excellent SEO services offered by our expert team of SEO to get your business successful in this competitive international marketplace.


Google Analytics & E-Commerce Analytics certified, Amit Kothiyal has 9+ years of experience in digital marketing. Currently he is working in a stellar digital marketing company TIS India Business Consultants Pvt ltd. since March 2005. He has helped numerous brands establish their online niche with his out of the box internet marketing strategies and lead generation capabilities. He is proactive on LinkedIn and twitter to share his experiences with similar kind of professionals across the globe.