As the internet continues to grow, more and more users are accessing websites in their native languages. Expanding your SEO efforts beyond English can open up massive opportunities for global reach. If you’re targeting a non-English-speaking audience, understanding how to optimize your site for these users is essential.
In this guide, we’ll break down the key aspects of SEO for non-English websites in easy-to-understand terms.
The internet is not just for English speakers! Did you know that over 50% of web content is in English, but more than 75% of the world’s population speaks a language other than English? Optimizing your website for non-English languages can:
- Attract new users from different regions and cultures.
- Grow your business by tapping into under-served markets.
- Increase your visibility in local search engines beyond Google (e.g., Yandex, Baidu).
In short, multilingual SEO is an essential strategy for businesses looking to expand internationally.
1. Keyword Research for Non-English Languages
Why It’s Different
In non-English SEO, keyword research is more than just translating your English keywords. Keywords can have different meanings, or people may use different phrases to search for the same thing in various languages. For example, the word “car” can be “voiture” in French or “coche” in Spanish, depending on the country.
How to Do Keyword Research
- Use local keyword tools like Ahrefs or SEMrush with a language filter.
- Consider cultural nuances and regional differences in language (e.g., British English vs. American English, or European Spanish vs. Latin American Spanish).
- Analyze competitors in that language to see what keywords they are ranking for.
2. The hreflang Tag: Telling Google About Your Languages
What is hreflang?
The hreflang tag helps search engines understand which language you’re using on a specific page. It also indicates which country you are targeting. For example, if you have versions of your site in both French (for France) and Spanish (for Spain), hreflang helps Google show the correct version to the right audience.
How to Implement hreflang
- Use a specific hreflang code for each language. For example:
- French for France: hreflang=”fr-fr”
- Spanish for Spain: hreflang=”es-es”
- Place the code in the section of each page.
- Be consistent across your website to avoid errors.
3. Localized Content: Write for the Local Audience
Go Beyond Translation
Simply translating your English content into another language may not be enough. Instead, localize your content by adapting it to the cultural context of your target market. Use idioms, expressions, and phrases that locals commonly use.
For example, an American phrase like “hit the road” may not make sense to a non-English audience. Instead, use phrases that are relevant to the local culture.
Tips for Localized Content:
- Work with native speakers to create content that feels authentic.
- Localize visuals, currency, and units (e.g., miles vs. kilometers).
- Update contact details to include local phone numbers and addresses.
4. Technical SEO for Multilingual Websites
Choosing the Right URL Structure
When you create a website with multiple languages, you have a few options for your URL structure:
- Subdirectories: example.com/fr/ for French content.
- Subdomains: fr.example.com for French content.
- Country Code Top-Level Domain (ccTLD): example.fr for French content.
Most SEO experts recommend using subdirectories for easier management and consistent SEO benefits across all languages.
Set Up International Targeting in Google Search Console
Google Search Console allows you to specify which country you’re targeting. Make sure to adjust this setting if you’re aiming for a specific country within a language (e.g., targeting Mexico for Spanish content instead of Spain).
5. SEO for Non-English Search Engines
Google may be the dominant search engine in English-speaking countries, but other regions use different platforms. Here are a few popular ones:
- Yandex (Russia)
- Baidu (China)
- Naver (South Korea)
Each search engine has different ranking factors:
- Yandex focuses more on user behavior (e.g., bounce rate, time on site).
- Baidu prefers websites hosted in China and penalizes sites that load slowly.
- Naver is more about curated content, so blogs and local directories play a big role.
6. Meta Tags in Non-English SEO
Translating Meta Titles and Descriptions
Just like your content, meta titles and descriptions should be translated and localized. Make sure to include relevant keywords, but also pay attention to character limits—translated words can sometimes be longer than their English equivalents.
Best Practices:
- Keep meta titles under 60 characters and meta descriptions under 160 characters.
- Use local keywords and phrases that reflect user intent in that language.
7. Link Building for Non-English Websites
Focus on Local Websites
Link building for non-English websites is similar to traditional SEO, but you should focus on getting links from local, authoritative sites. These backlinks signal to search engines that your site is trusted in that language and region.
Tips for Building Local Links:
- Reach out to local bloggers or industry websites for guest posting opportunities.
- Get listed in local business directories or niche-specific forums.
- Collaborate with influencers who operate in your target language.
8. Analyzing Performance: Tracking Non-English SEO
Once your non-English website is live, you need to track its performance. Here’s how:
- Use Google Analytics to monitor traffic and conversions from different languages or regions.
- Use SEO tools like Ahrefs or SEMrush to check how your keywords are ranking in other languages.
- Regularly review your Search Console reports to ensure hreflang and targeting are working correctly.
Common Mistakes to Avoid
- Relying on Automated Translation: Tools like Google Translate can’t capture the cultural nuances that make content truly engaging.
- Ignoring Local Competitors: Non-English markets may have strong local competitors you need to analyze and outperform.
- Inconsistent Localization: Make sure all elements of your website, including images and contact info, are localized to match the language and region.
Conclusion
Expanding your website to reach non-English-speaking users is an exciting opportunity to grow your audience and increase your business’s global presence. With the right SEO strategies, like effective keyword research, localized content, and proper technical SEO, you can successfully target international markets and improve your search rankings worldwide.
By following this guide, you’ll be well on your way to making your website accessible and relevant to users in different languages and regions!