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How a Multilingual SEO Plan Benefits Your Marketing Efforts Abroad

Maintaining your company’s website ranking can be a difficult task and a constant challenge. You already 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 market your product overseas or to a multilingual audience? Will simply translating your website do the trick?

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Ultimately, that answer is no. While translating your website content is of course critical to ensure you connect with your multilingual 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? In order for you to get a solid ROI, we’ve compiled a list of items to consider when updating your SEO strategy to take your brand global.

Get to know your multilingual audience to ensure SEO results

Your new market will certainly have an entirely different set of customs and culture than your U.S.-based or English-speaking audience. Choose keywords and phrases that you know they would use in search engines. To determine your keywords, figure out what is important to this consumer base.  What are their challenges and pain points? How can you help solve them? If you do not already know this new market inside and out, be sure to find someone who does. Skimping here could mean a particularly negative impact on your website traffic, and therefore, your bottom line.

Analyze competitors who have gone before you

Researching competitors’ success when connecting with the same audience you’re looking to reach is a great step to figuring out what works (and what doesn’t). While you don’t want to copy what a competitor has done, it is vital to understand best/worst practices in advance if the information is already available to you.

Use location settings to your advantage in your SEO strategy

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 tend to use “near me” or city names in their search when trying to find a product they’d like to purchase or browse for online. Having the location information in your SEO setup will help your site appear more often search engines.

Figuring up a brand new SEO strategy for your international or non-English speaking 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.

If you found this information useful, you may also like:

How to Use SEO for Your Multilingual Audience

What if I Just Use the Google Translate Button On My Website?

Common Mistakes to Avoid When Translating Your Law Firm’s Website

When aiming to appeal to a demographic that does not primarily speak English, one of the first things you may want to consider is translating your law firm’s website into the languages you’re targeting. This is a great step to take in reaching new potential clients, but there are a few common mistakes you’ll want to avoid when beginning this process.


1. Relying on an automatic translation tool like Google Translate. We understand how tempting it is to choose a “free” option like Google Translate when trying to trim costs. However, when your potential clients are looking for legal assistance, they want to use someone who is professional and trustworthy. If the information on your website is translated poorly (or completely mistranslated, which is often the case with automated translation) because it was handled by a machine, the individuals you are targeting are likely to continue searching elsewhere for help. Make sure your website is translated by a professional and experienced team so that your website’s tone is competent and worthy of their time from the moment they click onto your site. Professionals will also be able to help you localize the content for the exact market you want to reach.

2. Failing to translate contact information and lawyer biography pages. Sometimes you may wish to tackle website translation in different stages, which means some of the links within the site may be neglected on the first round so that the information you find to be most relevant for your law firm is translated first. One thing we recommend translating from the beginning that may be overlooked is the contact page and the lawyer biography section(s). Knowing who will be helping them on their legal journey is often critical for potential clients, so the more they can get to know and trust you from reading your biography page, the more confident they will feel about why you are the right person to help them. It is also crucial for potential clients to understand how to get in contact with you, so keep the contact page in mind when translating your website as well.

3. Having no one available to speak to them in their native language when they call. You don’t have to speak the languages of your target clients personally to be able to assist them when they call for more information, nor do you have to have a bilingual assistant available for these calls (though you certainly can!). Another option is to invest in a telephonic interpreting service plan so that you can be connected with an interpreter over the phone the moment you need one, and your potential client can feel more confident from their initial phone conversation with you. When it’s time to follow-up with an in-person meeting, reach out to your language service provider and schedule an on-site interpreter to assist you.

4. Not accounting for a foreign-language SEO strategy. Translating your website is vital for reaching new potential clients who do not speak English. However, it is not enough if your target clients cannot find you when searching online. You’ll want to choose keywords and phrases, for example, that your new audience will use when searching for legal assistance, to be sure your website turns up in those search results. When it doubt, seek professional help to ensure you are implementing the best foreign-language SEO strategy to get your law firm’s new foreign-language website launched and seen.