International SEO: The Definitive Guide

What Is International SEO?

International SEO is a range of optimization strategies to boost your website’s visibility in search engine results pages (SERPS)—across different countries or languages. From a technical standpoint, it involves configuring your site architecture and infrastructure to support localization. Equally important, it requires adapting your content to resonate with the language, culture, and user expectations of each market you’re targeting.

Let’s say you’ve got three different pages in your ecommerce store selling the same product. But in different languages.

One in US English.

Another in French for France.

And a third in French for Canada.

With well-executed international SEO, when someone in France searches for that product online, they will see your France-specific French page in the search results.

Not the French Canadian or US English versions—which is exactly what you want so you get targeted traffic that’s likely to buy.

Businesses typically turn to international SEO to break into new markets.

This might involve targeting a different country. Or expanding out to non-native language speakers within their existing market.

Here’s an example using Booking.com.

Semrush data for “miami hotels” shows us the top-searching countries for the keyword, which are: The US, Canada, The UK., Germany, Chile, and Thailandc.

Given this insight, it makes sense that they have unique versions of the “miami hotels” product page for different countries.

Two examples:

The US product page:

The Spanish version:

And now, let’s head over to Startpage to see how these two pages rank in their respective regions.

When someone in Spain searches for “hoteles en miami,” the Spanish version ranks at the top of the results: https://www.booking.com/city/us/miami.es.html

When someone in the US searches for “miami hotels,” the US English version of the site ranks: https://www.booking.com/city/us/miami.html

And that, young Padawan, is International SEO reaping its rewards.

How International SEO Differs From Traditional SEO

Let’s cut to the chase:

International SEO is a much more complex beast than traditional SEO.

Yes, the core principles are the same.

But international SEO cranks up the complexity.

In traditional SEO, the focus is clear-cut. You’re optimizing for users in a specific country.

This makes keyword targeting more direct and focused.

But with International SEO, you’re targeting multiple regions, each with its own language and keyword sets.

And because of that, strategy and execution can vary widely.

Here’s what we mean:

As you can see, in International SEO, you’ll be juggling a lot of tasks at the same time.

You’ll manage different keyword sets, each specifically tailored to different regions and languages.

Then there’s the technical front:

• Separate content pages
• Hreflang attributes
• Canonical tags
• Javascript for language switchers
• A database to handle different currencies

And that’s not all.

Cultural nuances play a huge part, too.

Because when you’re expanding to a region unfamiliar to you, there are cultural differences that are far more challenging to learn than hreflangs.

It’s no wonder international SEO is no walk in the park.

Does International SEO Make Sense for Your Business?

What are your long-term business objectives?

Not your short-term six-month goals.

Think about your business in the next 3-5 years.

Why are we asking?

Venturing into international SEO will very likely involve:

• Hiring local marketing agencies
• Creating content that resonates with each specific market
• Managing targeted advertising campaigns

All of these require a robust on-the-ground presence sooner rather than later.

A. Whole. Lotta. Work.

So, if this sounds too much, international SEO might not be the best investment at this time.

Conduct Market and Competitor Analysis

A product that’s in demand in your local region, might not necessarily have the same market potential in another country.

Conducting a thorough market and competitor analysis, as you would for any business plan, can provide invaluable insights.

Start by asking:

• What relevant keywords are your competitors ranking for?
• In which countries or languages are they operating?
• How strong is their presence in the region you’re eyeing for expansion?

Here’s a real-world example to illustrate the importance of this analysis.

I once worked with an Australian software company looking to break into the US market.

But our market and competitor analysis revealed a critical mismatch.

Their software, tailored for Australian business workflows, didn’t align well with US business practices.

To fit US businesses’ needs, they’d need to make significant modifications to the software. A huge task.

Plus, they were already lagging far behind their US competitors.

Realizing this challenge, they decided that entering the US market would overstretch their resources.

So, what did they do?

They shifted focus to markets like New Zealand and the UK, where their software was already a good fit. And the competition, more manageable.

Regions, Countries, or Languages to Target

As you eye global expansion, consider:

1. Are you looking at countries that speak the same language as your current market? For example, expanding from the US to the UK, Canada, or Australia.
2. Are you going into regions with a different language?
3. Or, will you continue to operate in your local market while targeting speakers of a different language, like a US site in English now targeting Spanish speakers in the US

Our advice, supported by insights from Tory Gray of the Gray Dot Company and Jason Berkowitz of Break The Web, is this:

Keyword Research for Your High-Potential Market

The way people search varies across regions.

Language and cultural differences influence local audience’s search intent and usage patterns.

Tools like Semrush or Google Keyword Planner can provide initial data on your target keywords’ search volume and competitiveness.

Yet, to truly understand your audience, dig deeper into the specific terms and phrases they use.

Jump to Chapter 5 for details.

With a solid grasp of the local language and concepts that drive searches, you can fine-tune your page for:

• Better on-page optimization
• More relevant information architecture
• Hyper-targeted local value for searchers

In short, all the stuff Google wants.

Legal and Regulatory Considerations to Address

At its most basic, this can include privacy laws like GDPR in Europe or CCPA in California.

If you’re planning to hire full-time employees in other countries, you’ll also need to understand and comply with the local employment laws, which can vary significantly from one region to another.

Other important legal aspects to consider are:

• Copyright regulations
• Censorship rules and
• Tax laws

The Best Domain Structure

The right domain structure isn’t a one-size-fits-all.

Your task is to identify which structure aligns best with your needs.

Let’s explore your options:

1. Country Code Top-Level Domains (ccTLDs)

These are country-specific domains like .es for Spain, .de for Germany, or .au for Australia.

A classic example is Amazon, which has ccTLDs for different regions:

• Amazon.co.uk
• Amazon.it
• Amazon.es

2. Subdomains With Generic Top-Level Domains (gTLDs)

gLTD’s support region-specific content under a global brand. A good example is Semrush:

• de.semrush.com
• sv.semrush.com
• vi.semrush.com

3. Subdirectories Under a gTLD

These are paths under a single domain, such as yourwebsite.com/uk or yourwebsite.com/de.

Shopify uses subdirectories:

• shopify.com/ca-fr
• shopify.com/nz
• shopify.com/hk

4. URL Parameters

URL parameters are added to the end of a URL to track different page variations.

Some businesses opt for this method for international SEO, though it’s less common due to potential SEO complications.

Domain Structure Best Practices for International SEO

1. Choose scalable URL structures such as “fr.YourWebsite.com” or “YourWebsite.com/fr/.” This makes adding new languages or regions easy and keeps your existing URLs intact.
2. Choose URLs that clearly show the targeted country or region, such as “YourWebsite.com/fr” for France or ”YourWebsite.com/de” for Germany.
3. Keep your website’s structure and layout the same across all languages. It’s better for users and helps search engines crawl your site more efficiently.
4. Stick to one URL pattern, whether it’s for different domains or regional subdirectories.
5. Before finalizing your URL structure, make sure your CMS (like WordPress or Shopify) effectively supports different URL formats.
6. Use local language terms in the URL. For example, for Spanish-speaking users, a URL like YourWebsite.com/es/zapatos-rojos helps in better targeting, relevance, and user experience.

EXPERT INSIGHT:

Using local language terms in the URL is preferable. But often a pain to manage on the backend with the CMS.

It’s nice to have but not required.

The most important things are on-page content, internal links, and metadata in the local language.

What is hreflang in HTML?

The hreflang attribute in HTML signals to search engines the language and geographic targeting of a webpage. It’s useful for websites with similar content available in multiple languages—or in the same language but tailored for different regions.

Hreflangs do not guarantee higher rankings. Use them as part of a broader strategy rather than a standalone solution for international SEO optimization.

Let’s look at an hreflang code example from Ikea’s website:

Here’s how you structure hreflang attributes, as shown in Ikea’s extensive list:

That’s:

<link rel="alternate" hreflang="es-mx" href="https://www.ikea.com/mx/es/" />

Now, let’s compare this to Hubspot.

Unlike Ikea, they use fewer hreflang attributes because they don’t have as many different localized versions of their site.

Optimize for Other Search Engines

Don’t forget to other search engines.

For example, Bing focuses more on other factors like:

• Language metadata
• URL structure containing location or language codes and
• Server geography to determine site targeting and rankings

Countries like China and Russia also search using other search engines such as Baidu and Yandex.

On-Page Optimizations for International SEO: Best Practices

Heads up:

Simply adding hreflang attributes does not guarantee that search engines display the appropriate regional version of your site.

Sure, they’re important. But ranking in the SERPS involves more than just hreflangs.

The key is to combine hreflangs with other signals. This way, you make it easier for search engines to understand which version of your site is the right one for each region.

2. Use x-default Attribute

The x-default hreflang attribute is a fallback option. A safety net.

It’s the version of your site for visitors whose region or language you have not specifically targeted.

While it’s not required, it is recommended.

Here’s what this looks like in practice on Slack’s website.

<link rel="alternate" hreflang="x-default" href="https://slack.com/" >

4. Allow Users to Choose Their Preferred Version

Avoid automatic redirects based on the searcher’s IP address.

Instead, provide easy-to-find language and region selectors.

This gives the visitor control over their preferred region or language to browse in—which leads to higher engagement and satisfaction.

What’s more, it helps search engine bots crawl and identify different versions of your site.

Here’s a scenario:

Say Googlebot visits your Canada version, and it automatically gets redirected to the US version. It will struggle to understand which is which.

Sure, you can argue that there are other signals on your site that make it easier for the bots to know.

But our goal here is to give you the most possibility of success. And redirects can hinder that.

So, to help rank your sites?

Help the bot. Stop automatic redirects.

Here’s how Xero is implementing this:

When someone lands on their site for the first time, it detects where the person is browsing from.

They then display a top bar that tells the visitor which version of the site they’re on, along with an option to switch to a different regional site if they want to.

And here’s Jeep’s 2-step process for regions with multiple languages.

First popup: Choose your language

Second popup: Choose which site you want to visit.

Why is Content Localization Important?

Content localization is often overlooked and misunderstood.

Why?

Because it. Is. So. Much. Work.

Especially on top of all the technical tasks we need to do.

But here’s the thing:

When content localization is done right, you don’t just rank highly in search engines.

Your content also connects with your readers.

What does that mean? They’re more likely to buy.

Hello, improved conversion rates.

So, let’s talk about how to get content localization right, shall we?

Degrees of Content for International SEO

You’re probably asking:

“What if I don’t have the budget to fully localize my content. But I still reaaaallllly want to reach an international audience?”

First things first:

Revisit Chapter 2.

Is this a practical move for your business?

We find that often, when businesses are a bit tight on resources, it makes more sense to find expansion opportunities within their existing market—rather than waste time and resources on international SEO.

The reality is:

International SEO isn’t something to dabble in just to “see what happens.”

It requires a substantial commitment of resources. So, you’ve got to be all in.

If you’re not ready to fully commit, it’s worth pausing to consider the implications and missed opportunities.

There are a couple of common approaches that seem appealing but ultimately fall short:

1. Direct Auto Translation

Direct translation can be a viable starting point to have a basic level of international presence.

But a warning:

Relying solely on this method might limit your pages’ ability to rank well, particularly if your regional competitors are really stepping up their local SEO efforts.

2. Minor Language Adjustments

This approach is common for SEOs handling global sites in similar languages, like US English/UK English or Spanish Spanish/Mexican Spanish.

Two classic examples:

• Changing spellings from ‘color’ in the US to ‘colour’ in the UK
• Or using ‘coche’ for ‘car’ in Spanish Spanish and ‘carro’ in Mexican Spanish.

These changes are a step in the right direction.

But they still fall short of the full scope of content localization.

Surface changes like this often miss out on local idioms, customs, and cultural references—which can make some content seem out-of-place or even insensitive.

What’s more?

While you’re tweaking color to colour, your local competitors in the region are possibly investing in creating a hyper-local user experience.

They’re probably working with the best content writers and SEO experts in the country. And regularly fine-tuning their web pages to align perfectly with local preferences, trends, and buyer behaviors.

Simply put:

Your minor language adjustments will have a difficult chance of ranking above that kind of competition.

You could be doing well in your own local market. But if you’re just putting in this very minimum effort with your content, you won’t get far with competition like that.

No matter how perfect your hreflang attributes are.

Full Content Localization Is the Way to Go

Now we’re talking.

This involves hiring local experts for keyword research and content creation.

It means adapting visual elements to match the local tastes.

It means aligning every aspect of user experience with local expectations.

Want your global SEO to work?

Follow this route.

1. Work With Native Local Language Experts

Work with native speakers right from the start.

They’re invaluable for translating and localizing content as well as choosing which keywords to target.

Even if you use translation tools, always have native experts double-check and review the content.

Their cultural know-how can reveal areas where your message doesn’t quite connect.

3. Display the Local Currency

You’ll typically need a system that automatically converts prices to the local currencies.

However, automatic currency conversion is often not enough.

You may find that you’ll need to tailor prices and offers specifically for each region.

And so, you may need to use entirely different booking engines or packages.

This is particularly necessary where currency conversion alone isn’t enough.

For example, Sandals’ US, UK, and Latin American websites used different booking engines.

This makes it easy to customize travel packages and prices to fit what’s popular in the region.

Sandals’ US version:

Sandals’ UK version:

5. Visually Represent the Local Culture Accurately

Respectfully show regional diversity considering demographics, symbols, attire, etc.

Avoid falling into stereotypes or appropriation.

And incorporate local context where possible.

7. Highlight Local Social Proof and Reviews

When possible, spotlight reviews and testimonials from local customers.

This adds credibility and boosts trust.

ActiveCampaign’s Brazilian version features small businesses based in Brazil.

The Value of National Backlinks

National backlinks generally carry significantly more weight.
Why?

Because Google operates separate search indexes for each country and region they serve.

For example, there is a unique Google index for the United States, and another for Canada, France, India, etc.

Each index includes only websites and content that is relevant to users in that specific location.

These indexes determine the ranking on local versions of Google based on which sites within that index link to a page.

So, if your site gets backlinks from other sites in the French index (sites hosted in and targeted towards France), Google interprets this as a sign that your content is useful for French users.

Those links directly influence how you rank in Google France specifically.

EXPERT INSIGHT:

Like a lot of things in SEO, this is all relative.

If we had to choose between CNN.com and a local blogger, we’d want CNN.

But the strategy should ideally include both approaches.

Here are some best practices for off-page SEO:

1. Get backlinks from local media outlets
2. If you have a physical presence, add it to Google Maps
3. Organize a guest post campaign on local sites

Become Part of Stories That Capture Local Attention

Want to be featured in local media?

Find an interesting story you can be a part of.

For example, marketing automation software ActiveCampaign released a press release to announce they were investing 10 million dollars in Brazil for initiatives like localized education and small business growth workshops.

This piqued the interest of some local news and bloggers.

And earned them backlinks from sites like Startupi Brazil.

Don’t have 10 million?

No problem.

You absolutely don’t need deep pockets to get media attention.

The German car subscription company FINN Auto Abo is a perfect example. They earned backlinks from Business Insider simply through an article about their CEO.

We love what Tory says about this:

If you want to do better in the UK as a US company, go get local media coverage.

Get external links that give you context in that country.

Then, your page will rank better. You’ll also have more links to your page in general, and your site will just perform better naturally.

Spy on Your Competitors’ Backlinks

Analyze who’s linking to your competitors.

If a site links to them, they might be interested in your content, too.

Semrush can help you with this:

First, identify your organic competitors.

Start by identifying them.

Head over to Semrush “Domain Overview” tool, enter your website’s URL in the search bar and click “Search.”

On the next page, scroll down to “Main Organic Competitors.”

We see that for our hermes.com example, the top 3 competitors are:

• madisonavenuecouture.com
• maisondeluxeonline.com
• mightychic.com

With that knowledge, you can now track down the sites that link to these competitors.

Click one of the competitor links.

On the next page, navigate to “Backlink Analytics > Backlinks”

Finally, scroll to “Backlinks” to find a list of sites linking to your competitor.

The next step is the hard part.

Reach out to these sites for a backlink. Here’s a free email template we made for you.

Case Study: Pinterest

Pinterest originally operated on a single domain:

www.pinterest.com

As they grew, they added country subdomains to segment country-specific content.

So their domains looked like these:

• de.pinterest.com
• uk.pinterest.com

This improved local search visibility and rankings. Many of their pages started to rank for more regional user queries.

Then, they transitioned to ccTlds.

• de.pinterest.com → pinterest.de
• uk.pinterest.com → pinterest.co.uk

Through this, they pushed the discoverability of the content for these different domains.

They:

• Used redirects to transfer authority from old to new domains
• Implemented hreflang attributes
• Created separate sitemaps for each domain to help boost the efficiency and rate at which search engines crawled the site

Per Pinterest Engineering, this change unlocked their international traffic growth.

It’s worth noting that changing domain structures like this requires a lot of resources. As Christian Miranda from Pinterest cautions:

On the surface, the project seemed fairly simple—all we had to do was provision the new ccTLDs we wanted and set up redirects to start giving them traffic. However, it became apparent that changing the top-level domain of our site required significant changes to our infrastructure.