Last year, the world changed dramatically.
People were driven more online, creating new potential for companies looking to compete in markets around the world.
But to be successful in international SEO, one must understand the issues of page experience, URL structure, keywords, SERP, and more from a global perspective.
L develop and expand a digital presence of your company requires to reach the public in each of the regions where it does business, especially in searches.
SEO has become more essential than ever, with 68% of all online experiences starting with a search engine.
Use this guide as a checklist for a more effective international SEO strategy today and for years to come.
The Checklist for International SEO Success
Optimizing content to work in multiple countries requires a solid strategy, but in the end, it's all about execution.
Go through this list of international SEO considerations to make sure your campaign and content are on point.
Continue reading below
1. Hreflang: the international setting
A hreflang is an HTML attribute that shows the language in which its content is displayed and also the geographic location of the reader. It can look like this:
<link rel = "alternate" href = "https: // www-com" hreflang = "en-uk">
The HTML "en-uk" tail is used to tell search engines like Google the language and location to which you want to target your content. This is important if you are approaching a certain market and language.
Note: Hreflang does not work with Bing or Baidu, which use the content language meta tag:
<meta http-equiv = "content-language" content = "en-uk">
First, determine the search engine you want to target before delving into technical optimization for your site.
2. Choose the correct URL structure
For your content to reach the audience you want, you must consider URLs based on ccTLDs (country code top-level domains), subdomains, and subdirectories.
The method by which you will determine the structure of the URL is highly dependent on your resources. In a perfect world, the best approach is TLDs, if you can manage multiple domains at the same time.
If not, subdomains are the best option. Lastly, you can choose a subdirectory if none of the above options are suitable.
3. Prepare for the on-page experience
With each update Google makes, it seems to focus more and more on the on-page experience.
Case in point: Core Web Vitals will become ranking factors in May 2021.
This is important to keep in mind, especially if you handle international SEO.
As part of the page experience, probably the most important thing to prepare for is moving index first (or moving only index). Mobile-first is a global problem and it is important to be prepared for it in all the countries in which you operate.
4. Avoid machine translation
Although it can make life easier and translation faster, you really should avoid machine translation.
I've seen it many times.
A marketer wants to target more international markets and chooses to translate the entire site with a translation plug-in.
Every time content writers encounter translation errors (as I would call them). When translating from one language and dialect to another, there are nuances of language that a machine will not find.
A bad translation will not improve the ranking.
Use local translators who also understand the importance of context.
This will protect your reputation with local consumers from their first interaction with your brand in search.
5. Understand that keywords and SERPs vary from country to country.
Although Google's algorithm can be universal, SERPs vary widely locally.
Searching for any product in Sweden will give you a completely different set of results than searching for the same product in the US.
If you are targeting a specific keyword in multiple countries, start by looking at the SERPs.
Also consider changes in search volume and the meaning of the term for locals for your target keywords.
For example, the word "SEO" is a global term that is used in the same way in several countries. But searching for "football broadcast" in the US means something completely different than "football broadcast" in the UK.
US SERP vs. UK SERP
Keep this in mind when focusing on your strategy at the country level.
Look for a solid volume of keywords and search intent on the terms you choose for each country.
6. EAT is here to stay
E-AT stands for “experience, authority and reliability”.
These content qualities, found in Google's Search Quality Rater Guidelines, help build trust.
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