What are multilingual SEO and multinational SEO?
As you well know, SEO is constantly evolving, and it's important to stay abreast of the evolution of web search engines and user needs to achieve the best rankings. This also includes understanding the different language usage patterns of the users we want to impact , taking into account the customs and culture of the countries in which we operate. These two concepts address all of this.
When we talk about multilingual SEO, we're referring to the strategy that involves optimizing content and websites in multiple languages . In other words, it seeks to maximize their visibility, with localization not being particularly important. What matters is reaching users who speak that language. Of course, a multilingual SEO strategy must take into account aspects such as tags, metadata, and keywords, adapted to the language in which the content is presented.
Multinational SEO , on the other hand, is specifically focused on geographic locations . That is, even if a user in the United Kingdom or one in Australia consumes content in English, there are customs, nuances, and even different expressions that are taken into account to impact one location or the other. The goal is to position the website in a specific region and reach potential customers there.
Main similarities between multilingual and multinational SEO
It's clear that, in both cases, generating content in languages other than the original page plays a key role. From this perspective, we find further similarities. Let's look at the main ones.
They focus on improving the user experience , not focusing on a literal translation of the page from the original language, but rather adapting it to the connotations of the language.
They demand an optimization of the metadata , adjusting it to the linguistic or regional varieties.
They use Hreflang tags , which are the attribute that indicates the language of the website and specifies to search engines the existence of different versions of the site in different languages.
They require a prior analysis of the market and search trends , whether of the linguistic community or the territory you are seeking to impact.
Main differences between multinational and multilingual SEO
While there are considerable similarities, there are jamaica phone number database notable differences that define each of the SEO strategies.
The multinational SEO approach focuses on the different markets you want to reach, while multilingual SEO focuses on language differences . This means that, in the former case, specific adaptations must be made for each location.
Multinational SEO aims to connect emotionally with the target audience, while multilingual SEO specifically seeks to improve visibility in a specific language.
Multilingual SEO has a more technical component , while multicultural SEO requires a deeper understanding of the culture and customs of the region to which the content is directed.
Typically, multilingual SEO focuses for Google and the major global search engines. In multicultural SEO, it's key to understand and adapt to the most widely used search engines in the target country or region.
Keywords can be very different in countries that speak the same language due to their own customs or tendencies. Multicultural SEO pays special attention to keyword research based on location .
Multilingual SEO marketing strategy
Multilingual SEO best practices and multinational SEO in a positioning strategy
It's clear that the two practices are compatible with each other, and that a comprehensive approach that encompasses both is the best way to achieve optimal results in an internationalization process. But to be able to integrate them into a strategy, it's important to understand the best practices of both. Let's examine them.
Keys to a multilingual SEO strategy
Having a website in multiple languages is an essential requirement for developing what's known as international SEO , which involves adapting the site's technical and content capabilities. The growth opportunities it offers to your business are extraordinary, but it's difficult to achieve your goals if your strategy neglects some essential multilingual SEO best practices.
Avoid machine translation . There are an increasing number of tools that automatically translate content. Not hiring a professional for this process can be a fatal mistake. Search engines penalize inaccurate content, and your target audience is suspicious of anything that isn't adapted to their linguistic peculiarities.
Avoid duplicate content . HREFlang tags and a clear URL structure are essential for this. Any technical action that helps search engines understand the different language versions will be beneficial for your rankings.
Keyword research in each language . Target keywords vary depending on the language in which the content is written. A literal translation of keywords from the website's original language is not a good idea.
SEO monitoring by language . It's important to be able to adjust your SEO strategy based on each language. Monitoring your entire site, including different languages, can provide misleading results. It's best to analyze the performance of each language version to better understand what's working and what's failing.
Keys to a multinational SEO strategy
Multinational SEO requires the participation of professionals who are well-versed in the target markets , ideally those who are or have been part of their society and understand cultural nuances that may go unnoticed. It's essential not to overlook the emotional component of each region and to perform optimization that combines technical and cultural aspects. These are some of the keys to improving SEO.