Multilingual SEO isn’t just about translating content into another language—it’s about connecting with people. In this article, I share what I’ve learned helping brands in Switzerland and beyond navigate the complexities of language, culture, and search intent.
This article explains the key take-away I shared in the Women in Tech SEO Podcast in April 2021.
If you’re interested in optimising website translation to drive traffic and revenue, get in touch with me and read my practical guide to translation for organic traffic.
Making SEO Work in a Multilingual World
Creating SEO content in multiple languages might seem straightforward: translate the copy and you’re done. But if you’ve ever lived or worked in a multilingual environment like Switzerland, you’ll know that’s far from the truth. In this article, I’ll explore why multilingual SEO requires more than translation, why tone and cultural nuance matter, and how to build truly localised strategies that resonate with real audiences.
What Multilingual SEO Really Means
When we talk about multilingual SEO, we’re talking about making a website visible in more than one language. In Switzerland alone, we have four national languages—German, French, Italian, and Romansh—and many people also speak English or other languages at home. This complexity means you’re not just optimising for one language or one audience, but often for many.
And it’s not only about mother tongue. Multilingual SEO should also cater to people who live in the country and speak the language as a second or third language. That’s a key consideration when creating inclusive digital experiences.
Translation vs Copywriting
A common mistake I see is assuming that translation is enough. In reality, copywriting and translation serve two very different purposes. If you’re only translating word for word, you risk losing the essence of your brand. The emotional impact, the tone, the trust—all of these can be lost in translation.
For example, I once worked with a Swiss rental company where I did keyword research in French. When I translated these keywords into Swiss German using a dictionary, they didn’t reflect how people actually spoke. I had to talk to native Swiss German speakers to uncover the right terms. Without this step, the brand would have sounded foreign to its primary audience—and that’s not what you want from your website.
Local Knowledge Makes All the Difference
One of my core beliefs is that content should be created by people who understand the local culture. A French copywriter writing for a Swiss French audience won’t capture the same nuances. The tone will feel off. That’s why I always recommend hiring native speakers who also live in the region you’re targeting.
This matters even more when seasonality or cultural context comes into play. A campaign that works in winter in Europe might flop in South America, even if the language is the same. Understanding how people live, what they search for, and when they do it is critical.
Manage Expectations—Especially With Clients
One of the first things I do with clients is set expectations. If you want real traffic, you need native speakers to do your keyword research—not just someone who speaks the language. Otherwise, the results won’t align with your business goals.
I also encourage clients to define a primary language for their site—the “original” language. That’s the one where you validate messaging and design. Other languages should be adapted from there, not forced to match word-for-word. It’s not about translating, it’s about transcreating.
Shortcuts Cost More in the Long Run
Some companies try to save money by avoiding localisation, but it always comes back to bite. I worked with a client whose beautifully written blog content was created by writers in France. Unfortunately, their target market was Switzerland, and the content didn’t perform well in Switzerland. 2/3 of the traffic was from France where they did not offer their service and did not plan to. Now they have to rework everything—an expensive mistake that could have been avoided or, at least, planned.
Key Takeaways
- Multilingual SEO is not just about translating words—it’s about localising meaning.
- Copywriting must align with culture and branding—not just grammar.
- Always involve native speakers in keyword research and content creation.
- Set realistic expectations with clients from the start.
- Avoid shortcuts—they lead to higher costs and weaker results.
Multilingual SEO is part language, part culture, and part strategy. It’s about more than just being understood—it’s about building trust and resonance across regions. And that, in my experience, only comes when we speak the same language in every sense of the word.
NB: I created this article using the transcript of the podcast I did with Women in Tech SEO, notes that I prepared for the podcast. I fed ChatGPT these documents as source material, wrote a clever prompt and edited the result to use it on my website. I you need help using your material to drive organic traffic, hire me, this is my jam.