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