10 Easy Tips to Effective International and Multilingual SEO & SEM

  1. Use a multilingual Keyword approach.

    In most cases you should use your English keywords, their translations and research locally used keywords. A multilingual keyword approach will improve search engine performance and Page Ranking.

  2. Use Geo-tracking to target potential customers.

    Google provides high-quality geo-tracking tools to ensure that correct pages and languages are delivered in search activities. Make sure you identify a site structure infrastructure that meets your business objectives.

  3. Translate rich snippets, breadcrumbs and other search engine friendly content.

    Today what’s behind your website is just as important as the content your audience reads. Search engine performance is dependent on several search engine enablers. In addition to translating content that resides on your web pages make sure you translate all the text Google and other search engines will use to rank your site.

  4. Determine whether country or language sites are best.

    Do you need a Spain site or a Spanish language site? Are you speaking to all German speakers (Austria, Germany, Switzerland) or to German speakers in Germany only? Make sure you have a strategy that matches your sales processes, opportunities and goals.

  5. Make sure your site meets local legal requirements.

    Confirm that any offers and guarantees are legal in each country. Some countries have restrictive requirements regarding what you can say and even what words you can use. Have a corporate lawyer review all advertising claims and content.

  6. Maintain a balance between International content and local content.

    Today your website needs to communicate your brand globally and locally. An effective website strategy includes translating global content and writing local content in the local languages. The right combination of translated copy and locally produced copy creates more effective search engine content.

  7. Time PPC campaigns to industry events.

    AAPEX, FENATRAN and other industry events provide a forum for manufacturers to introduce their new products and interact directly with your clients. Improve attendance and interest in your Booth by driving traffic to it using a PPC campaign.

  8. Continually add and remove Keywords as industry events, technology and consumer patterns change.

    A static keyword approach will erode search performance over time. Keywords change frequently and performance patterns must be monitored and identified. Seasonal and industry driven keywords should be used before, during and after industry events.

  9. Identify and apply Best Practices across all languages

    The same techniques that result in best search performance are required in other countries and for other search engines. So make sure you translate keywords, title tags, meta descriptions, breadcrumbs and rich snippets. Identify local keywords for your industry and run local PPC campaigns in multiple languages.

  10. Follow Search Engine changes closely.

    Google and other search engines change algorithms and markup requirements frequently and watch for developments by the W3C, ICANN and other web bodies that help determine how the web works and how your sites should be programmed. Communicate regularly with your SEO and SEM service providers and budget for requirement changes.