The role of content in multilingual SEO

Content strategy: how to build for multilingual audiences & E-E-A-T in multilingual SEO

It’s crucial in today’s world for businesses to master multilingual SEO, especially if you’re aiming to reach a global audience.  To succeed in different regions, you need to do more than just translating content; it demands understanding cultural differences, aligning content with local preferences, and addressing user intent. Additionally, Google’s E-E-A-T (Experience, Expertise, Authority, Trustworthiness) framework requires content to demonstrate value and credibility across all regions.

This guide breaks down the essential steps to create a multilingual content strategy that resonates with diverse audiences while aligning with search engine requirements. You’ll gain the insights needed to thrive globally, from choosing the right content creation method to optimising performance and integrating cultural nuances.

1. Translation, transcreation, or multilingual content creation? Choosing the right approach

One of the first decisions in a multilingual content strategy is determining how to adapt your messaging for international markets. Translation is often the default option, but it’s not always the best approach. To decide between translation, transcreation, or multilingual content creation, consider your audience, content type, and goals.

Translation: accurate but limited

Translation focuses on converting text from one language to another while preserving the original meaning. This is ideal for content where accuracy is paramount, like technical documents, legal texts, or product descriptions. However, it isn’t flexible enough to adapt to cultural nuances or emotional contexts.

Why it’s important: Maintaining consistency in technical accuracy is crucial for credibility in fields like healthcare, technology, or finance.

Example: Translating a smartphone manual makes sure all features are accurately described, regardless of the market.

Transcreation: bridging culture and creativity

Transcreation goes beyond translation by creatively adapting content to suit cultural and emotional contexts. It involves reimagining the message, tone, and visuals so it resonates with the target audience. Transcreation is essential for campaigns, advertisements, and other marketing materials where engagement is a top priority.

Why it’s important: Without cultural adaptation, even the best-intentioned marketing campaigns can fall flat or worse, offend the audience.

Example: A sportswear brand’s slogan, “Just do it,” may require cultural adjustment to evoke the same emotions and motivations in non-English-speaking markets.

Multilingual content creation: starting fresh

Sometimes, translation or transcreation isn’t enough. Multilingual content creation involves producing original material specifically tailored to a target market. This is ideal when existing content doesn’t align with local values, trends, or search intent.

Why it’s important: Audiences are more likely to engage with content designed specifically for them.

Example: A blog post about the “Top running trails in Tokyo” would require new, locally relevant content. Translating similar articles from other regions wouldn’t meet user expectations.

2. E-E-A-T principles in multilingual SEO

Google’s emphasis on E-E-A-T (Experience, Expertise, Authority, Trustworthiness) reflects its commitment to delivering high-quality content. For multilingual SEO, embedding these principles helps your content rank well while building credibility and trust with diverse audiences.

Experience: showing you’ve been there

Experience involves demonstrating firsthand knowledge or practical expertise. This might include real-life examples, case studies, or user testimonials.

Why it’s important: Audiences value content that reflects authentic experiences, especially when money is involved.

Example: A travel guide for Spain could feature firsthand accounts of navigating local transport to add depth and reliability.

Expertise: deep knowledge that matters

Expertise is about showing in-depth understanding and knowledge. Collaborating with subject matter experts (SMEs) helps you tailor your content to be more accurate and insightful.

Why it’s important: Expertise reassures users that your content is authoritative and dependable, which is especially critical for YMYL (Your Money, Your Life) topics like health and finance.

Authority: becoming the go-to source

Building authority involves demonstrating your brand’s credibility. This could include highlighting awards, certifications, or partnerships that position your business as a trusted leader.

Why it’s important: In competitive markets, authority helps differentiate your brand and builds long-term loyalty.

Trustworthiness: building user confidence

Trustworthiness is about creating transparent, accurate, and secure content. Elements like HTTPS, clear contact details, and unbiased information helps users trust your business.

Why it’s important: Trust is the foundation of engagement and conversion, especially when users are unfamiliar with your brand.

3. Leveraging subject matter experts (SMEs) for global success

Why SMEs are essential

Creating multilingual, trusted content requires more than linguistic expertise, it demands deep cultural and subject-specific knowledge. SMEs bridge this gap by providing nuanced insights to keep your content accurate, relevant, and impactful.

How SMEs contribute

1. Brand immersion: SMEs immerse themselves in your brand’s voice, values, and audience personas to make sure your tone and messaging is consistent.
2. Content review: SMEs review existing materials to identify areas for improvement or localisation.
3. Competitor analysis: SMEs study competitors to identify content gaps and develop a unique positioning strategy.
4. Digital optimisation: Many SMEs are trained in SEO, social media, and PPC to create content that performs well across platforms.

Example: A cosmetics brand launching in Korea might rely on SMEs to adapt product descriptions so they align with local beauty standards and preferences.

4. Understanding cultural nuances and search intent

Search intent: the key to understanding user needs

Search intent refers to the reason behind a user’s query. According to Google’s Search Quality Evaluator Guidelines, search intent generally falls into three categories:

1. Informational intent: Users seek information or answers to their questions.
   • Example: “What are the benefits of organic skincare?”
2. Transactional intent: Users are ready to take action, like purchasing a product or signing up for a service.
   • Example: “Buy organic skincare products online.”
3. Navigational intent: Users are looking for a specific website or brand.
   • Example: “The Body Shop official website.”

Cultural nuances in search intent

Search behaviour, preferences, and expectations vary widely across cultures. Adapting your content to reflect these nuances makes sure it resonates with your audience.

1. Language variations: Regional differences can impact search terms. For example, “diapers” in the US become “nappies” in the UK.
2. Local priorities: Tailor the messaging in your content to reflect the priorities of each market.
3. Economic and seasonal trends: Identify seasonal spikes or trends in user behaviour using tools like Google Trends.

5. Creating and optimising multilingual content

Step 1: Conduct comprehensive keyword research

Effective multilingual content starts with understanding the search behaviour of your target audience. Keyword research lays the foundation for aligning your content with users’ needs in each region.

Step 2: Develop culturally relevant content

It’s important to create content that speaks to the cultural context of your audience if you want to build trust and engagement. This goes beyond language translation to address cultural norms, preferences, and values.

Step 3: Optimise On-page SEO elements

Tailor metadata, headers, and internal links for local audiences.

Step 4: Implement technical SEO Best Practices

Technical SEO helps your multilingual content index properly and be delivered to the right audience.

Step 5: Monitor and analyse performance

Track metrics like organic traffic, CTR, and conversions to assess impact. Use tools like GA4 and Screaming Frog to refine your strategy.

Content gap analysis can be a good starting point

A content gap analysis identifies missing opportunities in your content strategy by evaluating the effectiveness of existing content and comparing it with competitors. This helps your content meet audience needs and search engine expectations better.

What is a content gap analysis?

• It’s the process of reviewing keywords, content quality, formats, and messaging to identify areas where competitors outperform you or where you lack coverage.
• Example: A business reviews its blog and notices that competitors rank for popular terms like “beginner strength training,” which it hasn’t addressed yet.

Types of content gaps

1. Recency: Content is outdated and needs updating.
   • Example: A tech blog written in 2020 misses recent advancements.
2. Thoroughness: Missing subtopics or thin content.
   • Example: A travel blog discusses Paris landmarks but skips key details like accessibility.
3. Readability: Poorly structured or dense content.
   • Example: Lengthy, unformatted articles with no visuals deter readers.
4. Format: Misaligned content with search intent.
   • Example: A text blog ranks poorly because users prefer video tutorials for the topic.
5. Expertise and experience: Lack of credible expert input or first-hand experience.
   • Example: Product review sites without evidence of actual product use.

Why perform a content gap analysis?

• Stay relevant: Keeps your content up-to-date with user preferences and industry trends.
• Meet search intent: Keeps your content aligned with what audiences are actively searching for.
• Gain a competitive edge: Identifies areas where competitors outrank you and offers an opportunity to outperform them.

How to conduct a content gap analysis

1. Identify keyword opportunities:
   • Use tools like Semrush to find underperforming keywords or gaps in your competitors’ content.
   • Example: Macy’s discovers that it ranks low for “holiday fashion” while Nordstrom performs well.
2. Analyse SERPs:
   • Review search engine results to identify opportunities.
   • Example: “Healthy vegan breakfasts” articles typically list 30 ideas, so creating a post with 50 ideas could outperform competitors.
3. Research customer needs:
   • Gather insights directly from your audience about their challenges and preferred topics.
   • Example: Customers request beginner-friendly fitness content.
4. Audit existing content:
   • Review your site for outdated, incomplete, or missing content.
   • Example: A fitness blog finds it lacks beginner-focused strength training content.

Filling content gaps

• Develop a plan: Decide whether to update existing content or create new material.
  • Example: Rewrite outdated articles or create video tutorials.
• Create new content: Target identified gaps with informative and engaging materials.
• Update existing content: Refresh content to improve rankings and meet search intent.

Measuring the results

• Track performance: Use tools like GA4 to monitor metrics like traffic, conversions, and rankings for updated or new content.
  • Example: Monitor increases in search traffic after optimising for missing keywords.
• Position tracking: Use tools like Semrush to set up keyword alerts and monitor ranking changes over time.​​

A well-rounded multilingual content strategy involves choosing the right creation method, integrating E-E-A-T principles, and tailoring content to local preferences. Leveraging SMEs and continually measuring performance will help your long-term global success.

At Key Content, we create culturally relevant, multilingual content that boosts your global SEO. Get in touch with us today to amplify your global presence through multilingual SEO.