Multilingual SEO (Search Engine Optimisation)
93% of all online experiences begin with a search engine
Multilingual SEO (Search Engine Optimisation) is a necessity for companies who are expanding into new markets, where their audience speaks a different language. This process ensures your content is still relevant, in multiple languages and across multiple locations, so that it continues to work for you.
Part of our multilingual SEO approach at Poly Digital is to ensure that your website can be found through multiple search engines, no matter which one your target audience prefers. This includes all the major search engines, such as Google, Yahoo, Bing, Yandex, Baidu, Ask.com, AOL.com, Wolframalpha, and DuckDuckGo, which can send targeted traffic to your website organically, and therefore without the need for paid advertising.
The Benefits of Multilingual Search Engine Optimisation
Free and relevant traffic to your website from any country
Ease of capture of potential clients’ details
Affordable for any business size
Access to analytics in real time
Lower visitor bounce rates
Higher conversion rates
Easy to measure ROI (return on investment)
Easy to track where new clients come from
Multilingual Search Engine Optimisation Process
Multilingual search engine optimised content requires much more than just a translation. The process begins with our standard SEO approach
SEO content & on-page SEO
Off-page SEO and analytics
Multilingual Competitor Analysis
Identifying multilingual competitors
We use the latest SEO tools to identify your organic competitors: across different languages, within multilingual search results, and according to ranking. This allows us to easily compare positions and rankings in your chosen language.
Multilingual on-page analysis
Knowing who your main competitors are, we conduct on-page SEO analyses including information about keywords and meta descriptions. The keywords your competitors are using on their paid adverts and landing pages can be a valuable resource in planning your own multilingual campaign. Remember that your competitors’ translations might not be 100% accurate, so always check these keywords or phrases with a native speaker prior to launch.
Backlinks and PR analysis
We use the latest tools to identify your competitors’ backlinks in different countries and various search engines. In-depth backlink analysis across your top competitors gives you valuable information, including:
- Which websites are the most likely to give backlinks
- The types of content attracting the most backlinks
- Your competitor’s complete backlink profile, and
- Why they are ranking for different search terms
Ranking of competitors
We measure and analyze where your competitors rank against you in each country, language and search engine you are targeting.
Competitors’ traffic analysis
Competitors’ traffic analysis is crucial when it comes to creating a successful multilingual digital marketing strategy. We will analyze each competitor’s monthly traffic, bounce rate, average time spent on site, and sources of website traffic.
Using all the above data, we benchmark your competitors to get a clear overall picture, and prepare to develop your personalized multilingual SEO strategy.
Multilingual SEO Audit
When your website isn’t ranking where you want it to, we use the latest technologies to identify technical on-page SEO issues that negatively affect your ranking, and correct them for you. These issues might include duplicate content, missing meta tags, duplicate titles, broken images, non-standard sitemaps and server errors.
Multilingual Keyword Research
Multilingual keyword research is a process of finding a profitable niche and related markets, ranking well in search engines for specific topics, driving relevant traffic to your website and promoting your products or services. Do not be tempted to simply translate your original keywords! Without utilising a native speaker who understands the subtle nuances of the language, you can’t be certain that your keywords are still relevant to your new audience, or that they even make sense. Poly Digital Marketing will have a native speaker conduct multilingual keyword research to ensure you’re using the best keywords for your target language.
Multilingual SEO Strategy
A multilingual keyword strategy is the most essential component in developing a winning search engine marketing campaign. To this end, Poly Digital Marketing selects industry-relevant and high-performing keywords that are guaranteed to drive relevant traffic to your website and get your business ranking where it belongs. Our multilingual SEO specialists are experts in creating strategies specifically tailored to the different countries and languages you are targeting.
Multilingual SEO Content Writing
Quality content created by native language speaking copywriters is by far the most important aspect of multilingual SEO. Search engines are designed to seek out important words and phrases at particular places in a web page or blog post, and only a native speaker will be able to create SEO-friendly content that can also please your readers and add to your long-term content strategy.
Multilingual on-page SEO
Heading tags and alt tags
Heading tags and alt tags can influence ranking in search engines, and therefore need to be optimised correctly.
Multilingual meta descriptions
Meta descriptions are crucial for on-page SEO. Search engines display a portion of a website’s meta description in their search results when it contains the keyword or phrase the user was looking for and is crucial in whether that user decides to click on that result or not. As such, optimising meta descriptions in the language your audience speaks is vital.
Search engines don’t only look at the text which is displayed on a page when deciding how relevant the content is to their user, but also use the file names of images as a reference. Creating descriptive, keyword-rich file names in the language your audience speaks is crucial for image optimisation.
There are certain best practices to follow to when choosing the best URL for a page, and when your website has been produced in multiple languages, this is another aspect which requires expert consideration.
Schema mark-up is a code or semantic vocabulary that you can place on your website to help search engines return more informative results for users. Schema mark-up is recognised and maintained by major engines such as Google, Bing, Yahoo, and Yandex.
Multilingual off-page SEO
Submission to major multilingual search engine directories – In order for your website to be found in the search engines of the countries you are targeting, you need to submit all the pages of your website to the right search engine directories. Keep in mind that Google is not the most popular search engine in all countries! This is especially true in Asian countries, where Yandex and Baidu are actually the most popular. In order to cover all the possibilities, we submit your website pages to the following search engines directories: Google, Bing, Yandex, Baidu, Yahoo, Ask.com, AOL.com, Wolframalpha and DuckDuckGo.
Monthly Ranking Reports
Monitoring the performance of your SEO strategies is crucial so that adjustments and corrections can be made swiftly. Poly Digital Marketing utilises regular reports with the ranking of all your keywords so that we can analyse which keywords are most efficient. We provide monthly ranking reports in different languages and from all relevant search engines.
Monthly Analytics Reports
We like to measure and show the results of our hard work! We use professional analytical tools to provide all our clients with in-depth monthly (or ad hoc) reporting. These reports are fully customisable, and we craft each reporting system to suit the individual needs of each client. We report on information such as traffic sources (paid traffic, organic traffic, and referral traffic), device usability, geographic location and other demographics, conversion rate, bounce rate and more.
Multilingual SEO can be a complex and lengthy process, but it also comes with immense long-term rewards. While paid advertising can certainly generate gains in the short term, having a properly translated and optimised website that becomes a source of organic traffic (and a valuable resource to your audience) will be performing for years to come! If you want your website to be found in any language and via any search engine, then get in touch with us today.