Lessons learned from client projects 2024

Last year brought several interesting international SEO projects. While some were (almost) plain sailing, others were more challenging, with me often stepping in as the “damage control” SEO auditor. Or I found myself in the eye of the storm as a content writer or localiser… (Yes, I should’ve known better🫣.) 

Here’s my personal take on the dos and don’ts of SEO translation, based on my real-life projects for agencies and B2B companies.

Common pitfalls in SEO translation

SEO translation is not merely about converting text into another language. It involves adapting content to align with the cultural, linguistic and search intent nuances of your target audience. Successful SEO localisation ensures your content resonates locally while maintaining global SEO effectiveness. As many companies and agencies push their international boundaries, some common pitfalls lurk in the shadows.

Using standard CAT tools unthinkingly

Computer-Assisted Translation (CAT) tools are brilliant for standard translations, but treating SEO translations the same way can spell trouble. Far too often, businesses push their blog content through CAT platforms like Smartcat or Smartling, which don’t support SEO processes.

SEO content isn’t just any internal brief—it’s a marketing asset that needs to resonate with local audiences while performing in search engines. Translating sentences accurately isn’t enough here. Without embedding strategic keywords and local search behaviour and intent will result in content that is still… misunderstood! It’s crucial to integrate SEO simultaneously in the translated text and not treat it as an afterthought.

Lack of strategy and due diligence

Picture this: you’re at the starting line, ready to launch an exciting product overseas, but your international strategy hasn’t left the drawing board. You’re rushing to an LSP (Language Service Provider) for SEO translation. The LSP accepts the project as is because they don’t have sufficient SEO expertise in their ranks (agency owners, project managers). Behind the scenes, the translation agency reaches out to a freelance SEO asking for advice in a manner of “What do we need to do? Can we borrow your brain?”

My favourite kind of request🙃(Not).

Ideally, you either work with a skilled SEO translator who also owns the SEO strategy, or you have an SEO strategist who advises the translators and content writers you hire. But most LSPs don’t provide that.

By the time a multilingual SEO expert is consulted, crucial budgeting and workflow decisions have already set sail, leaving behind a trail of missed opportunities and misaligned expectations. Crafting a journey into a new market requires a well-thought-out strategy that encompasses understanding the local competition, defining clear objectives, and aligning SEO with broader business goals. It’s not just about the translation—it’s about ensuring the content hits the mark.

Keyword overload and mismanagement

Let’s face it: Keyword stuffing is as ineffective in 2025 as it was a decade ago. I vividly remember a project where I was handed a list of over 1,000 keywords for just 150 product pages. As a SEO translator, I had to sift through that massive list, map one keyword per product page, to make sure there was no overlap. Or do my own research with the linguist’s cap on. Result: additional costs for the client.

Strategic keyword management begins with a sharp focus on relevancy and intent. Each keyword should align with the audience’s needs and the page’s purpose. This streamlined approach optimises content for search engines and enhances user experience, ultimately leading to higher engagement and conversions.

Importance of effective content management in iSEO

Effective content management is the backbone of successful SEO translation. In localisation projects, avoiding fragmented processes and ensuring robust oversight can prevent a multitude of woes down the line.

Avoid a piecemeal approach

One piece of content here, another there—it may seem efficient at first, but content scattered across creators without a unifying approach can lead to chaos. When SEO briefs are handed out individually without an overarching strategy, content can end up cannibalising itself. Even if each piece glitters with well-chosen keywords, the lack of cohesion may hinder the overall campaign’s effectiveness.

A cohesive content management process ensures that every article, blog post, and web page sings the same strategic tune, avoiding overlap and maximising SEO potential. It’s about stitching together the pieces into a harmonious tapestry that’s appealing to both search engines and users alike.

Ensure oversight by a Content Manager

A content manager is vital in harmonising efforts. Without their oversight, even pieces polished with precision can clash rather than complement each other. A content manager keeps tabs on keyword mapping and usage, ensuring that every creator knows their part in the grander scheme of things.

This central oversight ensures that content campaigns stay on track, hitting the correct notes and delivering the intended impact in terms of visibility, engagement, and conversion.

Address non-expert SEO briefs

Not all SEO briefs are created equal, and those penned by SEOs without linguistic expertise can be problematic. They might be fluent in the technicalities but can lack the finesse required for naturally integrating keywords into content. Imagine trying to force awkward keywords into prose that should otherwise flow seamlessly—it’s jarring for readers and unprofessional from an SEO standpoint.

Good content doesn’t just meet keyword criteria; it tells a story that resonates with the audience. Collaborating with linguistically gifted writers ensures that SEO elements are woven into narratives without awkward seams, appealing to human readers and search algorithms alike.

Understanding audience and market dynamics

When engaging in SEO translation or copywriting, understanding the audience and market dynamics is crucial. To resonate with a target market, you must tune into the specific needs and preferences of their audience. Let’s delve into some important facets of this process.

Targeting the right audience

One of the fundamental errors businesses make in SEO translation is failing to target their audience accurately. This misalignment often stems from not aligning SEO briefs with the local audience and/or their search intent. Last year I audited a British fintech’s website, who used consumer-oriented keywords, such as “card receipt” and “how to cancel direct debit”, for content aimed at small and medium-sized businesses. 

To avoid this, it’s crucial to tailor your international SEO strategy meticulously. Understand who your audience is, what they search for, and how they express these searches in their native language.

Incorporating local market dynamics in iSEO

Ignoring local market dynamics can lead to poorly performing SEO campaigns. For instance, failing to account for market-specific regulations or trends could result in content that is irrelevant and fails to perform well in search engine rankings. 

In another of my 2024 projects, I had to rework SEO briefs for an outdoor clothing company. Their marketing team prepared international content briefs based on keywords describing innovative materials the product is made of, rather than helping users to see the benefits and usage they can make of it. In markets like France, communicating value to customers is crucial for conversions.

A comprehensive understanding of local market dynamics involves studying local competition and assessing what they are doing effectively or ineffectively. It also includes keeping abreast of any upcoming changes and regulations.

A fintech client approached me last year and requested an article about invoicing software packages in France. The SEO brief ignored, however, the upcoming e-invoicing regulations in 2026-27. Another near-miss which I pushed back on, to avoid publishing content that’s outdated or misaligned with market expectations.

Recognising location influence in SERPs

Search Engine Results Pages (SERPs) can vary greatly based on precise geographical locations. It’s not uncommon for businesses to neglect this element, leading to skewed SERP results in their plans.

For an accurate understanding of location influence, consider using hiring SEOs based in the target country and with a strong grasp of local SERPs. Alternatively, make use of a VPN to simulate local search conditions. This understanding helps refine SEO efforts, ensuring your translated content ranks appropriately within the desired geographical area.

Conclusion: Crafting a successful international SEO strategy

I hope my experiences help you avoid common pitfalls in international SEO in 2025.

Here are some effective approaches to consider:

• Plan strategically: Don’t treat SEO as an afterthought. Plan an appropriate workflow ahead of time to navigate different market dynamics smoothly and efficiently.
• Tailor your approach: Each market is unique, so prepare your market entry. Study the local competition first, what are they doing right and wrong, what they rank for, then try to fit into that landscape. Your strategy in one country might be pure organic, but you may have to use some paid ads in another, where the competitive landscape is different.
• Hire right: Whether you are a business going global or an agency, hire culturally and linguistically savvy SEOs and make sure the management aspect is considered when negotiating budgets
• Long-term commitment: Recognise that SEO is not an overnight affair. Engaging with an iSEO strategist for several months is vital to track and adjust strategies effectively, ensuring long-term success and adaptability.

Edit Translations: dual expertise to help you grow internationally

Embarking on international SEO requires more than just translating words.

Elzbieta and her team understand both SEO and linguistic nuances that allow them to offer comprehensive services:

• SEO strategy for international markets including in-depth knowledge of the target audience, local market trends and cultural specifics
• Competition analysis, keyword research and placement, localisation of landing pages
• writing Google Ads
• Competitor and Content Gap Analysis, User Journey Analysis, OPO Audit
• Cultural consultation on brand relevance, data and consumer behaviour
• SEO Translation and content writing

Contact us with your specific needs and we will be thrilled to help you!