INTERNATIONAL SEO GOOGLE

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Deal with your keywords on a case-by-case basis. Some keywords will be difficult to transcreate while others will not need to be touched. Some international industries like medicine or IT tend to use English terms even if English isn’t the country’s official language, so translating these keywords won’t make any sense.

When using the hreflang attribute, stick to these best practices:

Search engine optimization (SEO) is the process of optimizing a website and its content to ensure visibility in search engines like Google. International SEO is also about ensuring a strong search presence, but it aims to drive organic traffic from multiple countries (multiregional SEO) and/or languages (multilingual SEO).

Google and other search engines are engineered to match search results to the language and location of the user. International SEO works by letting search engines know that your site has content suitable for searchers based in a particular country—or users who are searching for products or services like yours in a specific language. International SEO involves using language targeting, hreflang tags, designated URL structures, and other localization signals to target content to your users around the world.

An international SEO approach that’s successful in one market may not necessarily work well for another due to differences in cultures and languages. That’s why strong international SEO strategies allow for adaptation for various regions or countries.

Avoid automatically redirecting a user to a different language based on location.

For example, you need to ensure that your target audience is able to make purchases in their national currency. You’re also expected to provide answers in their native tongue—and within their cultural context—to questions they might have at any point of the buyer journey.

If you’re about to take your company global, it’s time to optimize your website with international SEO. Here’s everything you need to know to get started.

International SEO ensures that search engines can easily identify which countries your company wants to target. It also shows search engines which languages you use to attract customers from different countries or speak different languages.

International SEO will enable you to establish your business in other countries. The enhanced global user experience will help establish your business as a global brand. This will result in more customers returning to your website, and last but not least, increase your profits.

No two international SEO approaches are the same. The approach depends on your business and target customers.

It might seem like the perfect solution, but automatically redirecting visitors and/or search engines based on IP addresses or browser settings is annoying for users. It can be confusing for search engines too. It can even mean that visitors and search engines never find certain content. Instead, let visitors and search engines know about an alternative version of a page by showing a banner at the top or bottom of the page with a message and a link to the suggested page.

All content that you put onto your designated country pages should be relevant for the local audience. For example, if you provide content that covers trends or news in the US, these topics might not be relevant for visitors located in Australia. If that’s the case, work to provide targeted content that is useful for the demographic who will land on the specific country pages. When it comes to creating localized content, it’s a good idea to check with someone based in the target country to create copy and design a landing page that best appeals to the target audience.

To avoid confusion, you should use a dedicated URL for each local content page. There are a few URL structures that webmasters can use to target particular countries. Here are the most common options:

Pushing your website and its content with international SEO will improve the visibility of your product or service in global markets. In other words, you can build a stronger customer base, and ultimately, get more conversions.

There are other ways which can tell search engines that your website is targeting a specific country, such as:

Use the hreflang attribute.

Did you know that 40% of global consumers won’t buy a product listed in a language other than their native tongue? This alone is a great reason to optimize your website for international visitors in markets you want to sell to. Follow this guide to learn how to build an international SEO strategy that will win over your global audiences.

If your company offers different products or services in different national markets, or operates under different brand names in different countries/languages, you will need to approach each country separately. You will need to have dedicated country websites, all with their own international SEO approaches.

If you need designated webpages for specific countries, having country code top-level domains (ccTLDs) may be the best solution. Domains like yourbrandname.es and yourbrandname.fr send signals to search engines that these sites should be served to users who are located in Spain and France.

Whether you have opted for dedicated websites that are customized for each country, or subfolders on a single domain, you will need to use the right language for each page. This will signal to Google and other search engines that your content is relevant for users in specific locations, which means your pages will rank higher.

You can implement the hreflang attribute by:

If you need to create dedicated websites for different countries, you will need to choose your domains wisely. Before selecting a domain for your brand, work with an agency experienced in the local market, as well as with native-speaking experts. You need to make sure that your chosen brand name and domain elicit the right brand associations and responses from local consumers.

Build an international SEO strategy using your market and competitor research. Find out where your current traffic is coming from by looking at Google Analytics. You may find that you already have a large audience in a specific national market. If so, you should start optimizing your website for this country first. Otherwise, you should use your company’s global strategy to define which international market or language to start with.

How does international SEO work?

Remember that for international SEO, just like traditional SEO, links have different values depending on the origin of the backlink. If your site gets a lot of backlinks from URLs ending with “.de,” it signals to Google that your site is relevant to audiences in Germany. Therefore, it can rank your page accordingly on those local SERPs. Local links will have the highest impact on search results so it’s worth investing time in building a strong link building strategy for each page.

Before launching your international SEO strategy, define which audiences may be interested in your product or service, and find out what’s important to them. You can do this by researching how these audiences typically find products or services and by doing some keyword research. Once you’ve done that, you’ll know which audiences to cater to and how.

Start thinking about employing a translation management system (TMS). Engineered to support translation management with smart automation, it will streamline your localization workflow end to end and integrate seamlessly with your existing tech stack.

To be successful in international SEO, you need to cater to the cultural differences in each language or country you want to provide content for. Put another way, it’s important to localize your content rather than just translate it.

For every keyword, you need to find out what exactly local users are searching for, and adapt your keywords to fit local search patterns. For example, Mothers’ Day in the US is on a completely different day to Mothers’ Day in the UK. This means that users in both countries will be looking for Mothers’ Day gifts in different months of the year.

If you offer the same products or services worldwide to different language audiences, then you should opt for a language-based segmentation approach. This involves optimizing content on your website so that it is the same in every language that is relevant for your business.

However, as ccTLDs are separate domains, this strategy is typically the most expensive and time-consuming. Each ccTLD domain needs its own digital PR, content marketing, and link building strategy. You also won’t be able to carry over any link acquisition efforts or domain authority acquired from off-site activity on other webpages.

Once you’ve transcreated or researched your keywords, you need to check how many people are searching for them. Use tools like Google Keyword Planner to find out their monthly search volumes in the relevant markets, and incorporate the best keywords into your international SEO strategy.

We live in a global world, so having a global SEO strategy is a great way to account for that and give your site a chance to connect with more visitors and get more traffic.

✔️ Optimize your URL slugs by translating them and adding your focus keyword in each language.

First, let’s talk about the research that goes into developing an international SEO strategy. You’ll want to:

What Is International SEO?

This is especially true of competitive international niches, which is why we recommended performing competitive research earlier in this post. For low competition niches, you might be able to get by with the strength of your domain and the quality of your localization and on-page SEO.

So—how can you choose which languages and locations to target in your global SEO strategy?

When most people think of SEO, they think exclusively of Google. And that’s for a good reason—Google is the dominant search player in most locations around the world. However, it’s not the only dominant player in all locations.

We live in a global world, so having an international SEO strategy is a great way to expose your website to new people and boost your traffic.

You should localize the title and description to optimize click-through rate (CTR) and to include keywords from your international keyword research.

If you’re still planning your multilingual site, check out our ultimate guide to creating a multilingual website. It will teach you everything that you need to know about the technical process. And if you’re using WordPress, you can use TranslatePress to make the process as simple as possible:

Your International SEO Checklist.

Sometimes the best way to boost your international SEO strategy is to go local in the locations that you’re targeting.

Or, if you have a physical presence in the country, you can add physical location information to the localized version of your site. This will signal to search engines that you’re active in that region.

We’ll touch on this in more depth later on, but if you’re using WordPress, TranslatePress offers a very simple way to create an SEO-friendly multilingual website using a visual editor like this:

✔️ Add the hreflang attribute to your content. Multilingual website tools like TranslatePress can do this automatically.

Step 10. Add Local SEO Signals.

If you’re using Google Analytics, you can check this by using the following reports – Audience → Geo → Location OR Language (both reports are useful):

Sometimes, this might be a literal translation of the URL slug in the original language. In other situations, you might want to use a completely different URL slug based on your international keyword research.

Now, we’re going to start pivoting into the more “on-page” aspects of your international SEO strategy.

You can perform global SEO competitor research just like you’d research competitors for a single-language site. If you’re not sure where to start, tools such as Ahrefs and SEMrush are very useful.

✔️ Analyze your potential in different locations to choose the optimal locales.

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