Rise to the Top of Multilingual SEO
The world of search rankings is a slippery slope, where if you’re not standing at the top of the heap, you could be sliding down to the bottom. Here are 7 tips to help you rise to the top in international search engine optimization (SEO), including a look at content, cultural nuances, local keywords and more.
According to a Chitika study, if your website ranks first in Google’s organic search results, you will capture one-third of the online traffic for that search term. You are basically funneling people to your site. Come in at second, then the number of clicks you see falls to 18%. And after that, the responses just keep dwindling. Fortunately, there is a way to ensure you continue to rank high, no matter what country you operate in, and it’s all about search engine optimization (SEO).
In today’s world, SEO is a vital component of running a successful business. And establishing an international SEO process and strategy, optimizing your website to improve its search visibility for the desired international audience are critical to achieve success in an international setting. It’s no longer enough to simply run your website or keyword list through Google Translate. You need to understand how local users search, what distinguishes your target market culture and what messages users are most likely to respond to. That’s why most companies work with qualified in-country native linguists, global marketing strategists, and multilingual SEO specialists when taking their website global – because they want to get it right.
So what are the components of a successful global SEO strategy? We break down what matters:
Content. The quality of your content is the most important ranking signal for all search engine algorithms. While the definition of quality content may vary according to different search engines, not to mention those in different countries, the universal truth is that you should produce content that generates meaningful interactions with users. If you’re not producing good, locally relevant, and original content regularly, then all of the SEO practices in the world won’t help you in the long run. The key to build locally relevant web content with a positive user experience is to have native, in-country support.
Nuances. Even if you or a member of your marketing team learned another language in college, you are not likely to understand the cultural nuances the way a native in-country linguist can. This can very well make or break your campaign. Remember, details matter.
Local keywords. How does your competition target local audiences? What terms do local consumers use to describe your products or services? Should you evaluate your physical location when developing search terms? Take the time to research local search behavior so you can get the most out of your keyword optimization. Be sure to remember the content that is not visible on the page; image descriptions, page titles, link titles, file names and other data should also be localized and optimized.
Diversification. Do not rely on Google alone. Yes, Google is the most popular search engine worldwide, but it is not the only website of choice in every country. For users in China, Japan, Korea, and Russia, Google has relevant competition in terms of market share. If you operate in these countries and you’re not optimizing for Baidu, Yahoo Japan, Naver and Yandex, you are losing potential customers.
Relevance. Regularly review your SEO strategy to make sure you are following the best practices for each search engine and using the keywords that resonate most with your audience.
Connections. One of the biggest drivers of good multilingual SEO is high-quality local inbound links to your site. Take the time to figure out which online media outlets, blogs and thought leaders are relevant in your industry in each target country. Getting these sites to link back to yours will not only give you credibility with local consumers, it will also help drive your site to the top of the search rankings. Make sure that the text within the external links relates to your keyword strategy as well.
Technical strategy. SEO goes beyond optimizing the content on the page. The behind-the-scenes details also tell search engines what language your site uses and what country it is targeting. Global site maps with proper hreflang values, localized directories in URLs, proper use of locale codes (ie. EN-UK not EN-GB) and other technical strategies will help strengthen your SEO.
Well-executed multilingual SEO can mean the difference between a global business that thrives and one that merely survives. That’s why Venga is here to help you develop an international SEO strategy that will propel your business to the top, no matter what country you want to sell your products or services in. Whether you need to translate on-page content or optimize your keywords in multiple languages, we have the experience and expertise to make sure you get it right the first time.
Contact us today to learn more about how we can help you get to the top of search rankings for all of your multilingual websites.