To make your translated website work for SEO, it’s not enough to simply use a translation tool like Google Translate and upload the content. When we talk about SEO-friendly translation, we mean adapting your content so it’s accessible and engaging for both the readers and search engine crawlers—so it ranks well in search engine results pages (SERPs) of your target countries. But how exactly do you do this? The answer is localisation. Localisation goes beyond language translation and includes adapting content to fit cultural preferences—using language, symbols, and references familiar to readers in specific regions. A one-size-fits-all SEO strategy won’t work for an audience so diverse!
Now that we’ve got the basics covered, let’s dive into the key steps for creating an SEO-friendly multilingual website.
You’ve likely done solid keyword research for your original English site, targeting popular terms your audience uses. But when translating those keywords into other languages, they may not match the search queries local audiences are actually using. Keyword research is highly language-specific, and search intent can vary greatly from region to region. Start by researching keywords in each target language, and ideally, each country you want to target. Use tools like Google Keyword Planner, Ahrefs, or even local tools that offer region-specific search volume and keyword ideas.
After finding your localised keywords, the next step is crucial: don’t translate them literally. It might be tempting to use the same words across different languages, but people often search for different phrases or terms. This is where localisation comes into play—capturing the essence of the keyword in a way that resonates with native language speakers. Sometimes this means adapting a term, while other times it might mean using a completely different phrase. Always keep in mind multilingual SEO best practices when translating keywords.
It’s not enough to just translate the text—multilingual websites require more. You need to adapt the content in a way that makes sense culturally. Change visuals, references, idioms, and even humour to fit the cultural context of your target audience. For example, if your English content references a popular local event or figure, swap it for something relevant to the new audience. Additionally, adjust units of measurement, currencies, and date formats to match local preferences. These small changes help make your content feel natural and engaging.
When it comes to SEO, search engines appreciate clear, concise URLs that tell them what a page is about. Make sure your translated pages follow this rule. Use translated keywords in the URL structure while keeping it short and simple. Avoid word-for-word translation and aim for URLs that feel natural in each language. Don’t skip optimising titles and meta descriptions. These elements are often the first thing potential visitors see on Google search results, so they should be compelling and contain your targeted keywords for the local audience.
Duplicate content can be a serious problem in multilingual SEO. If Google detects two pages that are too similar, it might skip one in the search results or penalise you for it. So, when translating, ensure that each page offers unique content. You can also use canonical tags to point search engines to the main version of the content. This keeps things organised and helps prevent any confusion.
While content and keywords are vital, technical SEO is just as important for multilingual websites. One factor to consider is server location. Hosting your site on a server in your target country can improve load speeds, which in turn can boost your search engine rankings. Additionally, structured data helps search engines understand the content of each page, particularly when dealing with multiple languages. Implementing hreflang tags is crucial to signal which language and region a page is intended for. Also, create separate XML sitemaps for each language version and submit them in Google Search Console. This will help search engines crawl and index your translated content more efficiently.
Once your SEO-friendly multilingual site is live, don’t stop there! Monitoring performance is key to understanding what’s working and where you need to make improvements. Track metrics such as bounce rate, session duration, and pages per session for each language version. This will show you how engaged users are with your translated content and whether changes are needed. Utilise tools like Google Analytics and Google Search Console to monitor search engine users and search queries across different regions. These tools also help spot SEO issues, like hreflang errors or indexation problems.
As you proceed with translating your website, watch out for these common mistakes:
Creating an SEO-friendly, translated website that appeals to global audiences might feel overwhelming, but it’s worth the investment. When you focus on making your translated content both accessible and relevant for each target market, you’re not just expanding your website—you’re connecting with a whole new global audience.
At The Roadmap, we can help you with a tailored multilingual SEO strategy that’s designed to grow your organic traffic and boost your presence in local search engines. Get in touch with us today to find out how we can assist with your SEO translation needs. Plus, take advantage of our free digital checkup to see how we can help improve your SEO performance!
While translating your website, avoid relying solely on tools like Google Translate, as they might miss cultural nuances and proper keyword optimisation. Common mistakes include:
