by Dr. Abu Mazhar Khalid Siddique - September 23, 2022
Multilingual SEO – Its Technical Considerations
Most of the technical and marketing aspects hereafter will work for worldwide and multi-language SEO.
Technical considerations
The search engines do not want to frustrate users with content designed for some other region or that they simply do not understand. Consequently, you should optimize the technical structure of your website for search engines in order to adequately list your content based on the language and place of usage.
Things are more easily for search engines when it comes to language by reason of the fact that they are efficient enough to identify the language of the script. When it comes to area, though, things are quite a bit tougher: There’s no simple way for a computer to figure out what country a specific webpage is implied for to check its content.
To determine the region of a specific web page, search engines use several signals, which we will discuss in the following sections:
1. URL structure
The URL structure you use to distinguish between various language/regional editions of the same subject matter is one of the most significant technical factors to consider. There are three common approaches to the issue:
CcTLDs or country-code top-level domains: The following are examples of CcTLDs. The UK. For the UK, Fr for France, or. As for Spain. Using CcTLDs allows search engines to easily understand the region of a given website. The downside is that CcTLDs are quite expensive to purchase and manage, so it's not very practical for small businesses.
Subdomains: This is the part of the URL that proceeds right after “HTTPS: //” and before the domain name, e.g., “en.example.com,” “de.example.com,” etc. This is a much more affordable option than ccTLDs, and it’s also easier to handle.
Subdirectories: You can also put your language translation in sub-directories, e.g., “example.com/en/,” “example.com/de/,” etc. The main difference between subdirectories and subdomains is that subdirectories are all hosted on the same server. It can be excellence or the worst thing, based on your requirement and abilities.
2. Server location
Search engines can also use the server location on which your website is hosted to help you identify the area. This made use to be the main signal, but with the introduction of content delivery networks (CDNs), you can now host your website nearly everywhere and it will be served to users in whatsoever region you opt.
That being said, there’s still a gain to hosting your website comparatively close to your target viewers. The influence of SEO, in this case, is more on the speed instead of the identification of an area, because the page loading speed is an important ranking factor for search engines.
3. Webmaster Tools
When auto-detection fails, you can also use manual methods to inform your website's search engines. One of these is Webmaster Tools, a set of tools offered by Google and other search engines where you can specify languages and geographical locations for every page.
4. hreflang tags
Another guide way to inform search engines about your website’s language and area versions is by using hreflang tags. These tags report to the search engine which one of the alternative versions of your website should help for various languages. For example, for Spanish, the hreflang tag will show “Es” (the code for Spanish) followed by the webpage version ending in “/Es/”.
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