Multilingual SEO: breaking the positioning barriers

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These days it’s more important than ever to have our website translated into the local languages of the markets in which we want to work. The point is that when we’re looking for information or for a product, we all look for it in our own language. If we’re not in the language our customers are searching in, from a SEO standpoint we won’t exist for that market.

Is a multilingual SEO worth implementing? Those of us who have a business with an online presence struggle to improve our SEO metrics and become more visible via search engines. If we translate our website, it stands to reason that we have this same concern for each of the languages we’ve translated it into. Although the first thing we ask is usually when is it worthwhile translating our website.

At the end of the day, your business may need to improve its international web positioning, or it may not be worthwhile making the investment that a translation entails. Yet if we do decide on a translation, it’s very important to take into account an SEO strategy that includes selecting keywords, translating URLs, etc. When in doubt, the best option is to hire the services of a translation agency with expertise in SEO techniques.


International web positioning

Having already decided to translate our website into several languages, we need to consider several important issues for our International SEO strategy:

Selecting domains that are useful in other languages, or of domains pertaining to different nationalities (for instance .es).

– Selecting keywords, which may or may not coincide with the translation of those used for our original website.

Translating the URL is crucial for SEO strategies.

– Adapting our services and the products on our website to the local uses of the sites where it is to be positioned. This is a kind of localization, for which a specific subdomain of your site is usually created, or taking advantage of an international domain such as those mentioned above.

– Translating the content of the website. For this it’s well worth doing a thorough job. Do you remember when sites were translated using Google Translator? There are still those who translate their website like this, so that it ends up looking like it’s been designed by a robot.

– Translating metadata and code labels. Bear in mind that your site is not only positioned as a result of the content that your visitor reads.


Procedures for translating a website

When you’re looking to translate a website, you have to take several elements into account:

1. Forget about translating things literally. This is what machine translation does, and the result is unprofessional, as well as being potentially harmful to your image. You’ll need a native professional translator to ensure that your content is understandable and natural-sounding for the speaker of the other language. In addition, you need to adapt the text to the way of searching used in the country you’re looking to position yourself in. It’s therefore important to perform an analysis of keywords and a semantic analysis, both from the perspective of the foreign user.

2. Now that the content has been translated for the human audience, it’s time to translate the metadata for search engines. You’ll need all the semantic tags in your code to point to the keywords that your translator has selected.


When to translate your website

If you’re reading these lines, you’re probably thinking about making the leap abroad. If that’s the case, go ahead! Translating your page on a whim can be expensive, but doing it for business reasons is an investment. And you already know that there is no profit without investment.

Obviously, the problem of positioning your site internationally is that you’ll need to invest in translation every time you set out to conquer another language. In addition, it’s highly likely that you need to invest in marketing campaigns, which also calls for an investment.

At blarlo we can help you with your translation and advise you about multilingual SEO positioning. Get in touch with us and we can advise you when it comes to translating both the visible and invisible parts of your website, and even about the texts of your international marketing campaigns.


This post is also available in: Español (Spanish) Français (French) Nederlands (Dutch)