VELUX: Multilingual SEO strategy boosts Pan-European Organic Traffic for Online Window Retailer

About VELUX  

VELUX is the market leader in roof windows and roof window blinds. They are considered pioneers in window design and manufacturing as they engineer windows specifically for pitched ceilings. While based in Denmark, they have a presence that spans throughout Europe and the Americas.   

The Challenge: Engaging an International Audience Base 

As a brand with such a wide-reaching audience base, VELUX’s eCommerce strategy has a heavy emphasis on localization. This means having custom website and digital marketing strategy to serve each market. 

However, creating a localized marketing strategy at scale is highly resource intensive when done in-house. That’s why the VELUX marketing team challenged Codedesign with the task. The following markets were selected for localization and optimization: 

• United Kingdom  

• Poland 

• Netherlands 

• France 

• Italy 

• Germany 

• Austria 

• Belgium 

• Czech Republic 

• Denmark 

• Hungary 

• Slovakia 

The Solution: Multi-lingual SEO Strategy 

Our digital marketing strategy was focused on On-Page Search Engine Optimization for each of the target languages.  

Unlike investing in Paid Media, which incurs costs each time an ad is clicked, SEO is singular investment that brings continuous, long-term results. Additionally, organic traffic is highly qualified, making SEO a lucrative marketing channel for eCommerce businesses.   

Our Methodology: Creating a Localized Customer Experience

Our mission was to make our SEO strategy as hyperlocal and customer centric as possible.  

While there is language overlap between some markets (ex. Germany and Austria), there are subtle differences between the languages that effect search patterns and user behaviors. To make sure that each text was as relevant as possible for the local market, all copywriting was performed by a native speaker of each country.  

For certain markets, we also incorporated a content marketing strategy. Our objective for using content marketing was two-fold.  

First, written content is a powerful catalyst for SEO, as it helps us to increase keyword density, introduce latent semantic indexing (LSI) keywords and engage website audiences.   

Second, content is an important part of brand building and storytelling. As a brand, VELUX is more than a window manufacturer; they are thought leaders in home renovation and design, with a core mission of bringing more natural light and fresh air into the home. We wanted to use our content marketing strategy to position them as such. 

The blog articles we produced focused on adding value for users in the various stages of their customer journey. By layering article themes that were inspirational (ex: attic design ideas), educational (ex: how to save money with energy saving blinds), or practical (ex: how to care for your blinds), we could appeal to these different audience segments based on their unique motivations. We designed these articles to be Evergreen, so that they can continue to bring high quality website traffic for years to come.

Looking to enter new markets, or need help localizing your digital marketing strategy? We can help!  

Codedesign is a digital marketing agency helping to connect our clients with their audiences worldwide. We build borderless digital marketing strategies focused on driving qualified traffic, increasing leads, boosting sales, and scaling profits. Contact us to schedule a consultation with of our digital marketing experts.  

A few questions about this project

What is multilingual SEO, and why is it important for online retailers like VELUX?

Multilingual SEO refers to the practice of optimizing website content for multiple languages to reach a broader, global audience effectively. This strategy is crucial for online retailers like VELUX, a leading manufacturer of roof windows and skylights, as it enables them to cater to the specific needs and search behaviors of customers across different regions. By implementing a multilingual SEO strategy, VELUX can enhance its online visibility, drive targeted traffic, and significantly improve user experience for non-English speaking customers. This approach not only supports global sales growth but also strengthens brand presence and reputation in international markets.

How does VELUX's approach to multilingual SEO differ from traditional SEO strategies?

VELUX's approach to multilingual SEO diverges from traditional SEO strategies by incorporating language-specific optimizations and cultural nuances into their digital content. Unlike conventional SEO, which primarily focuses on optimizing for one language, usually English, multilingual SEO involves tailoring content, keywords, and meta tags to suit each target market's language and search habits. VELUX meticulously researches local search terms, cultural preferences, and consumer behaviors to create optimized, relevant content for each region. This localized approach ensures that their website is not only discoverable in different countries but also resonates with the local audience, leading to better engagement and conversion rates.

What challenges did VELUX face in implementing a multilingual SEO strategy across Europe?

Implementing a multilingual SEO strategy across Europe presented VELUX with several challenges. Firstly, the linguistic diversity and cultural differences across European countries required a deep understanding of local markets to ensure content relevancy and search optimization. Secondly, managing and coordinating SEO efforts across multiple languages and websites increased the complexity of their digital marketing strategy. Thirdly, VELUX had to ensure consistent brand messaging while accommodating regional nuances. Lastly, the technical aspect of SEO, such as hreflang tags for language targeting and ensuring a seamless user experience across different language versions of the site, posed additional hurdles. Overcoming these challenges was crucial for VELUX to effectively reach and engage their diverse European audience.

Can you explain how localized content impacts SEO and audience engagement?

Localized content significantly impacts SEO and audience engagement by making the content more relevant and accessible to a specific geographic audience. For online retailers like VELUX, creating content that is tailored to the language, cultural nuances, and search behaviors of their target markets improves their search engine rankings in those regions. This is because search engines prioritize content that best matches the user's intent and context, including their location and language preferences. Furthermore, localized content enhances user experience by presenting information in the audience's native language, which boosts engagement, trust, and conversion rates. By addressing the specific needs and preferences of local markets, businesses can foster stronger connections with their audience and achieve better SEO outcomes.

Why did VELUX choose specific markets like the UK, Poland, and Germany for their SEO efforts?

VELUX chose to focus its SEO efforts on specific markets like the UK, Poland, and Germany based on strategic business objectives and market potential. These countries represent significant opportunities for VELUX due to their sizable markets, high internet penetration rates, and strong demand for home improvement products. By prioritizing SEO in these regions, VELUX aims to tap into the potential customer base, increase brand visibility, and drive sales. Additionally, these markets have unique characteristics and competitive landscapes that require tailored SEO strategies to effectively reach and engage the target audience. Focusing on these key markets allows VELUX to allocate resources efficiently and maximize the impact of their multilingual SEO efforts.

How did VELUX ensure the accuracy and relevance of content in different languages?

VELUX ensured the accuracy and relevance of content in different languages through a meticulous process involving professional translations, local market insights, and native language experts. To maintain high-quality, culturally appropriate content, VELUX leveraged native speakers with a deep understanding of local nuances, colloquialisms, and SEO best practices. These experts played a crucial role in adapting and optimizing content to resonate with each target audience while preserving the brand's message and values. Additionally, VELUX conducted market research to understand regional search trends and customer behaviors, ensuring that the content addressed local needs and preferences. This comprehensive approach helped VELUX maintain content accuracy and relevance across diverse markets.

What role did native speakers play in VELUX's content creation process?

Native speakers played a pivotal role in VELUX's content creation process by ensuring that all content was linguistically and culturally appropriate for each target market. These individuals, being fluent in the respective languages and familiar with local customs and search behaviors, contributed significantly to translating and localizing the content. Their expertise helped in accurately conveying VELUX's brand message while making it relatable to the local audience. Furthermore, native speakers were instrumental in optimizing content for SEO by incorporating relevant keywords and phrases that resonate with local search trends. This collaboration ensured that VELUX's content was not only engaging and informative but also ranked well in local search engine results, enhancing visibility and user engagement across different regions.

In what ways does content marketing contribute to VELUX's SEO strategy?

Content marketing contributes significantly to VELUX's SEO strategy by providing valuable, relevant content that attracts and engages their target audience while improving search engine rankings. Through informative blog posts, how-to guides, case studies, and other content formats, VELUX delivers content that addresses the needs and interests of their customers. This content is optimized for keywords and phrases that potential customers are searching for, enhancing VELUX's visibility in search engine results. Moreover, high-quality content encourages shares and backlinks from reputable sites, further boosting SEO performance. Content marketing also supports VELUX's multilingual SEO efforts by offering localized content that resonates with different audiences, enhancing user experience and engagement across various markets.

How does VELUX measure the success of their multilingual SEO strategy?

VELUX measures the success of their multilingual SEO strategy through a combination of key performance indicators (KPIs) and analytics tools. These metrics include organic traffic, search engine rankings for targeted keywords, conversion rates, bounce rates, and user engagement levels across different language versions of their website. VELUX also tracks the performance of localized content in generating leads and sales in specific markets. By analyzing these data points, VELUX can assess the effectiveness of their multilingual SEO efforts in reaching and engaging their target audience across different regions. This data-driven approach enables VELUX to make informed decisions on optimizing their strategy for better performance and ROI.

Are there any tips for businesses looking to implement their own multilingual SEO strategy?

For businesses aiming to implement their own multilingual SEO strategy, several key tips can lead to success. Firstly, conducting thorough market research is essential to understand the language preferences, search behaviors, and cultural nuances of your target audience. Secondly, investing in professional translation services and employing native speakers for content creation and localization will ensure accuracy and cultural relevance. Thirdly, optimizing technical SEO elements like hreflang tags and URL structures is crucial for guiding search engines and users to the correct language version of your site. Additionally, businesses should regularly update and optimize their content based on performance analytics and changing market trends. Lastly, integrating multilingual SEO efforts with overall digital marketing strategies, including social media and content marketing, will amplify reach and engagement across international markets.

Contact Codedesign Team for more information on your digital strategy. 

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