How to Use SEO for Your Multilingual Audience


It’s no secret that maintaining your company’s website ranking is already a difficult task and can be a constant challenge. You know that maximizing your Search Engine Optimization (SEO) is extremely important when it comes to gaining Internet visibility for your company, product, or service. So, what happens when you decide to sell and market your product overseas or to a multilingual audience? Is translating your website content enough?

Ultimately, that answer is no. While translating your website content is critical to ensure you connect with your international audience, you will also need to consider a multilingual SEO plan to ensure you even reach that audience. After all, what good is a translated website if no one in your intended market is able to find it? Here are a couple of things to consider when updating your SEO strategy to go global with your products.

Know your audience

Your new market will have an entirely different set of customs and culture than your U.S.-based audience does. You must choose keywords and phrases that you know they are using in search engines. This is how you will really draw them in. What is important to your U.S. consumer base may not be at all to consumers in another country. If you do not already know this international market inside and out, be sure to find someone who does. Skimping here could mean a particularly negative impact on your search results, and therefore, your sales revenue.

Analyze competitors who have gone before you

Researching competitors’ success when going international with a product is a great step to figuring out what has worked (or not worked) for them. While you obviously aren’t looking to copy what a competitor has done, it doesn’t hurt to find out about best/worst practices in advance for your own industry if the information is already out there and available to you. If you come up short, ask us. We can help!

Don’t overlook location information

When coming up with a new SEO strategy for foreign markets, don’t neglect to include the country, city, or even the region your new target market is in when deciding on keywords to pair with your product. People use “near me” or addresses in their search often when trying to find a product they’d like to purchase/browse for. Having the location information in your SEO set-up will help your site pop up more often and easily in those search engines!

Figuring up a brand new SEO strategy for your international market can be difficult, but you don’t have to do it alone! Did you know we offer website audits? We’d be glad to take a look at yours and help create a strategy for your international growth! Feel free to reach out if you’d like to be in this one together.

Looking Beyond Your ESL Teachers for Translation/Interpreting Needs

Looking Beyond Your ESL Teachers for Translation/Interpreting Needs

It may be tempting to use your English as a Second Language (ESL) teachers to translate texts your school needs in another language, or to ask them to interpret for parents who don’t speak English well. However, it is important to note that unless they have a background as a professional translator or interpreter in the particular field you need, your ESL teachers are not those best skilled to handle this task.

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Effective Online Real Estate Marketing: When Your Market Doesn’t Speak English

Marketing to an audience that doesn’t speak English can seem a little daunting if that’s the only language you’re comfortable speaking. The great news is, however, you don’t actually have to speak another language to effectively market to another demographic! You can market to this audience in a variety of ways, and one of the best places to begin is with your online presence, since so many people begin their real estate property search online. Here are 3 tips for targeting your non-English speaking customer base virtually.


1.     Start with your website. Websites are a great way to interact with an audience that doesn’t speak English. Your buyers are most likely starting their property search online and searching for listings in their preferred language. If your website and listings are translated, they will feel confident in your agency’s ability to assist them, and appreciate that you’ve taken the time to tailor your content to them. Be sure to use a professional translator or agency to handle this. Errors caused by free translation tools can be extreme and have a truly negative effect on your brand, even though you have great intentions!

BONUS TIP! Utilize social media to your advantage. Figure out which social networks your target markets are using most and use those to reach out to your new audience. You may even look into hiring someone who is bilingual and skilled in social media marketing to draft posts and share relevant content in your target market’s preferred language.

2.     Develop a multilingual SEO strategy. Once you have professionally translated your website, you’ll want to consider a multilingual Search Engine Optimization (SEO) strategy. If your website isn’t showing up in search results, the translation you’ve worked so hard and paid to complete will not provide much return on your investment. Analyze your audience and tailor this new strategy for them. You’ll find that it often differs greatly from what you’ve already created for your local English-speaking audience.

3.     Deliver an effective and targeted email campaign. If you are already sending out email newsletters to your clients, consider translating some of these for your non-English speaking clients. You may not have to translate everything within your newsletter, but if you know your client’s email address and preferred language, you can specifically target that group with your amazing your content. Email blasts in someone’s preferred language are more likely to drive traffic to your website and are a quick and easy way to stay in touch with those who have already decided they trust you enough to sign up for it! 

BONUS TIP #2! Don’t forget to ask for referrals or testimonials you can use in your marketing or on your website. Once you’ve driven more traffic there, it’s a great way for your new and/or potential customers to see why working with you is such a wonderful option.

You may also enjoy:

The Benefits of Translating Your Newsletter

How Social Media in Spanish Can Boost Your ROI

How to Use SEO For your Multilingual Audience

3 Reasons Why Foreign Language Departments Are Not the Place to Look for Translators

3 Reasons Why Foreign Language Departments Are Not the Place to Look for Translators

It may be tempting to email the chair of your university’s foreign language department to translate texts that you need in another language. However, it is important to note that unless those you are approaching have a background as professional translators in the particular field you need (let’s say, a text for marketing), then more often than not, foreign language professors and students are not those best skilled to handle this task. Why’s that? Well, they didn’t study marketing. And they probably didn’t all get a degree in translation.

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How an Employee’s Culture Affects Their Motivation

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As you know, your employees do not fit inside of a “one size fits all” mold. When you add in cultural differences for those employees born or raised in another region or country, the contrasts can be stark. Knowing how to engage with your employees to ensure they are properly motivated for peak job performance can really make a difference for both your company and your employees. Here are a few tips for getting the most out of your multicultural workforce:

  • Set expectations and do not assume they know U.S. standards. It is important not to assume that your employees are comfortable with the standards we may take for granted in the U.S. Be sure to explain your expectations clearly. Whatever your desires as a manager, communicate those clearly. Employees from other cultures may have such respect for their managers that they feel complaining is inappropriate and a sign of disloyalty. If you expect feedback for improvement, make sure your employee knows you want to hear from him/her and to bring issues to your attention.

BONUS TIP #1! Not everyone will feel comfortable speaking up in an open-forum type of meeting, especially if they are not completely confident in their English-language skills. A Hispanic employee, for example, may be hesitant to share opinions in this type of setting for fear of perceived confrontation or disrespect for management. If you are looking for feedback on ways to improve certain areas of your company’s culture, you may have more luck with one-on-one conversations with these employees.

  • Employee recognition preferences vary from culture to culture. In the U.S., we often recognize individuals directly for their performance and contributions. Titles like “Employee of the Month” work well for American or Australian employees, for example, but they can lead to embarrassment for employees from Asian cultures who prefer to be praised as part of a team.
  • Figure out what is important to the employee, and base incentives on this. Many American and Asian employees prioritize their career accomplishments and advancements first and may be incentivized more by monetary bonuses or the possibility of a promotion. However, employees from other cultures, like Western Europe, often prioritize family time, so they may be more motivated by the ability to earn extra vacation days or time off than the typical American or Asian worker. That’s not to say that both incentives won’t work for all employees in different scenarios, but it’s important to recognize that some incentives may work better over others for your multicultural workforce.

BONUS TIP # 2! Survey your employees. Finding the best ways to motivate your employees is difficult sometimes. If you are able to survey your employees anonymously to find out what would work best in your particular company, this may be highly effective for you. It is also a sign to your employees that you care about them and want only the best for them.

Do You Know When to Call an Interpreter for Your Next Client Meeting?

Do You Know When to Call an Interpreter for Your Next Client Meeting?

Good, clear communication can be difficult enough to accomplish when you and your client both speak the same language. If your client does not speak English at all or has limited English proficiency (LEP), then the task of communicating during your client meetings is especially problematic. Whether discussing the facts of your client’s potential case or deposing a witness with limited English abilities, it is important to know when to bring in an interpreter. Here are just a few examples of when to call in a professional interpreter to assist you.

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Favorite International Fall Recipes To Try This Weekend

Favorite International Fall Recipes To Try This Weekend

For those in the Northern Hemisphere, fall is in the air! While we're gearing up for the next few months of chilly air and falling leaves, a great way to welcome the new season is to head outdoors and enjoy some time with family and friends. Headed to a picnic this weekend? Take advantage of the beautiful fall weather and make something your picnic buddies won't soon forget! Here are a few of our favorite international fall recipes. If you try one, please let us know!

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The Importance of Language Services during Disaster Relief Efforts

The Importance of Language Services during Disaster Relief Efforts

When a city or country is hit by a natural disaster, such as the recent hurricanes in the Caribbean, Florida and Texas, earthquakes in Mexico, as well the wildfires in California, many volunteer agencies send people and groups to assist with providing aid and relief to those who are coping with the aftermath. These groups are instrumental in providing food, water, shelter, clothing, and other basic necessities for those affected by the disaster. However, they are not always equipped with the basic language skills to communicate effectively with these individuals, which could hinder the relief efforts immensely in certain cases. For that reason, volunteers assisting with language translation and interpretation can be just as important as any other volunteer providing aid.

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