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 Engine 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.
SEO for Russia & Yandex
I’ve worked with a number of businesses in optimising for the Russian search engine, as well as worked with Yandex directly.
Yandex & Russia SEO Articles
SEO for Baidu & China
The largest search engine in China, Baidu demands a good user experience for it’s users, and has aggressive algorithms.
Baidu & China SEO Articles
- A field guide to Baidu SERP features and ranking signals
- Why Chinese web design is so different to the Western norm
- Lesson’s Baidu Baike can teach us about SEO in China
- Chinese keyword research: Differences between China, Taiwan & Hong Kong
SEO for Naver & South Korea
A different search engine entirely, with some SERPs not showing a single organic result. Optimising for Naver and South Korea is a lot different to optimising for Google and Bing. For more information, please read my in-depth Naver SEO guide, or contact me.
Naver & South Korea SEO Articles
SEO for Japan
The Japanese online market has a number of differences to other countries, and user behaviours also differ.
Japanese SEO Articles
Getting International SEO Right
Working with a French travel agency based in Gentilly, France, specialising in cycling tours and turnkey trips.
With a primary audience in France, the website was also available in English and German, they were struggling to gain traction in either Google UK or Google DE, despite great content and on-page optimisation and active link building on relevant travel sites.
Working with their development agency, based in Paris, we were able to implement Href lang tags correctly across the full website. The results within the UK market were almost instantaneous:
The websites /en/ subfolder began to rank in the top 100 overnight for key commercial phrases, and as Google processed further, both rankings and traffic increased.
The impact of implementing the correct international setup were almost instantaneous, as you can see from the graph blow. We implemented the changes (through the client’s third party development agency) in March of 2016, and rankings within Google.co.uk went from being nowhere near the top 100, to in the top 100 within 48 hours, as Google was now able to understand the structure of the website – with French being the base language and English, Dutch and German alternate versions.
This company has since grown from 2 people (the founders), to employing 7.
Are you interested in improving the performance of your website in international search? Talk to me today about how we can make that happen.