The practice of optimizing websites for multiple languages to reach global audiences.
Why Multilingual SEO Matters
Multilingual SEO matters because it is a direct path to a new, global audience. In today’s digital landscape, a business that is not optimized for multiple languages is at a significant disadvantage. By providing a website in a user’s native language, you can:
- Increase Visibility: You can attract organic search traffic from a new, global audience.
- Improve User Experience: A website in a user’s native language provides a seamless experience, which can lead to a lower bounce rate and a higher conversion rate.
- Boost Authority: A website that is optimized for multiple languages is a clear signal that your business is a high-quality resource, which can lead to a higher ranking.
It’s a key part of your website’s overall SEO health.
Across Different CMS Platforms
The management of multilingual SEO is a technical and content strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their multilingual SEO by using a plugin like WPML or Polylang. These plugins can help you create a separate page for each language, a clear URL structure, and a a hreflang tag that tells search engines about the different language versions of a page.
Shopify
On Shopify, multilingual SEO is essential for an e-commerce store that serves a global audience. You can use an app that can help you create a separate page for each language, a clear URL structure, and a hreflang tag.
Wix
Wix has a streamlined, user-friendly system, and you can create a multilingual website by using the platform’s native tools. The platform’s simplicity encourages a clear and straightforward design, which is great for multilingual SEO.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated multilingual SEO strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your multilingual SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use multilingual SEO will depend on your industry and your goals.
E-commerce
E-commerce sites rely heavily on multilingual SEO. A site that sells running shoes, for example, can create a separate page for each language and a clear URL structure.
Local Businesses
Local businesses that serve a diverse community can use multilingual SEO to attract local customers. A plumber in Sialkot, for example, can create a separate page for each language.
SaaS Companies
SaaS companies can use multilingual SEO to attract a global customer base. A company that sells project management software can create a separate page for each language.
Blogs
Blogs that serve a global audience can use multilingual SEO to attract readers from different countries. A blog about cooking can create a separate page for each language.
Do’s and Don’ts of Multilingual SEO
Do’s
- Do use a clear URL structure. The best way to manage a multilingual website is to use a separate URL for each language.
- Do use a hreflang tag. A hreflang tag tells search engines about the different language versions of a page.
- Do use a tool to check for rendering issues. The URL Inspection tool in Google Search Console will show you how Google sees your pages.
Don’ts
- Don’t use a machine translation. A machine translation can lead to a poor user experience and a low quality score.
- Don’t use the same content for all languages. A website that is optimized for multiple languages should have unique content for each language.
- Don’t use a JavaScript redirect. This can confuse search engines and can lead to a loss of organic traffic.
Common Mistakes to Avoid
- Failing to use a hreflang tag: This is the most common mistake. It can lead to a lower indexation rate and a loss of organic traffic.
- Using a machine translation: A machine translation can lead to a poor user experience and a low quality score.
- Using the same content for all languages: This can confuse search engines and can lead to a lower ranking.
FAQs
What is the difference between multilingual SEO and international SEO?
Multilingual SEO is the practice of optimizing a website for multiple languages. International SEO is the practice of optimizing a website for different countries. A website can be multilingual but not international, or international but not multilingual.
What is a hreflang tag?
A hreflang tag is an HTML attribute that tells a search engine about the different language versions of a page. It is a key part of a multilingual SEO strategy.
Can I use a subfolder for a multilingual website?
Yes, you can use a subfolder for a multilingual website. For example, example.com/en for the English version and example.com/es for the Spanish version. This is the recommended practice by Google.
Does a multilingual website get a rankings boost?
No, a multilingual website does not get a rankings boost. However, it can significantly boost your click-through rate and brand visibility, which can indirectly lead to better rankings.
How can I test if my hreflang tags are working correctly?
You can use the International Targeting report in Google Search Console to check if your hreflang tags are working correctly. You can also use a third-party tool that can check for hreflang tags.
