Until the recent past, you could count on one hand the number of companies that really cared to adapt their websites for foreign markets. Even the people who opted to do so were not serious enough with their efforts; they only embarked on a translation of their English copy to the local language and commenced business transactions.

They were not substantially motivated to structure better-sophisticated and customized offerings. Since the companies doing it were just a handful, no Google rankings and e-business competition existed. However, the story has changed.

While in the past, website localization was only affordable (in terms of time and strategic resources) to the big players, now, even the smallest retail businesses are taking advantage of the internet’s global influence to expand their business - and thence to generate streams of revenue from all around the world.

Here are the major steps to achieving multilingual SEO success.

• Better MSEO is achieved via better translation choices

In the simplest term, to achieve success, there is the need for businesses to employ information generated in the course of language SEO campaigns, and integrate such information to function in global markets. With increase in competition, and growth in international revenue, companies should cross to the next stage with the optimization and localization of websites. It does not matter if a company already has its website offered in multiple languages, or is just at the first step of doing so. The most important thing about investing in MSEO is to have an insight into the greater scope of online visibility in a shorter span of time, and on being aware of the return-on-investment in the long term.

• Proper choice of keyword

Whether it is the proper choice of keyword or copy optimization, the most important thing is that words featured on your business website represent virtual shop sign for visitors and prospective customers. Therefore, you must select phrases and words that best portray your business, your offerings and on why a customer should choose you - this is very necessary as a player in foreign markets. The first thing is to validate keyword choices prior to going live in different languages.

• Apt words for the proper markets at the right time

Relying on machine translation is hazardous when it comes to getting the right words for the right markets. Skilful translation of original words cannot be achieved with machines. It is sometimes better not to have any translation at all. There are lots of subtleties in translation of words which, machines ought not to recognize. For instance, a machine may give you a seemingly exciting keyword like ‘refreshing’ as a better keyword replacement for drink in the English language. However, refreshing may mean something unpleasant when translated in a different language. This can severely mar a campaign effort.

• Allow your visitors to make their choice of language since they know what suits them best

It is also not good to embark on automatic redirect to certain language sites. In most cases, it is better to use a dropdown language menu. Someone who lives in France may prefer English language to French; so, automatically redirecting such people to French translation could frustrate them and eventually discourage them from exploring your information.

• It is SEO now and SEO always

Multilingual website development should not be done in an unprepared manner. Also, before you ever think of going live in different languages, your website must be fully optimized for SEO. Don’t even be tempted to go live and return later to work on the SEO aspect of the site, it does not work that way!

• Also, consider translating a picture that is valuable

Companies tend to ignore information-conveying images when considering techniques for localizing websites.

Indeed, it pays off well to globalize and localize e-business. However, the rewards do not come without proper efforts on well planned website development and design strategies.