It is important to adapt texts to the respective language and culture to convince not only visitors but also search engines. A poorly implemented translation can result in Google not properly recognizing your site or users leaving. However, with a few clever tricks, you can create a website that is both multilingual and search-engine friendly!
Choosing the right domain structure
Structuring multilingual content
Language selection and usability
Search engine optimization for multilingual content
Considering regional differences
Risks: Consider the additional effort
Long-term maintenance and content strategy
Tools for managing multilingual content
Choosing the right domain structure
Choosing the right domain structure is crucial for the success of a multilingual website. First, the top-level domain (TLD) should be carefully selected to effectively target the desired region or audience.
Top-Level Domain (TLD) selection:
- Country-Specific TLDs (ccTLDs)
For national websites, country-specific domains like .ch for Switzerland or .de for Germany are ideal. They signal the geographic focus of the website to both users and search engines.
- Generic TLDs (gTLDs)
For international websites, .com is an excellent choice as it is globally recognized and does not imply a specific regional association.
Additional examples of Generic TLDs:
- .net: Often used for technology or network-related projects
- .org: Ideal for non-profit organizations or communities
- .info: Suitable for informational websites
Structuring multilingual content
After selecting the appropriate TLD, the next question is how to organize the different language versions within the domain. There are two main options for structuring multilingual content:
- Subdomains
In this setup, the language version is placed as an independent subdomain before the main domain.
Example: en.your-company.ch for the English version of your website.
- Unterverzeichnisse
With this approach, the language version is added as a path to the URL.
Example: your-company.ch/fr/ for the French version.
Which option is used more often and why?
In practice, many websites use subdirectories for their multilingual content. This is because subdirectories are treated as part of the main domain, which helps to strengthen the overall domain authority. Additionally, this structure makes content management and maintenance more straightforward. Whether this is necessary depends on the website's size, the origin of its visitors, and the amount of time that needs to be invested in translations.
Language selection and usability
The language selection is crucial for providing a good user experience on a multilingual website. It should be placed in a highly visible and intuitive location, such as in the top-right corner or at the bottom in the footer, so users can quickly find their desired language version.
Caution is advised when using flags to represent languages. Flags symbolize countries, not languages, and can therefore be misleading. Instead, it is recommended to use text like “Deutsch (DE)” or “English (EN)” or a combination of text and icons to ensure clarity.
A well-thought-out and user-friendly language selection demonstrates that the needs of international audiences are taken seriously, contributing to a pleasant user experience.
Search engine optimization for multilingual content
To ensure your multilingual website is correctly recognized by search engines like Google and ranks well in search results, several technical aspects need to be considered. Three key areas stand out: the Hreflang attribute, sitemaps, and keywords.
The Hreflang Attribute
The Hreflang attribute acts as a guide for search engines, indicating which language and regional version of your website is intended for specific users.
Why is it important?
Without the Hreflang attribute, search engines might get confused and display the wrong version of your site to users. For instance, a user in Germany might land on the English version of your site, even though a German version exists.
How does it work?
The Hreflang attribute is added to your website's HTML code. It looks like this:
- hreflang="en" specifies that the page is in English.
- href indicates where the respective language version can be found
Sitemap – the map of your website
A sitemap is like a map for search engines. It shows which pages exist on your website and how they are connected.
Why Do I Need Multiple Sitemaps?
For multilingual websites, it is especially helpful to provide each language version with its own sitemap. This makes it easier for Google and other search engines to understand the structure and correctly index all content (store it in search results).
How does it work?
A sitemap is usually an XML file that might look like this:
- <loc> specifies the URL
- <lastmod> indicates when the page was last updated
Modern content management systems like WordPress or our Website Builder generate sitemaps automatically.
Keywords – The words users search for
Keywords are the terms or phrases people enter into Google or other search engines to find information.
Why are keywords important?
Using the right keywords in your content makes it easier for users to find your website. Keep in mind that relevant keywords may vary greatly depending on the language and region.
A user in the UK might search for "holiday homes," while in the US, "vacation rentals" is more common. Both terms mean the same thing but are used differently depending on the region.
How to Find the Right Keywords?
Use free tools like the Google Keyword Planner to discover which terms are popular in your target regions.
Considering regional differences
Translating your website is only the first step. To truly resonate with audiences in different countries and regions, it’s essential to consider cultural, linguistic, and local differences.
Cultural differences in language
Even though many websites in Switzerland are written in standard German, certain terms remain uniquely Swiss. For example, the word “Spital” is commonly used in Switzerland, whereas “Krankenhaus” is used in Germany.
Similar differences exist in French: In Switzerland, people say "septante," while in France, "soixante-dix" is used.
In English, words can differ between the UK and the US, such as "flat" (UK) and "apartment" (US).
Paying attention to these nuances shows that you respect the cultural uniqueness of your target audience.
Currencies
Adjust currencies when offering products in different countries. If your business operates exclusively in Switzerland, you can use CHF across all language versions.
Units of measurement
When it comes to units, consider the habits of your audience. If your English website primarily targets customers in the US, use pounds and inches instead of kilograms and centimeters, as the imperial system is standard there.
Risks: Consider the additional effort
Taking the step toward a multilingual website is exciting but also comes with challenges and significant time investment. Your content must now be available in all offered languages—not just for new pages or blog articles. Existing content, metadata, landing pages, and even marketing campaigns must also be adapted. Plan enough time and resources from the start to implement multilingualism consistently and sustainably.
Tip: Consider which languages are truly relevant to your target audience. Sometimes, less is more!
Long-term maintenance and content strategy
Creating a multilingual website is just the beginning. To ensure its long-term success, continuous maintenance is essential.
New content, such as blog posts or product pages, must be made available in all offered languages. It's not just about translation—it’s crucial to adapt the content to the target audience to enhance relevance and user engagement.
Existing content should also be reviewed and updated regularly. Changes to products, services, or legal information must be applied consistently across all language versions. A well-structured workflow helps maintain oversight and ensures no language version is neglected.
Tools for managing multilingual content
The right tools can significantly simplify the management of multilingual content. Our Website Builder includes an integrated multilingual function, enabling content to be displayed seamlessly in multiple languages. For WordPress, plugins like TranslatePress or Polylang provide efficient solutions for translating and managing multilingual websites.
Other CMS platforms also offer either multilingual plugins or built-in features. However, it’s essential to evaluate the options for each CMS in advance. This ensures the system meets specific requirements or highlights potential limitations that could complicate managing multilingual content. A thorough evaluation will help you choose a CMS that is not only powerful but also user-friendly for multilingual projects.
Conclusion
A well-maintained multilingual website demonstrates professionalism, builds trust, and provides an optimal user experience for international audiences. With the right strategy and tools, your website can achieve long-term success.
