Website Localization Tasks
TranslationLoft | Traditional Website Localization

Traditional Website Localization

When embarking on the process of localizing of your website, there are many different factors to consider and decisions to be made. There are pros and cons to each of these decisions and, as you might expect, there is no one-size-fits-all solution. Businesses have different goals, priorities, and budgets, and the localization choices you make will reflect these. Our focus is on delivering a complete website localization service. Part of this service is to ensure that all SEO aspects are correctly implemented and that no stone is left unturned when it comes to ensuring that your new content is communicated to your customers in as effective a way as possible. After all, why invest in website localization if your new content is never going to be found?

CMS Configuration

Some CMS products offer great support for multilingual sites, whether this is 'out of the box' or by using plugins such as WPML for Wordpress or FaLang for Joomla. One choice to be made is whether to go with a standalone instance for each language, or to manage all your website content using a single instance. The single instance option is better supported by some CMSs such as Wordpress Multisite. Whether you manage your website using a CMS, a traditional stack such as LAMP, or plain old HTML and JS, you will need to assess your options in terms of how you are going to support a multilingual site architecture. For example, should you serve your new language content using a sub-domain or folder-based URL? Should you opt for in-country hosting? Should you opt for a country-code top-level domain?
We can provide you with insight and guidance on the pros and cons of each these choices.

Domain Choices

A website domain/URL structure is one of a number of factors that determines how search engines decide what language and country your content is intended for.

Country-Code Top-Level Domain Names (ccTLDs), such as, are domains that are associated with a particular country, and are a very strong indicator that site content is intended for that country specifically.
Some ccTLDs may have in-country residence requirements, although it is possible to overcome these. As stated, ccTLDs are the premium domain choice when it comes to technical SEO benefits, but do also demonstrate a clearer in-country focus for your customers.

Generic Top-Level Domains (gTLDs), such as, do not target specific countries. However, by using the geo-targeting option in Google's Search Console, it's possible to associate content served using such a top-level domain with a particular country. You can decide to use a sub-domain or folder URL structure, either of which can be used to geo-target a specific country. For example, or could be geo-targeted for France, and French language content served under either URL would be indexed and used for French language searches in France.

Keyword Analysis and SEO Planning and Optimization

Multilingual SEO (Multilingual Search Engine Optimization) is the process of adapting website content to ensure that it ranks highly in search engine results in your target markets. The higher your site ranks in search results, the more likely global customers are to find and visit it and, ultimately, to buy the product or service you are selling. MSEO is a key component of any successful global marketing strategy.

Keyword research is one of the most important elements of MSEO. Using the right keywords (or search terms) in your content will ensure that your content is determined by search engines (such as Google) as being relevant to certain search queries. When targeting multilingual online markets, language- and country-specific keyword research is essential. Effective keyword research is the foundation of any credible multilingual SEO strategy, yet is often an area that is undervalued or even misunderstood. What terminology do your customers use to describe your product, the problems it solves, the industry, the competition? Fortunately, this is exactly where TranslationLoft can help.

We understand that rolling out an MSEO strategy involves a lot more than just translation. In reality, each new language or market requires its own MSEO research phase, tailored process, and considered approach. Keywords never translate literally, and the cultural insight needed to ensure keyword accuracy requires a native speaker, someone who lives in the area in question, and has the competency to familiarize themselves with the specifics of your particular market.

TranslationLoft has a multilingual SEO team who fit exactly that description. Working together with our in-country, native-speaking MSEO technicians and experienced professional translators all over the world, we have the expertise, skills, and cultural and linguistic insights necessary to make sure your content incorporates the correct keywords at the appropriate density. This means your content will be included in search results in your target markets, will be credible and compelling, and will be much more likely to result in a conversion.

Google Search Console

Google Search Console, formerly Google Webmaster Tools, is set of tools and resources that has been designed to help website owners to manage their content and the way Google views that content, in terms of search, performance, site errors, and more. For a multilingual website owner, it is an essential part of your toolkit. Using Google Search Console, you can manage your geo-targeting options, i.e the country/language that Google thinks your website content is intended for, as well as submitting a sitemap for your multilingual website. This is an effective way of providing Google with the correct language or regional URL that is to be delivered to searchers.