- Get your technical setup right: Use hreflang tags to direct users to the right language and region pages. Test site speed globally and ensure fast load times with a CDN.
- Choose the best URL structure: Decide between ccTLDs (
example.fr), subdirectories (example.com/fr/), or subdomains (fr.example.com) based on your goals and resources. - Localize content: Translate and adapt your content to match local language, culture, and search behavior. Don’t just translate - make it relevant.
- Research local keywords: Use regional search data to find keywords that people actually use in your target markets.
- Monitor and update regularly: Use tools like Google Search Console or Semrush to track performance and fix issues like hreflang errors or broken links.
Quick Tip: 76% of users prefer websites in their native language, so localization is key to reaching global audiences.
Quick Comparison of URL Structures
| Feature | ccTLDs | Subdirectories | Subdomains |
|---|---|---|---|
| Geo-Targeting | Strong signal | Moderate signal | Moderate signal |
| Cost | High | Low | Medium |
| SEO | Separate efforts | Shared authority | Separate efforts |
| Management | Complex | Simple | Medium |
Start by fixing technical issues, then focus on localized content and keyword research to boost your global visibility. Let’s dive deeper into each step.
Basics of International SEO | Lesson 27/31 | SEMrush Academy
Technical SEO Basics
Technical SEO is the backbone of any successful international strategy. Without a solid technical setup, even the most engaging content can remain hidden from your global audience. Let’s dive into the key elements that ensure your website performs seamlessly across borders.
Hreflang Tag Setup
Hreflang tags are essential for directing search engines to the correct language and region-specific pages of your site. These HTML attributes ensure that users see the version of your content that matches their language or location. For example, if a user in France searches for your product, hreflang tags help Google display your French page instead of the English one.
"Hreflang implementation is among the most complex SEO tasks (if not the most complex one). Feels as easy as a meta-tag, but it gets really hard quickly." - John Mueller, Google
According to an Ahrefs study, 67% of websites face challenges with hreflang implementation. Here’s what you need to keep in mind:
- Implementation Methods: Hreflang tags can be added via HTML in the page head, HTTP headers, or XML sitemaps. Stick to one method across your entire site for consistency.
- Bidirectional Links: If your English page links to a Spanish version using hreflang, the Spanish page must link back to the English one. This mutual linking is often overlooked.
- Self-Referential Tags: Every page should include an hreflang tag for itself alongside tags for other language versions. For instance, your English page should reference itself and also point to French, German, or other available versions.
- Correct Codes: Use ISO 639-1 language codes (e.g., "en" for English) and ISO 3166-1 region codes (e.g., "US" for the United States). For example, "en-US" targets English speakers in the U.S., while "en-GB" targets those in the U.K.
- X-Default Tag: This serves as a fallback for users whose language preferences don’t match any specific version of your site.
Always use absolute URLs in hreflang tags to avoid confusion. Ensure these tags are present for both desktop and mobile versions of your pages. Regularly monitor your hreflang setup with tools like Semrush’s Site Audit to catch errors before they impact your rankings.
Geotargeting Settings
Google has simplified geotargeting by removing the International Targeting report from Search Console. While the old country targeting feature is no longer available, geographic signals still play a crucial role in international SEO. Here are some technical elements to consider during your audit:
- Domain Strategy: Country-specific top-level domains (ccTLDs), such as .fr or .de, automatically signal a target country to search engines. If you use a ccTLD, Google associates it with that country, and this cannot be changed in Search Console.
- Server Location: Hosting your website in the country you’re targeting can improve performance for local users. For example, a server in Germany will provide faster access for German users compared to one in the U.S.
- Content Localization: Tailor your content to align with the language, preferences, and search behaviors of your target audience. This involves more than just translation - it’s about understanding and catering to local needs.
- Local Link Building: Backlinks from sites within your target country carry more weight for search rankings in that region. For instance, links from German websites will boost your visibility in Germany more effectively than links from U.S. sites.
Geotargeting doesn’t directly influence rankings but helps search engines understand your target audience better, especially if you use generic top-level domains like .com or language-specific subdirectories like /fr/ or /es/.
Site Speed and Performance
When serving a global audience, your website’s speed becomes even more critical. A faster site not only improves user experience but also boosts conversion rates. For instance, a B2B site that loads in one second has a conversion rate three times higher than one that takes five seconds. With mobile devices accounting for over 63% of global web traffic, optimizing performance is non-negotiable.
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Global Testing Strategy: Use tools like WebPageTest, GTmetrix, or Google PageSpeed Insights to test site performance from different regions. A website that loads quickly in New York might be sluggish in Tokyo, so testing from target areas is key.
"There are many ways to measure website performance, and our customers often aren't sure what data to trust. We recommend Google's Core Web Vitals data as the best starting point, as it's collected from real visitors on your website." - Matt Zeunert, Founder at DebugBear
- Content Delivery Networks (CDNs): CDNs help by caching your content on servers worldwide, reducing load times for users far from your main server location. In 2023, CDNs accounted for 70% of all global internet traffic.
- Performance Best Practices: Compress images before uploading and consider using WebP format. Minify CSS and JavaScript files by removing unnecessary code. Enable browser caching to reduce server load for repeat visitors. Gzip compression is used by 57% of websites for faster load times.
- Hosting Considerations: Choose hosting that matches your traffic needs. Shared hosting is budget-friendly but slower, VPS hosting offers better segmentation and speed, while dedicated hosting provides the fastest performance.
Test your site’s performance across devices and regions to mimic real-world conditions. For example, a site that performs well on a high-speed desktop connection in San Francisco might struggle on a mobile device with slower internet in rural Brazil.
URL Structure for Global Sites
Your URL structure plays a key role in international SEO. A well-organized URL system tailored to languages and regions helps search engines deliver your content to the right audience.
Domain Strategy Options
Choosing the right domain strategy is a critical step in your international SEO audit. Whether you opt for ccTLDs, subdirectories, or subdomains, each approach has its own strengths and challenges that can influence your SEO performance, budget, and scalability.
Country-Code Top-Level Domains (ccTLDs)
ccTLDs, like .de for Germany or .fr for France, provide the clearest geotargeting signals to search engines. They make it obvious which country your content is targeting, which can improve local search visibility. However, this approach requires significant resources since each ccTLD functions as a separate entity, demanding unique SEO strategies and link-building efforts for every domain. While ccTLDs offer precise geographic targeting, they can be resource-intensive to manage.
Subdirectories
Subdirectories are a cost-effective option that leverage the authority of your root domain, making them a strong choice for international SEO. If you're planning to expand into multiple regions and want to share SEO authority across territories, subdirectories strike a great balance between simplicity and performance.
Subdomains
Subdomains, such as de.example.com or fr.example.com, fall in the middle ground. However, they come with notable limitations. Google treats subdomains as separate sites, which means you'll need distinct SEO strategies for each. Subdomains are less commonly used, accounting for just 3% of domain structures in search results, and are typically seen in multilingual markets. For most businesses, they are not the most practical choice.
| Feature | ccTLDs | Subdomains | Subdirectories |
|---|---|---|---|
| Geo-Targeting | Strong signal to search engines | Weaker signal compared to ccTLDs | Weaker signal compared to ccTLDs |
| Cost | Higher domain registration costs | More affordable than ccTLDs | Cost-effective |
| SEO | Requires individual SEO strategies | Inherits some link equity | Benefits from root domain authority |
| Implementation | More complex | Easy to implement via CMS | Simplest to implement |
| Management | High effort and resources | Less management overhead | Minimal technical management |
When deciding on a domain strategy, consider your budget, technical resources, and overall goals. If your business can support ccTLDs for every market, they provide the best geotargeting. However, for most companies, subdirectories offer a practical and effective solution.
Language and Region Codes in URLs
Using consistent language and region codes in your URLs helps both users and search engines understand your site's structure.
Stick to ISO 639-1 codes for languages (e.g., "en" for English or "es" for Spanish) and ISO 3166-1 alpha-2 codes for countries (e.g., "US" for the United States or "CA" for Canada). This standardized approach ensures search engines interpret your site accurately and serve the right content based on user preferences.
"It's better to create subdirectories to differentiate languages - this helps both users and Google understand your website."
– Padmavathi s, Contributor, Google Search Central Community
When using subdirectories, structure them logically. For instance:
/en-us/for English content targeting U.S. users/en-gb/for British English/es-mx/for Spanish content aimed at Mexican audiences
This clear URL structure signals to users and search engines which version of your content they are accessing. To avoid errors, always double-check your codes against official ISO lists. Tools like hreflang tag generators can simplify the process and ensure consistency across your site.
Canonical Tags Across Versions
If your site has multiple language versions, it’s crucial to ensure each page canonicalizes to itself. This prevents conflicts with hreflang attributes and helps search engines understand which version is authoritative.
For example, an English product page should include:
<link rel="canonical" href="https://example.com/product-page" />
<link rel="alternate" href="https://example.com/es/producto-pagina" hreflang="es" />
This setup tells search engines that the English page is the primary version for English speakers, while the Spanish page serves Spanish-speaking users.
Avoid these common mistakes:
- Do not set your global page URL as the canonical URL for all language versions.
- Avoid adding hreflang annotations to pages with canonical tags pointing elsewhere, as this creates conflicting signals.
Keep in mind that hreflang tags are signals, not commands, so search engines may still decide which version to display. By fine-tuning your URL structure, you lay the groundwork for effective localization and better regional targeting.
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Content Localization and Regional Targeting
Once you've built a solid technical foundation, it's time to focus on content localization to connect with global audiences on a deeper level. Localization isn't just about translating text; it's about adapting your content - language, visuals, and cultural elements - to resonate with specific regions.
The distinction between translation and localization is key to international SEO. Translation ensures text is converted accurately while retaining keywords, but localization goes further. It tailors the entire website experience to align with the language, culture, and preferences of your target audience. And it’s worth the effort - 65% of people prefer content in their native language over generic, one-size-fits-all material.
Language Quality and Cultural Relevance
A native speaker's review is crucial because automated translation tools often miss the subtle nuances that make content feel authentic. Native speakers understand the cultural context and can identify when phrasing feels awkward or out of place. This is especially important to avoid cultural missteps, as history has shown with poorly localized branding campaigns.
"When it comes to localization, you don't just translate a text. You have to actually catch all those nuances and talk in the language of your audience." - Sorana Duca, London-based purposeful brand calibrator
Localization also extends to visuals. Images, colors, and design elements must align with local customs and preferences. For example, a color that symbolizes celebration in one culture might carry a negative connotation in another. Beyond visuals, consider adapting content to reflect local holidays, events, and even practical details like currency ($1,234.56), date formats (MM/DD/YYYY), and legal requirements. These small adjustments can make a big difference in how your audience perceives your brand.
Once your content feels culturally aligned, the next step is refining your keyword strategy to match local search behaviors.
Local Keyword Research
A successful localization strategy depends heavily on regional keyword research. Simply translating your existing keywords won’t cut it - you need to understand how people in each target market search for your products or services.
"Expertise in native language search behavior is crucial for effective international keyword research." - Joshua Saxon, Content Marketer & SEO Specialist
Start by identifying the dominant search engines in your target region. While Google leads globally, markets like China and Russia lean heavily on platforms like Baidu and Yandex. Knowing which search engines your audience uses will shape your entire keyword strategy.
Local search behavior varies widely across regions, so pay attention to:
- Colloquialisms and dialects that influence phrasing and terminology.
- Cultural context that affects how people think about and describe products.
- Local vocabulary that might differ for the same concept.
- Search intent patterns tied to regional shopping habits.
- Seasonal trends that align with local holidays and events.
Using tools like Google’s Keyword Planner with region-specific filters can help you gather accurate data on local search volumes. These insights ensure your keywords reflect actual search behavior rather than relying on global averages.
Collaborating with local SEO experts can be a game-changer. They bring a deep understanding of cultural nuances, industry-specific jargon, and everyday language that can make or break your SEO efforts.
"As multilingual marketers, we can't be experts in every language and market. But we can be experts at finding the right professionals who are." - Shaheen Samavati, Co-founder and CEO of VeraContent
With nearly half of all Google searches being multilingual, a well-thought-out localized keyword strategy is essential to help potential customers discover and engage with your business. Keep track of your performance by monitoring metrics like bounce rates, session durations, and conversion rates across different regions. Use these insights to fine-tune your approach, ensuring your content stays relevant and continues to engage your audience.
Monitoring and Regular Updates
Keeping a close eye on your website's performance is critical, especially when managing international SEO. For instance, about 75% of hreflang implementations contain errors. Regular monitoring and updates help catch these issues, maintain high-quality localized content, and ensure your site meets search engine requirements.
Automated Monitoring Tools
Automated tools are a game-changer for monitoring your site's technical health. They continuously check for issues like hreflang errors, broken links, and traffic anomalies. These tools can also send alerts when something goes wrong, saving you from constant manual checks.
Google Search Console is a must-have for international SEO. It provides free insights into keyword performance, impressions, clicks, and rankings for each country. With a 4.5/5 rating on G2, it’s a reliable starting point for tracking performance.
For more advanced monitoring, platforms like Semrush (starting at $139.95/month) and Ahrefs (from $29/month) offer detailed technical audits tailored for international sites. Another great option is Screaming Frog ($259/year with a limited free version), which excels at identifying hreflang errors, missing canonical tags, and broken links across multiple site versions. It flags common issues, such as invalid URLs and incorrect language codes, helping you stay on top of localization challenges.
"Hreflang tags ensure that search engines deliver your website content in a particular audience's native or preferred language." - Rayne Aguilar, Author
For centralized management of multiple international sites, SEOGets ($49/month with a free version) offers a unified dashboard. Unlike Google Search Console, which limits you to one account at a time, SEOGets provides a bigger picture, making it easier to spot patterns and issues.
To stay proactive, set alerts for changes in hreflang tags and schedule regular reports - weekly or monthly - to keep your team informed. This approach helps you address potential problems before they affect your SEO performance.
Regular Content Reviews
While automated tools handle technical monitoring, regular content reviews are just as important for maintaining strong SEO performance. Periodic audits help identify gaps in localized content and areas for improvement. Experts recommend quarterly reviews for international sites to stay ahead of market changes.
"I recommend conducting SEO audits quarterly. For websites with more pages, you may want to update them more frequently, but you don't need to monitor your SEO every day."
Data shows that top-ranking content is typically refreshed every two years. However, the frequency of updates depends on keyword competition. Keywords with low difficulty scores (under 10) may only need updates every two years, while highly competitive ones (90+ difficulty) should be refreshed roughly every 320 days.
During content reviews, focus on key performance indicators like organic traffic, rankings, bounce rates, conversions, and user engagement for each target market. Tools like heat maps and session recordings can reveal where users struggle or lose interest, helping you prioritize updates. Optimizing these areas can lead to higher conversion rates - search engine visitors, for example, can achieve conversion rates of up to 14.6%.
Also, check for technical issues like broken links or outdated title tags during reviews. Refreshing title tags and aligning content with current trends can significantly boost performance.
For example, Fitness19 saw a 383% increase in organic traffic and an 1,844% jump in conversions after implementing technical audits and optimization strategies. This highlights the massive impact regular updates can have on your international SEO.
Finally, reevaluate your target keywords every 3-6 months. Search behavior and competition levels can shift quickly in international markets, so adjusting your strategy is essential. Keep an eye on algorithm updates and customer behavior changes, and monitor your backlink profile by country and language to build authority in all your target regions. Using data visualization tools can also help you share insights effectively across your organization and make data-driven decisions about your SEO strategy.
Key Steps for International SEO Success
Achieving success with international SEO requires a methodical approach in four key areas.
Lay down a strong technical foundation. The technical setup is the backbone of your international SEO strategy. Start by selecting the right URL structure - each option has unique advantages for geo-targeting and implementation, as discussed in the Technical SEO Basics section. Use hreflang tags to ensure accurate language and location targeting. Set up a Content Delivery Network (CDN) to improve loading speeds across regions, and apply canonical tags to avoid duplicate content issues between different site versions.
Create a clear and consistent URL structure. A well-organized URL structure is essential. Use language codes (like /en/ for English) and country codes (like /us/ for the United States) in short, lowercase, and hyphenated paths.
"Clear and descriptive URLs help users understand the page content. When you see a URL like example.com/blog/seo-tips, you immediately know what to expect. This transparency builds trust and encourages clicks."
- Eric Izazaga, Digital Marketing Manager, Webstacks
Prioritize content localization. Translation alone isn’t enough - localization is key to connecting with your audience. Studies reveal that 76% of buyers prefer to shop in their native language, and 84% of marketers report that localization positively impacts revenue growth. Conduct in-depth keyword research tailored to each target market, and ensure your content reflects local preferences, cultural nuances, and search habits.
Implement ongoing monitoring systems. International SEO is not a set-it-and-forget-it task. Use tools like Google Search Console to automate monitoring and schedule regular content reviews to spot performance gaps and areas for improvement.
"International SEO is not a one-off task, but an ongoing endeavor. Through continuous SEO monitoring and improvement of content, structure and technology, you can advance your business gradually in all global target markets."
- Michael Quast, Managing Partner, MONDIS
Keep in mind that about 80% of users click on search results in the top four organic positions. Regular optimization is essential to maintain visibility across all your markets. Use these steps as a reference for conducting international SEO audits, and revisit them frequently to ensure your global site remains competitive.
FAQs
What’s the best choice for international SEO: ccTLDs, subdirectories, or subdomains?
When it comes to international SEO, choosing between ccTLDs, subdirectories, and subdomains boils down to your specific goals, audience, and how you plan to manage your website.
ccTLDs (e.g., example.us) are a strong choice if you're targeting a specific country and want to establish a clear local presence. They send unmistakable signals to search engines about your regional focus. However, they require more resources to manage and don't benefit from the shared domain authority of a single site.
Subdirectories (e.g., example.com/us/) work well for hosting multilingual or multi-regional content under one domain. They let you take advantage of your main domain's authority, are simpler to manage compared to ccTLDs, and are effective for targeting multiple countries or languages.
Subdomains (e.g., us.example.com) can help organize distinct types of content, but they aren’t the top pick for international SEO. Building authority for subdomains can be more challenging, and they often don't perform as effectively as subdirectories or ccTLDs for regional targeting.
Your choice should reflect your SEO goals, the complexity of your website, and the resources you have to manage your global presence.
What are the most common hreflang tag mistakes to avoid on multilingual websites?
When working with hreflang tags on multilingual websites, steering clear of common mistakes is key to making them function effectively and boosting your SEO.
A frequent misstep is neglecting reciprocal links. Every page with an hreflang tag must link back to the original page. If these return links are missing, search engines might ignore your tags entirely. Another common problem is using the wrong language or region codes. Stick to the ISO 639-1 standard for languages and ISO 3166-1 for regions to ensure everything is set up correctly.
Finally, some site owners misuse hreflang tags as a tool for geo-targeting but fail to provide localized content. Remember, hreflang is meant to guide users to language-specific versions of a page. Make sure your content is tailored to the audience you're targeting. Paying attention to these details can go a long way in improving your website's international SEO.
How can I perform local keyword research to connect with regional audiences effectively?
To effectively engage regional audiences, begin by pinpointing location-specific keywords that align with your business. Leverage keyword research tools to uncover commonly searched terms in your target area. Incorporate local modifiers - like city names, neighborhoods, or landmarks - to tailor your content to local search intent.
Take a close look at competitors in the region to understand the keywords they prioritize. This can help you identify gaps or opportunities to make your content stand out. Additionally, pay attention to local customs and language differences to ensure your messaging feels genuine and connects with the audience on a personal level.
