Shopify International SEO: Building Multi-Language Stores
Ready to take your Shopify store global? You're in for an exciting ride! With the eCommerce market hitting a whopping $5.8 trillion in 2023, there's never been a better time to expand.
But here's the thing: going international takes a lot more than just translating your product names. It's the process of making your entire store speak your customers' language – literally and figuratively. That’s definitely not an easy task – you need to tackle different languages, currencies, and local regulations, which can often feel overwhelming. But with the right strategies and tools, you can learn the ins and outs of international SEO for Shopify in no time.
In this article, we’ll show you just that: from setting up your domains to localizing content and managing multi-currency pricing, we've got you covered. Plus, we'll show you how tools like Weglot can make your global expansion a breeze.
Let's dive in!
Setting up International Domains and Subfolders on Shopify
When you're ready to take your Shopify store global, you need to spend some time choosing the right domain structure because it directly impacts how search engines index your site and how users navigate it.
Let's break down your options:
Types of Domain Structure
- Subdirectories (subfolders)
- What they look like: domain.com/en for English, domain.com/fr for French
- Pros: Easy to manage, keeps your SEO data in one place, and makes tracking a breeze
- Cons: Might confuse some users if not implemented well
- Subdomains
- What they look like: en.domain.com for English, fr.domain.com for French
- Pros: Clear separation of content, lets you create more targeted SEO strategies
- Cons: Might spread your SEO authority thin and can be trickier to manage
- Country Code Top-Level Domains (ccTLDs)
- What they look like: domain.co.uk for the UK, domain.fr for France
- Pros: Screams "local presence!", high trust factor for local users
- Cons: Can be pricey, complex to manage, and requires separate SEO efforts for each domain
Best Practices for Domain Structure
- Stay consistent: Whatever structure you choose, stick with it across all your languages and region.
- Master the art of redirection: Guide users to the right language version based on their location.
- Get smart with geolocation: Use tools to automatically redirect users to the right language version.
- Keep SEO in mind: Your domain structure can impact keyword targeting, backlinking strategies, and domain authority.
- Consider a plugin: Tools like Weglot make it super easy to implement subdomains and subfolders because they do it automatically every time you add a new language to your website.
Remember, there's no one-size-fits-all solution. The best structure for you depends on your specific needs, resources, and goals. So take your time, weigh your options, and choose the structure that feels right for you!
Implementing Hreflang Tags to Boost SEO
Hreflang tags help search engines understand which version of your site to show users so that your French customers see your French content, not your Finnish version, for example.
Steps to Implement Hreflang Tags in Shopify
Shopify automatically adds hreflang tags for each language your store supports, and they look like this – es.example.com.
However, you could also add them manually with code. Here's what it looks like for the entire theme:
And this is how it looks like if you’re adding hreflang tags to product pages and collections:
Best Practices for Hreflang Tags
Effective implementation of hreflang tags requires attention to detail and adherence to best practices. Here’s what you need to do:
- Ensure all language versions of a page are linked together using hreflang tags, including self-referential tags.
- Use accurate language and region codes following ISO standards, such as "en-US" for English in the United States or "fr" for French globally.
- Regularly test your implementation with tools like the hreflang tag testing tool to identify issues like missing return tags or incorrect codes.
- Maintain consistency by auditing your tags, especially when adding new pages or language versions. For example, when adding a Spanish version of your site, update hreflang tags on all existing language versions to include the new Spanish pages.
Automatic Hreflang Tag Implementation
Now, if all this sounds like a lot of work, here's some good news: plugins like Weglot can automatically add hreflang tags for you. This not only saves you time but also reduces the chance of errors and gives a nice boost to your SEO performance.
Localizing Content and Keywords for Different Markets
Cultural differences significantly impact purchasing behavior. For instance, German consumers often require more detailed product information compared to their US or UK counterparts. This highlights the need for market-specific research to identify local search trends and user preferences.
Here's how to approach content localization effectively:
- Conduct local keyword research
- Use local SEO tools and resources like the People also ask section of the SERP to identify relevant keywords in each target market.
- Analyze local competitors and their keyword strategies, including the tags that they use for products and their descriptions.
- Take advantage of tools like Semrush and Ahrefs that offer international keyword research capabilities.
- Make sure you pay enough attention to other search engines besides Google. For example, Yandex is a preferred choice for Russia, while Baidu is used a lot in China.
- Adapt content to local preferences
- Tailor your content to resonate with the local audience, considering language nuances and cultural references.
- Use local idioms or references when appropriate to make your content more relatable.
- Maintain your brand voice while adapting content for different markets. For example, no matter the location, Nike is always about bringing inspiration and innovation to every athlete in the world.
- Prioritize content types
- Focus on high-impact pages such as product descriptions, landing pages, and customer reviews. This is the type of content that directly impacts conversions and revenue.
- Consider creating market-specific content that addresses local concerns or preferences.
- Measure success
- Track and analyze the performance of localized content using key metrics such as organic traffic, conversion rates, and user engagement specific to each market.
- Continuously optimize based on performance data.
- Use tools like Google Analytics to segment data by country and language.
- Leverage Translation Management Systems (TMS)
- Tools like Weglot can automatically translate content with a single click.
- These systems allow for manual edits to ensure accuracy and cultural relevance.
- It integrates seamlessly with Shopify, improving the localization process.
💡If you want to learn more about this process, check out our article on setting up multilingual Shopify stores.
Building Local Backlinks and Directories
Getting local backlinks is one of the best ways to increase your visibility in specific regions. They drive targeted traffic and build trust within local communities. Here are effective strategies to build local backlinks:
- Create high-quality local content
- Produce content that resonates with the local audience
- Develop blog posts, articles, and multimedia content addressing local interests and needs
- Consider creating local guides, event coverage, and community stories
- Guest blogging and collaborations
- Partner with reputable local websites and blogs for guest posting opportunities
- Seek collaborations with non-competing local businesses for mutual promotion and backlinking
- Ensure your guest posts provide value to the host site's audience
- Engage in local community events
- Participate in or sponsor local events to earn mentions and backlinks from event websites and local news outlets
- Actively engage in community activities to enhance brand visibility and credibility
- Follow up with event organizers to ensure your participation is mentioned on their website
- Use local press releases
- Issue press releases to announce significant events, product launches, or milestones
- Craft compelling press releases that appeal to local journalists and media outlets
- Use local press release distribution services to reach relevant media contacts
- Local citations and directory listings
- Ensure your business is listed in local directories relevant to your industry
- Maintain consistent NAP (Name, Address, Phone number) information across all listings
- Prioritize quality over quantity when it comes to directory listings
- Partner with local organizations:
- Form partnerships with local charities, non-profits, and schools
- Offer support or sponsorship in exchange for backlinks
- Engage in joint initiatives that can generate press coverage and backlinks
Managing Multi-Currency Pricing and International Payments
According to studies, 92% of shoppers prefer purchasing in their local currency, and 33% abandon purchases if priced in U.S. dollars only. That makes perfect sense: After all, people want to have a realistic idea of how much they’re going to spend, and no one wants to waste time converting currencies.
Shopify Payments for Multi-Currency
Shopify Payments supports multi-currency transactions, allowing merchants to sell in multiple currencies and provide a localized shopping experience. Here's how to set it up:
- Activate multi-currency in Shopify Payments
- Enable Shopify Markets
- Configure currency settings
- Set up bank accounts for different currencies
Shopify Payments simplifies multi-currency payouts. Businesses can add multiple bank accounts and receive payouts in different currencies, subject to an international currency payout fee.
Setting Up Multi-Currency Pricing
When setting up multi-currency pricing:
- Set appropriate currency conversion rates. Shopify handles currency conversion automatically, but you can adjust as needed.
- Display prices in different currencies on your storefront using currency selectors or automatic geolocation-based currency display.
- Consider rounding prices for psychological pricing in each currency.
Managing International Payments
Shopify supports various payment gateways for international transactions, including PayPal, Stripe, and local payment providers. Offering multiple payment options caters to different customer preferences and increases trust. Research popular payment methods in your target markets and integrate them into your store.
Ensuring Payment Security and Compliance
Securing international payments and complying with global payment regulations is crucial. Best practices include:
- Ensuring PCI DSS compliance
- Using secure payment gateways
- Implementing strong customer authentication (SCA) for European transactions
- Staying informed about region-specific regulations, such as GDPR for European customers
Streamlining Cross-Border Shipping and Tax Compliance
Cross-border eCommerce presents challenges like varying tax laws, customs regulations, and shipping logistics. Streamlining these processes offers cost savings, improved customer satisfaction, and competitive advantage.
- Technology: Advanced technologies like AI and machine learning simplify international tax compliance. Platforms such as FlavorCloud integrate with eCommerce systems to automate VAT calculations and ensure compliance.
- Shipping partners: Choose the right shipping partners and methods for different regions. Transparent shipping costs and delivery times enhance customer trust and satisfaction.
- Tax compliance: Understand and comply with international tax laws and regulations. Consult with tax experts to ensure full compliance and avoid potential legal issues.
- Shopify's built-in tools: Utilize Shopify's built-in tools for managing international shipping and tax compliance. Shopify can automatically calculate taxes and duties for different regions, simplifying your operations.
Using Shopify Markets for Effortless Global Expansion
Shopify Markets is a comprehensive solution for global expansion, offering increased reach, improved customer experience, and simplified operations. Key features include:
- Selling to multiple countries from a single store
- Support for over 130 local currencies
- Market-specific content and translations
- Local payment methods that work out of the box
- Collection of duties and import taxes at checkout
To set up Shopify Markets:
- Access Shopify Markets from the Shopify admin panel
- Configure market-specific settings, such as currencies and languages
- Set up local payment methods and shipping options
- Enable tax and duty collection at checkout
Using Shopify Markets Pro for Advanced Features
Shopify Markets Pro offers additional features for more advanced international selling:
- Faster and cost-effective shipping options
- Enhanced international tax and duty compliance
- Financial risk and fraud protection
- Management of product restrictions for different markets
These features reduce operational complexity, improve compliance, and enhance customer satisfaction.
However, there are some limitations to Shopify Markets that it’s worth being aware of. The potential for additional fee generation may be prohibitive for some businesses. Furthermore, Shopify Markets may not provide the level of customization needed for businesses with complex international selling strategies.
Shopify Markets also relies upon Shopify Payments, which isn’t available to use in all countries. Finally, the feature only allows markets to be created by countries, limiting the ability to create customized experiences for different regions within the same country.
In summary, while Shopify Markets is a convenient all-in-one solution for international selling, it may come up short in terms of customization, regional targeting, and costs. Using a plugin like Weglot in collaboration with Shopify allows for more flexibility in translation management and multilingual SEO, as we’ll see below.
Using Weglot for Instant and Accurate Translations
Weglot is a website translation software that addresses the challenges of time-consuming manual translations, maintaining consistent translations, and ensuring SEO optimization for Shopify stores.
Overview of Weglot's Shopify Integration
- Instant translation: Weglot provides immediate translation capabilities, saving significant time and effort.
- Automatic SEO optimization: Weglot follows Google's best practices for multilingual SEO, including automatic addition of hreflang tags, language-specific URLs, and translated metadata.
- Compatibility: Weglot is compatible with all Shopify themes and third-party apps (including dynamic content), ensuring seamless integration.
- User-friendly dashboard: An intuitive dashboard allows for easy management of translations and real-time updates.
- Free trial and pricing plans: Weglot offers a 10-day free trial and various pricing plans to accommodate different business needs.
Benefits of Using Weglot for Shopify Stores
- Time efficiency: Weglot's instant translation saves time, allowing store owners to focus on other critical business tasks.
- Consistent and accurate translations: Weglot ensures consistent translations across all languages, enhancing the overall user experience.
- SEO benefits: Weglot's SEO features help improve search engine rankings in different languages, driving more organic traffic.
- Fully manual adjustments: The ability to manually adjust translations allows for accuracy and localization, catering to specific market needs.
Case Study: Ron Dorff
Ron Dorff, a premium sportswear brand, faced challenges in expanding to international markets due to the complexity of managing multiple language versions of their website. Weglot simplified their translation process by:
- Providing instant, high-quality translations for a constantly growing product catalog
- Offering an intuitive interface for manual refinements
- Ensuring SEO optimization for all translated content
After integrating Weglot with Shopify, Ron Dorff saw improved international visibility, increased traffic from non-English speaking countries, and a boost in global sales.
Next Steps: Implementing Your International SEO Strategy with Shopify
Expanding into international markets presents challenges such as language barriers, currency differences, and compliance with local regulations. However, using Shopify for international expansion offers numerous advantages:
- Multi-currency and multi-language support
- Streamlined operations through Shopify Markets
- Integrated payment solutions
- Domain management
Integrating with Weglot enhances the Shopify experience by providing instant translations, SEO optimization, and automated content updates – great timesavers for those managing multilingual content.
To kickstart your global expansion journey, start Weglot's 10-day free trial today. This will allow you to experience firsthand how it can enhance and accelerate your international SEO efforts on Shopify.
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