Now you've learned the basics of SEO, it's time to go global! Search engine results vary depending on the searchers location. That's why international search engine optimization is so important! It lets you optimize your site so search engines around the world can find your content. Don't worry, you don't have to optimize your site for every search engine in every country on the planet. (Google alone has 219 local versions!) But making your content more search-friendly in the countries you want to target with your products and services can prove lucrative. We're going to tell you why!
What is international SEO?
International SEO is just like regular SEO. It's the process of optimizing your website and other online properties to rank higher in search results. The major difference with international SEO is that you'll optimize your site for audiences in different countries and regions. Remember, those audiences might speak a different language than you, but you don't need to enroll in a Rosetta Stone program to excel at international SEO! You're simply telling search engines like Google that your website targets audiences in another country or region. Those search engines then rank your content for local versions like they normally would.
Like regular SEO, it can take a while to generate results from your international search campaigns. However, stick with this marketing method, and you'll soon receive traffic from customers in your target countries. For more explosive results, think about working with a full-service digital marketing agency that understands local SEO and why it matters. Here at Symphonic Digital, we know how to optimize your website for international markets and will help you build an international search engine optimization strategy based on your business budget and requirements. It's that simple.
Why is international SEO important?
International SEO is critical if you want to grow a global business:
Target a New Audience
International search engine optimization targets a whole new audience that might be interested in your offerings. You might find your product or service satisfies a real need in a part of the world that you've never even traveled to, resulting in lots of brand new potential customers.
Drive Revenue
It's a big world out there, and targeting customers in different countries can generate more revenue. Why sell your products or services in one place when you can sell them in multiple locations?
Increase Exposure
Targeting more countries means more exposure. You can show off your offerings to customers in diverse regions and reap the benefits of increased brand awareness. That's not all. Exposing your products and services to more customers worldwide can improve brand equity, brand loyalty, and customer trust in one fell swoop.
Boost Recognition
It's a similar story for brand recognition. Reaching more people around the world means more people will recognize your brand and want to do business with you. When potential customers recognize your brand, they will become more familiar with your products and services, which can result in more sales.
Why use international SEO?
International SEO can open the door to new markets, but it’s not the right move for every business. If your growth strategy includes expanding beyond your current region, it might be time to start thinking internationally.
Having an international SEO strategy is especially valuable if you're seeing international traffic already, offering products or services suited for global audiences, or looking to stay competitive in an industry where others are expanding their reach. By optimizing for global search engines and languages, you can better serve customers in different regions and tap into revenue streams beyond your local market.
URL Structures for International SEO
ccTLD and Different domains
ccTLD stands for country code top-level domain, it’s the two-letter domain extension assigned to a specific country or geographic territory. When using ccTLD, each variation of your domain is treated as a separate site.
Example:
- www.domain.ca - CA for Canada
- www.domain.uk - United Kingdom.
Subdomain
In most cases, a subdomain is treated as a separate property while still sharing authority from the main domain.
For example:
- www.de.domain.com - DE for Germany
- www.fr.domain.com - France
Subdirectory
This is considered the easiest way to structure urls for international SEO because content stays under one domain. A subdirectory places country or language versions under a folder within the main domain.
For example:
www.domain.com/es/ - Span or Spanish
www.domain.com/it/ - Italy or Italian
The Role of Hreflang
Hreflang tags are an HTML attribute that indicates to search engines the language and regional version of a page. Using these doe necessarily change your website’s URL structure, but it does rely heavily on having a clear and consistent one to properly function. Whether you use country-specific domains, subdomains, or subdirectories, hreflang needs to reference the precise, working URLs for each language or regional version of the pages. Without a clean structure, hreflang signals can break or become confusing, potentially leading to indexing errors or misdirected search traffic.
How to implement international SEO: Best strategies
Here are some international SEO best practices:
Translating Content Across Cultures
Translating your website for different markets is one of the best ways to win at international SEO. It will make your content appear more authentic to international customers and help you establish a presence on local search engines. You can hire a human to translate your content or use tools like Google Translate. For additional SEO value, include a few local cultural references (if you feel confident doing so) in your content. For example, if you want to sell footwear in the UK, you can mention how your shoes will keep customers' feet warm during chilly British winters!
Use Local Keywords
Search users in different regions won't necessarily use the same keywords as those in your country. So review popular and trending keywords in your target countries on a keyword research tool and naturally incorporate them into your content for organic search. If these keywords are in another language, make sure you know what they mean before adding them to blog posts and other content.
Proper use of Hreflang tags
Hreflang helps prevent duplicate content issues that can arise when similar or identical pages exist across multiple or international markets. This not only improves local search rankings by allowing each regional page to compete in its own market but also enhances the user experience by directing users to the most relevant and understandable version of the content.
Include International Links
Link building is one of the core components of a regular SEO campaign, and it's just as important for international search engine optimization. Website pages and blog posts that include local authoritative sources in the countries you want to target can enhance international SEO and make your content more credible. For example, you might want to include links to the Canadian government's website (if relevant) in a blog post for customers in Canada.
Understand Language and Search Habits
Before launching an international SEO strategy, it's critical to understand how your target audience searches online and in what language. Directly translating your keywords or content isn’t enough. Different regions may use entirely different search terms for the same product or service, and cultural context can shape how people phrase queries.
Beyond language, consider search engine preferences. While Google dominates globally, platforms like Baidu, Yandex, or Naver are more popular in markets like China, Russia, and South Korea. Tailoring your international SEO strategy to match these behaviors ensures your content resonates, and ranks, in each international region you target.
Using SEO to Track International Performance
Google Analytics
Tracking your international SEO performance helps you understand which markets are responding to your efforts and where you may need to adjust. Start with Google Analytics 4, which allows you to segment traffic by country, region, and even city. Use the geography filters to see which locations are driving the most traffic, how users from different regions engage with your site, and where conversions are happening. Pair this with behavior metrics like bounce rate and time on page to evaluate content effectiveness by market.
SEMrush
For keyword tracking and opportunity analysis, SEMrush is a powerful tool. It lets you monitor keyword rankings by country and perform competitor research in specific markets. Use it to uncover local search terms, track international SERP positions, and identify gaps you can fill with targeted content.
Google Trends
Google Trends is another valuable resource for understanding how interest in specific topics or keywords varies by region. It can help you tailor your content calendar to align with seasonal trends or rising search interest in your target countries.
Looking for Help with Your International SEO Strategy?
International search engine optimization isn't for everyone, but it can help you rank higher in local search engines when targeting customers in other countries and regions. If you're not ready to take on international SEO in-house, outsourcing your SEO, or partnering with a white label SEO provider, can be a smart, scalable solution. A full-service digital marketing agency will understand the nuances of different markets, from language and search habits to technical setup. The right partner will target your international audience, boost growth, and increase visibility. Start your international SEO journey now with Symphonic Digital’s SEO services!
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