The earth is no longer round… but that doesn’t mean your international SEO (or overseas SEO) strategies should be linear.
After marinating for twenty-odd years in a technological chrysalis, the world as we perceive it has emerged with four corners, a screen, and fits comfortably in most pockets/purses.
With the swipe of a finger, a person can now score a date, watch a movie, and impulse-buy whatever products their heart desires.
With the world quite literally at our fingertips, we can search for, find, and purchase exactly what we’re looking for, no matter where in the world it is located. Purchasing power lays completely in the hands of the consumer… and the search results. To assist you in winning over the hearts of both, we have rounded up some pretty incredible international search engine marketing consultants to guide you in your quest for making your international market expansion search engine (and user) friendly.
29 Top SEO Consultants Share Fundamental Strategies To Help Improve Your Website Rankings Around The Globe!
International SEO Tip #1: Do Your Homework!
Katrina Reger, Digital Marketing Strategist, Blue Compass Interactive
Plan ahead!! From choosing your URL structure (ccTLD, gTLD, subdomains, subdirectories – there are lots of decisions to be made on URL structure alone,) to hreflang tags which help with local search on a global scale, and canonical tags to help with duplicate content; there are countless factors worthy of your consideration. When scaling your site internationally the worst thing you can do is expand blind. Google will rank your site higher if you do the legwork upfront rather than attempting to fix errors after Google has come “crawling.”
Sam Binks, Digital Marketing Manager, Cool Gifts for Dads
Time differences are important – don’t set up meetings when it’s too early/late for the client. Get some training for your team in how to respect cultures and customs. For instance, if international clients are coming to your office, is it appropriate to eat certain foods at certain times of the year? Show you’re invested in making them happy and you have some idea about where they’re from.
Damon Burton, President, SEO National
There is no one-size-fits-all approach to engaging a variety of international demographics. Businesses should start by writing unique value propositions, blogs, and press specifically to the target country or location. It is crucial that whatever info is generated is specific to the target dialect. Something interesting in one country may not be as equally interesting in another. There may also be different uses of jargon. Sounding natural in your engagement is key.
It’s very important to really dive in and learn how your customers in foreign markets are using and/or looking for your product or services. To do this effectively, you need to dedicate hours of time to keyword research and competitive analysis. We also recommend having your website translated into other relevant languages to target a specific country, along with country and language meta tags.
Marcus Miller, Owner, and Head of Search Marketing, Bowler Hat
Success with international SEO is not easy. There is much to consider before we even think about the SEO elements. We must consider the regionalization of content, the content is provided in a location’s primary language, currencies, locations that need content in multiple languages and local time zones (for starters). If your business is in the UK and you are selling into the US you could be going home just as the US traffic starts so you will need to consider how you handle customer service from an international perspective. And of course, international shipping can impact your ability to be competitive and various taxes all come into effect.
Ultimately the best tip is to be sure that this is something you want to do and that the returns will be worthy of the effort. With international SEO this is no easy win and a careful hand is needed from a human and technical perspective. Do it right and you can open up a much larger marketplace.
Dana Schumacher, Digital Analyst at Direct Online Marketing
It is incredibly important to understand the linguistics and language dialect of your audience. Many cities/regions have their own different characteristics and dialects and you want to make sure that’s top of mind when creating and optimizing content for international SEO. With that being said, it’s always a good idea to get input from someone who is familiar with the language and dialects. It plays a major role in making sure your content marketing and SEO work is relevant to your audience.
The Takeaway: CYA: Cover Your Ass(ets). Research the people, the culture, see if there’s a demand for what you’re supplying, before diving headfirst into international waters. Overlooking the fine details could cost you dearly.
International SEO Tip #2: To ccTLD Or Not To ccTLD?
Aleyda Solis, International SEO Consultant & Founder at Orainti
Make sure the ccTLD, hreflang, and flag choice are cohesive. If someone connects to a site from Spain, but the flag on the site is Mexican, that user will feel like the site is not relevant to them, and they will likely leave…If your site has a Spanish version “.es”, and want to target the British, they enable an English version in their .es ccLTD. But because this site is already geo-located to Spain, it will most likely never rank in the UK or another country.
It’s very important that you think about what other countries you want to target, how you are going to expand in the future, and if it makes sense to start with a ccTLD in the beginning. You will likely need the ccTLD’s in these countries, or you can enable a generic domain where you can play country subdirectories, that way your site will be scalable, and won’t suffer from issues so that you are able to profit from what you have built.
Jonathan Bentz, Sr. Digital Marketing Strategist, Direct Online Marketing
Help Google understand your ccTLD belongs to your main .com by verifying both sites with the same Google Search Console account. When I provided internet marketing services and SEO for a company with 4 different ccTLDs in addition to their main .com, I registered every single domain in webmaster tools under one account.
When I did that and set country-specific locations for each domain, the international domains started ranking for the same short tail, high search volume keywords that the main site ranked for – with no additional link building required.
By going through and properly verifying each site in one Search Console account, then setting unique country locations for each domain, Google will quickly learn to identify your ccTLD’s for their appropriate location… and trust them just as much as your main site.
Want to set this up for your international domains? Check out this guide for setting up international targeting in Google Search Console.
Steffen Ploeger, SEO specialist, 9thco
It’s not good practice to have duplicate websites on different country code top-level domains (ccTLD). Geo-targeting will be outweighed by the domain authority of the .com and as a result, the .com will outrank other ccTLDs even in their geographic target country. Instead of using duplicate websites on different ccTLDs you should use subfolders to indicate country or language. Don’t use proxy localized content. Google and Bing have clearly said to keep one language in one URL. Proxied content, content served by a cookie and side-by-side translations all make it very hard for search engines to index a page in one language. 1 URL = 1Language
The Takeaway: There’s such a thing as too much of a good thing. ccTLD definitely helps with geo-targeting and SERP rankings, but if you have multiple countries contributing to profitability, having a ccTLD in each can confuse search engines and ‘cannibalize’ results (eek!). Strategize what country you’ll benefit most from, ccTLD that bad boy, and subdomain the rest.
Overseas SEO Tip #3: Talk The Talk With Hreflang
Brett Bastello, SEO manager, Inseev Interactive
If you’re headed into international SEO is to make sure you’re properly using the hreflang= tag.
What this tag does is serves a version of your web page in their local language, based on the visitor’s IP address.
This tag can be placed in either the sitemap, within the on-page markup, or in the HTTP header, but it’s important to only choose one. By having this markup listed in multiple locations you leave yourself open to inconsistencies and/or input errors, which will confuse the crawlers.
As your website expands into additional/moves out of certain countries, it is much easier and faster to update one set of hreflang inputs, as opposed to three, especially when there is a team of multiple people spearheading these on-site changes.
Andrew Akesson, Head of Digital, Venn Digital
Another aspect we often see that is wrong is when a company wants to expand into foreign language websites. They do this without giving the user any thought sometimes, so we may get a job/recruitment website that has translated all of their landing pages, but because all of their staff/recruiters are English, all the job descriptions on that page are English.
So for example, the hreflang sitemap states that the page is targeting German users in Germany (de-de), then Google will look to serve that page to German users in Germany. However, when those German users get to the page, they see that all the job descriptions are in English, which is a language they don’t speak and they bounce back to Google. This sends the wrong signals to Google and they demote the page in the rankings. So the recruiter has not only annoyed the user through bad UX, but they have also annoyed Google because the user is having to try a different result from the SERP.
There are a couple of things that should be done. The first is to ensure that the language on the page is the same as that of the hreflang. If your hreflang is de-de, then your page needs to be in German as this is the target language/users you are specifically targeting. Having half the page in one language and the other half in another language means the target user can only understand half the page, meaning they will be less likely to connect with your brand.
Another option to prove how your users are behaving is to use heat mapping software on-site. Any good heat mapping service will give you some information on what country your user is accessing your site from. In this instance, if your main messaging on page (the first thing they are like to see) is in English and the target users are from Germany, then you don’t have to do too much calculating to see that it’s the language you are using that is making people bounce back off the page, as they won’t be scrolling any further down the page to get to the German.
The Takeaway: This tool is a beaut. When used properly, it can really take your international SEO to the next level. But always err on the side of caution, and see if you can find a native speaker to look over the content for any nuances particular to the region.
International SEO Tip #4: Content & Context
Siobhan O’Rorke, Marketing and Communications Manager at Lookeen
Make sure the keywords you’re optimizing your site for are making sense in the context of the languages you’re translating to. Find a native speaker to perform detailed keyword analysis in each language, and to test them (preferably in the target country).
Jitesh Keswani, Co-Founder, E-Intelligence
Get closer to your target native search audience. As the culture and language of your visitors vary from country to country, the basic online search pattern also differs. You want to ensure, as a marketer, that your website speaks to them in the tone that they are comfortable with. And this is not just limited to text – also consider the media and colors used on your web properties.
For example, if your website is full of images that relate more to the western world, then you may not get much out of your presence in the online search space in Japan. Accuracy and professionalism are the keys to pleasing your local search audience. For your international SEO to be a successful venture, it’s important for you to win their trust.
Jimmy Rodriguez, COO, 3dcart
The one thing that is universal across the globe is good content. If you want to rank globally, pump out high-quality content that is useful to an audience worldwide. Try to keep your topics general rather than culture or location-specific. For the most part, the same burning questions that people have in the US, they will have in Canada or Australia. The psychology of humans is universal which is why pumping out content based on global keyword research is one of the best SEO strategies. This of course, given that all on-site aspects are optimized for global search.
Colt Foutz, Director of Digital Content Optimization, TransPerfect
Localized content – preferably written by a native speaker familiar with your industry vertical – is, by its nature, unique content. It won’t count against you as duplicate, and you don’t need to flag the original language page as canonical – which could work against you in getting the new language page to rank. But for every unique market with different cultural norms, consider experimenting with a different design. The right graphics and spatial organization of your site can make a difference in user experience and getting customers to convert.
Oh- and don’t forget to translate image ALT-tags.
The Takeaway: Content and context may just be the new peanut butter and jelly. You can have one without the other, but damn they really are better together.
Overseas SEO Tip #5: Build Links
Nenad Cuk, Marketing Manager, Thoughtlab
Start building links from websites that are optimized for the target country. If all of the links are coming in from a .ru website, and you are trying to rank for .ag, you won’t get as much of a push as if you got other .ag sites or even sites from Latin America that have the same language in their content. Just as one wouldn’t expect to get a rank boost to US sites by pulling in links from irrelevant sites outside of the market, a company shouldn’t expect to get a rank boost by using irrelevant countries in their citation building.
Matthew Mercuri, Digital Marketing Manager, Dupray
Interact with people who you have already done business with. When your clients and customers get a follow on Twitter, they’re significantly more likely to follow you back. Moreover, you need to narrow down and eliminate the people most likely to ignore you on Social Media. Ashton Kutcher will not be your friend online, nor will Kim Kardashian. BUT, the local bakery owner will. Your sister, best friend, and family will. So will your German clients. You need to do whatever it takes to get a base. This base will allow you to successfully publish content while tapping into the networks of that base.
Jason Ohsie, Digital Marketing (SEO) Department Manager, Direct Online Marketing
The importance of building quality links cannot be understated for SEO today and, most likely, into the future. Link building for international SEO, in particular, can be challenging to navigate because of inherent cultural differences and language barriers to non-native speakers. To get the most out of outreach efforts, you have to be systematic in your approach. Using your favorite link-building analytical tool – there are several good ones you can use – start by identifying and prioritizing link opportunities that genuinely represent the best fits for your content or business objectives.
For the top candidate backlinks with high-quality domain authority or trust flow, spend time doing your homework by engaging in deep research about their brand. Ask yourself: who might be their target demographic and psychographic audience? What pain points are the brand looking to solve? Are there local initiatives they are looking to promote?
While it may seem like a lot of work on the front end, there is tremendous lasting value in high-quality backlinks that will more than reward the significant investment in time. For the rest of your list, craft a short, personal message with a strong call-to-action. Provide value to the person receiving each email. Be clear and direct about your objective. Think about being the person receiving the email and what would compel you to take action on behalf of that person
Jessica Carmona, Marketing and Business Growth Manager, Guarana Technologies
If you’re expanding your business to other countries, local SEO should be one of your top priorities. It’s important to make sure your NAP (Number, Address, Phone) is consistent all across platforms such as Google Business, Bing, Yelp, Foursquare, and any other directories you might find relevant. Since you might not have an actual address and local phone number yet, a great strategy to solve that issue is to use services such as Virtual Business Addresses (which many coworking spaces provide) and software such as CallRail.com to get a local address and phone number and start on your International SEO as soon as possible. Additionally, you can add schema markups to your pages to help search engines understand where you’re located.
Ronald D’souza, Digital Marketing Manager, Angel Jackets
Link building plays a vital role in how you rank on a SERP. On the other hand, it provides you with the opportunity to reach more people who could relate to your brand or service.
A good link building technique involves building relationships with bloggers and influencers of your niche industry and providing value to them. You should be able to communicate what value your story could provide and why their audience would be interested in it. One great tip to get potential backlinks is by searching #journorequest on twitter advanced search and selecting your target country. You will find a lot of people looking for your expert opinion or input.
Vukasin Vukosavljevic, Head of Growth, lemlist
A big push with SEO is always the backlinks you’re able to get to rank high. But, in order to find those links without burning through your budget, you have to invest significant time into your email outreach and the way you approach people. The reality of the situation is that backlink outreach is extremely competitive and it’s hard to get a breakthrough in a busy inbox. The best way to grab the attention is to personalize your cold emails and focus on biz dev rather than direct asks.
Michael Dello Russo, Digital Marketing Coordinator, Direct Online Marketing
Backlinks are important, but don’t overlook the value of internal links, or links to other areas of your site. When dealing with content that appears in multiple languages, I create separate URLs for each translation. This makes internal linking a breeze.
Also, if a page has any other language translations, I link it at least once in the copy. This helps build links throughout each of the articles, gives the reader language options, and helps them easily navigate to their preferred language in the event they are automatically redirected to a page in the wrong language.
The Takeaway: Ah links, the social butterfly of SEO. And like a butterfly, they are delicate, finicky creatures that will beautify your site (for rankings that is). Handle with care.
International SEO Tip #6: Think Beyond Google
Val Kaplan, Marketing Director, Sampi Marketing
China is one of a handful of countries where Google is completely irrelevant. It’s market share is currently less than 1% and the access is also blocked from the Mainland. The largest search engine in China is Baidu (about 60% market share) and SEO must focus on optimizing for that service rather than Google. Also, websites that are hosted outside of China load considerably slower than those hosted on servers within the country.
The difference is mainly due to China’s Great Firewall that filters and slows down the traffic coming from the outside. The slow loading, in turn, hurts Baidu ranking. Unfortunately, in order to host in China, a website must first apply for ICP (internet content provider) license issued by the government which can only be obtained by locally registered businesses. Solution: if a company is serious about getting in the Chinese market they should open a company here first.
Dimitri Semenikhin, Founder, Yacht Harbour
An important factor in international SEO is to remember that Google is not the only game you need to play. Russia, for example, is predominantly dominated by Yandex. Its rules and metrics are different and optimization strategies can actually differ or even cancel out in terms of SEO for Google or Yandex. Make sure you weigh the potential benefits of branching out to different regions before investing in SEO as you could cannibalize existing traffic.
Steven Macdonald, Digital Marketing Manager, SuperOffice
I believe the key to any successful international SEO campaign is to start by looking at the visits by a country report in Google Analytics (found under Audience > Geo > Location). It’s much easier to succeed with international SEO if an audience in that country already exists.
To reach 50,000 visits, we first looked at visitor data in Google Analytics and found at least 11% of visits came from Russia. We then set up a small, basic 4-page website in Russian that covered product and contact information. We implemented hreflang to make sure Google displayed the Russian website on google.ru, and added the website to Yandex’s Webmaster Tools. Finally, we sent out an email to partners and asked that they link to our new Russian website, which led to a handful of high-quality links.
Within 12 months, this activity, which cost us $0 led to $54,000 in online sales.
The Takeaway: Sadly, in some countries, our beloved Google (transparency: we are a Premier Google Partner)is the red-headed stepchild (my apologies to any red-headed stepchildren reading this post, no offense is meant). While researching what your target market is searching for, make note of what they’re searching on.
Overseas SEO Tip #7: Doing B2B In New Countries
Maxim Shomov, Digital Marketing Leader, Fair Point GmbH
From my experience, B2B SEO doesn‘t differ from regular search engine optimization. You still have to deal with the Google algorithm to rank high. However, other marketers often tend to forget that even in B2B marketing, you interact with real people, be it business owners or other decision-makers. The key to a successful campaign is to tap into their emotions. This is what makes B2B marketing harder than B2C – these people are used to marketers trying to sell them products and services.
Jignesh Gohel, Founder and Marketing Head, Olbuz
The best tip to acquire international clients is deciding what industry or brand you are planning to pitch and start studying their competitors, business opportunities and missing dots on their website/brand / or in marketing strategies. Pitch with useful information: what they are missing and how you can improve with all your research and data. Here the key part is to reach the right person of the brand you are pitching and you won half battle. I have seen most of the agencies used to sends thousands of emails with the same format has no personalized touch and will hardly attract the other party.
Chad Remp, Operations Manager, Wheeling Truck
I would state the most important thing is for international visitors to your website to know that you accept international orders. Many (I mean a lot) of websites/companies will not sell internationally, and they even state this on their website. We want to make sure our international customers understand we want their business. We have “International Orders” listed at the top of our page so foreign visitors know we want their business.
Adam Stetzer, CEO, HubShout
It is important to NOT overthink International SEO. In fact, many of the factors are identical. That being said, for international businesses, there are several considerations. There are subtle language differences, even among English speaking countries. In addition to different spellings, reference points and norms can be very different. And slang is certainly different. Be sensitive to this fact. As meetings are set up, obviously time-zone problems will present themselves. As for pricing and commerce, exchange rates can be significant – and change. If you write a 12-month contract from the US for a client in the EU, be prepared to specify what currency you will be paid in.
The Takeaway: Businesses are people, too! Well, not really, but they sure do have people working there, and it’s important to remember that. Treating people like, well, people, can have an astounding effect on your B2B efforts.
What Have We Learned Today From These Consultants?
Search engine optimization is constantly evolving. What works today may not be as effective tomorrow. This is especially true in international SEO: what works in one country may not work in another.
So, before you head off to implement an international SEO strategy, please consider the following your new checklist:
- Do your homework on the country, culture, and dialects
- Contemplate if a ccTLD would be most beneficial or if going the subdomain route would be best for your company and campaign.
- Use your hreflang tags, but still have a native speaker make sure that the content (and your context!) is appealing and accurate – not jumbled or offensive.
- Build links! This leads to building relationships with trusted members of your international target market.
- Make sure to comply with local search engine protocol – Google does not reign supreme in all countries and failing to recognize that could come back to bite you.
- Just because you’re in B2B does not mean that customer service has left the building- adding a personal touch to communications with another business can be what seals the deal. Read up on the customs of business dealings in new territories, and comply to the best of your ability.
That is all for now, my digital darlings. Want to learn more about international SEO and international search engine marketing? Check out any one of these helpful resources written by our team below:
- How Online Marketing Helps Global Exporters Grow
- Our General Data Protection Regulation (GDPR) Compliance Checklist
- Australian AO Says SEO Horror Stories by Dodgy Practitioners Need Regulation
To get more information on this topic, contact us today for a free consultation or learn more about our status as a Google Premier Partner before you reach out.