Now that you know why international SEO matters, how can you jump on the bandwagon? Here
are the key steps to create an effective international SEO strategy.
1. Identify Target Markets
Determine the countries or regions you want to target with your international SEO efforts. When choosing a region, consider factors such as language, cultural preferences and business goals.
2. Understand the Proper URL Structure
Different URL structures can be used to target specific countries or locations. Here are some considerations to help you choose the correct URL structure for your international SEO efforts:
Country Code Top-Level Domain (ccTLD)
Country Code Top-Level Domains (ccTLDs) are domain extensions assigned to specific countries or territories. An example of this URL structure would be www.website.fr.
A ccTLD clearly indicates the country your website is targeting, which boosts recognition from locals. You can even use localized hosting, which improves page loading speed and can lead to better rankings in the targeted territory.
Managing multiple ccTLDs requires separate hosting and SEO efforts for each domain. It is also more expensive to register and maintain multiple ccTLDs compared to other URL structures.
Subdomain
Subdomains are prefixes added to the main domain to categorize content (e.g., fr.website.com).
A key advantage of subdomains is localized hosting, which lets website owners host content on servers in specific regions.
Subdomains can also use customizable naming conventions. For instance, a website targeting French-speaking audiences could have a subdomain such as “france.example.com,” which indicates the targeted region for consumers and search engines.
Unfortunately, they’re not perfect. Search engines treat subdomains as separate entities, so each subdomain needs to build its own authority and backlinks. Managing multiple subdomains can also be more complex than managing other URL structures.
Subfolders
Subdirectories are folders added to the main domain. They are commonly used to organize content by language or country (e.g., example.com/fr/).
Unlike other URL structures, all content resides within a single domain. That means website management is simpler because you only need to maintain one international website.
Creating a new page version is also pretty straightforward. By modifying the URL path or slug, web admins can roll out localized versions of existing pages without needing separate hosting or complex configurations.
While subfolders offer technical advantages, some users may need to become more familiar with this URL structure. Despite these drawbacks, the quick setup and customization options make it a compelling choice for web admins.
3. Implement Hreflang Tags
Hreflang tags are HTML attributes that indicate to search engines the language and regional target of a specific webpage. They typically appear in the
section of HTML pages and indicate the language and optional region (e.g., “en,” “en-us”).Usually, hreflang tags tell search engines the most relevant version of a page based on a user’s location and language. That way, Google will redirect target audiences in Japan to pages of your website translated into Japanese.
Here’s an example of a hreflang tag for a company in the U.K. targeting audiences in Japan.
In this example:
- rel=”alternate”: Indicates that the linked URL represents an alternate version of the current page
- hreflang=”jp”: Specifies the alternate page in the targeted country or region
- href=” Provides the URL of the alternate version of the page, which is intended for Japanese speakers in Japan
4. Conduct Keyword Research
At this stage, you must research the local language and terms used in your target markets. Consider cultural nuances, colloquialisms and variations in spelling or pronunciation.
The search volume for specific keywords can also vary across different countries due to population and search demand. For instance, Singapore may have the highest search volume for “mandarin oranges” during Chinese New Year—but other countries won’t experience the same trend.
You can use keyword research tools to get insights on search volume, competition and related keywords. Some popular tools include Google Keyword Planner, Semrush and Ahrefs.
5. Localize Content
Localizing content allows businesses to create content that resonates with target audiences’ linguistic, cultural and regional preferences.
Here are some tips to get it done right:
- Translate your website content using professional translation services or by hiring native speakers.
- Consider cultural nuances, local customs, traditions and trends.
- Adjust the tone and style of the content to align with local preferences, such as formality, humor or directness.
- Incorporate localized keywords and phrases to improve visibility in local search results.
- Provide localized information, such as contact details, addresses, currency, measurements, and time zones, to improve relevance to your target audience.
- Continuously test, gather feedback and monitor performance to improve your strategy.
6. Build Backlinks
Backlinks across your multilingual site help increase its authority, visibility and credibility in different regions and languages.
Here are some strategies for building relevant links for international SEO:
- Collaborate with local businesses: Look for opportunities to collaborate with local businesses and sponsor events in local communities. This will increase brand awareness among locals.
- International Directories: Submit your website to international directories and business listings. In addition, make sure your business information is optimized for local search.
- Localized PR and Outreach: Contact local media outlets, bloggers and influencers for local coverage and backlinks. You can also build relationships with journalists and influencers who can boost your brand’s presence in the target language.
- Cross-Regional Collaboration: Identify opportunities for cross-regional collaboration with partners, suppliers or affiliates in different countries. Explore co-marketing initiatives, joint ventures or content partnerships that can help you reach new audiences and earn relevant backlinks from trusted sources.
- Monitor Competitors: Monitor your competitors’ link-building strategies. If you can identify websites linking to your competitors, you may find opportunities to secure similar or better-quality backlinks for your own website.
7. Make Sure Internal Links Lead to Content in the Same Language
Users expect consistency and relevancy when navigating a website. If they encounter internal links that lead to content in a different language, it can lead to confusion.
By keeping internal links within the same language context, you can encourage deeper engagement with your website. This also helps search engines understand your website’s structure and hierarchy.
8. Install a Content Delivery Network (CDN)
The distance between a user and the server can lead to latency, which often leads to slower speeds for international visitors. Having a content delivery network (CDN) is ideal if you’re looking to target users across multiple geographical regions.
A CDN is a distributed network of servers strategically located across multiple locations. It helps businesses deliver content across servers closer to the user’s location. As a result, users can improve page loading times and overall user experience.
