International SEO for Global Businesses
For UK businesses with ambitions to expand into global markets, a standard SEO strategy is not enough. To succeed on the international stage, you need a tailored international SEO strategy that takes into account different languages, cultures, and search engine landscapes. This guide will walk you through the key considerations for optimising your website for a global audience.
What is International SEO?
International SEO is the practice of optimising your website to attract organic traffic from different countries and languages. It involves a combination of technical and content strategies to ensure that you are providing a relevant and user-friendly experience for your international customers.
Key Considerations for International SEO
1. Choosing the Right Domain Structure
One of the first and most important decisions you will make in your international SEO strategy is how to structure your domain. There are three main options:
- Country-Code Top-Level Domains (ccTLDs): (e.g., `www.yourbusiness.co.uk`, `www.yourbusiness.fr`) This is the strongest signal to search engines and users that your website is targeted to a specific country.
- Subdomains: (e.g., `uk.yourbusiness.com`, `fr.yourbusiness.com`) This is a good option if you want to keep all your international sites on a single domain.
- Subdirectories: (e.g., `www.yourbusiness.com/uk/`, `www.yourbusiness.com/fr/`) This is the easiest option to set up and maintain, but it may not be as effective as a ccTLD for country-specific targeting.
2. Hreflang Tags
Hreflang tags are HTML attributes that you can use to tell search engines which language and country a particular page is targeting. They are essential for preventing duplicate content issues and ensuring that the correct version of your page is shown to users in different locations. For example, you would use an hreflang tag to tell Google that your `/en-gb/` page is for English speakers in the UK and your `/en-us/` page is for English speakers in the US.
3. Language and Cultural Adaptation
Simply translating your content is not enough. To truly connect with your international audience, you need to adapt your content to their language and culture. This includes:
- Localised Content: Create content that is relevant to the local market, including local news, events, and cultural references.
- Currency and Units of Measurement: Use the local currency and units of measurement.
- Tone of Voice: Adapt your tone of voice to suit the cultural norms of the target market.
4. International Keyword Research
Keyword research for international SEO is more than just translating your keywords. You need to conduct separate keyword research for each target market to understand the unique search behaviour and language nuances of that audience.
Our Overall Thoughts
International SEO is a complex but essential discipline for any business looking to expand its reach globally. By carefully considering your domain structure, implementing hreflang tags, and adapting your content to the local language and culture, you can create a powerful international SEO strategy that drives growth and success in new markets. A well-executed international SEO strategy will not only improve your visibility in global search results but also build a strong and lasting relationship with your international customers.
Ready to take your business global?
Our team of international SEO experts at Validus Media can help you develop a strategy to succeed in any market.
