WPML at a glance
WPML stands for "WordPress Multilingual Plugin" and turns a WordPress site into a multilingual one. It translates posts, pages, menus, custom post types, taxonomies and theme strings — including WooCommerce products and ACF fields. WPML has been on the market since 2009 and is the default choice for complex multilingual WordPress projects.
Unlike external translation services, all content stays inside your own WordPress database. You keep full control over URLs, hreflang tags and content — which matters for SEO and performance.
How does WPML work?
WPML stores a separate translation of each piece of content per language and links them via a language ID. In the WordPress admin, status icons per language (translated, in progress, missing) show up next to each post and page. The Translation Editor allows you to translate segment by segment — manually, with translators, or via machine translation (DeepL, Microsoft, Google).
- URL structures:Choose between language directories (/en/, /de/), subdomains (en.example.com) or top-level domains (example.com, example.de). Directories are usually the SEO-friendly default.
- hreflang tags:WPML emits correct hreflang tags per language version automatically, so Google can serve the right language and region to each user.
- Language switcher:A widget or menu element to switch between language versions. Important: link the matching translation, not the homepage of the other language — otherwise UX and SEO suffer.
- Machine translation:Through "WPML Translation Management" you can run automatic translations via DeepL or Microsoft. Useful as a first draft, but human editing remains mandatory.
WPML licenses overview
WPML is a paid plugin. The right license depends on the feature set you need and the number of sites it covers. The decision usually depends on whether you run a simple blog, a corporate site or a multilingual WooCommerce shop.
Multilingual Blog
Cheapest tier for blogs only: posts, pages, categories and tags can be translated. No custom post types, no WooCommerce, no Translation Management. Only viable for very simple sites.
Multilingual CMS
Recommended for most corporate sites: includes custom post types, ACF fields, WooCommerce modules, Translation Management, machine translation and translator workflows. Suitable for agency projects and online stores.
Multilingual Agency
License for agencies running many client sites: all CMS features plus unlimited sites. Worth it only when several multilingual projects run in parallel.
WPML vs. Polylang & TranslatePress
WPML is not the only option. Depending on your needs Polylang or TranslatePress may be lighter, cheaper or simpler. An honest comparison helps you choose.
- WPML:Most complete feature set, broad plugin compatibility (WooCommerce, Yoast, Elementor), active support. Drawbacks: paid, can impact performance on large sites, complex database schema.
- Polylang:Free base version, lean code, good for blogs and mid-sized sites. The Pro version adds WooCommerce support. Fewer plugin integrations than WPML.
- TranslatePress:Visual frontend editor: translate directly inside the live layout. Very intuitive for editors. A free version exists; the Pro version unlocks SEO and URL-based language switching.
- Multisite with one site per language:Instead of a plugin, run a WordPress multisite with one site per language. Very clean separation, but editorial workflow and link maintenance get heavy. Rarely the right answer.
WPML and SEO: hreflang, canonicals, URLs
Multilingual sites are technically harder than single-language projects. WPML automates a lot — but only when configured cleanly.
Setting hreflang correctly
WPML renders hreflang tags per language version automatically in the <head>. Important: define the language-region pair (e.g. de-DE, en-GB) correctly and enable x-default for the primary language. Without correct hreflang, your language versions compete with each other in the SERPs.
Canonicals & duplicate content
Each language version gets its own canonical URL. When only parts are translated, WPML can fall back to the source language — cleaner than leaving empty translations online.
URL structures
The directory structure (/en/, /de/) is the most SEO-friendly: one shared domain authority pool, clear hierarchy. Subdomains and ccTLDs each accumulate their own authority and only make sense for genuinely region-specific properties.
WPML alone does not make your site multilingual-successful. Content must be linguistically and culturally adapted, internal links must work per language, and Schema.org markup should be validated in every language. More about our WordPress agency.
WPML best practices
Multilingual projects rarely fail because of the plugin — they fail because of setup and workflow. The points below save time later.
- Language strategy first: Decide on target markets and primary language before installing WPML. Switching URL structures later is possible but expensive.
- Check theme & plugins: Look for the WPML compatibility badge. Incompatible themes or plugins lead to strings that cannot be translated.
- Machine translation as a draft: DeepL produces strong first drafts but does not replace expert proofreading — especially for legal copy and domain-specific terminology.
- Backup before adding languages: Adding a language modifies the database schema. Always back up first, ideally test on staging.
- Audit hreflang regularly: Use Search Console or tools like Ahrefs / Sitebulb to detect hreflang errors. Inconsistencies will sink any multilingual setup.
Summary – when WPML makes sense
WPML is the right choice for ambitious multilingual WordPress projects with WooCommerce, custom post types and translator workflows. Simple blogs are usually fine with Polylang; for visual translation TranslatePress is the fastest path. The plugin is rarely the differentiator — what matters is a clean language strategy, correct hreflang and content that stands on its own in every language.
If you are starting a multilingual WordPress project or want an audit of an existing WPML setup, we help with selection, migration and performance.
Frequently asked questions about WPML
What is WPML?
WPML (WordPress Multilingual Plugin) is a paid WordPress plugin that translates posts, pages, menus, custom post types and WooCommerce products into multiple languages. It also handles hreflang tags, canonicals and language switchers automatically.
How much does WPML cost?
WPML is sold in three license tiers: Multilingual Blog, Multilingual CMS and Multilingual Agency. Most corporate sites need Multilingual CMS. Licenses renew annually; if you stop renewing, the plugin keeps working but receives no updates or support.
WPML or Polylang — which is better?
WPML offers a deeper feature set, more plugin integrations (WooCommerce, Yoast, Elementor) and better translator workflows. Polylang is leaner, has a free base version and is enough for simple blogs and smaller sites. For demanding shops and agency projects, WPML is usually the more robust pick.
How is WPML different from TranslatePress?
TranslatePress translates directly in the visual frontend — very intuitive for editors and marketing teams. WPML works in the admin via a structured translation editor and is better suited for complex content with custom fields and translator teams. TranslatePress is cheaper and simpler; WPML is more powerful and mature.
Is WPML good for SEO?
Yes — when configured properly. WPML emits hreflang tags and language-specific canonicals automatically. The directory URL structure (/en/, /de/) is recommended to consolidate domain authority. Other essentials are complete language versions without dead translations and a consistent, language-accurate language switcher.
Does WPML work with WooCommerce?
Yes. WPML is the most widely used solution for multilingual WooCommerce stores. The "WooCommerce Multilingual & Multicurrency" module configures products, variations, categories, taxes and currencies per country. The Multilingual CMS license is the minimum required.
Can WPML translate automatically with DeepL?
Yes. Through "WPML Translation Management" you can run automatic translation via DeepL, Microsoft or Google. Machine translation is billed per translated word. We strongly recommend reviewing automatic translations editorially — especially for legal copy and specialist terminology.
How do I install WPML on an existing site?
Test on a staging environment first: create a backup, install the WPML plugin and the required add-ons, add your languages, decide on the URL structure and configure SEO settings. Then translate existing content step by step. For complex sites, an experienced WordPress agency saves significant time.