International SEO Best Practices in 2024 – Forbes Advisor

Now that you know why international SEO is important, how can you get on board? Here
are the most important steps to creating an effective international SEO strategy.

1. Identify target markets

Determine the countries or regions you want to target with your international SEO efforts. When choosing a region, consider factors such as language, cultural preferences and business goals.

2. Understand the correct URL structure

Different URL structures can be used to target specific countries or locations. Here are some considerations to help you choose the right URL structure for your international SEO efforts:

Country-specific top-level domain (ccTLD)

Country Code Top-Level Domains (ccTLDs) are domain extensions assigned to specific countries or territories. An example of this URL structure would be www.website.fr.

A ccTLD clearly indicates which country your website is targeting, increasing recognition among locals. You can even use localized hosting, which improves page loading speed and can lead to better rankings in the target area.

Managing multiple ccTLDs requires separate hosting and SEO efforts for each domain. In addition, registering and maintaining multiple ccTLDs is more expensive than other URL structures.

Subdomain

Subdomains are prefixes added to the main domain to categorize content (e.g. fr.website.com).

A key benefit of subdomains is localized hosting, which allows website owners to host content on servers in specific regions.

Customizable naming conventions can also be used for subdomains. For example, a website aimed at a French-speaking audience could have a subdomain like “france.example.com” that indicates the target region to consumers and search engines.

Unfortunately, they are not perfect. Search engines treat subdomains as separate entities, so each subdomain must build its own authority and backlinks. Managing multiple subdomains can also be more complex than managing other URL structures.

Subfolder

Subdirectories are folders added to the main domain. They are often used to organize content by language or country (e.g. example.com/fr/).

Unlike other URL structures, all content is located on a single domain. This means website management is easier as you only have to maintain one international website.

Creating a new page version is also fairly straightforward. By changing the URL path or slug, web administrators can provide localized versions of existing pages without the need for separate hosting or complex configurations.

Although subfolders offer technical advantages, some users may need to get used to this URL structure. Despite these disadvantages, the quick setup and customization options make it a compelling choice for web administrators.

3. Implement hreflang tags

Hreflang tags are HTML attributes that indicate to search engines the language and regional orientation of a particular web page. They usually appear in the

section of HTML pages and specify the language and optionally the region (e.g. “en”, “en-us”).

Typically, hreflang tags tell search engines the most relevant version of a page based on a user’s location and language. This is how Google directs audiences in Japan to Japanese-translated pages on your site.

This is an example of an hreflang tag for a company in the UK targeting audiences in Japan.

In this example:

• rel=”alternative”: Indicates that the linked URL is an alternate version of the current page.
• hreflang=”jp”: Specifies the alternative page in the target country or region
• href=”https://jp.website.com/page”: Specifies the URL of the alternate version of the page intended for Japanese speakers in Japan.

4. Conduct keyword research

This phase requires you to research the local language and terms used in your target markets. Consider cultural nuances, colloquialisms, and differences in spelling or pronunciation.

Search volume for certain keywords can also vary from country to country depending on population size and search demand. For example, Singapore may have the highest search volume for “mandarin oranges” during Chinese New Year, but other countries do not observe this trend.

Keyword research tools can help you gain insights into search volume, competition, and related keywords. Some popular tools include Google Keyword Planner, Semrush, and Ahrefs.

5. Localize content

Content localization enables companies to create content that matches the linguistic, cultural and regional preferences of their target audience.

Here are some tips on how to do it right:

• Have your website content translated using professional translation services or by hiring native speakers.
• Consider cultural nuances, local customs, traditions and trends.
• Adapt the tone and style of the content to local preferences such as formality, humor or directness.
• Incorporate localized keywords and phrases to improve visibility in local search results.
• Include localized information such as contact details, addresses, currency, measurements and time zones to improve relevance to your audience.
• Conduct continuous testing, collect feedback and monitor performance to improve your strategy.

6. Build backlinks

Backlinks on your multilingual site help increase its authority, visibility and credibility in different regions and languages.

Here are some strategies for building relevant links for international SEO:

• Collaborate with local businesses: Look for opportunities to partner with local businesses and sponsor events in local communities. This will increase brand awareness among locals.
• International directories: Submit your website to international and industry directories. Also make sure your company information is optimized for local searches.
• Localized PR and public relations: Contact local media, bloggers and influencers for local coverage and backlinks. You can also build relationships with journalists and influencers who can increase your brand’s presence in the target language.
• Cross-regional cooperation: Identify opportunities for cross-regional collaboration with partners, suppliers or subsidiaries in different countries. Explore co-marketing initiatives, joint ventures or content partnerships that can help you reach new audiences and gain relevant backlinks from trusted sources.
• Monitor competitors: Monitor your competitors’ link building strategies. If you can identify sites that link to your competitors, you may find ways to secure similar or better quality backlinks for your own site.

7. Make sure internal links lead to content in the same language

Users expect consistency and relevance when navigating a website, and encountering internal links that lead to content in a different language can cause confusion.

By keeping internal links in the same language context, you can encourage greater interaction with your website. This also helps search engines understand the structure and hierarchy of your website.

8. Install a Content Delivery Network (CDN)

The distance between the user and the server can cause latency, which often results in slower speeds for international visitors. A content delivery network (CDN) is ideal if you want to target users in multiple geographic regions.

A CDN is a distributed network of servers strategically placed in multiple locations. It helps companies deliver content through servers that are closer to the user’s location. This allows users to improve page load times and the overall user experience.