Clear, owned outputs.
- An international structure recommendation
- Hreflang map and implementation checks
- Keyword research for each priority market
- Localization briefs for key pages
- Reporting views by market
Expanding into new countries isn't just a translation job. People in each market search with different words, expect different information and use different search engines. International SEO sets up your site so the right version reaches the right audience, and makes sure each version is worth finding.
The problems International SEO solves.
Domain strategy, hreflang, localized research and content for each country and language.
The wrong language or country version appears in search results.
Pages are translated word for word and miss the terms local customers use.
Duplicate content across country versions confuses search engines.
There's no clear decision on domains, subfolders or subdomains for new markets.
What International SEO covers.
Market prioritization
Search demand and competition by country to guide where to expand.
Site structure
Choosing between country domains, subfolders and subdomains.
Hreflang implementation
Correct language and region annotations across all versions.
Localized keyword research
Native-language research rather than translated keyword lists.
Content localization
Adapting content, examples and offers to each market.
Market reporting
Visibility and conversions tracked by country and language.
Choosing a structure for international sites.
The first decision is how countries and languages are separated in the URL. It's expensive to change later, so it's worth getting right before translation starts.
Whichever you choose, hreflang annotations tell search engines which version to show to which audience.
| Structure | Best when | Trade-off |
|---|---|---|
| Country domains (example.de) | You have separate teams, legal entities or pricing per market. | Each domain builds authority from scratch; more to maintain. |
| Subdirectories (/de/) | One team runs the site and markets share most content. | Weakest geographic signal on its own; relies on hreflang and local content. |
| Subdomains (de.example.com) | Markets run on different platforms or vendors. | Often treated almost like separate sites; authority is shared less. |
| One language, many countries | English content serving the US, UK and Ireland, for example. | Needs hreflang by region and local spelling, pricing and contact details to avoid cannibalisation. |
Why it's worth it.
The right page for each searcher
Visitors land on their language and country version.
Faster market entry
A clear structure avoids costly rework later.
Relevant content
Local language and examples improve both ranking and conversion.
When International SEO is the right move.
- A company launching its website in a second country.
- A multilingual site with hreflang errors or cannibalization.
- An e-commerce brand selling across several regions.
Technologies & platforms
- Google Search Console
- Semrush
- Ahrefs
- Screaming Frog
- Hreflang validators
- Google Analytics 4
- Bing Webmaster Tools
How International SEO work runs.
- 01
Audit
Crawl, index, content and competitor review to establish where you stand.
- 02
Prioritize
Findings ranked by expected impact and effort, agreed with you.
- 03
Fix and build
Technical fixes, page improvements and new content delivered in sprints.
- 04
Measure
Rankings, organic traffic and conversions tracked against the baseline.
- 05
Iterate
Monthly review of results and search changes, and the next set of priorities.
International SEO questions.
Should we use a domain per country or subfolders?
Both can work. Subfolders consolidate authority and are simpler to maintain; country domains send a strong local signal but need more investment. We recommend based on your markets, resources and plans.
Is machine translation good enough?
It can be a starting point, but pages that need to rank and convert should be reviewed and adapted by fluent speakers, using locally researched keywords.
Which search engines do you cover?
Google in most markets, with attention to Bing and to regional engines where they hold meaningful share in a target market.
Talk to us about international seo.
Send us your current international seo plan, or the problem you want it to fix. We'll reply with what we would do first and why.