Story Based Question
You’re managing the digital marketing for a global company that has recently expanded into new international markets. Your website now caters to audiences in multiple languages—English, Spanish, French, and German. While traffic is growing, you’ve noticed that some of the pages are not performing as well in certain regions. You’re now wondering: How can you improve content for multilingual websites to ensure the same level of engagement and search engine visibility across all languages?
Exact Answer
To improve content for multilingual websites, ensure each language version is optimized for its specific audience. This includes conducting keyword research for each language, translating content accurately, adjusting for cultural nuances, and using proper hreflang tags. It’s also important to create region-specific content that resonates with the local audience, while maintaining SEO best practices across all versions.
Explanation
Improving content for multilingual websites requires more than just translating text. To ensure your website performs well across different regions and languages, there are several strategies you should follow. Here’s a deeper dive into the best practices for multilingual content optimization:
1. Conduct Language-Specific Keyword Research
Each language has its own set of commonly searched terms. You can’t assume that the keywords that perform well in English will translate directly to other languages. Conduct keyword research for each target language, using tools like Google Keyword Planner, Ahrefs, or SEMrush, and consider cultural differences in how people search. For example, in Spanish, “tienda online” (online store) might be more popular in certain countries than “comprar en línea” (buy online).
- Example: If you’re expanding into Spain, research keywords like “comprar zapatos online” (buy shoes online) rather than assuming that “buy shoes online” will perform just as well in Spanish. This helps ensure that the content ranks for region-specific terms.
2. Accurate Translation and Transcreation
Translation alone isn’t enough; it’s important to ensure that the content is culturally relevant and makes sense to the local audience. This is called transcreation—adapting the message to fit the cultural context. If your content uses idioms or culturally specific references, you may need to modify them for the target audience.
- Example: A marketing campaign for a “Black Friday Sale” in the US may not be as effective in countries like Germany, where they don’t traditionally celebrate Black Friday. In this case, the message might need to be adapted to a different sales event popular in that region.
3. Use Proper Hreflang Tags
Hreflang tags help search engines understand which language version of your content should be served to which audience. For example, the English version of your website should not be shown to users who are searching in Spanish. Hreflang tags help Google display the right version of your page in search results, improving user experience and SEO.
- Example: If you have an English version of your page and a Spanish version, you’d implement hreflang tags like:
<link rel=”alternate” hreflang=”en” href=”https://www.example.com/” />
<link rel=”alternate” hreflang=”es” href=”https://www.example.com/es/” />
This ensures that Spanish-speaking users see the Spanish version of your page, improving both SEO and user experience.
4. Tailor Content for Local Audiences
Even if the content is translated correctly, it may still not resonate with the local audience if it’s not tailored to local interests or needs. Each region might have different preferences, so adjust your content accordingly. For example, product descriptions, pricing, and promotions should reflect local trends, units of measurement, and currencies.
- Example: If you’re selling electronics and expanding into Germany, it’s important to mention the local warranty laws, which are often stricter than in other regions. Tailor the content to reflect this detail, which would resonate with German consumers.
5. Ensure Proper Technical SEO for Each Version
Technical SEO for multilingual websites is crucial for ensuring all versions of your site are accessible and indexable. This includes having separate URLs for each language version (using subdomains, subdirectories, or ccTLDs), optimizing page speed, and ensuring each page is mobile-friendly.
- Example: A French version of your website should be hosted at “fr.example.com” or “example.com/fr,” and the content should be fully optimized for speed, ensuring that users from France have a seamless experience when browsing your site.
6. Monitor Performance Across Languages
Track the performance of each language version using tools like Google Analytics and Search Console. Monitor metrics like organic traffic, bounce rates, and conversion rates for each region and language. This will help you identify any content gaps or areas that need improvement.
- Example: If your Spanish website has a high bounce rate, it could indicate that users aren’t finding what they need. Maybe the content isn’t as engaging or relevant to the Spanish-speaking audience, so you may need to make further adjustments to better suit their needs.
Example
Let’s say your company, a global e-commerce brand, just launched a Spanish version of your website. The English version is performing well, but the Spanish version isn’t attracting as many visitors, and conversions are low. Here’s how you would improve the content:
- Conduct Keyword Research: You conduct keyword research in Spanish and find that “comprar productos electrónicos online” (buy electronics online) is a popular search term, but your content is targeting “comprar productos tecnológicos en línea” (buy technological products online). You update the Spanish page to include the more relevant keyword.
- Translation and Transcreation: You realize that your original English ad campaign had a phrase like “Best deals for the holiday season.” But in Spain, “Black Friday” is more popular than other sales events. You update the message to promote “Black Friday ofertas” (Black Friday deals) to match local shopping behaviors.
- Implement Hreflang Tags: You correctly add hreflang tags to your site, ensuring that Spanish-speaking users see the Spanish version of the page. This helps your content rank in local search results, ensuring it appears to the right audience.
- Localized Content: You adapt your product descriptions to include warranty information specific to Spanish regulations and prices in Euros, helping to align the content with local shopping habits.
- Technical SEO: You ensure that the Spanish version of the website loads quickly and is mobile-friendly, as mobile is a primary browsing device for users in Spain.
By following these steps, you start to see more Spanish-speaking users engaging with your content and making purchases, thanks to the content being tailored to their needs and optimized for their language.
Improving content for multilingual websites is about more than just translation—it’s about cultural adaptation, keyword localization, and technical optimization. By conducting language-specific keyword research, using hreflang tags correctly, and tailoring content to local tastes and trends, you can ensure that your website performs well across all languages and regions.