Localisation is about much more than translation. Businesses looking to expand into countries like France need to be well aware of the nuances of the French language, and cultural differences that might affect how campaigns are perceived.
Any translation errors or other issues with tone could quickly turn a potential customer off, so we always advise partnering with native speakers as you craft your campaign.
If you’re planning on targeting new markets in France, there are a few things you’ll need to bear in mind as you plan your new SEO strategy. Here are some pointers from our experts, and don’t hesitate to contact our French SEO agency for more information
Technical SEO for French Markets
Language is of course hugely important in the planning and delivery of any SEO campaign. If you’re hoping to get your site at the top of search engines in France, you need to think about how language is used throughout your campaign – from the copy on your webpages to the URLs that potential customers will see.
The best localised SEO strategies so far beyond the obvious. Think about things like meta tags, ensuring that all meta data is translated into the right language for your target market. French words are often longer than their English counterparts, so you may need to rewrite these as you go.
Local keyword research is vital. This is another area that sometimes trips companies up if they opt for a simple translation of their web content. Consult a native writer to help craft your new content and you’ll be able to ramp up those rankings by offering content that sounds authentic – and grabs the attention of your French audience.
If global expansion is on the cards for your company, you’ll also need to plan how you’ll use different URLs as part of your technical strategy with hreflang tags setup correctly.
French domain names and URLs add that extra element of authenticity. Simple changes like these can really make a difference when it comes to credibility, helping to build on the reputation of your brand as you explore overseas markets. They’re great for search rankings, too.
How The French Search
In terms of technical factors, French SEO is fairly simple. The French head to Google before any other search engine. It had a 96.75% market share in March 2024, so there’s no need to think about optimisation for competitor sites if you’re targeting a French market.
French people tend to search in French before any other language, which is another reason why your site has to be translated perfectly – and optimized in French.
Accents can impact search results on the French version of Google. Some accents, such as ‘è’ are normalised in results, while others aren’t. A user searching for a term without an accent in France, therefore, might not see as many results as they would using that term with the required accent. This is important when it comes to planning your web content, because the use of accents or lack of them could really affect your rankings in France.
Some companies prefer to stay true to the correct use of accented letters, while others might feel it more appropriate to opt for non-accented characters in titles, for example. The best option for you really depends on the search terms you’re targeting, which is why keyword research is so crucial. During your research, pay attention to the use of accents and plan your technical strategy with this in mind.
Thoughts on Translation
To really engage with an audience, you need to speak their language. But of course, simple translations are never going to cut it if you really want to build a rapport with an audience whose mother tongue is different to yours.
Accuracy is incredibly important, which is why it’s vital that you have a native speaker on your team if you’re translating any content. Direct translations are never going to be as impactful as content written specifically for a French audience, and for that reason it’s always worth going back to basics and rewriting your sites with your chosen audience in mind.
Tone is another thing to think about as you plan your translations. In some languages, French being a prime example, two words might mean the same thing, but different versions will convey different tones and levels of formality. The word ‘tu’ can be used in an informal manner, for example, whereas ‘vous’ is more formal and is therefore used more often in business. The tone conveyed by your choice of words matters hugely in translated content – don’t overlook it.
Product names are sometimes translated for new target markets, but this isn’t always necessary. The right answer here really depends on what you’re selling, and the names you’re already using. If you’re unsure, invest in more detailed keyword research to determine what would work best for potential new customers.
The best localisation strategies combine expert translation with technical SEO, to create engaging sites that rank well on a chosen search engine. If you’re targeting a French audience, you’ll need to pay particular attention to translation, bearing in mind tone and cultural nuances as you craft your copy specifically for them.
