I’ve worked with high street brands and major Silicon Valley tech firms in helping them grow their digital footprint and expand into new countries.
When you’re an international business, and your product/service is available to all, you need a website that is optimised and localised for different languages, markets, and expectations.
Part of this is making sure that Google, and other search engines, are able to deliver the right localised version of your website to each market (such as the Spanish version to Spanish speaking users). This is achieved through correct technical strategy and implementations, from which great content can perform and convert.
International SEO is more than just spinning up content in different languages and implementing href lang tags correctly. It’s about understanding how people search in the different countries and the organic competition.
International Search Optimisation
It’s also important to understand that there are differences between the how Google works in different countries, as Google.co.uk will rank sites differently to Google.fr and Google.de. For the most part with correct href lang tags
This is why it is important to conduct keyword research independently for each country, understanding how to optimise each version of the site to best suit its target audience, and understanding how your target audience searches and what they expect of a webpage and their online experience.
I’ve worked with a number of businesses in optimising for the Russian search engine, as well as worked with Yandex directly.
The largest search engine in China, Baidu demands a good user experience for it’s users, and has aggressive algorithms.
A different search engine entirely, with some SERPs not showing a single organic result. Optimising for Naver and South Korea takes more than traditional SEO.