Targeted language selection for SEO
SEARCH MACHINES Targeted language selection is one of the key SEO optimization measures. Clicks Online Business, an expert in search engine optimization, offers tips on how Swiss online stores can improve their visibility on google.ch.By Herbert Buchhorn*Since Switzerland speaks four languages, a targeted language selection is also required in the SEO area. To implement this, it is necessary to design the page structure of the online store in a language-specific way. First of all, this means that all important information such as currency, delivery conditions and return policy must correspond exactly to the Swiss conditions.The content of a page must match the language of the usersPeople in different regions also react differently to advertising. The cultural and linguistic imprint is ultimately decisive for how the content is optimally designed. In addition, there may be products that are in particularly high demand in the predominantly French-speaking part of Switzerland that can be specially advertised. The slogan should also be adapted accordingly. In general, the choice of words should be given the greatest attention, as search engines such as Google now have no problem recognizing the language in which a website is written. However, the "hreflang" attribute, which can be used to point search engines to different language versions of a website, helps to make targeting even more precise.Show Google and co. the way with hreflangThe hreflang attribute can be used to identify not only the language, but also different regional language versions. Google bases its language selection on ISO 639-1, but Swiss German is not defined in this ISO. To solve the problem, the source code "hreflang="de-ch"" must contain the abbreviation "de", "ch" alone does not work. It should be noted that the code must be implemented on all pages.
Although the use of the hreflang tag has no direct influence on the ranking in search engines, it does contribute indirectly to the ranking. This is because it can reduce the bounce rate on the one hand and increase the time spent on the page on the other, as visitors are shown exactly the website that corresponds to their language. Ultimately, this also increases the chance of achieving higher conversion rates.Promote high-quality link building with ".ch domains"In order to achieve good rankings primarily on Google.ch, corresponding backlinks from ".ch domains" should also point to the online store. This is because backlinks are still one of the strongest ranking factors on Google. However, care should be taken to ensure that the links are of high quality and, above all, convergent in terms of content. Quality in link building means that the respective link actually leads visitors to the online store. If this traffic then also leads to purchases, store operators have done everything right with link building.ConclusionWhen selecting a specific language, it is not only important to pay attention to the labeling with special attributes, but also to design the content according to the cultural circumstances. Linguistic peculiarities must be given special consideration here. If high-quality backlinks are added to this, the optimization is well on the way to good rankings.----------------* Herbert Buchhorn is Managing Director of Clicks Online Business (offices in Berlin, Dresden and Munich) and an expert in search engine optimization (SEO). Since 2007, his online marketing agency has been successfully working for companies from a wide range of industries throughout Germany and internationally. He regularly publishes specialist articles on SEO & e-commerce in various online and print magazines, is a recognized speaker at conferences and regularly holds seminars on all aspects of online marketing.
