Prague is two markets wearing one city. Locals search Google in Czech. A huge population of expats, tourists and international companies searches in English. Choosing your website’s languages is really choosing which of these customers exist for you.
When Czech-only is right
If your customers are Czech households — plumbing, accounting for Czech firms, a neighbourhood bakery — English adds cost without customers. Czech-only, done well, beats bilingual done badly.
When English-only works
Photographers serving visitors, relocation services, international schools: businesses whose customers arrive from abroad can thrive in English. Our client Kemalonurozman.com books photoshoot tours almost entirely from English-language search.
When you genuinely need both
Restaurants, hotels, dentists, gyms — anywhere locals and internationals both buy — a second language is often the cheapest growth available: the content already exists, it just isn’t readable by half your market.
The technical part that decides your rankings
Google treats each language version as a page in its own right. That means real translated pages (not a JavaScript widget), correct hreflang signals, and translated metadata. Machine translation plus human review is now genuinely good — but somebody must own the review. A menu that says “chicken supplies” instead of “chicken breast” costs more than the translator would have.
A one-question test
Search your own service in Czech, then in English. Different competitors appear — often weaker ones in one language. That gap is your opening.
Ask us which languages your market actually searches in — we’ll look at the data with you.
Frequently Asked Questions
Match your customers: Czech households search in Czech, expats and tourists in English; many Prague businesses genuinely need both.
Google penalizes unreviewed low-quality text; machine translation with human review ranks fine and is now standard practice.
A signal telling Google which language version to show which searcher — essential once you run more than one language.
No — JavaScript widgets do not create indexable pages; each language needs real pages with translated metadata.
Usually far less than the original build, since design and structure already exist — content and metadata are the work.
Search your service both ways and compare the competition; often one language has visibly weaker competitors — start where the gap is.
Czech 
English