SEO strategy for multilingual sites

Building a strong SEO strategy for multilingual sites means more than translating content. It requires careful planning of structure, metadata, and navigation so search engines understand which pages serve which languages and regions. A clear plan helps you reach readers worldwide and avoid duplicate content issues.

Plan your language scope

  • List target languages and regions based on audience data and business goals.
  • Decide on a URL structure that makes sense for your site, such as subdirectories (example.com/fr/) or subdomains (fr.example.com).
  • Create language-specific content paths in your CMS, keeping translations tied to the same page intent.

Mark pages with language signals

  • Use hreflang annotations to tell search engines which pages are language- and region-specific.
  • Include x-default for pages that welcome users from any language.
  • Keep canonical URLs consistent across language variants to avoid duplication.

Localized content matters

  • Translate evergreen pages, then localize examples, dates, currency, and references.
  • Consider cultural differences in visuals and tone, not just wording.
  • Maintain a multilingual content calendar so updates stay aligned across languages.

Technical tips for Hugo with PaperMod

  • Structure content by language (for example content/en, content/fr) and use Hugo’s i18n to manage translations.
  • Generate language-specific sitemaps and submit them to search consoles.
  • Provide separate meta titles and descriptions for each language, tailored to local search intents.
  • Implement a language switcher that points users to the correct localized page.

Measure and iterate

  • Monitor impressions, clicks, and crawl errors per language in Search Console.
  • Check hreflang coverage and fix any mismatches between pages and their annotations.
  • Run content audits to balance translation effort with impact, updating translations where needed.

Examples to guide you

  • English page: /en/about
  • French page: /fr/a-propos
  • Spanish page: /es/acerca-de Hreflang might look like: en, fr, es with corresponding x-default as needed. Regularly verify with Google URL Inspection to ensure correct targeting.

In Hugo and PaperMod, a solid multilingual setup reduces bounce and builds trust with readers everywhere. Start with a simple scope, implement clear language signals, and grow your content thoughtfully as you learn what resonates in each market.

Key Takeaways

  • Define clear language and regional targets and align URL structure accordingly.
  • Use hreflang annotations and proper canonicalization to avoid duplicate content.
  • Localize beyond translation to fit local culture and search intent.