In order to increase the volume of business, companies have mainly two ways: increase the customer base and upsell on the customer base acquired. Several strategies are applied in this regard, requiring significant effort in terms of marketing and communication.

If the company is globalised (multinational or, in general, a company positioned in foreign markets) one of the most interesting aspects of the commercial strategy is to work in parallel on contents of value.

A company increases its credibility if the “face-to-face” activity of the sales department is supported by a communication system capable of increasing the so-called “web reputation”, in other words, the company’s reputation on the web (in terms of reliability, trustworthiness and visibility) is worth as much as in real life.

This concept is now widely recognised in advanced markets (e.g.: USA), where the prestige of the company is always accompanied by that of the web. In this sense, a Multilingual SEO & SEM strategy becomes essential for the company, both to increase the traffic on its site (whether it is a crucial part of the business, such as an e-shop, or a showcase of the activity), and to gain online visibility in a serious and consistent way.

What is SEO and SEM: in short

SEO stands for “Search Engine Optimisation“, it includes activities aimed at improving the crawling, indexing and positioning of information or content on a website by search engine crawlers, in order to improve its organic ranking

SEM stands for “Search Engine Marketing”, which is the set of web marketing activities aimed at increasing the visibility and traceability of a website with the use of search engines.

“Localisation” is the new “Translation”

Having a good online presence with multilingual content that covers the aspects closest to SEO (e.g.: presence in the SERPs with a coherent description of the indexed page) or SEM (e.g.: sponsored Google campaigns in the various languages, integration between multilingual site and social content, sponsorships on social networks) means not only translating the content into the target language, but also correctly localising the content in order to propose it in a consistent manner to the target culture.

In this case it is more appropriate to talk about Multilingual SEO & SEM localisation than Translation.

A proper SEO and SEM Multilingual localisation activity needs:

• in-depth analysis of the company’s current marketing status
• technical verification of the site and SEO consistency of content
• analysis of site performance and appropriate optimisations
• analysis of the company’s social contents and their coherence in the SEM field
• careful analysis of published content and targeted interventions based on the results of the analysis
• in-depth study of the target market and competitors in the SEO and SEM fields
• an improvement plan that takes into account the objectives and establishes a timetable and their monitoring
• continuous dialogue with native-speaking specialist translators, frequent revision of terminological and cultural consistency

Thanks to the know-how acquired in 16 years of activity, Qontent Group offers integrated content management services, focused on Multilingual SEO and SEM.

Contact us to learn more, ask for a free analysis of your multilingual site, we will be happy to open a discussion on business objectives and target markets.

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