Creating a multilingual site is a real growth opportunity for your website. For an e-commerce site and even for a showcase site, it is important that your content is accessible in several languages. This raises the question of referencing a multilingual site. How to optimize a multilingual site for SEO? I give you some advice.
What is the point of having a multilingual site?
Before discussing the issue of SEO optimization for a multilingual site, let’s first look at the advisability of having a multilingual site. A Common Sense Advisory study found that 72% of Internet users prefer to visit sites in their own language. Better still, 56% of Internet users even prefer the language of the site to the price of the products sold there, while 42% do not buy the products sold on a site that is not in their own language.
If you have understood the need for a multilingual site, trust Nelty, a digital communication agency, for the realization of your project, you will see your turnover increase considerably. If French companies like Zalando and Rue du Commerce, among others, have translated their site into several languages, it is precisely for reach a bigger market. Translating your site into English, for example, allows you to reach 1.5 billion potential speakers around the world.
How to reference a multilingual site?
For’optimize a multilingual site, there are several actions you can take.
Choose a domain name by country, subdomains and subfolders
First of all, it is necessary to create a domain name by country. This means that ideally, each site will include a domain name extension per country and will be hosted in the country in question. Thus, for each site there will be its own SEO strategy.
If the domain name is a generic extension (.com or .eu), it will be necessary specify the targeted geographic area. You also have the possibility of subdividing your site into sub-domains, in order to distinguish the various languages on the same site. Last option, the most widespread moreover, that of the sub-directory by country. It consists of identifying the languages in sub-folders.
Manage the content and tags of the site pages
A well-referenced multilingual site is one that offers understandable content in all the languages offered by the site. This logically assumes that the content of the page has been translated, imperatively by a person whose mother tongue is. Such a requirement so that the semantic and lexical richness of the content can be highlighted like it should be. If the translation of the content is necessary, that of the title tags, meta description, images, alt tag and even URLs is also imperative. It is not uncommon for some sites to omit the translation of these elements, especially the URL.
If it is respected, the translation of these elements is enough for Google to identify the language of a page. The fact remains that for more efficiency, you can enter at the beginning of the page, at the level of the code, the tag “lang”. It clearly specifies to Google the language in which the content is written.