Multilingual Content: Translation Is Not Localisation
Translated pages rarely rank. Here is why, and what to do instead.
Content & On-Page
Why translation fails
People in different markets search using different phrasing, different terminology, and sometimes entirely different concepts. A literal translation of your English keyword frequently has no search volume in the target language.
What localisation requires
Native-language keyword research conducted independently. Content restructured around what that market actually searches. Local examples, currency, regulations, and cultural references. Native review before publishing.
The technical layer
Correct hreflang implementation, local hosting or CDN presence, and country-appropriate URL structure. These matter, but they cannot rescue content that targets the wrong terms.
Key takeaways
- Literal keyword translation often has zero search volume
- Conduct independent keyword research per language
- Localise examples, currency, regulations, and references
- Technical hreflang cannot rescue wrong-target content
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