Multilingual SEO: What is It, How To Do It & Its Common Pitfalls
Thinking of going global? Then your SEO game needs to speak more than one language. With most internet users preferring content in their native tongue, relying on English alone is like throwing a party and forgetting to send half the invites. Multilingual SEO helps your site show up in the right searches, in the right places, for the right people.
If your website only uses one language, you’re missing out on billions of users who prefer content in their own language. Over 75% of people online are more likely to buy when information is presented in their native language. Multilingual SEO helps your site reach those audiences with content that feels familiar, relevant, and trustworthy. It involves more than just translating words. It means understanding search intent, culture, and how people interact with content across regions.
Understanding Multilingual SEO
Multilingual SEO involves optimizing your website to cater to multiple languages, ensuring that users from different linguistic backgrounds can find and engage with your content. It’s more than just translation; it’s about localization, cultural nuances, and aligning with search engine algorithms across regions. A well-executed multilingual SEO strategy can significantly boost your global presence and drive targeted traffic.
For our client Schneider Electric, managing and optimizing 28 million URLs across a global website required a strategic multilingual SEO approach. The goal was clear: boost organic visibility, consolidate keyword overlap across domains, and increase market share. We began by resolving technical SEO issues and implementing semantic clustering to reduce cannibalization. Our team focused on creating geo-specific content: product pages, FAQs, and enterprise blog content, aligned with multilingual SEO best practices.
The results? A 69% increase in organic sessions, 62% of keywords ranking in the Top 3, and a 1100% increase in keywords ranking in the Top 10. With a 225% lift in content marketing keyword visibility, this multilingual SEO strategy proved the power of targeted, scalable optimization for global reach.
Common Pitfalls in Multilingual SEO
When expanding globally, even the smartest marketers can run into trouble. Multilingual SEO comes with its own set of pitfalls that can quietly disrupt your strategy if you’re not paying close attention.
Not Using Hreflang Tags Properly
What Goes Wrong:
- Omitting hreflang tags
- Using incorrect language-country codes (e.g., “en-uk” instead of “en-gb”)
- Self-referencing issues
- Pointing all language versions to the same canonical URL
Why It Matters:
Hreflang tags inform search engines about the language and regional targeting of a webpage. Without them, Google might serve the wrong version to users, leading to duplicate content issues and confusing both users and search engines.
How to Fix It:
- Use correct hreflang syntax (e.g., hreflang=”fr-ca” for Canadian French)
- Ensure every version self-references and cross-references others
- Utilize tools like Ahrefs or Screaming Frog to audit hreflang errors
- If using a CMS, ensure your multilingual plugin supports hreflang
Translating Content Without Localizing It
What Goes Wrong:
- Literal word-for-word translations
- Ignoring cultural differences, idioms, or tone
- Assuming that “Spanish” is the same across Spain, Mexico, and Argentina
Why It Matters:
Users can quickly disengage if content feels robotic or culturally off. Local slang and references play a significant role in SEO, and poor localization can lead to a subpar user experience and lower rankings.
How to Fix It:
- Collaborate with native-speaking translators or local SEO experts
- Conduct keyword research specific to each language and region
- Customize CTAs, tone, and layouts per region
- Research local phrases with the highest CTR for better engagement
Also Read: International SEO Strategies Guide to Rank Globally
Relying Solely on Machine Translation
What Goes Wrong:
- Using tools like Google Translate to mass-translate content
- Not proofreading or editing outputs
- Missing context, tone, and cultural nuances
Why It Matters:
Google flags poor-quality machine-translated content as spammy. Such content can harm readability, user engagement, and even lead to legal issues in certain markets if information is mistranslated.
How to Fix It:
- Use machine translation only as a starting point
- Always have a human editor review and localize content
- For crucial pages like homepages and product pages, employ native speakers
- Prioritize translating high-traffic or conversion-critical pages first
Neglecting Local Backlink Building
What Goes Wrong:
- Translating the website but retaining backlinks from English-language domains
- Overlooking regional directories, influencers, or press coverage
Why It Matters:
Backlinks in the target language and region signal local relevance to search engines. They enhance domain authority in that locale and help outrank local competitors in non-English search engines.
How to Fix It:
- Initiate outreach campaigns for each region and language
- Partner with native creators or blogs
- Submit to regional directories (e.g., .de, .fr, .es)
- Use tools like Ahrefs to analyze local competitors’ backlink profiles
Improper URL Structures for Language Versions
One of the most overlooked elements in multilingual SEO is how your URLs are structured for each language. Without a clear and crawlable setup, search engines struggle to properly index your content across regions.
What Goes Wrong:
- Serving translated pages from query parameters (e.g., ?lang=es) instead of dedicated URLs
- Omitting XML sitemap entries for language-specific URLs
- Using cookies or browser settings to switch languages without crawlable URLs
Why It Matters:
Google cannot crawl or index versions without unique URLs. Canonical conflicts can confuse indexation, reducing visibility in local SERPs.
How to Fix It:
- Use subdirectories (e.g., /fr/, /de/) or subdomains (e.g., fr.example.com)
- Submit separate language URLs in your sitemap
- Ensure canonical and hreflang tags are aligned
- Refer to successful examples like Amazon, which uses subdomains for regional targeting
Overlooking Local Keyword Research
What Goes Wrong:
- Assuming keywords translate directly
- Optimizing content for English search volumes in other languages
- Not considering voice search or regional spelling variations
Why It Matters:
Keyword intent varies by culture. Misaligned keywords can lead to poor visibility in local searches. For instance, “vacation” is commonly used in the US, while “holiday” is preferred in the UK.
How to Fix It:
- Utilize tools like Semrush, Ahrefs, or Ubersuggest with region-specific filters
- Collaborate with local content strategists
- Conduct A/B tests with headline variations
- Monitor CTRs by region to validate search intent
Treating Multilingual SEO as a One-Time Task
What Goes Wrong:
- Launching translations and neglecting regular updates
- Leaving outdated promotions, dates, or links on foreign pages
Why It Matters:
Stale content signals neglect to both users and search engines. Inconsistent brand messaging across markets can erode trust and lead to content decay over time.
How to Fix It:
- Schedule regular audits for each language (quarterly or biannually)
- Assign local content managers or regional teams
- Incorporate multilingual content updates into your editorial calendar
- Use tools like Google Search Console’s international targeting tab to track performance
Also Read: Keyword Mapping – Organizing Your Content Strategy for Maximum Impact
Embracing Semantic Clustering in Multilingual SEO
Semantic clustering involves grouping related keywords based on user intent and topic relevance. This approach ensures that content addresses various facets of a topic, enhancing its depth and relevance. By implementing semantic clustering, you can improve your website’s topical authority and better align with search engine algorithms.
Speak the Language of Growth with Multilingual SEO
Understanding how to do multilingual SEO is key to connecting with audiences across the globe. Effective SEO for multilingual websites means creating region-specific content, structuring pages correctly, and aligning your keywords with user intent in every language. A well-executed multilingual SEO approach ensures visibility in local search engines while maintaining consistency across your digital presence. With tailored SEO for multilingual websites, brands can reach diverse markets authentically. Prioritising multi-language website SEO and foreign language SEO helps drive traffic, improve engagement, and grow your global footprint.
Looking to scale internationally? Let AdLift craft a multilingual SEO strategy that works everywhere your audience is.
