You need an international SEO strategy for your website

Even though we may live in a globalised economy, there are still many differences between countries, perhaps most significantly in terms of their languages and cultures.

This is why translation and localisation (the process of tailoring your products and content to suit a particular market) are key to effectively reaching your potential customers abroad and to entering new markets.

But how can you make sure that your potential customers find the German or French version of your website? An International SEO strategy is critical to delivering your content to customers in new countries.

Keyword Research

The starting point of your International SEO strategy should be to carry out some keyword research. Keyword research leads you to discover the keywords people use when looking for specific products or services online. It provides valuable insights into where the best opportunities exist for the target market and forms the basis of a good SEO strategy.

If you are wondering whether you can simply translate your keywords from English into a different language, the answer is no. People do not necessarily use the exact same search terms when searching in different languages.

Internet users do not search for the same terms in every language. According to Google Keyword Planner, more than 1,900 people in the UK every month search for “cafetiere coffee”; by contrast, only 50 people look for the Spanish equivalent in Spain.

Does this mean that Spaniards do not search for cafetiere coffee? No, it simply means that the search habits of coffee consumers in Spain are different: they may use keywords such as “ground coffee” or “toasted coffee” in their searches instead.

Compelling copy in your metadata

The importance of including keywords in your metadata is not only related to search engines (one of the factors when ranking results), but also to your potential visitors. If you include the terms that they use in their searches, they will know that they are on the right path to buying what they are looking for.

Before potential customers visit your site, they will often type words related to your business on Google and other search engines. This is why the first thing they will see in their search results is your website’s metadata (the snippet of text that describes what a web page is about). 

Compelling copy that grabs your customers’ attention will hugely influence customer clickthrough rates.  This is a good place to include your unique selling points, offers or define what sets you apart from competition.

Awesome website content

Language plays a big part in the purchase funnel, and your website content is no exception. If you land on a Google translated version of a page you will probably be amused by what you read, but it is very unlikely that you will end up buying anything.

For SEO purposes, it is important to be faithful to the content of the source text while incorporating relevant keywords into your website content. This is why you do not only need a professional translator who can translate but one who also had a solid knowledge of SEO principles to deliver the best results.


Are you ready to break into international territories? Then please get in touch.

including keywords in your metadata
keywords such as “ground coffee” or “toasted coffee”