Multilingual SEO: one consultant, multiple markets, native execution
Strategic piloting on my side. Native writing per language from the BeTranslated network. WPML, hreflang and schema configured from the brief, not patched in later.
4+ languages
fluent direct in FR / EN / ES / NL + B1 DE. Native network for any other language.
WPML
core stack for WordPress multilingual. Polylang or TranslatePress for specific cases.
12 ccTLDs
BeTranslated network: live cross-domain multilingual SEO architecture
SEO + GEO
visibility per language across Google SERPs and AI engines responding in that language
Where most multilingual SEO projects fail
Three patterns I see on every multilingual site audit:
Machine translation passed off as localisation
DeepL pass + 10% human review is not localisation, it is patched-up MT. Google detects it, AI engines avoid citing it, and native readers leave within seconds. The economic temptation is real, the SEO outcome is consistently flat. Real native writing per language is the only viable foundation.
Broken or absent hreflang
Hreflang tags missing, pointing in circles, mixed with the wrong language code, or absent on the homepage. Google ends up showing the wrong language version to the wrong country, conversions drop. Search Console reports a maze. The technical fix is well-defined but it has to be done right and verified, not assumed.
No multilingual SEO governance
One copywriter publishes in French, another adds Spanish six months later without coordinating slugs, internal links, schema or keyword targets. The site grows inconsistently. By month 12 the multilingual architecture is a tangle nobody can audit. SEO governance per language must be defined from day one.
My multilingual SEO method addresses all three patterns from scoping: native writing per language, technical configuration validated at launch, and governance documented before the first page is published. The site grows clean, not patched.
What I include in a multilingual SEO engagement
Keyword research per language
Native research in each target language: real commercial intent, long tail per market, sectoral vocabulary. Not a translated set from English.
Multilingual architecture
Subdirectory vs subdomain vs ccTLD: reasoned recommendation. Translated slugs, hreflang, sitemaps per language, geo-targeting in Search Console.
Native writing per language
Fluent direct for FR, EN, ES, NL. Native copywriters from BeTranslated for DE, IT, PT and any other language. No machine translation passed off as native.
WPML configuration
WPML core stack: String Translation, Translation Management, language switcher, hreflang clean, custom field translation. Polylang or TranslatePress for specific cases.
Localised schema per market
LocalBusiness, Service, Product, Article, FAQ, BreadcrumbList per language. Custom JSON-LD where plugins fall short. Validated on Google Rich Results per language.
GEO per language
LLMs respond per language with distinct knowledge graphs. Optimisation for ChatGPT, Claude, Perplexity, Google AI Overviews per target language.
My process in 5 steps, named deliverables
Strategy and architecture before production. Native writing per language coordinated through one consultant.
1. Multilingual audit (weeks 1-2)
Deliverable: audit of current state per language: technical (hreflang, sitemap, canonical), content (writing quality, native review of each language), backlinks per market, Search Console diagnostic per language variant.
2. Keyword research per language (week 3)
Deliverable: native keyword research per target language. Volumes, intent classification, long tail, mapping to existing or to-be-created pages. One spreadsheet per language, validated by the native copywriter for that language.
3. Multilingual SEO strategy doc (week 4)
Deliverable: 12-month strategy with architecture decision (subdirectory / ccTLD / subdomain), editorial calendar per language, technical plan (WPML config, hreflang, schema), governance rules (who writes what when, who reviews, what slugs).
4. Execution (months 2-6)
Deliverable: native writing per language, technical optimisation, multilingual backlink strategy, Search Console submission per language variant, monthly checkpoint meetings.
5. Reporting per language
Deliverable: monthly report with rankings, traffic, conversions and AI citations per language. Decision points on which language gets accelerated investment, which gets reduced, based on hard data.
Multilingual SEO case studies
Three engagements where multilingual scope was the central challenge.
BeTranslated network
Context: the multilingual translation agency I co-founded operates 12 country-specific TLDs targeting different European and North American markets in their primary languages.
Build: WPML across the network, cross-domain hreflang, native content per market by the in-house translator team, schema markup localised per country, distinct keyword strategy per market.
Outcome: consistent organic ranking across multiple European markets, AI citations in each target language for translation services queries, multi-market lead pipeline maintained over years.
TX International Freight (US)
Context: Houston-based freight forwarder targeting both English-speaking US shippers and Spanish-speaking Latin American clients (Mexico, Colombia, Dominican Republic).
Build: WordPress + WPML on a single domain with subdirectory architecture (/es/ for Spanish), distinct keyword research per language, native Spanish writing with LatAm vocabulary, FreightForwarder schema in EN and ES, distinct case studies per market.
Outcome: daily quote requests doubled over 18 months across both languages, recurring AI citations in both EN and ES for international freight forwarder queries, multi-language sales pipeline.
Law firm in Valencia (ES)
Context: Valencia-based law firm specialised in business law and franchising, targeting Spanish, French and English-speaking clients in three distinct markets (Spain, France, UK / US expat clientele).
Build: WordPress + WPML across ES / FR / EN with distinct keyword research per language, native writing per market, LegalService schema localised per language, distinct practice page slugs translated per market, attorney bios adapted to each audience.
Outcome: recurring leads from three markets in their respective languages on commercial intent queries (business law, franchise contracts, NIE assistance), AI citations per language for Valencia business law queries.
What is included, what is not
| Service | Included | Not included |
|---|---|---|
| Multilingual SEO audit (per language) | ✓ | |
| Native keyword research per language | ✓ | |
| Architecture decision (subdirectory / ccTLD / subdomain) | ✓ | |
| WPML configuration (or Polylang / TranslatePress) | ✓ | |
| Hreflang per language, sitemaps per language, schema localised | ✓ | |
| Native writing in FR / EN / ES / NL (direct) | ✓ | |
| Native writing in DE / IT / PT and other languages (via BeTranslated network) | ✓ | |
| Multilingual SEO governance documented | ✓ | |
| Monthly reporting per language | ✓ | |
| Country-specific local presence (GBP, citations) | ⨯ covered by local SEO | |
| Multilingual paid campaigns | ⨯ covered by multilingual SEM | |
| Initial multilingual site build from scratch | ⨯ covered by web design |
Why this team for multilingual SEO
Michael Bastin: 25 years in SEO and translation. Co-founder of BeTranslated, a multilingual translation agency operating across 12 country domains.
Direct fluent execution: French, English, Spanish (Valencia resident since 2016, 16 years in the Dominican Republic), Dutch (Erasmus Utrecht + Caribbean Dutch clientele). B1 German. Some Italian and Catalan reading.
For languages I do not write natively (DE, IT, PT and others), native copywriters from the BeTranslated network handle production while I coordinate strategy and SEO governance. One interlocutor, one accountable consultant, no diluted briefs across project managers.
The differentiator: I do not pretend to write languages I do not write. The model is transparent and the production chain is one I have personally built and run for years.
Languages directly supported
Fluent direct (Mike writes / reviews): French (native), English (fluent professional since US studies aged 18), Spanish (Valencia 2016 onwards + Dominican Republic 16 years), Dutch (Erasmus Utrecht + Caribbean clientele).
B1 supported (Mike reads + coordinates): German. Native writing through BeTranslated network.
Network only (native writers, Mike coordinates strategy): Italian, Portuguese, and any other language available through the BeTranslated translator and copywriter roster.
The split is stated explicitly on each dedicated language pillar (see German SEO, Italian SEO, Portuguese SEO) so you know exactly who writes what before signing.
Frequently asked questions on multilingual SEO
What is the difference between multilingual SEO and international SEO?
Multilingual SEO focuses on language: serving Spanish-speakers regardless of whether they are in Spain, Mexico or Argentina, French-speakers regardless of country, etc. International SEO focuses on country targeting: a US site vs a UK site vs an AU site (often same English language, different markets). The two intersect heavily (e.g. a French site targeting France vs Belgium vs Quebec is both multilingual variant and international targeting). I cover both, mapped to your sales reality.
WPML or Polylang or TranslatePress for WordPress?
WPML is the default on serious multilingual builds (most powerful translation management, best support, most plugins compatible). Polylang for tighter budgets or simpler structures. TranslatePress for sites that need live in-context translation (e.g. for non-technical content teams). My recommendation comes after seeing your specific stack and team in scoping.
Should I use subdirectories, subdomains, or ccTLDs?
Subdirectory by default (consolidates authority, easiest to manage). ccTLD if you need maximum local trust signals across major markets and have the budget for separate domains. Subdomain rarely the best choice in 2026 unless dictated by technical constraints. Reasoned recommendation in scoping based on your case.
How many languages can you support at once?
Fluent direct: 4 (FR, EN, ES, NL). With native network: any major European language and most major world languages. Practical limit per engagement: 4-6 active languages simultaneously gives best quality. Above that, sequencing or extra coordination overhead matters. I generally recommend wave 1 of 3-4 languages then wave 2 once first wave shows traction.
Will my existing translations be reused or do you redo them?
Existing translations are audited first. If quality is acceptable and native readers say so, we keep and optimise on top. If quality is questionable or pure machine translation, I recommend rewriting strategic pages and accepting lower-priority pages as-is for now. No dogmatic rewrite, but no covering up bad translation either.
How is multilingual SEO governance maintained over time?
Three artefacts: (1) keyword spreadsheet per language updated quarterly; (2) editorial calendar per language with publication slots; (3) governance doc defining who can publish in each language, slug rules, hreflang rules, schema rules. New content goes through these three filters. Avoids the patched-up growth that ruins multilingual sites after 12 months.
How much does a multilingual SEO engagement cost?
Quoted. The price depends on number of languages in scope, depth per language, initial site state, and pace of content production. Free first call: 30 minutes to understand your context and give an honest range. No generic proposal sent without a conversation.
Ready to scope your multilingual SEO?
I start with an honest audit of your current state per language. Free first call, no commitment.
Related services: international SEO · multilingual SEM · web design · local SEO