Multilingual Websites

Every person who wants to expand globally online is confronted with a question: is it better to develop a strategy around geography (geo-targeting) or language (language targeting)? Developing multilingual websites offers a lot of options to a business owner. Before we discuss further, it is important to recognise that both have its pros and cons.

Depending on the goals, needs, and budget of your company, one or the other can benefit you more. It is important for you to understand the risks and potential rewards of each method before making your decision. Below are some of the things you can expect:

Geo-Targeting

For firms that want to gain the trust and loyalty of customers in another country, geo-targeting is the way to go. It involves setting up a number of websites using a local domain extension such as .co.uk and .com.au to rank well in the search engines. The content within the site should also be written in the local language and optimised using the targeted keywords. The main downside to this method is the cost associated with its implementation.

Geo-targeting is proven to be highly effective for companies that want to achieve long-term growth through diversification. At the same time, they gain a global market that is able to better withstand economic shocks in specific regions.

Language Targeting

Businesses that are mostly interested in gaining an initial foothold in other markets should consider language targeting. It will help them understand new customers better in a relatively inexpensive way. Language targeting mostly involves translating the original website into the target language. Then this will be integrated into the existing website and promoted appropriately.

While it will enable different people to understand your content, the problem actually lies in getting the audience itself. This is because language targeting is not as search engine-friendly as geo-targeting. However, if you are simply interested in connecting deeper with pre-existing visitors or targeting new ones in your area, it presents a good option. For example, Hispanics in America might search using English but when they are redirected to your website, they might opt for the Spanish version.

Both geo-targeting and language targeting are distinct of each other. That's why it is important for you to identify your business goals first to find out which one will suit your needs best.

Geo Targeting
Language Targeting