Why Having A Multilingual Site Is A Must
When you implement digital marketing strategies to grow your business, it is important to understand your audience. When building websites or writing content, it is important to consider your audience’s preferences. You won’t reach the right people if you don’t.
Their language is a key characteristic of your audience. Language, just like audience demographics and hobbies, defines what content they value and consume. Language is closely tied to communication, comprehension, and engagement.
Is it worth having a multilingual site? Let’s look at some of the many benefits that a multilingual site can bring.
1. You Are Connected With More People From Your Target Audience
Multilingual websites have the advantage of allowing companies to be more visible and reach a wider audience. International brands are a good example of multilingual websites. They have multiple versions of their websites. Many of the top fashion brands have different languages available on their websites. Social media giants such as YouTube, Twitter, and Instagram offer many language options.
Multilingual websites are not only for international audiences. Websites with non-English speaking visitors will have two languages versions. Canadian brands, for example, will have English- and French-language versions of their websites. Even sites like prillionaires.com could benefit from this.
Even on smaller scales, language diversity can occur. A large number of California residents, for example, speak Spanish, which is why we have Spanish legal content. To cater to a portion of our target audience, we have created Spanish-language legal content.
2. Enhances User Experience And Understanding
Multilingual pages also make websites more accessible. Visitors will be able to navigate an online store or website more easily with a translated landing page, FAQ section, and navigational menu. It is important that your content be easy to understand and consume. Your information will be more valuable if your audience can understand what you are saying.
Many people consider English to be a second language. While they can still understand English content, many people find it easier to consume content in their native language. They also appreciate the translations.
3. Local SEO And Visibility Boosted
Local SEO is about focusing on a particular target audience. Local audiences will be attracted to content that is relevant to their community.
The same principle applies to writing blog posts in languages spoken by your target audience. You can reach specific communities by using keywords, headlines, and local topics in your target language. To connect with local communities, a legal company might instead of writing content in English about California’s state laws, publish content in Spanish about the news and policies of a nearby town.
This may mean that you might not get as much traffic to your website if you localize too much. But, targeted content that is localized and addresses the needs of the community will resonate better with them. While general content may get more clicks than targeted content, it will generate high-quality leads.
You can also use these keywords in other languages. These keywords may have lower competition than others, which can make them easier to rank for. Ranking well for keywords with low search volumes can still benefit your local SEO and visibility.
Multilingual Content Creation Is Hard Work
It is easy to translate anchor text, navigation buttons, and menus. You can quickly create an alternate version of your website if you have someone to translate the text.
Keep in mind, however, that content (e.g. blogs) cannot be simply word-for-word translations. CTAs, taglines, and instructional materials must be translated to the same quality and level of clarity as your English material.
Poorly written content will not serve your content marketing, trust-building, or SERP ranking purposes. Look for content writers who are native speakers and writers to join your team.
This article has been published in accordance with Socialnomics’ disclosure policy.