With E-commerce sales are expected to increase year after year and search becoming a go to platform to know more about products in the current economic climate, many companies are considering leveraging the power of SEO across geographies.
However, a global website which is only in the preferred language of the company will not be the best experience if the business has potential customers across the world. This is why, localization of website has become necessary.
The process of localizing and optimizing your website for users all over the world requires careful thought before launching your SEO strategy that needs to be glocal- a mix of global and local. Since you are starting off with that thought, here are the 5 most common SEO mistakes to avoid if you are going for a multilingual website.
- Using the wrong keywords
The words that someone in your local category might use to find a particular product may not be a literal translation of the words or phrases that consumers in other countries use. Even if it is the main thing and that has been wronged, it is best to recheck what the catchphrase or keyword means in that particular country. Remember those keywords and remember the new target search in terms of keywords use subsequent search volume and competition for that term. This will go a long way.
- Ignoring local language nuances and lack of cultural understanding
Many people use translation tools to translate content or keywords, but these tools are useless. Even non-native translators sometimes fail to translate the phrases needed to understand certain terminologies in a particular language.
Allow us to illustrate this point. Just as an example try understanding the subtle differences between regions that speak the same language, for e.g. the difference between German-speaking German and Austrian-speaking German. There is a big difference in the meaning behind the German spoken by Germans and those by Austrians
Content writers for SEO should prepare content to attract more visitors by ensuring that certain phrases and language expressions about the local language are well-known, with its nuances. Understanding these nuances are important for you because it shows you know your customer really well.
Also remember – your international visitors also look at images and style – it’s as important as words. What is culturally acceptable in one country may not always be acceptable for audiences in another country.
- Ignoring a sense of local SEO
Understand that a local marketing strategy for building external links depends on understanding how people use the internet and social media in target communities. People want to search for information that can be accessed instantly and hence Google allows you to place your shop or retail store on the Google Map with a location finder. Take this to your advantage and ensure that you have an upper hand when a consumer is searching for a shop or store around them. You can be near them and present information in their language too with a landing page option.
For example, in Korea, a static landing page of the store is an important part of a strong web presence. Small changes in internet usage determine the strategy you use offsite.
- Ignoring Non-Google Search Engines
In some regions, it can be easy to ignore popular search engines. Depending on the countries you want to target, Google may not be the dominant search engine. Yandex from Russia, Baidu from China, and Naver (or Daum) from South Korea are the major search engines you need to know when planning your SEO. Each search engine has its own publishing policy and focuses on content, links, social sharing, and more. It is important to consult a professional if you don’t know the best way.
- Being unfamiliar with geo-targeting and website design
Businesses often think that custom domains are the only best option. However, if possible, the registration process on the site is related to the process. Many world-renowned brands, such as Apple, use .com top-level domains (TLDs) with their international market registrations or domain names. However, the .co.uk site should consider registering a local TLD to provide local customers with some level of local security and knowledge. Usage of gTLDs makes a huge difference and gives your business a more localized flavour, winning the hearts of the consumers.
Conclusion
Here is hoping you have understood the 5 most common SO mistakes to avoid on multilingual websites. If you are looking at playing to your advantage in a different country you can also consul managed SEO providers that can help you set up what you want to with respect to your SEO goals.
In case you have any questions, please share them in the comments section below.
Write A Comment