Insights / 06 Analysis
Bilingual sites that search engines and AI both understand
Machine-translated pages are invisible. Here is how to structure a site that is found in both languages.
A Spanish page that is a word-for-word machine translation of an English page is, to a search engine, a low-quality duplicate. To a Spanish-speaking customer, it reads like one too.
Native, not translated
People phrase questions differently in each language. Research the Spanish questions separately, and write pages that answer them — even if the two versions of a page are not identical.
Get the plumbing right
Each language needs its own URL, correct hreflang pairs, a localized title and description, and schema in the page’s language. Small mistakes here quietly remove a whole language from results.
Listings count too
AI assistants cross-check your business against directories. Spanish-language directories and reviews are part of being cited in Spanish answers.