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The ultimate bilingual SEO guide for Swiss companies (French and English)

The ultimate bilingual SEO guide for Swiss companies (French and English)

The ultimate guide to bilingual SEO for Swiss companies (French and English)

Did you know that 64% of Swiss people use multiple languages every week? In a multilingual country like Switzerland, adapting your content in French and English is essential to maximize your online visibility. Here's what you need to know to succeed:

  • Why bilingual SEO?
    • French is spoken by 23% of the Swiss population.
    • English is gaining ground in business and among expatriates.
    • A bilingual approach allows you to reach a diverse audience and improve your local and international performance.
  • Essential technical basics:
    • Efficiently structure your URLs (e.g., /fr/, /en/).
    • Use hreflang tags to target the right language audiences.
    • Set up geotargeting for Switzerland via Google Search Console.
  • Keyword research:
    • Identify terms suitable for both languages (e.g., "agence web Genève" vs. "web agency Geneva").
    • Consider local specificities like "natel" (mobile phone) or regional expressions.
  • Content adaptation:
    • Translate carefully and adhere to Swiss formats (CHF, dates: 14.05.2025, time: 14:30).
    • Adapt your texts to local language habits for each region.
  • Performance tracking:
    • Analyze your results by language and region using tools like Semrush or Ahrefs.
    • Regularly test and adjust your content to meet user expectations.

Quick summary:

Aspect Key Action
Technical structure Use /fr/ and /en/ for your URLs.
Bilingual keywords Analyze local searches (e.g., "SEO services").
hreflang tags Target fr-CH for French and en for English.
Local formats Adhere to Swiss standards (CHF, dates, time).
Recommended tools Semrush, Ahrefs, Google Search Console.

By implementing these practices, you will optimize your online presence for French-speaking and English-speaking Swiss audiences.

Multilingual SEO: The secrets of a successful international strategy with hreflang

Technical configuration of bilingual SEO

A well-designed technical foundation is essential to improve the visibility of your site among French and English users in Switzerland.

URL structure options

For structuring URLs on a bilingual site, several methods are possible:

Structure Advantages Disadvantages
Subdirectories (/fr/, /en/) Easy to implement, retain domain authority, simplified technical management Do not allow localized hosting
Subdomains (fr.site.ch) possible, clear separation of language versions More complex configuration, fragmented SEO authority
Distinct domains (.ch, .com) Precise geographical targeting, reinforce local image High costs, heavier management

For a site targeting the Swiss market, the structure with subdirectories is often the best option. For example, Apple uses this approach with URLs like www.apple.com/fr/ and www.apple.com/en/.

Guide to implementing hreflang tags

Hreflang tags help direct users to the appropriate language version. Here is an example configuration:

<link rel="alternate" hreflang="fr-CH" href="https://www.site.ch/fr/" />
<link rel="alternate" hreflang="en" href="https://www.site.ch/en/" />
<link rel="alternate" hreflang="x-default" href="https://www.site.ch/" />

Here are some key points to configure them correctly:

  • Use “fr-CH” to target French speakers in Switzerland.
  • “en” may suffice for international English content.
  • Add “x-default” to define a default page for users without language preference.
  • Each page should include references to all other available language versions.
  • Remember to add a self-referencing tag on each page.

Geotargeting configuration for the Swiss market

To strengthen geographical targeting, use Google Search Console to set Switzerland as the primary region. Also, monitor any errors in the hreflang report.

"Webmasters serving multiple versions of their content in different languages or for users in different countries should use hreflang annotations to help Google display the correct version in search results for each user."

These technical adjustments provide a solid foundation for delving into bilingual keyword analysis in the next section.

Keyword research for both languages

Keyword research in Switzerland requires a well-thought-out approach to effectively reach French-speaking and English-speaking audiences. Here are some tips to optimize your strategy.

Selecting keywords in French and English

Identifying relevant keywords in both languages is a crucial step. Let's take the example of a web agency based in Geneva:

French English Monthly search volume (CH)
1,200
création site internet website development 2,400
SEO services 1,800
digital marketing Switzerland 890

Remember to consider local linguistic specificities. For example, in French-speaking Switzerland, the word "natel" is often preferred over "portable," which can influence search terms.

Bilingual SEO research tools

To effectively analyze the Swiss market, some tools stand out for their advanced features:

Semrush offers:

  • A database of 26 billion keywords
  • 140 geographical databases
  • Analyses tailored to the Swiss market, in French and English

Ahrefs, on the other hand, is particularly useful for:

  • Understanding search intent
  • Tracking keyword positions
  • Studying your competitors' pages

"Semrush is like a keyword research tool, Google Trends, Moz, Hootsuite, and SimilarWeb all in one." – Mario León Rojas, Performance Marketing Specialist

Specific terms for the Swiss market

To optimize your strategy, it is crucial to consider regional specificities:

  • Use "CHF" for prices
  • Adhere to the Swiss date format (e.g., 14.05.2025)
  • Use metric units (m², km, kg)

Additionally, adjust your keywords based on regionalisms and linguistic variations. This ensures that your terms align with local search habits.

To structure your approach, create a bilingual glossary that includes:

  • Translated keywords
  • The search volume for each term
  • A back-translation for consistency

By following these recommendations, you will be better prepared to produce localized and effective content for your French-speaking and English-speaking audiences.

Bilingual content development

After defining keywords and technical formats, let's focus on creating content that truly fits the Swiss context.

Effective bilingual content relies on an approach that considers local specificities. Here are the essential points to optimize your content in French and English.

Best practices for localization

Linguistic adaptation

  • Prefer human-translated content for better quality.
  • Work on key SEO elements:
    • Title tags: Limit them to less than 60 characters.
    • Meta descriptions: Keep them under 120 characters.
    • Create clear and concise URLs that reflect the content.

Navigation structure

  • Ensure consistent internal links in each language version.
  • Avoid cross-links between different languages to avoid user confusion.
  • Maintain a smooth and uniform navigation structure.

Swiss conventions for formats

For clear and compliant communication, adhere to local standards:

Element French format (CH) English format (CH)
Currency CHF 1,234.50 CHF 1,234.50
Date 14.05.2025 14.05.2025
Time 14h30 14:30
Measurements Metric system Metric system
Temperature °C °C

Linguistic specificities in Switzerland

  • Adopt local terms like "septante," "huitante," and "nonante."
  • Include specific expressions, for example, "natel" to refer to a mobile phone.
  • Follow local conventions for addresses: place the number after the street name.

Respecting these formats and usages not only facilitates understanding but also ensures communication that meets local expectations.

Legal compliance in Switzerland

Data protection

  • Apply the requirements of the LPD (Federal Data Protection Act).
  • Also comply with the GDPR if your content targets an international audience.
  • Provide legal notices in the two main languages.

Specific obligations

  • Include a privacy policy in French and English.
  • Draft terms and conditions tailored to Swiss law.
  • Comply with cantonal requirements for legal notices.

With nearly a quarter of the Swiss population (around 2 million people) speaking French, these adjustments are not only a matter of compliance but also a strategic step to ensure optimal performance and successful SEO.

Performance tracking and updates

Once your research is done and your linguistic optimization is in place, monitoring successful bilingual SEO requires suitable tools and a methodical approach.

Analysis by language and region

To effectively monitor your results, it is essential to use tools that provide detailed analyses by language and region.

Recommended tools for the Swiss market:

  • Friendly Analytics: A Swiss solution focused on data protection, available starting from 29 CHF/month.
  • Semrush: A comprehensive platform adopted by over 10 million professionals.
  • Ahrefs: Used by 44% of Fortune 500 companies for in-depth analyses.

Key metrics to monitor:

Metric French English
Organic traffic By canton International
French-speaking Switzerland Global
Conversion rate By language region By country
Bounce rate By FR page By EN page

These indicators guide your future tests and adjustments to maximize performance.

Bilingual content tests

Continuous improvement of bilingual content relies on comparative analysis and regular experimentation.

Comparative analysis:

  • Compare the performance of pages in French and English.
  • Study differences in user behavior between the two versions.
  • Adapt the content to meet the specific expectations of each audience.

Multilingual A/B tests:

  • Experiment with different versions of titles and meta descriptions.
  • Analyze how content variations influence conversions.
  • Measure engagement based on language and geographical location.

These tests refine your strategy based on results and user specifics.

SEO update response plan

To maintain effective bilingual SEO, closely monitor Google algorithm updates for both French-speaking and English-speaking audiences.

Algorithm monitoring:

  • Quickly adjust your strategy based on new requirements.
  • Document the impact of changes on each language version to identify areas for improvement.

Continuous optimization process:

  1. Monthly audit: Analyze page performance in French and English using tools like Semrush or Ahrefs.
  2. Technical adjustments: Check hreflang tags and ensure URL structure consistency.
  3. Content optimization: Update your pages with recent keywords and search trends.

"Ahrefs has opened the door to actionable insights our team uses daily and it enhances our SEO strategy in more ways than we can count!" - Jenn Long, Technical SEO Manager, Zoom Video Communications

By combining vigilant monitoring and regular adjustments, you will be better prepared to respond to SEO changes while maximizing your results in both language markets.

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