The text discusses the best practices for multilingual SEO, a language-led approach that prioritizes languages over locales in user targeting and information architecture configuration. The author shares their experience managing 26 ecommerce experiences in nine languages as Nike's EMEA SEO lead, highlighting the importance of determining the scope of the project, finding a partner or software provider to help with translation, and using markup elements such as "hreflang" to signal to search engines which localized content to serve. The recommended multilingual SEO configuration is to use subfolders for URL structure, and the author notes that Nike initially used this approach before simplifying it to reduce unnecessary concatenation. The text also emphasizes the importance of utilizing "hreflang" markup to mitigate duplicate content risk and improve performance in localized search engines.