Unlock global customers
Your next best customers may not search in your store’s default language. Multi‑language SEO makes your content discoverable and trustworthy in every market you serve.
Why one language limits sales
- Discovery: Shoppers search in their own language. If you don’t have localized pages, they won’t find you.
- Trust: Native‑language content feels tailored, reducing friction and returns.
- Edge: Localized stores win against generic, machine‑translated competitors.
What multi‑language SEO means
It’s more than translating words. It’s creating localized pages with the right URLs, metadata, and signals so search engines surface the correct language/region version to each shopper.
The step‑by‑step plan
1) Set up languages in Shopify
Use Shopify’s native language features with the Shopify Translate & Adapt app for managing translations and market‑specific tweaks.
- Settings → Languages → Add language → Publish.
- Install “Translate & Adapt” (Shopify) to auto‑translate and manually refine key content.
- Confirm language subdirectories are enabled (e.g.,
/fr/,/de/).
2) Translate the content that sells
Localize all customer‑facing text: product titles/descriptions, collection copy, menus, checkout strings, blog posts, page titles, meta descriptions, and key headings.
- Prioritize top products, high‑traffic pages, and landing pages.
- Use human review on important pages by using machine translation and quick human edits.
- Keep brand terms consistent across languages.
3) Get technical right (URLs & hreflang)
With Shopify languages or a compliant translation app, language subfolders and hreflang are handled for you. This helps search engines show the correct language page and avoid duplicate‑content issues.
4) Optimize translations with local keywords
Do keyword research in each language/market (terms differ per locale). Add those queries naturally to titles, headings, meta descriptions, body copy, and alt text.
- Use native tools or work with translators who understand SEO.
- Match units, date formats, and etiquette to local expectations.
Essential checklist
- Add languages; install Translate & Adapt (or an alternative quality app).
- Translate all shopper‑visible copy with human edits on key pages.
- Verify language subfolders and
hreflangare output. - Local keyword research; update titles/meta/headings accordingly.
- Get local links/mentions to build authority in each market.
- Test every language variant on mobile and desktop for UX and speed.
Launch readiness checklist
- Markets set and language subfolders live (e.g., /fr/, /de/).
- Language switcher in header and footer that persists after navigation.
- Translated: products, collections, blogs, menus, theme strings, checkout, emails, system pages. Shopify will provide some of these translations for you.
- Localized formats: currency, taxes, dates, numbers.
- View page source: complete
hreflangset (with self‑ref) on key pages.
Where to make changes in Shopify
- Settings → Languages: add/publish languages, import/export translations.
- Products / Collections / Pages / Blog posts: switch language in the editor and translate field‑by‑field using Translate & Adapt Localize.
- Translate & Adapt app: automate and fine‑tune content by market.
Keyword ops per locale
Do keyword research for each language & country (e.g., fr‑FR vs fr‑CA). Map one primary and a few secondary keywords to each localized URL. You can store these target keywords as page/product metafields to brief translators and keep consistency across the team and apps.
Language switcher UX tips
- Place switcher in header and footer; label languages in their own language (Deutsch, Français).
- Don’t auto‑redirect by IP (where someone's IP address is based), use a polite suggestion banner.
- Persist the user’s choice via URL/cookie so they aren’t forced to reselect.
Image and alt localization
- Localize alt text and captions per language.
- Avoid putting text inside product images—Shopify doesn’t localize product images. Use text next to images so it can be translated for products.
- Prefer WebP; keep hero images light for each locale.
Common questions
Do I need separate Shopify stores for each language?
No. One store can host multiple languages using subdirectories, which is far easier to manage as all your inventory and orders are in one place.
Is translation alone enough for SEO?
Translation makes pages readable. Multi‑language SEO (correct URLs, hreflang, and local keywords) makes them findable.
Automatic vs professional translation?
Use automatic for scale and speed; use professional review for high‑value pages and to add local keywords. Many teams use both.
You’ve got this
Start with one language in a high‑potential market. Translate key pages well, confirm technical signals, and optimize with local keywords. Then scale to the next market.