International Search Engine Optimisation or Multilingual SEO is the backbone of any global search marketing campaign. Often referred to as "natural" or "organic" search, SEO is the process used to improve website rankings in the Search Engine Results Pages (SERPS).
International SEO is especially complex in, with both language dependant and independent processes being employed to ensure that the relevant search engines can crawl and understand your website.
The aim of Webcertain's Multilingual SEO service is to make websites more visible in search engines across the world and to ensure they are relevant and appropriate for the specific market they are targeting.
Webcertain uses a range of strategies and processes to achieve this.
The SECA analyses different aspects of your website, in order to create an action plan of the short, medium and long term actions needed to improve your organic ranking.
There are five stages to the SECA to ensure that all aspects of the website are reviewed and revised where necessary.
Factors reviewed include:
Keyword research is the cornerstone of any Multilingual SEO campaign and it is used to assess the popularity of keywords and the amount of competition existing for specific search terms. This can then be used to decide which keywords should be included on your site, and which shouldn't.
As well as specific keywords, search term research identifies search phrases and search patterns which can be built into both the page and meta-content of your website.
As each country and language has different search patterns and search terms, successful International SEO requires detailed research into searcher behaviour and language usage in each market
From the data gathered in the keyword research phase, we will have a clear understanding of which keywords we need to target. Using this, the Title tag and the meta data code will be optimised on a page-by-page basis. Title tag and Meta Tags are one of the text page areas search engines put greater emphasis on, in order to assess the page relevancy for specific queries. This process is called Optimisation Code.
Unique, descriptive and keyword-rich Title and Meta Description tags will be implemented on each page, as this is important in achieving optimal search engine rankings.
This stage is a review of all of the content on your site to assess aspects such as:
To ensure that your website has the greatest possible impact on its target market, the copy is reviewed by a native of the market, to guarantee that the keywords used are the most appropriate for the target audience and the local language search engines. Localisation rather than translation is the key to successful International SEO copywriting.
Having each language site on a local domain is extremely important for Multilingual SEO, to ensure that it is indexed by local search engines. Employing a geoselector strategy and interlinking all local sites will make it easier to acquire local links and will benefit all of the language sites.
Link building is offered as an individual service, but is an intrinsic part of every International SEO campaign and includes:
Blended Search or Universal Search as it is called by Google, stands for the concept of the current increase of search engine results coming from vertical indexes such as video, news, pictures and blogs. Therefore integrating Online PR into the overall Multilingual SEO strategy will increase the likelihood of your website being listed high in the SERPS, as well as increasing the amount of links you receive.
Social media is one of the most effective internet marketing techniques in order to generate online traffic and brand awareness. Participating in public social channels like Twitter, Facebook, LinkedIn and their country specific counterparts not only boosts brand awareness and visibility but generates linkable content that bolsters search engine rankings and traffic alike.