SEO Localization: Best Practices of Optimizing Your Multilingual Content for Better Visibility

Languages differ, cultures are not monolith. This has a direct effect on the way we do marketing in this globalized world. Imagine this: a popular US coffee chain tries to expand into Italy. They translate their website into Italian, but the search engine rankings don’t budge, and local customers just aren’t biting. Why? The company overlooked a very crucial part of their website localization: SEO optimization.

To avoid making the same missteps, your company should be ready to tackle the search engine challenge head on. We are making this journey easier for you by presenting an informative guide on how to master the art of local SEO and winning over your target market. Read on to find out more.

What Is SEO Localization?

It is not enough to just complete your translation and localization efforts into a local language and call it a day. Well, not if you are expecting high results, anyway. An effective SEO localization is what will set you apart. It is a process of optimizing your website for different languages and regions so it can rank higher in search engine results and drive much more relevant and productive traffic. What makes it super handy? These efforts pay attention to how people search for content and the search terms they’re using in the locale you’re targeting. And the result? You will be ahead of your competition and your visibility will increase exponentially.

How to Craft a SEO Localization Strategy

In order to achieve anything, the first thing that must be laid down is a plan of action. Same goes for launching your SEO localization: local search machines won't just showcase your product for nothing. But with our short list of top things to pay attention to, including local keywords, user experience, website content, and more, you won't need to start from ground zero. Take a look below:

• URL Structure

• Keywords

• Competitors

• Hreflang Tags

• Local Search Engines

1. URL Structure

This is quite simple, you start right at the top with the URL address for the new locale before you localize your website. There are three main options here:

• Subdirectories (example.com/fr): Using subdirectories preserves the existing authority of your multilingual website, as Google treats the content as part of the main site. This approach consolidates domain authority and simplifies site management, though separating sites later can be more challenging.

• Subdomain with gTLD (fr.example.com): Allow you to separate sites and are easier to manage, especially when using CMS platforms like HubSpot that support only subdomains. While this method is effective, it may take longer for new content to rank.

• Country-specific domains (example.fr): Clearly target users in specific countries, but residency requirements in some regions make subdomains or subdirectories with generic top-level domains (gTLDs) a practical alternative.

2. Find Useful Keywords

Keywords are your best SEO friends. They are the specific words or phrases that users type into search engines to find content, products, or services. In other words, identifying the right keywords will boost your website's standing to the coveted first position. After all, people are lazy and don't really like exploring dozens of websites (unless we are talking about something super expensive and important, but even then there's leeway).

Keywords can be categorized and subcategorized into the following groups:

By Length:

• Short-Tail Keywords: Broad 1-2 word terms with high search volume but also high competition. For example, "shoes" or "digital marketing".

• Medium-Tail Keywords: These more specific 3-4 word keywords are getting less competition but also less user attention. Examples include "smart shoes for men" or "digital marketing strategies".

• Long-Tail Keywords: Typically 5+ words. Highly specific and often less competitive. For instance, "best sports leggings for outside exercises" or "efficient ways to boost your e-commerce business".

By Search Intent:

• Informational Keywords: Used when users seek information or answers to questions. Examples include "how to fold a sheet" or "benefits of intermittent fasting".

• Navigational Keywords: Employed when users aim to find a specific website or page. For example, "Instagram login" or "Twitch".

• Commercial Investigation Keywords: Utilized by users researching products or services before making a purchase decision. Examples are "best smartphones 2024" or "top SEO tools".

• Transactional Keywords: Indicate a user's intent to make a purchase or complete a specific action. For instance, "buy iPhone 16" or "subscribe to Disney+".

Our advice: Focus on 3+ keywords as the backbone of your SEO strategy. The reason is that users who search for more specific products/services are generally closer to making a purchase, they know what they want (at least have a specific-ish idea). If you are having trouble with identifying the exact phrasings, use the following free SEO keyword tools:

• Moz Keyword Explorer

• Google Keyword Planner

• Semrush

3. Identify Competition

Sounds easy enough, but a key step nonetheless. Knowing who you are up against is vital to your SEO localization strategy, especially because by studying what they do, you can set yourself on the right path. It's a classic tale: know your enemy to best them. Here's how to do that:

1. Identify your competitors on Google: Using long-tail keywords is better here because general terms like "sneakers" will likely give you Amazon, Adidas, and Nike. And let's face it, it's hard to compete with these giants.

2. Study the keywords they use: Pinpointing those will give you an edge in the fight for customers. Whatever they use generates high-quality traffic, so why not replicate it? Use the aforementioned SEO analysis tools to speed up this process.

3. Explore your rivals' websites: Think of it as a little digital espionage (but totally legal). Check out their site architecture, UX, and tech setup, and see if their content is top-notch or just pretending to be; after all, even the fanciest site can’t polish bad writing!

4. Use Hreflang Tags

Hreflang tags are a lifesaver when you’ve got websites in the same language but tailored for different regions—like standard Portuguese vs. Brazilian Portuguese. They help Google avoid confusion (and penalties for duplicate content) by matching the right version to the right audience. Just add the tags to your sitemap or header, and if it gets messy, call in a multilingual SEO agency to save the day!

5. Don't Forget About Local Search Engines

It's not all about Google, you know! East Asian countries are particularly fond of their own search engines. Targeting them is a recipe for success. Take a look at this table:

International SEO vs. Local SEO

It goes without saying that the global audience is not the same as customers of a local target market. Depending on your localization process goals, you'll need to differentiate between the two. Here's a useful table to check how different aspects of the search engine optimization manifest themselves in this dichotomy:

SEO Translation and SEO Localization Tips

Unsurprisingly, translation and localization go hand in hand. It's all good and well to identify specific keys and lay down a comprehensive strategy for conquering the global market in a target language. But ultimately to be at the top of search results, you need to translate your website and do it effectively. There are certain guidelines that will help you here:

1. Go Beyond Word-for-Word Translation
   Think translating English phrases like "break the ice" into literal Spanish will work? Nope. You'll confuse readers faster than you can say romper el hielo. Instead, adapt the content to the culture—like using “hacer una introducción informal” for Spanish-speaking audiences, which means “make an informal introduction” and convey the right idea.

2. Partner with a TMS (Translation Management System)
   Save yourself from juggling spreadsheets and mismatched translations by teaming up with a TMS. Tools like Localit streamline the process, letting you manage multiple languages (from Japanese to Italian, Arabic, and Polish) and ensuring everything stays consistent. Bonus: Localit has features like built-in chats where you can send voice notes and screenshots, AI-driven translation mediums, possibility to engage native speakers and qualified translators, as well as a free plan to take its features for a ride. Try it here.

3. Optimize for Cultural Keywords
   Keywords that work in one language don’t always translate. For instance, Germans often search for “preiswert” (value for money), while Italians might look for “economico” (cheap). Same idea, but with slightly different cultural priorities. Do your research, and ensure the SEO reflects those subtle nuances—because, yes, cheap and value aren’t always the same thing.

SEO Best Practices for Better Localization

Conquering the world of effective SEO in a new language is not easy. And that's why we want to offer you a few more words of advice on how to achieve localized SEO without too much hassle.

Partner with an SEO Helper

If navigating the complexities of localized SEO feels overwhelming, teaming up with a professional SEO company might be your best move. These agencies have the expertise and tools to handle everything from keyword research to content localization, ensuring your website ranks well in every target market. Whether it’s a large agency like WebFX or a specialized multilingual SEO company, they can help you tackle tricky tasks like implementing hreflang tags, managing region-specific keywords, and optimizing technical SEO. Plus, they can provide insights into cultural nuances, so your content connects with local audiences. Think of it as hiring a guide to help you climb the SEO mountain—less guesswork, more results.

Invest in Content for SEO

If you want to rank, you’ve got to have the goods—quality content tailored to your target audience. Hire a professional copywriter who’s fluent in the language and culture to create blogs, product descriptions, and even landing pages. For example, an Italian audience will love a blog about “Le migliori scarpe da corsa per il 2024” (The Best Running Shoes for 2024), while a German audience might prefer a deep dive into "nachhaltige Mode" (sustainable fashion). Localized, engaging content will drive clicks, and more importantly, trust.

Track Your Performance

All the effort in the world won’t help if you don’t know what’s working. Tools like Semrush and Google Analytics give you detailed insights into which pages are ranking where and why. See which regions are driving traffic, which languages are converting best, and which ones need some attention.

Localize, Optimize, Succeed

To make your website stand out in local search results, it’s crucial to incorporate local strategies that resonate with your target audience. By adapting content, using the right keywords, and leveraging tools like hreflang tags, you can improve your website's visibility and connect with users in meaningful ways. Localization isn’t just important for SEO—it’s essential for building trust and driving engagement in diverse markets. With the right approach, your site will not only rank higher but also deliver the results your business needs to succeed globally.