When you plan for an international SEO strategy, you need to decide whether to go for a multilingual SEO or a multiregional SEO. You, therefore, must know that a multilingual site targets an audience who speak different languages, and a multiregional site targets an audience who might speak the same language but have different laws in their region. Although the definition seems straightforward, using multilingual SEO services is a little tricky. Read on to quickly go through some of the concepts that can help you decide between the two SEO services.
The very first step in deciding which one to choose is to understand which region your audience comes from. That is important because a simple date such as 12/12/18 might mean three different dates in different regions. The next step would be to identify the language people speak in that region. Knowing which search engine dominates the market of your target audience would be a plus. For example, Yandex in Russia, Baidu in China, and Naver in South Korea grab a bigger market share in their respective countries.
Domain and URL Structure
After establishing the language, the next step is to pick a domain and/or URL structure strategy. You can structure your website using a subdirectory, subdomain, or ccTLD. Each has its specialty. A ccTLD can be helpful if there is a specific legal requirement that requires a local domain to conduct business. For example, if your target country is China, unless you have a .cn ccTLD, your website will not make it to the rankings in Baidu. Subdomains such as a .com are not usually recommended because they have more cons than pros, so we’ll leave them out for this discussion and move onto subdirectories. Subdirectories are very easy to use because they are essentially just another folder on a website. They also inherit all the brand and ranking value of their root domain.
Geotargeting and Webmaster Tools Geotargeting
Once, you have the domain and URL structure, it is time to explore Geotargeting, which can be accomplished via a setting in Google Webmaster Tools. Geotargeting delivers website content to a specific region and gives the website a boost in local searches. If you don’t want to use this setting, you need to know what are ccTLDs and gTLDs. For example, a .fr is a ccTLD that indicates it is a French site and a .eu is a gTLD that indicates the site targets the European region.
The location of your server is inconsequential. You can host your servers in countries that have a better web server infrastructure or use distributed content delivery networks (CDNs).
Use this tag when your website has different content in different languages. It will show the search engines the relationship between web pages in alternate languages.
The above information can get you started, but multilingual and multiregional SEO techniques are constantly changing. We, therefore, recommend that you consult a good SEO agency in London and seek professional advice.