In a nutshell, international SEO refers to the process of optimising your website for an international audience, speakers of a particular language, or those in other countries.
You might be keen to do this to expand your customer base, or to extend brand recognition to be seen as a global player against your competitors. If nutshells aren’t your thing, you’re in luck.
Here we delve into the details of international SEO to uncover what it is, what it’s for, and how to do it.
What is International SEO?
International SEO is a way of signaling to search engines that your website is catered to users who speak a particular language, or users in a particular geographic region.
Since search engines are designed to provide results to users that are most relevant to their location and language, indicating to search engines that your website is geared toward these differentiators will help to ensure your site is featured appropriately in search results, as well as improve the user experience for your target audience.
By using proper strategies, you will tailor your website to an audience based on their language or location, which helps to ensure they get the information that is most relevant to them. This includes, for example, matching the timezone and currency to the location your website is aimed at.
What is International SEO For?
International SEO is a strategy used by brands or businesses who want to appeal to a target audience outside of their home region. It is used to communicate to search engines that your website caters to a specific audience, helping your website get found and ranked in foreign locations, and improving user experience.
You might want to implement international SEO strategies if you plan to expand your customer base across borders, for example, if you’re a UK company and you want to make your product available across Europe.
You may also be interested in it if your product is well-suited to those speaking a certain language, for example, if you sell mugs with humorous French slogans, you may want to market these to all French-speaking people around the world, rather than just those based in France.
Do You Need an International SEO Strategy?
The answer to this question depends entirely on your goals and the scope of your business. If you run an independent coffee shop in Bristol then international SEO is not relevant for you, and taking actions that cause your website to appear in search results in Spain is only going to cause disappointment to Spanish users.
It can be complex and costly, so it’s worth weighing up the pros and cons before entering a new market. Google is dominant in many countries, while some markets have significant use of other search engines. Research how your target audience searches before deciding which platforms and techniques deserve investment.
That being said, having an international presence can be profoundly beneficial to some types of websites, and in this case, a solid strategy will be necessary.
Country Targeting vs. Language Targeting
So you’ve decided you want to go international.
Now what?
First, narrow down your requirements. Decide whether you are targeting a language, a country or a combination of both. Give each language or regional version its own crawlable URL so users and search engines can access the appropriate page directly.
Country Targeting
When targeting a specific country you have several options regarding URL structuring.
A country code top-level domain (ccTLD) uses a two-letter extension associated with a particular country or territory, such as .fr for France. It is a strong country-targeting signal, although some ccTLDs are treated by Google as generic because they are widely used without a geographic meaning.
For example, a website aimed specifically at France could use examplewebsite.fr. A ccTLD provides clear geographic separation, but each country site requires its own domain, infrastructure and ongoing maintenance. It does not automatically produce better rankings than a well-implemented subdirectory or subdomain.
Another option is a subdirectory, such as examplewebsite.com/fr/. This keeps the international content on the main domain and is generally easier and less expensive to maintain. Google supports subdirectories for regional and language targeting; they are not inherently less effective than ccTLDs.
Alternatively, you could consider using a subdomain, for example, fr.examplewebsite.com. In this case, your international content would be kept in a subdomain.
A subdomain can make international sections easier to separate operationally, although users may not recognise whether the prefix represents a language or a country. Using a subdomain does not automatically weaken the authority of the main domain.
There is no universally best URL structure for international SEO. Choose the option your organisation can maintain consistently, then support it with clear internal links, localised content and correct hreflang annotations.
Language Targeting
Use a separate URL for each language or language-region version of a page. Add hreflang annotations to identify the equivalent versions and help Google show the most appropriate URL for a user’s language or region.
Hreflang does not guarantee that a page will rank or appear in every country that uses a language. Google determines a page’s language from its visible content rather than language meta tags or the HTML lang attribute, while hreflang helps it understand the relationship between localised alternatives.
Implement Hreflang Correctly
Each version should reference itself and every equivalent version, and the annotations must be reciprocal. Use fully qualified URLs and supported language codes, with an optional region code where necessary, such as en-gb or fr-fr. An x-default annotation can identify a fallback page for users who do not match a specified language or region.
Implement hreflang in one manageable place: the HTML head, HTTP headers or an XML sitemap. These methods are equivalent from Google’s perspective, so using all three adds maintenance without providing an additional search benefit.
Let Users Choose Their Version
Keep every localised URL crawlable and provide visible links that let users switch language or region. Avoid automatically redirecting visitors solely according to their IP address or assumed browser language, as this can prevent users and search engines from reaching all versions of the site.
International SEO Top Tips
Consider Culture
Optimising a website for international use is not as simple as registering a local domain and translating your content. Be aware of the cultural significance of the area you are targeting, and adapt your content, design, and marketing accordingly.
Research Each Market
Carry out keyword and competitor research separately for every target market. A direct translation may not reflect the phrases people actually search for, their intent or local terminology. Also localise practical details such as currency, delivery information, measurements, dates, contact options and legal requirements where relevant.
Local Links
Relevant links and mentions from trusted websites in the target market can support discovery and local credibility, but they do not guarantee higher rankings. Earn them through useful resources, genuine partnerships, local PR and expert contributions. Avoid large-scale guest posting or paid links intended mainly to manipulate rankings.
True Translation
Automated translation can provide a starting point, but the published content should be reviewed by a fluent speaker who understands the target market. Check meaning, tone, terminology and cultural context, and make sure every localised page offers the same essential information and functionality as the original.
In Essence
You may have already gathered that international SEO can be complex.
International SEO can be complex, particularly when hreflang, URL structures and localisation need to scale across several markets. If you do not have the required expertise in-house, specialist support can help prevent technical and localisation errors.
