You’ve translated your site, optimized it, and now all that’s left to do is wait for that all-important local traffic to find you. But what happens if that simply doesn’t happen?
Here’s an important truth: even the best multilingual content won’t rank if the backlinks don’t follow suit.
If you want your site to gain traction in Spain, South Korea or Brazil, you need backlinks in Spanish, Korean or Portuguese, too. But what’s the best approach to building multilingual links? And how do you make sure the ones you create are effective? We’ve put together a clear guide to international link building that shows you exactly how to do it – as well as the main things to avoid.
Table of Contents
Why are multilingual backlinks so essential?
Let’s start by addressing the heart of the issue: search engines use backlinks to gauge not only your authority and relevance to users, but also how significant you are from a geographic and linguistic perspective.
So, even if your site ranks well in your original country (let's say, the UK), if you want to expand into France, you'll need to signal to Google.fr that you're relevant there, too. This means building backlinks in the right language and from the right region in order to rank well in your target location.
8 Ways to Build Effective Multilingual Backlinks for Your Site
1. Make sure your content is on point
First things first: When you’re building multilingual backlinks, make sure you have something worth linking to. This often means creating something relevant to your new audience, providing them with a fresh perspective on topics they already care about. This is the case even if your website is new; by thoroughly researching and writing a blog post that is not only informative but also entertaining, you’ll build organic traffic.
While it can be tempting to focus solely on building links to commercial pages, it’s also important to include a couple of pages that are informative, as this sends a clear signal to Google that your site is helpful – and therefore worth sending people to.
2. Translate accurately – and don’t forget to localize
A clunky or inaccurate translation will do more than confuse readers; it can also seriously undermine your brand’s reputation. Imagine pitching a high-authority blog in France or Japan with an email full of awkward phrasing or mistranslated idioms. It won’t just be ignored; it could alienate your future clients and damage your chances of them placing their trust in you in the future. The key to securing quality backlinks in other languages is sounding like you belong in that market. This starts with fluent, idiomatic translation carried out by a native speaker.
Moreover, be sure to look at content localization, as well as translation. For example, suppose you’re trying to reach Spanish speakers in Spain. In that case, you’ll need to adopt a different tone – and in some cases, completely different vocabulary – compared to if you wanted to connect with Spanish speakers in Mexico.
How does this impact multilingual link building? Well, if your content doesn’t reflect the culture and language of your target market, local publishers won’t see the value in linking to it – no matter how good your SEO is.
3. Consider your keywords carefully
While translating your existing content needs to be handled carefully, so too do the keywords you target. That’s because what works in one language, may not work as well in your target area (let’s say, Italy).
For example, “cheap flights” is a common search term in the UK and USA. In Italy, this translates directly as “voli economici”. Although grammatically correct, this search term yields lower search volume compared to more commonly used phrases like “offerte voli” or even “voli low cost”, which better reflect how Italian users typically search for deals.
4. Partner with Local Influencers and Bloggers
Reaching out to native influencers, bloggers, or content creators in your target region can be a powerful way to build trust and links. These individuals already have an audience that values their recommendations. Collaborating with them—whether through guest posts, interviews, or product mentions—can help you gain credible backlinks that are highly relevant and localized. Make sure your content aligns with their style and language nuances.
5. Submit to Country-Specific Directories and Forums
Local directories and forums are often overlooked but can offer valuable backlinks when chosen wisely. Look for high-quality, niche-specific directories in your target countries. Also, participate in popular regional forums or community platforms by providing genuine help and insights—this can earn you natural backlinks and increase your visibility in that language space.
6. Publish Guest Posts in the Target Language
Guest posting remains one of the most effective backlink-building strategies—just be sure to write your posts in the local language. Reach out to relevant blogs or industry websites in your target country and pitch unique, well-researched topics that resonate with their readers. A localized guest post not only earns a backlink but also demonstrates cultural sensitivity and relevance.
7. Create Shareable Visual or Interactive Content
Design infographics, videos, or interactive tools that are adapted to the target culture and language. These types of content tend to get shared more and can attract backlinks from news sites, educational blogs, and social platforms in different regions. Just make sure your visual elements (colors, imagery, symbolism) and language use are culturally appropriate and engaging.
8. Use HARO or Journalist Outreach in Multiple Languages
Help a Reporter Out (HARO) and similar platforms exist in different countries. By signing up for journalist request services in various languages (e.g., France’s Cision, Germany’s Recherchedienst), you can respond to queries and earn backlinks in foreign media. Tailor your responses to each language and cultural expectation for higher success rates.
Final Word
Building effective multilingual backlinks for global SEO requires a nuanced, careful approach. It involves really getting to know your target audience, including how they search, how they talk to each other (and expect to be spoken to by brands), as well as the cultural cues and language preferences that influence them. Once you’ve successfully mastered these, everything else will fall into place!