Google’s Martin Splitt Shares 3 SEO Tips For Multilingual Sites

Introduction

Managing a multilingual website can be complex, but it is essential for businesses looking to expand their global reach. Google’s Martin Splitt, a key figure from the Google Search team, recently shared 3 SEO tips for multilingual website in a YouTube video on Google Search Central. His advice touches on vital SEO strategies for multilingual sites, specifically focusing on website structure, hreflang attributes, and language selection.

Website Structure for Multilingual SEO

The structure of your multilingual website plays a key role in how search engines interpret and rank your site. Splitt identifies three primary ways to structure websites for international audiences:

• Local Top-Level Domains (TLDs)
• Subdomains
• Subdirectories

Each of these approaches comes with its own set of pros and cons, and Splitt advises site owners to choose the method that best suits their business needs.

Pros and Cons of Each Approach:

• Local TLDs offer a strong geo-targeting signal but may require more resources to manage.
• Subdomains are easier to manage but may not offer the same level of localization as TLDs.
• Subdirectories are cost-effective and easier to manage under one domain, but they might not provide as clear a localization signal to search engines.

By picking the right structure, you will ensure that your website targets the appropriate international audience and optimises its search engine rankings in different regions.

Hreflang Attributes for Language Targeting

The second tip Splitt shares focuses on the use of Hreflang attributes. These attributes tell search engines about the different language versions of your webpages, helping to avoid duplicate content issues and improving the overall user experience.

Best Practices for Hreflang Implementation:

• Use valid language and country code combinations:

  For example, en-US for English (United States) or fr-FR for French (France).

• Link all language variations to each other:

  If you have versions of your site in English, French, and Japanese, make sure each version points to the others.

• Include self-referential links:

  Each language version should also link to itself in the hreflang attributes.

Splitt emphasises the importance of ensuring the attributes are valid and correct. By using valid language and country codes, and by linking all versions together, search engines can properly index and serve the right version of your site to users in different regions.

Hreflang Implementation Methods:

There are three main ways to implement Hreflang:

• HTML tags:

  Place Hreflang attributes in the head section of your webpage.

• HTTP headers:

  Use this method for non-HTML content like PDFs.

• XML sitemaps:

  Add Hreflang attributes in your XML sitemap for large websites.

Proper Hreflang usage ensures that search engines show the correct language version of your site to users, which helps avoid confusion and improves the relevance of your content in different regions.

Language Selection: Let Users Choose

Splitt’s third recommendation is centred around language selection. Instead of automatically redirecting users to a specific language version based on their location or browser settings, he advises giving users the option to choose their preferred language.

Key Recommendations for Language Selection:

• Avoid automatic redirects:

  Redirecting users to a specific language version based on assumptions can lead to a poor user experience. Users might prefer a different language than the one you assume.

• Provide links to different language versions:

  Include clear links or a language selector, allowing users to choose their preferred language manually.

By offering users a choice, you improve their experience and help search engines like Googlebot discover and index different language versions of your site. This approach also avoids the potential pitfalls of incorrectly redirecting users, which can negatively impact efforts of a SEO company.

Quality Over Quantity

In a final bonus tip, Splitt advises against overdoing your international SEO strategy. Instead of trying to support every possible locale and language, focus on regions that are important to your business and that you can support effectively.

Prioritise Key Regions and High-Quality Content:

• Target regions that matter:

  Identify the countries or regions that are essential to your business and ensure you have the resources to support those markets properly.

• Provide high-quality content:

  Rather than offering poorly translated content for multiple regions, ensure that each version of your website is carefully localised and provides value to its target audience.

Focusing on quality over quantity will give your users a better experience and improve your site’s overall performance in global search results.

Why Multilingual SEO Matters

As businesses continue to expand globally, having a strong multilingual SEO strategy is essential for success. Multilingual websites allow you to reach a broader audience, increase your brand’s visibility, and provide a tailored experience for users in different regions.

By following these guidelines from Google’s Martin Splitt, you can:

• Improve your site’s search visibility in international markets.
• Avoid duplicate content issues with proper Hreflang implementation.
• Enhance the user experience by letting visitors choose their preferred language.

Ultimately, internationalisation is not just about translation, it is about optimising your content, structure, and strategy for a global audience. When done correctly, a multilingual site can drive more traffic, increase engagement, and contribute to your business’s growth.

Conclusion

Managing a multilingual website may seem challenging, but by structuring your site correctly, implementing Hreflang attributes properly, and allowing users to choose their preferred language, you can make the process much smoother. Remember Martin Splitt’s final piece of advice, prioritise quality and focus on regions that matter to your business. This approach will ensure your multilingual website not only performs well in search results but also provides a positive, localised experience for your users.