Navigating the complexities of international SEO can be a daunting task, but by methodically following a 9-point checklist, you can enhance your global online presence and drive significant growth. First, it’s important to align your SEO strategy with your company’s specific growth model and prioritize target markets using key metrics. Then, structuring your URLs correctly and implementing hreflang tags without errors ensures that search engines accurately understand and rank your content. Finally, translating and localizing top-performing content incrementally not only maximizes your resources but also solidifies your credibility in new markets. By adhering to these steps, you’ll be well-equipped to achieve international SEO success in 2024.
International SEO For Success: 9-Point Checklist
International SEO For 2024: 9-Point Checklist For Success
Hey there, ever wondered what it takes to rank your website internationally? It’s one thing to do well in your home country, but expanding your reach worldwide requires a different set of strategies. Let’s dive into a 9-point checklist that will help you navigate the complex world of international SEO and achieve success in 2024.
Part I: Be Commercially Aware
1. Understand Why Your Company Is Going International
First thing’s first: Why are you expanding your business globally? Companies usually go international for growth opportunities, market penetration, or to tap into new markets.
- Growth: Maybe your domestic market is saturated, and you see global markets as ripe for expansion.
- Market Penetration: Perhaps you want to reach a larger audience and increase brand visibility.
- New Markets: Exploring uncharted territories can help increase revenue streams.
Different types of companies—be it public, VC-owned, or startups—have unique goals. For example, a public company might aim to maximize shareholder value, while a startup might seek to prove market fit. Your SEO strategy should align with your company’s overall growth model. Knowing your company’s goals will help you tailor your SEO efforts effectively.
2. Stack Rank Your Target Markets To Prioritize Your Investment
So you’ve decided to go global; now what? Prioritizing which markets to target first is crucial. Use metrics like average order value, market size, and the investment required for different markets to make informed decisions.
Typical prioritization looks something like this:
| Rank | Region |
|---|---|
| 1 | English-speaking countries |
| 2 | Large European economies |
| 3 | Latin America (LatAm) |
| 4 | Specific focus regions (Nordic, Brazilian, or Asian markets) |
Prioritizing markets will help you allocate resources efficiently and maximize returns on your SEO efforts.
Part II: Know Your Tech
3. Define Your International URL Structure
Your URL structure plays a significant role in your international SEO strategy. Here are some options:
- ccTLD (Country Code Top-Level Domain): For example, .es for Spain. This shows strong localization which can boost user trust, but it could dilute your domain authority.
- gTLD (Generic Top-Level Domain) with Subdirectories: For example, website.com/en. This structure aggregates authority, making it recognizable, though it might look less personalized.
- gTLD with Subdomains: For example, us.website.com. It clearly indicates intent but is treated as a separate entity by Google, which can dilute link equity.
- gTLD with Parameters: For example, website.com/?lang=en. This is generally not recommended due to SEO challenges.
Choosing the right URL structure is critical for enhancing user experience and boosting your international SEO efforts.
4. Understand Your Hreflang Setup
Hreflang tags are vital for indicating language and regional targeting on your site. Think of them as canonical tags but for different languages and regions.
Make sure your hreflang implementation aligns with ISO standards and is compatible with your CMS setup. This will help Google serve the correct language or regional version of your page to the right audience.
5. Implement Hreflang Without Errors
Implementing hreflang tags can be a bit tricky, but doing it right is crucial for your international SEO success. There are three methods to insert these tags:
- Sitemap: Adding hreflang information to your XML sitemap.
- HTTP Header: Useful for non-HTML files.
- HTML Head: Putting the tag within the
of your HTML.
Follow these best practices:
- Use full URLs in hreflang tags.
- Stick to ISO standard codes.
- Ensure reciprocal tags (i.e., each page should have a hreflang tag pointing to itself).
- Regularly audit your tags to catch and fix errors.
Part III: Invest In Content Incrementally
6. Translate Your Top-performing Content Topics
Alright, so now you’re set on the technical front. But let’s not forget content. Start by translating content that shows high conversion potential based on data from your core market.
Here’s a step-by-step approach:
- Cluster Content by Topic: Group your content by themes or topics.
- Measure Performance by Topic: Identify which topics perform well in terms of traffic, conversions, and engagement.
- Prioritize High-Converting Topics for Translation: Focus on translating these high-impact topics to keep your content strategy efficient and effective.
By translating proven content, you’ll likely see quicker and better returns on your investment.
7. Localize Your English Content
Translating isn’t the end-all-be-all of international SEO. Localization is just as important. Start by localizing your key pages and high-impact content topics. This doesn’t mean just translating text but adapting content to meet the cultural and regional preferences of your target markets.
Building topical authority in a new market can help you rank future content more easily. For instance, using local idioms, references, and adapting offers or calls-to-action to suit regional tastes can make a big difference.
Wrapping Up
Navigating the multifaceted world of international SEO can be challenging. However, by following this 9-point checklist, you’ll be well-equipped to expand your digital presence on a global scale. Tailoring your strategy to align with your company’s goals, prioritizing markets based on solid metrics, getting your technology right, and investing thoughtfully in content will set you up for international success in 2024.
Remember, a well-rounded international SEO strategy isn’t just about reaching more people—it’s about reaching the right people in the right way. Good luck, and here’s to your global success! 🎉
