International campaigns : multilingual site referencing

Digital marketing is a powerful tool to expand your market to the four corners of the world. To succeed in this challenge, it is not enough to quickly translate your website.

Your international ambitions must be translated into an SEO strategy that is relevant and adapted to the targeted geographic market. Each country has its own cultural codes, linguistic subtleties and favorite search engines. The SEO of an international site requires specific knowledge and skills to adapt to the particularities of each targeted territory. The support of an international SEO agency, such as Ad's up Consulting, will be decisive to ensure the success of your business abroad.

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What is good international SEO?

Effective international SEO requires a country SEO strategy in order to get qualified traffic to your site. Two types of sites are usually developed:

Multilingual : the same site is available in several languages, without necessarily targeting a specific geographical territory.
Multi-regional : the content of the site adapts to the country in which it is consulted. It may or may not be accessible in several languages.

The most effective solution to improve your international SEO is to develop a multilingual and multi-regional site at the same time. Each region has its particularities, its culture, its consumption habits or even its UX requirements. Like what:

Arabic countries have a different reading sense from the Latin meaning and some Asian languages read vertically.
Depending on the geographical area, some statements could be interpreted differently, or even shock the population. The translation must be adapted to each country.
In Germany, scrolling is rarely used: Germans are used to having all the key information on a single screen.
Multilingual SEO involves particular problems: the Google algorithm behaves differently depending on the language of the site. For example, he might not understand German. This language is grammatically complex and therefore less easy to analyze by technology.

Our proposal for SEO strategy : adaptable for the international

An international SEO strategy is based on three essential pillars:

a site optimized to meet consumers' browsing preferences;
content adapted to the local audience, capable of generating qualified traffic;
work on the company's reputation, via the implementation of a local netlinking strategy.

Impeccable technical optimization

To succeed in your SEO strategy abroad, the first step is to optimize your website on a technical level. Our experts define the URL structure of your multilingual WordPress site. Each link redirects to the relevant pages according to the country and language of the user. Several solutions can be used:

CcTLDs (country code Top-Level Domain) allow you to add extensions to the domain name: "votre-site.fr" for France, "votre-site.ch" for Switzerland...
Subdomains are often used, in multilingual SEO, to display the relevant page based on the user's language. For example "fr.votre-site.com", "ch.votre-site.com", etc.
Subdirectories: the different contents are listed at the root of the site and are displayed according to the language chosen by the user. URLs are "votre-site.com/fr" or "votre-site.com/ch".

Our Ad's up experts also include language attributes in the html tags ("lang"). This indicates to search engines the languages used and therefore improves referencing. For example, French content will be presented as follows: <html lang="fr">your content</html>.

In an overall SEO strategy, other elements must be taken into account for effective website optimization. For example, the giant Google, essential in France, does not have the same success everywhere. In China, other search engines are used, such as Baidu, Qihoo360 or Sogou. If you are targeting the Chinese market, your site will have to be adapted to their algorithms and not to that of Google.

Optimized multilingual content

Literal or automatic translations are to be avoided. Easier and more economical to produce, these solutions represent an obvious choice for many companies. Yet they lead to failure. Poor translation hinders the comprehension of the text, leads to errors in orders and negatively impacts the image of the company. Translations require special care. They must also take into account the culture of the target country and the profile of the target consumers.

Depending on the geographical area, the arguments capable of converting a customer change radically. Here are several examples:

the English are very interested in free shipping;
Germans first look for a wide selection of items;
in the Benelux, sites overloaded and playing on the overbidding of offers have bad press...

A local netlinking strategy

Netlinking is very effective in improving the notoriety of a site and increasing its SEO. Google, for example, believes that the more a site is relayed by others, the more interesting its content should be for Internet users. It will therefore increase its positioning in search results, with more traffic at stake. It is a virtuous circle: the more people talk about you, the more you are put forward.

Getting quality links from sites with a strong local reputation is essential. This is the key to increasing the visibility of the site in each country where the company wants to establish its market. Local netlinking, however, implies a good cultural knowledge. For example, aiming for a link on the official website of the daily El País will be an exceptional asset to improve your visibility in Spain. Conversely, the presence of this link will make no sense if you are targeting the Russian or Chinese market. It will not bring you any qualified traffic, it is a waste of time and money. A netlinking agency expert in international SEO is an undeniable asset to avoid this type of mistake. Thanks to our knowledge of the local market, we select the most relevant sites to achieve your goals.

Ads'up supports you in the development and deployment of your international SEO strategy. Our experts set up an action plan according to your objectives and the target market. We optimize your website and adapt your content according to the targeted region. We work your SEO on several countries at once, through a multilingual site and an international offer. Your positioning improves on search engines. Your visibility increases, you gain popularity and you multiply your internet traffic.