Posted by : Amanda Stein Wednesday, February 27, 2013

If you are serious about your link building campaign then you need to set goals. You need short term and long-term goals if you wish to succeed. If you are moving into the complex world of multilingual link building then you need to know exactly what you want in the short and long term, otherwise you are going to do a lot of work for unknown results. You will be pleased to find out that many local/national link-building techniques will apply to multilingual link building.

Here are some rules and tips that will make your link building a little easier (multilingual as well as native). This article assumes that you already know how to link build, that you have a basic understanding of SEO, and that you have already started or completed a native/national language link building campaign and you are looking to expand into multilingual link-building.

You need a link-building plan

You are supposed to have a link building plan anyway, whether it be for link building in your own country or link building abroad. If you are being serious about your website, your marketing, your link building and your search engine ranking, then you should have plan after plan after plan.

It is not a case of best practice; it is a case of making the best use of your time. Without a plan for your marketing and link building, you are going to waste a very lot of your time on fruitless endeavors‘. It is quite possible to spend a whole day link building, only to come away with a result of three links a week down the road.

Research into some keywords that do not fit

Doing this is not as fruitless as it may seem. Do not go out of your way to look for words you cannot use, but once you have compiled your list of multilingual words you need to do a little bit of research into each. Some of them are going to cross language barriers in the wrong way. For example in Italy, you may say “Chin Chin” (cin cin) during a toast, which is a might pretentious but okay. Saying/writing the same phrase in Japan refers to the genital area.

To avoid blunders similar to this one, you need to do a little research into your final keyword list; just to be sure, you are not going to commit a serious faux pas. This is especially important if you decide to link build through guest posting.

Look for similar words that cross language barriers

This is naughty but frightfully clever because you can attract traffic and SEO value from more than one national search engine. Every now and again, you should link using words that cross language barriers exclusively, just to take full advantage of the cross-search-engine SEO benefits.

For a starter, your company name and company products are going to translate across all languages. Obviously if you sell “eggs” then your products will not, but for example, a “Hoover” vacuum cleaner is called a “Hoover” in any country.

Here are a few words that are the same in between 18-20 languages: taxi, radio, café, bank, banana, beer, coffee, chocolate. Even some words such as Eureka translate over many languages but not perfectly over them all. For example, the Germans spell it as Heureka, however, if you use both Eureka and Heureka then you catch a bit of positive German SEO, and catch a few other multilingual mis-spellers.

Copy your competitors’ multilingual techniques

If you are smart then the first thing you did for your native link building campaign was to spy on your competitors and see whom is linking to them. If you did not then you have missed out on an opportunity to steal their thunder. Use one of the many online tools that check links and see who is linking to your competitors, and this time you are looking for foreign links. These are links that do not end with “.com” or “” or “.org”. For example, a website from France will end with “.fr”, a German one is “.de” and a Spanish one is “.es”.

You need to find out how they got their link on that website and then do the same thing. As a starting point you cannot go too far wrong. If you are lucky enough to find two or three foreign links on your competitors sites then you have a very good list to start off with, and it didn’t take you months to research (as it probably did your competitors).

Learn about search engines around the world

Google is almost everywhere in the world, so you will have to place your hatred of winners aside and optimize your website and link building for Google. As an extra measure you should throw in a few links that are optimized for foreign search engines. Each country has a few search engines that are trying to compete with Google. In America it is Bing and Yahoo!, but other countries have search engines such as Baidu, Seznam, Yandex and Naver. Just like Bing and Yahoo!, they have indexing algorithms that differ slightly from Google, and therefore should be optimized for via a few links that are built specifically for them.

Go back to basics….at least at first

Simple keywords, simple phrases, keywords near the beginning, flowing text with good grammar, etc. Stick with the basics until you have a few multilingual links in the bag, and then you can start playing with long tailed keywords, link-bait, viral material and social media markers from abroad. If you start off with the more sophisticated and labor intensive stuff then it is going to take longer for your links to appear.

Starting with the basics is not advice aimed at the amateur. Professional link builders should do this because it will help to educate you about the push and shove of foreign links and keywords. You are guaranteed to learn a few things about multilingual link building if you start off with the basics--even if it is just a case of learning a few unexpected keywords such as local slang words that are common in another language but do not appear in their dictionaries.

Guest post by Korah Morrison, marketing manager and strategy builder on that helps students with essay writing.

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