World Expo provided content in Excel: URLs, generic titles, and English text only. No keyword targeting. No meta descriptions. No structure for international search behavior.
We rebuilt everything from the ground up. SEMrush and Google Keyword Planner identified high-volume terms in each market. English targeted “world expo dubai pavilions” and “connecting minds creating future.” French focused on “exposition mondiale dubai” and “pavillon national expo.” Russian centered on “всемирная выставка дубай” and “павильоны экспо 2020.”

Headlines got rewritten for search intent, not generic Excel titles. Every page received optimized meta descriptions under character limits, proper H1/H2 hierarchy, internal links between related pavilions, and descriptive alt text.
Core theme pages (Opportunity, Mobility, Sustainability) received 800+ word treatment optimized for featured snippets. Country pavilion pages balanced engagement with SEO, averaging 400-500 words with strategic keyword placement.

Google Translate destroys credibility. We used native speakers for French and Russian adaptations. French content went through a French national who understood metropolitan standards while keeping copy accessible to Francophone Africa, Belgium, and Switzerland. Russian translation maintained formal written style appropriate for an international event while ensuring clarity across Eastern European and Central Asian Russian-speaking regions.
This caught nuances automated tools miss. Formal register in Russian. Regional French variations. Cultural references that need adaptation, not direct translation.
The native review process added time but delivered authenticity. Content reads naturally in each language, not like translated corporate speak.

English pages captured international event searches. French content reached France, Belgium, Switzerland, and Francophone African nations. Russian pages connected with Eastern European and Central Asian markets.

Technical implementation included hreflang tags for language targeting, canonical URLs preventing duplicate content issues, and structured data markup for event information. Mobile-first indexing principles ensured readability across devices.

The SEO foundation supported ongoing updates throughout the six-month event. New pavilion features, event schedules, and thematic weeks followed the same optimization process.

We established style guides for each language defining tone, terminology consistency, and formatting standards. Keyword research preceded all content creation. Search intent mapping directed users appropriately – informational searches to theme overviews, navigational queries to specific pavilions and events.
Every piece of content balanced three requirements: search visibility, user engagement, and cultural appropriateness. The result was a trilingual content system that maintained LaFactory’s journalism standards while meeting SEO objectives across distinct international markets.