Forecasting Results for a Multilingual SEO Campaign is Impossible
When considering promoting a website on multilingual search engines, most people wish they could forecast the results: How about if I add Chinese? How much traffic can I expect? How about Chinese and Japanese? How about 10 languages?...Come on! You are the multilingual SEO pros! You should know! ... regrettably, such crystal ball is not available to us. There is no technical way to assess such factor without guesstimating.... and even then, such projection would be extremely arbitrary and not professional from our perspective.... Of course, there are lots of unscrupulous companies in our line of industry using such predictions as a marketing leverage/sales tool. We do not. In fact, as the CEO of Global Vibration Inc., a.k.a. MSEO.com, I have clearly instructed my staff to refrain from making such unreasonable traffic estimation. The protrusion of these forecasts simply dishonors SEO professionals: once again, there is no technical/algorithmic way to guess traffic regardless of the amount of languages combined in any given campaign. Chances are that French is not your prime market: English is your prime market! Truly, Japanese is not your most significant market as well.... English is once again your most important stand-alone online platform . However, as we all know, English is overly competitive leading online marketers to elaborate expensive ongoing SEO campaigns to stay afloat with their rankings. On the foreign web, due to a much weaker overall keyword density factor its much easier and cheaper to get top market shares/priority rankings.
In other terms, English might be your prime target but what a challenge! On the other hand, when landing priority rankings/top market shares in French, Japanese, German, Italian, Russian, Arabic etc., although these languages might be labeled as secondary markets at first site, when combined together, these rankings often yield to much more traffic than what you might expect in English. In other terms, ranking well on major international search engines in several languages adds up in most cases to much more traffic interaction than what you could ever experience with your main English version.
The name of the game is the more languages, the better . For instance, if you were to launch a campaign with 2 languages this week, add another language 3 months later, and another 2 extra languages 6 months down the line, such campaign would never yield to the same results as if you were to implement a campaign with 5 languages right off the bat . In fact, Google Technology and other major crawlers have been programmed to look at a site featuring 5 languages or more as a global player , thus giving it a ranking leverage which is just not available with less languages.
As a final piece of advice, when considering multilingual SEO services, regardless of the agency involved, do yourself a favor: do not ask your sales rep to forecast result increase regardless of the amount of languages involved. He or she is not qualified to answer...
Upgrading your traffic by going global through foreign search engine promotion requires financial commitment and patience. It is not a quick cash game, but multilingual platforms are certainly the juiciest online platforms where so many success stories are yet to be written!
Mathias Levarek, Ph.D. SEO Consultant for http://www.mseo.com Global Vibration Inc. 1250 Connecticut Ave NW Suite 200, Washington, DC 20036 USA Tel: +1 (202) 787-3989 " Fax +1 (202) 318-2453
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