Why Localized SEO Is the Key to International Success

Understanding International SEO

Definition of international SEO

Google and other search engines are designed to deliver search results based on the user’s language and location. International SEO ensures that search engines recognize your site as relevant for users in specific countries or those searching in particular languages for products or services like yours. It utilizes country and language targeting, hreflang tags, specialized URL structures, and other localization signals to tailor content for a global audience.

In hreflang tags, adding country codes enables region-specific content:

• Without country (e.g., "en"): Same content for all English speakers
• With country (e.g., "en-US", "en-GB"): Distinct content per region, allowing for cultural adaptation

Here is an example of links localized for SEO.

<link rel="alternate" href="<https://gleef.eu>" hreflang="en-us" />

<link rel="alternate" href="<https://gleef.eu/es-es/>" hreflang="es-es" />

<link rel="alternate" href="<https://gleef.eu/fr-fr/>" hreflang="fr-fr" />



Why Businesses Need to Think Beyond Simple Translation

While translation converts text from one language to another, localization tailors the content to the cultural nuances of a region, ensuring relevancy and authenticity. For instance, localized keywords, date formats, and idiomatic expressions enhance engagement. Businesses that invest in localization rather than mere translation are more likely to build trust and appeal to diverse audiences, ultimately driving growth in international markets. If you want to how increase your conversion with localization you can read our article on the subject “5 Keys to Successful Localization”.

Content Localization:

It is essential to carefully localize the content you create and publish. Random approaches or word-for-word translations may seem harmless but can lead to significant errors that every business faces.

For example, on this well-known online fashion retail site, we can see that the content is correctly localized, taking into account the cultural differences of the country.adjust spelling differences (e.g., "color" vs. "colour"). It might also involve changing references to holidays, local news, or even humor that would appeal specifically to a UK audience.

The Importance of Localizing SEO

Lack of Proper Localization Leading to Cultural Missteps

Translating a website word for word is not enough even if the translation is accurate, it doesn’t go far enough. To continue optimizing your SEO while expanding internationally, full localization is essential. A poorly localized page is easily noticeable.

For example, I visited the page of a U.S.-based company that had "localized" its website. However, upon inspecting the page, it became clear that the metadata hadn’t been translated. This is evident in the use of webkit-locale.

The webkit-locale property, associated with WebKit rendering engines (used by browsers like Safari), specifies the language or region in which a page’s content should be displayed. It is often used to ensure that web page elements such as date formats, currencies, or local conventions align with the user’s regional settings. In this case, however, it was not properly implemented.

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In this screenshot of the page, you can clearly see that the webkit-locale (highlighted in pink) is set to English "en" instead of French.

‍Insufficient Investment in Regional Expertise and Technology

A successful SEO localization strategy requires investment in regional expertise and technology. This includes researching market-specific keywords, adapting content to local formats and technologies, and using tailored SEO solutions. For instance, while a specific keyword might drive high SEO performance in France, the same may not apply in another country. A thorough analysis is often necessary to identify which keywords will be effective in each market.

If you'd like to explore more examples of common mistakes made when poorly localizing a website, you can check out our article “Avoid these 5 common mistake that can ruin everything“.

• Enhanced customer experience and engagement.

With the global nature of the internet, businesses have the opportunity to reach a vast and diverse audience. By implementing international SEO strategies, companies can target specific markets and languages, helping them connect with potential customers around the world. This broader reach can result in increased website traffic, enhanced brand visibility, and greater sales potential in multiple markets.

• Establishing brand trust and loyalty in global markets.

Building a strong online presence across various countries and regions enhances a brand's visibility and credibility on a global scale. When users consistently encounter a brand in search results in their native language, it fosters trust and confidence in the brand’s authenticity. Positive user experiences, paired with brand recognition, not only encourage customer loyalty but also stimulate word-of-mouth marketing, further reinforcing the brand's position in international markets. This credibility and trust can lead to long-term customer relationships and sustained growth in global sales.

Some Tips (There Are Many!) for Implementing an Effective SEO Localization Strategy

Obtain Local Backlinks

Securing local backlinks is one of the most effective ways to improve a website’s authority within a specific region. Local backlinks are links from reputable, high-authority websites that are based in or relevant to the target market. These links signal to search engines that your website is a trusted and valuable resource within that geographic area.

Collaborate with Local Sites and Blogs: Engage with local influencers, industry blogs, news outlets, and business directories to secure backlinks. For example, if you're targeting the French market, collaborating with well-known French blogs or news sites in your niche can be incredibly valuable. These backlinks help improve your website’s credibility and authority in that particular locale, which can significantly impact your search engine rankings in that region.

Local Citations

Business Directories and Local Listings: Register your business with local online directories, review platforms, and local search engines. Some well-known global platforms include Google My Business, Yelp, and Yellow Pages, but there are also region-specific platforms. For example, in Russia, Yandex.Directory is a vital listing platform, while in Japan, Rakuten may be more relevant.

Industry-Specific Citations: It’s also beneficial to target industry-specific citation sites that cater to particular markets. For example, a real estate business targeting the UK could list itself on property-specific directories like Rightmove or Zoopla.

Local Platforms and Social Media: Platforms specific to certain countries can be a valuable source of citations. For example, Facebook, Instagram, and Twitter are essential for any market, but Weibo and WeChat are more relevant for businesses targeting China. Ensure that your business is listed and active on these local platforms, as they can serve as strong citations that boost your SEO performance in each market.

Choosing Between Language Targeting and Country Targeting

No two international SEO strategies are identical. The approach you choose depends largely on your business objectives, target audience, and available resources.

When expanding to international markets, you have two primary options for targeting: language targeting or country targeting:

1. Language Targeting: This approach is ideal if your target audience speaks the same language across multiple countries. It allows you to create content in one language and reach various markets. For example, Spanish-language content could be used to target Spanish speakers in different regions globally, whether in Spain, Mexico, or Argentina.
2. Country Targeting: If each country or region speaks a distinct language or dialect, country targeting is a better option. This requires creating separate websites for each country with content that is tailored to each region's language, culture, and preferences. For instance, you would need distinct websites or content for Spain (which speaks European Spanish) and Latin America (where Latin American Spanish is spoken)

In practice, you could use language targeting to reach Spanish speakers generally and country targeting for Spain, where the local dialect differs slightly from that in Latin America. This ensures that both regional differences and language preferences are addressed effectively.
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Conclusion

Localizing your SEO is more than a best practice it’s a necessity for maximizing global conversion rates. Tailored content, regional keywords, and cultural relevance ensure your message aligns with user expectations, paving the way for sustained international success.

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