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~ Clonable ~

IMPROVED VISIBILITY

IN INTERNATIONAL MARKETS

Text: Teun van Hoof // Photos: Clonable

When a business takes the leap to translate its website into multiple languages, it’s not
merely a gesture of inclusivity—it’s a strategic move to capture the attention of diverse
global audiences. The fundamental principle at play here is simple yet profound: people
prefer to engage with content in their native language. By breaking down linguistic barriers,
translated websites open the door to new markets and audiences previously out of reach.

he cornerstone of improved visibility lies in greater discoverability, relevance, and resonance in the global
search engine optimization (SEO). Search marketplace. Stay tuned as we delve deeper into the strategies
Tengines like Google constantly refine and tactics for achieving multilingual SEO excellence.
their algorithms to deliver the most relevant and
user-friendly results. In the realm of multilingual Targeting Multilingual Keywords
SEO, providing content in multiple languages is a With the foundation laid for improved visibility in
potent signal of relevance and accessibility. When international markets, the next critical step in harnessing
users conduct searches in their preferred language, the SEO benefits of translating e-commerce websites is
search engines prioritise websites that offer content targeting multilingual keywords. Keywords are the centre
tailored to their linguistic preferences. of search engine optimization, serving as the bridge
Consider a scenario where an English-speaking customer between user intent and relevant content. However, in
searches for a product online. If your e-commerce website is the realm of multilingual SEO, the keyword landscape
available in English and ranks high in relevant search results, is far from homogeneous. Different languages, cultures,
the likelihood of that customer discovering your website and regions result in differences in search behaviour,
increases significantly. Now, imagine the same scenario in necessitating a nuanced approach to keyword research and
multiple languages—each language version of your website implementation.
acting as a beacon, drawing in users from different corners of
the globe. The first rule of multilingual keyword targeting is to
recognise that direct translation often falls short. While
Translating your website is not just about reaching literal translations may capture the essence of a keyword,
international audiences; it’s about resonating with them on they may not align with the actual search terms used
a deeper level. It’s about speaking their language—literally by target audiences. For example, the English keyword
and figuratively. When users encounter content in their “running shoes” may not be the optimal search term for
native language, they experience a sense of familiarity and a Spanish-speaking audience, who might instead use the
connection. This linguistic alignment does more than getting term “zapatos para correr.”
the message across; it creates trust, credibility, and ultimately,
loyalty towards your brand. To effectively target multilingual keywords, it’s crucial to
conduct comprehensive keyword research for each target
Moreover, the impact of improved visibility extends beyond language and region. This involves identifying high-
initial interactions. A well-translated website not only attracts volume search terms, analysing competitor keywords, and
visitors but also keeps them engaged. When users find understanding the linguistic nuances that influence search
content that speaks directly to their needs and preferences, behaviour. Leveraging tools like Google Keyword Planner,
they are more likely to explore further, engage with your SEMrush, or Ahrefs can provide invaluable insights into
brand, and ultimately, convert into loyal customers. the most relevant and competitive keywords for each
language market.
In essence, improved visibility in international markets is the
gateway to global success in e-commerce. By translating your Once you’ve compiled a list of multilingual keywords, the
website into multiple languages, you position your brand for next step is strategic implementation across your translated

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