Targeting audiences outside of your own country and/or in different languages is a challenge – one that can be easily overcome, if you follow the right strategy and have the right tools to support it. International SEO and multilingual SEO are the keys to this… but they’re not the same, and it’s important to know the difference.
Multilingual SEO Versus International SEO
Their names might lead you to think that international SEO and multilingual SEO are the same thing, but that’s actually not the case. While they do share similarities, and they both fall under the SEM umbrella, you may not need to focus on both – so let’s dive in.
What is Multilingual SEO?
Multilingual SEO refers to the process of optimizing your website content in multiple languages, which is important for businesses based in a multilingual country (of which there are many), as well as global businesses. For example, in Belgium, where there are three national languages spoken, optimizing content in French, German and Dutch would most likely be crucial.
In order to reach the audience who speaks your target languages, marketers should use transcreation to increase your chances of ranking for a specific keyword or offering. Transcreation is the process in which content is created in your target language specifically for your desired audience, as opposed to translating existing content.
By defining your target markets, identifying relevant keywords, and ensuring proper translation and localization of your content, you’ll be well on your way to nailing your multilingual SEO. And if you don’t have all the expertise in-house, finding the right global content partner is a good idea. They will have the local knowledge combined with linguistic and digital marketing expertise to help bridge the gap between translated content and contextually accurate translated content.