(2022) Global SEO: Priorities, Guide, Software & Checklist

Table of Contents

You might have heard about international SEO and its benefits on growing a global presence. You’ve come to the point where your business has its own website, on-page and off-page SEO, authority and trust in the market, and good rankings. Now it’s time to move on and expand your business worldwide. Are you ready for this?


After the 2020 pandemic, brands were pushed online. This digital acceleration expanded their potential but also their competition. Today, 68% of online purchases begin with search engines, and brands are fighting in the pit of rankings.


International SEO is your ticket to opening your pool of clients and potential revenue. With search engines developing faster than ever, you want to focus on delivering relative results to your customers according to their language and location.


In this article, you’ll learn:



Let’s dive in!


Global SEO: what is it and why is it important


Put simply, global SEO is the process of optimizing your website for users that speak different languages or live in different locations worldwide. To do that, you need to set up a holistic strategy around your SEO efforts and follow international trends. 


International SEO marketing could range from translating your website into more languages to creating different experiences for local markets. But, you might wonder, how is international SEO different from local SEO? Well, you should think of it similarly to geotargeting. Only now, you don’t optimize for local results but international ones. 


40% of global buyers won’t purchase goods listed in another language. That’s why international SEO is essential for connecting with them and speaking directly to their needs.


How can businesses benefit from global SEO


Businesses that invest in global SEO attract more traffic to their website, reach bigger audiences, and grow their global presence. As a result, they open their market worldwide and are able to serve their customers more efficiently.


Think of brands like eBay, Spotify, Amazon, Nike. They’ve optimized their international SEO marketing based on their segmented customers and their features. As a result, they’ve created online global stores that meet users’ search queries and earn their trust.


The possibilities are endless! By opening up to the global market, not only product-based brands make their way up to the rankings, but also SaaS businesses and digital product-based businesses. In fact, they are the most benefited since they avoid production and shipping costs by providing worldwide an instantly accessible product that doesn’t run out of stock. 


How to do international SEO for your business 

On the surface, international SEO might look easy. You simply translate your website to a few more languages and put the flag symbols next to your search bar. Right? Wrong!


Global SEO is relatively more complex and requires the right strategy if you want stellar results. Depending on your goals, you might want to target a different language, a different country, or both. In that case, you need to determine:



Here is your ultimate 5 steps strategy on how to do international SEO.


Step 1: Do your market research


First things first! You don’t want to invest in international SEO without actual data confirming a spike in foreign users’ organic traffic. This increased interest indicates that your products or services are on-demand in those countries. 


In your Google Analytics, you can easily check which countries or regions attract those customers and determine which keywords are related to their searches. 



Then, you want to conduct localized keyword research. Focus on which keywords are related to your lead generation, which to conversions, and which have a high click-through rate. This information will come at hand when deciding on your content and international SEO marketing strategy.


There are many tools to help you in this process, such as:



Ubersuggest keyword research tool


Step 2: Choose your structure


Once you’ve discovered the countries you’d want to expand to, it’s time to examine your available options. Some brands focus on language, others on location and localised SEO, and some on both. 


For example, Zara directs users with its homepage to select their country and language and then redirects them to a specific URL based on their selection. The URL has the form of zara.com/es, which means that it uses each country’s specific two-letter code (ccTLD) as a subdirectory. 


Subdirectories are cost-effective structures that are easy to maintain and take the authority you build for your primary domain. However, if a subdirectory is dedicated to a whole new country, it’s not as strong SEO-wise as a dedicated website. But, if your business wants to keep all its communication on one platform, they are the best fit for you.


Zara’s subdirectory


Other brands like Amazon operate in 16 different markets worldwide with custom experiences for each market. Amazon, in particular, offers their complete shopping experience with customized content for local markets and uses the form of amazon.de with ccTLDs.


This means that it basically dedicates a new domain to each country which may bring the best possible SEO signals, but it’s not cost-effective in terms of requiring maintenance of different websites. The brand also has to rebuild its authority with SEO and content to convince search engines that it’s genuinely worth the rankings.


Amazon’s ccTLD


Another option is using subdomains. For example, Wikipedia uses en.wikipedia.org for English-speaking users, with the ccTLD before the primary domain name. Although easier to maintain than ccTLDs new domains, it’s not practical in terms of global SEO signal. In addition, subdomains are not as authoritative as domains with subdirectories and have additional hosting costs.


Wikipedia Subdomain


Alternatively, brands use general top-level domains (gTLDs)  such as “edu”, “org”, “info” with language parameters, or entirely new domains for their internationalized content. 

Step 3: Use Hreflang tags to target languages


Hreflang tags are small codes that indicate in search engines that a website is available in other languages. This way, they strengthen the language signal and avoid internal URL competition. They are usually placed in the source code of the header of each page or the sitemap, and they follow the format hreflang=“languagecode-country code.”


The point of Hreflang tags is to help search engines show the most suitable versions of your website to users. Google also suggests using a backup page in case there are unmatched languages.


Step 4: Adjust your content to new languages and cultures


No matter the URL structure you choose, you need to adjust your content to the new language and culture you’re targeting if you want optimal results. Nobody likes to read auto-translated content. Keep in mind that if you choose a new domain or subdomain structure, you will need to create your authority from the beginning to gain the trust of local markets. 


Your content should also respect the cultural differences between countries. For example, colors, typography, tone of voice, or even anecdotes are not perceived the same way worldwide. 


The goal is to blend it! Tailor your content to suit each market and think locally for long-term international SEO success. 


Step 5: Enhance your international SEO signals


Your international SEO checklist should include both technical aspects and an overall thoughtful approach to local markets. Here are some things to keep in mind to enhance  

your global SEO signals.



The best global SEO software for your workflow


So you know now the importance of global SEO and how to do international SEO for your business. But how do you ensure optimal technical strategies? Luckily, there is a variety of software to help you apply your international SEO strategy.




Screaming Frog



Hreflang checker tool



Aleyda Solis hreflang generator 





Merkle hreflang tag testing tool



Google Dev Tools

Common myths on international SEO

Let’s take a look at some of the most common misconceptions around international SEO.

1. “I need to have several websites to rank in different countries.”

No, that’s not necessary. However, when deciding on your URL structure, it’s important to consider your resources and priorities. Remember that when you opt for different websites, you start building your authority from zero. You will need employees, time, and money to build your expertise from scratch. So, if you’re a small business, you might want to consider choosing the subdirectories or subdomain options.

2. “Geo-targeting is enough for global SEO.”


Although geo-targeting is an option you shouldn’t neglect, it’s not enough. You might do all the right things to geo-target your pages, and Google still won’t show them correctly. As we previously discussed, there are many ways to enhance your SEO signals, and you should opt for a structured global SEO strategy.

3. “Using duplicated websites and the same user experience is okay.”

Sorry to break it to you, but it’s not. Each country has its own signature, and its users are accustomed to different UX and interfaces. Take eBay, for example; it failed in its attempts to roll out in China due to users preferring Ali Baba’s familiar interface for their shopping experience. That’s why you should take the time to customize your business strategy and overall look and feel.

International SEO checklist

In a nutshell, international SEO aims to help brands tap into the global markets and expand their reach and profits. The bottom line is a 360 SEO strategy that will cover all aspects of a successful website.

The process is complex indeed, but with the proper planning, it can uncover huge potentials for businesses. Here is your international SEO checklist:


You made it till the end! 

Hopefully, by now, you’ve gained more clarity on international SEO practices and their importance to the blooming e-commerce economy we’re living in. SEO is no longer a one-location game but a globalized trend that SEO experts need to get their hands on.


Related Posts

Using pop-ups

How iSpionage used blog pop ups to increase referral traffic to landing pages by 58%

How iSpionage used dreaded pop-up ads to increase their referral traffic to landing pages by 58%
SEO writing

A data-driven SEO guide to topic clusters to increase your organic traffic

In this guide, I'll explain why topic clusters are as important as keyword optimization and need to be part of your SEO content strategy through examples backed by data and case studies.