6 Tips For Mastering International SEO

Intro

Mastering international search engine optimization (SEO) allows you to target users in various countries, including those who speak different languages. It also allows search engines to determine which countries you wish to target.

By implementing the six international SEO best practices discussed here, you’ll be able to get more traffic from foreign markets.

Image by Elshan Neymatov on Unsplash

1. Determine your International Market

Before you master international SEO, you need to identify which international markets you wish to target. This includes researching potential markets to understand search behavior, cultural nuances, and language preferences. This allows you to adjust your SEO strategies to align with the unique needs of each market.

For example, if you wish to expand your reach to Japan, you need to consider the behavior of Japanese web users, including understanding popular search engines used in Japan, like Google, Yahoo! Japan, and Bing. You also need to localize your content to suit Japanese language and cultural norms.

Different industries also have different international SEO requirements.

Online casinos for Japanese punters must include keywords that are used by local gamblers while complying with Japanese regulations, which differ from those in many parts of Europe and the US. Other industries, like travel or eCommerce, will also have to comply with unique sets of international SEO considerations.

By researching and understanding the international markets you wish to target, you’ll be able to develop an effective SEO strategy that attracts and converts your target audience.

2. Plan your URL Structure

When you plan your URL structure, you determine where each page targeting a foreign market will be published on your website. According to Google’s guide to URL structures, URLs need to be simple, descriptive, and localized.

There are three URL structures you can consider, each with its own set of advantages and disadvantages.

ccTLD (country code top-level domain) is one of the best options as users are familiar with the URL domain (e.g. www.example.de for Germany; www.example.co.uk for the UK). It provides a sense of being on the correct page and also instills trust. However, this URL structure is often costly as you’ll have to purchase several domains.

Subfolders (e.g. www.example.com/de) are another popular option as all content will be published on a single domain. If you wish to create a new page, you can simply adjust the URL path.

Subdomains (e.g. www.de.example.com) are not as widely used, however, it allows customizable naming conventions, something that can’t be done with ccTLDs. Note that search engines will have to crawl and index each page separately, and you’ll have to copy any design changes across several websites.

3. Use a Content Delivery Network

Users who are accessing your website from abroad may experience slow loading speeds, which can impact your local SERP rankings. If you are using localized hosting, then this may not be a problem, but if you have a single international website that is available to users in several countries, you need to install a Content Delivery Network (CDN).

A CDN uses a group of servers that help to ensure your content loads from a localized server in the country you're targeting, and not a centralized, single server.

This helps speed up page load times, which offers a better user experience and can help increase your rankings.

4. Consider the Local Language

As mentioned, you need to adapt your content to align with the language(s) of the foreign market you’re targeting.

Ensure you only use a single language per page. Each piece of content created should be uploaded to a separate web page, with pages created for each different language that you’re targeting.

Different elements of the page should also be adjusted for the local users, including currencies, images, addresses, contact details, and time zones. Don’t just translate the copy on the same URL, instead, use dedicated multi-region URLs so search engine bots can effectively discover, crawl, and index all your content - no matter the language.

You should also make sure you use internal links that are the correct language. For example, if you have a French page targeting users in France, make sure to only internally link to other French pages.

5. Conduct thorough Keyword Research for each International Market

In order to become visible to your target audience on the SERPs, you need to conduct localized keyword research - even if you’re planning on only creating content in a single language.

Different terms are used across different countries for the same things, and you need to understand these nuances and how they will influence your keywords.

For example, if you own an eCommerce clothing retailer, then you need to know how different countries name the same garment. In the US, it is called a “sweater”, in the UK a “jumper” and in Australia a “pullover”. The same goes for pants and trousers, undershirts and vests, and sneakers and trainers.

The search volume for these different keywords will differ between countries, and you need to make sure you’re targeting the correct terms that your target audience is searching for online.

6. Build a Backlink Profile in your Target Countries

Despite having a highly authoritative website in your local market, you still need to build authority and trust in the foreign markets you wish to target.

Having a backlink from a highly authoritative British website may not hold the same weight in the US, as an example.

You need to implement link-building efforts to attract backlinks to the pages you’ve created that target international users. This can be done by engaging with local bloggers, using local directories and forums, and creating shareable, valuable content in the local language.

Final Thoughts

Creating content that is optimized for international markets can be daunting, but it is not that different than implementing local SEO strategies. Once you have an understanding of the foreign users, their needs, and their preferences, you can create content that will appeal to your target audience.

Remember, seeing results from SEO tactics takes time, but by implementing the six tips above, you will be reaching your international audience in no time.