International & multilingual SEO
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A multilingual site is not built by adding a translation at the bottom of the page: it must be structured so that Google understands which version to show to which visitor, and so that each version ranks for the expressions actually typed in its language. ## One language, one set of content Expressions change with language and country. "Web agency Casablanca" is translated differently into Arabic and English, and English-speaking clients in Morocco tend to look for international providers. Keyword research is therefore done per version. ## Architecture mistakes Subdomains, separate domains, language parameters: each choice has a consequence for authority and maintenance. Subdirectories remain the easiest to follow, and the easiest to redirect during a future redesign. ## Arabic and layout The Arabic version must be tested as a full site: reading direction, alignment, typography, forms. A page that is technically translated but displays badly in Arabic costs the brand more than it brings.When this guide is for you
- Your site exists in French and you also want to attract Arabic- or English-speaking customers
- You sell abroad and your French pages rank poorly with local buyers
- Your translations are automatic and visitors bounce immediately
- You notice that several versions of the same page compete in the results
- You are preparing an expansion in Morocco, Africa and Europe with a single site
Step by step
- Define markets and languages — Choose the countries and languages you really target, based on observed demand and your capacity to deliver or serve. Distinguish the same language in two countries (French in France, French in Morocco) and content that is genuinely specific.
- Choose the URL architecture — Prefer subdirectories (example.com/ar/, /en/) over subdomains or separate domains, unless there is a strong reason. A single structure simplifies maintenance and the distribution of authority.
- Translation and local adaptation — Translate, then adapt: expressions, currencies, units, examples, services offered. Automatic translation without review undermines trust and is not treated as original content.
- Hreflang and tags — Set up reciprocal hreflang tags between all versions, with the correct language and region codes. A common error: a version pointing to a URL that does not exist.
- Tracking by market — Track performance by version in Search Console and by country, and check the backlinks of each version. Adjust content that progresses in one market but not another.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Multilingual audit and architecture | 10,000 – 35,000 MAD (≈ 910 – 3,200 €) | Structure, hreflang, sitemaps and redirects |
| Translation and adaptation of a page | 400 – 1,500 MAD / page (≈ 36 – 140 €) | Translator from French into Arabic or English, suited to the sector |
| Monthly tracking by market | 4,000 – 12,000 MAD / month (≈ 360 – 1,100 €) | Rankings, content, links and fixes |
| Full Arabic version of the site | 8,000 – 30,000 MAD (≈ 730 – 2,700 €) | Translation, right-to-left layout, testing |
| Country-specific content | 1,000 – 3,000 MAD / article (≈ 90 – 270 €) | Examples, prices, regulations and local markets |
| Sites or shops per market | 25,000 – 80,000 MAD (≈ 2,300 – 7,300 €) | Only if the gap between markets is very large |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Automatically translating the whole site without review, at the cost of credibility
- Omitting reciprocal hreflang, which leaves Google to choose the version to show
- Creating a subdomain per language without redirecting outdated versions or consolidating authority
- Targeting written Darija as a search language, when searches are mostly done in Arabic, French or English
- Translating pages but not keywords: the expressions people search for differ from one language to another
Frequently asked questions
One site per country or subdirectories?
Subdirectories on a single domain are enough in the vast majority of cases. A separate site is justified by regulatory reasons, a very different catalogue or an independent local brand.
Does Arabic rank like French?
Yes, provided the Arabic version is carefully optimised (original content, not raw machine translation), the right-to-left layout is properly handled and the language is declared in HTML.
How long before seeing international results?
A new domain or directory starts from zero: allow six to twelve months for significant visibility in a new language, longer in highly competitive markets.
Is machine translation penalised?
Not explicitly, but automatically translated content with no added value often ranks poorly and converts little. The risk is commercial before it is technical.
How do I check that hreflang works?
Check that each version points to all the others, including itself, and that every target URL exists. Crawl tools flag orphaned or inconsistent hreflang.
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Related guides
Version française: /services/seo/seo-international/ · AR · NL