International SEO is a technique intended to deliver business growth in new markets, in this case, new countries. As with more conventional website optimization, this entails optimum indexing of your website with foreign search engines.
International search engine optimization is much more than a translation
Putting international SEO in place requires specific expertise. Translating your website into another language is not enough. Your website should be entirely redesigned, and considered in real depth. Each foreign market should be researched, including legal and political aspects.
Principles of international SEO
Hosting and domain names
For effective international optimization, it is crucial that the hosting and domain name of your site are both located in the target country. While local hosting will work in favour of your site’s indexing by the target search engines, country domain name extensions, such as “.de” for Germany and “.uk” for the United Kingdom, will define the geographical location of the website and reassure Internet users. You will consequently have different hosting and domain names for each target country.
Choice of key words
Your key words must obviously be adapted to the language and culture of the target country. International SEO requires key words to be translated appropriately. Preferably, look to synonyms that will generate more search hits than a literal translation. Bear in mind that terminology can be different even between countries that share a common language.
International search engine optimization necessarily means translation of your site content into a number of other languages. Such translations should be carried out manually and include URLs in the target country language. Content must be rich, and address subjects of relevance to the country concerned.
In short, it is vital to receive help from a native speaker to translate your website.
What content should be translated for international SEO? The answer is straightforward: absolutely all of it. This includes URLs, titles and headings, meta descriptions, hyperlinks and even video subtitles.