Why build multilingual links?
Why do international brands need more than just a multilingual site?
A recent study of a million search results in Google showed that the number one factor that correlates with position is backlinks to the page. Google's RankBrain algorithm can also easily tell which language backlinks come from and it's therefore essential that backlinks are in the same language as the page being linked to. A site with hundreds of quality English links, but no French or German links, for example, would rank well in the UK or USA, but not rank well in France or Germany.
Quality links in the form of articles, infographics and your social media profiles will be the first contact some customers have with your business. For these to be effective, you need to win your customer’s trust, convince them that you understand their needs and explain how your product or service meets those needs and you need to start this process before they arrive on your site.
Essential site structure tips to get right first
Google also treat hashtags in the URL as part of the same page, so if your page structure is page-1#fr for French pages and page-1#de for German pages, Google will see them as one and the same. This needs fixing before you start your link building campaign.
It’s equally valid to use a sub-folder (e.g. /fr for French, /de for German, etc.) or a separate domain for each language and you might want to view our tips on choosing a multilingual domain name infographic, if you decide to go with separate domain names for each language. Either way, this gives a clear target for each language, with a unique home page for it.
Indigoextra’s international SEO service
Where your website is active in more than one country and more than one language, it’s vital that your international SEO partner is able to provide a truly multilingual link building service. Without the ability to provide multilingual links, you may find that your website does well in one language zone but that this success is not mirrored in other countries, even if the content of your site itself is fluently translated.
Indigoextra’s multilingual link building capability provides a truly international SEO service. Our content writers are native speakers in English, French, German, Dutch, Italian and Spanish and, with original, targeted and well-constructed copy, we are able to ensure that your website reaps the benefits of our highly effective SEO programme in whatever European jurisdiction your company is active.
Indigoextra ensures that the content used for link building is totally original and of the highest calibre in order to ensure that traffic is effectively directed to your website.
We provide the following services:
High Authority Guest Blogs
We will research your industry, write original articles and place them on high authority language specific and relevant blogs, linking back to your site, giving you referral traffic and an SEO boost.
Infographic Design and Marketing
A picture is worth a thousand words and an infographic merges pictures, text and data to educate readers and guide them through the buying process. We will design branded infographics in your chosen language(s) and share them on related blogs and popular social media sites, with a link back to your site.
If you have great content on your site, people are more likely to spontaneously link to it. We will create exciting, image-rich content, promote it and encourage potential customers to share it.
Premium Directory Submissions
We will submit your site to the top country specific directories in Europe, the USA or Canada.
Multilingual Social Media Marketing
We will create (if necessary) and manage social media profiles in each language, writing a healthy mix of content that engages the reader.
International optimisation service providers with a detailed knowledge of the techniques required to deliver real and lasting results are few and far between. If you’re looking for a creative partner with the ability to deliver high quality multilingual content with the benefits of effective international SEO, talk to the team at Indigoextra to see how we can help you.
How to do international link building
We have 10 years' experience in link building in Europe and our service is designed to give you an excellent return on investment, however if you're on a small budget you may need to start by building your own links. If so, we recommend the following:
- Start by creating something worth linking to
Even if you have a brand new website, if you create something worth linking to (called link bait by most SEO companies) then people are far more likely to link to it! Research and write a blog that's interesting and entertaining (if appropriate) and include at least one image per page. Say something unique and meaningful and when doing guest blogging, start by building links to pages that are educational, rather than promotional in nature.
- Translate content into each language
There's no point building links to an English page from German and French sites, for example, for several reasons - visitors are less likely to be interested, it will be harder to gain the links and it's more likely to look like spam to Google. Before building your multilingual links, you have to translate the content you're linking to.
- Search for a keyword per language and look for potential links from the top 100 search results
New business owners often focus on getting a top position with Google for a competitive keyword, however this takes time. It's therefore important not to forget the benefit of referral traffic. Search on Google for a major keyword and whenever you find a directory, site accepting article submissions or other potential spot to gain a free link, make a note of it and approach them. A link from a page that appears on the first page with Google is nearly as good as your own site appearing on the first page with Google.
- Focus on quality over quantity
Make everything you write unique and focus on quality. If you find a directory on the first page that lets you write 300 words, then write 290-300 words about your company and write it well! Include as many images as possible, particularly where you're selling something visual (a product, holiday accommodation, etc.) Google penalise sites that have manipulative backlinks and link building packages that include 100's of links are very unlikely to help. A single top quality link is worth more than any number of low quality links.
- Submit to directories
There are plenty of directories in each country, to find them simply enter a keyword + directory (or "annuaire" in French, etc.) These are an easy place to start your multilingual SEO and to build links to your home page. By including a keyword in your search, you're more likely to find relevant, niche directories.
- Offer to write content for guest blogs
Don't feel you need to offer a link exchange or pay for guest blogs. If you write a quality (there's that word again!) article, then webmasters with relevant blogs will consider adding it to their site.
- Build a multilingual social media presence
Create a page on Facebook, Twitter and Google+ for each language and post 4 or 5 posts minimum to get the ball rolling. At least 2 of these should include a link to a page on your site. Vary these between promotional items and informative links.
- Be patient
The more competitive the keywords you choose the longer it takes to reach those treasured first page spots on Google, so start by aiming for long-tail keywords (short search phrases, rather than one or two words), then gradually focus on more competitive keywords. As you create new links, keep focusing on quality and vary the links sufficiently so they're natural.
The above SEO tips will start to drive international traffic to your site. Link building is a continuous process and as your business takes off, make sure that you or someone else has time to maintain your multilingual link building campaign.