Best practice international SEO

We use daily reports, content diagnostics and position explorer features to spot any conflict between your international web assets, as and when it happens. What’s more, we track your key terms in any language, across any URL, within any search engine, using Pi’s daily data, to understand your content’s true level of optimisation.

Everything we do is backed up by data from our own, industry-leading SEO platform.

Project support: International SEO

Common international SEO mistakes

Misconfigured hreflang
Used correctly, hreflang is an indispensable tool for giving search engines explicit directions on which content to return for searches in different countries and languages. Unfortunately, it’s often done wrong.

Some common errors we see are:

  • Incorrectly defining international content as “x-default”
  • Lack of reciprocality between content versions’ hreflang attributes
  • Incorrect ISO language or country codes (or language-country pairs)

Conditional redirect problems
Many sites use conditional redirection to forward visitors to the most appropriate region or language site. But without proper planning and configuration, this can result in driving large numbers of visitors to the wrong site!

Both browser language and IP based redirection have drawbacks. Which method is right for your business depends on who your visitors are, where they are, and what they’ll do on your site.

Most search engines crawl from a single location. For sites redirecting based on IP address, it’s critical to make sure search engines can still see all of your global content.

Targeting the wrong keywords
It’s often said that the Americans and the English are divided by a common language. No doubt Germans and Austrians say the same thing. And the French and Québécois…

Successfully navigating subtle differences in languages, dialects and cultural preferences can make or break your SEO campaign, and it needs to run throughout the whole process from keyword research to content strategy and reporting.

Best practice international SEO

Search engines want to return results most relevant to the user’s location and language, yet without proper optimisation it frequently goes wrong. Consequently it’s important to structure and optimise multi-country or multi-language sites to allow search engines to do this effectively.

There are three main areas to consider:

  • Website architecture
    Broadly speaking, there are 3 approaches to structuring international websites. Each has its pros and cons and, typically, choosing the right approach depends on carefully balancing technical effectiveness, scalability and business requirements.
  • Technical optimisation
    Effectively targeting content to appropriate markets depends on different techniques for different search engines, e.g., conditional redirection and hreflang.
  • Content optimisation
    Last but not least, content needs to be carefully tailored to individual markets, responding to search demand and cultural preferences in each.

How Pi can help

Our SEO team has a wealth of experience with global brands including Harrods, Clarks and Ricoh. We offer a range of SEO services including:

Our decades of experience combined with Pi’s original data ensures your global assets are safeguarded, optimised and visible to your most relevant audience.

Our decades of experience combined with Pi’s original data ensures your global assets are safeguarded, optimised and visible to your most relevant audience.