Running an international campaign

How to Run an International SEO Campaign

Byhello@wantseo.co.uk

Did you know that a successful international SEO campaign can open your brand to entirely new markets, but requires a unique strategy for each region? Expanding your brand globally is exciting, but it comes with challenges. A one-size-fits-all approach won’t work — your content needs to reach the right people in the right places.

Whether you’re a local brand looking to go global or an established business seeking to penetrate new markets, mastering international SEO can provide the breakthrough your brand needs.

In this blog, we’ll explore the key components of running a successful international SEO campaign. With expert guidance from Want SEO, a bespoke SEO marketing agency specialising in audits, keyword research, and content optimisation, you’ll learn how to tailor your SEO strategy to capture global attention and grow your brand internationally.

Key Takeaways:

  • Learn how to choose the right approach for international SEO: ccTLDs, subdomains, or subdirectories.
  • Discover the importance of hreflang tags in preventing duplicate content and ensuring the correct content is shown to the right audience.
  • Understand how to adapt keyword research and content for different languages and cultures.
  • Gain insights on technical factors like page speed, mobile optimisation, and geotargeting to boost your international SEO success.

Choosing the Right Structure for Your International SEO Campaign

The first step in running an international SEO campaign is selecting the right website structure to signal to search engines that your content targets specific regions or languages. There are three main options to consider: country code top-level domains (ccTLDs), subdomains, and subdirectories. Each has its benefits and potential drawbacks.

ccTLDs (Country Code Top-Level Domains)

A ccTLD is a domain that’s specifically designated for a country, such as .fr for France or .de for Germany. This is one of the most straightforward ways to show search engines and users that your site is tailored for a particular country.

  • Advantages: Strong local ranking signals; clearly targets specific countries.
  • Drawbacks: Expensive to maintain multiple ccTLDs and challenging to consolidate domain authority across different regions.

Subdomains

Subdomains (e.g., fr.yourwebsite.com) allow you to separate your website’s international content while maintaining the same root domain. Search engines treat subdomains as separate entities, which can help with content targeting.

  • Advantages: Easier to manage than ccTLDs and keeps all content under the same brand umbrella.
  • Drawbacks: Subdomains are treated as separate websites, so they may dilute SEO efforts by splitting domain authority.

Subdirectories

Subdirectories (e.g., yourwebsite.com/fr/) organise content within the main domain but use separate paths to target different languages or regions.

  • Advantages: Easier to manage and maintain a single domain authority, and cost-effective.
  • Drawbacks: May not signal geotargeting as strongly as ccTLDs.

Implementing Hreflang Tags: Avoid Duplicate Content and Geotarget Effectively

You’ll often have similar content targeting different countries or languages when running an international SEO campaign. To ensure that search engines deliver the right version of your content to the correct audience, you need to use hreflang tags.

What Are Hreflang Tags?

Hreflang tags are HTML attributes that tell search engines which language and country a specific page is targeting. This prevents search engines from viewing similar pages as duplicate content and ensures that users from different regions are served the correct version.

  • Example: If you have an English page targeting the UK and a slightly different one targeting the US, hreflang tags will help Google display the right version based on the user’s location and language preferences.

Why Hreflang Tags Are Crucial

Without hreflang tags, search engines might deliver the wrong version of your website to a user, damaging user experience and potentially impacting rankings. Properly implemented hreflang tags improve geotargeting by ensuring that search engines display the correct content in search results.

  • Tip: Work with an experienced SEO firm like Want SEO to ensure your hreflang tags are implemented correctly across your international content.

Conducting Keyword Research for International Markets

Keyword research is fundamental to any SEO campaign, but when expanding globally, you need to factor in regional differences in search behaviour, language, and cultural context. Keywords that work in one country may not be effective in another, even if the same language is spoken.

Localised Keyword Research

Each market has unique search habits. For instance, in the US, people might search for “sneakers,” whereas in the UK, they’d likely search for “trainers.” Using the wrong keyword could mean missing out on relevant traffic. Conducting keyword research specific to each region helps you understand local terminology and search intent.

  • Tip: Use tools like Google Keyword Planner or Ahrefs to explore keyword data for different regions. You can also consult with Want SEO, which specialises in keyword research for international markets, ensuring your campaign targets the right terms.

Adapting Content for Local Audiences

Simply translating your website’s content is often not enough. Localisation is key—your content should reflect local customs, preferences, and expectations. In addition to translating text, consider adapting visuals, cultural references, and even product offerings to better resonate with local audiences.

Technical SEO Considerations for International Campaigns

A strong international SEO campaign isn’t just about content—it requires getting the technical aspects right. From page speed to geotargeting, these elements can make or break your global SEO success.

Optimise for Page Speed

Page speed is a ranking factor, and it becomes even more crucial when running an international campaign. A slow website can lose traffic and rankings in countries where internet speeds are lower than average. Using a Content Delivery Network (CDN) helps reduce load times by delivering content from servers closer to the user’s location.

  • Tip: Use tools like Google PageSpeed Insights to monitor and optimise load times for each region you’re targeting.

Mobile Optimization

Many countries, especially in emerging markets, are mobile-first. Ensure that your website is fully optimised for mobile users, including responsive design and fast-loading mobile pages, to rank well in these regions.

  • Tip: Consider implementing Accelerated Mobile Pages (AMP), especially in regions where mobile use dominates, to improve page load times and rankings.

Geotargeting in Google Search Console

Google Search Console allows you to set a geotarget for your website or specific subdirectories. This setting signals to Google which country your content is most relevant for, helping improve your site’s rankings in that region.

  • Tip: Make sure to configure geotargeting settings for all your international sites or subdirectories to ensure proper targeting in search results.

Common Questions About Running an International SEO Campaign

Brand owners often have questions or encounter challenges when embarking on an international SEO campaign. Here are a few common issues and their solutions:

Should I Use One Global Website or Separate Sites for Each Region?

This depends on your specific goals and the regions you’re targeting. A global website with subdirectories is easier to maintain and can consolidate SEO efforts. However, if you need to target very different markets (for example, the US vs. China), separate sites or ccTLDs might be more effective.

How Do I Avoid Duplicate Content Issues?

Use hreflang tags to specify which version of your content is for which region. Additionally, customise the content for each region, even if it’s just minor changes, to differentiate it from other versions.

How Can I Build Backlinks in International Markets?

Backlink strategies should be adapted to each region. Collaborate with local influencers, write guest posts for regional websites, and engage with local online communities to generate natural backlinks that improve your rankings.

Conclusion:

Running an international SEO campaign requires careful planning, localised strategies, and technical precision. From selecting the right website structure and implementing hreflang tags to conducting localised keyword research and optimising for page speed, there’s a lot to consider.

By following the steps outlined above and working with an expert like Want SEO, you can effectively expand your brand into global markets and rank higher in international search results.

Call to Action: Ready to launch an international SEO campaign that drives real results? Contact Want SEO for expert advice and bespoke SEO services that will help you succeed globally.

What challenges have you faced with international SEO? Share your thoughts in the comments below, and let’s discuss how to overcome them!