Multilingual SEO Copywriting

Multilingual SEO Lexical Divergences in Copywriting

We have asked our multilingual copywriters at International SEO to give us an insight into the difficulties encountered when writing international copy in a variety of languages:

Hispanic Language:

Historical events have ensured that the Hispanic language is very widely spoken across a number of countries including Spain, Latin America and even the Philippines. As a result, the Hispanic language boasts a high number of lexical differences that inevitably pose problems for multilingual copywriters when optimising a website for global SEO.

Whereas a Spaniard from Spain is likely to call a computer un ordenador, a Latin American living in Argentina for example is more inclined to call it una computadora. In a similar manner, what is a frigorfico(fridge) in Spain is considered a heladera in Uruguay and while the Spanish word for suitcase is maleta the South American word for it is valija.

When it comes to multilingual search engine optimisation, copywriters must be aware of all lexical differences in order to produce culturally relevant content tailored to the targeted market. What use would it be to market a fridge as una heladera for a Spanish market whom are more likely to search for un frigorfico via their local search engine?

Italian Language:

Accents pose a constant problem for International SEO projects. First of all, accents can neither be used in domain names nor in email addresses. To a non linguist this may not appear to cause such a big problem; to our experts in multilingual SEO however, the omission of an accent could drastically change the meaning of the term.

To give you an example, the word for casino in Italian is casin. If one were to remove the accent, the new word would be casino meaning a mess or a brothel. When it comes to writing international copy in a variety of languages, paying particular attention to the accents is essential. Because an Italian person searching for an online casino is more likely to type the word into Google with the accent than without, cultural and linguistic knowledge constitutes a valuable piece of information when optimising a website for international SEO.

English Language:

Although globalisation has played a role in narrowing the gap between British English and American English, lexical differences between the two languages still prevail. Although both English and American people are aware of the fact that football and soccer are in fact the same thing, just as pavement and sidewalk are, when it comes to writing international copy it is what someone would search for in their local search engine that counts. If an American internet user is more likely to search for cookie or candy, what use is it to market your confectionary business in the US using keywords such as biscuit and sweets?

For multilingual search engine optimisation, it is therefore highly essential to be aware of these lexical and linguistic differences between the two variations of the English language in order to ensure that you have the best possible chance of ranking highly within local search engines and of converting your marketing efforts into sales.

Our experts in multilingual search engine optimisation at International SEO make use of their linguistic and cultural expertise to create culturally relevant copy tailored to the targeted market.

French Language:

French is another language which is widely spoken and is subsequently subject to the lexical divergences that have evolved through history in various countries. One characteristic distinguishing Canadian French spoken in the region of Quebec from European French spoken in France for example, is the greater use of anglicisism. Canadians are far more likely to call a car a char rather than voiture and are more inclined to refer to beans as bines rather than as haricots.

Our experts in multilingual SEO are fully aware of these linguistic and lexical differences and make use of their expertise to produce culturally relevant multilingual content that is guaranteed to send the right message to the right audience.

The key to international search engine optimisation is having a localised approach. In order to convert your marketing efforts into global sales you must ensure that your SEO strategy is focused on increasing your online visibility within the local search engines by using the appropriate keywords and phrases for the particular local market.

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