2. Why International SEO?
• Search results differ in each country
• Search engines algorithms are getting smarter. But
often don’t know that your content should be
targeted at a specific territory
• You need to explicitly guide crawlers to your
country/language specific content if you want it to
be indexed in more than one region
3. Major Considerations
• Localisation is essential -
products/services in other
languages or countries won’t
be searched necessarily with
the exact same “translated”
phrases
• Search volumes & traffic in
other languages or countries
will be different
• Google isn’t king in some
territories
11. Website Structure
• Each language or country specific page/area of the site
should have its own website structure
• Your URL structure will have an impact on the visibility of
your website
12. ccTLD
• Purchase a Country-Code Top Level Domain Name (ccTLD)
• Tied to a specific country – .co.uk is the ccTLD for the UK.
For example, http://www.example.co.uk
13. • PROS
• Strongest geo-targeting signal
• Sever location less relevant
• Trust
• CONS
• Costly & resourceful
• Availability
• Splits authority
ccTLD
14. Sub-Domains
Use a Generic Top Level Domain Name (gTLD), with a country
(or language) specific subdomain, e.g.
http://uk.example.com
15. Sub-Domains
• PROS
• Easy set up
• Hosting flexibility
• Geo-targeting
• CONS
• Less trustworthy
• Splits authority
16. Sub-Directory
• Use a gTLD with a country or language specific
subdirectory, e.g. http://www.example.com/uk
• If you are targeting countries where more than one
language is spoken you will need a structure that includes
both country and language subdirectories
17. • PROS
• Consolidated backlink profile
• Easy to manage & set-up
• Can geotarget within Google SC & Bing WMT
• CONS
• Weaker signal to search engines compared to ccTLD’s
• Single server location
• Throws questions on what to include on domain
homepage
Sub-Directory
19. Hreflang tagging
• Cross reference pages with similar content for different
audiences
• Language & country
• Use apply to the <head> of pages – self referencing too.
hreflang tags generator tool
hreflang XML sitemap generator
20. Meta content-language tag
• “content-language” meta tag indicates the language and
country in the <head> section of web pages
• Google ignores this
• Bing
<meta http-equiv="content-language" content="en-us">
21. • Signals pages that doesn’t target a specific language or
territory
• The “default” page
“x-default”
23. Geo-targeting
• You can geo-target your site using your website structure
• Set specific properties in Google Search Console & Bing
Webmaster Tools
27. Reporting & Tracking
• Track each of your International ‘properties’ separately in
both Analytics and Search Console
• Track international rankings via Authority Labs
29. International Link Building
• Essential – especially for ccTLDs and sub-domains
• Understanding cultural factors & building relationships
with local influencers and media
• Identify what works best in each country
33. ● Local events
● Social media
● Trade shows
● Sponsorship
● Suppliers
● Awards
● Directories
Be present
34. The ultimate international SEO opportunity analysis - SEMrush
https://www.semrush.com/blog/the-ultimate-international-seo-opportunity-analysis-with-sem
rush/
International SEO checklist - Moz
https://moz.com/blog/the-international-seo-checklist
Choosing the right international SEO site structure - SEMrush
https://www.semrush.com/blog/how-to-choose-the-right-international-seo-site-structure/
40+ tools to advance your International SEO - Moz
https://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process
Growing your audience with International SEO – Smart Insights
http://www.smartinsights.com/search-engine-optimisation-seo/multilingual-seo/grow-audien
ce-international-seo/
7 tips for successful international link building
https://www.hallaminternet.com/international-link-building/
Further Reading
35. Who to Follow
● Aleyda Solis | @aleyda
● Gianluca Fiorelli | @gfiorelli1