{"id":3846,"date":"2016-09-09T16:00:16","date_gmt":"2016-09-09T10:30:16","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=3846"},"modified":"2023-06-07T10:42:31","modified_gmt":"2023-06-07T05:12:31","slug":"4-essentials-steps-to-implement-your-international-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/4-essentials-steps-to-implement-your-international-seo-strategy\/","title":{"rendered":"4 Essentials Steps To Implement Your International SEO Strategy"},"content":{"rendered":"

It\u2019s a small world.<\/p>\n

The internet allows small businesses to expand internationally far more easily than ever before. And many companies are now learning how to transition to an international SEO strategy.<\/p>\n

\"4-essentials-steps-to-implement-your-international-SEO-strategy\"<\/p>\n

The best strategy will depend on whether you\u2019re expanding your business to another country that speaks the same language (e.g. UK, USA and English speakers in Canada), or if you need a multilingual SEO approach (e.g. expanding into Europe, where your site will need to be in French, German, Spanish or other European languages).
\nTo have a successful international SEO strategy, you must complete 4 essential steps. This article covers each one of them and also the common pitfalls to avoid. I will be using a multilingual website as an example, but the tips are equally pertinent regardless. The steps are:<\/p>\n

    \n
  1. Do keyword research \u2026 correctly!<\/li>\n
  2. Set up your multilingual website<\/li>\n
  3. Build relevant links in each language<\/li>\n
  4. Monitor results and develop the priority keywords<\/li>\n<\/ol>\n

    Do keyword research \u2026 correctly!<\/h2>\n

    When you translate content from one language to another, or one culture to another, it\u2019s important to make sure that you use terms that have sufficient search volume in that language.
    \nThere are often several different phrases that can be used to describe the same thing. Phrase A might be searched for 10,000 times a month and Phrase B only 100 times a month. If you don\u2019t do language specific keyword research, you risk losing 99% of your traffic by using Phrase B without realising the consequences.
    \nIf you use Google\u2019s Keyword Tool for your research, then it\u2019s also essential that you specify both the country AND the language to narrow down your search.
    \nIf you\u2019re targeting an international audience (e.g. all German speakers) and you just select \u2018German\u2019 in the language box, then it actually still shows the international keyword volume, but filters it to words in German. This means that if the word is multinational (e.g. aquarium) then you will get far higher search volumes than accurate.
    \nIf you sell a range of products, this might lead you to believe that you should focus on \u2018aquariums\u2019 more than is realistic.<\/p>\n

    \"German<\/a><\/p>\n

    To prevent this problem, select \u2018German\u2019 for language, but then add all relevant countries that you\u2019re targeting. If you\u2019re targeting the whole of Europe, for example, add Germany, Austria and Switzerland in the location box. In the \u2018Aquarium\u2019 example, this reduces the monthly search volume from 673,000 to 110,000, giving a more accurate picture of the overall German searches.<\/p>\n

    Set up your multilingual website<\/h2>\n

    If you don\u2019t have one yet, the first step is to create a multilingual website. The top CMS systems like Drupal<\/a> and WordPress<\/a> have modules or add-ons that make this relatively simple, however, if you have a custom CMS, this may require extra configuration.<\/p>\n

    However way you choose to configure your site, it\u2019s essential that each page in each language has its own unique URL (web address) and that you don\u2019t use hashtags in the URL to control the language. If you use only cookies or hashtags to control which language is shown, then Google will be unable to index those pages and you risk only one language being shown in the search results.<\/p>\n

    If you\u2019re creating a new website, then the best long-term solution is to use a single database but multiple domain names (e.g. a .fr for France, .de for Germany, etc.). This is because:<\/p>\n

      \n
    1. Using international domain names is great branding. People in France will see a .fr domain and immediately assume that you\u2019re in France.<\/li>\n
    2. If you have a keyword rich domain name (which is recommended if you sell a single product or service, but less important for branding), it allows you to translate this into each language.<\/li>\n
    3. Your .fr domain will receive a boost in rankings from Google.fr, helping local SEO.<\/li>\n
    4. Having a single database means you can make future modifications to design, etc. once and it will immediately impact all of your websites.<\/li>\n<\/ol>\n

      One note on translations: automatic translations are progressing fast, but they\u2019re still far from perfect and by using them you risk looking like a fool. You also risk Google labelling your content as \u2018automatic content\u2019 and therefore penalising it. It\u2019s fine to use an automatic translation as a starting point, but be sure that a fluent native speaking translator reviews it before it goes live.
      \nTo prove the point I\u2019ve translated the above paragraph into French using Google Translate, then translated it back again. Here\u2019s the result below:<\/p>\n

      \"french-seo-translation\"<\/a><\/h2>\n

      <\/h2>\n

      <\/h2>\n

      Build relevant links in each language<\/h2>\n

      If you\u2019re launching a niche product with little competition, then a short international link building campaign (say 2-4 months) from a top SEO company is likely to be all you need to rank well in Google.<\/p>\n

      If you\u2019re launching a product or service in a more competitive field, then it may well take longer to appear high with Google for that language. Even if you have a high authority site that already ranks well in one language, there\u2019s no guarantee that a new sub-folder or sub-domain in a different language will still rank well.<\/p>\n

      What if you don\u2019t have the budget for a multilingual link building campaign?<\/h4>\n

      If this is the case, a good strategy is to choose one country (based on your keyword research) to start with, focus all your links on that country, then once you\u2019re generating a healthy return on investment launch your next link building campaign in a second or third language.<\/p>\n

      How do you find relevant links in each language?<\/h4>\n

      Our main recommendations for effective international link building are:<\/p>\n

        \n
      1. Search for your keyword in the relevant version of Google (e.g. google.ca for Canada) and submit your site to any directories, or submit articles to any guest posts you find from non-competitors on the top 10 pages in the search results.<\/li>\n
      2. Use infographics and images \u2013 infographic marketing is a great SEO strategy, however, they\u2019re time-consuming to create. If you\u2019re completing an international SEO campaign in 4 languages, say, you can translate the infographic, which is a lot faster than creating 4 infographics from scratch.<\/li>\n
      3. Focus on quality and relevance, NOT volume. If the link wouldn\u2019t make sense to a human being, odds are it won\u2019t make sense to Google and won\u2019t give you the SEO benefit you\u2019re looking for.<\/li>\n
      4. As far as possible 100% of links should be in the same language as the site you\u2019re linking to. Don\u2019t be tempted to hyperlink French anchor text on an English article (for example), as this won\u2019t work.<\/li>\n
      5. Avoid mass submissions, link farms, any kind of automatic link building campaigns or other spammy sites. With each link ask yourself \u201cIf Google didn\u2019t exist, would I still want this link?\u201d If the answer is \u2018no\u2019, then odds are that link won\u2019t help your SEO either.<\/li>\n<\/ol>\n

        In summary, assume Google is smart enough to recognise a meaningful link!<\/p>\n

        For more insights, check out the tips and tutorials on the best international SEO<\/a> strategy.<\/p>\n

        Monitor the results and develop the priority keywords<\/h2>\n

        If you do thorough keyword research, choose a suitable domain name, translate your site manually (ideally including at least a few blog pages) and build relevant, language-specific links. Then you will receive a better return on investment than if you try and take a shortcut on any of these essential steps. However, there is a final step which is often overlooked, which is to monitor the results and continue to refine your SEO.<\/p>\n

        One important measure of performance is your Click Through Rate (CTR). If more people click your site in Google\u2019s results for a specific keyword, then it will slowly go up in the rankings. If however, people aren\u2019t interested in your page (based on the Meta Title, Description and URL, as that\u2019s all they see in the search results), then it will slowly go down the rankings.<\/p>\n

        Your priority keywords are the ones that have a high monthly search volume and that you are appearing reasonably well for (the higher the better). If you\u2019re slowly rising in the search results one likely reason is that you have well written Meta Tags and a healthy click through rate. For those keywords that:<\/p>\n

          \n
        1. Have high monthly search volumes<\/li>\n
        2. You appear in the top 20 positions<\/li>\n
        3. Your position is going down, rather than up<\/li>\n<\/ol>\n

          It\u2019s worth re-reading your Meta tags and looking at the page the keywords link to as a whole. Then ask yourself if you could rewrite them. Do not change the keywords they target, but do write them in a way that includes unique selling points, or engaging descriptions, to encourage visitors to click your search result in Google, rather than clicking on another company\u2019s website.<\/p>\n

          Using a tool like RankWatch<\/a> is a great way to identify which keywords to target, as it\u2019s important to see changes over time.<\/p>\n

          SEO, particularly international SEO is a time-consuming process, therefore don\u2019t expect results overnight. However, if you focus on the right keywords and on developing quality content and links, then you will gradually move higher and higher in the search results.<\/p>\n","protected":false},"excerpt":{"rendered":"

          It\u2019s a small world. The internet allows small businesses to expand internationally far more easily than ever before. And many companies are now learning how to transition to an international SEO strategy. The best strategy will depend on whether you\u2019re expanding your business to another country that speaks the same language (e.g. UK, USA and […]<\/p>\n","protected":false},"author":75,"featured_media":3853,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[25],"tags":[],"class_list":["post-3846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-basic-seo","entry"],"acf":[],"yoast_head":"\nInternational SEO: 4 Steps to Boost Your Global Reach<\/title>\n<meta name=\"description\" content=\"To have a successful international SEO strategy, you must meet 4 essential steps. 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