Perhaps the most difficult part of gaining online credibility is promoting a company’s website in a variety of search engines, thereby allowing potential and existing customers to easily locate the website.

Regardless of the fact that consumers in Germany or Spain do speak English, they do not shop in English. The research firm, Common Sense Advisory, published a study, Can’t Read, Won’t Buy, in which the preferences of 2,400 shoppers outside the United States were questioned. More than half of the respondents indicated they make purchases only on sites in their native language; in France and Japan over 60% of respondents indicated similar preferences. Accordingly, when buyers search online with Google Germany or Google Spain, they do so in their native language. If a website is not set up with at least one native language localized page and corresponding key words for the search engines, it will not receive a good ranking in search results and likely not be found. It’s that simple.

To develop an effective Multilingual Search Engine Optimization strategy, a thorough linguistic analysis of a company’s industry is essential. This ensures an understanding of the technical jargon and popular key phrases in the industry. With the appropriate teams established, genuine optimization of a global website can begin. The process of Multilingual Search Engine Optimization is similar to the SEO process, with the addition of the following steps to promote the multilingual website:

• Website code optimization
• Website content optimization as per the keyword algorithm
• Website usability optimization
• Website quality testing
• Website submission
• Website link building in the target language

The benefits of Multilingual Search Engine Optimization process are immense. It is important to realize that even though most internet users are not native English speakers, the majority of the search engine competition is still conducted in English. Multilingual Search Engine Optimization provides a relativity fast technique to brand and expand your business in the global market because search engine results in languages other than English occur faster. A website designed with SEO tools will enjoy a diversity of visitors, rapid growth, and steady traffic, ultimately improving the website’s online position.

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