The big fish in global search engines: Multilingual SEO copywriting strategies
Multilingual search engine optimisation (SEO) is not an option for websites. SEO is an
absolutely essential step which every website needs before going “live.” SEO optimization is even more
critical when you have websites in multiple languages. Multilingual websites can thrive or fail based on
how well they are optimised for SEO in their global, target-language markets. Although your translation
company may have mastered best practices for multilingual SEO, you will need a sound strategy for SEO
in your source as well as target languages. SEO is a key component in your overall global search engine
marketing strategy.
Billions websites that provide useful information and interesting experiences for online users to navigate. In the fairly recent past, many web- marketers spent a lot of money on “User Experience” and copywriting to drive users to their web pages but neglected to spend very much effort on search engine optimization. Successful multilingual SEO starts with good content in your source language.
Don’t search for the perfect SEO recipe
There is no perfect recipe for SEO analysis. It will always be a unique experience, based on the website,
the market, the brand, the competitors and the problems being worked on, as well as the technology
in question. Therefore, instead of thinking of every possible component that could be a factor for SEO,
think of the top factors that will have the greatest impact SEO for your website in all target as well as
source languages.
SEO rewards are worth the effort
Focusing on these top factors in SEO, over time you will achieve measureable success. Although you
will probably not reach your goals “over night,” effective SEO will have a demonstrable effect on your
website visits and revenues. This is multiplied by the number of target language websites you may have,
with which your translation company can provide assistance. With the world as your market, you want
to ensure that your website content is attracting all potential customers in the language they can best
understand.
An example of our procedure to provide you with the best SEO for European markets
SEO strategy for Italy consisting of 6 stages:
1. Target user analysis
Each project is unique. That is why we first discuss with every customer what is it they would like to
achieve. Do you want to attract more customers from Italy? Is it retailers you are looking for? Or new
Italian business contacts? What are the typical characteristics of your customers (age, profession etc.)?
Are there any websites you consider competitors?
2. Keywords analysis
Once we have identified the target audience of your website, we conduct a detailed keywords analysis
to determine the most frequent searches your potential customers are performing when they are
looking for products or services like the ones of your company. Remember, your website needs to be
present among those search results in order to attract relevant traffic. And the more relevant traffic you
get, the more sales you make.
3. Content translation and copywriting
If you don’t have an Italian version of your website yet, our certified translators and in-house
copywriters will be happy to create one for you. High-quality content is vital both to attract potential
customers to your site and to appear among search engine results. This is why we always write with
both, humans and robots, in mind. To create texts that are loved by search engines and appreciated by
your customers, like a good conversation. Fresh, stimulating and always unique.
4. Website optimisation
Once the copywriting phase is completed, our Italian SEO specialists get to the groundwork – optimising
your website’s code and structure. There are numerous variables that contribute to a SEO-friendly
website. Not only meta tags, titles and descriptions are important – your website’s performance, light
code and usability are only a few of the intricate blend of technical factors that need to be considered
when optimising your website for major search engines.
5. Off-site activities
People only believe what they hear from trustworthy sources. Search engines are built to think the same
way: They try to quote the most trustworthy, popular and hence important sources first, to provide
users with the most useful content for their specific search. But how do you make sure that Google &
Co. consider your website a trustworthy and hence quotable source? Most importantly: if your website
is quoted by other important sources. With a combination of article marketing, social media marketing,
online directories, blogging and news, we help you build and maintain a positive reputation online that
will help your website achieve highest search engine results.
6. Monthly website analysis
And last, but not least: the monthly check up. It is not enough to relax once all the work is done – to
make sure your website constantly appears high in rankings and achieves the goals you are looking
for, it is necessary to perform a monthly analysis and, more importantly, to know how to interpret the
results and act on them. New Frontier Digital pulls monthly reports on your website’s performance,
visitor numbers, their browsers, main referral sites, bounce rates etc. – to constantly increase your
website’s traffic and excel among search engine results in Italy.
