Expanding your reach beyond the UK unlocks new traffic sources, new customers, increased revenue, and a brand associated with global success. But how do you ensure your website resonates with audiences across different languages and cultures? There is no one-size-fits-all solution, and it’s essential to consider each location you work in, rather than optimising your website once and hoping it will work globally.

That's where international SEO comes in.

What is international SEO?

International SEO is the process of meticulously optimising your website for search engines in target markets. Unlike optimising your website in your main territory, it delves deeper, ensuring your content seamlessly connects with users in other locations. International SEO works best when it combines technical considerations with an understanding of cultural and linguistic nuances.

Mastering the International SEO Toolkit

Ready to master international SEO and drive more global traffic to your sites? Follow our tips below for success:

1. Don't use machine translation!

You need to manually translate your content, maintaining quality and consistency across every language version. But more than that, you also need to adapt your content to local dialect, cultural references, and user experience preferences. This is something that machine translation can’t do effectively - you can easily miss key nuances that are important to your audience.

Case in point: Here’s an example we came across while researching an e-commerce website that sells tools online in the Netherlands and Belgium. "Waterpas" might confuse Belgian customers as the same word means a level in Dutch, but a plumb bob in Flemish. Localisation matters - go beyond translation for global success.

2) Target Keyword Research

Ditch guesswork and delve into search volume trends for your target market. Understand their target keywords and craft content that resonates with their search intent.

• Hreflang Tags are your friend: These magical lines of code tell search engines which language version of your site to serve users in different target countries. No more confusion, just targeted results.
• Choose purposeful URL structures: Choose a structure that reflects your international SEO strategy, whether this is subdirectories, subdomains, or even country code top-level domains (ccTLDs).
• Embrace country-specific content: Whether it’s legal regulations or differences in user behaviour, research and adapt your website and content to connect with your audience. Avoid duplicate content penalties by implementing proper hreflang tags and URL structures.
• Build local links: Earning backlinks from websites within your target countries boosts your authority and relevance in their local search landscape.

Unlocking Global Traffic Potential

By implementing these international SEO best practices, you'll witness organic traffic from your target countries skyrocket. The power of a well-crafted international SEO strategy is your website seamlessly appearing in search results across different countries and languages.

Begin by conducting in-depth keyword research for your target markets and crafting localised content that speaks directly to their needs. Embrace the power of hreflang tags and tailor your URL structures for optimal impact. Build relationships with local influencers and earn valuable backlinks, establishing your brand as a trusted authority within each target country.

Remember, international SEO is a journey, not a destination. Adapt, refine, and iterate your strategy based on data and performance metrics and watch your brand thrive globally. Need a hand? Reach out to Refinery for help mastering international SEO.