International SEO: how to make your website more visible?

international seo

If you have a website in different languages, you will need to take into careful consideration your international SEO position. This is a key factor for positioning your website in different countries. When developing your SEO strategy for international markets, here are some ideas you should take into account:

Research the country and the behaviour of your target users

During an internationalisation process, it is important to research the target country, and especially its linguistic and cultural profile. Users from different countries all have specific characteristics, such as the way they think and speak and their search habits. These factors should be taken into account when generating and translating the content of a web page.

Furthermore, the behaviour of internet users differs from one country to another: the way they search, the search engines they use…all this information counts when optimising your website for international markets. It's important to identify and know the behaviour of the users in the countries you are targeting, as this may affect your strategy.

Determine the keywords you need to position the website

Once you have established the countries and you know the target users, you must determine the keywords through which these users will find you.

With Google, you can start your search with the Google AdWords Keyword Planner tool, selecting the country and the language of your keyword search. The most suitable tools, however, will depend on the most popular search engines in each of the target countries.

There are other very useful market analysis, keywords and competition analysis tools, but they are usually fee-paying, as Searchmetrics, SEMrush and Myposeo.

Translation and adaptation of content

As we already know, content is the most important aspect and, when going global, it is even more important.

Technology today permits machine translations, but the quality of these translations, although much improved since the beginning, is still not good enough and some important characteristics of languages are lost. A professional translation takes into account the social and cultural context of the target country and, specifically, the profile of the target customers. By "localising" the website content, we can ensure that all users will understand it in their own language.

And finally, because it is so important, we recommend taking a look at our post on "hreflang" tags to learn how to apply them when expanding into new markets.

Have you got an international SEO strategy for your website?