International SEO | Custom Global Promotion Solutions by Alt

International SEO Guide

In today's digital marketing world, international SEO is one of the most important tools for companies looking to grow in international markets. Competition in global markets is immense, requiring a deep understanding of different search engines, languages, cultures, and of course, user behavior in each country. While in Israel, the dominant search engine is Google in Hebrew, other markets require unique approaches and tailored strategies for search engines like Bing, Yahoo, Yandex, and Baidu. In this article, we'll cover everything you need to know to succeed in international SEO and offer practical insights to improve your digital presence on the global stage.

Alt is an international digital agency with over a decade of experience in SEO and digital marketing, based in London and Tel Aviv. The company specializes in international SEO and provides customized solutions for startup companies, e-commerce sites, and various businesses. With a team of experienced digital professionals and local and international experts, Alt provides its clients with comprehensive services to improve their digital presence, emphasizing tangible results and transparent, goal-oriented work processes.

What is International SEO?

International SEO is not just a process of translating a website and ranking it on search engines in different languages. It's a complex strategy that requires deep adaptation to the local market needs in each country. Unlike local SEO, where you mainly compete with businesses in a limited geographical area, international promotion involves working with a wide range of competitors from around the world, each with technological capabilities, resources, and high advertising budgets.

To succeed in global SEO, you need to understand that each country operates under unique conditions. For example, in the U.S. market, competition is based not only on keywords but also on external links from authoritative sites, website speed, and user experience (UX). In contrast, in the Chinese market, where Baidu is the central engine, there are completely different criteria, including compliance with government laws and regulations, mobile optimization, and use of content adapted to the local culture.

Additionally, the hosting server and domain are other crucial factors in international SEO. To ensure that a site loads quickly and achieves high rankings, it's important to choose servers located close to the target geographic audience. For example, if you're promoting a site in London, the hosting should be in the UK, as well as the domain (with a .co.uk extension). Using local extensions increases credibility and ensures better ranking in local search engines.

Another significant difference is the use of VPN to check correct search results. While in Israel, you can easily see search results, in international markets, each country has a different version of Google or another search engine, displaying results tailored to a specific region.

Global Keyword Research

Keyword research is the cornerstone of any successful SEO strategy, but when it comes to international SEO, this process becomes much more complex and challenging. Global keyword research requires not just a deep understanding of the language, but also of the culture, customs, and unique search preferences of each market. This is a task that demands meticulousness, cultural sensitivity, and the use of advanced tools to ensure that your strategy will be effective in each target market.

Unlike local keyword research, where we focus on one language and a relatively homogeneous target audience, global research requires us to consider a wide range of factors. First, we need to understand that even within the same language, there can be significant differences between different countries. For example, the English spoken in the United States differs from that in Britain or Australia, not just in accent but also in vocabulary, expressions, and slang. A keyword that works well in the American market might be less effective or even irrelevant in the British market.

Moreover, when we move to completely different languages, such as Spanish, French, German, or Chinese, the challenge grows significantly. Each language brings with it a whole world of culture, history, and customs that influence how users search. For instance, in Spanish, the word "Correr" which basically means "to run", can take on completely different meanings in different Spanish-speaking countries. In Argentina, it might be interpreted as "to leave quickly", while in Mexico it can refer to "firing someone". Inaccurate use of such keywords could not only harm the effectiveness of the promotion but also cause reputational damage to the brand.

To tackle these challenges, it's essential to use advanced tools and meticulous working methods:

Global research tools
Using tools like Google Keyword Planner, SEMrush, or Ahrefs is crucial. These tools allow us to research keywords in different languages and get data on search volumes and competition levels in specific markets. It's important to set the exact geographic location in these tools to get results relevant to the target market.
Research in local search engines
In certain markets, Google is not the dominant search engine. For example, in Russia, you should conduct research on Yandex, and in China on Baidu. Using these search engines will provide more accurate insights into local users' search behavior.
Collaboration with local experts
There's no substitute for authentic local knowledge. Collaborating with native speakers of the target language and local marketing experts can provide valuable insights into cultural nuances, local expressions, and current search trends.
Competitor analysis
Examining the strategies of leading local competitors can provide valuable information on effective keywords and common search patterns in the target market.
Cultural context check
It's important not just to translate keywords, but also to check their cultural context. A word that sounds innocent in one language might have negative connotations in another.
Tracking seasonal trends
Search trends can change dramatically between seasons and different periods of the year, especially when it comes to cultural events or local holidays. Understanding these trends can help in planning a more accurate content and advertising strategy.

Technical Optimization for International SEO

The technical optimization of a website is one of the most important cornerstones in international SEO. While quality content and keyword research are critical, they cannot reach their full potential without a strong and adapted technical infrastructure. In global markets, technical challenges are amplified, requiring meticulous attention to several critical factors that will ensure the success of the website in the international arena.

Loading Speed and Local Hosting
Website loading speed is a significant factor that affects organic rankings. It's important to choose servers located near the target country to improve loading times and ensure users receive a fast and smooth browsing experience. CDN (Content Delivery Network) services are another way to accelerate loading times by distributing your content across servers worldwide, so the user receives the site from a server close to them.
Localized Domain Extensions
Using local domain extensions conveys credibility to both search engines and local users. For example, if you're operating in Britain, using the .co.uk extension signals that you're directly targeting the British audience. In other countries, like Spain, it's advisable to use extensions like .es to increase visibility in the local market.
Hreflang Tags
When operating a website in different languages and regions, it's crucial to use Hreflang tags that allow search engines to identify the appropriate language and region for each page. These tags help avoid duplicate content issues and ensure that the user is directed to the correct version of the site based on their location and language.
Mobile-First Indexing
Google focuses on promoting websites that are fully optimized for mobile. In international markets, where users tend to browse via mobile devices, it's important to ensure that your site is fully mobile-optimized. This includes fast loading times, responsive design, and full accessibility from any device.
Location Testing with VPN
To ensure that your site is ranking correctly in different markets, it's recommended to use a VPN to simulate searches from various countries. Each country displays different results in Google according to its algorithms, and using a VPN allows you to see the correct rankings and not just those displayed in your country.

Language and Culture-Adapted Content

Everyone already knows that in the modern digital marketing world, quality content is king - but content that isn't adapted to the target audience is like a king without a kingdom. When operating in international markets, the ability to create content that not only speaks the right language but also resonates with the local culture and mentality is critical for success. This is an art that combines deep linguistic understanding, cultural sensitivity, and the ability to tell a story that touches the heart of the local audience.

Translation vs. Localization
Simple translation is not enough in global marketing. There's a need for full content localization - that is, adapting the content in such a way that it's not only properly translated but also reflects the dialects, slangs, and cultural contexts relevant to each market.
Differences Within the Same Language
Even when dealing with the same language, such as English, there are significant differences between countries. For example, common expressions in the US are not always identical to those in Britain or Australia. It's important to ensure that your content is adapted to the specific region you're targeting.
Adapting Expressions and Keywords
Each market has popular expressions and terms that differ from language to language and even from region to region. If, for example, you're promoting a website in Spanish, you'll need to adapt the correct terms for the area where the site operates (Spain versus Mexico), to avoid linguistic errors that could damage credibility.
Cultural Differences
In every country, there are cultural differences that you need to understand and respect. You should examine which expressions and images will be relevant to each target audience, and avoid using content that might offend or be perceived negatively. A deep understanding of the local culture will help you improve user engagement and increase your credibility among the audience.
Content Quality
Even when you're translating or localizing content, it's important to maintain high quality. Rich and detailed content will encourage visitors to stay on your site, improve conversion rates, and cause search engines to view your site as a valuable source of information.

In conclusion, creating language and culture-adapted content is an art that combines research, sensitivity, and creativity. It's an ongoing process of learning and adaptation, but the result - a genuine and deep connection with global audiences - is worth the effort. In today's global digital world, the ability to create content that truly speaks to the heart and mind of the local audience is not just a competitive advantage, but a strategic necessity.

The Importance of External Links in International SEO

External links (Backlinks) are one of the cornerstones of organic SEO and a critical factor in determining a website's ranking in search engines. When it comes to international SEO, building a high-quality backlink profile becomes a complex and multifaceted task. In the global market, the main challenge is ensuring that the links pointing to your website come from reputable and relevant sources for your target market.

Links from Local Sources
To enhance the credibility of your website in the eyes of local search engines, it is essential to acquire backlinks from authoritative local websites in the field you operate in. For example, if you are promoting a website in France, a link from a trusted French website will be considered much more relevant than a link from an international website or one that is not directly related to your market.
Authority of the Links
Similar to the local market, in the global market, you need to focus on obtaining links from highly authoritative websites. Sites that are considered high-quality in different countries, such as major news outlets, educational institutions, or industry-specific websites, will help improve your website’s ranking in Google and other search engines.
Links from Multilingual Websites
Websites that operate in different languages or in multiple countries can provide backlinks that give you an advantage in promoting your site internationally. For example, professional blogs or news websites offering content
Matching Links with Domain Extensions
The links you acquire should also match your website's domain extension. If you have a website with a local extension, such as .co.uk or .fr, it is advisable to obtain links from sites with the same extension to improve your ranking in local search engines.
Managing Links and Smart Link Exchanges
In international markets, managing your backlink profile is of utmost importance. Building quality links requires time and professional relationships with website owners and key figures in the field. Proper management of external links will enhance your website's authority and increase your chances of appearing at the top of search results in the international market.

Adaptations for Global Search Engines

While Google dominates the global search engine market, there are other important search engines to consider when promoting websites in international markets. Search engines such as Bing, Yahoo, Baidu in China, and Yandex in Russia play significant roles in certain regions, requiring unique optimizations.

Bing and Yahoo
In the U.S. and European markets, these engines still generate substantial user traffic. It is important to optimize your website according to their rules, such as utilizing metadata and structured data tailored specifically for these platforms.
Yandex
If you are targeting the Russian market, it is crucial to know that Yandex is not only the dominant search engine in Russia but also used by many Russian-speaking people worldwide. Yandex's algorithm prioritizes different elements than Google, such as server location and local content quality.
Baidu
In China, Baidu is the main search engine, requiring specific technical adjustments like compliance with strict regulatory laws and content optimized for mobile devices. Optimization for Baidu includes using simple language, avoiding restricted content by the country's regulations, and enhancing website speed, especially for mobile users.
Niche Search Engines
In places like Japan and Korea, additional niche search engines exist. Conducting thorough research to understand which search engine suits each target market is crucial. This involves analyzing local keywords and optimizing content according to local search preferences.
Technical Optimization per Search Engine
Each search engine focuses on different parameters, making it essential to understand how to tailor your website for each one. This includes improving mobile user experience, reducing loading times, and optimizing keywords and unique tags specific to each engine.

Targeted Marketing in Different Geographic Regions

When it comes to international SEO, it’s essential to create a strategy tailored to different target regions. Each market brings unique characteristics that require adjustments in marketing and promotional strategies.

Local Promotion by Country
Every country has a distinct business culture, language, and marketing preferences. For example, in the U.S., marketing efforts may emphasize innovation and technological solutions, whereas in Europe, particularly in countries like Germany or France, trust and reputation are key.
Adapting Content to Local Customers
Beyond language, it’s important to tailor messages to align with the values and behavior patterns of the local audience. In the U.S., for instance, a more direct and aggressive approach may work well, while in some European countries, a more subtle and slow-paced approach may be more effective.
Geo-Targeted Paid Advertising
Different advertising platforms allow for targeting by country, city, or even neighborhood. Focusing on geo-targeted advertising can yield better results by increasing exposure to relevant audiences only.
Measuring Success by Region
It is crucial to assess the success of campaigns by geographic location and adjust strategies accordingly. Each country responds differently to digital campaigns, and a detailed analysis of traffic and conversion data will allow you to fine-tune your approach for maximum success.
Utilizing Local Infrastructure
Global SEO strategies must account for local infrastructure such as servers, internet services, and regulatory conditions. Proper planning and tailoring the website to a specific region in terms of speed and security can significantly improve its ranking in that market.

Ongoing Monitoring and Reporting in International SEO

Success in international SEO requires continuous monitoring of website performance and accurate reporting on campaign results. Working in different markets necessitates tracking various metrics, and to ensure that your strategies are effective, regular monitoring of your site's progress in each target market is essential.

Using Advanced Analytics Tools
To monitor website performance on international search engines, you need to utilize advanced tools like Google Analytics, SEMrush, Ahrefs, and local search engines such as Yandex Metrica or Baidu Analytics. These tools enable you to track user traffic, search engine rankings, load times, and conversion rates in each country where your site is being promoted.
Tailored Reports for Each Market
Reports should include detailed data customized for each market, such as rankings on local Google, user traffic from different countries, and conversion rates by region. Focus on the top-performing local keywords and phrases, and identify areas for improvement.
Identifying Local Challenges
Ongoing monitoring allows you to pinpoint which markets require special attention. One market may yield excellent results, while another may lag due to factors like high competition or the need for technical adjustments.
Real-Time Strategy Adjustments
The data derived from monitoring reports enables you to make real-time adjustments. For example, if certain keywords are underperforming in a specific market, you can shift your focus to alternative phrases or invest more in targeted paid promotion.
Transparency with Clients
Regular reports are not just an internal tool but also a way to maintain transparency with clients. In international SEO, clients expect to see clear results and data that explain progress in various target markets.

International SEO requires a comprehensive strategy tailored to each target market. From keyword research adapted to culture and language, to technical optimization by region, to creating local, high-quality content—every stage of the promotion process must consider the unique needs and characteristics of the global market. Combining relevant external links from local sites and continuously monitoring the site's performance in each country will ensure optimal results. At Alt, we offer a personalized service designed to lead your website to global success, with a focus on professionalism, proven results, and transparency.

FAQ about Internation SEO

What is the difference between local and international SEO?
International SEO focuses on multiple markets and requires adaptation to different languages, cultures, and search engines. While local SEO targets a single geographic area, global SEO demands a tailored approach for each target market.
Why is global keyword research important?
Global keyword research involves adapting phrases for each country and language. Phrases that are used in one language may vary across regions, so in-depth research is necessary to identify effective keywords in each market.
Why is it important to use Hreflang tags in international SEO?
Hreflang tags allow search engines to identify the language and geographic region for each page on your site, preventing duplicate content. This ensures that users see the most relevant version of the site based on their location and language.
How do external links impact global SEO?
External links from authoritative local sources in the target market improve a site's ranking in local search engines and enhance its credibility and visibility in the international market.
Should a website be optimized for search engines other than Google?
Yes, each country has its own local search engines, such as Yandex in Russia and Baidu in China. Optimizing your site for these engines helps improve its visibility and performance in relevant markets.
How can you track international SEO performance?
Tracking is done through advanced analytics tools such as Google Analytics, alongside local tools like Yandex Metrica or Baidu Analytics. You should monitor traffic, conversions, and rankings by country and region.