Multilingual SEO: How to Make Sure Your International Guests Find You Online
By Emil Atanassov General Manager, Asia Pacific, Sajan, Inc. | August 31, 2014
You've spent many hours (and not an insignificant amount of money) crafting your hotel website so that it stands apart from your competitors' sites. It has stunning property photos, valuable content for download, video tours, Web-only incentives and strategically chosen and placed keywords. But what good is all of that if travelers residing outside of your home country have no idea that your site-and your hotel-exist?
If a large percentage of those whom you wish to attract to your property can't find you online, you're putting your business at a severe disadvantage. Localizing your hotel website-culturally adapting it-for each of your target audiences is the first step to connecting with Web visitors from other countries. Once you've done this and built a virtual entryway for your worldwide guests to explore your website, you can work toward attracting your key audiences.
In global marketing terms, that critical next step is increasing your digital findability. To do that, you need to explore multilingual SEO and approach it in the right way.
1. Choose Appropriate Keywords for Your Locales
A lot of hotel brands simply accumulate organic links and wait for SEO benefits to roll in-but this is a slow process. Strategic, locale-specific keyword selection and implementation is a much quicker way to boost your website rankings in each of your target countries.
It greatly helps to begin thinking about multilingual SEO as soon as possible, especially since identifying keywords for each country ideally happens before content translation. Simply translating your website's identified keywords precisely, word for word, into the target language won't be enough. That's because residents of India, for example, will search on different keywords to find your hotel than folks in Russia. You need to cater to those search preferences appropriately.
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