By Emma Gaiffe, SEO Manager
Expanding into a foreign market is an exciting step for any business. It usually signals growth, ambition, and confidence in your product or service. However, from an SEO perspective, it’s not as simple as translating your existing website and hoping for the best.
I’ve worked with several businesses looking to grow internationally, and one thing is always clear: international SEO needs planning. Below are the key SEO considerations I always recommend addressing before (and during) expansion into a foreign market.
1. Market & Search Behaviour Research Comes First
Before touching your website, it’s crucial to understand how people search in your target country.
While some industries and global brands may get traffic from English searches, relying on English content alone is rarely enough. Understanding your audience’s search behaviour, preferred language, and intent is essential for crafting content that actually ranks and converts.
What you need to keep in mind:
- Keywords rarely translate directly
- Search intent can differ significantly by country
- The same service may be described very differently in another language or even in another country where English is the main language
For example, a keyword that performs well in the UK may have low search volume or a completely different meaning elsewhere. Take the British English term “holiday”, in the UK, people search for “holiday cottages”, but in the US, they search for “vacation rentals”, and in Australia, “holiday house” is more common. Using the wrong term can significantly reduce visibility.
Proper keyword research using the local language, local search tools, and checking local SERPs is essential.
💡 Tip: Use a VPN to see competitors ranking in the target country, not just global brands.
2. Language vs Location Targeting (They’re Not the Same)
One of the most common mistakes I see is assuming language alone is enough.
You need to decide whether you’re targeting:
- A language (e.g. German speakers globally)
- A specific country or region (e.g. Germany vs Austria)
This decision affects:
- URL structure
- Content tone and terminology
- hreflang implementation
For example, German used in Germany (de-DE) differs from German used in Austria (de-AT), both linguistically and commercially.
3. Choosing the Right URL Structure
Your site structure sends strong signals to search engines. Common options include:
- Country-specific domains
example.de, example.fr
✔ Strong geo-targeting
✘ Higher maintenance and cost
- Subfolders
example.com/de/, example.com/fr/
✔ Most SEO-friendly and scalable
✔ Shares domain authority
- Subdomains
de.example.com
✘ Often treated as separate sites
In most cases, I recommend subfolders for businesses expanding gradually, as they balance SEO strength and manageability.
4. hreflang: Essential for International SEO
hreflang tags tell search engines which version of a page to show to which users.
Without correct hreflang:
- Users may land on the wrong language version
- Pages can compete against each other
- Rankings can suffer due to duplication issues
hreflang needs to be:
- Correctly coded
- Consistent across all versions
- Regularly audited
This is one of the most technical but most important aspects of international SEO.
💡 Tip: Should You Have a Generic English (EN) Version?
Having a generic English version (en) can be useful as a fallback when:
- You serve multiple English-speaking markets but don’t yet have fully localised content
- Your business operates internationally and English acts as a common language
- You target B2B or niche industries where English is widely used
For example:
- en-gb for the UK
- en-us for the US
- en as a fallback for other English-speaking users
This ensures users aren’t shown the wrong regional page. Once a market becomes a priority, replace the generic EN page with a fully localised version to improve both SEO performance and user trust.
5. Content Must Be Localised – Not Just Translated
Good international SEO goes beyond translation.
True localisation includes:
- Local spelling, phrases, and terminology
- Country-specific examples and references
- Local currencies, measurements, and regulations
- Cultural tone and expectations
Search engines reward content that genuinely serves local users, and users convert better when content feels written for them, not copied for them.
💡 Tip: Always Use Native Writers (Not Just Translators)
This is one of the most important and most overlooked aspects of international SEO.
Even within the same language, regional differences can be significant. A native writer understands:
- Local vocabulary and phrasing
- Cultural tone and expectations
- Search behaviour and intent
- Trust signals for that audience
For example, Spanish can vary significantly from one country to another, both in vocabulary and usage. Take the word Computer which is “computadora” in Argentina, “ordenador” in Spain and “computador” in Colombia.
Using the wrong terms can:
- Reduce search visibility
- Make content feel unnatural
- Lower trust and conversion rates
6. Technical SEO Still Matters (A Lot)
When expanding internationally, technical issues can multiply quickly.
Key areas to watch:
- Page speed in the target country
- Mobile usability (varies by market)
- Indexation and crawl efficiency
- Duplicate content across regions
If the technical foundations aren’t solid, even the best content won’t perform as it should.
7. Local Authority & Backlinks
Backlinks from the UK won’t always carry the same weight in another country.
To build trust in a new market:
- Earn links from local publications and directories
- Consider local PR or partnerships
Local authority signals help search engines understand that your business is relevant in that region.
8. Measurement, Tracking & Ongoing Optimisation
You should:
- Track performance by country and language
- Review conversions by region
- Regularly audit hreflang and indexing
What works in one market may not work in another, so continuous optimisation is key.
Get an SEO Expert Involved
Expanding into a foreign market can deliver huge opportunities, but from an SEO perspective it requires strategy, structure, and patience. International SEO can be complex, and mistakes can be costly, from misapplied hreflang tags to targeting the wrong keywords or choosing the wrong URL structure.
An SEO expert can:
- Advise on the best strategy for your target markets
- Implement technical SEO changes correctly
- Liaise with translators or native content creators to ensure localisation is done properly
- Use advanced SEO tools (Ahrefs, Semrush, etc.) efficiently, tools that can be expensive and complex to use on your own
Bringing in an expert ensures your international expansion is structured, measurable, and effective, saving time, money, and potential ranking issues in the long run.
