25 Challenges and Solutions for Multilingual SEO

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    25 Challenges and Solutions for Multilingual SEO

    Navigating the complexities of multilingual SEO presents unique challenges for businesses expanding globally. This comprehensive guide explores 25 key topics, from implementing hreflang tags to adapting content for cultural search behaviors. Drawing on insights from industry experts, the article offers practical solutions to overcome common hurdles and optimize your international SEO strategy.

    • Implement Hreflang Tags for Language Targeting
    • Localize Content Beyond Simple Translation
    • Conduct Region-Specific Keyword Research
    • Structure URLs for Multilingual Success
    • Overcome Hreflang Implementation Challenges
    • Adapt Content to Cultural Search Behaviors
    • Balance Technical and Cultural SEO Aspects
    • Resolve Language-Specific Keyword Cannibalization Issues
    • Leverage Native Speakers for Authentic Content
    • Separate Language Versions with Subdirectories
    • Prioritize Intent-Driven Localization Over Translation
    • Use Automation Tools for Multilingual SEO
    • Choose Between HREFLANG Tags or Separate Domains
    • Restructure URLs to Resolve Ranking Conflicts
    • Establish Reliable SEO Monitoring Systems
    • Implement Proper Structure and Hreflang Tags
    • Manage Regional Content Variations Effectively
    • Focus on Site Structure and Language Targeting
    • Create Translation Matrix for Efficient Changes
    • Ensure Authentic and Culturally Relevant Content
    • Rebuild Content Strategy with Local Expertise
    • Optimize Technical Setup for International SEO
    • Address Cultural Nuances in Financial Content
    • Implement Language-Specific Sitemaps and Monitoring
    • Avoid Direct Translations for Keyword Strategy

    Implement Hreflang Tags for Language Targeting

    When we took on a client expanding their SaaS product into Spain, Germany, and Brazil, I thought, "How difficult could it be?" Translate the site, implement the same SEO strategies, and it's complete.

    I made a mistake.

    The Challenge:

    The primary challenge we faced was the presence of duplicate content and cannibalization in different languages.

    Even after translating the pages, search engines seemed to be perplexed. Certain English content achieved rankings in Spain, while some Spanish content failed to index completely, leading to a decline in traffic across all regions. We came to understand that we weren't

    enhancing the search experience based on language and region; we were merely translating and wishing for positive outcomes.

    The Fix: Technical + Human Approach

    1. Implemented Hreflang Tags Properly

    This marked a significant change.

    Hreflang annotations were added for each page variant (e.g., en-us, es-es, de-de, pt-br), ensuring they correctly point back to their respective language versions.

    Bonus Tip: We utilized a tool such as Screaming Frog to evaluate our hreflang tags throughout the site. That identified discrepancies we might have overlooked manually.

    2. Avoided Direct Translations

    We collaborated with native-speaking copywriters rather than depending on tools. What is the reason? SEO goes beyond mere language; it focuses on local intent.

    For instance, someone from Germany looking for "project management tools" used somewhat different terminology and faced distinct challenges compared to those in Brazil. A blog post originally crafted for the U.S. audience was thoroughly restructured for the German market,

    ultimately achieving a #2 ranking for a high-intent local keyword.

    3. Localized Keyword Research

    We ceased to believe that keywords have a straightforward translation. We carried out keyword research tailored to specific regions by utilizing tools such as Ahrefs and Semrush, along with Google Trends for each area.

    The Outcome:

    After these changes, our client saw:

    1. A 62% increase in organic traffic from Spanish-speaking countries

    2. A twofold increase in leads from Germany in just three months

    3. Bounce rates decreased on all non-English pages

    Multilingual SEO focuses on fostering trust among diverse cultures rather than merely replicating content. It is essential to have technical accuracy while also understanding the diverse ways in which various audiences search, communicate, and interact.

    Localize Content Beyond Simple Translation

    My approach to effective multilingual SEO starts with a solid technical foundation. One of the key elements is establishing a clear URL structure--typically using subdirectories such as example.com/es for Spanish content. This structure helps search engines easily identify and organize content by language.

    Another essential component is the implementation of hreflang tags. These can be applied directly in the HTML, through XML sitemaps, or via HTTP headers. The goal is to signal the correct language or regional page variants to search engines, which helps avoid duplicate content issues and ensures accurate geographic and language targeting.

    One challenge I encountered was the widespread presence of hreflang errors across multiple language versions of the site. In many cases, incorrect or missing return tags led to Google indexing the wrong language version for users. This not only impacted the user experience but also negatively affected conversion rates.

    To address this, my team and I conducted a thorough site audit using data from Google Analytics and Google Search Console. The audit revealed inconsistencies and manual implementation issues that were difficult to maintain at scale.

    As a solution, we transitioned from manually tagging individual pages to dynamically generating hreflang tags within the XML sitemaps. This centralized and automated approach drastically reduced errors, ensured consistency across all pages, and allowed us to swiftly resolve indexing problems.

    Mei Ping Mak
    Mei Ping MakDirector of SEO and Web, Weave Asia

    Conduct Region-Specific Keyword Research

    The main challenge with multilingual SEO is the sheer volume of content that needs translating. By identifying what content to translate and optimizing the translation, you will significantly increase your ROI.

    Google ranks AI-translated content substantially worse than manually translated content. There's also a risk that if you just let AI translate content, there will be embarrassing mistakes. I therefore recommend working with qualified, native-speaking translators.

    The home page, plus product and service pages obviously need to be included in your multilingual site. It's when you get to your blog that considerable time savings can be found. If your business has been writing a blog over a period of years, it might have hundreds or even thousands of posts.

    Start by looking at traffic in Google Analytics over the last three months. Review the number of page views and conversions and decide on minimal values required that justify translating them, as a post in one language is likely to do well in another. Check any posts that fall below this threshold to be sure that they haven't just been published or are seasonal. You wouldn't get many visits to a page on "Which gloves keep you warmest?" in the middle of summer, for example.

    Having identified what to translate, build a translation dictionary. This involves keyword research to identify high-traffic keywords in your target language, then matching these with terms in the target language.

    For example, imagine you sell sci-fi books. In the US, "science fiction" and "sci-fi" are used fairly interchangeably. While you might hear "sci-fi" in France, only 20 people a month search for "livre sci-fi", whereas almost 100 times this search for "livre science fiction". The second choice would therefore be the one to use in your French translation.

    By creating a high-quality translation, targeting pages with plenty of traffic, and optimizing multilingual pages using a translation dictionary, you will have the most success with multilingual SEO for the least time investment.

    Martin Woods
    Martin WoodsFounder and SEO Director, Indigoextra Ltd.

    Structure URLs for Multilingual Success

    Managing a multilingual website requires careful planning to ensure each language version is properly optimized. One of the first steps is structuring your URLs, whether through subdirectories, subdomains, or country-specific domains; subdirectories are the easiest to manage.

    Hreflang tags are crucial for guiding search engines to show the right version of a page to the appropriate audience. These tags help prevent issues with duplicate content and assist search engines in understanding which page corresponds to each language and region.

    Keyword research should be conducted separately for each language, as direct translations may not capture local search intent. It's also important to localize content, not just translate it, adjusting for cultural differences and preferences.

    A challenge I've faced is ensuring correct hreflang tag implementation. Incorrect tags can lead to search engines showing the wrong language version or ignoring the tags altogether. I addressed this issue by using Ahrefs to check for errors, setting up fallback options for pages without direct translations, and regularly monitoring the site through Google Search Console to check for further issues.

    Overcome Hreflang Implementation Challenges

    Handling SEO for a multilingual website is akin to conducting a symphony with instruments from around the world. You must ensure each language's page harmonizes with the others while hitting the right notes for its specific audience. The challenge isn't just about translating words; it's about translating intent and cultural nuances. You are essentially building separate SEO campaigns for each language.

    One major hurdle I recall involved dealing with hreflang tags. These tags inform search engines which language and region each page targets. If implemented incorrectly, you're facing a mess of misdirected traffic and confused search engines. We had a site where the tags were implemented, but there were inconsistencies between the site's structure and the tags. Some pages were pointing to incorrect language versions, and others were missing tags altogether.

    To rectify this, we conducted a full audit of every language page, cross-referencing the site's structure with the hreflang implementation. We created a detailed spreadsheet mapping each page to its correct language and region, then systematically corrected the tags. It was a painstaking process, but it ensured each language version was properly indexed and served to the right audience. You must be meticulous with the details; otherwise, your global audience might never find you.

    Adapt Content to Cultural Search Behaviors

    When approaching SEO for a multilingual website, I focus first on proper site structure using hreflang tags to signal language and regional targeting to search engines. One challenge I faced was duplicate content issues between English and Spanish pages that were nearly identical in structure. Google began indexing only one version, which severely limited our organic visibility in Spanish-speaking markets.

    To overcome this, I rewrote and localized content—not just translating, but adapting headlines, examples, and cultural references to resonate with Spanish-speaking users. I also ensured that each language had its own dedicated URL structure (e.g., /en/ and /es/), and set up language-specific sitemaps. After reindexing, we saw a 40% increase in organic traffic from Latin America within three months. The key is to treat each language as its own market, both technically and contextually.

    Balance Technical and Cultural SEO Aspects

    Managing SEO for a multilingual website quickly revealed its complexities. One of the toughest hurdles I faced was ensuring users landed on the correct language version of the site through hreflang tags.

    Initially, I thought it would be straightforward, but there were repeated instances where users in certain regions were redirected to pages in the wrong language. This led to confusion and frustration, which was reflected in higher bounce rates.

    Resolving this required a more hands-on approach. I mapped out each page and carefully implemented hreflang tags, linking each language version to its region. This process also made me realize that direct translations weren't enough.

    For one specific region, we revamped the content entirely to align with cultural nuances and local search phrases. Seeking input from native speakers proved invaluable, as it shaped a more authentic experience for users.

    Tackling both aspects was key to improving the website's performance globally.

    Evgeni Asenov
    Evgeni AsenovSEO & Content Lead, Resume Mentor

    Resolve Language-Specific Keyword Cannibalization Issues

    Cultural adaptation is more effective than direct translation for achieving multilingual SEO success.

    I strongly believe that most international websites underperform because they simply translate words without adapting to cultural context and search behavior.

    Our marketing agency encountered this challenge with a client who was expanding into German-speaking markets.

    Their initially translated content performed poorly despite technical optimization. Our breakthrough came when we realized that Germans searched for their service category using entirely different terminology than the direct translation suggested.

    We rebuilt their German content around locally-researched keywords and cultural references, resulting in a 62% increase in organic traffic. What worked in English markets simply didn't match how German prospects searched, even when perfectly translated.

    The implementation required partnering with native speakers who understood both the industry and local search habits. They identified concepts that needed complete reworking rather than translation to resonate with the target audience.

    Language differences go far beyond vocabulary. When you build content around local search behavior rather than translated terms, you connect with international audiences on their own terms.

    Leverage Native Speakers for Authentic Content

    Approaching SEO for a multilingual website starts with one critical principle: don't just translate--localize. Each language version must feel native, not only in tone but also in keyword strategy, user behavior, and cultural context. We begin by setting up proper hreflang tags to signal search engines which version to show to which audience, avoiding duplicate content issues and ensuring geo-targeting is accurate.

    One challenge I faced was when a client's Spanish version of their site was underperforming in Latin America, despite being technically optimized. The issue? The content was translated for Spain's dialect and missed regional search behavior. For instance, the term "ordenador" (computer) was used instead of "computadora"--a subtle difference, but a huge impact on local SEO.

    We resolved this by conducting region-specific keyword research, rebuilding the content with local linguists, and separating Latin American and Spain versions with distinct hreflang targeting. Within two months, organic traffic from LATAM markets increased by 40%.

    Today, success in multilingual SEO is about intent-driven localization, not direct translation. Combine that with clean site architecture, localized backlink strategies, and cultural UX testing--and you create a truly optimized global presence that performs. SEO is global, but the approach should always be local.

    Kumar Abhinav
    Kumar AbhinavSenior Link Building Analyst, Mavlers

    Separate Language Versions with Subdirectories

    Optimizing SEO for a multilingual website requires a strategic balance of technical precision and localized relevance. The objective is to ensure search engines can efficiently crawl and index each language version while delivering a seamless, culturally resonant user experience to a global audience.

    Key Strategies for Multilingual SEO

    1. Hreflang Tags: Proper implementation of hreflang attributes signals the intended language and regional audience, preventing duplicate content issues and ensuring the correct version appears in search results.

    2. Localized Keyword Research: Direct translations often miss local search intent. Native-level keyword research ensures alignment with how users actually search in different regions.

    3. Separate URLs per Language: Using language-specific subdirectories (e.g., /en/, /fr/) helps with better indexing, analytics tracking, and scalability.

    4. Geo-Targeting in Google Search Console: Setting geographic targets for each language version improves visibility in region-specific SERPs.

    Challenge Faced: Keyword Cannibalization Across Languages

    One major challenge I encountered was keyword cannibalization between the English and Spanish versions of medical service pages. Similar content caused confusion for Google, weakening the visibility of both pages.

    Solution

    We conducted a detailed content audit and implemented the following:

    1. Optimized meta titles and headers using distinct, region-specific keywords.

    2. Properly configured hreflang and canonical tags to clarify page intent.

    3. Rewrote overlapping content to reflect unique cultural and medical nuances (e.g., "heartburn" in English vs. "acidez" in Spanish).

    This resulted in improved clarity for search engines, reduced bounce rates, and a 37% increase in organic traffic from Spanish-speaking regions within three months.

    Prioritize Intent-Driven Localization Over Translation

    I would say that proper hreflang implementation made all the difference in our multilingual SEO efforts. I'm absolutely confident that most failed international SEO strategies stem from technical issues rather than content quality.

    We faced a major challenge with a client targeting both English and Spanish markets - their traffic was dropping because Google was showing Spanish content to English searchers and vice versa.

    The culprit was missing hreflang tags and a subdirectory structure that confused search engines about language relationships.

    We restructured their site with clear language indicators in the URL paths and implemented comprehensive hreflang tags mapping the relationship between equivalent pages.

    Within two months, their organic traffic increased by 34% as search engines started serving the right language content to the right audiences.

    The key insight was realizing that search engines need explicit guidance about language relationships - they can't reliably figure it out on their own.

    Proper technical implementation must come before content optimization.

    International SEO fails when you assume search engines understand your site structure intuitively.

    When you explicitly map language relationships, visibility improves across all target markets.

    Aaron Whittaker
    Aaron WhittakerVP of Demand Generation & Marketing, Thrive Digital Marketing Agency

    Use Automation Tools for Multilingual SEO

    One thing I've learned managing content at scale: multilingual SEO isn't just about translation—it's about intent. We encountered an issue where Spanish pages were ranking for U.S. traffic but not in Latin American markets. It turned out that our hreflang tags were incorrect, and the localized content wasn't matching real search behavior in those regions.

    We fixed it by conducting keyword research country by country (not just by language) and working with native speakers to rewrite headlines and meta descriptions—not just translate them. This approach gave us the lift we needed in the right markets. Always treat each language as its own SEO strategy, not a copy-paste solution.

    Natalia Lavrenenko
    Natalia LavrenenkoUGC manager/Marketing manager, Rathly

    Choose Between HREFLANG Tags or Separate Domains

    In my experience working with multilingual websites in English and Indic languages like Hindi and Marathi, my SEO approach focused on solid fundamentals: using hreflang tags correctly, preferring subdirectories over subdomains, localizing internal links and sitemaps, ensuring cultural relevance, and monitoring performance using GSC and SEO tools.

    One challenge I frequently encountered was keyword research. Indic languages often lack reliable search volume data, especially for pure Hindi or Marathi terms. To overcome this, I leaned into 'Hinglish' keywords -- a mix of Hindi and English, which more accurately reflected how users search in these markets. We also created keyword clusters that captured English queries with regional language intent, helping to bridge the gap between search behavior and content delivery.

    Content duplication was another major consideration. While translating high-performing content between languages can be effective, it's easy to unintentionally duplicate themes. We built editorial processes to ensure content was adapted rather than just translated, maintaining uniqueness and SEO value across languages.

    For better tracking and analysis, we used different article ID systems for each language, and to avoid cross-linking issues, we kept CMS structures separate per language. This helped keep each content silo clean and optimized.

    Restructure URLs to Resolve Ranking Conflicts

    We treat multilingual SEO as a mix of technical setup and cultural adaptation. One challenge we encountered was a client using identical URLs for different language versions—essentially, swapping content without signaling it to search engines. This confused Google and hurt visibility across all versions. We solved it by creating dedicated subdirectories for each language (like /en/ and /es/), adding hreflang tags, and ensuring each page was localized, not just translated. The result? Clearer indexing, better rankings, and higher engagement from each regional audience. Multilingual SEO isn't just about language—it's about structure and strategy.

    Justin Belmont
    Justin BelmontFounder & CEO, Prose

    Establish Reliable SEO Monitoring Systems

    One challenge we faced with SEO on a multilingual site was duplicate content hurting our rankings. We were translating content across languages, but search engines started treating those pages as separate versions of the same thing. That led to confusion in indexing and lost traffic.

    What helped were two things: First, we got our hreflang tags right. That alone made a big difference in helping search engines understand which version belonged to which region. Second, and more importantly, long-term, we stopped just translating content and started building language-specific strategies.

    Our Spanish version, for example, wasn't just a copy of our English blog. We rewrote examples, adjusted tone, and picked topics that mattered more in that market. That gave us better engagement and solved the SEO duplication issue.

    We also kept the tech side tight, separate URLs for each language, proper sitemaps, and internal links that stayed within the same language version.

    Vikrant Bhalodia
    Vikrant BhalodiaHead of Marketing & People Ops, WeblineIndia

    Implement Proper Structure and Hreflang Tags

    Navigating the complexities of multilingual SEO demands a strategic, nuanced approach, far beyond mere translation. The cornerstone lies in establishing a robust, crawlable architecture that treats each language iteration as a distinct entity. This necessitates meticulous implementation of hreflang tags, signaling precise language and regional targeting to search engines, and ensuring content resonates authentically with local audiences.

    Previously, a persistent challenge involved equitable indexing across all language versions, resulting in visibility disparities across regions. This hurdle was surmounted through a collaborative effort with a dedicated IT team, focusing on technical optimization. This included rigorous hreflang validation, a clear and consistent URL structure (subdirectories or separate domains), and meticulous server configuration to guarantee each language version's independent accessibility.

    Engaging a web development partner with specialized expertise in multilingual SEO proves invaluable. They can architect a scalable solution, seamlessly integrating multiple languages within the site's framework. On the digital marketing front, they refine content for local search engines and execute targeted campaigns, driving visibility within each designated region. Leveraging automation tools streamlines SEO processes, minimizing errors and enhancing efficiency—a crucial factor when managing the intricate demands of a multilingual website. This holistic, technically sound, and culturally sensitive approach ensures consistent, optimized performance across all language versions.

    Inali Patel
    Inali PatelDigital Marketing Specialist, Tech NewsCast

    Manage Regional Content Variations Effectively

    There are two methods for this, and the choice varies per client. You can have a website that changes languages using HREFLANG tags, or you can have a different domain for each site.

    Both can work, but personally, I don't like having one site using too many languages because it can get complicated very quickly. Also, if you have had success in one country and want to move into another, implementing HREFLANG tags requires you to completely change your website, and usually your URL structure too - which can have disastrous effects on your SEO rankings. It's simply too risky.

    My preferred option is usually to have separate domains for each country/language with a local domain extension. People then instantly connect with the website a bit more and know it's local, and you can more easily target the SEO to this language and country. The downside is that you have to build up domain authority from scratch for this site, but the upside is that it doesn't drag down your existing website in the country which gave you initial success.

    I also look at websites with huge research teams and budgets like Amazon, who do things this way with separate domains, and think if it's good enough for them, then this is probably the best way to do it.

    Dan Lacey
    Dan LaceySEO Specialist, DanLacey

    Focus on Site Structure and Language Targeting

    URL structure decisions can significantly impact multilingual SEO success.

    While managing a global e-commerce site's expansion, we discovered that our initial subdirectory approach (/en/, /fr/, /de/) created unexpected ranking conflicts between language versions. Google was struggling to determine which version to show in which regions, despite our hreflang implementation.

    The solution came from restructuring to market-specific subdomains (us.domain.com, fr.domain.com) while maintaining consistent URL paths across languages. This approach created clearer separation between versions while preserving our internal linking structure.

    Within three months of implementation, we saw significant ranking improvements in local search results across all markets. The key insight was recognizing that Google treats subdomains as more distinctly separate properties than subdirectories, which helped resolve the cannibalization issues.

    For any multilingual site, I strongly recommend evaluating your URL structure strategy based on your specific internationalization needs rather than following generic best practices.

    Create Translation Matrix for Efficient Changes

    We believe that following SEO trends isn't about chasing every Google update. Instead, it's about building reliable systems. For example, we found that combining just three resources gives us 90% of what we need: the Search Engine Roundtable blog for daily changes, a private Slack channel with eight other agency owners to compare notes, and our own client data trends. When Google recently rolled out the helpful content update, we noticed our clients in the health sector took a 12% hit initially but recovered within three weeks because we were watching the right metrics.

    At SocialSellinator, we recommend anyone start with a simple weekly ritual: spend 30 minutes every Monday reviewing your top 20 keywords and set up basic rank tracking for competitors. This isn't groundbreaking stuff, but consistency beats fancy tools every time. We missed an algorithm change last summer while testing a new monitoring platform, and it taught us that reliable basics outperform shiny objects.

    Jock Breitwieser
    Jock BreitwieserDigital Marketing Strategist, SocialSellinator

    Ensure Authentic and Culturally Relevant Content

    Start with proper structure:

    Use subdirectories (e.g., /fr/, /es/) or subdomains (e.g., fr.example.com) to separate language versions. I usually recommend subdirectories—they're easier to manage and consolidate domain authority.

    Implement hreflang tags:

    These tags help Google serve the correct language or regional version of a page in search results. I double-check the syntax and always test with tools like Google's Search Console or technical SEO tools.

    Translate for humans, not just keywords:

    Machine translations won't suffice. I work with native speakers or professional translators to ensure the message and tone are culturally appropriate.

    Avoid duplicate content:

    If the only difference between two pages is language, that's acceptable if hreflang is in place. However, avoid copy-pasting English pages into other languages with zero adaptation—that's detrimental to users and search engines.

    Joe Hall
    Joe HallSEO Consultant, Hall Analysis

    Rebuild Content Strategy with Local Expertise

    Optimizing a multilingual website for SEO requires careful planning and strategic execution to ensure that all language versions of the site are effectively indexed and ranked by search engines. One of the primary tasks is to implement hreflang tags, which signal to search engines the relationship between web pages in different languages. This helps prevent issues related to duplicate content and enhances user experience by directing them to the version of the site that matches their language preferences.

    One challenge I encountered while working on a multilingual website was managing the SEO for content variations specific to different regions. For instance, a page targeting users in the UK had slight variations compared to a page for Australian users. Maintaining the distinctiveness, yet ensuring coherent SEO strategies across these pages, required meticulous attention. We overcame this by using dedicated URLs for each region's page and meticulously applying hreflang tags along with country-specific meta tags. This improved both the search engine rankings and the user experience by directing visitors to the most appropriate version of the site based on their location. This demonstrates that with the right technical application and understanding of SEO practices, one can efficiently manage a multilingual website's SEO needs.

    Optimize Technical Setup for International SEO

    When approaching SEO for a multilingual website, my focus starts with ensuring proper site structure and language targeting. I typically use subdirectories (e.g., /en/, /fr/, /de/) instead of subdomains, as they tend to perform better for consolidating SEO authority under one root domain. I also implement hreflang tags to signal to search engines which language and regional version of a page should be shown to specific users, helping to prevent duplicate content issues and improving the user experience across regions.

    One of the biggest challenges I faced was maintaining consistent keyword intent across languages. Literal translations often fail because search intent can vary significantly between cultures, even if the topic is the same. For example, a direct translation of a high-performing English keyword into Spanish led to low engagement because it didn't align with how users in that region actually searched. To fix this, we collaborated with native-speaking SEO specialists and used local keyword research tools to identify terms with strong regional intent. This led to improved rankings and engagement in the local SERPs.

    Another key part of the strategy was ensuring that technical SEO and on-page optimization (like title tags, meta descriptions, and internal linking) were consistently implemented across all versions of the site. We also set up language-specific sitemaps and monitored Google Search Console by region to spot crawl issues or performance gaps.

    The payoff was significant: bounce rates dropped, and organic traffic from international markets grew steadily. Multilingual SEO isn't just about translation; it's about localization, intent, and structure working together.

    If you are including only one link, I would appreciate it if you could link to my company's website instead of my LinkedIn profile.

    Address Cultural Nuances in Financial Content

    First and foremost, ensure that all the hreflang tags are implemented correctly.

    Without proper implementation, no amount of translation will help combat indexation issues that are inherent to multilingual SEO.

    Implement all the reciprocal tags, create the sitemaps, and monitor the index. From there, plan your translations.

    When translating content, create a translation matrix for specific words and phrases. This facilitates applying changes in bulk. This could be as simple as converting American English to British English.

    One common challenge I encounter with international SEO is the technical setup itself. In some cases, you need DNS verification across multiple subdomains, sitemap creation, and then indexation monitoring.

    In one notable case, not every page had a one-to-one international counterpart, meaning the Australian site had MORE pages than its Chinese counterpart. In this situation, applying a blanket hreflang tag on every Australian page causes broken links to non-existent Chinese URL variants. Be sure to double-check if this might be the case, as you'll need a more nuanced approach.

    Implement Language-Specific Sitemaps and Monitoring

    SEO for a multilingual website requires careful planning to ensure each language version serves its audience effectively. My approach has always centered on ensuring each language feels authentic and culturally relevant, not just a direct translation.

    Early on, I learned that simply translating keywords from one language to another didn't produce the same results. Audiences in different regions often search for the same concept in entirely different ways, which taught me to prioritize local keyword research for each language version.

    One challenge I faced was implementing hreflang tags correctly. When I first added them to a site, I made the mistake of pointing pages to the wrong language versions, which confused search engines and caused ranking issues.

    It was frustrating to see traffic drop, but diving into documentation and running audits helped me fix the problem. Once the hreflang setup was properly configured, each language version started ranking better in its local market.

    Small technical mistakes can disrupt an entire strategy, but solving them reinforced how paying attention to details can create significant improvements.

    Avoid Direct Translations for Keyword Strategy

    The most significant multilingual SEO challenge I encountered was not technical but content-related.

    When expanding a financial services website into Spanish-speaking markets, we initially directly translated our high-performing English content. Despite proper technical implementation, these pages performed poorly in local search results.

    Our breakthrough came from collaborating with native-speaking SEO specialists who identified that our direct translations missed crucial cultural and linguistic nuances. Search behavior differed significantly between markets - Spanish users searched with different terminology and had different primary concerns about financial products compared to English-speaking users.

    We rebuilt our Spanish content strategy from the ground up, conducting local keyword research and competitive analysis rather than assuming our English strategy would transfer. This approach doubled our organic traffic in Spanish-speaking markets within six months.

    The lesson was clear: effective multilingual SEO requires local market expertise beyond just technical implementation or direct translation.

    Matt Harrison
    Matt HarrisonSVP of Product and Client Experience, Authority Builders