International SEO Strategy


In today’s digital age, businesses of all sizes and industries are expanding their reach beyond their domestic markets and tapping into global opportunities. However, with this growth comes a new set of challenges, particularly in the realm of expanding internationally. Search engines operate differently in different countries, with varying algorithms, languages, and cultural nuances to consider. Therefore, to effectively reach a global audience and drive traffic to their websites, companies must implement a comprehensive international SEO strategy. We’ve created a white paper that will explore the key components of international SEO and provide practical tips to help businesses optimise their websites for maximum visibility and engagement in global markets.

International SEO White Paper

In this white paper we will explore:

  • Why you need an international SEO strategy
  • How to succeed with international SEO
  • Localising your content
  • How link building will grow your business
  • How to optimise for local SEO
  • Performance analysis

The international SEO white paper can provide a valuable resource for businesses that are looking to expand their online presence to a global audience. It offers a detailed overview of the key factors to consider when optimising a website for international audiences including language, cultural differences, and search engine algorithms.

The white paper will also provide practical tips and best practices for implementing an effective international SEO strategy, such as how to conduct keyword research, how to structure a website for international audiences, and how to use hreflang tags to ensure the right content is displayed to the right users. By following the recommendations outlined in the white paper, businesses can improve their search engine visibility and attract more qualified traffic from new international markets, ultimately leading to increased revenue and growth opportunities.

Something that we notice across the markets and locales tracked in STAT is that when you compare country to country and region to region, it's not just the competitors that vary, but also Google. It's common for international SEOs to note that certain tactics - like linkbuilding - are now much more rewarding in some markets than others, which could be a combination of different levels of competition, a different assessment of the market from Google's algorithm, and perhaps the behaviour of regional SEO industries. But we also notice even SERP features have considerably different levels of presence between markets, for the same or equivalent keywords. If you're practicing SEO in different markets, this can be a difficult balance - tactics and strategies that are necessary in one market may be wasteful or even detrimental in another.
We manage international SEO through a localized SEO team, composed of people with specific experience and knowledge of the target market and SEO advanced skills. This allows us to create and implement a tailored SEO strategy for each country, managing different users’ search and linguistic preferences. The most important factor in international SEO is the ability to adapt the strategy and the content to the specific need of each country. It’s important to reach the target audience considering and optimizing the SEO strategy based on crucial factors, such as the different language and search preferences. Being local, but with a global asset.


International SEO Marketing Checklist: 7 Proven Strategies

In today’s digital age, businesses of all sizes and industries need a strong online presence to remain competitive in the global marketplace. However, with so many websites and online platforms available, it can be challenging to ensure that your business stands out from the crowd. This is where international SEO marketing comes into play. By optimising your website and online content for search engines in different countries and languages, you can reach a wider audience and increase your visibility on a global scale.

To help you get started with your international SEO strategy, we’ve put together a comprehensive checklist of proven strategies. From conducting thorough keyword research to optimising your website’s technical elements, our checklist covers all the essential steps to help your website rank higher on search engines and drive more traffic to your site. Whether you’re a small business looking to expand your reach or a large corporation seeking to dominate the global market, our international SEO marketing checklist has got you covered.


Conduct International Keyword Research

Conducting thorough keyword research is a crucial first step for your on-page SEO strategy. Identifying the right keywords for your target audience in different countries and languages can help you create content that resonates with them and drives more traffic to your site.

To conduct effective international keyword research, you need to consider a range of factors, including search volume, competition, and cultural nuances. It’s important to use tools such as SE Ranking, Ahrefs, or SEMrush to identify the most relevant keywords for your target markets. These tools can provide valuable insights into search volume and competition for specific keywords, allowing you to identify high-traffic, low-competition keywords that can give you an edge over your competitors.

Additionally, cultural nuances can play a significant role in keyword research for different countries and languages. It’s important to understand how different cultures search for products and services online, and tailor your keyword research accordingly. This may involve using specific keywords or phrases that are unique to a particular culture or language, as well as considering regional variations in language and dialects.

Avoid Machine Translators & Use Native Specialists

Using machine translators to translate your content may seem like a quick and easy solution, however, it’s important to avoid using machine translators as they often produce poor-quality translations that can harm your SEO efforts and damage your brand’s reputation.

Instead, it’s essential to use native specialists to translate your content. Native specialists have an in-depth understanding of the nuances of their language and culture, providing high-quality translations that resonate with your target audience. They can also help you optimise your content for specific search terms and ensure that your content aligns with local customs and preferences.

Using native specialists also helps you avoid common translation errors that can negatively impact your SEO efforts. For example, some words may have different meanings or connotations in different cultures, and it’s important to use the correct terminology to ensure that your content is easily understood and positively received by your target audience. By working with native specialists, you can ensure that your international SEO strategy is effective and that your business is seen as a credible in your target markets.

Correct URL Structure for International Sites

Choosing the right URL structure for your international sites is critical to the success of your SEO strategy. There are several options available, each with its own benefits and drawbacks.


One option is to use subdirectories which are folders or directories that are created within the main website directory and contain pages that are specific to a particular language or region. By using subdirectories, you can better organise content and make it easier for search engines to understand the different versions of your site. For example, a website might use a subdirectory such as “” to host pages that are in Spanish, or “” to host pages that are specific to the United Kingdom. This helps search engines like Google identify and rank the content based on the user’s location and language preferences.


Another option is to use subdomains to create separate international versions of your site. For example, you might use for your English-language content and for your Italian-language content. Subdomains can be a good option if you want to keep your international sites separate from your main site, or if you have many different languages or regions to target. However, using subdomains can also make it more difficult to consolidate your SEO efforts and build a strong overall online presence.

Country-code top-level domain name (ccTLD)

A third option is to use a country-code top-level domain name (ccTLD), such as for France or for Germany. Using ccTLDs can help you build a strong local presence in each market and make it easier for users to identify your site as relevant to their region. However, using ccTLDs can also be more complex to set up and manage, and can be more expensive than other options.

Ultimately, the right URL structure for your international sites will depend on your specific goals and needs. By carefully evaluating the pros and cons of each option and considering the needs of your target audience, you can choose the right structure for your international websites.

Create Content Targeted for Each Audience's Language & Culture

It’s important to create content that resonates with your target audience’s language and culture. When developing content for international markets, it’s important to consider the nuances of each language and culture to ensure that your message is received in the intended way.

One important consideration when creating content for international markets is the use of idioms and expressions. These can vary widely between languages and can have different meanings or connotations in different cultures. It’s important to work with native speakers and cultural experts to ensure that your content uses appropriate language and avoids any potentially offensive or confusing expressions.

Another important consideration is the use of visual elements in your content. Different cultures may have different preferences for the use of images, colours, and other visual elements. For example, some cultures may prefer more colourful and ornate designs, while others may prefer more minimalist and understated styles. By understanding the preferences of your target audience, you can create content that resonates with them and build a strong connection between your brand and your international customers.

Overall, creating content that speaks to your audience’s language and culture is an essential component.

International & Local Search Trends

As with any area of digital marketing, search trends are constantly evolving, and it’s essential to keep up with the latest developments to stay ahead of the competition. This is particularly important in international SEO, where the search trends and preferences in different countries and cultures can vary widely.

One important aspect of international and local search trends is the use of voice search. Voice search is becoming increasingly popular worldwide, and it’s important for international businesses to optimise their content so its easily discoverable through voice search queries in multiple languages. By understanding the nuances of voice search in different languages and cultures, you can develop content that speaks directly to your target audience’s needs and preferences.

Another important trend is the prevalence of local search. This is particularly important for businesses with physical locations in multiple countries, as local search plays a critical role in driving foot traffic and conversions. By optimising your content for local search queries in each target country, you can improve your visibility in local search results and attract more local customers.

Researching and staying up to date with international and local search trends is essential for businesses looking to succeed in international markets. By understanding the preferences and behaviours of your target audience, you can develop targeted SEO strategies that maximise your online visibility.

International Link Building

Link building is a critical component of any SEO strategy, however, it’s especially important in the context of international SEO. International link building is slightly different in comparison to regular link building, and it requires a more nuanced approach.

The first step in international link building is to identify high-quality, relevant websites in each target market. This requires a deep understanding of the cultural and linguistic nuances of each market, as well as the ability to identify and analyse the link profiles of your competitors in each country. Once you’ve identified these websites, you’ll need to develop a targeted outreach strategy that leverages your existing relationships with publishers and influencers in each market.

Another key difference in international link building is the importance of local language content. In order to attract high-quality backlinks from local websites and influencers, you’ll need to develop content that is both relevant and engaging to your target audience in each market.

Overall, international link building requires a combination of cultural sensitivity, linguistic expertise, and targeted outreach to succeed. By taking a strategic approach and leveraging the right tools and techniques, you can build a strong link profile that’s crucial to the success of your international expansion.


In today’s globalised marketplace, international SEO strategies are more important than ever before. With more and more businesses expanding their operations overseas, the need for effective and targeted international SEO strategies has become essential for success. By following the proven strategies outlined in this article, you can develop an effective international SEO marketing plan that helps you reach and engage with your target audiences in each market, improve your search engine rankings, and drive targeted traffic to your website.

To summarise, conducting thorough international keyword research, avoiding machine translators, and creating local language content are all key components of an effective international SEO strategy. Additionally, choosing the right URL structure, staying up-to-date with international and local search trends, and investing in international link building can help you reach your target audiences on a global scale and drive success for your business.

If you don’t have the skills in-house, you can invest in international SEO to position your business for success in a global marketplace, reach new customers, and drive growth for your brand. At GA Agency, we are specialists in international expansion and can you’re your business unlock new opportunities and achieve sustainable success in each target market. Feel free to contact us for more information and a consultation.