How to Optimise a Multilingual Website for SEO: A Step-by-Step Guide
Optimising a multilingual website for SEO requires strategic planning to ensure that each language version is discoverable, user-friendly, and properly indexed by search engines.
However, there are more benefits than just ‘search-ability’. Optimising a multilingual website for SEO is essential to reach global audiences, improve search engine visibility, and deliver a better user experience. It ensures that each language version is properly indexed and ranked in local search results, avoids duplicate content issues, and increases engagement and conversion rates by presenting content in users’ native languages. Multilingual SEO also strengthens brand authority and helps businesses stay competitive in international markets.
Find out more: 6 Key Benefits of Website Localisation
Here’s a step-by-step guide to optimise a multilingual website for SEO:
1. Use the Correct URL Structure
URL structure refers to the way a website’s addresses (URLs) are organised and formatted. It includes elements like the domain name, subdomains, subdirectories, and URL paths, and plays a key role in SEO, usability, and site hierarchy. A clean, logical URL structure helps both users and search engines understand the content and organisation of your site. For multilingual sites it’s important to choose a structure that clearly separates each language version:
- Subdirectories:
example.com/fr/orexample.com/es/(Good for centralised SEO authority) - Subdomains:
fr.example.comores.example.com - ccTLDs (country-code top-level domains):
example.frorexample.es(Best for geo-targeting, but splits SEO authority)
2. Implement hreflang Tags
Hreflang tags are HTML attributes used to tell search engines which language and regional version of a webpage should be shown to users in specific locations. They help avoid duplicate content issues and ensure the right content appears in the right country’s search results. Use hreflang tags to tell search engines which language and region a page is intended for. This helps prevent duplicate content issues and ensures users are directed to the right version.
Example:
htmlCopyEdit<link rel="alternate" hreflang="en" href="https://example.com/en/" />
<link rel="alternate" hreflang="fr" href="https://example.com/fr/" />
<link rel="alternate" hreflang="es" href="https://example.com/es/" />
Include these in the <head> of each page or in the HTTP header or XML sitemap.
3. Translate Content Professionally
Naturally, we would advise you avoid machine translation! Use native speakers or professional translation services to accurately preserve both meaning and context, as well as maintaining your brand style and tone — you want to be sure that you are sending the right message! A native-speaking translator will be able to properly localise cultural references, idioms and humour.
Find out more: Why you should never use Machine Translation on your website
Related topic: 7 reasons why a human should post-edit machine translation or AI-created content
4. Optimise On-Page SEO in Each Language
To properly prepare a multilingual website for SEO, it’s necessary to optimise each language version:
- Translate meta titles, descriptions, headers
- Use localised keywords (based on research for that market)
- Optimise image alt text
- Create language-specific internal links
5. Geo-Target in Google Search Console
If using subdomains or subdirectories, set country targeting in Google Search Console:
- Go to Settings > International Targeting > Country
- Assign the correct region to each site version
6. Create a Clear Language Switcher
Make it easy for users (and bots) to switch languages:
- Use visible flags or dropdowns
- Use HTML links (not JavaScript) for search engine crawlability
7. Avoid Automatic Redirection Based on IP
Redirecting based on geolocation can prevent users from accessing other language versions, and (perhaps) even worse, it can confuse the search engines! Instead, offer a prompt or language selector.
8. Build Backlinks in Each Language
Backlinks (also known as inbound links or incoming links) are links from one website to a page on another website. In SEO, they’re a key ranking factor because they signal to search engines that others consider your content valuable or trustworthy.
If used strategically, backlinks can boost search rankings — quality backlinks often lead to higher positions in search results, and they can drive referral traffic from other sites. Links from reputable sites also improve your domain’s credibility, which will help with indexing — as search engines use backlinks to discover new pages on your site.
Promote each language version with regionally relevant backlinks. This strengthens domain authority within local markets.
9. Monitor Performance by Language
How do you know if it worked?! In Google Analytics and Google Search Console:
- Segment traffic by language
- Track rankings and user behaviour for each version
We offer a full website localisation service!
When you are taking your business to a new market, especially a new country, there will be challenges. This may involve some investment, but don’t make it an area where you cut costs! Adapting your product, service, or content to a particular market, will make entering the new market easier. This, in turn, results in greater customer satisfaction, and higher revenues. Contact us for a quote or a free consultation.