Increase Visibility and Revenue with Multilingual Search Engine Optimization

welocalize March 1, 2018

Including multilingual search engine optimization (SEO) as part of your digital content marketing and localization strategy can make the difference between global success and failure. Get it right and revenue streams will rapidly open up in new markets. Get it wrong and you’ll lose visibility in wider, global markets and risk wasting precious marketing budget.

Andrea Barp is Translation Director at Adapt Worldwide, a Welocalize multilingual digital marketing agency.  He shares his insights and experience in driving digital marketing and SEO projects for multilingual markets:

What is fundamental to successful global digital marketing?

This is a highly competitive environment with over 1 billion websites live today and 300 new sites created every minute (internetlivestats.com).  Visibility is crucial for success, on a local, national and global scale.  Good content drives successful digital marketing. Any content marketing activities must be readable, accessible and easily found. This means you need to ensure content has been culturally adapted with an optimization strategy for a global audience.

In simple terms, enable your target local audiences to find your site, enjoy the user experience right through to full purchase, and watch international revenues grow. Digital marketing is all about engaging customers with relevant local content to provide knowledge, drive action and create brand loyalty.  In the digital world, the search landscape is one of the most important tools global marketers have.

Is it simply a case of cracking Google?

Google is still the most popular search engine in the world.  To reach new markets, you have to pay SEO attention to engines like Baidu, the biggest search engine in China.  In South Korean, be familiar with search engine Naver. To enter new markets, you must broaden your SEO strategy beyond Google.

What is involved in content search optimization?

Global SEO is all about visibility and getting your website content listed in that all-important first page of search results for your key phrases. There are innumerable factors that affect organic search and rankings. On-page SEO on the other hand is, and will always be, the cornerstone of the practice. As many companies are learning, this cannot be provided by translation of pre-existing sites alone. The culturalization element is a necessity. People might be searching for cheap hotels in Dublin, but do not assume they are searching for lētas viesnīcas in Riga (that’s “cheap hotels” in Latvian). To increase sales and revenue, your multilingual content and SEO must be at least as good as the source.

How do you scale SEO to reach multiple locales?

While there are many factors, some key ones to ensure your content and SEO materials are effective in multiple markets are:

  • Do keyword research
  • Look at meta titles and descriptions
  • Obtain good knowledge of all the search engines that are active in your target country
  • Build for on and off page optimization

When moving beyond English into other languages, digital marketing teams need to expand their knowledge of local markets, including appropriate tools to use.  Get familiar with and use a range of tools that are required to handle the processes involved in generating content into multiple languages.

Global SEO and website localization can be challenging. What are some of the technological and operational factors to take into consideration?

When you work with SEO specialists, digital marketing agencies and language service providers, adopt a holistic, programmatic view: consider team selection for project and quality management and plan for how technology and tools integrate into existing systems and workflows. It is important to connect the Content Management Systems (CMS) with the Translation Management System (TMS) to efficiently manage the translation flow of content. If content is automatically pushed from the CMS to the TMS (and back to the CMS when translated), this lends itself to reduced turnaround times (TATs), the freeing up of internal capacity and the elimination of manual, repetitive, error-prone copy and paste tasks.  As our client base relies on integrated digital campaigns, we have deep experience creating custom workflows to support CMS-TMS integrations.  The result is a streamlined end-to-end translation lifecycle to enable global digital marketing campaigns to drive customer engagement and ultimately, revenue.

Connect with Andrea Barp at andrea.barp@welocalize.com or email marketing@welocalize.com