Multilingual SEO for retail businesses

According to recent research by RetailMeNot and the Centre for Retail Research, global online retail figures continue to climb. So with so many online retail companies competing for a bite of the cherry, organic Search Engine Optimisation (SEO) is becoming increasingly important. Without a solid SEO strategy, your customers will struggle to find you amongst the vast sea of online web pages and content.

Recent retail trends

We all do it; regularly go online to read product reviews before we commit to buying anything. This is a global trend, so it’s vital to ensure that all of your online content is easily searchable for each of your locales, and most importantly for each of your customer’s preferred languages. Only then will your buyer be enticed into making that all important purchase.

The above table shows a significant increase in online buying in Germany, France and Poland. Is your website optimised to cater to your customers in these markets? You need to ensure you have content that is highly relevant to each of your customer bases in these markets in order to improve your users’ experience, and in turn increase international revenue.

Shopping online

An online retail customer wants to browse, gather information, read reviews, discuss products with their peers, and ultimately make that all important purchase. The days of browsing the shops will never die, but with the online shopping process becoming increasingly easier and more enjoyable, online sales will continue to grow.

A customer’s online journey often begins with search engines such as Google, Bing, Yahoo!, AOL and Baidu. But with so many retail companies competing to reach the top spots on these search engines, how can some companies neglect their multilingual SEO strategy?

How does this translate?

It’s one thing translating your English keyword research into your target languages, but if you really wish to reach your customers overseas, a localised SEO strategy is vital. The keyword “jeans” in English is likely to be fairly similar in France and in Spain, but what about the keywords “drainpipe jeans” or “pencil skirt”? They are unlikely to directly translate into these languages, and will have their own keywords for these terms.

It’s becoming a well-known fact upon marketers that creating content which will appeal to your wider audiences, in their target languages, will no doubt stand you in good stead in the online retail wars. Make sure you get the best possible search engine rankings in all of your target markets.

If you’re struggling to kick-start your multilingual SEO journey, why not read up on our three simple steps to localise your SEO?

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