Is your company making the most of the opportunities in the Polish market, and are you ready to find a new destination to expand your business overseas? Do you already know which country you want to target next?
If your answer to either of these questions is yes, then you’ve come to the right place. Here, you’ll learn why international SEO is an essential part of a company’s strategy when entering a new market.
Here are the best practices of international SEO that we follow in our campaigns.
What is international SEO?
International SEO is a complex process of optimising a website to increase its visibility in search results for different markets and languages. It is also a multi-faceted strategy that includes:
- Searching for relevant keywords to target in a particular market.
- Translation of content and localisation, i.e., adapting it to the cultural and regionally specific preferences of users.
- Choosing the right URL structure.
- Acquiring valuable backlinks from high authority local sites.
- Building brand recognition locally with Digital PR.
- Technical SEO optimisation, implementing best practices, and keeping up with trends and algorithm changes.
Developing an SEO Strategy for a New Market
At NoN Agency, we use the PDCA (Plan, Do, Check, Act) approach. It is based on continuous improvement of the SEO process.
To better illustrate this, let me give an example.
Stage 1. Plan
Problem: The website isn’t generating the expected amount of organic traffic from search results.
Goal: Increase organic traffic to the website by 30% in three months.
Action plan:
- Conducting an SEO audit of the website.
- Identifying keywords worth targeting.
- Optimising the content on the website.
- Improving technical aspects of SEO, such as page speed, link accuracy, sitemap, etc.
- Selecting a URL structure and implementing the hreflang tag.
- Building backlinks from credible sources.
Stage 2. Do
Actions:
- Conducting an SEO audit using tools such as Google Search Console, SEMrush, and Ahrefs.
- Updating on-page content to include identified keywords.
- Optimising meta descriptions, title tags, and headings.
- Improving page loading and responsiveness.
- Building backlinks by publishing guest posts and working with local publishers.
Stage 3. Check
Actions:
- Monitoring changes in organic traffic using Google Analytics and Google Search Console.
- Analysing keyword positions using tools such as SEMrush and Ahrefs.
- Gathering data on page speed and other technical elements using Google PageSpeed Insights.
- Analysis of user engagement metrics (e.g. time on page, rejection rate).
Evaluation:
- Comparison of results before and after implementation of actions.
- Evaluation of whether organic traffic has increased by 30% and whether there are still areas for improvement.
Stage 4. Act
If we have achieved the objectives:
- We continue to optimise the site according to the strategy developed beforehand.
- We refine the strategy with new actions that will boost organic traffic.
If we have not achieved the objectives:
- We identify issues and weaknesses (e.g., competitive keywords, low-quality backlinks, page loading problems).
- We implement additional actions (e.g., adjusting keyword strategy, increasing link building efforts, solving technical issues in the site code).
- We repeat the PDCA cycle with new objectives and actions.
Conducting Keyword Research
Keyword research aims to identify, analyse and select keywords in different languages and regions. It is performed using tools such as Google Keyword Planner, Ahrefs, and SEMrush.
Through keyword research, you will get to know the phrases that are most searched for by users in the market. To do this, pay attention to:
- Search intent
- Search volume
- Keyword difficulty
Search Intent
Search intent determines with what intention a user enters a keyword or phrase into a search engine.
There are 4 categories of intent:
- Informational — the user is looking for an answer to a question.
- Navigational — the user is looking for a specific page (e.g. login page, price list) or location.
- Commercial — the user is researching brands, products, or services before making a purchase.
- Transactional — the user wants to buy a product or use a service.
What does this look like in practice?
Let’s take a look at a keyword for the UK: garden furniture and the analysis by SEMrush.
If a user types this particular phrase into a search engine, their intention, in this case, is transactional (T), as the screenshot below presents. It is, therefore, worth providing them with content that not as much prepares them to make a purchase but efficiently guides them to the checkout.
E-commerce that offers rattan garden furniture must take into account that users type in the phrase rattan garden furniture with commercial intent. This means that it will be important for them to obtain information that can help them better understand the offer rather than sales-type content.
Keyword Popularity and Difficulty
Any good SEO tool will provide data on search volume and keyword difficulty.
Search Volume
The search volume indicator tells you how often users search for a keyword over a specific time period.
Keyword Difficulty
Keyword Difficulty (KD) is an assessment of how difficult it will be to achieve a high position in search results for a given keyword. Among other things, difficulty depends on the number of competing pages and their authority, backlinks, and content on competing pages for a given keyword, including titles, headings, meta descriptions, and URL structure.
The lower the KD, the easier it is to achieve higher rankings for a given keyword.
Below is an example from SEMrush, where a KD of 48 means you will need well-structured and unique content.
When conducting keyword research, it is worth paying attention to cultural nuances and regional dialects.
In some cases, translating keywords to conquer a new foreign market may not be necessary. Many keywords related to the IT industry or the health sector are used in English, even in non-English-speaking countries.
Delivering Excellent User Experience Through Localisation
Most consumers choose products described in their native language. Therefore, automatic translation may not be enough to convince them to make a purchase.
A preference for local manufacturers and retailers compounds this. A foreign company that does not translate content into the local language is unlikely to inspire confidence in people whose first instinct is to turn to domestic brands.
Nevertheless, even a translation done by a professional is still not enough. Content needs to take into account the cultural context.
What works for consumers in the United States may be ineffective or even unacceptable in another country.
Clotaire Rapaille, in his book Cultural Codes, wrote about the brand L’Oréal, which had to produce two different campaigns: one for the UK market and a completely different one for the US market.
The codes of American culture would not work in France. The brand decided not to use messages that might be perceived negatively in that country. On the other hand, a message that worked well in France could be associated with manipulation or make consumers uncomfortable in the US.
This is where content localisation comes to the rescue, where translators take into account:
- regional variations of the language
- culture and local traditions
- shopping habits
- religion and festive periods
- regulations and legal requirements
Localisation goes beyond mere translation. It involves the adaptation of every element of the website that is responsible for the user experience. It is important to establish a country-appropriate date and address format at the website design stage, and to include appropriate units of measurement and currency.
It’s best to outsource content creation to a native speaker who knows the market very well and can ensure an excellent user experience.
The culture, values, and customs of the target market cannot be overlooked when designing an SEO strategy. If you don’t tailor your content to local requirements, investing in SEO could be ineffective.
Imagine you are looking for high-quality white goods manufactured with the latest technology that are energy-efficient and match your home design. You click on one of the first Google results, and the appliances you see meet your expectations.
However, their descriptions do not inspire confidence. You don’t see any certificates that corroborate the quality and energy class of these products. What now? Will you decide to make a purchase?
I pay attention to this because there are markets where this information is very important, such as in Germany.
That’s why, at NoN Agency, we use the support of a local expert who knows the market and what kind of communication the audience expects.
Using Hreflang Tags for Targeting a Specific Language
The hreflang tag helps the search engine understand the relationship between the different language versions of a website. This means that thanks to hreflang, the search engine can index the different versions of the site more precisely.
The tag indicates which version of a website should be displayed to users based on their language and location. It is essential if you want to avoid duplicate content problems and provide a better experience for users.
The hreflang tag can be placed in the <head> section of the HTML code, in the HTTP headers, and in the sitemap (sitemap.xml).
Here’s an example of using the <head> section of the website code for this purpose.
The website has two versions:
- Polish version https://strona.com/pl/
- UK version https://strona.com/gb/
Explanation:
- The first line of code: version intended for Polish-speaking users.
- The second line of code: a version of the page intended for users who speak English in the UK.
- The third line of code: a version of the page that can be displayed to users who do not match any specific language version.
Choosing a URL Structure for International Websites
A clear, descriptive URL address is crucial for both search engine optimisation and user experience.
There are several ways to create a URL structure for international pages. You can do it using:
- subdomains
- subdirectories
- country code top-level domains (ccTLDs)
How do you choose a suitable URL structure? This depends on factors such as your business objectives, technical resources, and target market requirements.
Here are some guidelines that may help you make a decision.
ccTLD
A ccTLD (country code Top-Level Domain) is the top-level domain in a country.
Each ccTLD code consists of two letters and is assigned to a specific location according to ISO 3166 standards.
It is a solution for companies that want to clearly indicate to users and search engines that their website targets a specific market.
Here are some examples of ccTLDs:
- Germany: example.de
- United Kingdom: example.co.uk
- Australia: example.au
- China: example.cn
Amazon ccTLD examples:
- UK: www.amazon.co.uk
- Germany: www.amazon.de
- Japan: www.amazon.co.jp
Other top-level domain categories are:
- gTLD (generic Top Level Domain) — generic domains such as .com, .org, .net.
- sTLD (sponsored Top Level Domain) — sponsored domains that are managed by organisations, such as .aero, .gov, .bank.
Subdomains
A subdomain is a part of the main domain, its extension. This means that a website is hosted in the main domain, and language versions are placed in subdomains.
Which sites can benefit most from implementing subdomains?
Subdomains are a great solution for websites that require separate management of different sections due to content topics, offer a variety of products/services, or operate in different markets.
Examples of sites that use subdomains:
- Microsoft subdomain serving as a support portal: support.microsoft.com
- Google subdomain with a shop: store.google.com
- Spotify subdomain for ad management: ads.spotify.com
- Shopify help centre: help.shopify.com
Subdirectories
Subdirectories in the URL structure are different versions of a page or sections of a site placed in different folders under the main domain.
Each subdirectory is an integral part of the main site, allowing domain authority and backlinks to be shared between all subsites within a single domain.
Examples of sites that use subdirectories:
IKEA
- Homepage: https://www.ikea.com
- USA: https://www.ikea.com/us/en/
- Poland: https://www.ikea.com/pl/pl/
Samsung
- Homepage: https://www.samsung.com
- Poland: https://www.samsung.com/pl/
- Germany: https://www.samsung.com/de/
The before after of a blog previously in a subdomain (dotted) and now in subdirectory (solid)
— Aleyda Solis ️ (@aleyda) July 15, 2022
Despite tech challenges due to which both had to coexist for a bit still a few redirects going through hops w/ 302s (in the backlog to solve), there’s already clear growth pic.twitter.com/hwSCXU7Er2
Analysing and Modifying Your SEO Strategy
Every SEO strategy should involve some degree of flexibility.
Thanks to analytical tools and reports, we can monitor the performance of SEO activities and improve in areas that can be better managed.
In the reports (depending on the tool), you can see:
- organic traffic and paid traffic by location
- organic keywords
- backlinks
- Domain Rating based on the quality of the backlinks
- keywords by intent
- main organic competitors
It is also worth analysing data that will help you gain more insight into user behaviour and better understand them, including:
- demographics
- activity on the site
- engagement
- traffic sources
- devices
International SEO Tools To Support Your Growth
Google Search Console
A tool for monitoring a website’s online presence. It is used to measure traffic and shows what pages are linking to your site.
Google Analytics 4
It monitors international traffic to the site and provides data that you can use to analyse user behaviour from different countries.
SEMrush
A useful tool for keyword research, SEO audits, competitive analysis, and tracking visibility rankings in different countries.
Ahrefs
A tool for SEO audits, backlink analysis, keyword research, and monitoring rankings in different locations.
Screaming Frog
A tool for indexing a site in search engines and analysing the results. For example, it can assist you in finding broken links and other errors.
Google Keywords Planner
A tool for searching and analysing keywords in various languages and markets.
PageSpeed Insights
Another tool from Google that analyses the performance of websites, evaluating their speed and optimisation across all devices.
Neuron
A tool for planning and creating competitive content with phrase suggestions based on NLP (Natural Language Processing).
Summary
Pursuing good SEO results in a new country may seem complicated. However, if your strategy takes into account the company’s strengths, weaknesses, opportunities, and threats, international success is possible.
SEO combines both technical aspects (such as adding the hreflang tag to the page code) and researching the target audience or new market.
I hope the tips I shared will help you look at SEO from a slightly different angle — not just from a search-engine-oriented perspective but also a business-, market- and culture-oriented one.
