Multilingual and Locational SEO: Your Tour Guide for Global Markets

Welcome to the global marketplace, sunshine – where every business is just one click away from being seen by millions of potential customers. It’s exciting, right? 

However… if you’re still speaking only one language and relying on the same old keywords, your business will come across as a naive “tourist” instead of a savvy “local”. 

Enter multilingual and locational SEO – your cultural tour guide when it comes to expanding your reach across the globe. This will ensure you’re speaking the language of the locals and showing up where it matters most. Spoiler alert: It’s a lot more than just changing the language on your website. 

What is Multilingual SEO?

Let’s kick things off with a basic question: What happens when you try to use Google Translate to get your website into a new language? 

You end up with content that sounds like it was written by a robot who’s had one too many cups of coffee. “I am purchasing shoes, very fashionable yes!” Sure, it might technically work, but it’s not exactly the smooth, natural conversation you want to have with your customers.

Say hello to multilingual SEO. It’s not just about translating your content into different languages – it’s about speaking to your customers in a way that makes sense to them. It’s like how you wouldn’t talk to a Parisian the same way you’d talk to a Texan (unless, of course, you’re trying to get yourself a one-way ticket out of both places). Plus, potential customers might think you’re not even trying. And we all know how much people appreciate a little effort.

Instead of a clunky, Google Translate-esque copy, multilingual SEO makes sure your website is optimised to rank in search engines across different languages. And here’s the kicker: You don’t just translate words – you localise content to fit the culture, preferences, and search habits of each market.

Multilingual SEO doesn’t just translate; it localises – adapting your content to match the cultural nuances of your audience. From currency symbols to measurement units, time zones to colloquial terms, it’s about understanding that SEO isn’t a one-size-fits-all matter. 

So, no, Google Translate isn’t going to cut it unless you want to look like the website equivalent of a tourist trying to give people directions in a foreign city. 

What is Locational SEO?

Now that we’ve tackled language, let’s talk about location. Locational SEO is all about tailoring your online presence to the physical geography of your target market. It’s not just about getting global traffic – it’s about being found by people in the right locations. Think of it as SEO with a GPS.

When people search for products or services online, they often want results that are close to home. Whether it’s “best sushi in Seapoint” or “plumbers near me,” local SEO ensures you show up when people search for things in their geographic area. For international businesses, locational SEO can mean optimising for specific cities, regions, or even countries – and sometimes, you’ll need to optimise for different languages, too.

For example, if you’re targeting customers in Munich, you’ll want your website in German and optimised for local search terms. If you’re expanding into Japan, the same principle applies: you’ll need to optimise your site for Japanese language and culture, along with local search terms specific to that region. This is where the beauty of multilingual and locational SEO working together shines.

Why Both Matter for Global Growth

So, what happens when you combine multilingual SEO with locational SEO? 

Well, that is where the magic really happens. By using both strategies, you increase your chances of ranking highly on search engines while also ensuring you’re seen by the right audience in the right place.

Here’s how it works:

• Multilingual SEO makes sure your content is accessible in different languages and optimised for search engines in those languages.
• Locational SEO ensures that your website is showing up in relevant searches for users in specific geographical locations.

Imagine you’re a UK-based clothing retailer looking to expand into Germany. You’ll need to ensure your website appears in German search results when people search for “modische Bekleidung” (fashionable clothing). But, if you really want to zero in on customers in Berlin, you’ll need to optimise for terms that relate to the latest trends and interests in that region. It’s all about local search intent — the combination of language and location targeting.

How to Get Started with Multilingual and Locational SEO

Ready to start expanding your global reach? Here’s where you begin:

1. Start Local, Think Global

Before you go full-speed ahead into global markets, make sure you’re fully optimising your local SEO. This means targeting local keywords, creating location-specific content, and ensuring your Google My Business (GMB) profile is fully optimised. Once you have a solid local foundation, it’s much easier to expand outward.

2. Don’t Just Translate – Localise

This is a big one. Sure, you can translate your website into multiple languages, but localisation takes it a step further by adjusting content to the specific cultural context of each region. This includes using local phrases, understanding the regional tone, and incorporating cultural references. Remember: dialects, jargon, slang and nichés give language character, nuance, and identity. No single language is homogenous or spoken the same by all its speakers. 

And don’t forget about the technical side of things: multilingual websites need to be set up with “hreflang” tags to ensure search engines know which version of the page to serve based on the user’s language and location.

3. Optimise for Mobile

In many global markets, mobile is the primary means of browsing the internet. This means your multilingual and locational SEO efforts need to be mobile-friendly. Fast-loading mobile pages that are optimised for different languages and locations are essential if you want to engage users and convert them into customers.

4. Use Local Search Tools

When investing in international SEO, make sure to use search engines that are specific to each region. For example, in China, Baidu is the dominant search engine, not Google. Optimising for these regional engines is just as important as targeting global search engines.

Common Pitfalls to Avoid

Like any SEO strategy, multilingual and locational SEO come with their own set of challenges. Here are a few pitfalls to avoid:

• Automated translations: While they can be a starting point, automated translations don’t cut it when it comes to SEO. Hire a professional translator or use native speakers to ensure the content resonates. (Your AI alarm bells should also be ringing right about now).
• Ignoring local competition: Just because you’ve optimised for a specific region doesn’t mean you’re the only one doing it. Always keep an eye on local competitors and adjust your strategy accordingly.
• Overlooking cultural differences: Be mindful of the cultural differences in your target markets. What works in one country may not work in another – so make sure your SEO strategy aligns with local customs and behaviours. Greater sensitivity, research and tact may be required. 

Conclusion: Go Global and Go Local

Get your digital passport ready, because expanding your business globally is no longer a far-off dream. With multilingual and locational SEO, you can take practical steps to reach international customers while staying deeply connected to local markets. It’s not just about being found – it’s about being found by the right people, in the right place while speaking the right language.

So, go ahead – start speaking the language of your customers, no matter where they are. And remember, when SEO is done right, you will be welcomed anywhere in the world with open arms.

Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI, and creative production. For more information visit www.flume.co.za or email us  to say, well, “hello”.