The Challenges Of Multilingual SEO
Gary Muddyman - Conversis Andrew Bruce Smith - Escherman
“It's the little differences. A lotta the same s**t we got here, they got there, but there they're a little different.”
Agenda
• Where do we usually start? • Where should we start? • Implications for content adaption • Summary
Where do we usually start?
Where do we usually start?
• Sub-domain/folders/country level domains • Hreflang implementation • Assume it’s all about Google • Translate + launch + hope
The same but different everywhere….
Where should we start? Audience analysis is vital! Understand the audience flight path Segment by market/language/geo What role does search play? Is SEO the right thing to do?
The basics
The basics • Keyword research
– Google Market Finder is good place to start (but don’t rely on it)
• Test searches in country (or by proxies) • Never simply translate keywords • English often most searched for variant
even in non-English speaking countries
Top language searches by city: 2015
• Berlin German 96.5%
• Madrid Spanish 93.8%
• Paris French 95.6%
• London English 97.2%
• Sao Paulo Portuguese 97.6%
• Toronto English 97.1%
• New York English 98.4%
Source: Google Trends
Top language searches by city: 2015
• Berlin German 96.5% English 2.2%
• Madrid Spanish 93.8% English 2.5%
• Paris French 95.6% English 2.4%
• London English 97.2% French 0.6%
• Sao Paulo Portuguese 97.6% English 1.6%
• Toronto English 97.1% French 1.7%
• New York English 98.4% Japanese 0.3%
Source: Google Trends
The basics Competitive search research (fight the
battles you have a chance of winning)
Backlinks count (local links vital)
Things to consider • Lack of localisation is single biggest
reason for failure of international SEO (even when technical implementation is flawless)
• Great content adaption + tech implementation is vital
• Need to co-ordinate in-country managers + web devs + search marketing
Implications for content adaption
• Content isn’t just about words - fonts, images, etc all have impact on market and culture
Localisation and Transcreation
• Ensure all graphics and copy are as persuasive and attractive to the audiences in your target countries as they are in your domestic market
Understanding buyer behaviour
• Don’t assume that one category of buyers in one locale act the same as buyers in another locale
• Dangerous to fall into trap of believing stereotypes
• Consult native speakers and residents with local expertise early in the process
Understanding buyer behaviour
• Just because a product works in one locale, it doesn’t necessarily follow that it will work in another.
• Ensure you understand local preferences and tastes.
Before you even start …
• Build your English website with localisation in mind
• Avoid: ‘Local’ humour Colloquialisms Concepts Slang Images with text Acronyms
User journey
• Providing foreign language pages creates an expectation
• A local language site that leads to a non-localised e-commerce page rather ruins the aim!
• Consider local language support/help lines
Summary
• Not for the faint hearted! • Needs proper investment in resources • Proper planning and research pays
dividends • Content adaption and SEO need to work
hand in hand