Expanding your business internationally is a major milestone, but it brings a unique set of challenges, especially when it comes to SEO.
International SEO isn’t just about translating your website; it’s about building a tailored strategy that ensures your content ranks well across different countries, languages, and search engines. Whether you’re launching in Europe, Asia, America, or further afield, using the right international SEO tactics can be the difference between thriving in new markets and being invisible in local search results.
What is international SEO?
International SEO is the process of optimising your website so it ranks in search results across different countries and languages. It goes beyond traditional SEO by factoring in regional search engines, cultural nuances, and technical setup, ensuring the right users see the right content. When done well, it helps businesses deliver a better user experience and attract qualified traffic from your target regions.
Where traditional SEO focuses on a single market, international SEO considers:
- Local search behaviour
- Language variations
- Cultural relevance
- Technical signals for geo-targeting
Why international SEO matters
International SEO plays a crucial role in helping businesses grow beyond their home market. By optimising your website for different countries and languages, you can reach new audiences and unlock additional revenue streams. It also gives you a competitive advantage, as many companies overlook the finer details of international optimisation.
Beyond visibility, international SEO enhances the user experience by providing localised content that feels relevant and trustworthy. When implemented correctly, it ensures that search engines understand which version of your content to serve to each audience, helping you improve rankings, boost engagement, and drive conversions in your target markets.
10 Best Practices for International SEO
1. Choose the right international URL structure
Your site architecture sets the stage for how search engines and users understand your global content. There are three common approaches:
- Country code top-level domains (ccTLDs):
example.co.uk,example.fr - Subdomains:
uk.example.com,fr.example.com - Subdirectories:
example.com/uk/,example.com/fr/
ccTLDs offer strong geo-targeting but require more resources. Subdirectories are easier to manage and centralise authority, making them a common choice for growing brands.
2. Implement Hreflang tags properly
Hreflang tags tell search engines which version of a page to show based on a user’s language and location. These features prevent duplicate content issues and ensure users see the most relevant version of your site. You should avoid common errors like missing return tags or incorrect language codes, and also use tools like Google Search Console or hreflang validators to double-check your setup.
3. Do local keyword research for each market
Keyword intent changes from one region to another, even within the same language. A direct translation of your keywords might miss the mark entirely.
Focus on:
- Country-specific slang or idioms
- Local product terms and naming conventions
- Seasonal trends and shopping habits
- Differences in formal vs casual search behaviour
4. Go beyond translation with true localisation
Translation is only the first step. Effective localisation considers every aspect of the user experience, including:
- Culturally relevant imagery and tone
- Local currencies, units of measurement, and payment methods
- Address formats, dates, and time conventions
- Business hours and customer service options
- Legal requirements or compliance information
- Testimonials or reviews from local customers
5. Optimise for local search engines
Google may be dominant globally, but it’s not the option. Research how each search engine ranks content and tailor your strategy accordingly. This may include metadata, site speed, mobile usability, and even content formats.
- Baidu in China
- Yandex in Russia
- Naver in South Korea
6. Address technical SEO for global sites
International websites face unique technical demands. Ensure your site is built to perform across markets by focusing on:
- Server and CDN configuration for global performance
- Mobile responsiveness, especially in mobile-first countries
- Fast loading times across different connection speeds
- Clean URL structures and canonical tags
- Separate XML sitemaps for each region or language
7. Build local authority and backlinks
Local backlinks signal relevance and authority to search engines. To grow your presence:
- Get listed in regional directories
- Partner with local businesses or influencers
- Create content that appeals to specific markets
- Engage in local PR, sponsorships, or events
8. Set up analytics for each region
Without proper tracking, it’s difficult to know what’s working. Set up tools like:
- Google Search Console accounts per region
- Google Analytics 4 with country-specific segments
- Local analytics platforms, if relevant
- Rank tracking tools for regional SERPs
- Conversion tracking by country and language
9. Prioritise local user experience
User expectations vary across regions
- Preferred payment methods and shipping providers
- Local customer support channels (live chat, email, phone)
- Trust indicators like local reviews, certifications, or seals
- Mobile-first design if your audience demands it
- Product imagery and descriptions that match cultural norms
10. Maintain and update your international strategy
International SEO is not a one-and-done project. Keep your content and technical setup fresh by:
- Regularly reviewing language-specific content
- Monitoring technical issues across all site versions
- Keeping pace with local search engine updates
- Adapting to new competitors and market trends
- Scaling your strategy as you enter new territories
Ecommerce SEO agency
Your e-commerce journey starts and ends with Imaginaire. From designing your new site to implementing lasting, effective digital marketing strategies, we have an in-house team of SEO experts who will ensure your products, content and copy are fully optimised and getting in front of your customers.
With over 10 years of experience, we will ensure that your e-commerce store is home to all the right keywords, metadata, technical SEO and more, whether you’re selling jewellery or home appliances.
To speak to one of our SEO team members, get in touch here or fill out a quote form to get started!
