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Charita Chutoorgoon

Expanding your business internationally is a major milestone, but it brings a unique set of challenges, especially when it comes to SEO. 

International SEO isn’t just about translating your website; it's about building a tailored strategy that ensures your content ranks well across different countries, languages, and search engines. Whether you're launching in Europe, Asia, America, or further afield, using the right international SEO tactics can be the difference between thriving in new markets and being invisible in 

International SEO is the process of optimising your website so it ranks in search results across different countries and languages. It goes beyond traditional SEO by factoring in regional search engines, cultural nuances, and technical setup, ensuring the right users see the right content. When done well, it helps businesses deliver a better user experience and attract qualified traffic from your target regions.

International SEO plays a crucial role in helping businesses grow beyond their home market. By optimising your website for different countries and languages, you can reach new audiences and unlock additional revenue streams. It also gives you a competitive advantage, as many companies overlook the finer details of international optimisation. 

Beyond visibility, international SEO enhances the user experience by providing localised content that feels relevant and trustworthy. When implemented correctly, it ensures that search engines understand which version of your content to serve to each audience, helping you improve rankings, 

, and drive conversions in your target markets.

1. Choose the right international URL structure

Your site architecture sets the stage for how search engines and users understand your global content. There are three common approaches:

ccTLDs offer strong geo-targeting but require more resources. Subdirectories are easier to manage and centralise authority, making them a common choice for growing brands.

Hreflang tags tell search engines which version of a page to show based on a user's language and location. These features prevent duplicate content issues and ensure users see the most relevant version of your site. You should avoid common errors like missing return tags or incorrect language codes, and also use tools like 

 or hreflang validators to double-check your setup.

3. Do local keyword research for each market

Keyword intent changes from one region to another, even within the same language. A direct translation of your keywords might miss the mark entirely.

4. Go beyond translation with true localisation

Translation is only the first step. Effective localisation considers every aspect of the user experience, including:

Google may be dominant globally, but it’s not the option. Research how each search engine ranks content and tailor your strategy accordingly. This may include metadata, site speed, mobile usability, and even content formats.

6. Address technical SEO for global sites

International websites face unique technical demands. Ensure your site is built to perform across markets by focusing on:

Local backlinks signal relevance and authority to search engines. To grow your presence:

Without proper tracking, it's difficult to know what’s working. Set up tools like:

10. Maintain and update your international strategy

International SEO is not a one-and-done project. Keep your content and technical setup fresh by:

Your e-commerce journey starts and ends with Imaginaire. From designing your new site to implementing lasting, effective 

, we have an in-house team of SEO experts who will ensure your products, content and copy are fully optimised and getting in front of your customers.

With over 10 years of experience, we will ensure that your e-commerce store is home to all the right keywords, metadata, technical SEO and more, whether you’re selling jewellery or home appliances.

To speak to one of our SEO team members, get in touch 

Wattbike

the human-led tech-enabled ecommerce agency

10 Best practises for international SEO